Lushang Freda Pharmaceutical (SH:600223) Tai Mei Ti A P P·2025-11-06 01:46Core Viewpoint - The emergence of the new skincare brand Key C (珂谧) by the company Furuida (福瑞达) marks a strategic shift from its traditional real estate and hyaluronic acid business to the collagen protein skincare market, aiming to differentiate itself through innovative technology and competitive pricing [1][2][4]. Company Transformation - Furuida, originally focused on real estate, has transitioned to the cosmetics sector, with its two existing brands, Yilian and Aier Doctor, contributing significantly to its revenue [4][5]. - In 2023, Furuida officially established a cosmetics-led business direction as its brands became the main revenue contributors [4][5]. Market Context - The beauty industry is experiencing a slowdown, and the competition in the collagen protein segment is intensifying, making Key C's entry particularly noteworthy [2][6]. - The overall revenue for Furuida's cosmetics segment in 2024 was 2.475 billion yuan, showing only a slight increase of 2.46% year-on-year, with Yilian's revenue at 963 million yuan (up 12.36%) and Aier Doctor's at 1.301 billion yuan (down 3.48%) [4][6]. Product Differentiation - Key C focuses on affordable medical beauty, utilizing transdermal penetration technology to compete against high-end anti-aging products priced in the thousands [2][6]. - The brand has achieved seven Class II medical device certifications and is developing additional Class III medical device projects, enhancing its credibility in the medical beauty space [7][8]. Pricing Strategy - Key C's pricing strategy is aimed at capturing market share through high cost-performance products, with its best-selling transdermal collagen essence priced at 600 yuan for 56 units, which can drop to 332 yuan during promotional events [8][10]. - This pricing approach disrupts the long-standing premium pricing of collagen products while maintaining a focus on effective ingredients [10][12]. Technological Innovation - Key C's transdermal penetration technology claims to improve skin absorption rates by 27.5 times compared to standard collagen products, addressing a significant industry challenge [11][12]. - The technology involves embedding transdermal peptide segments into the collagen sequence, allowing for effective penetration without compromising the integrity of the collagen [11][12]. Industry Challenges - The collagen protein market has faced scrutiny, with previous market leaders experiencing significant declines in market value, averaging over 40% from their peak [16][17]. - Consumer skepticism regarding the efficacy of collagen products has increased, leading to a more cautious approach from investors and the market [19][20]. Strategic Opportunities - Key C's entry into the collagen protein market represents a potential opportunity for differentiated competition amid industry challenges, contingent on its ability to innovate, educate consumers, and balance online and offline operations [19][20].