上 市 公 司 美容护理 2025 年 08 月 25 日 丸美生物 (603983) ——战略投入致利润端低于预期，收入端持续高增 报告原因：有业绩公布需要点评 买入（维持） | 市场数据： | 2025 年 08 月 25 日 | | --- | --- | | 收盘价（元） | 42.23 | | 一年内最高/最低（元） | 56.98/20.17 | | 市净率 | 5.0 | | 股息率%（分红/股价） | 1.78 | | 流通 A 股市值（百万元） | 16,934 | | 上证指数/深证成指 | 3,883.56/12,441.07 | | 注："股息率"以最近一年已公布分红计算 | | | 基础数据: | 2025 年 06 月 30 日 | | | --- | --- | --- | | 每股净资产（元） | | 8.39 | | 资产负债率% | | 28.01 | | 总股本/流通 A 股（百万） | 401/401 | | | 流通 B 股/H 股（百万） | | -/- | 一年内股价与大盘对比走势： 08-26 09-26 10-26 11-26 12-26 01-26 02-2 ...

Core Viewpoint - Leading cosmetic brands are transitioning from "strategic exploration" to "systematic attack" in the skincare sector, indicating a significant shift in their business strategies [2][4]. Group 1: Brand Strategies - Major brands like Mao Geping, Huaxizi, and Perfect Diary are leveraging their brand DNA and market insights to develop systematic strategies for entering the skincare market, focusing on high-end positioning, technological innovation, and concept extension [4]. - Mao Geping has established a comprehensive skincare line, achieving a revenue of 3.885 billion yuan in 2024, with skincare contributing 1.429 billion yuan, a year-on-year growth of 23.19%, accounting for 36.8% of total revenue [4]. - Perfect Diary is centered on "technological iteration," having launched its first generation of biomimetic membrane technology in 2023 and planning to upgrade to the third generation by 2025 [5][7]. Group 2: Product Development - Perfect Diary has expanded its product range to include a "biomimetic membrane" skincare series, integrating makeup and skincare, thus establishing a unique technical barrier [7]. - Huaxizi has developed a database of over 100 floral formulas, successfully extracting and preparing 50 types of floral ingredients, which supports its "flower-based skincare" concept [8][9]. - The "气色双生莲萃" series from Huaxizi includes various products such as creams and serums, combining Eastern plant extracts with modern skincare technology [8]. Group 3: Market Trends - The skincare market in China is significantly larger than the color cosmetics market, with skincare accounting for approximately 70% of the total cosmetics market, valued at over 700 billion yuan, compared to the color cosmetics market at around 88 billion yuan [16]. - Consumer demand is evolving, with over 60% of consumers expecting makeup products to also provide skincare benefits, indicating a trend towards "makeup and skincare integration" [16][17]. Group 4: Challenges and Competition - The transition of color cosmetic brands into skincare faces challenges, including establishing consumer trust and overcoming the perception of expertise in skincare [21][22]. - The skincare market is highly competitive, with international giants dominating the high-end segment, while domestic brands are rapidly emerging with a focus on quality-price ratio and efficacy [22][24]. - The complexity of skincare product formulation requires significant R&D investment and a robust quality control system, posing a challenge for brands traditionally focused on color cosmetics [22][24].

Core Viewpoint - The new makeup brand TOMMARK's parent company, Jiyun Cosmetics (Shanghai) Co., Ltd., was fined for misleading advertising by claiming its ordinary cosmetics were suitable for pregnant women, which violates advertising laws [1][3]. Group 1: Company Overview - TOMMARK was established in 2019 in Shanghai and is known for its "skin-nourishing base makeup" concept, quickly gaining popularity [6]. - The brand's best-selling product, the "Mousse Cushion," sold over 50,000 units on its first day of launch in January 2022 [6]. - TOMMARK collaborates with top influencers, such as Li Jiaqi, and has achieved significant sales rankings on platforms like Tmall [6]. Group 2: Regulatory Actions - The Shanghai Municipal Market Supervision Administration fined Jiyun Cosmetics 20,000 yuan for advertising its product as suitable for pregnant women, which is misleading since the product is classified as ordinary cosmetics [3]. - The company was found to have violated Article 28 of the Advertising Law of the People's Republic of China, which prohibits deceptive advertising [3]. - Other cosmetic companies have faced similar penalties for making claims related to pregnancy suitability, indicating a trend of regulatory scrutiny in this area [6][7].

