（原标题：东南亚淘金路：美妆出海如何与不确定性共存丨出海观察） 近期，21世纪经济报道记者专访了美尚集团首席财务官兼海外业务负责人赵剑，透过他的讲述，来试图 摸清美妆出海的水温和潮水走向。 "美妆出海东南亚，我们最开始是用跨境电商的方式进去的，但做着做着就会发现不去当地不行，一来 只做电商终归会有规模的天花板，很难放量，二来坐在国内办公室，你根本不知道东南亚的消费者喜欢 什么、流行在发生什么变化。"赵剑回忆起2022年底探索出海业务的情形，当时，走电商的渠道切入东 南亚市场，是投入小、风险也相对低的稳妥之策，但慢慢摸到"天花板"后，他作为海外业务的负责人， 开始调整方向，"出海有一个字就是你得'出'去，不能简单地坐在广州办公室里做出海的生意。" 去到当地后，团队看到了一些传说中的"代差"——东南亚这片市场从流行审美到产品，基本还是由欧 美、日韩这些国际品牌主导，所以不少彩妆护肤品类在色彩、质地、功效上并没有真正贴合当地人，习 惯了欧美、日韩风格的东南亚人之前普遍也对这些差异不敏感。但捕捉到这些空白的中国品牌，寻找到 了突围的突破口，也就是因地制宜地开发和丰富SKU，来精准满足当地市场需求。 南方财经 21世纪 ...

Investment Rating - The report maintains a "Positive" outlook on the cosmetics and medical beauty industry, highlighting potential growth opportunities despite recent market underperformance [2]. Core Insights - The cosmetics and medical beauty sector has underperformed the market, with the Shenwan Beauty Care Index declining by 3.1% from October 31 to November 7, 2025 [3][4]. - The upcoming Double 11 shopping festival is expected to boost performance for companies like Shuangmei Co. and Maogeping, with strong sales anticipated on platforms like Douyin and Tmall [3][9]. - Key companies such as Proya, Shanghai Jahwa, and Ruifucheng have shown varying performance, with Proya's revenue for Q3 2025 at 1.736 billion yuan, down 11.63% year-on-year, while Shanghai Jahwa's revenue increased by 28% to 1.483 billion yuan [10][16]. Summary by Sections Industry Performance - The cosmetics and medical beauty sector has shown a decline, with the Shenwan Cosmetics Index down 2.6%, underperforming the Shenwan A Index by 3.3 percentage points [3][4]. - The top-performing stocks this week included *ST Meigu (+12.3%) and Jinsong New Materials (+6.2%), while Huaxi Biological and Beitaini saw declines of 7.8% and 7.4%, respectively [5]. Company Performance - Proya's Q3 2025 revenue was 1.736 billion yuan, a decrease of 11.63% year-on-year, with a net profit of 227 million yuan, down 23.64% [10][11]. - Shanghai Jahwa reported Q3 revenue of 1.483 billion yuan, up 28%, with a net profit of 140 million yuan [16]. - Ruifucheng's Q3 revenue reached 819 million yuan, a significant increase of 123.4% year-on-year, with a net profit of 33 million yuan [20]. Market Trends - The 8th China International Import Expo showcased international beauty brands, indicating a shift towards high-end markets and functional skincare products [31]. - The report highlights the increasing importance of e-commerce channels, with brands like Maogeping and Shuangmei Co. performing well on platforms like Tmall and Douyin [9][24]. E-commerce Data - In September 2025, the GMV for domestic brands on Douyin and Tmall showed significant growth, with Shuangmei Co. achieving a GMV of 8.1 billion yuan, up 47% year-on-year [24]. - The overall retail sales of cosmetics in September 2025 reached 368 billion yuan, reflecting an 8.6% year-on-year growth, driven by pre-Double 11 promotions [25][27].

