主品牌营收增速放缓，珀莱雅“盯上”医美赛道

Core Viewpoint - The beauty brand Proya is entering the medical aesthetics market with its first medical device product, a collagen patch aimed at post-surgery recovery, as it seeks new growth avenues amid slowing growth of its main brand [1][3][5]. Company Summary - Proya has launched its first medical device product, the medical collagen patch, which is designed for post-surgery skin care [1][3]. - The product is priced at 163 yuan after discount, down from 198 yuan, and is targeted at various skin recovery scenarios [3]. - Proya's main brand revenue growth is slowing, with a reported revenue of 85.81 billion yuan in 2024, showing less than 20% growth compared to previous years [5][6]. - The company aims to achieve a revenue scale exceeding 100 billion yuan in 2024 and has set a goal to enter the top ten global cosmetics companies within the next decade [6][9]. Industry Summary - The medical aesthetics market in China is rapidly expanding, with a market size of approximately 266.9 billion yuan in 2023, projected to exceed 700 billion yuan by 2031 [3][4]. - Other domestic beauty brands, such as Shanghai Jahwa and Beitaini, are also entering the medical aesthetics space, indicating a competitive landscape [4]. - The medical aesthetics sector is still in a phase of complete competition, with no dominant brands yet established, presenting opportunities for new entrants like Proya [4][9]. - Proya's entry into the medical aesthetics market is seen as a necessary strategy to maintain growth and compete with international brands, which have stronger brand positioning and marketing capabilities [9].