证 券 研 究 报 告 新消费需求多点迸发，竞争格局重构进行时 轻工消费2025年夏季策略 证券分析师：屠亦婷 A0230512080003 黄莎 A0230522010002 庞盈盈 A0230522060003 研究支持：张海涛 A0230524080003 张文静 A0230524120005 魏雨辰 A0230525010001 2025.07.11 新消费需求多点迸发，竞争格局重构进行时 新消费 国内人口代际变化 Z世代消费主力军 技术驱动 产品从0到1验证 海外需求变化 供应链 全球化 机遇 国际客户供应链全 球化趋势确认 高股息 行业格局成熟 资本开支放缓 国货品牌崛起 情感、悦己需求 AI硬件 AI软件 电子烟（监管政策） 品类渗透率提升 保温杯、家居等 消费电子包装 包装 家居 国补以旧换新 国货个护：百亚股份、豪悦护理、登康口腔 IP潮玩：布鲁可、晨光股份、 广博股份、创源股份 黄金珠宝： 潮宏基 宠物用品：天元宠物、 朝云集团、依依股份、 源飞宠物 两轮车：雅迪控股、爱玛科 技、九号公司 AI床垫：慕 思股份、喜 临门 家居：顾家家居、公 牛集团 AI眼镜：康耐特光学、明月 镜片、英派斯 ...

上 市 公 司 美容护理 2025 年 06 月 30 日 百亚股份 (003006) ——注重品牌力沉淀，看好中长期成长性 报告原因：有新的信息需要补充 买入（维持） | 市场数据： | 2025 年 06 月 27 日 | | | --- | --- | --- | | 收盘价（元） | | 26.73 | | 一年内最高/最低（元） | 34.99/19.97 | | | 市净率 | | 7.3 | | 股息率%（分红/股价） | | 2.06 | | 流通 A 股市值（百万元） | | 11,456 | | 上证指数/深证成指 | 3,424.23/10,378.55 | | | 注："股息率"以最近一年已公布分红计算 | | | | 基础数据: | 2025 年 03 月 31 日 | | --- | --- | | 每股净资产（元） | 3.68 | | 资产负债率% | 29.47 | | 总股本/流通 A 股（百万） | 430/429 | | 流通 B 股/H 股（百万） | -/- | 一年内股价与大盘对比走势： 06-27 07-27 08-27 09-27 10-27 11-27 12 ...

证券研究报告 美容护理 | 个护用品 非金融|首次覆盖报告 hyzqdatemark 2025 年 06 月 13 日 百亚股份(003006.SZ) 投资评级： 买入（首次） ——国内优质卫生巾品牌 大单品持续放量 投资要点： 风险提示：市场竞争日益加剧的风险；原材料价格波动的风险；营销网络拓展的风险。 丁一 SAC：S1350524040003 dingyi@huayuanstock.com 王悦 wangyue03@huayuanstock.com | 基本数据 | | 年 | 11 | 日 | | | | 06 | 月 | 2025 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 收盘价（元） | | | 29.21 | | | | | | | | | 一 年 最 低 | 高 | | | | 内 | 最 | / | | | | | （元） | | | | | | | | | 34.99/19.97 | | | 总市值（百万元） | | | | | | | | | 12,551.12 | | | 流通市值（百 ...

