Investment Rating - The report maintains a "Buy" rating for the cosmetics and medical beauty sector, highlighting strong growth potential and investment opportunities in the industry [14][19]. Core Insights - The cosmetics and medical beauty sector has shown resilience, outperforming the market during the week of August 29 to September 5, 2025, with the Shenwan Beauty Care Index declining only 0.8% [3][4]. - The transition to autumn skincare marks the beginning of a consumption peak for the sector, with significant sales events such as the Autumn Beauty Consumption Festival and Double 11 approaching, creating new investment opportunities [9][10]. - Major companies in the sector are optimistic about their performance in the second half of 2025, as indicated by a recent conference involving over ten beauty care companies [9]. Summary by Sections Industry Performance - The Shenwan Cosmetics Index remained stable, outperforming the Shenwan A Index by 1.4 percentage points, while the Shenwan Personal Care Index fell by 1.8%, underperforming the Shenwan A Index by 0.3 percentage points [3][4]. Key Company Reviews - **Mao Geping (1318HK)**: Reported a revenue of 2.59 billion yuan for H1 2025, a year-on-year increase of 31%, with a net profit of 670 million yuan, up 36%. The color cosmetics segment saw a revenue of 1.42 billion yuan, while skincare generated 1.09 billion yuan, reflecting strong brand momentum [10][11]. - **Shangmei Co. (02145HK)**: Achieved a revenue of 4.108 billion yuan in H1 2025, a 17.3% increase, with a net profit of 556 million yuan, up 34.7%. The main brand, Han Shu, contributed significantly to growth, with a revenue of 3.344 billion yuan [16][17]. Investment Recommendations - Recommended companies include Shangmei Co., Porlaia, and Shanghai Jahwa, which have strong brand matrices and relatively low PE multiples. Other notable mentions are Marubi Biological and Mao Geping, which are positioned well to benefit from the rise of domestic beauty brands [10][19]. - The report suggests focusing on companies with strong R&D capabilities and product pipelines, particularly in the upstream medical beauty segment, with a recommendation for Aimeike [10][19]. Market Trends - The report notes a significant increase in online sales, with H1 2025 online revenue for Mao Geping reaching 1.297 billion yuan, a 39% year-on-year increase, marking a shift in consumer purchasing behavior towards online platforms [12][18]. - The overall cosmetics retail market showed a 4.5% growth in July 2025, indicating a robust recovery in consumer spending [23][26]. Strategic Developments - Porlaia's investment in Huazhi Xiao reflects a strategic move to enhance its multi-brand strategy and capitalize on the influence of Gen Z consumers [28]. - The report highlights the competitive landscape, noting that domestic brands are increasingly capturing market share, with a notable shift in consumer perception from "value for money" to "quality choice" [32].

Core Insights - The Chinese beauty market is experiencing a significant transformation, with beauty products becoming an integral part of daily life for consumers, as evidenced by 88% of urban residents purchasing beauty products in the past year, averaging 13.6 purchases each [3][7][10] - The Worldpanel Consumer Index's 2025 Beauty Brand Footprint Report highlights the brands most chosen by consumers and those with substantial growth potential, using the Consumer Reach Point (CRP) metric to gauge brand popularity [5][11] Market Overview - The beauty market recorded a consumer reach of 5.47 billion instances in the past year, reflecting a robust growth of 7.6% compared to the previous year [7] - The shift from a "traffic era" to a "retention era" indicates that consumers are now more focused on making the right choices rather than just making purchases [10] Brand Rankings Skincare Segment - The top skincare brands in 2025 include JALA, L'Oréal Paris, and Han Shu, with local brands like Natural Hall and Pechoin showing strong performance [12] - Local brands are breaking free from the "cost-performance" label, leveraging precise market positioning and expertise to compete with international brands [11] Professional Skincare Segment - The professional skincare market is dominated by local brands like Winona and Yilian, which focus on sensitive skin care, while international brands like La Roche-Posay and Avene maintain a presence [14] - Local brands are innovating by addressing specific medical and skincare needs, leading to significant growth [15] Makeup Segment - The makeup category is seeing increased purchase frequency, with local brands like Carlan and Poryme leading the consumer preference rankings [16] - Emerging local brands are finding success by focusing on specialized products, such as waterproof eyeliners and long-lasting setting sprays [17] Hair Care Segment - The hair care market remains stable, with traditional brands like Head & Shoulders and Clear leading the consumer choice rankings [18] - Growth in this segment is driven by innovations focusing on scalp health, targeted repair, and enhanced sensory experiences [19] Future Trends - The 2025 rankings indicate a clear direction for future growth, emphasizing the importance of targeting niche markets, integrating technology with product offerings, and enhancing consumer experiences [20][21] - The potential for growth in the "mother and baby skincare" segment is highlighted, with brands like Kangaroo Mom successfully addressing specific consumer needs [20] - Innovations in product technology, such as AI customization and biotechnological advancements, are expected to reshape the competitive landscape [21] - The dual upgrade of functionality and experience in hair care products is evident, with trends moving towards creating a spa-like experience at home [22]

