牙膏2025社媒热度趋势及驱动因素 分析 扫码前往 Social Research 撰写机构：Social Agent | 报告⽇期：2026-01-04 0. 执⾏摘要 邀请好友送额度 扫描⼆维码获取专属的邀请链接 2025年⽛膏类⽬社交媒体热度趋势、驱动因素与消费者反馈研究 报告 2025年，⽛膏类⽬在中国社交媒体上展现出强劲的增⻓势头与深刻的结构性变迁。本报告通 过对主流社交平台的全年数据进⾏综合分析，揭⽰了社媒热度的核⼼驱动⼒、关键营销事件的 影响以及消费者反馈的深层变化。 核⼼洞察： 策略建议： 品牌应超越单纯的流量思维，构建以消费者为中⼼的营销策略。⼀⽅⾯，利⽤明 星效应实现短期引爆；另⼀⽅⾯，需在抖⾳等平台深耕内容，通过科普、⽣活技巧等⽅式建⽴ 以上内容由AI生成，仅供参考 热度⾼速增⻓： 2025年，⽛膏品类社交媒体声量同⽐增⻓⾼达 392% ，互动量同⽐ 增⻓ 36% [21] 。热度峰值主要由明星代⾔活动驱动，特别是在微博平台，9⽉由迪 丽热巴代⾔BOP引发的互动量（超1600万）和8⽉丁禹兮代⾔佳洁⼠引发的互动量 （超712万）共同构成了年度热度⾼峰 [5] 。 ✔ 平台⻆⾊分化： 微博 ...

2025年一个普通的工作日，民生健康的研发实验室里，科研人员正在分析最新一批"酵母菌多肽"的数 据。同时，在深圳的美年健康体检中心，"健康小美"AI系统正在为客户自动生成包含肺结节风险评估的 年度体检报告。 这两家公司，一家专注产品研发，一家提供健康服务，看似走在不同的路上，但它们都清晰地感受到， 中国的健康消费市场正在发生一场深刻的变革。市场不再像过去那样"野蛮生长"，而是进入"精耕细 作"的阶段；竞争也不再局限于单一的产品，而是越来越像一场关于生态的比拼。 在中国经济转型升级的过程中，健康消费的重要性日益凸显。过去，人们一提健康消费，可能只想到买 保健品。而现在，它已经延伸成一个完整的链条——从日常预防、专业检测，到主动干预和长期管理。 赛道变局 根据中研普华产业研究院发布的《2025—2030年中国健康管理行业深度发展研究与"十五五"企业投资战 略规划报告》，2024年中国健康管理市场规模已超过8500亿元，年复合增长率达到21.3%，预计到2030 年将突破2.3万亿元。 政策方面也给出了明确的支持信号。商务部等十二部门联合印发的《促进健康消费专项行动方案》等文 件，明确提出要把发展健康体检、健康咨询 ...

近日，有证券业内人士传出消息，称头部国货新锐美妆品牌HBN母公司深圳护家科技（集团）股份有限公司（以下简称"护家科技"）开始筹备上市工作，此 次上市计划的辅导机构大概率为中金证券，双方目前正就相关事宜进行洽谈。 这一传闻一经传出，迅速引发投资界和化妆品行业的关注，作为近年来崛起的国货代表，HBN若正式启动上市计划，将再度佐证国产美妆品牌在资本市场 升温的行业风向。 | 变更前许可信息 | 化妆品生产许可证(),化妆品生产许可证() | | --- | --- | | 变更后许可信息 | | | 变更前许可经营 | 化妆品生产(限分支机构经营)。化妆品生产。(依法须经批准的项目,经相关 | | 变更后许可经营 | 化妆品生产(限分支机构经营)。化妆品生产。(依法须经批准的项目,经相关 | 然而，有媒体消息，另一知情人士指出，HBN开始上市前早期准备应属属实，只是因处于初步阶段，加上信息保密和变数考量，企业通常不会过早公开。 从近年国货美妆的发展趋向来看，HBN未来走向IPO征途，进一步拥抱资本市场，几乎是必然的趋势。 01. 基于A醇奠定科学品牌胜势 延伸品类巩固品牌地位 资料显示，HBN创始人为姚哲男，现任品 ...

