Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-aging" as key marketing slogans to address consumer anxieties about aging [2]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, with specific product claims such as "scientific anti-aging" and "visible youth in 4 weeks" [9][12]. - Despite these claims, some brands' customer service representatives have stated that their products do not have anti-aging effects, highlighting a contradiction in marketing versus product classification [10][13]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an approved claim under the 26 categories of cosmetic efficacy, making such claims a regulatory risk [2][15]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing concern over compliance in the industry [4][17]. - The current regulatory framework requires that any claims made must be supported by scientific evidence, which many brands fail to provide, leading to potential accusations of false advertising [15][16]. Group 3: Market Dynamics - Despite previous penalties, many brands continue to push the boundaries of regulatory compliance, suggesting that the cost of non-compliance is perceived as low compared to the potential sales benefits of appealing to consumer desires for anti-aging products [18]. - The strong consumer demand for anti-aging products drives brands to prioritize short-term profits over long-term regulatory compliance, creating a challenging environment for maintaining ethical marketing practices [18][19].

Core Viewpoint - The article discusses the aggressive marketing strategies of beauty brands during the Double Eleven shopping festival, particularly focusing on the controversial use of "anti-aging" claims that are not officially recognized by regulatory authorities [5][6][9]. Group 1: Marketing Strategies - Beauty brands are heavily promoting "anti-aging" and "anti-initial aging" as key selling points during the Double Eleven sales event, aiming to capture consumer attention and spending [6][12]. - Brands like Proya and Pechoin are using bold claims in their marketing, such as "scientific anti-initial aging" and "significantly anti-aging, looking 10 years younger" [14][25]. - Despite regulatory warnings, many brands continue to push the boundaries of compliance, with some even providing contradictory information regarding their products' capabilities [18][20]. Group 2: Regulatory Environment - The National Medical Products Administration has not recognized "anti-aging" as a valid claim under the 26 categories of cosmetic efficacy, making such marketing a risky venture [8][30]. - Several brands have faced administrative penalties for misleading claims, indicating a growing scrutiny of cosmetic advertising practices [10][32]. - The current regulatory framework categorizes cosmetics into special and ordinary types, with "anti-aging" claims falling outside the recognized efficacy categories, leading to potential legal repercussions for brands [28][29]. Group 3: Consumer Demand and Brand Behavior - There is a strong consumer demand for "anti-aging" products, which drives brands to prioritize short-term sales over compliance with regulations [33]. - The perceived low cost of regulatory violations encourages brands to take risks, as the potential profits from appealing marketing often outweigh the penalties [34]. - The article suggests that a healthy market should prioritize consumer trust and ethical marketing practices, rather than exploiting consumer anxieties for profit [36].

Core Viewpoint - The competition in the beauty and skincare sector during this year's Double Eleven shopping festival is intense, with brands aggressively promoting anti-aging claims despite regulatory risks [1][2][3]. Group 1: Marketing Strategies - Many beauty brands are using phrases like "anti-aging" and "anti-aging" to directly address consumer anxieties, making these terms central to their marketing campaigns [2][3]. - Brands like Proya and others are heavily promoting their products as capable of delivering anti-aging benefits, with specific claims about visible results within a short timeframe [8][11]. - New brands, such as Guyu, are also launching dedicated "anti-aging" live streams, emphasizing these claims during promotions [16]. Group 2: Regulatory Compliance - The National Medical Products Administration has not recognized "anti-aging" as an official claim category, which places brands in a precarious position regarding compliance [2][20]. - Several brands have faced administrative penalties for making unverified claims about their products' anti-aging effects, indicating a growing scrutiny from regulators [4][25]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk in pursuit of higher sales [5][26]. Group 3: Consumer Demand and Market Dynamics - There is a strong consumer demand for anti-aging products, which drives brands to use more appealing terms like "anti-aging" over compliant terms like "anti-wrinkle" [26]. - The perceived low cost of regulatory violations compared to the potential sales gains encourages brands to take risks with their marketing claims [26][27]. - The article suggests that a healthy market relies on brands respecting consumer trust and regulatory boundaries, rather than exploiting them for short-term gains [27][28].

