Core Viewpoint - The beauty sector during this year's Double Eleven has continued its recovery trend from earlier in the year, with both foreign and domestic brands showing stable performance, and domestic brands making significant progress [1] Group 1: Market Overview - The overall market growth is stable, with impressive performance in instant retail. The total e-commerce sales during Double Eleven in 2025 are projected to reach 16,950 billion yuan, a year-on-year increase of 14.2% [1] - Instant retail sales during Double Eleven reached 670 billion yuan, a year-on-year increase of 138.4%, indicating a growing consumer habit and potential for future expansion [1] Group 2: Beauty Sector Performance - The beauty sector outperformed the overall e-commerce market, with skincare sales reaching 991 billion yuan and makeup sales at 334 billion yuan, both showing double-digit year-on-year growth [2] - The beauty sector's growth is attributed to an extended promotional period, with significant improvements noted in October sales figures [2] Group 3: Brand Performance - Domestic brands are maintaining strong positions, with five domestic brands in the top 20 beauty rankings on Tmall for Double Eleven 2025, including Proya and Maogeping [3] - International brands are recovering, with mid-range brands like L'Oreal experiencing a decline, while brands like Drunk Elephant and Estée Lauder have shown double-digit growth [3] Group 4: Douyin Platform Insights - On Douyin, domestic brands dominate the top 10 beauty rankings, with Han Shu and Proya holding the top two positions, and several other domestic brands making significant gains [4] - The top five skincare brands on Douyin include only one foreign brand, indicating the competitive advantage of domestic brands in marketing and channel adaptation [4]

Investment Rating - The beauty and personal care industry is rated as "Recommended" [1] Core Insights - The overall market shows stable growth, with impressive performance in instant retail during the Double Eleven shopping festival, achieving a total e-commerce sales of 1,695 billion yuan, a year-on-year increase of 14.2% [2] - The beauty sector outperformed the overall e-commerce market, with skincare sales reaching 991 billion yuan and fragrance and makeup sales at 334 billion yuan, both showing double-digit growth [3] - Domestic brands are gaining strength, with notable performances from brands like Proya and Han Shu, while international luxury brands are also recovering [4][5] Summary by Sections Market Overview - The Double Eleven shopping festival saw a total e-commerce sales of 1,695 billion yuan, with a 14.2% year-on-year growth. Instant retail sales reached 67 billion yuan, marking a significant increase of 138.4% [2] Beauty Sector Performance - The beauty and skincare sales during Double Eleven reached 991 billion yuan, with fragrance and makeup sales at 334 billion yuan, both exceeding the overall market growth rate [3] Brand Analysis - On Tmall, domestic brands occupy five spots in the top 20 beauty brands, with Proya maintaining the top position. International brands like L'Oréal and Estée Lauder also showed improvements [4] - On Douyin, domestic brands hold five spots in the top 10 beauty brands, with Han Shu and Proya leading the rankings [5] Investment Recommendations - The report suggests focusing on brands with strong growth and performance certainty, such as MaoGeping and Marubi. Brands showing significant improvement include Shuiyang and Shanghai Jahwa, while companies with core technology and clear long-term trends like Juzibio are also recommended [6]

Core Insights - On August 29, during the Qixi Festival, Meituan's non-food instant retail order volume reached a record high of 27 million, driven by gift demand from the "Flash Purchase Gifts" campaign [1] - The overall gift consumption scale for Meituan's flash purchase service also hit a new peak, with flower sales breaking records and categories like digital electronics, beauty products, and jewelry seeing sales double [1] - Consumer spending per capita on categories such as home appliances and beauty products significantly increased compared to last year's Qixi Festival [1] Group 1 - The trend of gift-giving is diversifying and becoming more quality-oriented, moving from traditional gifts like flowers and chocolates to a broader range of products, leading to substantial sales growth in high-priced categories [1] - Instant retail is becoming an important growth driver for major brands and retailers, with over 500 beauty, electronics, fast-moving consumer goods, and liquor brands experiencing multiple-fold sales growth on the platform [1] - The dual increase in order volume and average transaction value indicates a robust market response to the evolving gift-giving landscape [1]

