东北兄弟卖美妆，6个月收入10亿，冲刺国货高端护肤第一股

Core Viewpoint - Lin Qingxuan, a domestic beauty brand, has resubmitted its IPO application to the Hong Kong Stock Exchange, highlighting significant revenue growth and a rebranding to position itself as a high-end skincare brand in China [1][2]. Group 1: Company Performance - In the first half of 2025, Lin Qingxuan reported total revenue of 1.05 billion RMB, representing a remarkable year-on-year growth of 98% compared to the first half of 2024 [1]. - The company's gross margin reached 82.4% in the first half of 2025, up from 81.9% in the same period of 2024, indicating strong pricing power and operational efficiency [3]. - The revenue contribution from the essence oil product line accounted for 45.5% of total revenue in the first half of 2025, showing a consistent upward trend in its importance to overall sales [2]. Group 2: Market Positioning - Lin Qingxuan emphasizes its high-end positioning, ranking first among domestic high-end skincare brands in China by retail sales in 2024, and is the only domestic brand among the top 15 high-end skincare brands [2]. - The high-end skincare market in China is relatively concentrated, with the top 15 brands holding 66.1% of the market share, indicating a competitive landscape [2]. Group 3: Marketing and Sales Strategy - The company has significantly increased its sales and distribution expenses, which rose by 100.2% to 580.6 million RMB in the first half of 2025, driven by enhanced online and offline marketing activities [4]. - Lin Qingxuan's marketing strategy has been questioned for being "heavy on marketing and light on R&D," but industry experts suggest that marketing and brand strength are crucial competitive factors in the cosmetics industry [3]. Group 4: Investment and Shareholding - The founder, Sun Laichun, holds 38.21% of the shares directly and approximately 79.27% in total, indicating strong founder control [5]. - Notable external investors include Yagao Fashion, Country Garden Venture Capital, and others, with Yagao holding 4.49% of the shares [5]. - Recent share acquisitions before the IPO have led to an estimated pre-IPO valuation of approximately 3.846 billion RMB for Lin Qingxuan [6]. Group 5: Industry Trends - The trend of domestic beauty brands pursuing IPOs in Hong Kong has intensified, with Lin Qingxuan following other brands like Natural Hall and Proya, reflecting a strategic move to access capital markets for growth [7]. - The domestic cosmetics market is expected to see increased demand for plant-based essential oils, indicating a potential growth area in the coming years [8].