Core Viewpoint - The article discusses the intense competition in the beauty and skincare sector during the Double Eleven shopping festival, highlighting the aggressive marketing strategies employed by brands, particularly the use of "anti-aging" claims that skirt regulatory boundaries [1][2][4]. Group 1: Marketing Strategies - Many beauty brands are using "anti-aging" and "anti-initial aging" as key marketing slogans to attract consumers, emphasizing the emotional appeal of retaining youth [2][8]. - Brands like Proya and Pechoin are prominently featuring "anti-aging" in their promotional materials, despite the lack of regulatory approval for such claims [8][12][16]. - New brands, such as Guyu, are also engaging in similar marketing tactics, creating dedicated live streams to promote their "anti-aging" products [19][21]. Group 2: Regulatory Concerns - The National Medical Products Administration has not recognized "anti-aging" as a valid claim within the 26 categories of cosmetic efficacy, making such marketing potentially non-compliant [3][25]. - Several brands have faced administrative penalties for making unapproved efficacy claims, indicating a growing scrutiny from regulatory bodies [5][29]. - Despite previous penalties, many brands continue to push the boundaries of compliance, suggesting a calculated risk approach to marketing [30][31]. Group 3: Consumer Demand and Brand Behavior - The strong consumer demand for "anti-aging" products drives brands to prioritize short-term sales over regulatory compliance, viewing the risks as manageable [30]. - The article suggests that the true boundary lies in the respect brands have for consumers, emphasizing the importance of ethical marketing practices [31][32].

Summary of Conference Call on Cosmetics Industry and E-commerce Trends Industry Overview - The conference focuses on the cosmetics industry, particularly the performance of live-streaming sales during major shopping events like "618" and "Double Eleven" [1][2][3]. Key Insights and Arguments - **Sales Growth Projections**: - The sales for the "618" event are expected to reach between 70 to 80 billion yuan in 2025, while "Double Eleven" sales are projected to decline slightly from 150 billion yuan in 2023 to around 120 billion yuan in 2024 [1][2]. - **Core Product Categories**: - Beauty products continue to dominate live-stream sales, contributing 55% to 60% of total sales, although their share has decreased from nearly 70% in 2021. Other categories like home textiles and apparel are gaining traction, indicating a diversification trend [1][2][3]. - **Market Share of Domestic vs. International Brands**: - The market share of domestic brands in the beauty sector has been increasing, while international brands have seen a decline. By 2025, the share of international brands is expected to drop to around 45%, marking the first time it falls below 50% [1][4]. - **Consumer Preferences**: - Younger consumers are less influenced by international brands and are more focused on emotional factors and cost-effectiveness. This shift is contributing to the rise of domestic brands [1][5]. - **Discount Strategies**: - The discount rates for international brands have stabilized around 50% from 2024 to 2025, while domestic brands are deepening their pricing strategies. The competition has led to a convergence in discount levels between domestic and international brands [1][9]. Additional Important Insights - **Impact of Live-streaming Events**: - The show "All Girls' Offer" significantly increased viewership by 25% and improved conversion rates from 4.5% to 5.5% during the "Double Eleven" event [1][16][17]. - **Diverse Product Focus for 2025**: - The emphasis for the upcoming "Double Eleven" will be on health products, with a simplification of promotional rules to enhance consumer understanding and participation [1][18][19]. - **Sales Goals**: - The overall growth target for live-streaming sales is set at 6% to 8%, with the beauty category aiming for approximately 7% growth [1][23]. - **Emerging Trends in Ingredients**: - New ingredients like PDRN (salmon extract) are gaining attention, although they have not yet reached a phenomenon level in sales [1][21]. - **Selection Criteria for New Products**: - The selection logic for promoting new brands or products in live-streaming focuses on sales data, historical performance, and consumer feedback, with product quality being the primary consideration [1][22]. This summary encapsulates the essential points discussed in the conference call regarding the cosmetics industry and the evolving landscape of e-commerce, particularly through live-streaming platforms.