Core Viewpoint - The article discusses the competitive landscape of the collagen market in China, highlighting the success of domestic brand Chuangfukang, which has maintained stable prices for 23 years despite technological advancements and market pressures [2][5][14]. Market Background - The collagen market is on the brink of a "second explosion," with projections indicating that by 2027, the overall market size in China will reach 173.8 billion yuan [3]. - The rise of recombinant collagen has significantly contributed to market growth, with domestic companies breaking international barriers in collagen technology [3][5]. - The article emphasizes the importance of scientific communication in addressing consumer skepticism regarding price increases in collagen products [5][24]. Technological Breakthroughs - Chuangfukang, under Chuang'er Biotechnology, has made significant advancements in collagen extraction technology, reducing costs from 2,000 to 7,000 yuan per gram for imported collagen to a fraction of that for domestic products [3][12][19]. - The company has achieved FDA certification for its raw materials and has expanded its market reach to Europe, the U.S., and South Korea [3][5]. Challenges in Communication - The article identifies three main issues in the scientific communication of collagen products: homogenized messaging, lack of cost transparency, and a disconnect in consumer understanding of the medical benefits of collagen [5][24]. - Chuangfukang's low profile in the market has hindered broader consumer awareness of its technological breakthroughs [5][24]. Marketing and Consumer Engagement - The collaboration with the advertising agency Shizhi Xiang aims to address consumer concerns about pricing and technology through direct dialogue and transparency [6][8][24]. - The marketing strategy focuses on establishing trust through third-party validation and addressing sensitive pricing issues directly [24][26]. Brand Positioning - Chuangfukang's commitment to not raising prices for over two decades reflects its philosophy of making technological innovations accessible to a broader audience [14][19]. - The brand has achieved a high customer loyalty rate, with a 50% repurchase rate, attributed to its competitive pricing and product quality [20][22]. Conclusion - The article concludes that Chuangfukang's journey exemplifies the potential of domestic brands to innovate and maintain ethical pricing in a competitive market, emphasizing the need for effective communication strategies to enhance consumer trust and brand image [24][28].

Investment Rating - The report upgrades the investment rating to "Buy" for the company [1]. Core Insights - The company has shown strong performance with significant revenue growth driven by key products and brand strategies [6][5]. - The financial outlook remains positive with projected revenue and profit growth over the next few years [5][6]. - The company is focusing on optimizing its marketing strategies and enhancing product offerings to capture market share [6]. Financial Data and Profit Forecast - Total revenue for 2024 is projected at 2,970 million, with a year-on-year growth of 33.4% [5]. - The net profit attributable to the parent company for 2024 is expected to be 342 million, reflecting a growth of 31.7% [5]. - The gross margin for 2024 is forecasted at 73.7%, an increase of 3.01 percentage points compared to the previous year [6]. - The company anticipates a net profit of 438 million in 2025, with a year-on-year growth of 28.2% [5]. Revenue Breakdown - Revenue from eye care products reached 689 million, a year-on-year increase of 60.78% [6]. - Skincare products generated 1,125 million, growing by 21.60% year-on-year [6]. - The main brand, Marubi, achieved revenue of 2,055 million, up 31.69% year-on-year, while the sub-brand, Lianhuo, saw a 40.72% increase [6]. Marketing Strategy - The company is enhancing its marketing efforts around key products, participating in major online promotional events, and leveraging social media for brand engagement [6]. - The focus on big-ticket items and targeted marketing campaigns has resulted in significant brand visibility and consumer connection [6].