Core Viewpoint - The "14th Five-Year Plan" emphasizes boosting consumption as a core element in expanding domestic demand and constructing a new development pattern, making consumption a primary focus for long-term value investment in the equity market [1] Group 1: Market Performance - The Hong Kong stock market has shown remarkable performance this year, with the Hang Seng Index increasing by 35.41% year-to-date as of November 14 [2] - The market has attracted a number of quality listed companies in sectors such as technology, consumption, pharmaceuticals, and high dividends, with emerging consumer enterprises closely aligned with young consumer trends [2] Group 2: Investment Opportunities - A new theme fund focusing on quality companies in the Hong Kong stock market, particularly in the consumer sector, has been launched, prioritizing company growth and industry competition [1] - The fund aims to identify companies with solid fundamentals and matching valuations, leveraging the team's long-term investment experience in Hong Kong stocks [1] Group 3: Consumer Market Trends - The current consumer market is characterized by resilience in essential consumption and recovery in discretionary spending, with strong performance in service consumption sectors like tourism and dining [2] - The rise of domestic brands and new consumption trends, such as value-for-money products and emotional consumption, are becoming new growth drivers [2] - The Hang Seng Consumer Index aligns well with industry trends, covering sectors like food and beverages, textiles, and leisure tourism [2] Group 4: Future Outlook - As profitability in the consumer sector continues to improve, valuations are expected to rise again, supporting future economic growth and company valuations [2] - The overall outlook for the Hong Kong stock market remains optimistic in the medium to long term, driven by both sentiment and corporate factors [2]

Investment Rating - The report maintains a "Positive" outlook on the cosmetics and medical beauty industry, highlighting strong performance in the sector [2]. Core Insights - The cosmetics and medical beauty sector outperformed the market, with the Shenwan Beauty Care Index rising by 3.7% from November 7 to November 14, 2025, surpassing the market average [3][4]. - The Double 11 shopping festival saw significant sales for domestic brands, with Proya leading sales on Tmall for three consecutive years, indicating a sustained rise of domestic brands [9][30]. - Proya has re-entered the men's skincare market, launching a new product line aimed at addressing various skincare needs, which is seen as a strategic move to enhance revenue and compete with international brands [30]. - Marubi Biotech announced plans for an H-share listing in Hong Kong to strengthen its capital base and international strategy, following similar moves by other domestic beauty brands [31]. Summary by Sections Industry Performance - The Shenwan Beauty Care Index increased by 3.7%, with the cosmetics index up by 2.5% and personal care index up by 3.7%, indicating strong sector performance [3][4]. - The Double 11 sales event resulted in high single-digit growth in online GMV for beauty products, second only to home appliances and clothing [9]. Key Company Developments - Proya's Q3 2025 revenue reached 7.098 billion yuan, a year-on-year increase of 1.89%, with a net profit of 1.026 billion yuan, reflecting a stable performance despite a slight decline in Q3 [10][11]. - Marubi Biotech's revenue for the first three quarters of 2025 was 2.45 billion yuan, a 25.51% increase year-on-year, indicating strong growth potential [31]. Market Trends - The cosmetics retail sector saw a 9.6% year-on-year growth in October 2025, driven by the Double 11 shopping festival, which boosted consumer demand [25][27]. - Domestic brands are gaining market share, with Proya and other local brands performing well against international competitors [34]. E-commerce Insights - Data from October 2025 shows that Proya achieved a GMV of 21.5 billion yuan across Tmall and Douyin, despite a 9% decline year-on-year, indicating resilience in a competitive market [24]. - The report highlights the importance of e-commerce channels for domestic brands, which are leveraging their advantages in pricing and local market insights to capture market share [34].

