Core Viewpoint - Foreign beauty companies are focusing on profit recovery and operational efficiency through a series of transformation and restructuring plans from 2023 to 2024, with the common goal of restoring profits as they navigate a challenging market environment [1][4]. Summary by Sections Performance Results - Shiseido's sales in the first half of 2025 fell by 7.6% to 469.83 billion yen, but its core operating profit increased by 21.3% to 23.37 billion yen. L'Oréal's sales reached 22.473 billion euros, a 3% increase, while its operating profit was approximately 4.74 billion euros, up 3.1%, but lower than the previous year's growth of 8%. Estée Lauder's net sales dropped by 10% to 3.55 billion USD, with net profit declining by 52% to 159 million USD, although it turned a profit compared to the previous quarter [2][5]. Measures Taken - The companies have focused on three main strategies: 1. **Cost Control and Operational Efficiency**: Estée Lauder's restructuring plan includes layoffs affecting 1,800 to 3,000 employees, with further cuts of 5,800 to 7,000 jobs planned. L'Oréal has reduced advertising and promotional expenses to 7 billion euros and administrative costs to 4.2 billion euros, reflecting a commitment to cost control [6]. 2. **High-Margin Product Strategy**: Estée Lauder is expanding its high-end fragrance offerings, while L'Oréal has noted stronger growth in high-end brands compared to mid-range brands in the Chinese market [7]. 3. **Innovation and New Revenue Streams**: L'Oréal is implementing a "multi-polar model" to drive growth through technology, local supply chains, and forward-looking investments [8][9]. Market Transition - The shift towards profit recovery indicates a transition from growth-focused strategies to prioritizing profitability due to intensified market competition and shrinking profit margins. Companies like Estée Lauder have initiated profit recovery plans, emphasizing cost structure improvements and reduced high-risk innovations [11][12]. Future Goals - Shiseido aims to restore profitability by 2026, while Estée Lauder targets a return to double-digit profit margins by 2027. L'Oréal remains confident in maintaining high profit margins [14][15]. The companies are also adjusting their strategies to reduce reliance on the Chinese market, which has been a significant source of pressure due to declining sales [16].

Core Insights - Foreign beauty companies are focusing on "profit first" strategies, with significant changes being implemented as they approach the 2025 mid-year report [2][8] - Companies like Shiseido, L'Oréal, and Estée Lauder are experiencing varying degrees of sales and profit fluctuations, indicating a collective shift towards profit recovery [2][10] Financial Performance - Shiseido's sales fell by 7.6% to 469.83 billion yen in the first half of 2025, but core operating profit rose by 21.3% to 23.37 billion yen [2] - L'Oréal reported a 3% increase in sales to 22.473 billion euros, with operating profit growing by 3.1% to approximately 4.74 billion euros, although both figures were lower than the previous year's growth rates [2] - Estée Lauder's net sales dropped by 10% to 3.55 billion USD in the first three months of the year, with net profit down by 52% to 159 million USD, although it managed to turn a profit compared to the previous quarter [2] Strategic Initiatives - Companies are implementing cost control and operational efficiency measures, with Estée Lauder announcing significant layoffs as part of its restructuring plan [3][6] - L'Oréal has focused on strict management of operating expenses, resulting in a record operating profit margin of 21.1% in the first half of 2025 [4] - Shiseido's action plan aims to restore profits through cost reductions and improved operational efficiency, targeting a core operating profit margin increase from 4.97% to 7% by 2026 [8][10] Product Strategy - Estée Lauder is expanding its high-margin product offerings, including a new perfume line in collaboration with luxury brand Balmain [6] - L'Oréal's CEO noted that high-end brands are experiencing stronger growth compared to mid-range brands, indicating a strategic shift towards premium products [6] Innovation and Technology - Companies are leveraging technology and innovation to drive growth, with L'Oréal adopting a "multi-polar model" and investing in local supply chains [7] - All three major beauty companies are embracing AI for various applications, including virtual try-ons and data insights [7] Market Challenges - The shift towards profit recovery reflects the increasing market competition and pressure on profit margins faced by these companies [8][12] - L'Oréal's sales in the Chinese market have shown signs of recovery, but overall performance remains challenged by declining consumer sentiment and competition [11][12] - Estée Lauder has faced multiple quarters of declining sales in the Asia-Pacific region, prompting a strategic pivot to reduce reliance on the Chinese market [12]

Group 1: Financial Performance - The company reported a net profit attributable to shareholders for 2022 and 2023, but incurred losses in 2024 due to a decline in product gross margin [2] - In 2024, the company plans to implement special incentives to boost employee motivation and enhance market exposure [2] - The company aims to improve revenue scale and overall product gross margin through cost control and efficiency enhancement [2] Group 2: Future Development Plans - For 2025, the company's operational policy will prioritize "profit first" [2] - The company will focus on market positioning, brand building, and improving product gross margin structure to achieve its goals [2] Group 3: Export and International Business - In 2024, the company's export revenue increased by 210% year-on-year, primarily due to the addition of abalone products [2] - The company established Hai Xin Ji Sheng (Hong Kong) Co., Ltd. in November 2024 to expand its overseas channel business [3]