Core Viewpoint - NAN beauty, a new makeup brand under Shangmei Co., has officially launched, aiming to penetrate the competitive domestic beauty market and achieve a revenue target of 10 billion yuan [3][21]. Group 1: Brand Positioning and Strategy - NAN beauty's slogan "Effortless Beauty, Confident You" reflects its understanding of the current makeup market, which is crowded with both international brands and domestic newcomers [4]. - The brand differentiates itself by leveraging the expertise of top makeup artist Chun Nan and former Tmall beauty general manager Gu Mai, focusing on a "makeup artist IP brand" approach [4][10]. - The brand targets modern young consumers aged 20-30, who seek natural and transparent makeup looks and are willing to invest in self-expression [9]. Group 2: Product Innovation and Technology - NAN beauty's product logic is based on Chun Nan's 25 years of experience, emphasizing "breathable" makeup through three patented technology layers: Light Layer, Breathable Layer, and Shaping Layer [4][6]. - The brand's philosophy, "Oriental Light and Transparent Aesthetics," aims to enhance natural beauty rather than cover it up, making professional techniques accessible to the general public [6][12]. Group 3: Marketing and User Engagement - Each product is accompanied by Chun Nan's instructional videos, simplifying professional techniques for everyday users [7][12]. - The brand has initiated a project called "Chun Nan and 100 Girls," using real-life examples to reinforce its commitment to "effortless beauty" [7]. Group 4: Market Expectations and Growth Potential - The launch of NAN beauty is a strategic move for Shangmei Co. to expand its brand portfolio and penetrate the high-end makeup market [21][22]. - The company anticipates a revenue of 4.09 to 4.11 billion yuan for the first half of 2025, with a year-on-year growth of 16.8% to 17.3%, indicating strong market potential [24]. - NAN beauty's model offers a new approach for domestic brands to achieve high-end positioning by combining professional expertise with effective market strategies [24][25].