一份破产清算申请通知，为一段曾闪耀新消费赛道的资本神话画上了休止符。 今年10月，保利沃利科技（武汉）有限公司（POLYVOLY）以其不能清偿到期债务并且资产不足以清偿全部债务为由，向法院申请对公司破产清算。 11月20日，根据全国企业破产重整案件信息网信息，POLYVOLY破产申请已获法院受理。这也意味着，旗下曾红极一时的个护品牌三谷与Rever，正式步 入残局。 保利沃利科技（武汉）有限公司申请破产决定书，来源：全国企业破产重整案件信息网 或许大众对POLYVOLY有些陌生，但在六年前，它还曾创下过单日销售额突破6000万的业绩神话。 2019年天猫双十一，三谷与Rever交出了一份两眼的成绩单，三谷与Rever单日销售额突破6000万，三谷50分钟内销售额即登榜行业排名TOP4，全平台销 售额势如破竹。 数据见证着这个黑马品牌的爆发式增长，2020双11期间，三谷和Rever天猫销售额突破1.1亿元，三谷登上天猫天猫美护发新锐品牌 TOP1，全网销售规模 8728 万元，Rever也跻身于浴足剂和沐浴露的TOP1，双11累计销售额为2733万元。 高光数据是资本最好的兴奋剂，这份增长叙事也征服了资本市场 ...

同时，国货品牌在技术创新上的突破显著。《报告》显示，2025年上半年，化妆品新原料备案数量达80 个，国产原料占比高达82%。其中，抗衰老成分在化妆品新原料备案中占据主导地位，本土特色植物成 分备案频次较高，显示出本土植提原料正逐步从概念走向技术落地，未来有望形成差异化竞争力。 人民财讯11月22日电，毕马威近日发布的《"颜"值经济新篇章：2025年中国美妆市场行业报告》(以下 简称《报告》)显示，据调查，58.8%的消费者将产品成分作为购买决策的首要考量因素，"成分党"成为 主流消费群体。与此同时，300-500元中端价格带产品市场份额显著提升，而超低价与高端市场则双双 承压，反映出消费者在追求"悦己"体验的同时，更加注重产品的实际功效与性价比。这表明，消费者也 不再盲目追随大牌与营销，而是更加关注产品成分、安全性与实际功效。 ...

Core Insights - The Chinese peptide cosmetics market is rapidly growing, becoming one of the fastest-growing segments in the global beauty industry due to unique market vitality and local innovation [3][29] - Domestic brands, exemplified by Kans, have successfully captured consumer attention through precise positioning and technological breakthroughs, leading to a market dominated by local products and multi-polar competition [4][29] Market Size Expansion - The market size of Chinese peptide cosmetics surged from 4.73 billion yuan in 2019 to 12.21 billion yuan in 2023, with a compound annual growth rate (CAGR) of 26.5% [6] - Projections indicate that the market will reach 19.45 billion yuan in 2024, reflecting a year-on-year increase of 59.3% [7] Supply Chain Growth - The growth in finished products has significantly boosted the entire supply chain, particularly the raw materials segment, which is expected to reach 2.32 billion yuan by 2025, with a CAGR of 12.5% from 2021 to 2025 [9] Product Registration Surge - As of July 31, 2025, the number of cosmetics registered with "peptide" as a keyword reached 63,510, with 25,727 products still valid, indicating a rising trend in new product registrations [10] Domestic Brand Dominance - International brands have failed to leverage their early advantages in the peptide sector, while domestic brands like Kans lead the market with a 34.59% share in 2024 [13][14] - The success of domestic brands is attributed to concentrated resource investment, broader price coverage, and efficient online channel conversions [13] Diverse Applications - Peptides are predominantly used in skincare (89.68%), followed by hair care (5.95%) and oral care (1.67%), with skincare products focusing on hydration and anti-aging [15][16] Ingredient Competition - The leading ingredients in the peptide cosmetics market are Myristoyl Pentapeptide-8 (22.85%) and Hexapeptide-9 (21.78%), indicating a concentrated competitive landscape [17] Innovation Pathways - The market is characterized by two main innovation trends: synergistic formulation and ingredient iteration, with a significant number of new peptide ingredients registered since 2021 [19] Driving Forces of Growth - The explosive growth of the peptide cosmetics market is driven by three core forces: rising consumer demand for effective anti-aging solutions, regulatory reforms enhancing innovation, and advancements in biotechnology and supply chain maturity [21][29] Future Trends - The market is expected to face challenges such as intensified competition and high consumer education costs, while also moving towards deeper technological innovation, expanded application scenarios, and more precise efficacy claims [31]