Core Insights - Shanghai Jahwa reported a significant increase in net profit for the third quarter, with a year-on-year growth of 149.1%, reaching 405 million yuan, while total revenue for the first three quarters was 4.961 billion yuan, up 10.8% year-on-year [1][2] Financial Performance - The company faced a revenue decline from 2020 to 2023, with revenues of 7.032 billion yuan, 7.646 billion yuan, 7.106 billion yuan, and 6.598 billion yuan, reflecting year-on-year changes of -7.43%, 8.73%, -7.06%, and -7.16% respectively [2] - In 2024, the company reported its first annual loss in 24 years, with total revenue of 5.679 billion yuan, down 13.93% year-on-year, and a net loss of 833 million yuan, a decline of 266.6% [3][4] Strategic Adjustments - The company attributed its performance issues to goodwill impairment, with a provision of approximately 613 million yuan for overseas business goodwill impairment due to low birth rates and increased competition [4] - Following the appointment of Lin Xiaohai as chairman in June 2024, the company initiated a "focus on efficiency" strategy, leading to a significant restructuring of its sales department and a planned 15% workforce reduction [6][9] Revenue Breakdown - In the third quarter, revenue from personal care products was 606 million yuan, beauty products 354 million yuan, innovative products 158 million yuan, and overseas sales 365 million yuan [8] - Online sales accounted for over half of the domestic business revenue, with a 1.7 times increase in online channel revenue in the third quarter of 2025 [8] Future Outlook - The company plans to increase investment in brand development and R&D, aiming for profitability in the second half of the year [9]

Investment Rating - The report maintains a "Strong Buy" rating for the company [2][7]. Core Insights - The company continues to demonstrate the effects of its reforms, with rapid growth driven by core brands. The beauty segment is experiencing high growth, while personal care maintains steady growth. The improvement in product channel structure and cost reduction efforts have enhanced profitability [1][7]. - The company reported a revenue of 1.483 billion yuan in Q3 2025, a year-on-year increase of 28.29%. The net profit attributable to shareholders was 140 million yuan, with a non-recurring net profit of 10 million yuan, both turning profitable compared to the same period last year [7]. - The online channel and core brand growth momentum remain strong, with the beauty segment showing a 272.3% year-on-year increase in Q3 2025. The personal care segment also saw a 13.8% increase, with the online channel accounting for 50% of total sales [7]. - The gross margin improved by 7.0 percentage points to 61.5% in Q3 2025, attributed to a higher proportion of high-margin new products and a decrease in raw material costs [7]. - Operating cash flow significantly improved, reaching a net amount of 734 million yuan in the first three quarters, a year-on-year increase of 172.77% [7]. - The company expects net profits attributable to shareholders to be 428 million yuan, 482 million yuan, and 544 million yuan for 2025, 2026, and 2027, respectively, with year-on-year growth rates of 13% for both years [7]. Financial Data Summary - Total revenue for 2025 is estimated at 6.5 billion yuan, with a projected growth of 14% in 2026 and 15% in 2027 [12]. - The company’s total assets are projected to be 9.953 billion yuan in 2025, with a total liability of 2.853 billion yuan [11]. - The return on equity (ROE) is expected to improve to 6.2% in 2025, with a gradual increase to 7.1% by 2027 [12].

Core Viewpoint - The company, Shanghai Jahwa United Co., Ltd., has released its third-quarter report for 2025, ensuring the accuracy and completeness of the information provided [8][17]. Financial Data - The financial statements for the third quarter of 2025 are unaudited, covering the period from January to September 2025 [5][6]. - The report indicates that there were no significant changes in net profit from merged entities, with both current and previous periods showing a net profit of 0.00 yuan [6]. Key Operational Data - The company disclosed its main operational data for the third quarter, including production, sales, and revenue figures for its key products, which include personal care and beauty products [8]. - The average selling price of beauty products increased year-on-year, attributed to strategic adjustments made in the previous year and improved business health [9]. Price Changes - The prices of key raw materials experienced notable fluctuations: - Prices for soap and oil raw materials increased by 26%-38% compared to the same period last year, primarily due to a significant rise in palm kernel oil prices [11]. - Prices for surfactants and emulsifiers rose by 18%, also influenced by palm kernel oil price increases [12]. - The price of solvents, such as ethanol, decreased by approximately 6% due to insufficient demand [12]. - Nutritional drug additives saw a slight decline of about 1% in prices [13]. - Packaging materials experienced price reductions, with glass bottles down 0.4%, plastics down 1%, and cartons down 4% compared to the previous year [14]. Investor Communication - The company will hold an investor briefing on November 14, 2025, to discuss the third-quarter results and address investor inquiries [18][20]. - The briefing will be conducted online, allowing investors to participate and submit questions in advance [21].

