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【纺织服装】以小见大、以油养肤,塑造高端护肤品牌心智——林清轩(H02170.HK)招股说明书解读(姜浩/孙未未)
光大证券研究·2025-07-22 08:38

Core Viewpoint - Lin Qingxuan is a leading high-end domestic skincare brand in China, focusing on anti-wrinkle and firming skincare products, with its flagship product being the camellia oil facial essence, which has ranked first in retail sales for 11 consecutive years since its launch in 2014 [3]. Industry Overview - The Chinese cosmetics market is projected to reach a scale of 688.6 billion yuan in 2024, with skincare products accounting for the largest share at 461.9 billion yuan. The compound annual growth rate (CAGR) for skincare from 2019 to 2024 is 6.8%, and it is expected to accelerate to 8.6% from 2024 to 2029 [4]. - The facial essence oil category is experiencing significant growth, with a market size of 5.3 billion yuan in 2024 and a CAGR of 42.8% from 2019 to 2024, expected to slow to 21.3% from 2024 to 2029. Anti-wrinkle and firming skincare products are also in high demand, with a CAGR of 15.0% from 2019 to 2024 and an expected 18.9% from 2024 to 2029 [4]. Company Highlights - The company has successfully positioned itself in the niche market of facial essence oil, with this category representing 37% of its revenue in 2024. Revenue and gross margin for this category have been consistently increasing from 2022 to 2024, with projected revenue growth of 30.4% in 2023 and 57.6% in 2024 [5]. - The company maintains a balanced distribution of online and offline channels, with online revenue growth of 26.3% in 2023 and 81.1% in 2024, contributing to overall growth. Offline stores enhance the brand's high-end skincare image, with rapid growth in non-direct stores [5].