Core Insights - Meituan Flash Purchase reported a 50% increase in order volume compared to the same period last year on Qixi Festival, indicating a significant rise in gifting consumption [1] - The trend of "Flash Purchase Gifting Everything" reflects a diversification and quality-oriented approach in consumer preferences, leading to record sales in various categories [1] - Notable sales growth was observed in flowers, digital products, beauty and skincare, and jewelry, with average spending in categories like 3C appliances and beauty significantly higher than last year [1] Industry Impact - Over 500 brands and retailers, including Huawei, Sephora, Watsons, and All Cotton Era, experienced a doubling in sales on Meituan Flash Purchase due to the surge in gifting demand on Qixi Festival [1]

Investment Dynamics - SoftBank has signed a final securities purchase agreement to invest $2 billion in Intel, making SoftBank the fifth-largest shareholder of Intel, with a share price of $23 per share [3] - Cereal Partners Worldwide (CPW), a joint venture between Nestlé and General Mills, plans to sell two factories in France and the UK, with Ecco Group considering the acquisition, as CPW shifts focus to organic, high-protein, and gluten-free products [5] - a2 Milk Company announced the acquisition of Yashili New Zealand Dairy Company for approximately NZD 282 million (around CNY 1.2 billion), enhancing its supply chain control and market diversification in China [8] Brand Dynamics - Metro's first "fat reform store" has opened in Beijing, optimizing product structure with a reduced SKU count of about 8,000 and increasing the number of baked and prepared food items by nearly six times [13] - Haidilao has launched its first innovative concept store in Beijing, featuring a dessert station and interactive entertainment area, aiming to attract consumers with a diverse dining experience [16] - LANCY has released a new brand campaign featuring global ambassador Song Jia, emphasizing a blend of strength and elegance in its autumn/winter collection [19] - Swatch faced controversy over an advertisement perceived as discriminatory towards Asians, leading to a swift public apology and removal of the related materials [20] - Luzhou Laojiao has established a cultural tourism development company to diversify its revenue streams amid intense competition in the liquor industry [22] Personnel Dynamics - The Body Shop appointed Alia Sirina Hawa as Chief Business and Brand Officer, indicating a strategic shift towards growth after a period of restructuring [25]

Core Viewpoint - Kuaishou's top influencer, Xinba, announced his departure from the live streaming industry due to health issues, coinciding with controversies surrounding his brand "Cotton Password" [1][2][3] Group 1: Xinba's Departure - Xinba cited severe lung health problems as the reason for his exit, revealing a history of bronchitis and alarming medical assessments [2] - This is not Xinba's first announcement of leaving the industry; he has made similar claims multiple times in the past [2] - The timing of his departure raises questions about its connection to the "Cotton Password" sanitary napkin controversy, which has been labeled as potentially carcinogenic [3] Group 2: Brand Controversy - The "Cotton Password" brand, which Xinba claims to have developed, faced backlash after reports indicated that 7 out of 10 samples tested positive for thiourea, a substance linked to health risks [3][4] - Despite the controversy, Xinba's brand achieved significant sales, with approximately 799,000 units sold and an estimated revenue of 140 million yuan in the past six months [4] Group 3: Business Strategy Shift - Xinba has significantly reduced his live streaming frequency, indicating a shift in business focus towards a more corporate structure [7] - The relocation of Xinba's company headquarters from Hangzhou to Guangzhou suggests a strategic realignment and resource integration [7] - Xinba's transition from a leading influencer to a more behind-the-scenes role aligns with broader trends in the industry, where many top streamers are stepping back from direct selling [7] Group 4: Performance Metrics - In the past six months, Xinba's live streaming sessions were limited, yet he generated an estimated sales total of 5.256 billion yuan, ranking second on the Kuaishou platform [5][10] - The data indicates a significant drop in the beauty and personal care category's contribution to Xinba's sales, reflecting a strategic reduction in product offerings [6][9] Group 5: Industry Context - The live streaming industry is facing increased regulatory scrutiny, with new guidelines being proposed to ensure compliance and reduce risks associated with influencer marketing [12][13] - The evolving regulatory landscape necessitates that brands, platforms, and influencers carefully navigate compliance to maintain consumer trust and ensure sustainable growth [13]