Core Viewpoint - The article discusses the contrasting performance of Proya, a leading domestic beauty brand in China, highlighting its impressive sales during the Double Eleven shopping festival while facing significant stock price declines and slowing growth in recent financial results [1][3][5]. Group 1: Company Performance - Proya achieved over 1 billion yuan in sales within the first four hours of the Double Eleven pre-sale, becoming the top brand in the beauty category [1]. - Despite the sales success, Proya's stock price has dropped over 20% since May and more than 40% from its peak in 2023 [1]. - In the first half of 2025, Proya reported revenue of 5.362 billion yuan, a year-on-year increase of 7.21%, and a net profit of 799 million yuan, up 13.80% [5][6]. - The revenue growth rate of Proya in the first half of 2025 is the lowest since its listing in 2017, significantly down from 37.9% in the same period last year [6][9]. Group 2: Brand and Market Dynamics - Proya's main brand, which contributes nearly 80% of its revenue, saw a slight decline in revenue of 0.08% in the first half of 2025, marking its first negative growth in five years [10][11]. - The company has been expanding its multi-brand strategy through acquisitions, but the contributions from these new brands remain limited, with combined revenue from new brands being less than 1 billion yuan [14][16]. - The beauty market is becoming increasingly competitive, with mid-tier brands gaining market share while top brands like Proya are losing ground [24][25]. Group 3: Financial and Strategic Challenges - Proya's sales expenses reached 5.161 billion yuan in 2024, accounting for 47.88% of its revenue, while its R&D expenses were only 210 million yuan, indicating a heavy reliance on marketing over innovation [17]. - The company faces challenges in maintaining competitive product offerings, as it has not introduced new blockbuster products since its initial success [19]. - Proya's online sales accounted for over 95% of its revenue in 2024, highlighting its dependence on digital channels [33]. Group 4: Future Outlook - The article suggests that Proya is undervalued from an investment perspective, but it faces significant competition from both domestic and international brands [42]. - The company is undergoing leadership changes, which may introduce uncertainty into its operations [43]. - Proya must accelerate innovation and reform to realize its potential as a leading beauty brand in a rapidly evolving market [45].

Core Viewpoint - The rise of domestic skincare brands like Plant Doctor is highlighted, with its upcoming IPO seen as a significant step in the competitive landscape of the beauty industry in China [1][10]. Group 1: Company Overview - Plant Doctor, founded by Jie Yong, has been operating for over 30 years, focusing on "highland plant skincare" [1]. - The company has established a comprehensive sales model that includes both distribution and direct sales, ensuring a robust channel for its IPO [3]. - As of the end of 2024, Plant Doctor has expanded to 4,328 offline chain stores, which serve as both brand showcases and consumer service points [7]. Group 2: Financial Performance - The company reported revenues of 2.12 billion yuan, 2.15 billion yuan, and 2.16 billion yuan for the years 2022, 2023, and 2024, respectively [7]. - Net profits attributable to the parent company were 158 million yuan, 230 million yuan, and 243 million yuan for the same years, showing a compound annual growth rate of 24% [8]. Group 3: Market Position and Recognition - Plant Doctor received the "Global Leading Single Brand Skincare Store" certification from Euromonitor in November 2023, enhancing its credibility ahead of the IPO [5]. - The company ranked first among single-brand cosmetic stores in China according to a report by the China Fragrance and Cosmetic Industry Association for the year 2024 [5]. - It also achieved the status of "Global Leading Plant Extract Skincare Brand" from Euromonitor in October 2024, showcasing its strong position in the plant-based skincare market [5]. Group 4: Strategic Initiatives - The company is actively developing its online presence through its "Xiaozhi Mall" new retail model and partnerships with major e-commerce platforms like JD, Tmall, Douyin, and Kuaishou [3]. - Plant Doctor aims to leverage the capital market to enhance its R&D capabilities and improve product quality, aligning with the trends of "ingredient-focused" and "effective skincare" [10].

