自然堂9成收入靠单品，“科技美妆”营销费超研发20倍

Core Viewpoint - Natural Hall, a well-known domestic beauty brand, is facing challenges in profitability and research and development, despite its historical significance and market presence [2][4]. Financial Performance - Revenue for Natural Hall from 2022 to 2024 is projected to be 4.292 billion, 4.442 billion, and 4.601 billion yuan, with net profits of 139 million, 302 million, and 190 million yuan respectively [4]. - The compound annual growth rate (CAGR) for revenue from 2022 to 2024 is only 3.5%, significantly lower than the industry average of 6.6% [4]. Revenue Structure - Approximately 90% of Natural Hall's revenue is derived from its core brand, "Natural Hall," indicating a heavy reliance on a single brand [5][6]. - The other four brands under Natural Hall contribute only about 5% of total revenue, highlighting limited market influence [7]. Marketing and R&D Expenditure - Natural Hall maintains a high gross margin, but its net profit margin fluctuates between 3.2% and 7.8%, which is considerably lower than competitors [9]. - Marketing expenses from 2022 to 2024 exceeded 7.5 billion yuan, while R&D investment was only about 348 million yuan, indicating a marketing-to-R&D expenditure ratio of 21.55 times [10][11]. Channel Strategy - Online revenue share increased from 59.7% to 68.8% from 2022 to the first half of 2025, while offline revenue share decreased to around 30% [12]. - Despite the growth in online sales, Natural Hall continues to expand its offline retail presence, with over 62,700 retail terminals as of mid-2025 [13]. Corporate Governance - Natural Hall is a family-controlled business, with the Zheng family holding 87.82% of voting rights, ensuring significant control over strategic decisions [14]. - The company recently brought in strategic investors, including L'Oréal and CVC Capital, while maintaining family control over the board [15]. Market Position and Challenges - The Chinese cosmetics market is projected to grow from 779.4 billion yuan in 2019 to 934.6 billion yuan in 2024, with domestic brands expected to capture over 50% market share by 2025 [16]. - Natural Hall's reliance on celebrity endorsements poses risks, as seen with recent controversies affecting brand reputation [16][17].