Core Insights - The domestic beauty market in China is experiencing diverse and robust growth, with a focus on niche segments driven by consumer demand for personalization and refinement [1][2] - The facial cleansing segment is projected to exceed 150 billion yuan by 2026, with specific market sizes for facial cleansing, hair care, and body cleansing expected to reach 52.5 billion yuan, 70.3 billion yuan, and 33.3 billion yuan respectively [1] - Despite the large market potential, foreign brands dominate the top-selling products on major e-commerce platforms, indicating significant growth opportunities for domestic brands [1] Market Dynamics - The historical development of the facial cleansing segment was limited by low average transaction values and thin profit margins, but recent consumer upgrades and market changes are bringing this category to the forefront [2] - The demand for makeup removal products has evolved from basic cleansing to a comprehensive consideration of efficacy, experience, and brand, with a focus on "deep cleansing" and "gentle on the skin" [5] Product Development - The brand "Hongzhi" launched its first cleansing product, "Xiao Qin Jing" cleansing milk, in 2020, featuring 30% amino acid surfactants, which has become a best-seller across major e-commerce platforms [5][6] - Hongzhi has built a comprehensive product matrix covering makeup removal, facial cleansing, and hair care, with its olive enzyme makeup remover achieving cumulative sales of over 27 million units [5] Brand Strategy - Successful brands in the beauty industry, both international and domestic, rely on classic products as a core engine for sustained growth, as evidenced by long-standing bestsellers from brands like Estée Lauder and Perfect Diary [6] - Hongzhi's focus on classic products, such as "Xiao Qin Jing" cleansing milk and "Bu Jiu Jie" 2.0 makeup remover oil, has supported revenue growth and established a brand identity centered on "scientific cleansing" [6] Emerging Trends - Beyond the cleansing segment, other areas such as anti-aging, whitening, and repair in functional skincare, as well as various categories in color cosmetics, are witnessing the emergence of new brands and products [7] - Domestic brands are innovating by addressing unmet consumer needs with new product concepts and technologies, particularly in the anti-aging and color cosmetics sectors [7] - The value of classic products extends beyond immediate sales, serving as a key communication tool between brands and consumers, helping to build trust and create differentiation in a competitive market [7]

Core Viewpoint - The article discusses the significant changes in the management structure of Proya Cosmetics, highlighting the shift towards innovation, digitalization, and internationalization strategies under the new leadership of Hou Yameng, who took over as General Manager in September 2024 [1][4][6]. Management Changes - In the past nine months, Proya has experienced frequent changes in its senior management team, with the departure of key figures and the introduction of new executives focused on research and digital strategies [3][4]. - The company has seen the exit of veteran leaders, including co-founder Fang Youyou and former Vice General Manager Wang Li, while bringing in new talent such as Wang Yifeng, Sun Peiwen, and Hu Ningbo [4][15][16]. Strategic Focus - Proya's recent appointments are closely aligned with its strategic goals of enhancing research innovation, internationalization, and digital transformation, supporting its ambition to rank among the top ten global cosmetics companies in the next decade [4][14]. - The company has upgraded its talent requirements from "execution and professionalism" to "learning ability, collaboration, and self-drive," aiming to attract cross-industry talents with backgrounds in internet and fast-moving consumer goods [5]. Digital Transformation - Hu Ningbo, the newly appointed Chief Digital Officer, has established a digital value assessment system focused on ROI to ensure that technological investments translate into measurable business growth [11][19]. - The company is implementing a "brand innovation development" model to enhance long-term brand growth by integrating market demand, research, product development, and marketing [20]. Organizational Structure - Proya has undergone multiple organizational structure adjustments since its listing, with the latest changes reflecting a shift towards a brand-driven approach, emphasizing research, branding, supply chain, and digitalization as core components [21][24]. - The company has seen significant revenue growth, with reported revenues of 6.385 billion yuan and 8.9 billion yuan in 2022 and 2023, respectively, marking year-on-year increases of 37.8% and 39.5% [25][26]. Marketing Strategy - The shift from a marketing-driven to a brand-driven strategy is a key focus for Proya, as indicated by the recent appointment of Wang Yifeng, who will lead efforts to enhance product development and brand growth [27].