成功实现从"单核驱动"向"平台化集团"的战略蜕变。公司以主品牌韩束为核心基本盘，2025 年上半年 贡献了33.44 亿元收入，其增长动力已从依赖抖音渠道，转变为通过拓展男士护肤、高端洗护等新品 类，并强化在天猫、京东等平台的运营，实现全渠道渗透与多元化增长。同时，公司已验证其可复制的 品牌孵化能力。以"一页"品牌为代表的第二增长曲线迅速崛起，上半年收入同比激增146.5%至3.97 亿 元。此外，安敏优、极方等新锐品牌也呈现强劲成长势头，共同构筑起支撑公司长期发展的多品牌矩 阵。 多轮驱动迈向平台化，长期目标引领增长。公司基于"六六战略"提出2030年实现300 亿元销售额的清晰 蓝图，依托三大核心驱动力：一是科研成果落地，X 肽等技术矩阵扩容，结合转化医学基金与全球专家 资源，推出高附加值产品强化功效竞争力；二是品牌品类扩张，韩束拓展新品类、一页覆盖全年龄段， 同时孵化更多细分赛道品牌；三是深化全球化布局，落地东南亚工厂，以"本土化制造+运营"结合全球 资源输出技术与品牌。此外，AI 在生产营销的深度应用及人才梯队建设，将巩固运营效率优势，助力 2030 年长期收入目标达成。我们预计公司2025~2027 ...

记者 叶心冉 1月27日，韩束首次公布其用户规模突破1亿，并介绍了包括质控体系、韩束产品的成本和定位，以及未来发展规划。 对于市场关注的化妆品生产环节的产品质控，以及可能存在备案、送检配方与产品销售配方不一致的问题，韩束研发相关负责人介绍，韩束从原料引入到批 量生产，拥有一套严格的管控体系。在原料端，韩束内部对原料供应商实施严格资质审核，且对每一批次原料均要求供应商提供完整的技术指标报告，同时 其内部分析团队会对每一批次产品开展内测，验证原料指标一致性。 该负责人进一步称，原料入库后，其产品配方仅能从合规原料库中选取，从实验室配方研发到中试阶段，会完成稳定性追踪和安全性测试。产品罐装前，内 部会同步开展产品与包材的兼容性测试，避免活性物降解或溶出物污染，同时完成料体一致性测试；灌装后还会及时开展微生物污染检测。该负责人称，韩 束每一批产品都会生成专属可追溯批号，消费者可通过批号查询产品原料来源、生产时间等信息，全流程信息透明，从根本上杜绝了配方不一致的可能。 "重营销轻研发"曾是外界赋予包括韩束在内的多数国货品牌的标签。对于产品成本，韩束品牌负责人介绍，在智能制造与研发领域持续大规模投入之下，韩 束的整体产品 ...

Investment Rating - The report maintains a "Buy" rating for the company, indicating a projected investment return that exceeds the market benchmark by over 20% in the next 6-12 months [6]. Core Insights - The Chinese beauty industry is transitioning from "incremental expansion" to "stock game," with the market expected to reach a scale of 465.3 billion yuan by 2025, reflecting a 5.1% year-on-year growth, marking the maturity of the market [1][6]. - Domestic brands are gaining market share due to their understanding of local consumer needs and agile operations, shifting from market participants to leaders [1]. - The competition has evolved from traffic acquisition to a systematic comparison of brand strength, product technology, and sustainable innovation capabilities [1]. Summary by Relevant Sections Company Performance - The company has successfully transitioned from a "single-core drive" to a "platform group" strategy, with its main brand, Han Shu, contributing 3.344 billion yuan in revenue in the first half of 2025, driven by the expansion into men's skincare and high-end hair care [2]. - The second growth curve represented by the "Yi Ye" brand has seen a revenue surge of 146.5% year-on-year to 397 million yuan [2]. Long-term Growth Strategy - The company has set a clear goal to achieve 30 billion yuan in sales by 2030, supported by three core drivers: scientific research outcomes, brand category expansion, and deepening global layout [3]. - The application of AI in production and marketing, along with talent development, is expected to enhance operational efficiency and support the long-term revenue target [3]. Financial Projections - Revenue is projected to grow from 4.191 billion yuan in 2023 to 12.646 billion yuan in 2027, with a compound annual growth rate (CAGR) of 56.6% in 2024 and 27.4% in 2025 [4]. - Net profit is expected to increase from 461 million yuan in 2023 to 1.609 billion yuan in 2027, with a significant growth rate of 213.5% in 2024 [4]. - Earnings per share (EPS) are forecasted to rise from 1.16 yuan in 2023 to 4.04 yuan in 2027, reflecting strong profitability [4].

