Core Viewpoint - The company aims to achieve a revenue target of 30 billion by 2030, but transitioning to high-end products is essential for success, as relying solely on low-priced skincare sets may not suffice [1] Group 1: New Brand Launch - The company has launched a new professional makeup brand, NAN beauty, in collaboration with renowned makeup artist Chun Nan, targeting young consumers aged 20-30 with mid-to-high-end positioning [1][3] - NAN beauty's initial product lineup includes items such as "CP Concealer Palette," "Beginner's Powder Cream," and "Smart Powder Cake," set to launch on September 9 on Douyin [3] Group 2: Market Trends and Competitors - The strategy of leveraging makeup artists' personal IPs to develop makeup brands is not unique, with successful examples like Mao Geping and Cai Tang, which have achieved significant revenue growth [4][5] - The company is following a trend where professional makeup artists enhance brand credibility and consumer connection, which is seen as an effective strategy for market expansion [5] Group 3: Financial Performance - The company reported a projected revenue of 40.9 to 41.1 billion for the first half of 2025, reflecting a year-on-year growth of 16.8% to 17.3%, with a significant net profit increase of 30.9% to 35.8% [6] - In 2024, the company achieved a total revenue of 70.44 billion, marking a 62.03% increase, with a net profit of 7.81 billion, up 69.42% [6][7] Group 4: Marketing Strategy - The company has adopted a low-price competition model, with its main skincare brand, Han Shu, generating over 80% of its revenue through aggressive marketing and promotional strategies [7][8] - Han Shu's sales on Douyin reached 67.49 billion in 2024, with a year-on-year growth exceeding 102%, indicating strong market presence [7] Group 5: High-End Market Strategy - The founder has set a goal of reaching 30 billion in revenue by 2030, acknowledging that low-priced products alone will not achieve this target, hence the focus on high-end product development [9] - The company plans to incubate 20 new brands between 2025 and 2027, with a focus on high-end offerings, including collaborations with scientists and celebrities [9][10] Group 6: Challenges in High-End Market - The company faces significant competition in the high-end beauty market from established brands like L'Oréal and Estée Lauder, making it challenging to establish a foothold [10][11] - The ability to tell compelling brand stories and create high-value cultural narratives will be crucial for the company's success in the high-end segment [11]