本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈述或者重大遗 漏，并对其内容的真实性、准确性和完整性承担个别及连带责任。 根据上海证券交易所《上市公司行业信息披露指引第十三号——化工》的要 求、现将公司 2025 年第三季度主要经营数据披露如下： 关于 2025 年第三季度主要经营数据的公告 一、主要产品的产量、销量及收入实现情况 | 主要产品 | 产量(支) | 销量(支) | 营业收入（元） | | --- | --- | --- | --- | | 个护 | 49,611,974 | 63,915,054 | 605,859,654.10 | | 美妆 | 14,338,725 | 8,700,175 | 353,885,916.16 | | 创新 | 19,886,469 | 15,560,797 | 158,248,088.59 | | 海外 | 29,273,055 | 21,821,670 | 364,586,808.67 | 注：个护（含六神、美加净品牌）、美妆（含玉泽、佰草集、双妹、典萃品牌）、 创新（含启初、家安、高夫等品牌）、海外（汤美星等品牌）。 二、主要产品和原材料的 ...

Core Insights - The article discusses the transformation of Shanghai Jahwa, a traditional cosmetics company, from performance decline to recovery, highlighting its strategic shift towards supply chain control and innovation [1][4][10] Industry Overview - Shanghai is a major hub for the cosmetics industry in China, with 230 production enterprises and 3,200 registered entities, dominating the import registration market [1] - The industry faces common challenges such as supply chain restructuring, innovation in research and development, and brand rejuvenation [1][4] Company Strategy - Shanghai Jahwa has strategically relocated its production from OEM factories back to its own facilities in Qingpu, reflecting a broader trend in the cosmetics industry to reassess supply chain structures [5][7] - The company increased its R&D investment by 26.3% year-on-year, indicating a commitment to innovation despite overall cost control measures [8] Supply Chain Dynamics - The return of production to Qingpu is not merely a logistical move but signifies a deeper restructuring of the supply chain, focusing on cost efficiency, quality control, and risk management [5][7] - The establishment of a "factory-to-consumer" (C2M) model aims to enhance product freshness, cost optimization, and delivery efficiency, although it poses significant operational challenges [7] R&D and Innovation - Shanghai Jahwa's 35 years of R&D experience and over 400 patents highlight the importance of long-term investment in research as a competitive advantage [8] - The company is focusing on leveraging traditional Chinese medicine in its product development, collaborating with research institutions to modernize and scientifically validate its offerings [8][11] Market Positioning - The rise of domestic brands is not just about market share but involves a systemic reconstruction of technology, cultural confidence, and industry ecology [10][12] - Successful domestic brands are transitioning from "Chinese elements" to "Chinese values," integrating traditional culture with modern consumer needs [11] Industry Collaboration - The Qingpu industrial cluster exemplifies the importance of collaborative innovation, where the efficiency of various industry segments determines overall competitiveness [11][12] - Shanghai Jahwa's willingness to share testing facilities with peers reflects a recognition of the need for collective industry standards to enhance competitiveness on a global scale [11]

