Core Viewpoint - The beauty industry is experiencing a shift where consumers are becoming more rational and focused on product efficacy rather than marketing hype, leading to a demand for stability and quality in purchasing decisions [1][5][6]. Group 1: Market Trends - The beauty market is characterized by fluctuating trends, with brands struggling to maintain consistent consumer interest amid a backdrop of price wars and fleeting product popularity [1][5]. - JD Beauty has reported a "counter-cyclical" performance, achieving double-digit growth in the first half of 2025 and accelerating growth over four consecutive quarters [2][3]. Group 2: Brand Performance - High-end brands like SK-II have established a strong presence on JD Beauty, becoming the leading online channel for the brand in China, contributing approximately 60% of its sales [11][20]. - The low return rate of SK-II products on JD Beauty, averaging around 9%, indicates a higher quality of users and a more stable sales environment compared to other platforms [13][16]. Group 3: Consumer Behavior - Consumers are increasingly prioritizing product ingredients and long-term usage experiences over impulsive purchases driven by marketing [1][5][6]. - The demand for genuine products has intensified, with over 50% of consumers focusing on hydration and anti-aging benefits when purchasing skincare products [37]. Group 4: Strategic Initiatives - JD Beauty is leveraging its supply chain capabilities to enhance customer experience, such as offering same-day delivery and ensuring product authenticity through a dual-store model [37][38]. - The "Tenfold Growth Plan" initiated by JD Beauty has seen over 230 brands participating, with many achieving significant sales increases, indicating a successful collaborative approach to brand growth [33]. Group 5: Innovation and Engagement - JD Beauty is innovating in customer engagement through initiatives like "Super Star Fan Day," which fosters a collaborative environment between brands and consumers, enhancing emotional connections [40][41]. - The platform's focus on service and user experience is becoming a key differentiator in the competitive beauty market, aiming to redefine the shopping experience for consumers [38][41].