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Core Insights - The beauty industry is witnessing a shift as leading brands are refocusing on offline channels, which are expected to become a significant growth area by 2026 [1][3] - Major companies like Marubi, Proya, and Shiseido are signaling a strategic pivot towards offline sales, indicating a collective recognition of the potential profitability in this space [1][3][4] Group 1: Market Trends - The past year has seen brands expressing concerns over high competition, expensive traffic, and declining online sales, leading to a reevaluation of growth strategies [1][2] - Data from 2023-2024 shows slight increases in offline revenues for major brands, but their overall contribution to total revenue is declining, highlighting a need for strategic investment in offline channels [3][4] Group 2: Strategic Shifts - Natural堂 has demonstrated the potential of offline channels, with average annual revenues exceeding 1.6 billion yuan over the past three years, indicating that offline can still be a vital growth area [4] - The increasing costs of online traffic and the saturation of online platforms are pushing beauty brands to reconsider their channel strategies, making offline channels a more attractive option for sustainable growth [4][5] Group 3: OTC Channel Opportunities - The OTC (Over-the-Counter) channel is emerging as a key battleground for domestic brands, with over 30% of the top 100 cosmetic brands already having products displayed in pharmacies [6][7] - Major pharmacy chains are actively seeking to expand their beauty product offerings, with plans to introduce personal care items in a significant number of their stores [6][7] Group 4: Brand Strategies - Brands are adopting targeted product strategies for different channels, with Marubi launching new products specifically for offline sales and Proya entering the OTC market with a focus on medical and cosmetic synergy [8][9] - The emphasis is on creating engaging in-store experiences and building emotional connections with consumers to enhance brand loyalty and drive sales [10][11]