Group 1 - The article discusses the relationship between pricing and promotions, suggesting that promotional design can be integrated into pricing strategies to maintain price stability [1][2] - It emphasizes the importance of understanding the value structure of consumer goods for effective pricing [3][4] - The article introduces Maslow's hierarchy of needs as a framework to analyze the value structure of consumer products [4][6] Group 2 - The article categorizes consumer needs into physiological and psychological needs, with physiological needs focusing on functional value and psychological needs encompassing emotional and value resonance [39][48] - It highlights that products fulfilling physiological needs often face intense price competition due to high price elasticity [6][44] - Brands focusing on psychological needs can achieve higher price premiums by enhancing emotional value or establishing value resonance with consumers [21][59] Group 3 - Emotional value is identified as a key driver for consumer engagement, with brands needing to create strong emotional stimuli to break into broader markets [50][55] - Value resonance is described as a more stable connection between brands and consumers, requiring time and consistent brand actions to establish [54][59] - The article discusses the challenges brands face in creating label value, which involves complex communication with consumers and their social circles [27][56] Group 4 - The article outlines the concept of price expectations, where consumers assess the value of products based on their perceived performance relative to price [63][64] - It notes that consumer willingness to pay can fluctuate based on context, affecting their perception of value for money [64]

证券研究报告·行业跟踪周报·商贸零售 证券分析师 张家璇 商贸零售行业跟踪周报 林清轩正式递表港交所，国产高端护肤开启 资本化新篇章 增持（维持） [Table_Tag] [投资要点 Table_Summary] 2025 年 06 月 04 日 证券分析师 吴劲草 执业证书：S0600520090006 wujc@dwzq.com.cn 证券分析师 石旖瑄 执业证书：S0600522040001 shiyx@dwzq.com.cn 执业证书：S0600520120002 zhangjx@dwzq.com.cn 证券分析师 阳靖 执业证书：S0600523020005 yangjing@dwzq.com.cn 证券分析师 郗越 执业证书：S0600524080008 xiy@dwzq.com.cn 研究助理 王琳婧 执业证书：S0600123070017 wanglj@dwzq.com.cn 行业走势 -14% -8% -2% 4% 10% 16% 22% 28% 34% 40% 46% 2024/6/3 2024/10/1 2025/1/29 2025/5/29 商贸零售 沪深300 相关研究 《酒店集团业 ...

近日，小红书在其官方账号"薯管家"上发布了关于"拉踩测评"的治理公告。公告显示，禁止拉踩的形式包括"竞对 抹黑攻击""误导性对比""非真实舆论引导"，对于出现这类"拉踩"内容及水军账号，平台会严格处置内容及背后账 号，同时相关品牌作为利益主体也会被连带限流、扣品牌分。 薯管家 8/00 2 关注 小红书 关于重点打击 品牌在站内拉踩行为的 治理公告 NC Now DN视频 公告显示，小红书定义的"拉踩测评"指通过刻意贬低、恶意对比竞品（如护肤品、母婴用品、数码产品等）的方 式，虚构评测结果或放大产品缺陷，从而达到抬高自身品牌、误导用户决策的内容。 其常见形式包括：一是竞对抹黑攻击，即未对产品做出真实体验及测评，仅在品牌商业合作关系下发布虚假的抹 黑攻击竞对的各类内容。单方面无根据发布多个产品的评分/排行榜/红黑榜，或者对测评产品做出有失公允的负 面评价及贬损。二是误导性对比，即围绕产品外观、使用场景、参数性能、性价比、产品功效等方面，刻意选择 将本品优势与竞对劣势的做不公正局部对比，贬低竞对、同时误导消费者的测评内容。三是非真实舆论引导，即 由测评作者本人或品牌招募水军在测评类笔记评论区做出某品牌的贬低攻击、 ...