Core Viewpoint - The article discusses three effective face masks for brightening and hydrating skin, particularly for those who frequently stay up late and experience dullness and dryness [1]. Group 1: Product Summaries - Gu Yu Milk Skin Mask features a proprietary whitening ingredient, Aurora Licorice, with a purity of 99%, which is significantly more effective than Vitamin C and other common whitening agents, showing an 86.62% reduction in melanin within 72 hours [4][5]. - L'Oreal Ampoule Mask focuses on high-concentration hyaluronic acid for hydration, providing immediate moisture relief and improving skin texture, making it suitable for those with dry and dull skin [9][10]. - Cofu Beauty Collagen Patch is designed for sensitive skin and post-procedure recovery, utilizing a jelly-like bio-fiber material that provides soothing and repairing benefits, enhancing skin barrier health over time [11][12]. Group 2: Target Audience and Recommendations - Gu Yu Milk Skin Mask is ideal for individuals seeking immediate brightening and stabilization of skin tone, especially after late nights [5][14]. - L'Oreal Ampoule Mask is recommended for those experiencing dryness and dullness, providing quick hydration [10][14]. - Cofu Beauty Collagen Patch is the preferred choice for sensitive skin and those needing gentle repair, offering a calming effect during skin recovery [12][14].

Core Viewpoint - The stock of Shangmei Co., Ltd. (02145) has seen a significant increase, with a rise of over 10% during trading, attributed to strong growth in domestic beauty brands and successful performance on platforms like Douyin [1] Group 1: Company Performance - Shangmei Co., Ltd. reported a stock price increase of 9.12%, reaching HKD 82.55, with a trading volume of HKD 152 million [1] - The brand Han Shu achieved a remarkable growth of 58% in July, while other brands like Proya and Marubi also showed substantial growth rates of 23% and 72% respectively [1] - The company's GMV (Gross Merchandise Volume) for Han Shu is projected to reach 6.749 billion in 2024, representing a year-on-year growth of 102%, making it the top-ranked beauty brand on Douyin [1] Group 2: Market Trends - The domestic beauty brand market is experiencing a significant upward trend, with platforms like Douyin contributing to the growth of these brands [1] - The online self-operated channel revenue share for Shangmei Co., Ltd. is expected to rise from 39.6% in 2022 to 78.2% in 2024, indicating a shift towards online sales [1] - The company is also diversifying its e-commerce channels, with projected GMV growth rates for Han Shu during the Double Eleven shopping festival in 2024 of 57% on Tmall and 115% on JD.com [1]

Core Insights - Major beauty companies are aggressively recruiting OTC channel professionals, indicating a strategic shift towards OTC as a growth area in the beauty industry [2][4] - The OTC channel is expected to become a key growth engine for the industry in the next 3-5 years, driven by policy changes, market demand, and channel transformation [4][5] - The beauty sector is experiencing a talent and capital influx into OTC, with salaries for OTC positions significantly higher than traditional channels [4][6] Industry Trends - The number of drugstores in China exceeds 700,000, presenting a substantial market opportunity for beauty products, especially given the low current penetration rate of beauty products in drugstores [5] - The success of brands like Winona, which saw OTC sales grow from 500,000 yuan in 2016 to over 1 billion yuan in 2024, highlights the potential of the OTC market [6] - The beauty industry's gross margin exceeds 60%, making it an attractive category for drugstores facing declining profits in traditional pharmaceutical sales [6] Recruitment and Talent Dynamics - Beauty companies are restructuring their recruitment strategies for OTC channels, seeking candidates with a deep understanding of healthcare policies and market management [7][11] - The market is currently facing a shortage of professionals who possess both beauty and OTC distribution expertise, leading to high salary offers for qualified candidates [11][12] - Companies are establishing dedicated OTC divisions, indicating the channel's importance as a core strategic unit requiring independent investment and specialized strategies [11] Challenges and Market Dynamics - The entry into the OTC market is not straightforward, as beauty companies must navigate high channel costs and the need for significant product discounts to retailers [13] - Drugstores face challenges in selling beauty products due to customer behavior and the need for specialized product selection and marketing strategies [14] - The competition in the OTC space is characterized by a complex interplay of resources, brand identity, and operational capabilities, necessitating a comprehensive restructuring for beauty brands [15]