Core Viewpoint - The article discusses the significant investment by Zhong Shanshan in Jinbo Biological, a company specializing in recombinant collagen products, highlighting the potential for growth in the medical beauty industry and the strategic collaboration between the two entities [4][6][12]. Group 1: Investment Details - Jinbo Biological announced two transactions, including introducing Yangshengtang as a strategic investor, with a total transaction amount reaching 3.4 billion yuan [5][8]. - The strategic investment involves issuing up to 7.1757 million shares, representing 6.24% of the pre-issue total share capital, aiming to raise no more than 2 billion yuan [8]. - Yang Xia, the founder of Jinbo Biological, transferred 5.7533 million shares to Hangzhou Jiushi at a price of 243.84 yuan per share, totaling 1.403 billion yuan [9][10]. Group 2: Company Background - Jinbo Biological, founded by Yang Xia, focuses on recombinant human collagen products and has achieved a market value of 40 billion yuan [6][18]. - The company has developed a range of products, including recombinant type III collagen, which has been widely adopted in medical and cosmetic applications [22][23]. - Jinbo Biological's revenue for 2024 is projected to be 1.443 billion yuan, reflecting a year-on-year growth of 84.92%, with a net profit of 732 million yuan, marking an increase of over 140% [23]. Group 3: Market Dynamics - The medical beauty industry, particularly the recombinant collagen segment, is experiencing rapid growth, with high consumer interest and significant market potential [26][30]. - The article notes that the pursuit of beauty is a strong driver for repeat purchases, making this sector highly lucrative [30]. - Jinbo Biological's products have gained popularity, with its core product, the injectable recombinant type III collagen, being used in over 4,000 medical institutions [23][24].

Core Viewpoint - The controversy surrounding Juzhibio, a leading domestic cosmetics company, stems from allegations of ingredient fraud, particularly regarding its flagship product, "Kefumei" collagen stick, which has been accused of having significantly lower collagen content than claimed [1][2][3] Group 1: Impact on Company Valuation - Juzhibio's stock price has dropped approximately 30%, from a peak of 87 HKD per share to around 60 HKD, resulting in a market capitalization decline from over 900 billion HKD to about 650 billion HKD [3][22] - The allegations of ingredient fraud have severely impacted Juzhibio's market trust and financial standing, leading to a significant loss of over 250 billion HKD in market value within a short period [22] Group 2: Competitive Dynamics - The allegations against Juzhibio are not merely a case of a blogger exposing fraud but are linked to competitive tensions with Huaxi Biological, which has openly supported the allegations and has a financial stake in the blogger's company [2][5][6] - The conflict between Juzhibio and Huaxi Biological represents a broader battle for market dominance in the domestic skincare industry, reminiscent of past rivalries in the sector [5][6] Group 3: Ingredient Controversy - The core of the dispute lies in the ingredient claims, particularly the presence and concentration of recombinant human collagen, which is a key selling point for Juzhibio's products [12][16] - The rise of the "ingredient-focused" consumer trend has shifted market dynamics, with consumers increasingly prioritizing the efficacy and transparency of product ingredients [14][15] Group 4: Financial and Operational Insights - Juzhibio's operational model is characterized by low research and development (R&D) investment, with R&D expenses for 2024 amounting to only 1.07 billion CNY, representing just 1.9% of total revenue [18] - In contrast, Huaxi Biological invests significantly more in R&D, with a proportion of 8.68%, highlighting a structural difference in their approaches to innovation and product development [18] Group 5: Marketing Strategies - Juzhibio has heavily relied on marketing, with sales and distribution expenses reaching 20.08 billion CNY in 2024, accounting for 36.3% of total revenue, which is 19 times its R&D spending [18][19] - The company's strategy includes partnerships with top influencers, such as Li Jiaqi, to enhance brand visibility and consumer engagement [19][20] Group 6: Valuation Concerns - Juzhibio's current rolling price-to-earnings (P/E) ratio is approximately 29.5, which is significantly higher than the typical P/E ratio for consumer stocks, indicating potential overvaluation based on its growth narrative [21] - The ongoing "ingredient fraud" controversy poses a risk to Juzhibio's established trust and growth narrative, challenging its high valuation and market position [22]