Core Viewpoint - The recent departure of multiple key management personnel at Huaxizi, including co-founder Feiman, raises concerns about the company's stability and future growth amidst declining performance and market competition [1][3][5]. Management Turmoil - Feiman, a crucial decision-maker since the brand's inception, has officially left Huaxizi, citing personal health reasons. His departure follows a trend of key personnel exits, including visual partner Wenyuan and former Chief Product Officer Shang Lu [3][4]. - The management changes are perceived as a response to Huaxizi's declining performance and lack of strategic direction, with industry experts suggesting that the competitive landscape and internal conflicts may have contributed to these departures [4][5]. Performance Decline - Huaxizi experienced significant growth shortly after its establishment in 2017, achieving sales of 5.4 billion yuan in 2021, but has since faced a downturn, particularly after the "79 yuan eyebrow pencil incident" [6][7]. - Recent sales data indicates a sharp decline, with flagship store sales dropping from 1 million to 250 million yuan to between 75,000 and 100,000 yuan shortly after September 11, 2023. Additionally, the company's online GMV for 2024 is projected at 2.393 billion yuan, a year-on-year decrease of 21.19% [6][7]. Strategic Adjustments - In response to its challenges, Huaxizi is attempting to recover by launching new products and expanding its offline presence, including opening its first store in Shanghai [7]. - Experts suggest that while Huaxizi has potential for growth, its reliance on online channels and the need for a robust brand strategy are critical for its future success [7].

Core Insights - A Chinese lip gloss with a unique dual-ended design has gained significant popularity in Southeast Asia, particularly in the Philippines, due to its high quality and affordability [1][7][8] - The product's success is attributed to effective marketing strategies on TikTok, which have led to rapid sales growth and increased brand recognition [7][14][22] Product Features - The lip gloss features a three-in-one design that includes mirror, matte, and waterproof capabilities, making it resistant to sweat and water [2][7] - It has received positive feedback for its long-lasting wear, with users reporting that it does not smudge or fade even after multiple uses [16][18] Sales Performance - The product achieved over $100,000 in sales within a short period, with a single TikTok video reaching 28.5 million views [3][14] - JMCY, the brand behind the product, reported monthly sales exceeding $10 million in the Philippines, with orders increasing rapidly [7][19] Market Dynamics - Southeast Asia, with a consumer base of 650 million and a rapidly growing e-commerce market, has become a key target for Chinese brands looking to expand internationally [8][9] - The region's cultural similarities and increasing internet penetration make it an attractive market for Chinese companies [8] Strategic Decisions - Initially targeting Vietnam, JMCY faced challenges due to strong competition from established international brands, leading to a strategic pivot towards the Philippines [9][10] - The company leveraged TikTok's platform for market research and product testing, allowing them to tailor their offerings to local consumer preferences [11][12] Operational Improvements - JMCY established local warehouses in the Philippines to enhance delivery speed, resulting in a 30% increase in repurchase rates [21][22] - The brand's operational strategy now includes a triad of domestic production, overseas warehousing, and local distribution to improve efficiency [21] Future Plans - Following success in the Philippines, JMCY is considering expansion into other Southeast Asian markets, including Thailand and Vietnam, to further capitalize on its growing brand recognition [22]

Core Viewpoint - The transformation of China's real economy into a brand economy is essential for achieving modernization goals, with a focus on quality and cultural values rather than luxury and exclusivity [1][2]. Group 1: Importance of Brand Economy - Brand economy represents the highest form of the real economy and is a crucial support for economies of scale [1]. - Achieving a per capita GDP of $30,000 to $50,000 in China could lead to a third of the economic structure being based on economies of scale, similar to the U.S. [1]. Group 2: Traditional Commercial Culture - Chinese brands should inherit the traditional commercial culture of "genuine goods, quality assurance, and fair pricing" [2][3]. - Historical insights from Chinese commercial culture emphasize the harmfulness of solely pursuing luxury and exclusivity [2]. Group 3: Current Brand Development - Chinese companies have developed the capability to produce high-quality products, with examples like Huawei and BYD leading globally [3]. - Brands should focus on being recognized for their intrinsic value rather than competing on low quality or high luxury [3]. Group 4: Value Output - Brands should prioritize beneficial contributions to society and individuals over luxury and possession [4]. - The essence of a brand lies not only in product quality but also in the values and philosophies it represents [4]. Group 5: Risks of Luxury Branding - There is a concerning trend where some Chinese brands adopt a luxury-oriented approach, often leading to exaggerated claims and a disconnect with consumers [6]. - The focus on luxury branding can detract from the traditional Chinese business spirit and hinder long-term brand development [6]. Group 6: Innovation Over Price Competition - Relying on low-cost strategies has led to a dependency on price wars, which undermines brand value and quality perception [7][8]. - Brands should build competitive advantages through innovation rather than price competition, as seen in the decline of companies like Jumei [8]. Group 7: Impact of E-commerce and Live Streaming - The rise of entertainment-driven e-commerce and live streaming can harm brand value by prioritizing sensationalism over product quality [9][10]. - Negative consumer perceptions can arise from low-quality promotional tactics, leading to a loss of brand trust [11]. Group 8: Long-term Brand Building - Brand building should focus on long-term strategies rather than quick profits through transient marketing tactics [12][13]. - Sustainable brand development requires continuous innovation and a commitment to quality across all business aspects [13]. Group 9: Global Positioning of Chinese Brands - The positioning of Chinese brands in the global market reflects the influence of Chinese culture and values [14]. - Successful global brands, like Apple, demonstrate the importance of quality and user experience, aligning with traditional Chinese commercial values [14].

