申万宏源证券晨会报告-20250826

Group 1: Market Overview - The hair care industry is the second largest segment in cosmetics, following skincare, with significant potential for domestic brand replacement [2][13] - The annual sales of hair care products in China reached 55.9 billion yuan in 2023, reflecting a year-on-year growth of 13.4% [2][13] - The body wash market in China is projected to reach 23.4 billion yuan by 2024, with efficacy and fragrance being key selling points for consumers [2][13] Group 2: Consumer Trends - There is a growing trend towards multifunctional products in personal care, with online sales accounting for 44.2% of revenue in the first half of 2025, showing a year-on-year increase of 34.64% [2][13] - The demand for body care products is recovering, with consumers increasingly valuing emotional benefits and seasonal differentiation in product efficacy [2][13] Group 3: Company Strategies - Domestic beauty companies are expanding product lines and adopting multi-brand strategies to capture high brand recognition [3][13] - Recommended companies to watch include Lafang, Shangmei, Shanghai Jahwa, and Proya, which are focusing on differentiated positioning in the hair care market [3][13] Group 4: Real Estate Policy Changes - Recent policy changes in Shanghai and Beijing aim to relax housing purchase restrictions, signaling a shift in the real estate market towards stabilization [4][14] - The Shanghai policy allows families to purchase unlimited properties outside the outer ring, which is expected to improve the housing replacement chain [4][18] Group 5: Investment Outlook - The report maintains a "positive" rating on the real estate sector, anticipating further policy support to stabilize the market [4][18] - The core cities' real estate markets are expected to be at the bottom turning point, leading to a gradual recovery [4][18]