行 业 研 究 商贸零售 2025 年 07 月 25 日 投资评级：看好（维持） 数据来源：聚源 -19% 0% 19% 38% 58% 77% 2024-07 2024-11 2025-03 商贸零售 沪深300 相关研究报告 《豫园积极推进老字号焕新，IP 联动 释放商圈活力—行业周报》-2025.7.20 《6 月社零同比+4.8%，618 线上渠道 表现强劲—行业点评报告》-2025.7.16 《闪购业务订单数创新高，即时零售 行 业 竞 争 持 续 升 级 — 行 业 周 报 》 -2025.7.13 医美化妆品 6 月月报：锦波生物发布 HiveCOL 蜂巢 胶原新品，2025H1 美妆温和复苏、洗护彩妆亮眼 ——行业点评报告 | 黄泽鹏（分析师） | 陈思（联系人） | | --- | --- | | huangzepeng@kysec.cn | chensi@kysec.cn | | 证书编号：S0790519110001 | 证书编号：S0790124070031 | 板块行情回顾 医美（选取 14 家上市公司）：6 月个股涨幅靠前为美丽田园医疗健康（+64.4%）、 雍禾医疗（+50.0 ...

Core Viewpoint - The hair care market is experiencing significant growth, with online transaction value reaching 340.37 billion yuan in the first half of 2025, marking a year-on-year increase of 20.67% [4][5]. Market Performance - The hair care segment outperformed other beauty categories, driven by a 131.5% surge in men's hair care and steady performances from international brands like Kérastase, L'Oréal, and Pantene [2][4]. - The overall beauty market saw a total online transaction value of 3,060.39 billion yuan, with hair care being one of the fastest-growing segments [5]. Segment Breakdown - The hair care subcategories showed robust growth: - Hair cleansing: 179.72 billion yuan, up 21.56% - Hair care: 74.00 billion yuan, up 19.59% - Hair dyeing and perming: 57.44 billion yuan, up 17.20% - Hair styling: 20.76 billion yuan, up 16.64% - Men's hair care: 5.12 billion yuan, up 131.50% [7]. Brand Landscape - The market share of the top five brands (CR5) decreased from 19% in 2024 to 16%, indicating increased competition from emerging domestic brands and private labels [8]. - New domestic brands like Off&Relax and others are gaining traction, with several entering the top 20 rankings [11]. Consumer Trends - There is a shift towards efficacy-driven products, with consumers seeking solutions for specific scalp issues and multi-functional products [14][19]. - The introduction of "face-care level" ingredients in hair care products is becoming a trend, enhancing the overall consumer experience [19][21]. Innovation and New Products - Over 25 brands launched new products in the first half of 2025, with a focus on scalp care and multi-functional benefits [13]. - Brands are emphasizing rapid effectiveness, with products claiming visible results in as little as one to three minutes [17]. Future Outlook - The competition in the hair care market is expected to intensify, particularly in the areas of anti-hair loss and scalp care, with a focus on patented technologies and quick results [26][29]. - The potential for growth in differentiated segments like scalp oils is significant, as brands explore new opportunities [23][26].

作者|DW 来源|凤凰网财经《公司研究院》 核心要点： 1、韩束创始人高调"反加班"遭员工质疑：赛马机制下工作量不减反增，有员工称原有加班餐补被取 消。 2、2025年上美股份（韩束母公司）百亿目标要求韩束维持50%增速，但其抖音复购率已从24%降至 18%（飞瓜数据）。过度依赖抖音的隐患开始显现，尽管在直播电商中风生水起，但在天猫、京东等 传统平台却难掩竞争力不足的尴尬。 3、一年营销费39亿元，抖音美妆冠军韩束母公司上美股份陷"增长魔咒"。当流量红利退潮，依赖"赛 马机制"和"营销钞能力"模式能否持续增长，成为韩束面临的潜在危机。 看到员工晚上加班，创始人发火了！ 近日，韩束母公司上美股份（02145.HK）创始人吕义雄一则内部语音截图引发行业热议。这位48岁 的潮汕商人公开反对"加班"，要求员工"在工作时间内完成工作，劳逸结合"。然而，这一"反内卷"宣 言在社交媒体发酵后，却遭到部分员工质疑："工作量根本没减少，只是不准加班了""每天工作正常时 间做不完"。 这场争议背后，折射出这家国货美妆企业的深层困境：在抖音渠道大获成功后，上美股份正面临转型 阵痛与管理模式的多重挑战。 01 "赛马机制：每天有做不 ...