Core Viewpoint - The report by Huayuan Securities on Baiya Co., Ltd. highlights the company's strong position in the domestic disposable hygiene products market, particularly in sanitary napkins, and assigns a "Buy" rating for the stock [1][4]. Company Overview - Baiya Co., Ltd. was established in 2010 and specializes in the research, production, and sales of disposable personal hygiene products, including sanitary napkins, baby diapers, and adult incontinence products. The company owns well-known brands such as "Free Point," "Good," and "Danning." It primarily sells through distributors, key accounts, and e-commerce channels, focusing on a multi-brand strategy to cater to consumers of all ages [2][3]. Competitive Advantages - **Channel Strategy**: The company is expanding its market presence through a focused marketing strategy in key regions, particularly in the Sichuan-Chongqing area, while also enhancing its e-commerce and emerging channel capabilities. It has a strong market share in key provinces, ranking first in Chongqing, Sichuan, and Yunnan, and second in Guizhou and Shaanxi [3]. - **Brand Development**: Baiya is concentrating on health-oriented product lines, continuously upgrading its offerings to enhance brand strength. The introduction of the Pro series of probiotics is aimed at younger consumers and professionals, which has received positive market feedback [3]. - **Research and Development**: The company is increasing its R&D investments to maintain its industry-leading position. It focuses on high-end products and has expanded its product matrix to include various innovative offerings, which has contributed to the growth of its sanitary napkin sales [3]. Financial Projections - Baiya's revenue is projected to reach 4.48 billion, 5.50 billion, and 6.57 billion yuan for the years 2025, 2026, and 2027, respectively, with year-on-year growth rates of 37.5%, 23.0%, and 19.3%. The net profit is expected to be 380 million, 500 million, and 610 million yuan for the same years, with growth rates of 33.8%, 28.9%, and 23.0% [4]. - The current price-to-earnings (PE) ratios are projected to be 33, 25, and 21 for the years 2025, 2026, and 2027, respectively. Comparatively, similar companies in the personal care sector have a PE ratio of 63 for 2025 [4]. Market Position - Baiya Co., Ltd. is recognized as a leading domestic brand in the sanitary napkin market, with a significant market share and a strong competitive edge in key provinces. The company's focus on e-commerce and health-oriented products is expected to drive future growth [2][4].

以下文章来源于豹变 ，作者高宇哲 黄子韬的卫生巾遭到疯抢。 作者丨 高宇哲 作者丨 邢昀 来源丨 豹变 "希望以后当大家提到这个品牌的时候，想到的是企业家黄子韬，而不是明星黄子韬 。" 5 月 18 日，黄 子韬携朵薇品牌卫生巾亮相发布会，这位偶像明星的转型心声刚刚落地，就得到了流量的承接。 豹变 . 直抵核心。做最具穿透力、洞察力的商业观察，深度影响未来。 将投中网设为"星标⭐"，第一时间收获最新推送 当晚 7 点，新品开售 15 分钟卖出 19.5 万件。隔日，黄子韬在官方微博发文感谢，并晒出 GMV 超 4000 万，直播间订单超 80 万的首战成绩。截至 5 月 19 日，旗舰店的产品已经售罄，但这场流量狂欢 仍未结束，二手平台上黄牛将原价 49.8 元的组合装炒至 150 元以上，三倍以上的溢价与随处可以购买 的女性日用品之间，形成鲜明对比。 自 3 · 15 晚会曝光卫生巾、纸尿裤等生产乱象后，卫生巾安全问题一度被推上风口浪尖。这一行业引发 的信任危机，让不少网友将目光转向高知名度的企业家。多位网友喊话雷军，希望小米做卫生巾，同期为 了抓住这波流量，凡客创始人陈年、东方甄选都表示要做相关产品。 这 ...

以下文章来源于一财商学 ，作者Yicai商学 一财商学 . 一财商学院定位于"全域数字商学院"，面向企业客户，提供覆盖企业全生命周期、全平台经营、全组织 学习、全链路运营的知识服务，助推企业数字化成长。 本文来自微信公众号： 一财商学 ，作者：刘嘉玲，头图来自：AI生成 在黄子韬宣布要做卫生巾两个月后，其主理的品牌朵薇正式上市了。叠加明星效应后，朵薇在当晚正 式上线发售中取得不错成绩，开售15分钟卖出19.5万件，当晚销售额突破4000万元，全天销量超126 万单，现货库存全部售空。在二手平台上，原价49.8元的组合装被炒至75元甚至190元。 在近几年卫生巾频繁成为社会热门话题前，它还不是个热门商业赛道。尽管规模高达800多亿元，且 用户基数庞大、还相当忠诚——认准一个品牌囤货、复购，是女性购买卫生巾的普遍现象，但这样的 消费习惯塑造了一个行业TOP5集中度高达60%的市场，业内大多是老玩家，已通过规模化生产、成 熟渠道和品牌认知构建壁垒，一度形成了"强者恒强"的固有格局。 而黄子韬挤进卫生巾行业，正是这几年行业松动迹象的侧写。目前，主要有三股新势力玩家入局：一 是她研社等原生互联网品牌；二是寻求品类扩张的 ...

