赵燕亲自挂帅后，华熙生物首份财报揭秘护肤品转型逻辑

Core Insights - The article discusses the strategic transformation of Huaxi Biological (688363.SH) as it shifts its focus from consumer products to skin science innovation, led by Chairman Zhao Yan [1][3]. Group 1: Industry Challenges - The Chinese cosmetics market experienced a 2.8% decline in 2024, with a total market size of 774.6 billion, indicating stagnation in industry growth [2]. - The retreat of traffic dividends has led to increased costs on e-commerce platforms, creating a vicious cycle where brands struggle to maintain efficiency [2]. Group 2: Strategic Shift - Huaxi Biological's transformation is characterized by a shift from a focus on consumer goods to a focus on skin science, emphasizing the importance of scientific solutions to consumer pain points [3][5]. - The company aims to leverage its technological capabilities, including eight research platforms, to develop effective skincare products targeting various skin issues [5]. Group 3: Brand Positioning - Huaxi Biological has redefined its four major brands—Runbaiyan, Kuadi, BM Jihuo, and Mibeier—each focusing on specific skincare needs driven by scientific research [6][18]. - Runbaiyan focuses on skin repair, Kuadi targets anti-aging, BM Jihuo addresses oily skin metabolism, and Mibeier specializes in damaged skin care [7][11][14][17]. Group 4: Marketing and Collaboration - The company is optimizing its marketing channels by collaborating with Tmall, aligning with Tmall's new strategy to support innovative and quality brands [19]. - This partnership aims to enhance brand visibility and reach among younger consumers, particularly in the life sciences and beauty sectors [19]. Group 5: Long-term Vision - Huaxi Biological is undergoing a short-term performance adjustment to build long-term technological barriers, as evidenced by its previous success in the medical aesthetics sector [20]. - The company anticipates that its focus on scientific-driven skincare will resonate with consumers, moving away from the "traffic bubble" towards a more product-centric approach [20].