2026年要突破25亿，诺斯贝尔新增量在哪里？

Core Insights - The beauty ODM industry in China is facing dual pressures in 2025: price squeeze from the market and the need for transformation towards high-quality growth [2] - The industry is accelerating the elimination of outdated production capacity, with 1,318 companies shut down or deregistered in 2024, while only 542 new cosmetic production companies were registered in 2025 [2] - Companies that embrace high-quality development and move away from traditional bidding models are being rewarded by the market, as exemplified by the leading ODM company, Norsbel, which is expected to achieve revenue exceeding 2.2 billion yuan in 2025 [3][4] Industry Trends - The Chinese cosmetics market is undergoing a deep adjustment period characterized by stock competition and value return, with consumers increasingly prioritizing product quality, efficacy, and safety over cost [4] - Norsbel has diversified its client base, serving both international giants like Procter & Gamble and L'Oréal, as well as emerging brands, adapting to the changing demands for faster market response and localized innovation [6][7] - The competition focus is shifting from price to quality and technology, compelling the supply chain to innovate continuously to create core value [7] Company Strategy - Norsbel's growth in 2025 is attributed to its strategic focus on customer and product, achieving quality internal growth through meticulous efforts in R&D, market development, cost control, and human resource management [8] - The company has invested over 80 million yuan annually in R&D over the past three years, establishing a professional team of over 180 people and introducing 777 new raw materials in 2025 [8][9] - Norsbel is transitioning from a production service provider to a long-term technical partner, emphasizing the importance of research and innovation to enhance its comprehensive competitiveness [9] Technological Innovation - Digitalization is a key driver for Norsbel's efficiency, with over 82% of its smart factory's equipment being digitalized, supporting rapid market response and flexible supply [10] - The company has implemented AI technology in R&D and production processes, optimizing formula development and enhancing production efficiency [10] - Norsbel has developed an industry-first AI model for mask appearance detection, integrating machine vision and deep learning for high-precision quality control [10] Future Outlook - Norsbel aims to play a pivotal role in the global beauty innovation landscape, focusing on sustainable value creation through technological innovation and efficiency [19][20] - The company is positioned to leverage the globalization of Chinese technology, aiming to be a long-distance runner rather than a sprinter in the competitive landscape [20] - Norsbel's strategic roles include being a promoter of Chinese innovation, a connector of global beauty innovation, and a leader in industry standards [25][26]