Group 1 - The core observation is that during the 2025 "Double 11" shopping season, domestic brands dominated sales across multiple platforms, indicating a significant shift in consumer preference towards local products [1] - Data from Tmall shows that the Chinese brand Proya ranked first in beauty sales, while two out of the top three positions in apparel sales were also occupied by Chinese brands [1] - According to JD's data, Chinese brands held two of the top three positions in cumulative mobile phone sales, and Douyin reported that domestic brands topped the lists for trendy menswear and fashionable womenswear [1] Group 2 - The change in consumer preferences is supported by a report from Accenture, which indicates that around 60% of consumers now prefer domestic products, a significant increase from previous years [1] - In the home appliance category, the preference for domestic brands rose from 55% in 2021 to 69% in 2025, while in the beauty and skincare category, the preference increased from approximately 12% to 43% during the same period [1] - This trend reflects a broader shift in consumption patterns from international brand dominance to a comprehensive rise of domestic products, marking the "Double 11" event as a natural culmination of these changes [1] Group 3 - The performance of domestic brands during "Double 11" is attributed to changes in consumption structure and industrial upgrades, with consumers prioritizing quality and experience [2] - The success of domestic brands is also linked to continuous investments in brand enhancement and R&D, which have been ongoing for several years [2] - The growth in brand orders has stimulated demand for local components, materials, and manufacturing services, creating a positive cycle that enhances domestic economic momentum [2] Group 4 - Industry experts believe that domestic brands have transitioned from being "alternatives" to competing on equal footing with international brands, driven by sustained investments in quality, technology, and branding [3] - Future success for domestic brands will depend on continuous improvements in product strength, innovation, and global capabilities, rather than relying solely on promotional events [3]

本报记者谢若琳见习记者何成浩 2025年"双11"购物季正式收官，其间多平台榜单上国产品牌占据"C位"。例如，天猫相关数据显示，美 妆销售额榜单中国品牌珀莱雅位列第一，服饰销售榜单中国品牌占得前三中的两个席位。京东相关数据 显示，手机品牌累计销量排名中，中国品牌占得前三中的两个席位。抖音相关数据显示，趋势男装及时 尚女装品牌榜中，第一皆为国产品牌。在业内人士看来，今年的"国货热"并非偶然，而是过去几年消费 结构变化在"双11"场景下的一次集中体现。 埃森哲《美好生活新主张—中国消费者洞察》报告显示，近五年来，中国消费者的品牌偏好正在悄然改 变，进口品牌不再是"优先项"，六成左右的消费者现在会选择国货。如家用电器品类，在2021年，55% 的消费者会优先选择国际品牌，而2025年，69%的消费者会优先选择国产品牌。美妆护肤品类，从2021 年的约12%优先选择国产品牌提升至2025年的43%。 袁帅认为，从宏观层面看，国货在"双11"的表现，折射出消费端与供给端的一系列深层变化：一方面， 消费侧更重视品质与体验，愿意为"好国货"反复买单；另一方面，供给侧通过技术投入和供应链改造， 不断增强产品竞争力。"这一轮' ...

Core Insights - Starbucks is undergoing a significant transformation in the Chinese market, marking a shift from being a foreign brand to a local partner through a strategic collaboration with Boyu Capital [1][19] - The narrative of foreign brands in China is changing, as the allure of foreign brands diminishes and local brands gain prominence [2][25] Group 1: Market Dynamics - Over the past decade, Starbucks has defined the Chinese coffee market, selling not just coffee but a lifestyle and social experience [4] - The rise of competitors like Luckin Coffee and Kudi has shifted the perception of coffee from a luxury experience to a more affordable beverage, leading to a price war [6][9] - Consumers are increasingly valuing product experience, convenience, and price over brand prestige, indicating a shift in consumption habits [13][28] Group 2: Strategic Adjustments - Starbucks has attempted to adapt by introducing services like "Fei Kuai" and collaborating with platforms like Tmall, but these efforts have not addressed the fundamental issues of pricing and consumer perception [14] - The partnership with Boyu Capital allows Starbucks to retain 40% ownership while integrating local capital into its decision-making process, signifying a shift towards a co-governance model [17][19] - This trend of foreign brands localizing their operations is becoming more common, as seen with other brands like Burger King and McDonald's [20][22] Group 3: Cultural Shift - The myth that imported brands equate to high quality is being dismantled, as local brands like Mixue and Manner gain traction and redefine consumer expectations [24][27] - The cultural awakening among Chinese consumers is leading to a preference for local brands that resonate more with their values and experiences [28][29] - The competitive landscape is evolving, with local brands not only dominating the domestic market but also expanding internationally, challenging the traditional dominance of foreign brands [26][31]

