港股医美行业动态点评：双十一落下帷幕，港股美妆名列前茅

Investment Rating - The report does not explicitly state an investment rating for the industry or specific companies [5]. Core Insights - The beauty and personal care sector in Hong Kong has shown significant growth during the Double Eleven shopping festival, with total sales reaching 1.4 trillion yuan, a year-on-year increase of 26.6% [2][4]. - Domestic brands continue to gain traction, with a shift in consumer focus from face masks to moisturizers and creams, highlighting the popularity of skin repair products [2]. - Notable products include the Proya Early C Late A Dual Antioxidant Essence 3.0 and the Ruby Cream 3.0, which have resonated well with consumers [2]. Summary by Sections Sales Performance - During the Double Eleven event, the beauty category on comprehensive e-commerce platforms generated sales of 963 billion yuan, marking a 22.5% increase year-on-year, ranking fourth among ten categories [2]. - The growth in live-streaming e-commerce was particularly strong, with a year-on-year increase of 54.6% [2]. Brand Performance - Proya led the beauty sales rankings on major platforms such as Tmall and Douyin, with market shares of 3.9% and 3.4% respectively [3]. - Other domestic brands like Han Shu and Ke Fu Mei also performed well, indicating a strong presence in the market [3]. Company Highlights - Jiuzhi Biological's flagship brands, Ke Fu Mei and Ke Li Jin, reported GMV growth of over 80% and 150% respectively, with Ke Fu Mei's collagen stick topping sales charts [4]. - Shangmei's Han Shu brand saw total sales increase by over 44%, with new products achieving significant sales milestones [4].