Core Insights - The beauty industry is witnessing a shift as leading brands are refocusing on offline channels, which are expected to become a significant growth area by 2026 [1][3] - Major companies like Marubi, Proya, and Shiseido are signaling a strategic pivot towards offline sales, indicating a collective recognition of the potential profitability in this space [1][3][4] Group 1: Market Trends - The past year has seen brands expressing concerns over high competition, expensive traffic, and declining online sales, leading to a reevaluation of growth strategies [1][2] - Data from 2023-2024 shows slight increases in offline revenues for major brands, but their overall contribution to total revenue is declining, highlighting a need for strategic investment in offline channels [3][4] Group 2: Strategic Shifts - Natural堂 has demonstrated the potential of offline channels, with average annual revenues exceeding 1.6 billion yuan over the past three years, indicating that offline can still be a vital growth area [4] - The increasing costs of online traffic and the saturation of online platforms are pushing beauty brands to reconsider their channel strategies, making offline channels a more attractive option for sustainable growth [4][5] Group 3: OTC Channel Opportunities - The OTC (Over-the-Counter) channel is emerging as a key battleground for domestic brands, with over 30% of the top 100 cosmetic brands already having products displayed in pharmacies [6][7] - Major pharmacy chains are actively seeking to expand their beauty product offerings, with plans to introduce personal care items in a significant number of their stores [6][7] Group 4: Brand Strategies - Brands are adopting targeted product strategies for different channels, with Marubi launching new products specifically for offline sales and Proya entering the OTC market with a focus on medical and cosmetic synergy [8][9] - The emphasis is on creating engaging in-store experiences and building emotional connections with consumers to enhance brand loyalty and drive sales [10][11]

Core Viewpoint - The beauty industry is experiencing a complex relationship with offline channels, as brands are increasingly returning to physical stores despite the challenges posed by online growth saturation and declining advertising efficiency [2][3]. Group 1: Offline Market Trends - As of the first three quarters of 2025, the total number of CS stores in China reached 136,000, with 38,000 new stores opened in that period. Although sales saw a 2.8% year-on-year decline, the decrease has significantly narrowed, indicating a strong recovery signal in offline beauty retail [2]. - The decline in the number of department store beauty counters has also slowed to nearly 30%, suggesting a stabilization in the offline beauty market [2]. Group 2: Marubi's Offline Strategy - Marubi's founder and CEO, Dr. Sun Huaqing, emphasized a proactive approach to offline channels, advocating for continuous investment and long-term development, encapsulated in the four key terms: faith, belief, trust, and confidence [3][14]. - In 2025, Marubi launched five major new products and conducted numerous promotional events, including a nationwide "One-Day Store Manager" tour across 24 cities, which effectively converted online interest into offline store visits [5][12]. Group 3: Product and Consumer Engagement - Marubi's strategy focuses on a value chain that combines product, emotion, and experience to encourage consumer visits and conversions in stores [5][12]. - The introduction of innovative products, such as the "Small Gold Needle Hydrating Mask" and "Big Red Shield Sunscreen," addresses specific consumer needs and enhances in-store experiences [6][9][8]. Group 4: Emotional and Experiential Marketing - Marubi's marketing campaigns, such as the collaboration with spokesperson Yang Zi for International Women's Day, aim to empower women and deepen the brand's commitment to feminist themes [10]. - The brand also partnered with contemporary artist Song Santu for the Eye Cream Festival, adding emotional and cultural depth to its products [10][11]. Group 5: Building Trust and Confidence - Marubi's approach to trust involves maintaining a collaborative relationship with distribution channels, ensuring clear product strategies and stable pricing, which fosters sustainable partnerships [18][13]. - The company's confidence stems from its strong research capabilities and understanding of market trends, positioning offline channels as essential for long-term investment [20][26]. Group 6: Research and Development Strength - Marubi's commitment to R&D is evident in its substantial patent portfolio, with 673 patent applications and 384 granted, which supports its ability to innovate and maintain a competitive edge [20][24]. - Collaborations with 33 universities and research institutions have enhanced Marubi's understanding of Chinese skin, further solidifying its market position [21][24]. Group 7: Future Outlook - In 2026, Marubi plans to refine its offline strategy by focusing on core product lines and enhancing emotional marketing, while continuing to engage consumers through salons and promotional activities [26][28]. - The brand views offline channels not merely as a supplementary strategy but as a primary focus for future growth, emphasizing the importance of sustained investment in physical retail [28].

Investment Rating - The report maintains a "Recommended" rating for the company, with a current price of 45.29 yuan [4]. Core Insights - The company achieved a revenue of 1.769 billion yuan in H1 2025, representing a year-on-year growth of 30.83%. The net profit attributable to shareholders was 186 million yuan, up 5.21% year-on-year [1]. - The skincare segment led revenue growth with 693 million yuan, followed by other beauty categories [1]. - The company continues to deepen its focus on key products, achieving significant technological breakthroughs, including the launch of a new collagen mask that topped sales rankings [3]. - The PL brand also saw growth driven by enhanced product offerings and effective online marketing strategies [3]. Financial Performance - In H1 2025, the gross margin was 74.6%, with a slight decrease of 0.07 percentage points year-on-year. The net profit margin was 10.5%, down 2.56 percentage points year-on-year [2]. - The company plans to distribute a cash dividend of 2.50 yuan per 10 shares, totaling 100 million yuan, which accounts for 53.97% of the net profit for the first half of the year [1]. - Revenue projections for 2025-2027 indicate a steady growth trajectory, with net profits expected to reach 440 million yuan in 2025, 580 million yuan in 2026, and 739 million yuan in 2027 [5][7]. Product and Market Strategy - The main brand, Marubi, focuses on key products and strong brand momentum, while the PL brand is developing a second growth curve in the foundation segment [4]. - The company has launched several new products and marketing campaigns that have significantly increased engagement and sales, particularly through online platforms [3]. Future Outlook - The company is expected to maintain a robust growth rate, with projected net profit growth rates of 27.6% in 2025, 31.8% in 2026, and 27.3% in 2027 [4]. - The current price-to-earnings (PE) ratios for 2025-2027 are projected at 42x, 32x, and 25x respectively, indicating a favorable valuation trend [5][7].