Core Viewpoint - The beauty giants are aggressively recruiting OTC channel professionals, indicating a significant shift in strategy towards OTC channels as a new growth engine in the beauty industry, driven by policy changes, market demand, and channel transformation [2][3]. Recruitment Trends - Major beauty companies like Proya, Shiseido, and Betaini are actively hiring for OTC-related positions, with salaries 30% to 50% higher than traditional cosmetic channels [5]. - The interest in OTC channels is expected to grow significantly, with projections indicating that by 2025, domestic beauty brands will heavily invest in OTC as a new growth area [5]. Market Dynamics - The OTC channel is evolving from a marginal space to a strategic focus for beauty giants, with the potential to become a primary growth driver in the next 3 to 5 years [3]. - The number of pharmacies in China exceeds 700,000, presenting a substantial market opportunity compared to the low beauty penetration rate of 0.5% in pharmacies [6]. Policy and Economic Factors - Recent policy relaxations, such as the Beijing Drug Administration's guidelines allowing pharmacies to sell cosmetics, have opened new avenues for beauty brands [5]. - The economic pressures on pharmacies, including profit declines due to healthcare cost controls, make beauty products, which have a gross margin exceeding 60%, an attractive option for pharmacies [7]. Sales Growth Examples - The OTC sales of the brand Winona have surged from 500,000 yuan in 2016 to over 1 billion yuan in 2024, showcasing the potential for growth in this channel [8]. Recruitment Requirements - The recruitment for OTC positions emphasizes the need for a deep understanding of healthcare policies and market strategies, with salaries for qualified candidates ranging from 50,000 to 80,000 yuan annually [10]. - The establishment of dedicated OTC divisions within beauty companies indicates a shift towards treating OTC as a core strategic unit requiring specialized investment and organizational structure [10]. Challenges in the OTC Market - The entry into the OTC market is not straightforward, as beauty companies face challenges such as high channel costs and the need to sell products at significant discounts to pharmacies [12]. - Pharmacies also face barriers in selling beauty products, including a lack of specialized selection and weak operational capabilities [12]. Conclusion - The entry of beauty brands into the OTC market represents a complex interplay of resources, capabilities, and market dynamics, necessitating a comprehensive restructuring of product logic and organizational capabilities [12].