Core Viewpoint - The article highlights the rapid rise of domestic brands in China, showcasing their improved quality, aesthetic appeal, and cost-effectiveness, which has led to a significant shift in consumer preferences towards domestic products [3][5]. Group 1: Rise of Domestic Brands - Domestic brands have transformed from having a reputation for poor quality and cheap packaging to becoming competitive and innovative, with numerous brands emerging in the market [3][4]. - Notable domestic brands such as Shilang, Pianzihuang, and Mayinglong are gaining recognition for their professional capabilities and product effectiveness [4][5]. Group 2: Product Recommendations - The article lists several high-quality domestic products that offer great value for money, including: - Shilang Anti-Hair Loss Shampoo, priced at 69.9 yuan for two bottles, known for its effectiveness in reducing hair loss [13][37]. - Mayinglong Eye Cream and Eye Mask, available at a promotional price of 69 yuan, praised for its anti-aging properties [42][61]. - Pianzihuang Pearl Cream, a traditional Chinese medicine product, priced at 49.9 yuan for three bottles, recognized for its skin brightening effects [63][77]. - Rongsheng Astaxanthin Mask, priced at 49 yuan for 30 pieces, noted for its hydrating and skin-tightening benefits [78][99]. - Tingmei Underwear and Shaping Pants, with prices starting at 49.9 yuan, designed for comfort and body shaping [103][154]. - Qinfan Ultra-Thin Thermal Skin Care Clothing, available at 69 yuan for two sets, combines warmth and style [158][195]. - KANS Whitening Body Lotion, priced at 69.9 yuan, known for its moisturizing and brightening effects [224][239]. - Jianjie Outdoor Sports Shoes, priced at 159 yuan, recognized for their durability and comfort [245][279].

Core Viewpoint - Proya, a leading Chinese cosmetics company, is preparing for an IPO on the Hong Kong Stock Exchange, aiming to become the first company in the beauty industry to be listed in both A-share and H-share markets, despite facing challenges such as declining performance and market value [1][2][3] Company Overview - Proya Cosmetics Co., Ltd. has submitted its listing application to the Hong Kong Stock Exchange, with CICC and UBS serving as joint sponsors [1] - The company was listed on the Shanghai Stock Exchange in November 2017, becoming the first domestic beauty stock [1] - Proya is currently the largest domestic cosmetics company in China, ranking fifth in the Chinese cosmetics market by retail sales as of 2024 [3][4] Financial Performance - Proya's revenue is projected to grow significantly, with estimates of approximately CNY 63.85 billion, CNY 89.05 billion, and CNY 107.78 billion from 2022 to 2024, respectively [4] - Net profit is also expected to increase from CNY 8.31 billion in 2022 to CNY 15.85 billion in 2024 [4] - However, in the first half of 2025, Proya's revenue growth slowed to 7.2%, with net profit growth at 13.8%, marking the lowest growth rates in five years [4][6] Strategic Initiatives - Proya's growth strategy includes a focus on "big single product" and "platformization," shifting from relying on popular product sets to developing high-priced, high-repeat purchase star products [3][4] - The company aims to enhance its research and development capabilities, brand building, sales channel expansion, and potential mergers and acquisitions through the funds raised from the IPO [2] Market Dynamics - The Chinese cosmetics market is the second largest globally, with a projected compound annual growth rate (CAGR) of 6.6% from 2024 to 2029, driven by the rise of domestic brands and changing consumer preferences [7][8] - Proya faces intense competition from both international giants and emerging domestic brands, necessitating a balance between marketing and research and development [8][9] Challenges and Considerations - Proya's main brand revenue showed a slight decline of 0.08% in the first half of 2025, which has impacted overall performance [6] - The company has a high sales and distribution expense ratio, with sales expenses reaching CNY 26.59 billion, nearly 27 times its R&D spending of CNY 9.5 million [8][9] - The cosmetics industry is characterized by low entry barriers and high competition, requiring continuous investment in marketing and innovation to maintain market share [9] Investment Outlook - Proya is positioned in a growing market with strong operational capabilities, benefiting from both industry growth and its own competitive advantages [10] - However, investors should be cautious of the main brand's stagnation, the underperformance of its product matrix, and high sales expense ratios that may pressure profitability [10]

