Core Insights - The ninth DMAA International Digital Marketing Awards and Performance Growth Forum was successfully held in Shanghai, focusing on the theme of "performance growth" and serving as a significant brand showcase and industry gathering [1][3] - The forum aimed to bring together industry professionals to discuss the rapid changes in the marketing landscape and the importance of continuous learning [5][6] - The event featured two roundtable discussions addressing key industry challenges, emphasizing the necessity of "brand effectiveness" as a core issue for all brands [7][12] Group 1: Event Overview - The forum was organized to reconnect industry professionals after the DMAA awards relocated to Guangzhou, highlighting the deep-rooted connection between DMAA and Shanghai [3][5] - The event was designed as a multi-dimensional platform for exchanging ideas, helping practitioners navigate the evolving marketing landscape [6] Group 2: Roundtable Discussions - The first roundtable focused on "breaking boundaries in performance and effectiveness," with experts discussing the challenges brands face in aligning product development with market trends [9][10] - Six God brand director shared insights on product innovation and marketing strategies that successfully engaged younger consumers, emphasizing the importance of maintaining brand identity while adapting to market demands [9][10] - The second roundtable addressed the "mental compounding curve of brand building," stressing the need for brands to break out of information silos and create quality content to engage diverse audiences [12][14] Group 3: Awards and Future Directions - The DMAA International Digital Marketing Awards aims to recognize outstanding cases that achieve a balance between brand value and business growth, with a focus on innovative marketing practices [7][15] - The awards will continue to emphasize "value growth" as a core theme, exploring new marketing scenarios and sustainable brand asset development [17][20] - The event concluded with an invitation for brands and agencies to submit their best marketing cases for the 2025 awards, aiming to define new heights in digital marketing [20]

Investment Rating - The report maintains a "Positive" outlook on the hair care industry, highlighting its significant market potential and opportunities for differentiation [3][6]. Core Insights - The hair care industry is the second largest segment in the cosmetics market, following skincare, with substantial potential for domestic brand replacement. The demand for hair care products is evolving towards more personalized and segmented offerings, driven by consumers' increasing pursuit of quality in their daily lives [5][6]. - The market for hair care products in China is expected to grow steadily, with sales reaching 55.9 billion yuan in 2023, reflecting a year-on-year increase of 13.4%. Projections indicate that the market could exceed 70 billion yuan by 2026 [5][6]. - Domestic brands are well-positioned to capture market share due to their understanding of local consumer needs, especially in a market where international brands dominate but face challenges in adapting to rapid changes in consumer preferences [7][8]. Summary by Sections 1. Hair Care Market Overview - The hair care segment is characterized by a wide range of products, including cleansing and conditioning items, and is crucial in consumers' daily routines. The market is experiencing a shift towards more specialized and effective products [16][18]. - The competitive landscape is shifting, with domestic brands gaining traction as international leaders struggle to keep pace with evolving consumer demands [22][27]. 2. Hair Care Product Trends - The demand for functional and gentle hair care products is on the rise, with consumers increasingly seeking solutions for specific issues such as hair loss and scalp health. The market is seeing a trend towards herbal ingredients that appeal to health-conscious consumers [55][67]. - The hair care market is projected to maintain stable growth, with a market size of 55.9 billion yuan in 2023 and an expected increase to over 70 billion yuan by 2026 [63][67]. 3. Facial Cleansing Market Dynamics - The facial cleansing market is also experiencing steady growth, with a market size of 49.8 billion yuan in 2023, projected to reach 52.5 billion yuan by 2026. Multi-functional products that combine cleansing with other benefits are gaining popularity [5][6]. 4. Body Care Market Insights - The body care segment is witnessing a revival, with consumers increasingly valuing emotional well-being and seasonal product differentiation. The market is expected to reach 23.4 billion yuan by 2024, with a focus on efficacy and fragrance [5][6]. 5. Competitive Landscape and Opportunities - Numerous domestic beauty companies are expanding their product lines and adopting multi-brand strategies to capture market share in the hair care sector. Key players include Lafang, Shangmei, Shanghai Jahwa, and Proya, each with distinct strategies to enhance brand recognition and market presence [6][7][8].

Core Viewpoint - Shanghai Jahwa is undergoing significant reforms under the leadership of Chairman Lin Xiaohai, who has been in position for one year, aiming to address historical challenges and improve operational efficiency while facing increased competition in the domestic beauty market [2][3][10]. Company Summary - Shanghai Jahwa reported its first annual loss since going public, including over 600 million yuan in goodwill impairment losses, which Lin Xiaohai described as shedding a "burden" [2]. - The company has identified several historical issues, including low employee efficiency, weak online channels, and an overly extensive offline presence [3]. - Lin Xiaohai has implemented a focused strategy, concentrating resources on core brands like Liushen and Yuze, while reducing support for smaller brands [5]. - The company has seen double-digit growth in online channels during the "618" shopping festival, with offline inventory turnover days reduced from over 300 to approximately 90 [3][5]. - Shanghai Jahwa's offline revenue still accounts for over 50% of total revenue, significantly higher than competitors, but the company plans to streamline its offline operations by focusing on core products and reducing long-tail offerings [6]. Industry Summary - The domestic beauty market is experiencing a surge in new entrants, with many local brands going public, increasing competitive pressure on established players like Shanghai Jahwa [10]. - Lin Xiaohai emphasized the need for product innovation over raw material innovation, indicating a shift in focus towards developing new products that meet market demands [10]. - The baby and child product segment is identified as a rapidly growing market, with a shift towards online sales channels for these products [11].