文｜C2CC新传媒 过去这一年，C2CC传媒X新妆与不少品牌创始人交流时，"太卷了""流量贵得离谱""货架电商掉量""利 润起不来"仍是大家口中不断重复的关键词。的确，那个靠融资烧钱、以买量换增长的时代，正在悄然 落幕。 然而，寒意之中亦有新机。2025年以来，一个明显的趋势正在浮现：头部美妆品牌纷纷调转船头，重新 发力线下——这片曾被一度冷落的战场，正成为2026年最具确定性的新"增量场"。 今年1月初，丸美在2026年经销商大会上，不仅交出过去一年深耕线下的成绩单，更明确将线下定为 2026年增长新方向，推出全链路赋能策略。 就在上周，珀莱雅与医药连锁一心堂达成合作，宣布正式入驻OTC渠道，这一开年大动作被行业视为其 线下战略由守转攻的关键信号。而上美股份老板吕义雄也曾在朋友圈表态，将大幅向线下倾斜资源。 三家头部企业几乎"默契"地一致行动，已然释放出强烈信号：在规模、增速与利润的多重压力下，线下 不仅是更现实的增长路径，更是它们擅长的、能真正做出利润的战场。 而随着这些从线下起家的品牌"重返主场"，对于正试图布局线下的新锐品牌而言，竞争格局已然改变 ——它们要面对的，不仅是渠道的深耕，更是来自"老玩家" ...

中国 证券研究 2026 年 1 月 22 日 上美股份 增持 中国机遇投资论坛要点： 2026 年前景看好 ▲ 证券分析师: 樊荣 (86-21) 6106-6294 rong.fan@jpmorgan.com 登记编号: S1730522070002 摩根大通证券（中国）有限公司 风格敞口 | | 当前排名 | | 历史排名,百分位(1表示排名第1) | | | | --- | --- | --- | --- | --- | --- | | 量化因子 | (百分位) | 6个月 | 1年 | 3年 | 5年 | | 价値 | 74 | 80 | 51 | 97 | 96 | | 成长 | 6 | 8 | 10 | 13 | 1 | | 动量 | 32 | 5 | 57 | | | | 质量 | ব | 4 | 18 | 2 | | | 低波动性 | 82 | 85 | 84 | 100 | | 资料来源：风格敞口数据源自摩根大通全球市场策略团队；其他所有图表中的数据均为公司数据或摩根大通估算 上美股份于 1 月 20 日参加了我们的"中国机遇投资论坛"。要点如下： 1）2026 年目标：销售额/盈利分别同 ...

Core Viewpoint - The OTC channel presents significant opportunities for beauty brands, offering professional endorsements, precise targeting of skincare needs, and immediate product experiences, but it also poses challenges due to strict professional requirements and a talent shortage in the industry [1][2][3]. Group 1: Market Entry and Growth - By 2025, over six domestic cosmetic companies are expected to enter the OTC channel, marking it as the "Year of Domestic Beauty OTC Layout" [2]. - Leading domestic beauty brand Proya (603605.SH) announced its entry into the OTC channel in January 2026, joining a growing list of companies [2]. - Brands like Winona and Kefu Beauty have been early entrants into the OTC channel, with Winona's sales nearing 1 billion yuan in 2023, capturing over 60% of the market share in this channel [5]. Group 2: Strategic Developments - In April 2025, Furuida Bio announced plans to accelerate its OTC channel development, aiming to cover 10,000 drugstore chains and launch 100 "cosmetic and medicinal" SKUs [5]. - Companies are increasingly focusing on integrating with the professional environment of pharmacies rather than merely distributing products [5]. - Proya is preparing multiple products for the OTC channel, emphasizing the importance of medical device products as a foundation for entry [6]. Group 3: Market Potential and Challenges - The OTC channel has approximately double the growth potential, with Winona targeting to cover 250,000 pharmacies [8]. - As of December 2024, there are about 705,000 licensed drug retail enterprises in China, with Winona covering over 110,000, representing about one-seventh of the total retail pharmacy stores [9]. - The demand for beauty products in pharmacies is rising due to pressures on traditional pharmacy profits and the need for transformation [9]. Group 4: Profitability and Talent Shortage - Medical device products have a significantly higher gross margin, averaging 77%-83%, compared to regular cosmetic products [9]. - The beauty industry faces a talent shortage in the pharmacy channel, as many brands rely on pharmacists who must understand both pharmaceuticals and cosmetics [10]. - Companies like Betaini are addressing this by training pharmacy staff to enhance customer trust and provide professional consultations [10][11].