Core Viewpoint - The A-share market shows strong performance with major indices rising, particularly in the pharmaceutical and financial sectors, indicating potential investment opportunities in these areas [1][2][12]. Market Performance - A-shares saw a collective rise with the Shanghai Composite Index returning to 3400 points, closing at 3393.26, up 0.23% [1]. - The Shenzhen Component and ChiNext Index increased by 0.62% and 1.22% respectively, with a total market turnover of 838.6 billion yuan, an increase of 75.5 billion yuan from the previous trading day [1]. - Nearly 3700 stocks in the market experienced gains, with significant contributions from innovative drug and solid-state battery sectors [2][7]. Sector Highlights - The pharmaceutical sector exhibited strong growth, with stocks like Hai Chen Pharmaceutical and Rui Zhi Pharmaceutical hitting the daily limit of 20% [7][12]. - The financial sector also showed resilience, with major players like Xinda Securities reaching their daily limit, and other firms like Yong'an Futures and Ruida Futures also hitting the limit [15][16]. New Stock Trends - In the Hong Kong market, newly listed stocks are experiencing significant gains, with companies like Mixue Group and Mao Ge Ping seeing increases of over 180% and 270% from their issue prices respectively [3][20]. - The new consumption concept stocks, such as Gu Ming and Blu-ray, have also shown substantial growth since their listings, with increases of over 170% and 200% respectively [20][21]. Policy and Industry Outlook - The National Medical Products Administration has approved 11 new innovative drugs, which is expected to boost the performance of related companies as they prepare for upcoming medical insurance negotiations [12]. - Analysts suggest that the pharmaceutical sector is poised for a recovery, with structural opportunities remaining, particularly in the innovative drug industry and related sectors [12][21]. Financial Sector Developments - The approval of the change of actual controllers for several financial institutions by the China Securities Regulatory Commission is expected to enhance financial resource allocation efficiency and strengthen the financial system's risk resistance [18]. - Central Huijin's acquisition of stakes in major financial institutions is anticipated to accelerate industry reforms and increase the number of integrated brokerage licenses [18].

Group 1 - China Pacific Insurance launched a private equity fund with a target size of 20 billion yuan, emphasizing long-term investment principles [1] - China Chengtong's subsidiary subscribed to the initial shares of three ETFs, signaling strong confidence in the long-term value of state-owned enterprises [1] - The approval of the first batch of new floating fee rate funds indicates a shift towards performance-based management fees, enhancing the attractiveness of long-term investments [1] Group 2 - The electricity trading market in China is undergoing significant changes due to the implementation of market-oriented pricing reforms for renewable energy [2] - There has been a fourfold increase in consultation requests and a twofold increase in order volume for electricity trading services, driven by the entry of renewable energy into the market [2] - AI technology is increasingly integrated into the electricity trading process, enhancing decision-making and market operations [2] Group 3 - The innovative drug sector, particularly in Hong Kong, has shown remarkable performance, with several ETFs in this category rising over 50% this year [3] - Domestic innovative drugs are gaining global competitiveness, attracting international investors and marking a transition from "follower" to "leader" in the market [3] - Hong Kong is identified as a key market for investing in innovative drugs, with a focus on globally competitive companies [3] Group 4 - Multiple economic stimulus policies are expected to be introduced, focusing on sectors like "two new" and "two heavy" industries, as well as stabilizing foreign trade [4] - The issuance of new equity funds has seen a resurgence, with several funds raising over 1 billion yuan since June [4] - There is a notable trend of funds concentrating on high-performing managers, reflecting a shift in investor preferences [4] Group 5 - The popularity of floating management fee funds is on the rise, with one fund reaching its 2 billion yuan cap within six days of launch [5] - The A-share market's structural opportunities and positive long-term trends are contributing to the demand for actively managed products [5] - Fund managers are particularly optimistic about investments in innovative drugs and AI technologies [5] Group 6 - Infrastructure investment has been robust this year, supported by proactive fiscal policies and accelerated bond issuance [6] - Despite positive fundamentals, some high-frequency data related to construction funding shows weaknesses, indicating untapped investment potential [6] - Mid-cap stocks have performed well, with several thematic funds seeing significant net value increases [6] Group 7 - The issuance of new floating fee rate funds has led to a slight recovery in the equity fund market, with 22 new funds established in the first week of June [7] - The total issuance scale for new funds reached 31.01 billion yuan, with bond funds making up over half of the total [7] - There is a noticeable trend of limited enthusiasm for equity products, as indicated by the smaller average size of newly established stock funds [7] Group 8 - Jiangsu Province has introduced measures to boost consumption, including allowing family members to withdraw housing provident fund for down payments [8] - Various cities have adjusted housing provident fund policies to enhance its support for housing consumption [8] Group 9 - Newly listed stocks in the Hong Kong market have shown impressive gains, with some stocks increasing by over 164% since their IPO [9] - Despite the strong performance of new stocks, market volatility poses risks, and investors should be cautious of potential price corrections [9] - The expiration of lock-up periods for certain shareholders may lead to short-term pressure on stock prices [9] Group 10 - The brain-computer interface sector is experiencing unprecedented growth, with significant advancements in technology and clinical applications [10] - The first batch of flexible high-throughput semi-invasive brain-computer systems has been successfully implanted, showing over 98% effectiveness in signal collection [10] - 2025 is anticipated to be a pivotal year for clinical applications in this field, with multiple companies making progress in their technologies [10]