Core Viewpoint - The beauty giants are aggressively recruiting OTC channel professionals, indicating a significant shift in strategy towards OTC channels as a new growth engine in the beauty industry, driven by policy changes, market demand, and channel transformation [2][3]. Recruitment Trends - Major beauty companies like Proya, Shiseido, and Betaini are actively hiring for OTC-related positions, with salaries 30% to 50% higher than traditional cosmetic channels [5]. - The interest in OTC channels is expected to grow significantly, with projections indicating that by 2025, domestic beauty brands will heavily invest in OTC as a new growth area [5]. Market Dynamics - The OTC channel is evolving from a marginal space to a strategic focus for beauty giants, with the potential to become a primary growth driver in the next 3 to 5 years [3]. - The number of pharmacies in China exceeds 700,000, presenting a substantial market opportunity compared to the low beauty penetration rate of 0.5% in pharmacies [6]. Policy and Economic Factors - Recent policy relaxations, such as the Beijing Drug Administration's guidelines allowing pharmacies to sell cosmetics, have opened new avenues for beauty brands [5]. - The economic pressures on pharmacies, including profit declines due to healthcare cost controls, make beauty products, which have a gross margin exceeding 60%, an attractive option for pharmacies [7]. Sales Growth Examples - The OTC sales of the brand Winona have surged from 500,000 yuan in 2016 to over 1 billion yuan in 2024, showcasing the potential for growth in this channel [8]. Recruitment Requirements - The recruitment for OTC positions emphasizes the need for a deep understanding of healthcare policies and market strategies, with salaries for qualified candidates ranging from 50,000 to 80,000 yuan annually [10]. - The establishment of dedicated OTC divisions within beauty companies indicates a shift towards treating OTC as a core strategic unit requiring specialized investment and organizational structure [10]. Challenges in the OTC Market - The entry into the OTC market is not straightforward, as beauty companies face challenges such as high channel costs and the need to sell products at significant discounts to pharmacies [12]. - Pharmacies also face barriers in selling beauty products, including a lack of specialized selection and weak operational capabilities [12]. Conclusion - The entry of beauty brands into the OTC market represents a complex interplay of resources, capabilities, and market dynamics, necessitating a comprehensive restructuring of product logic and organizational capabilities [12].

Core Insights - The beauty brand competition on various platforms has intensified, with brands needing to adapt to changing consumer preferences and marketing strategies to survive in the market [1][21][29] Group 1: Douyin Platform Insights - 215 beauty and skincare brands achieved a GMV of over 100 million yuan on Douyin in the first half of 2025 [1] - The top 10 brands in terms of sales include both domestic and international brands, with notable names like 韩束 (Hanshu), 珀莱雅 (Proya), and 欧莱雅 (L'Oreal) [1][5] - Domestic brands such as 谷雨 (Guyu), 自然堂 (Naturally), and 丸美 (Marubi) have shown steady sales growth due to precise product positioning and marketing strategies [5][15] Group 2: Tmall Platform Insights - The top 20 skincare brands on Tmall accounted for 46.2% of the total category GMV, while the top 20 makeup and perfume brands accounted for 39.53% [10] - The presence of domestic brands in the top 20 has decreased compared to the previous year, with brands like 珀莱雅 (Proya) and 自然堂 (Naturally) losing their positions [10][11] - International brands such as 欧莱雅 (L'Oreal), 兰蔻 (Lancôme), and 雅诗兰黛 (Estée Lauder) have maintained strong positions, with some showing upward trends in rankings [11][14] Group 3: JD Platform Insights - JD's beauty sales exceeded 13.32 billion yuan in the first four months of 2025, with a projected total sales of over 30 billion yuan for the first half of the year [21][27] - International beauty brands dominate the rankings on JD, with no domestic brands appearing in the top five during major promotional events [25][27] - The growth of beauty products on JD has been significant, with some categories seeing sales increases of over 500% during promotional events [27][28] Group 4: Market Trends and Strategies - The competition among beauty brands is characterized by the need for tailored strategies that align with the unique ecosystems and user preferences of each platform [29] - Brands like MEICHIC and 蒂洛薇 (Tilowei) have achieved explosive growth on Douyin through innovative marketing strategies involving influencers and live streaming [29] - The overall beauty market in 2025 is expected to continue evolving, with brands needing to understand platform-specific dynamics to thrive [29]

