证券研究报告 | 2026年03月05日 商贸零售行业 3 月投资策略 优于大市 美护龙头积极布局 3·8 大促，金价高位分化行业需求 美妆龙头积极布局 3·8 大促，新品驱动业绩增长：本周行业进入三八大促 周期，本次大促较往年提前，有望在原先的 Q1 淡季基数上带来较为积极的 高频数据表现，从而支撑行情弹性。同时主要美妆品牌近期品宣活动以及新 品发布较为密集，医美也频繁有新证落地，预计带来持续基本面催化。一方 面，部分传统美护龙头节前股价已有所反应，但整体仍处于历史较低位置， 在今年的新产品/新品牌/外延等催化下，有望驱动股价实现底部反弹。领域 方面，个护家清保健品线上渗透率仍有较大提升空间，平台当前也较为扶持， 头部品牌势能仍处于破圈过程中。 国际局势突变预计进一步刺激金价，龙头品牌不改长期成长逻辑：今年以来， 金价出现较大幅度波动，COMEX 黄金开年至 3 月 2 日涨幅为 22.34%，虽然 1 月底曾有较大幅度回调，但近期随着伊朗局势的变化，进一步刺激金价抬升 至接近年内高点。当前金价波动对板块存在短期消费者情绪影响，春节期间 在较高基数下，部分品牌销售有所承压。但在当前行业增长逻辑转向依赖品 牌 ...

Investment Rating - The report maintains a "Buy" rating for Proya (603605.SH) with a current price of 75.51 CNY [3]. Core Insights - Proya launched a new product, the Ruby Microbead Essence, priced at 299 CNY for 30ml, targeting a broad customer base with its unique formulation [9]. - The company is actively expanding its product matrix across multiple brands, including skincare, makeup, and hair care, which is expected to enhance growth potential [9]. - Proya's revenue projections for 2025-2027 are 109.94 billion CNY, 126.65 billion CNY, and 139.95 billion CNY, with respective growth rates of 2.0%, 15.2%, and 10.5% [9]. Financial Forecasts - Revenue (in million CNY) is projected to be 10,778 for 2024, 10,994 for 2025, 12,665 for 2026, and 13,995 for 2027, with growth rates of 21.0%, 2.0%, 15.2%, and 10.5% respectively [2]. - Net profit attributable to shareholders (in million CNY) is expected to be 1,552 for 2024, 1,592 for 2025, 1,859 for 2026, and 2,063 for 2027, with growth rates of 30.0%, 2.5%, 16.8%, and 11.0% respectively [2]. - Earnings per share (CNY) are forecasted to be 3.92 for 2024, 4.02 for 2025, 4.69 for 2026, and 5.21 for 2027 [2]. Product Development and Strategy - Proya is focusing on new product launches to cater to diverse consumer needs, including the MED series for specific skin repair scenarios and a new men's skincare line [9]. - The company is also implementing a share buyback plan to demonstrate confidence in its future growth, with a total buyback amounting to 0.8-1.5 billion CNY [9].

Investment Rating - The report maintains a "Buy" rating for Proya, indicating a positive outlook for the company's stock performance relative to the benchmark index [3][12]. Core Insights - Proya launched a new product, the Ruby Microbead Essence, priced at 299 RMB for 30ml, targeting a broad customer base with its unique formulation [9]. - The company is actively expanding its product matrix across multiple brands, including skincare, makeup, and hair care, which is expected to enhance growth potential [9]. - Proya's revenue projections for 2025-2027 are 10.994 billion, 12.665 billion, and 13.995 billion RMB, with corresponding net profits of 1.592 billion, 1.859 billion, and 2.063 billion RMB, reflecting growth rates of 2.0%, 15.2%, and 10.5% respectively [2][10]. Financial Forecasts - Revenue and profit forecasts for Proya are as follows: - 2024A: Revenue of 10,778 million RMB, net profit of 1,552 million RMB - 2025E: Revenue of 10,994 million RMB, net profit of 1,592 million RMB - 2026E: Revenue of 12,665 million RMB, net profit of 1,859 million RMB - 2027E: Revenue of 13,995 million RMB, net profit of 2,063 million RMB [2][10]. - Earnings per share (EPS) are projected to be 3.92, 4.02, 4.69, and 5.21 RMB for the years 2024A to 2027E, respectively [2][10]. Market Position and Strategy - Proya's multi-brand strategy is designed to capture a wider consumer base and enhance market presence, with a focus on new product launches and brand collaborations [9]. - The company has initiated a share buyback program, reflecting confidence in its future growth and plans for employee stock ownership [9].

Investment Rating - The industry maintains a "Recommended" rating, with a focus on service consumption, beauty care, IP derivatives, and gold jewelry as new consumption sectors [6][30]. Core Insights - The total retail sales of social consumer goods in 2025 reached 50.12 trillion yuan, a year-on-year increase of 3.69%. In December, the retail sales totaled 4.51 trillion yuan, growing by 0.9% year-on-year, which was below the consensus expectation of 1.5% [3][24]. - The report highlights significant growth in specific retail categories, with home appliance retail sales increasing by 11%, and retail sales of communication equipment, cultural and office supplies, and furniture growing by 20.9%, 17.3%, and 14.6% respectively [3][24]. - The beauty care sector is seeing innovation, with Proya launching a new PROYA MED series aimed at specific skin repair needs, and Langzi Co. forecasting a net profit of 2.2 to 2.9 billion yuan for 2025, marking a year-on-year growth of 1.09% to 33.25% [27][28]. Summary by Sections Market Performance - From January 19 to January 23, 2026, the trade retail, social services, and beauty care sectors increased by 2.16%, 3.20%, and 1.98% respectively, ranking 16th, 12th, and 17th among 31 primary industries [15][20]. Key Industry Data and News - The report notes that the retail sales of consumer goods in 2025 were driven by the replacement of old appliances, with significant growth in various categories. The retail sales of cosmetics grew by 5.1%, while gold and jewelry retail sales increased by 12.8% [24]. - Notable company activities include Bubble Mart's share repurchase of approximately 3.5 billion Hong Kong dollars and the expected profitability turnaround for Guilin Tourism, projecting a net profit of 11 million yuan in 2025 [4][28]. Investment Recommendations - The report emphasizes a focus on service consumption and highlights specific companies such as Ruoyuchen, Maogeping, Shangmei Co., Bubble Mart, Chaohongji, and Laopu Gold as key investment targets [6][30].