Investment Rating - The industry investment rating is "Buy" [3] Core Insights - In December 2025, the year-on-year growth of social retail sales was 0.9%, with a total of 4.5 trillion yuan, indicating a decline of 0.4 percentage points compared to November 2025. Excluding automobiles, the total was 4.0 trillion yuan, growing by 1.7% year-on-year [5] - The report emphasizes the importance of service consumption sectors for the upcoming Spring Festival opportunities [5] - The report suggests a shift in retail industry logic from "adjusting input" to "adjusting output," with a focus on improving same-store sales and customer flow, which will enhance profit elasticity as the share of high-margin private brands increases [5] Summary by Sections Retail Sector Performance - In December 2025, retail sales of goods reached 3.9 trillion yuan, growing by 0.7% year-on-year, while catering revenue was 0.6 trillion yuan, with a year-on-year growth of 2.2% [5] - The growth rates for various categories in December included: - Grain and oil food retail sales grew by 3.9% - Beverage retail sales grew by 1.7% - Tobacco and alcohol retail sales declined by 2.9% [5] - In the optional consumer goods category, cosmetics and gold and silver jewelry retail sales grew by 8.8% and 5.9%, respectively [5] E-commerce Insights - The e-commerce penetration rate slightly decreased, with online retail sales of physical goods reaching 13.1 trillion yuan in 2025, a year-on-year increase of 5.2%. The penetration rate was 26.1%, a decrease of 0.7 percentage points year-on-year [5] - For the year, the growth rates for e-commerce categories were: food (14.5%), clothing (1.9%), and daily necessities (4.1%) [5] Investment Recommendations - Retail: Focus on companies like Bubugao, Huijia Times, Yonghui Supermarket, and Chongqing Department Store [5] - Cosmetics: Prefer high-end brand assets and consider low-positioned stocks like Maogeping and Yixian E-commerce [5] - Jewelry: Anticipate strong sales during the traditional gold sales peak in Q1, with recommendations for Laopu Gold and Mankalon [5] - Tourism: Focus on winter sports themes and the Spring Festival market, with recommendations for Changbai Mountain and Huangshan Tourism [5] - Education: Highlight opportunities in undervalued vocational education stocks like China Oriental Education and Action Education [5]

Core Viewpoint - The recent departure of Gu Mai, a partner of NAN beauty under Shangmei Co., has raised concerns about the company's reliance on a single brand and its overall business strategy in the beauty industry [1][2]. Group 1: Company Overview - Shangmei Co. has a diverse portfolio of brands, including skincare and maternal and infant products, but over 80% of its revenue still comes from the Han Shu brand [1][4]. - As of the first half of 2025, Han Shu generated revenue of 33.44 billion yuan, accounting for 81.4% of the total revenue, with a year-on-year increase of 14.3% [4][6]. - Other brands under Shangmei, such as newpage, Yiyezi, and Hongse Xiaoxiang, contributed significantly less, with revenues of 3.97 billion yuan, 0.89 billion yuan, and 1.59 billion yuan, respectively [4]. Group 2: Market Position and Challenges - The company has a strong presence on Douyin, with over 90% of its revenue coming from online channels, primarily from Douyin, indicating a high sensitivity to platform traffic [1][5]. - The departure of Gu Mai, who had expertise in the Tmall channel, highlights a gap in Shangmei's strategy, as the brand has struggled to gain traction on Tmall despite its strong performance on Douyin [2][5]. - The brand NAN beauty, launched in September 2025, has not shown significant growth in its follower count on platforms like Xiaohongshu, indicating challenges in brand performance [2]. Group 3: Financial and Operational Insights - Shangmei's marketing expenses remain high, with sales and distribution costs accounting for 56.9% of total revenue in the first half of 2025, although this is a slight decrease from 57.6% in the previous year [6]. - The company has been exploring new growth avenues, but the success of these initiatives remains uncertain [7]. - The recent controversy surrounding Han Shu's products, which were found to contain questionable ingredients, has negatively impacted the company's stock price, which fell from 85.3 HKD to 57 HKD before recovering slightly to 73.95 HKD [6].