专业、权威、深度，Since1990。 导语：行业竞 争正从"流量博弈"转向"技术比拼"。 以下文章来源于化妆品报 ，作者钱莹 化妆品报 . 据化妆品报不完全统计，2025上半年，国内外化妆品头部企业至少有近30起重要人事变动。 除此之外，珀莱雅和上海家化两家，副总经理的职位也处于空缺。 | रहे बाद कि बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में बाद में कि की है कि की है कि कि की है कि कि की है | 职务 | 继任人 | 原职/曾就职经历 | | --- | --- | --- | --- | | 贝泰妮 | 副总经理 | 吴小静 | 上海威亮COO | | 珀莱雅 | 副总经理 | 暂时空缺 | | | | 首席研发创新官 | 孙培文 | PMPM母公司时垠集团 CSO (首席科研官) | | | 直席科学官 | 黄虎 | 上美股份CTO兼全球首席科学家 | | | CD ...

Group 1 - The new consumption concept stocks in the Hong Kong market experienced a decline, with companies such as Shangmei Holdings (02145.HK) and Pop Mart (09992.HK) both dropping nearly 3.5% [1] - Other companies like Mixue Group (02097.HK) and Guming (01364.HK) saw declines exceeding 3%, while Nayuki's Tea (02150.HK) fell by 2.5% [1] - Additional declines were noted for Cha Baidao (02555.HK), NIO (09866.HK), Laopu Gold (06181.HK), and Xiaomi Group (01810.HK), all of which dropped over 1.5% [1]

Core Viewpoint - The short drama format is rapidly becoming a significant trend in the entertainment industry, with its market size projected to exceed 50.4 billion by 2024, surpassing traditional film box office revenues. Predictions suggest it could reach a trillion-dollar market by 2027 [2][3]. Group 1: Market Dynamics - The number of short dramas has surged from 336 in 2022 to over 36,400 by 2024, indicating a massive increase in content supply [2]. - Brand-customized short dramas are becoming a popular marketing tool, with 153 new brand short dramas launched in just the first four months of 2025 [2]. - Brands are increasingly investing in short dramas across various sectors, including beauty, food, e-commerce, and finance, with nearly half of the brands entering the market for the first time [2][3]. Group 2: Case Study - Han Shu - Han Shu's turnaround story highlights the effectiveness of short dramas, with sales skyrocketing from 10 million to over 400 million after the release of a single short drama [4][7]. - The brand's total transaction amount reached 3.34 billion in 2023, making it the top beauty brand on Douyin, a significant leap from its previous ranking [7]. - The success of Han Shu's short dramas is attributed to their ability to reshape brand image and create emotional connections with viewers, leading to increased sales [8][9]. Group 3: Industry Trends and Challenges - The influx of brands into the short drama space has led to increased competition and rising production costs, with some reports indicating costs have risen from 700,000 to over 2 million by 2025 [21][22]. - The effectiveness of short dramas is declining due to content homogenization and poor storytelling, with many brands struggling to differentiate themselves [26][30]. - Brands are facing dual pressures of rising costs and decreasing conversion rates, leading to concerns about the sustainability of this marketing strategy [21][24]. Group 4: Future Directions - Industry experts suggest that the key to successful brand short dramas lies in high-quality content and natural product integration, rather than merely relying on star power [29][30]. - Brands should focus on storytelling to create a unique brand identity, as seen in successful cases like Starbucks and Jiuzhou Sanitary Ware, which effectively used short dramas to enhance brand perception [31][32]. - Not all brands are suited for short drama marketing; those without e-commerce attributes may struggle to see conversion benefits [33].