Core Viewpoint - Goldman Sachs is optimistic about the growth of local Chinese beauty brands during the upcoming Double 11 shopping festival, predicting that brands like Shanghai Jahwa and Mao Geping will lead the high-growth tier [2]. Group 1: GMV Targets and Growth Expectations - Tmall/Taobao aims for a total GMV growth of 20%-25% (approximately 600 billion), with the beauty category expected to grow around 20% [2]. - Douyin is projected to achieve over 40% GMV growth across the platform, with the beauty category exceeding 30%, making it a key growth driver [3]. - Tmall's promotional efforts are more aggressive than previous events, while Douyin continues to attract brand investments through content e-commerce and live streaming advantages [3]. Group 2: Promotional Period Extensions - The promotional period for Double 11 has been extended significantly this year, with Douyin extending by 22 days, starting pre-sales on September 16 [4]. - JD.com has extended its promotional period by 8 days, while Tmall has added 2 days, with pre-sales starting on October 15 [5]. Group 3: Brand Performance Insights - Local leading brands are expected to outperform the industry, with high-growth brands like Mao Geping (40%-50%) and Shanghai Jahwa showing strong potential [6]. - Multinational high-end brands like Lancôme and Estée Lauder are expected to grow between 10%-30%, while mass-market brands face pressure with growth below 10% [7]. Group 4: KOL Trends and Strategies - The trend is shifting towards mid-tier KOLs, with Douyin directing traffic towards them, resulting in reduced commission rates for brands [8]. - Both local and multinational brands are adopting a dual strategy of collaborating with both top-tier and mid-tier KOLs to enhance reach and conversion efficiency [8]. Group 5: Industry Dynamics and Consumer Experience - The Double 11 event is seen as an accelerator for industry differentiation, with local brands gaining market share through live streaming and product innovation [8]. - Consumers will benefit from a longer promotional period, lower prices, and simplified rules, while investors should focus on high-growth local leaders and established multinational brands [8].

Core Viewpoint - The Shanghai municipal government has approved measures to promote the high-quality development of the cosmetics industry, positioning it as one of the six key industries for development in the city, aiming to enhance the global competitiveness of "Shanghai-made" cosmetics [1][2]. Group 1: Policy Measures and Industry Impact - The newly introduced measures address critical gaps in the domestic cosmetics industry, with local brands holding 22 out of the top 50 but only capturing 39.98% of total retail sales [2]. - The measures emphasize multi-dimensional development paths, including market opportunity capture, product variety enhancement, quality improvement, and brand creation [2]. - The focus on technological empowerment and innovation aims to integrate traditional and modern cultural elements into "national trend products" [2][3]. Group 2: Local Company Initiatives - Shanghai Jahwa United Co., Ltd. is leveraging the new policies to enhance its brand "Herborist," which has successfully entered international markets, including flagship stores in Europe [2]. - On the other hand, Shanghai-based company Shiseido's Smart Manufacturing initiative is set to launch a smart factory with an investment of 300 million yuan, featuring AI-driven production capabilities [3]. Group 3: Industry Cluster Advantages - The "Oriental Beauty Valley" in Fengxian District hosts over one-third of Shanghai's cosmetics companies, contributing to a nearly 100 billion yuan industry scale and serving as the largest cosmetics import-export port in China [4]. - The Fengxian Customs has implemented measures to enhance efficiency in customs processes, with cosmetics import-export value reaching 905 million yuan in the first half of the year, a 7.18% increase year-on-year [4]. - The industry benefits from a combination of cluster advantages, innovation in research and development, and access to international resources, which are essential for enhancing global brand influence [4].

Group 1: 崇达技术 (Chongda Technology) - The company is implementing measures to improve profitability, including focusing on high-value customers, optimizing sales structure, and enhancing cost management [1] - The company has a production capacity utilization rate of 85% and is expanding capacity with new plants in Zhuhai and Thailand [1] - The subsidiary San De Guan is expected to reduce losses by 14.03 million yuan in 2024 and achieve profitability in the second half of 2025 [1] Group 2: 上海家化 (Shanghai Jahwa) - The company plans to increase brand and R&D investment in the second half of the year, focusing on integrating traditional Chinese medicine with modern technology [2] - The second quarter saw an improvement in gross margin due to product structure upgrades and increased online sales [2] - The company is enhancing its e-commerce operations and has completed the foundational work for self-broadcasting on Douyin [2] Group 3: 广东宏大 (Guangdong Hongda) - The company achieved a revenue of 5 billion yuan in the first half of 2025, a year-on-year increase of 83% [3] - The mining service segment's gross margin has declined due to new projects being in the investment phase and increased competition [3] - The defense equipment segment is expected to improve performance, focusing on high-end intelligent weapon systems [3] Group 4: 新益昌 (Xinyi Chang) - The company is positioned to benefit from the growing Mini LED industry as major manufacturers accelerate their investments [4] - The company has developed its own robotic technology and plans to launch new robotic products by the end of the year [4] - The Mini LED and semiconductor sectors are anticipated to be significant growth drivers for the company [4]