Core Insights - The Chinese consumer market has undergone a silent yet profound structural transformation over the past four years, with international brands losing their traditional advantages at an unprecedented pace, replaced by more rational, independent, and culturally confident Chinese consumers [1][2]. Group 1: Rise of Domestic Brands - Domestic brands have made a significant comeback, with preference for domestic beauty and skincare products soaring from 12% in 2021 to 43% by 2025, marking a historic surpassing of international brands [3]. - In the 3C digital sector, domestic brands dominate with a 55% preference rate [3]. - Key factors driving this shift include: - Price-performance ratio becoming paramount, with 85% of consumers citing it as the primary reason for choosing domestic products, an increase of 8 percentage points since 2021 [7]. - Product quality has seen a qualitative leap, with 70% of consumers recognizing the strength of domestic products, up 11 percentage points over four years [7]. - Cultural confidence has emerged as an emotional connection point, with domestic brands effectively blending traditional Chinese culture with modern aesthetics [7]. Group 2: Changing Consumer Behavior - Brand loyalty is diminishing, with 55% of consumers frequently comparing multiple brands even if they have a favorite, a significant increase of 13 percentage points since 2021 [11]. - The shift in information channels shows that live streaming and video platforms have become the second-largest source of information, rising by 28 percentage points since 2021, while the influence of family and friends has dropped by 13 percentage points [13]. - Over 70% of consumers now view the selection process as an important part of the shopping experience, indicating a shift from a purely outcome-oriented approach to one that values both process and result [17]. Group 3: Marketing and Consumer Sentiment - A significant 68% of consumers feel indifferent or even negative towards marketing content, with 22% stating that it diminishes their desire to shop [20]. - The report highlights a disconnect between brand marketing and consumer needs, emphasizing that quality of content is more important than quantity [22]. - There is a notable shift in consumer priorities from idealism to realism, with increased focus on health and wealth, rising by 9 and 8 percentage points respectively, while emphasis on career, love, and personal growth has declined [25]. Group 4: The Role of AI and Shopping Preferences - The rapid adoption of AI tools is evident, with 77% of consumers using them frequently, and AI is transitioning from a tool to a partner in decision-making [32]. - 85% of Chinese consumers prefer online shopping, with 43% opting for online browsing and purchasing, and 42% choosing online browsing with offline purchasing [37]. - The integration of online and offline shopping experiences is crucial, as 51% of consumers report their happiest shopping experiences come from a blend of both [41]. Group 5: Experience Economy and Brand Evolution - The focus on experiential consumption has shifted from mere product functionality to emotional engagement, with consumers seeking joy and relaxation from their shopping experiences [45]. - Brands are urged to redefine their roles, emphasizing value beyond product functionality to include brand philosophy and emotional connections [50]. - Community engagement is becoming a vital aspect of consumer interaction, with interest-based communities providing social support and opportunities for entrepreneurship [51].

