Core Viewpoint - Betaini is establishing a professional operation team for its beauty device brand TriPollar, with Deputy General Manager Zhang Mei leading the initiative [1][5][12] Company Developments - Betaini has made significant investments in the beauty device sector, including two investments in Weimai Medical Technology Co., Ltd. and another in Wuhan Kelei Yimei Lianghong Biotechnology Co., Ltd. [1][7] - The company is actively recruiting for positions such as live broadcast operation supervisor and chief broadcast director specifically for the TriPollar brand [2][5] - TriPollar, a brand under the Israeli medical device company Pollogen, focuses on radiofrequency technology and has previously achieved a GMV of 1 billion yuan in the Chinese market [6][5] Market Context - The beauty device market has faced challenges, including a recall of 18,200 units of the first-generation TriPollar Stop Eye model due to safety concerns [6][10] - Regulatory changes are on the horizon, with the "new regulations for beauty devices" set to classify radiofrequency beauty devices as Class III medical devices, which has caused market instability [10][11] - The market has seen a shift in distribution, with Pollogen changing its Chinese distributor, which has led to the closure of various online stores [11][12]

Market Overview - The online beauty device market is projected to reach a GMV of 69.51 billion yuan for electronic beauty devices and 10.81 billion yuan for LED beauty devices in the rolling year ending January 2024, with a total online GMV for facial beauty tools exceeding 89.4 billion yuan [10][15][14] - The overall online interaction volume for beauty devices reached 3.08 billion, with a total online voice volume of 7.31 million, indicating significant consumer engagement [10][14] Brand Performance - Domestic brands are showing strong momentum, with four out of the top ten electronic beauty device sales being domestic brands, capturing 52.9% of the market share, while five out of the top ten LED beauty device sales are also domestic brands, holding 75.5% of the market [10][19] - The leading brand on Douyin for electronic beauty devices is Jimo, with sales between 1.5 billion to 2 billion yuan and a market share of 18.48% [21] Consumer Insights - The primary consumers of beauty devices are women, with over 70% of interactions coming from female users, and 79% of users aged 18-34, indicating a youthful demographic [12][2] - The main concern for users is the efficacy of the products, with over 42% prioritizing effectiveness, particularly in anti-aging and skin tightening [2][12] Marketing Trends - Xiaohongshu is identified as a key platform for product discovery, with AMIRO's posts reaching 9,888, while Douyin focuses on live-streaming sales, with over 95% of top brands utilizing this method [2][11] - The trend is moving towards multi-functional and high-efficiency products that cater to specific skincare needs, such as targeted treatments for different skin areas and conditions [2][12] Pricing Analysis - There is a significant price disparity in the market, with foreign brands like Silk and Initial averaging over three times the price of domestic brands, which are more affordable [10][28] - The average price of electronic beauty devices among the top brands varies greatly, with the highest priced at 11,128 yuan and the lowest around 3,549 yuan [28][29]

Group 1 - Tmall's 618 event has seen a significant increase in overseas brand participation, with nearly 50,000 new products launched on Tmall International [1][3] - The first hour of sales recorded a doubling in transactions for 374 overseas brands, with 109 brands exceeding 10 million in sales during the initial phase [3] - New Zealand's A2 milk brand experienced a 55% increase in sales during the first phase, prompting an early arrival of 100,000 units of popular stock [3] Group 2 - The second-generation red light mask sales increased by 198% compared to last year's Double 11 event, leading to a 20% increase in stock for CurrentBody [4] - KAGAMI, a Japanese whiskey glass brand, reported a 30% increase in sales by May 27, with stock levels for 618 being more than double that of the previous year [4] - VAPE, a mosquito repellent brand, achieved the top sales in the mosquito liquid category on Tmall International, with stock levels also doubling compared to last year [4] Group 3 - Many overseas brands attribute their sales success to simplified discount mechanisms and transparent pricing during the 618 event [6] - Gotukola, an Israeli hair care brand, anticipates a 268% increase in sales, with a target of 27 million [6] - WHC, a Belgian fish oil brand, aims for 130 million in sales, reflecting a 97% year-on-year growth, aided by a 15% official discount [6] Group 4 - On June 3, Tmall's 618 Import Day featured over 1,500 global buyers conducting live streams from 15 countries, showcasing nearly 20,000 imported products at discounted prices [8] - Major discounts were offered on luxury items, such as Louis Vuitton and Coach products, with significant price reductions during the live streams [8] - Tmall International introduced various import category coupons, providing discounts up to 420 yuan for purchases over specified amounts [9]