Summary of the Conference Call Transcript Company Overview - **Company**: 贝泰妮 (Betaini) - **Industry**: Consumer Goods, specifically skincare and beauty products Key Points and Arguments 1. **Profitability Goals**: The company aims for a double-digit net profit margin by 2025, up from 8.8% in 2024, supported by a targeted 3% increase in gross margin, efficiency improvements, and operational leverage [1][4] 2. **Revenue Targets**: - Main brand, 薇诺娜 (Winona), is expected to achieve single-digit revenue growth, focusing on product reform and promotional control [1][4] - Emerging brands are projected to maintain growth momentum, with 薇诺娜宝贝 (Winona Baby) targeting over 30% growth, 瑗科缦 (Yuan Keman) over 100%, and 贝芙汀 (Beifutin) aiming for 50 million yuan [1][4] 3. **Quarterly Performance**: The second quarter shows improvement, with a strong start to the 6.18 shopping event, reporting a 20-30% increase in GMV through live streaming channels and a 30-40% increase on Douyin [1][4] 4. **Inventory Management**: Inventory balances improved, with figures of 556 million yuan and 612 million yuan for Q1 2025 and FY2024 respectively, down 34% and 32% from FY2023 [1][4] 5. **OTC Channel Expansion**: Sales in the OTC channel are recovering, with a projected 10% growth in sales for approximately 129,000 OTC pharmacies in 2024 [1][4] 6. **Financial Forecasts**: - Revenue is expected to grow from 5.736 billion yuan in FY24 to 6.196 billion yuan in FY25, with a compound annual growth rate (CAGR) of 10% from 2025 to 2027 [1][9] - Adjusted net profit is projected to increase from 503 million yuan in FY24 to 654 million yuan in FY25 [1][8] 7. **Market Position**: Winona is the largest efficacy skincare brand in China, holding a 20% market share, outperforming competitors like 理肤泉 (La Roche-Posay) and 修丽可 (SkinCeuticals) [1][9] 8. **Valuation**: The target price is set at 66 yuan, corresponding to a 35x 12-month forward P/E ratio, based on a discounted cash flow analysis [1][14] Additional Important Information - **Risks**: - Downside risks include potential failure in brand expansion, high traffic costs, intensified competition, and increased regulatory scrutiny on efficacy skincare advertising [1][16] - Upside catalysts include better-than-expected performance of new products and successful acquisitions [1][16] - **Stock Performance**: The stock price as of May 28, 2025, is 45.29 yuan, with a target price of 66.00 yuan by December 2025 [2][22] This summary encapsulates the essential insights from the conference call, highlighting the company's strategic direction, financial targets, market positioning, and associated risks.

Core Viewpoint - The public dispute regarding the content of recombinant collagen in the product "Collagen Stick" from the brand Kefu Mei, owned by Giant Biological (02367.HK), has intensified, with accusations of misleading information about the actual collagen content [1][3]. Group 1: Company Response and Actions - Giant Biological received an apology from the testing agency used by the beauty blogger "Big Mouth Doctor" (Hao Yu) on May 30, and the company has sent products to multiple testing institutions for compliance checks [2][4]. - The company claims that multiple tests have shown collagen content greater than 0.1%, adhering to the standards set by the Chinese Pharmacopoeia [4]. - Giant Biological clarified that the rumors about the product "Collagen Stick 1.0" being taken off the shelves are false, stating it was a normal product iteration that began in April [6]. Group 2: Industry Context and Competitor Involvement - The controversy has drawn attention from competitors, notably Huaxi Biological, which publicly supported the claims made by "Big Mouth Doctor" and offered to assist in testing and regulatory communication [10]. - Huaxi Biological has criticized the overhyped claims surrounding recombinant collagen, suggesting that the industry is experiencing inflated expectations without sufficient scientific backing [13]. - The financial performance of Huaxi Biological has been declining, with a reported revenue of 5.371 billion in 2024, down 11.61% year-on-year, and a significant drop in net profit [13]. Group 3: Financial Performance of Giant Biological - Giant Biological has shown steady revenue growth from 1.19 billion in 2020 to 5.539 billion in 2024, with net profit increasing from 826 million to 2.062 billion during the same period [7]. - The Kefu Mei brand is a significant contributor to Giant Biological's revenue, accounting for 82% of total income in 2024, with a reported revenue of 4.542 billion [7]. - Concerns have been raised about the potential impact of the ongoing controversy on the company's performance during the critical 618 e-commerce promotion period [7].

