近几年，美妆行业正在经历一轮明显的重心变化。 随着产品功效与成分信息逐渐透明，消费者的关注点不再只停留在单一功能或概念更新上，而 是开始延伸至使用场景、精神体验以及品牌所代表的价值取向。护肤随之从"解决单一问题"的 逻辑，升级为与生活方式、个人状态更紧密相连的表达。品牌所面对的问题，也从肌肤需求解 决方案，扩展为对人本身的理解与回应。 在这一语境中，可丽金为2 0 2 6年确立了 "热爱" 这一年度主题。这个选择试图回应当代女性在 多维度身份及生活状态——在不断切换的角色与节奏中，如何回到自身感受，持续探索那些无 法被简单衡量的部分，并在专注与行动中刷新自我定义，让肌肤保持饱满的同时，也让精神维 持饱满与向上，从而逐渐形成稳定而有生长力的生命状态。 围绕这一主题，可丽金于2月2 8日官宣与金靖的代言合作，并同步推出全新主题TVC。 对品牌而言，这是对过往"悦己"表达的自然延续与进一步探索：从关注个体感受出发，持续拓 展护肤与生活、肌肤与精神之间的连接方式。通过人物、内容与产品的协同呈现， 可丽金在 原有基础上完成了一次语义层面的升级，将对自我关照的讨论，延展为关于"热爱自我"生活方 式的长期表达。 2 0 2 ...

Investment Rating - The report initiates coverage with an OUTPERFORM rating for Giant Biogene, with a target price of HK$43.60, indicating a potential upside of 22.0% from the current price of HK$35.74 [1][2][7]. Core Insights - The report expresses a long-term positive outlook on the recombinant collagen sector, highlighting its advantages in safety, efficacy, and sustainability, which are seen as fundamental drivers for industry growth [4][34]. - Giant Biogene has established itself as a leader in the recombinant collagen market, with a strategic shift towards brand development in 2026 [9][30]. Financial Summary - Revenue projections for 2025, 2026, and 2027 are estimated at RMB 54.9 billion, RMB 59.9 billion, and RMB 66.9 billion, respectively, with expected growth rates of -0.9%, 9.1%, and 11.8% [7][32]. - Net profit forecasts for the same years are RMB 18.8 billion, RMB 20.0 billion, and RMB 22.1 billion, with growth rates of -9.0%, 6.6%, and 10.5% [7][32]. - The gross profit margin is expected to remain stable at approximately 80.5% in 2025, declining slightly to 79.2% by 2027 [7][32]. Brand and Product Strategy - Giant Biogene operates eight brands, with the core brands being Kefu Mei and Keli Jin, which contribute over 95% of the company's revenue [5][11][13]. - The company plans to launch a medical device and five skincare series in 2026, alongside a brand revamp for Keli Jin [6][30][31]. - The focus will be on expanding both online and offline channels, with plans to increase the number of physical stores and enhance partnerships with high-potential retailers [31][32]. Market Position and Challenges - The company faces short-term challenges due to discussions around the content and testing methods of recombinant collagen, which have impacted sales, particularly for the Kefu Mei brand [18][20][25]. - Despite these challenges, the company is adjusting its strategies, including enhancing online marketing and product offerings to stabilize and grow its market presence [25][29][30].

Core Viewpoint - The 2025 China Fragrance, Flavor, and Cosmetics Industry Annual Conference and Boutique Expo (2025 CAME) will be held from September 25 to 27, 2025, at the Nanjing Yangtze River International Conference Center, providing opportunities for industry leaders to engage and explore high-value business collaborations [3]. Group 1: Event Details - The event will feature the latest trends in the fragrance and cosmetics market, showcasing innovative products across the entire industry chain [3]. - Attendees will have the chance to interact with decision-makers and technical experts from leading companies in the industry [3]. - Special activities will include on-site exhibitions and opportunities to receive gifts by visiting designated booths [3]. Group 2: Gift Distribution - Various brands will distribute gifts at their respective booths during the event, with specific quantities and products listed for each brand [4][7][8][11][14][17][20][23][26][28][30][33][34][36][38][42]. - For example, Shanghai Fenghua will distribute 300 travel-sized products, while Guangzhou Marubi will offer 200 samples of their skincare products [7][8]. - The distribution will occur from September 25 to 27, with some brands having specific time slots for gift distribution [18][23][26].

