以下文章来源于网易清流工作室 ，作者周淼 网易清流工作室 . 作者 | 周淼 来源 | 网易清流工作室 导语：林清轩在2020年启动联营模式，2023年开放加盟模式，清流工作室注意到，关于加盟模式，林清轩 曾在2023年宣称计划一年开店300家店、3年开店1500家，并一度给出加盟商55%-60%的毛利保证。 近期，上海林清轩生物科技股份有限公司（下称"林清轩"）向港交所递交招股书，拟主板挂牌上市，中信证券 与华泰国际为联席保荐人。该公司成立于2003年，主打功效护肤概念、以"高端国货"为核心标签，茶花精华油 一直是林清轩收入最高的品类，贡献了近四成收入。 凭借"以油养肤"概念及山茶花精华油这一明星单品，林清轩顺利切入国内高端护肤赛道，在2024年实现营收 12.1亿元，经调整后的净利润为2亿元，虽然营收和净利润并不算高，但毛利率却高达82.5%，明显高于同行水 平。 不过笔者注意到，作为以油养肤概念的先行者，林清轩近年曾因虚假宣传多次遭到行政处罚，涉及多家子公司 已在报告期内注销。此前不久，林清轩刚因在线下广告中使用了"山茶花抗老修护"、"抗衰"等字样，被当局以 虚假宣传为由予以处罚。 另一方面，林清轩也因 ...

Core Viewpoint - The article emphasizes the importance of balance in health and nutrition, presenting ManJu's unique oil products as a solution for achieving this balance through scientifically formulated ingredients and innovative production methods [1][3]. Group 1: Product Features - ManJu's oil features a precise balance of Omega 3/6/9 in a golden ratio of 2:1:1, catering to the body's nutritional needs [3]. - The oil contains Super Omega 9 from the oil of the Camellia oleifera, which aids in repairing damaged brain nerve pathways and promotes nerve cell regeneration, with each 5ml serving providing approximately 45mg of this beneficial compound [3]. - Additional components like lignans and phytosterols help regulate hormone balance and provide antioxidant benefits, along with Vitamin E for skin health [3]. Group 2: Nutritional Preservation Technology - ManJu employs three preservation technologies to maintain nutritional integrity: 1. Low-temperature cold pressing at 40°C, preserving 99% of active ingredients, significantly higher than the industry average of 80°C [6]. 2. Nitrogen packaging technology that prevents oxidation by injecting low-temperature pure nitrogen into the bottle [6]. 3. High-precision physical filtration that avoids nutrient destruction from industrial refining processes [6][11]. Group 3: Skincare Benefits - ManJu promotes a skincare philosophy that emphasizes oil-based nourishment, addressing common skin issues such as acne and sensitivity through natural ingredients [8][9]. - The product line aims to enhance skin quality by inhibiting melanin production and improving blood circulation, resulting in a healthier complexion [10]. - The combination of antioxidants in the oil helps improve skin elasticity and reduce dullness, promoting a natural glow [10]. Group 4: Consumption Experience - The product is designed for a pleasant consumption experience, featuring small cup packaging that encourages self-discipline and enjoyment [12]. - The "health currency" concept allows users to engage in a playful and stress-relieving manner while consuming the oil, enhancing emotional well-being [13]. - ManJu's oil is positioned as a companion for modern women, promoting a healthy lifestyle through innovative consumption methods [15][16]. Group 5: Market Insights - According to a report by iResearch, urban women have evolving expectations for oils, seeking benefits beyond basic nutrition, such as anti-inflammatory and anti-aging properties [17]. - The product is marketed for various uses, including low-temperature cooking, as a nutritional companion for beverages, and as part of a beauty regimen [18].

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].

Core Viewpoint - The article highlights the remarkable growth and transformation of Lin Qingxuan, a Chinese skincare brand, under the leadership of its founder Sun Laichun, emphasizing its journey from near bankruptcy to becoming a leading player in the high-end skincare market with a focus on camellia oil products [4][5][10]. Group 1: Company Overview - Lin Qingxuan was founded by Sun Laichun, who registered the brand name 20 years ago, and has since become a benchmark in the anti-wrinkle skincare sector in China [5][6]. - The brand has achieved significant sales milestones, with a cumulative sales volume of 30 million bottles of its star product, the camellia oil, and has maintained the top position in facial oil sales in China for 11 consecutive years [8][10]. Group 2: Financial Performance - Lin Qingxuan's revenue is projected to grow from 6.91 billion yuan in 2022 to 12.10 billion yuan in 2024, marking a 75% increase [10]. - The net profit has reversed from a loss of 5.93 million yuan to a profit of 1.87 billion yuan during the same period [10]. - The camellia oil product line has seen revenue growth from 2.18 billion yuan to 4.48 billion yuan, increasing its share of total revenue from 31.5% to 37% [11]. Group 3: Market Position and Strategy - Lin Qingxuan has positioned itself as a high-end domestic skincare brand, ranking first in retail sales among Chinese high-end skincare brands and being the only domestic brand in the top 15 of high-end skincare brands in China [11]. - The company has successfully transitioned to online sales, with online revenue reaching 7.14 billion yuan in 2024, accounting for 59.1% of total revenue [12]. Group 4: Future Plans and Market Trends - Lin Qingxuan plans to use IPO funds to enhance its high-end domestic brand image, expand into Southeast Asia, and develop new anti-wrinkle technologies [15]. - The high-end anti-wrinkle skincare market in China is expected to grow at a compound annual growth rate of 21.2%, from 59.4 billion yuan in 2024 to 155.5 billion yuan by 2029 [15].