Core Viewpoint - The beauty industry appears to be showing signs of recovery in the capital market, with Lin Qingxuan officially starting its IPO process on May 29, following the successful listing of Mao Geping. The company aims to leverage its star product, Camellia Oil, to penetrate the high-end skincare market in China [1][9]. Financial Performance - Lin Qingxuan's revenue from 2022 to 2024 is projected to be 6.91 billion, 8.05 billion, and 12.1 billion RMB, respectively, with year-on-year growth rates of 16.5% and 50.3% for 2023 and 2024 [2][3]. - The adjusted net profit is expected to shift from a loss of 3.66 million RMB in 2022 to profits of 88.46 million and 200 million RMB in 2023 and 2024, respectively [2][3]. - The gross profit margin is notably high, reaching 82.5% in 2024, indicating strong product pricing power [2][3]. Product Contribution - The Camellia Oil product line contributes nearly 40% of total revenue, generating 4.48 billion RMB in 2024, with its share of total revenue increasing from 31.5% in 2022 to 37% in 2024 [3][4]. - Lin Qingxuan's Camellia Oil has been the top-selling facial oil in China for 11 consecutive years, with cumulative sales exceeding 30 million bottles [3][6]. Marketing and Sales Strategy - The company has significantly increased its online channel revenue, which rose from 45.2% of total revenue in 2022 to 59.1% in 2024, primarily through direct online sales [7][8]. - Marketing and promotional expenses for 2024 are projected to be 365 million RMB, accounting for 53% of total revenue, indicating a heavy reliance on marketing for growth [7][10]. Market Positioning - Lin Qingxuan is positioned as a leading domestic high-end skincare brand, ranking first among Chinese domestic brands in the high-end market according to retail sales [9][10]. - The company primarily targets high-end consumers, with product prices ranging from approximately 200 to 800 RMB [9][10]. Research and Development - The R&D expenditure from 2022 to 2024 is relatively low, with only 2.5% of total revenue allocated to R&D in 2024, highlighting a common issue in the domestic beauty industry of prioritizing marketing over product development [10][11].

Group 1 - The core viewpoint of the article highlights the dual nature of celebrity endorsements in brand marketing, where they can drive sales but also pose significant risks to brand reputation [1] - The brand endorsement market is expected to grow in 2024, with 1,222 brands announcing endorsements, an 11% increase from the previous year [2] - Top-tier celebrities are commanding endorsement fees exceeding 10 million yuan, equivalent to the annual net profit of many small to medium-sized enterprises [2] Group 2 - The case of the brand Perlayah, which saw a significant increase in exposure and interaction after announcing a partnership with celebrity Yi Yang Qianxi, illustrates the potential for immediate sales impact through celebrity endorsements [2][4] - The gum category has shown a remarkable sales growth rate of 38.89% in 2024, indicating a strong market performance [5] - The top three brands in the gum market, Stride, Green Arrow, and Yida, have increased their market share from 88% in 2023 to 92% in 2024, with each brand's growth rate exceeding 20% [6] Group 3 - The endorsement of the youth group "Times Youth" by Stride led to a 23.6% increase in sales after the announcement, demonstrating the strong influence of celebrity endorsements on consumer purchasing decisions [8] - Stride's market share surged by 8.7 percentage points in April, significantly outperforming a competing brand that saw a decline [10] - The social media engagement from the youth demographic contributed 72% of Stride's brand voice, indicating a successful alignment with the target audience [12] Group 4 - The article discusses the trend of brands utilizing non-human endorsements, such as animals and self-created IPs, to mitigate risks associated with celebrity endorsements [15][30] - The use of virtual digital personas for brand endorsements is on the rise, with examples of successful collaborations with beauty brands [40] - Brands are increasingly adopting multi-dimensional endorsement strategies to diversify risk and maximize brand communication effectiveness [51]