Group 1: New Stock Performance - The Hong Kong stock market's newly listed stocks have shown significant price increases, with 43 out of 74 new stocks trading above their issue prices, representing approximately 58% of the total [2] - Notable performers include the tea beverage giant Mixue Group, which has seen its stock price rise by approximately 164.94% since its listing, and the high-end cosmetics brand Mao Geping, which has increased by about 276.85% [1][2] - The gold jewelry concept stock, Laopu Gold, has experienced a dramatic surge, with its stock price reaching over 1000 HKD, marking a cumulative increase of approximately 2148.95% since its IPO [1][3] Group 2: Market Trends and Investor Sentiment - The new consumption sector is attracting significant investor interest, leading to a surge in stock prices and prompting other companies to accelerate their listing plans [3] - The market is characterized by volatility, with some stocks experiencing short-term corrections, indicating the need for investors to be cautious about market sentiment and fundamental support [3] - The upcoming expiration of lock-up periods for certain shareholders may put pressure on stock prices, as seen with Mao Geping and Laopu Gold [3] Group 3: Future Market Outlook - The Hong Kong IPO market is expected to remain active, with over 160 companies currently in the application process, including industry leaders and unicorns from various sectors [4] - Analysts predict that the Hang Seng Index has upward potential, with a year-end target of 25,830 points, driven by opportunities arising from China's technological innovations [4][5] - Factors influencing the market include the potential for U.S. Federal Reserve interest rate cuts, the downward trend of the U.S. dollar, and a reassessment of China's economic resilience and corporate earnings outlook [5]

Investment Rating - The report provides a positive investment rating for the beauty and personal care industry, highlighting significant growth potential in various segments [1]. Core Insights - The beauty and personal care industry is experiencing a surge in user engagement, particularly in makeup and fragrance categories, driven by trends such as emotional healing and cultural collaborations [3][8]. - The report emphasizes the importance of understanding consumer trends, such as the rise of mini makeup products and the integration of fragrance into personal care routines, which are reshaping market dynamics [10][90]. User Trends - Trend 01: The rise of "mini makeup" products, with searches for mini makeup increasing by 145% year-on-year, indicating a shift towards portable beauty solutions [15][17]. - Trend 02: The "island makeup" trend reflects a desire for quick, effective beauty solutions that cater to the vacation mindset, with related searches up by 350% [38][44]. - Trend 03: The "no foundation makeup" trend is gaining traction, with a 262% increase in searches, as consumers seek lightweight, breathable products for warmer months [76][78]. Fragrance Trends - Trend 01: The focus on "energy fragrances" is growing, with a 165% increase in related searches, as consumers seek scents that resonate with their emotional states [92][94]. - Trend 02: The "memory fragrance" trend utilizes scents to evoke memories, with significant engagement on platforms like Xiaohongshu, indicating a strong consumer interest in personalized fragrance experiences [100][102]. - Trend 03: The trend of "DIY fragrances" is emerging, with a 52% increase in searches for DIY scent combinations, reflecting a growing consumer interest in personalized fragrance solutions [180][182]. Category Trends - The report identifies a significant expansion in the women's hygiene products sector, with trends such as "therapeutic sleepwear" and "private care" gaining traction due to increased consumer awareness and demand [188][194]. - The "absorbent pads" trend highlights a growing need for incontinence products, with a staggering 813% increase in related searches, indicating a previously underserved market [217][223]. - The "facial cleansing wipes" trend is also on the rise, with a focus on convenience and user experience, particularly for travel and outdoor activities, as evidenced by a 134% increase in related discussions [238][250].