Core Viewpoint - The recent departure of key personnel and the suspension of live broadcasts for the brand Han Shu under the company Shangmei Co., Ltd. have raised concerns about the future development of its makeup brand NAN beauty, particularly in light of previous controversies regarding illegal ingredient additions [1][2][3]. Group 1: Personnel Changes - The partner of NAN beauty, Gu Mai, has announced his departure, which creates uncertainty regarding the brand's future development [1]. - Gu Mai was a core figure in the development of Shangmei's makeup business, having joined the company in May 2025 [1]. - Industry experts have differing opinions on the impact of Gu Mai's departure, with some suggesting it may not significantly affect NAN beauty's trajectory due to its early-stage development [1][2]. Group 2: Brand Performance and Issues - The official live broadcast for Han Shu on Douyin has been suspended since January 5, 2025, after maintaining a daily broadcast record for nearly a year [2]. - The suspension is speculated to be linked to a controversy involving illegal ingredient additions in Han Shu's face masks, specifically the detection of EGF [2]. - Despite official clarifications stating that no EGF was added to their products, consumer sentiment remains affected, impacting brand perception and sales [3]. Group 3: Financial Performance - In the first half of 2025, Shangmei Co., Ltd. reported a revenue of 4.108 billion yuan, a year-on-year increase of 17.3%, with Han Shu contributing 3.344 billion yuan, accounting for 81.4% of total revenue [3]. - The company's founder has outlined a ten-year strategic plan aiming for a revenue target of 30 billion yuan by 2030, focusing on a multi-brand strategy within the cosmetics sector [3][4]. Group 4: Strategic Challenges - The company faces strategic challenges in overcoming the current "stalemate" following the EGF incident, which has already led to stock price declines and product withdrawals [4]. - Experts suggest that effective measures are needed to restore brand image and performance, such as enhancing user engagement and communication [4].
彩妆合伙人离职 上美股份新故事不好讲