Core Viewpoint - The public relations battle between Huaxi Biological and Juzhi Biological has led to a significant market value loss for Juzhi Biological, amounting to 17.4 billion yuan in just 10 days [4]. Group 1: Public Relations Battle - Huaxi Biological publicly criticized the capital market's behavior of favoring collagen while disparaging hyaluronic acid, directly naming Juzhi Biological and several brokerage firms [3][4]. - Juzhi Biological's market value dropped from 90.9 billion yuan to 73.5 billion yuan within 10 days, a decrease of 17.4 billion yuan [4]. - The negative publicity may impact consumer sentiment and Juzhi Biological's performance during the upcoming 618 promotional event [4]. Group 2: Controversial Testing Methods - The primary controversy revolves around the testing methods used to assess the collagen content in Juzhi Biological's products [5][6]. - A beauty blogger claimed that the actual collagen content in Juzhi Biological's product was only 0.0177%, significantly below the stated standard of ≥0.1% [9]. - Juzhi Biological defended its testing methods, stating that the blogger's approach lacked industry standards and that they were involved in formulating these standards [11]. Group 3: Timeline of Events - On May 17, Huaxi Biological published a critical article targeting Juzhi Biological and brokerage firms [18]. - Juzhi Biological did not respond initially, leading to perceptions of a "pillow fight" in the public relations battle [18]. - The timeline of events suggests a coordinated effort by the blogger to raise questions about Juzhi Biological's products, particularly before the 618 sales event [22][23]. Group 4: Industry Implications - The incident serves as a cautionary tale for other beauty and skincare brands regarding the importance of protecting their core assets, particularly product ingredients and their efficacy [33]. - Companies are urged to establish robust standards and testing methods to safeguard against potential public relations crises [34]. - The need for a credible third-party testing framework is emphasized, as the absence of such standards can lead to consumer distrust and brand damage [30].

Core Insights - Morgan Stanley reported that during the 618 promotional period from May 13 to 26, 2023, promotional efforts varied significantly among brands, with Proya leading in Tmall beauty and Caitang ranking first in Douyin makeup [1][5] Tmall Rankings - Proya maintained the top position in Tmall beauty rankings during the 618 event, with L'Oreal Paris and Estee Lauder following in the top three [2] - Comfy, a brand under Giant Bio, ranked 3rd on May 13, dropped to 9th on May 15, and fell to 12th from May 16 to 26 in Tmall beauty rankings [1][6] Douyin Rankings - In Douyin makeup, Caitang ranked first, while Comfy's performance fluctuated, indicating a preference for balancing sales growth and profit margins rather than pursuing high rankings [1][5] - High-end skincare brands showed increased focus on Douyin, with seven brands entering the top ten during the promotional period [5] Comfy Brand Insights - Comfy's initial high rankings during e-commerce shopping festivals tend to decline, a pattern observed in previous events like Double 11 [1][6] - The brand's strategy includes collaborating with less promotional-driven key opinion leaders (KOLs) and limiting supply on heavily discounted packages [6] - Recent consumer concerns regarding Comfy products on social media may impact consumer confidence, although the company is expected to address these issues with independent testing results [6] Market Outlook - Morgan Stanley estimates that the recent decline in Giant Bio's stock price to a forward P/E ratio of approximately 22x reflects the market's absorption of some earnings downside risks from consumer feedback [7] - Despite short-term uncertainties, Morgan Stanley maintains a buy rating and advises investors to build long-term positions during stock price weaknesses [7]

Core Viewpoint - The article discusses allegations of potential fraud regarding the collagen content in a product from Juzhibio, specifically questioning the accuracy of the ingredient labeling and the detection methods used to measure collagen levels [1][2]. Group 1: Allegations and Testing - A social media influencer raised concerns about the collagen content in Juzhibio's product, claiming that the detected amount of collagen was significantly lower than what was stated on the label [1][2]. - The influencer used high-precision HPLC amino acid quantification methods and reported that the detected collagen content was only 0.0177%, while the product label suggested that collagen should be present in amounts greater than 0.1% [2]. - The influencer highlighted that glycine, a key amino acid in collagen, was not detected in the sample, which contradicts established knowledge that glycine constitutes one-third of collagen's amino acid residues [2]. Group 2: Company Response - In response to the allegations, Juzhibio's brand, Kefu Mei, issued a statement asserting that multiple tests conducted in accordance with industry standards showed collagen content exceeding 0.1% [5][7]. - The company provided testing results from five samples taken on May 24, showing collagen levels of 0.27% to 0.28% [7]. - Kefu Mei criticized the influencer's testing methods as not being recognized by industry standards and claimed that the influencer did not request the original collagen raw materials for testing [9]. Group 3: Background and Financial Performance - Juzhibio, known as the "first stock of recombinant collagen," has rapidly grown to become the largest beauty and skincare company in Hong Kong by market capitalization, reaching HKD 82.1 billion as of May 23 [11]. - The company's revenue for 2024 was reported at CNY 5.539 billion, reflecting a year-on-year growth of 57.17%, while net profit reached CNY 2.062 billion, up 42.06% [14]. - The founders of Juzhibio recently became the richest individuals in Shaanxi province, with a combined stock value exceeding CNY 45 billion [13].