Group 1 - MISTINE collaborates with the popular game "Light and Night of Love" to launch new products including sunscreen and cushion foundation, featuring game-themed designs to attract young consumers [2] - Face Gym, a UK skincare brand, receives investment from Reliance Industries, led by Mukesh Ambani, indicating interest in the international beauty market and providing strong financial support for global expansion [3] - Upm's brand Han Shu wins the Rongge Technology Innovation Award for its "X Peptide Cream" and has filed a patent for a hair loss prevention composition, showcasing innovation in the personal care sector [5] Group 2 - Henkel appoints Rajat Agarwal as North America President, effective July 1, 2025, to drive growth in the personal care business, strengthening the connection between packaging strategy and product portfolio [6] - Changzhou Baijiji Biopharmaceutical Co., Ltd. responds to IPO review and forecasts its functional skincare business to achieve breakeven by Q4 2027, with projected revenues of 73.14 million, 88.58 million, and 108.96 million over the next three years [7] - HBN collaborates with Pantone to define "Oriental Native White," creating four color cards and scientifically analyzing its texture, enhancing brand visibility in the color trend space [8]

Investment Rating - The report rates the cosmetics and medical beauty industry as "Positive" [2][3] Core Viewpoints - The cosmetics retail sales growth for January to May 2025 is 4.1%, an increase of 2 percentage points compared to the same period last year, indicating a steady recovery in demand [3] - The performance of leading brands remains strong, with double-digit growth, supported by the theme of self-care in new consumption trends, leading to a positive outlook for the first half of 2025 [3] - The 618 shopping festival saw strong performances from domestic brands, with notable rankings on platforms like Tmall and Douyin [3] Summary by Sections Cosmetics Industry Outlook - The report anticipates significant revenue and net profit growth for major companies in Q2 and H1 2025, with specific forecasts: - Up Beauty Co. is expected to see a revenue increase of 16% and a net profit increase of 25% [3] - Marubi is projected to grow revenue by 22% and net profit by 28% in Q2 2025 [3] - Proya is expected to achieve a revenue growth of 10% and net profit growth of 15% in Q2 2025 [3] Key Companies Performance - Notable companies and their expected performance include: - Mao Geping is projected to have a revenue increase of 38% and net profit increase of 35% in H1 2025 [3] - Ruibin is expected to see a revenue increase of 15% and net profit increase of 15% in Q2 2025 [3] - Huaxi Biological is expected to maintain stable performance with a 0% revenue growth and a 10% net profit increase in Q2 2025 [3] Investment Recommendations - The report recommends focusing on companies with strong brand matrices and comprehensive product layouts, such as Up Beauty Co., Marubi, and Proya, which are expected to benefit from the live e-commerce traffic [3] - It also highlights the importance of niche market players like Ruibin and Mao Geping, who are positioned to capitalize on the rise of personal care and domestic beauty trends [3] - For the medical beauty sector, the report suggests focusing on companies with high R&D barriers and strong profitability, recommending companies like Aimeike and Langzi [3] E-commerce and Other Segments - The report suggests monitoring e-commerce companies like Ruibin, which is expected to see significant growth in revenue and net profit [3] - In the maternal and infant sector, Kid King is projected to exceed market expectations with a revenue increase of 10% and a net profit increase of 70% in Q2 2025 [3]