Core Insights - The domestic beauty brand Han Shu is currently facing challenges, including a controversy over product ingredients and executive turnover, which reflects broader scrutiny in the beauty industry [1][3][4] Group 1: Ingredient Controversy - Han Shu's two facial mask products were reported by CCTV to contain epidermal growth factor (EGF), leading to public concern despite the company's claims of compliance [4][6] - EGF is primarily used in medical applications, and its use in cosmetics is prohibited in China due to safety concerns, prompting Han Shu to withdraw the affected products and issue a statement asserting no EGF was added [6][9] - The discrepancy between testing results from CCTV and Han Shu's own tests raises questions about the detection methods used, highlighting the lack of standardized testing for EGF in cosmetics [7][8] Group 2: Business Performance and Strategy - Han Shu has experienced significant growth, with revenue reaching 5.591 billion yuan in 2024, marking over a threefold increase in two years, making it a key driver for its parent company, Shangmei [10][11] - The brand's strategy of focusing on single products and leveraging platforms like Douyin has led to its dominance in the beauty sector, achieving a GMV of 33.4 billion yuan in 2023 [11][13] - However, the company's reliance on Han Shu, which accounted for 82.3% of revenue in 2024, poses risks, as any issues with the brand could directly impact overall performance [15][16] Group 3: Market Challenges and Future Directions - The growth rate of Han Shu has begun to slow, with a 14.3% increase in revenue for the first half of 2025, indicating a need for transformation and diversification [17][18] - To reduce dependency on Han Shu, Shangmei is accelerating the development of multiple brands, with new brand Newpage achieving a revenue of 397 million yuan in the first half of 2025, growing by 146.5% [18][20] - The company is also pursuing globalization, entering Southeast Asian markets with tailored products, but faces challenges in brand recognition and local market adaptation [20][21] Group 4: Innovation and Long-term Goals - The shift from a marketing-driven approach to a technology-driven strategy is crucial for Han Shu to enhance its product offerings and address consumer skepticism regarding domestic brands [21][22] - The company aims to achieve a revenue target of 10 billion yuan by 2025, with ongoing investments in research and development to support this goal [21][22]

Group 1 - The Xu Hui District Intellectual Property Protection Center has been established to create a comprehensive "one-stop" service system for intellectual property issues, gathering nine units including the district court and procuratorate [1][2] - The center aims to develop a "15-minute intellectual property service circle" centered around No. 650 Caobao Road, enhancing public services and addressing the needs of innovative entities [1][2] - The center has successfully handled a large-scale trademark registration change for Shanghai Shangmei Cosmetics Co., Ltd., completing the process in one month instead of the usual year [3] Group 2 - Xu Hui District hosts 114 trademark agencies and 54 patent agencies, actively attracting quality service institutions to enhance intellectual property services [4] - Armstrong (China) Investment Co., Ltd. has applied to join the Shanghai Key Trademark Protection Directory, which will strengthen its defense capabilities against intellectual property infringements [4] - The center is promoting the concept of "data intellectual property registration," allowing companies to monetize valuable data resources, such as AI algorithms, as part of their assets [4] Group 3 - The Xu Hui District Intellectual Property Bureau has organized a customized expert consultation for American Standard (China) Co., Ltd. to enhance brand protection against counterfeiting [6] - A three-person expert team was assigned to provide actionable advice, including changing enforcement locations and leveraging customs policies to combat counterfeit sources [6] - The core trademark of American Standard has been included in the Shanghai Key Trademark Protection Directory, enhancing its protection against infringement [6]