Core Insights - The report by Accenture titled "New Propositions for a Better Life - Insights into Chinese Consumers" analyzes the structural changes occurring in the Chinese consumer market, highlighting two main themes: "Rational Upgrade" and "Demand Restructuring" [2][10]. Group 1: Rational Consumption and Brand Loyalty - Chinese consumers are becoming increasingly rational, with over 55% frequently comparing multiple brands even if they have a preferred one, indicating a dilution of brand loyalty [3][25]. - Domestic brands are rising across various categories, with consumer preference for domestic products surpassing that for international brands in beauty, 3C electronics, home appliances, and apparel [3][14]. - The preference for domestic brands is driven not only by price but also by cultural recognition and emotional value, with 85% of consumers prioritizing cost-effectiveness and 70% valuing product quality [15][25]. Group 2: New Priorities and Consumer Behavior - Consumers are reordering their life priorities, with a significant increase in focus on health and wealth, while aspirations related to career, love, and personal growth are being suppressed [4][40]. - Nearly 90% of consumers actively focus on physical and mental health, with 70% choosing to save money to enhance financial resilience, and 60% engaging in skill development or side jobs, forming a "safety triangle" of health, wealth, and learning [4][47]. - The shopping experience is evolving, with 85% of consumers preferring online browsing while still valuing in-store experiences, indicating a desire for a blend of efficiency and emotional interaction [4][39]. Group 3: AI Integration in Daily Life - AI is rapidly becoming integrated into daily life, with 77% of consumers frequently using AI tools, viewing them as advisors (65%) or assistants (63%), and even as partners (46%) [5][26]. - AI lowers the barriers to information access, enabling consumers to make more autonomous and efficient decisions in shopping, learning, and other areas [5][39]. Group 4: Brand Response Strategies - In the era of rational consumption, brands must provide "justifiable premiums" through solid product quality and clear value propositions to gain consumer trust [6][11]. - Emotional connections are crucial, with brands needing to engage deeply with consumers in real-life scenarios, such as creating immersive experiences or enhancing consumer confidence through integrated online and offline services [6][11]. - Leveraging AI to understand consumer needs and optimize experiences is becoming a core competitive advantage for brands [6][11].

Core Insights - The report outlines the consumption behavior of Generation Z during the Double Eleven shopping festival in 2025, based on a survey of 2,770 samples, highlighting a significant increase in participation and diverse spending patterns among this demographic [1][2]. Group 1: Demographics and Participation - Generation Z's main consumer base consists of individuals born in the 1990s, 1995s, and 2000s, with males representing 61.1% of this group [1][5]. - The highest participation rate in Double Eleven is observed in ordinary prefecture-level cities at 28.7%, followed by new first-tier cities and major metropolitan areas [1][6][7]. - Young individuals with a monthly income between 5,001 and 8,000 yuan show the most pronounced consumption demand [1][8]. Group 2: Consumption Trends - In 2025, 93.1% of young people participated in Double Eleven, marking a steady increase from previous years, with 39.1% feeling a stronger sense of festivity this year [1][11]. - 38.6% of young consumers increased their Double Eleven budget compared to 2024, indicating a robust consumer confidence trend [2]. - The consumption categories have diversified, with traditional strong categories like clothing and beauty products, alongside emotional and cultural consumption, including travel, digital services, and creative products [2]. Group 3: Consumer Sentiment and Feedback - The sentiment towards Double Eleven is mixed, with positive feedback focusing on clear promotional rules, direct discounts, and a rich variety of products, while negative feedback includes concerns about prolonged event duration and lack of price advantages [2][12][13]. - Approximately 29% of young consumers feel that there has been no significant change in the shopping experience compared to previous years [13]. - There is skepticism regarding the claim of "lowest prices of the year" during Double Eleven, with 59% of respondents feeling uncertain and 18.2% completely disbelieving this assertion [14][15]. Group 4: Technological Integration and Brand Preferences - Over 70% of young consumers are engaged with offline store activities, and there is a notable increase in preference for domestic brands, particularly in categories like smartphones and home appliances [2]. - The application of AI technology in e-commerce has emerged as a new highlight, with around 70% of young consumers having experienced AI-related services, particularly in intelligent customer service and personalized recommendations [2].