Core Viewpoint - The beauty market in the first half of 2025 shows a mixed performance, with a historical high in retail sales but a decline in certain segments, indicating a competitive and structurally adjusting market landscape [2][5][29]. Retail Performance - The retail sales of cosmetics in China reached 229.1 billion yuan in the first half of 2025, marking a year-on-year growth of 2.9%, which is lower than the overall retail growth of 5% [2][6]. - In June 2025, the retail sales of cosmetics experienced a 2.3% year-on-year decline, marking the first month of decline this year [2]. Online Sales Dynamics - Online beauty sales exceeded 300 billion yuan in the first half of 2025, with a year-on-year growth of 8.6% and a transaction volume increase of over 10% [5][9]. - The five major e-commerce platforms (Taobao, JD, Douyin, Kuaishou, Pinduoduo) achieved a total transaction amount of 3210.75 million yuan, with a year-on-year growth of 8.59% [9][10]. Category Performance - Skincare remains the largest category with a transaction amount of 1971.82 million yuan, accounting for 64.4% of total online beauty sales, showing growth of 8.17% in transaction value [12][13]. - Makeup sales increased by 15.26% to 551.81 million yuan, while hair care emerged as a strong performer with a 20.67% increase in sales [15][29]. - Oral care saw a slight increase of 2.49% in transaction value but a decline in transaction volume, indicating a trend towards premiumization [15][19]. Brand Landscape - The top three brands in the beauty sector are L'Oréal, Proya, and Han Shu, with domestic brands making significant inroads but still trailing behind international brands in market share [21][23]. - In the makeup category, domestic brands captured 11 out of the top 20 positions, with notable performances from brands like Mao Geping and Huaxizi [26]. Market Trends - The rise of men's beauty products and refined personal care categories indicates a shift in consumer preferences, with significant growth in men's skincare and hair care [20][29]. - The overall market is experiencing structural adjustments, with brands needing to adapt to changing consumer demands and competitive pressures [29].

[Table_Title] 研究报告 Research Report 27 Jun 2025 Research Report on the Entire 618 Cycle of the Beauty Category on both Taobao/Tmall and Douyin Platforms 中国化妆品 China (A-share) Cosmetics 美妆品类 618 全周期淘系和抖音双平台调研报告 寇媛媛 Yuanyuan Kou 吴颖婕 Mindy Wu yy.kou@htisec.com mindy.yj.wu@htisec.com [Table_yemei1] 热点速评 Flash Analysis [Table_summary] (Please see APPENDIX 1 for English summary) 本次 618 期间，淘系为美妆销售主战场但销售略低于预期，抖音美妆增速高于抖音大盘增速。淘系平台 5.13-6.20 的 GMV 略超 400 亿，同比增长超 10%，不及平台预期目标。总体淘系平台大盘增速同样不及预期，主要由于政策 调整导致爆发力减弱，去年跨店满减活动单日 ...

Core Viewpoint - The article emphasizes the importance of maintaining youthful skin and overall health through five key habits, while promoting specific skincare products from 可复美 as effective solutions for aging skin [9][30]. Group 1: Key Habits for Youthful Skin - Habit 1: Consistent sun protection is crucial, as UV damage is irreversible, necessitating the use of sunscreen or protective gear even on cloudy days [10][12]. - Habit 2: Avoiding late nights is essential, as lack of sleep reduces skin repair capabilities and accelerates collagen loss [15][17]. - Habit 3: A healthy diet is important, recommending low oil, salt, and sugar intake, along with adequate hydration of at least 2000 milliliters (approximately 8 cups) of water daily [19][21]. - Habit 4: Regular exercise, at least three times a week, boosts metabolism and improves skin condition [24][25]. - Habit 5: A consistent skincare routine is necessary post-25 years of age, focusing on collagen replenishment and skin nourishment [26][30]. Group 2: Product Promotion - The article promotes 可复美's collagen products, highlighting their effectiveness and the special offers available during the 618 shopping festival [32][37]. - Specific products mentioned include: - 可复美胶原棒, which helps repair the skin's collagen barrier and is suitable for sensitive skin [41][45]. - 可丽金胶卷面霜, designed to promote collagen production and improve skin elasticity [52][56]. - 可丽金胶卷眼霜, which targets fine lines around the eyes and enhances skin firmness [60][65]. - 可丽金大膜王, an upgraded face mask that provides intensive care for dull and sagging skin [68][71]. - 可复美胶囊精华油, which emphasizes the concept of "nourishing skin with oil" for long-lasting hydration [74][78]. Group 3: Promotional Activities - The article outlines promotional activities for the upcoming live broadcast, including a lottery for Xiaomi phones and special giveaways for early participants [82][84]. - Participants are encouraged to share their experiences with 可复美 products to qualify for additional rewards [84].