JINYU(SH:600201) Jing Ji Guan Cha Wang·2025-09-29 07:49Core Viewpoint - The cosmetics industry is facing a dilemma where companies must balance between investing in traffic for exposure and managing high costs that erode profits. A shift towards research and cultural foundations rather than solely focusing on GMV growth is essential for sustainable development [1][3]. Group 1: Industry Trends - The current trend in the cosmetics industry indicates that relying solely on traffic for sales is becoming increasingly costly, leading to a need for companies to enhance content quality to attract users [6][7]. - The importance of storytelling and emotional connection with consumers is emphasized, as brands that focus on cultural narratives tend to perform better in terms of sales [4][5]. Group 2: Company Insights - Founded in 1998, the company initially specialized in hyaluronic acid production and has since expanded its business to include skincare, makeup, fragrance, and hair care, reporting approximately 939 million yuan in revenue and 69.7 million yuan in net profit for the first half of the year [2]. - The company has identified a significant difference in performance between its brands, with one brand focusing on technology and another on cultural storytelling, highlighting the effectiveness of the latter in driving sales [4][5]. Group 3: Marketing Strategy - The company is adapting its marketing strategy to focus on content creation rather than just selling products, aiming to engage users and reduce reliance on expensive traffic [6][7]. - A multi-channel approach is being adopted to avoid dependency on a single platform, ensuring that investments in one platform can drive conversions across others [7]. Group 4: Technological Advancements - The company is exploring synthetic biology to lower production costs and improve the efficiency of raw material extraction, which is seen as a necessary trend in the cosmetics industry [8]. - The company is committed to continuous investment in its core product, hyaluronic acid, while also developing new growth areas such as skin microbiome and recombinant collagen [9]. Group 5: Future Plans - The company has launched a medical beauty brand, aiming to integrate cosmetic logic with medical applications, and plans to expand into hospitals and medical aesthetics channels [9][10]. - The company is in the process of applying for "medical device" certification, leveraging its existing pharmaceutical background to enhance its product offerings in the medical field [10].