又一家国货护肤品牌冲击上市。继毛戈平成功上市后，近日，上海林清轩生物科技股份有限公司（以下 简称"林清轩"）向港交所递交招股书，正式开启上市流程。 据了解，林清轩成立于2003年，专攻功效护肤领域。主打功效护肤概念、以中高端为定位的林清轩用一 瓶"红山茶花精华油"，成功获得资本青睐。2024年，林清轩在中国高端国货护肤品牌中零售额排名第 一。 长江商报记者注意到，尽管2024年林清轩毛利率高达82.5%，但公司仍面临多项挑战。目前公司存在对 大单品山茶花精华油的依赖，其他新品表现平平。高端定位需要建立护城河，而公司的研发相对乏力。 2022—2024年，林清轩营销及推广开支三年累计达到7.6亿元，同期研发开支为7126.9万元。因广告用语 问题，林清轩还曾被认定虚假宣传并受到处罚。 如何改变产品单一局面、维持高端定位，对林清轩来说是一大考验。 精华油单品贡献近四成营收 招股书显示，林清轩是中国高端国货护肤品牌商，长期致力于提供基于天然、山茶花成分的高端护肤改 善方案。目前，林清轩拥有188个SKU（最小存货单位），涉及精华油、面霜、乳液等品类，其中山茶 花面部精华油为核心产品。 据灼识咨询数据，按零售额计，2 ...

洞见 （DJ00123987） ——不一样的观点，不一样的故事，3000万人订阅的微信大号。点击标 题下蓝字"洞见"关注，我们将为您提供有价值、有意思的延伸阅读。 夏季好物专场，吃、穿、玩应有尽有 预约直播，抢好物福利 有没有发现： 皮肤好，真的很显气质！ 脸蛋又白又滑，哪怕是素颜出门，也会不自觉的被她吸引，投去羡慕的目光。 然而现实生活中，大部分人都有各种各样的皮肤问题： ❌暗沉无光、敏感、脱皮 ❌紧绷、红脸蛋、大毛孔、黑头…… 好在我目前没有这个烦恼了，这都得感谢我那个从事护肤行业的表姐，一年前给我安利了一款 玫瑰纯露。 它成分是单纯的玫瑰花水，不仅保湿舒缓还减缓氧化，我用了一年多： 肉眼可见的变好、变嫩、变润，白里透红的~ Anfany这款玫瑰纯露我们也已经开团有一年了，直接是卖爆了，复购率也相当高！ 用过的姐妹们没有一个是不夸的！ 也是因为和玫瑰纯露结缘，很多粉丝都在后台留言： 有没有玫瑰精华油？ 玫瑰精华油那可是玫瑰纯露的 升级精华版 ，用起来效果那是直接翻几倍啊！ 于是品牌方马不停蹄开始了研究工作，足足耗时一年多，终于把玫瑰精华油研究透了。 这不，我和闺蜜们试用后纷纷夸超级好用，所以产品一上线就立 ...

近期，上海林清轩生物科技股份有限公司（下称"林清轩"）向港交所递交了IPO申请。 林清轩定位高端市场，主攻面部精华油等各类护肤品。作为大单品的山茶花精华油，截至2024年末累计销量已经突破3000万瓶。 乘风"以油养肤"理念，林清轩收入规模已经突破10亿元大关，2024年收入、净利润分别达到12.1亿元、1.87亿元，分别同比增长了50.27%、 121.06%。 这离不开林清轩从精华油到面霜等多品类的布局。同时线上渠道的持续增长亦是重要的助推力，2024年贡献了7.14亿元收入，同比增长了超8成。 其基本原理是通过补充和强化皮肤天然的油脂屏障，达到肌肤修复、滋养等目的。 这当中所用到的护肤品便是面部精华油，市场规模从2019年的9亿元增长至2024年的53亿元，复合年增长率达到42.8%。 即便如此，林清轩身上的争议依旧存在。 一方面，"以油养肤"仍是小众市场，这导致林清轩需要比一般护肤品企业付出更多的推广费用才能推动产品的规模化销售。2024年销售费用率为 56.86%，较同期行业中位值高出近10个百分点； 另一方面，尽管定位高端市场，但林清轩的线下门店多位于二线及以下城市。 这都让林清轩的高端护肤品之路 ...