Investment Rating - The report maintains a "Buy" rating for the company [4][7] Core Insights - The company achieved a revenue of 3.113 billion yuan in H1 2025, representing a year-on-year growth of 22.5%, and a net profit attributable to the parent company of 1.182 billion yuan, up 20.2% year-on-year [1] - The gross margin for H1 2025 was 81.68%, a slight decrease of 0.72 percentage points year-on-year, while the net margin was 37.99%, down 0.61 percentage points year-on-year [1] - The sales expense ratio improved by 1 percentage point year-on-year to 34.01%, while the management expense ratio increased by 0.07 percentage points to 2.65% [1] Revenue and Profit Growth - The company's brand "可复美" generated revenue of 2.54 billion yuan in H1 2025, with a year-on-year increase of 22.7% [2] - The "可丽金" brand achieved revenue of 500 million yuan, reflecting a growth of 26.9% year-on-year [2] Channel Performance - Direct sales channels contributed 2.325 billion yuan in revenue, accounting for 74.7% of total revenue, with DTC channels generating 1.816 billion yuan [3] - The company has expanded its offline presence, covering approximately 1,700 public hospitals and 3,000 private hospitals and clinics, along with over 130,000 pharmacy stores [3] Financial Forecast - The company is projected to achieve net profits of 2.505 billion yuan, 3.102 billion yuan, and 3.732 billion yuan for the years 2025, 2026, and 2027, respectively, with corresponding P/E ratios of 21, 17, and 14 [4][6]

Core Viewpoint - The article emphasizes the importance of the "self-care" concept in the skincare industry, highlighting how brands like Keli Jin are redefining anti-aging narratives by integrating cultural philosophies and emotional connections into their products and experiences [4][10][22]. Group 1: Brand Activities and Philosophy - Keli Jin's event "My 'Reorganization' Energy" in Chengdu reflects a shift towards creating a gentle space for urban dwellers, focusing on self-awareness and emotional needs through skincare [2][4]. - The brand utilizes Eastern wellness philosophies, such as "regulating energy, following trends, and maintaining harmony," to connect skincare with personal well-being [2][7]. - The event featured activities like morning exercises and DIY scent bags, which engage multiple senses and promote a holistic approach to skincare [6][8]. Group 2: Emotional Connection and Consumer Engagement - The concept of "self-care" has evolved into a crucial channel for brands to establish deeper relationships with younger consumers, who seek products that resonate with their lifestyles and emotional needs [4][10]. - Keli Jin aims to transition from a focus on product functionality to building emotional connections, making "self-care" a core element of its brand identity [4][10][12]. Group 3: Technological Integration and Product Development - Keli Jin leverages over 20 years of research in recombinant collagen technology, holding 167 patents and applications, positioning itself as a leader in this field [12][22]. - The brand's core ingredient, C5HA recombinant collagen, is scientifically formulated to enhance skin absorption and promote collagen production, addressing both efficacy and consumer trust [12][14]. - Keli Jin's product matrix includes a range of items designed for both morning and night use, catering to the growing demand for "time-specific care" and "certain efficacy" among consumers [16][18]. Group 4: Market Trends and Brand Strategy - The skincare industry is witnessing a structural shift where emotional resonance and understanding consumer needs are becoming as important as product efficacy [19][22]. - Keli Jin's dual strategy of combining "soft narrative" with "hard technology" allows it to build a brand model that is both scientifically grounded and emotionally engaging [22][30]. - The brand's approach to anti-aging is reframed from a battle against time to a gentle reorganization of one's state, aligning with modern consumer desires for self-acceptance and emotional well-being [29][30].