Core Viewpoint - The beauty market in the first half of 2025 shows a mixed performance, with a historical high in retail sales but a decline in certain segments, indicating a competitive and structurally adjusting market landscape [2][5][29]. Retail Performance - The retail sales of cosmetics in China reached 229.1 billion yuan in the first half of 2025, marking a year-on-year growth of 2.9%, which is lower than the overall retail growth of 5% [2][6]. - In June 2025, the retail sales of cosmetics experienced a 2.3% year-on-year decline, marking the first month of decline this year [2]. Online Sales Dynamics - Online beauty sales exceeded 300 billion yuan in the first half of 2025, with a year-on-year growth of 8.6% and a transaction volume increase of over 10% [5][9]. - The five major e-commerce platforms (Taobao, JD, Douyin, Kuaishou, Pinduoduo) achieved a total transaction amount of 3210.75 million yuan, with a year-on-year growth of 8.59% [9][10]. Category Performance - Skincare remains the largest category with a transaction amount of 1971.82 million yuan, accounting for 64.4% of total online beauty sales, showing growth of 8.17% in transaction value [12][13]. - Makeup sales increased by 15.26% to 551.81 million yuan, while hair care emerged as a strong performer with a 20.67% increase in sales [15][29]. - Oral care saw a slight increase of 2.49% in transaction value but a decline in transaction volume, indicating a trend towards premiumization [15][19]. Brand Landscape - The top three brands in the beauty sector are L'Oréal, Proya, and Han Shu, with domestic brands making significant inroads but still trailing behind international brands in market share [21][23]. - In the makeup category, domestic brands captured 11 out of the top 20 positions, with notable performances from brands like Mao Geping and Huaxizi [26]. Market Trends - The rise of men's beauty products and refined personal care categories indicates a shift in consumer preferences, with significant growth in men's skincare and hair care [20][29]. - The overall market is experiencing structural adjustments, with brands needing to adapt to changing consumer demands and competitive pressures [29].

Group 1 - The "618" shopping festival in 2025 started a week earlier than in 2024, leading to significant sales growth driven by government subsidies [3][5] - Total online retail sales during the "618" period reached nearly 2 trillion yuan, with a year-on-year growth of approximately 9.8% [3] - Major platforms like Taobao Tmall, JD, Douyin, and Pinduoduo saw year-on-year sales growth of 4%, 17%, and 15% respectively [3] Group 2 - The "old-for-new" subsidy program has led to a surge in sales of home appliances and 3C digital products, with 113 brands achieving sales exceeding 100 million yuan [5] - An estimated 150 billion yuan of "old-for-new" funds were utilized from January to May, with additional central funds expected to be released in July and October [5] - The total "old-for-new" funds for the second half of the year are projected to be around 138 billion yuan, averaging 23 billion yuan per month [5] Group 3 - The proportion of second-hand housing sales in major cities has been increasing, with some cities reaching nearly 70% [8] - In June, the proportion of second-hand housing transactions was 58.2%, a 10 percentage point increase compared to the same period last year [8] Group 4 - Recent tensions between Iran and Israel have impacted global oil prices, which saw a rise before a drop after June 20 [9] - Historically, a 10% increase in international oil prices has a direct impact of approximately 0.08 percentage points on domestic CPI and 0.5 percentage points on PPI [9]