Core Insights - The strategic vision of Up Beauty Co., led by CEO Lv Yixiong, emphasizes long-term focus and multi-brand matrix, which is increasingly evident in the cosmetics industry development in the first half of 2025 [1] - Up Beauty Co. leverages a "single focus, multi-brand, globalization" approach to navigate challenges in the global beauty market, achieving record sales during the 618 shopping festival [1] Group 1: Main Brand Performance - The main brand, Han Shu, has maintained a leading position in the competitive beauty market, ranking as the top beauty brand on Douyin for two consecutive years [2] - During the 618 period, Han Shu achieved significant sales growth across major platforms, with Tmall sales increasing by over 46% and Douyin sales reaching top rankings in multiple categories [2][7] - The Han Shu X Peptide series achieved over 100 million in sales during the 618 event, showcasing the brand's strong research and innovation capabilities [4] Group 2: New Brand Growth - Newpage, a brand focused on infant skincare, reported a revenue of 376 million yuan in 2024, marking a year-on-year growth of 146.3% [11] - During the 618 shopping festival, Newpage saw triple-digit growth across major e-commerce platforms, with Tmall sales increasing by 106% within the first 3.5 hours [11] - The brand's "medical-research co-creation" model has proven effective, leading to significant sales of its star product, the infant soothing cream [12] Group 3: Emerging Brand Success - Anminyou, a brand targeting sensitive skin, experienced a sales increase of over 65% during the 618 period, with notable growth across various platforms [21] - The brand's star product, Qinghao Soothing Essence, ranked second on Douyin's anti-wrinkle essence list during the 618 event, indicating strong market presence [26] Group 4: Strategic Development and Innovation - Up Beauty Co. aims to reach a target of 30 billion yuan by 2030, focusing on a multi-brand and multi-category business model [27] - The company has invested in AI-driven smart factories, enhancing production capacity and efficiency, with a daily output of 2 million bottles [27] - Up Beauty Co. has established a robust research and development framework, including a scientific committee of over 300 researchers, to drive innovation and product development [29]

Summary of Shangmei Co., Ltd. Conference Call Company Overview - Shangmei Co., Ltd. operates in the beauty and personal care industry, focusing on multiple segments including mass skincare, premium skincare, personal care, medical beauty, maternal and infant care, and cosmetics [2][3][4]. Key Points and Arguments Multi-Brand Strategy - The company employs a multi-brand matrix strategy to cater to diverse consumer needs, enhancing profitability and sustainable growth [2][5]. - The Han Shu brand targets the mass market and has achieved rapid growth through category expansion and channel diversification, particularly on e-commerce platforms like Douyin [2][4]. Sales Performance - During the 2025 618 shopping festival, the cosmetics series sales exceeded 100 million RMB, marking a new growth point for the company [2][3]. - The high-end infant care brand New Page is projected to reach sales of 800-1,000 million RMB by 2025, while the anti-hair loss brand Ji Fang quickly became the top seller on Douyin [2][6]. Future Growth Strategy - The company aims to achieve a sales target of 30 billion RMB by 2030 through its "Six Six Strategy," which focuses on strengthening the Han Shu brand and expanding into men's care and other areas [2][7]. - Anticipated growth in the second half of 2025 is expected to outperform the first half due to new channels, teams, product categories, and emerging brands [2][8]. Financial Metrics - Shangmei Co., Ltd. reports a profit margin exceeding 10%, a gross margin above 70%, and a return on equity (ROE) of over 30% [4][16]. Market Dynamics - The beauty and personal care market is valued at 700 billion RMB, with diverse consumer demands across various price segments [4][11]. - Despite intense competition, the industry continues to innovate, creating new demand and structural opportunities for domestic brands [12][40]. Brand Positioning - The Han Shu brand is positioned as a mass-market beauty brand with a broad product range, not reliant on specific channels or consumer perceptions, allowing for significant growth potential [17][18]. Product Development - The company has successfully launched several new products, including men's skincare and various beauty items, which have shown strong market acceptance [3][6][29]. Talent and Organizational Structure - Shangmei Co., Ltd. emphasizes talent acquisition and organizational efficiency to support its multi-brand strategy and enhance its competitive edge in the market [32][35]. Additional Important Insights - The company is expanding its presence on various e-commerce platforms, achieving significant growth rates on platforms like Taobao and JD.com [26]. - The competitive landscape shows that while foreign brands dominate certain segments, domestic brands like Han Shu are gaining market share due to their flexibility and value propositions [25][40]. - The anticipated launch of new brands in the second half of 2025, including a children's care brand and a makeup artist brand, is expected to further enhance market penetration [37][38]. This comprehensive overview highlights Shangmei Co., Ltd.'s strategic initiatives, market positioning, and growth prospects within the beauty and personal care industry.