Core Viewpoint - Lin Qingxuan, a high-end domestic skincare brand, has submitted its IPO application to the Hong Kong Stock Exchange, marking its ambition to enter the public market after 23 years of establishment [1] Company Overview - Founded in 2003 by Sun Chunlai, Lin Qingxuan has gained popularity among young consumers through its unique marketing strategies, including the distribution of handmade essential oil soaps [1] - The brand claims to rank first among domestic high-end skincare brands in China based on retail sales for 2024, and it is the only domestic brand among the top 15 high-end skincare brands in China [1] Financial Performance - Lin Qingxuan's revenue for the years 2022 to 2024 was reported as 691 million yuan, 805 million yuan, and 1.209 billion yuan respectively [2] - The company's profit over the past three years showed significant fluctuations, with figures of -5.93 million yuan, 84.5 million yuan, and 186 million yuan, indicating a transition from losses to profitability [2] Market Trends - The high-end skincare market in China has grown from 749 billion yuan in 2019 to an expected 1,144 billion yuan in 2024, with projections to reach 2,185 billion yuan by 2029 [3] - The market for high-end anti-wrinkle and firming products is projected to grow from 594 billion yuan in 2024 to 1,555 billion yuan by 2029, with a compound annual growth rate (CAGR) of 21.2% [3] Product Strategy - Lin Qingxuan has focused on essential oil skincare, with its signature Camellia Oil leading sales, accounting for 31.5%, 35.3%, and 37% of total revenue over the past three years [5] - The company has also introduced new products, with facial creams becoming a significant revenue contributor, increasing from 13.7% of total revenue in 2022 to 15.7% in 2024 [5] Brand Positioning - Despite its focus on essential oils, Lin Qingxuan struggles to position itself as a "high-end" brand compared to international competitors like La Mer and Sisley [6] - The average price per milliliter for Lin Qingxuan's Camellia Oil is approximately 27.3 yuan, significantly lower than that of its high-end counterparts [6] Distribution Channels - As of 2024, Lin Qingxuan operates 506 stores nationwide, with a significant presence in new first-tier and third-tier cities [7] - The company has seen a shift in sales channels, with online sales projected to account for 59.1% of revenue in 2024, compared to 40.8% from offline channels [6] Challenges Ahead - Lin Qingxuan's primary market is in new first-tier and third-tier cities, but competition from international brands like Lancôme and Estée Lauder poses challenges for capturing the high-end market segment [8] - The company's R&D expenditures from 2022 to 2024 were 21.1 million yuan, 19.7 million yuan, and 30.4 million yuan, representing a moderate investment level relative to its revenue base [8]

证券研究报告·行业跟踪周报·商贸零售 证券分析师 张家璇 商贸零售行业跟踪周报 林清轩正式递表港交所，国产高端护肤开启 资本化新篇章 增持（维持） [Table_Tag] [投资要点 Table_Summary] 2025 年 06 月 04 日 证券分析师 吴劲草 执业证书：S0600520090006 wujc@dwzq.com.cn 证券分析师 石旖瑄 执业证书：S0600522040001 shiyx@dwzq.com.cn 执业证书：S0600520120002 zhangjx@dwzq.com.cn 证券分析师 阳靖 执业证书：S0600523020005 yangjing@dwzq.com.cn 证券分析师 郗越 执业证书：S0600524080008 xiy@dwzq.com.cn 研究助理 王琳婧 执业证书：S0600123070017 wanglj@dwzq.com.cn 行业走势 -14% -8% -2% 4% 10% 16% 22% 28% 34% 40% 46% 2024/6/3 2024/10/1 2025/1/29 2025/5/29 商贸零售 沪深300 相关研究 《酒店集团业 ...

目前，林清轩山茶花精华油已进阶至第五代，截至去年12月底销量已累计突破3000万瓶。根据灼识咨询 的资料，按全渠道总零售额计，山茶花精华油自2014年以来连续11年在所有面部精华油产品中稳居全国 榜首。该产品同时也是中国面部精华油品类中唯一一款连续8年零售额超过人民币1亿元的产品。 尽管林清轩精华油系列产品贡献较大，但业绩高增背后也存在单一品类高度依赖的隐忧。因此，林清轩 此次IPO募集的资金，便是用于持续研发核心成分和打造多品类产品，不断拓展围绕山茶花的护肤品矩 阵。截至目前，林清轩已开发出山茶超胜肽、山茶超胶原、山茶超A醇、山茶花愈伤组织提取物滤液及 多肽组合物等一系列专利成分。 值得一提的是，此次林清轩的赴港上市，也算赶上了一波国内消费类企业的上市热潮。自去年以来，不 少消费类企业在港交所这趟资本快车上尝到了"甜头"。例如，蜜雪冰城今年3月在港交所挂牌上市，融 资认购超5258倍，认购金额超1.8万亿港元，成为港股"冻资王"；美妆品牌"毛戈平"的股价也较上市首 日上涨两倍，市值超540亿港元。最近，潮玩公司52TOYS、高端月子中心"圣贝拉"、雷军投资的文创品 牌"铜师傅"、零食品牌"鸣鸣很忙"、始祖鸟 ...