Investment Rating - Industry rating: Recommended [5] Core Insights - The beauty sector experienced a stable conclusion during the 618 shopping festival, with significant changes in platform and brand dynamics driven by reduced commission policies and interest-based content ecosystems [1][2] - The total GMV for beauty products across four major e-commerce platforms (Taobao, JD, Douyin, Kuaishou) during the 618 period was between 600-700 billion yuan, reflecting a year-on-year growth of over 10% [1] - Taobao maintained the largest market share at 41.3%, followed by Douyin at 35.7%, JD at 14.8%, and Kuaishou at 8.2% [1][13] Summary by Sections E-commerce Platform Dynamics - Douyin's beauty segment is rapidly growing, supported by merchant subsidies and interest-driven consumer engagement, achieving double-digit growth [2] - Douyin's promotional strategies included a 1.4 billion yuan subsidy for merchants in May, with individual merchant reductions reaching up to 2.99 million yuan [2] Skincare and Makeup Categories - In the skincare category, domestic brands like Proya and Han Shu led the market, maintaining their top positions on Taobao and Douyin [3] - The top five brands in the skincare category on Taobao remained stable, with Proya and Han Shu continuing to dominate [3] - In the makeup and fragrance category, new domestic brands are emerging, with Ti Luo Wei achieving rapid growth by focusing on base makeup products [4] International and Domestic Brand Strategies - International brands are performing well due to localized marketing strategies and a willingness to engage with local consumers [8] - Domestic brands are expected to break out of the competitive cycle focused on ingredients and efficacy, emphasizing brand influence and comprehensive user experience [8] Investment Recommendations - Focus on domestic companies with strong brand equity and comprehensive channel strategies, particularly Proya and Han Shu [9] - Highlight technology-driven skincare brands like Betaini and Juzi Biology that target specific consumer needs [9] - Consider daily chemical brands with strong cost-performance ratios and excellent management of emerging channels, such as Runben and Dengkang [9]

Investment Rating - The industry is rated as "Buy" with expectations of leading market benchmark returns by over 15% in the next 6-12 months [7]. Core Insights - The 2025 "618" promotional event saw a stable conclusion with comprehensive e-commerce platforms achieving a sales increase of 15.2% year-on-year, totaling 855.6 billion yuan, while instant retail sales grew by 18.7% to 29.6 billion yuan [1]. - The performance of brands on platforms like Tmall was strong, with 453 brands achieving over 100 million yuan in sales during the event, a 24% increase from the previous year [2]. - JD.com reported over 100% growth in overall user orders during the "618" event, with daily orders for its food delivery service surpassing 25 million [3]. - Pinduoduo leveraged multiple promotional activities, resulting in significant sales increases across various categories, with some participating merchants seeing sales double [4]. - Instant retail gained traction during the event, with platforms like Meituan, Alibaba, and JD.com incorporating instant retail into their promotional strategies, indicating a positive trend for online penetration across categories [5]. Summary by Sections E-commerce Performance - Comprehensive e-commerce platforms recorded a total sales of 855.6 billion yuan during the "618" event, marking a 15.2% increase year-on-year [1]. - Instant retail sales reached 29.6 billion yuan, reflecting an 18.7% growth [1]. - Community group buying sales fell by 9.1% to 12.6 billion yuan [1]. Brand and Consumer Insights - Tmall saw 453 brands surpassing 100 million yuan in sales, with notable brands like Apple and Xiaomi leading the performance [2]. - The number of high-net-worth 88VIP members on Tmall exceeded 50 million, with brand membership increasing by 15% [2]. JD.com Highlights - JD.com reported over 22 billion total orders during the "618" event, with significant growth in 3C and home appliance categories [3]. - The launch of the first fully live-streamed food mall in Harbin marked a new milestone for JD's offline operations [3]. Pinduoduo Strategies - Pinduoduo's promotional strategies, including "100 billion subsidies," led to substantial sales growth, particularly in agricultural products [4]. - The "government subsidy" section on Pinduoduo saw a 177% increase in sales for subsidized products [4]. Instant Retail Trends - Instant retail's inclusion in the "618" event by major platforms indicates a growing trend, with Meituan reporting over 100 million users placing orders [5]. - The focus on consumer experience and ecosystem building is expected to foster healthy development in the e-commerce sector [5].