2 0 2 5年，美妆行业对线下的态度是复杂的。 一方面，线上流量红利见顶、投放效率持续下滑，"回归线下"成为共识。 《FBe a u t y未来迹》数据显示，截至2 0 2 5年前三季度，全国CS门店总量已达1 3 . 6万家，仅前 三季度就新开店3 . 8万家，销售总额虽然仍有2 . 8%的同比下滑，但降幅已显著收窄；此外，百 货 美 妆 专 柜 数 量 下 滑 比 例 也 收 窄 了 接 近 3 0% ， 总 体 而 言 ， 美 妆 线 下 场 景 展 现 出 强 烈 的 回 暖 信 号。一部分从线上起家的新锐品牌甚至把线下视作"纯增量"，凭借热度做得风生水起。 但 无 法 否 认 的 是 ， 大 多 数 品 牌 的 线 下 策 略 也 随 环 境 有 了 较 大 变 化 ， 一 定 程 度 上 带 有 防 御 意 味 ——更短的周期、更轻的投入、更快的回报预期。线下被普遍视为一个" 切不能丢、但也不敢 重投 "的渠道。 在这样的背景下，丸美创始人兼CEO孙怀庆博士的选择显得并不保守。2 0 2 6年度经销商大会 上，他一下抛出四个对于线下渠道的表态：" 信仰、信念、信任、信心 "——持续加码、系统 投 ...

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].

Summary of the Conference Call for Perfect Diary (完美生物技术股份有限公司) Company Overview - The conference call discusses the financial performance and strategic initiatives of Perfect Diary, a leading player in the beauty and skincare industry, particularly focusing on its transformation and growth in the market. Key Financial Performance - **Q1 2025 Revenue**: 847 million yuan, a year-on-year increase of 28%, marking nine consecutive quarters of revenue and profit growth [2][4] - **2024 Revenue**: 2.97 billion yuan, a year-on-year increase of 33.44%, with main business revenue accounting for 99.94% [4] - **Gross Margin**: 2024 gross margin at 73.7%, up 3.01 percentage points year-on-year; Q1 2025 gross margin at 76.05%, up 1.45 percentage points year-on-year [2][5] - **Net Profit**: 2024 net profit attributable to shareholders at 342 million yuan, up 31.69% year-on-year; Q1 2025 net profit at 135 million yuan, up 22.07% year-on-year [2][5] Brand Performance - **Perfect Brand Revenue**: 2 billion yuan in 2024, accounting for 69% of total revenue, with eye products contributing 33% [6] - **PL Brand Revenue**: 900 million yuan in 2024, accounting for 30% of total revenue, with foundation products achieving over 100 million yuan in GMV [6] - **Online vs. Offline Growth**: Online channel revenue grew by 36% while offline grew by 21%, indicating a stronger performance in online sales [6] Research and Development - **R&D Investment**: 73.5 million yuan in 2024, an 18% increase year-on-year; a total of 596 patents applied, with 319 granted [8] - **Industry Leadership**: The company leads in R&D and patent reserves, having published 53 papers and participated in 82 standard-setting initiatives [8] Marketing and Brand Strategy - **Marketing Shift**: Transitioned from "eye care expert" to "focusing on reducing fine lines," emphasizing user connection and brand value [4][11] - **Product Strategy**: Focus on big product strategies, with significant upgrades to key products like the small red pen eye cream [12][16] - **Social Media Marketing**: Achieved significant engagement through short videos, with 1.2 billion views and high new customer conversion rates [19][25] Sustainability and Corporate Governance - **Sustainability Initiatives**: Selected as a green factory in Guangdong, with multiple products achieving carbon neutrality certifications [10] - **Dividend Policy**: Consistent dividends since 2019, totaling 900 million yuan, reflecting a commitment to shareholder returns [9] Future Outlook - **Growth Strategy**: Plans to enhance technology innovation and operational efficiency, aiming to solidify its position as a leading company in the industry [14][51] - **Product Expansion**: Introduction of new products like the collagen small gold needle and the whitening essence, with sales targets set for significant growth [52] Challenges and Responses - **Market Competition**: Acknowledgment of fierce competition in the sunscreen market, with a focus on anti-aging products [55] - **Channel Strategy**: Addressing challenges in offline sales by enhancing customer experience and maintaining a robust online presence [27][46] Conclusion - Perfect Diary demonstrates strong financial performance, innovative marketing strategies, and a commitment to sustainability, positioning itself for continued growth in the competitive beauty industry. The company is focused on leveraging technology and enhancing customer engagement to drive future success.