Qian Zhan Wang·2025-08-27 09:29Core Insights - The functional skincare industry in China is primarily driven by online sales channels, with companies like Betaini and Huaxi Biological having established mature online sales strategies [1][5][10] - The contribution of professional channels to the sales of functional skincare products is limited, with most companies focusing on online marketing for rapid growth [2][4] Channel Analysis - Online Channels: - Advantages include wide reach and lower costs compared to offline channels, leading to higher profit margins [4] - Major platforms include Tmall, Douyin, Kuaishou, and JD, with private traffic channels also playing a significant role [4] - Disadvantages include rising customer acquisition costs and challenges in consumer repurchase rates [4] - Offline Channels: - Advantages include better control over terminal pricing and profit margins, particularly in tier-three and tier-four cities [4] - Disadvantages include higher channel costs and the complexity of entering professional channels [4] Company Strategies - Companies like Betaini and Huaxi Biological have a balanced approach with both online and offline channels, while older brands leverage established offline distribution networks [5][8] - The sales model for most companies in the functional skincare sector involves direct sales online and distribution through dealers offline [7][8] Revenue Insights - In 2024, the online revenue for the functional skincare industry is projected to be led by Proya, with online revenue reaching 9.59 billion yuan, accounting for 88.98% of its total revenue [10]