Proya(SH:603605) KAIYUAN SECURITIES·2025-12-03 14:45Investment Rating - The investment rating for the industry is "Positive" (maintained) [1] Core Insights - The report highlights the acquisition of 100% equity of Siyuanli by Meili Tianyuan for 1.25 billion RMB, which consolidates the top three brands in the Chinese beauty service industry, enhancing market share and competitive positioning [8][37] - The Double Eleven shopping festival saw a total e-commerce sales of 1.695 trillion RMB, a 14.2% increase from 2024, with beauty products generating 132.5 billion RMB in sales [9][41] - The report emphasizes the trend of "emotional consumption" driving growth in high-quality companies within the medical beauty and cosmetics sectors [10][66] Summary by Sections Medical Beauty - Meili Tianyuan's acquisition of Siyuanli aims to create a "triple strong alliance" in the high-end beauty market, with a projected market share increase in 20 major cities [8][37] - The report recommends focusing on upstream medical beauty product manufacturers and expanding chain medical beauty institutions, highlighting companies like Aimeike and Kedi-B as key investment targets [10][66] Cosmetics - The Double Eleven sales performance was strong, with beauty products leading the way, particularly domestic brands like Proya and Han Shu, which dominated sales across multiple platforms [9][41][48] - The report identifies a shift towards high-priced and multifunctional skincare products, with a significant increase in sales for premium beauty items during the festival [57][66] Investment Recommendations - The report suggests investing in companies that cater to emotional value and innovative safe ingredients, particularly domestic brands like Proya, Shangmei, and Marumi, which are expected to continue their growth trajectory [10][66] - It also highlights the importance of integrating AI technology into e-commerce platforms to enhance consumer experience and operational efficiency [62][66]