以下文章来源于电商在线 ，作者唐果 电商在线 . 见锐度、见洞察，聚焦互联网和新商业的创新媒体 除了黄子韬这张流量牌之外， 朵薇还有哪些底牌？ 文 ｜ 唐果 编辑 ｜ 王亚琪 来源｜ 电商在线（ID：dianshangmj） 封面来源 ｜ 朵薇官方旗舰店 作为女性经期的必需品，卫生巾是一个稳定、刚需的行业——曾有人计算，如果以12岁初潮，50岁绝经，一年来12次月经，每次用30片卫生巾来计算:一个 女人一生有2535天处在经期(大约7年)，需要用到的卫生巾数量是13680片。 随着近年来卫生巾行业频繁塌房，消费者对于市面上大部分卫生巾品牌产生了"信任危机"，也让各路人士"嗅"到了用户痛点倒逼行业变革时涌现的新机会。 早在去年11月，在卫生巾长度不够、众多知名品牌被爆出偷工减料事件引发消费者"公愤"之后，就有不少网红、企业家、MCN等宣布要做卫生巾。今年央 视3·15晚会曝光卫生巾行业乱象后，除了黄子韬外，凡客诚品创始人陈年、东方甄选都公开了各自入局卫生巾行业的规划。 此次黄子韬率先开卖，用其明星效应打入市场，一小时就卖出4000万元，但在激烈的市场竞争之中，这份热度又能燃烧多久？面对新老品牌的夹击，除了黄 子 ...

当雷军押上全部声誉造车的故事还在科技圈发酵，娱乐圈顶流黄子韬以同样决绝的姿态跨界杀入女性护理赛道。 "对于我们来说，是赌上了所有的未来，所有的信誉和所有的一切，不允许这个事情发生任何不好，这是一种责任"。 这位以"真性情"著称的明星谈到曾做 卫生巾品牌时罕见凝重地说道。 这种破釜沉舟的姿态很快获得市场回应。5月18日晚，定价49.8元起的朵薇薇卫生巾系列上线即遭疯抢，开售15分钟卖出19.5万单。目前，仅其抖音官方旗 舰店销量就高达125.8万单。 黄子韬甚至将这一战视为人生非常重要的转折点。"希望以后当大家提到这个品牌的时候，大家想到的是企业家黄子韬，而不是明星黄子韬 。"他在发布会 上如此定义自己的野心。 只是，首战告捷只是开始，在女性健康护理这个高度专业化、且长期被传统品牌主导的市场，黄子韬的企业家梦或许还要经过更多的市场验证。 01 黄子韬并不是大股东 严格意义上来讲，朵薇并不算一个新品牌，甚至，黄子韬也算不上这家公司的大股东。 爱企查显示，朵薇运营主体浙江朵薇护理用品有限公司前身为浙江米派护理用品有限公司，成立于2021年6月，法定代表人徐嘉斌。该公司最初以代加工业 务为主，朵薇卫生巾产品线早已投入 ...

Core Insights - The overall consumer market in Chongqing is under pressure in 2024, yet listed companies in the consumer sector have shown resilience through product innovation, channel transformation, and brand upgrades, achieving stable performance [1] - The five listed companies in Chongqing, including Youyou Foods, Chongqing Department Store, Chongqing Beer, Fuling Zhacai, and Baiya Co., collectively generated revenue of 38.607 billion yuan and net profit of 3.674 billion yuan in 2024, maintaining performance levels compared to the previous year [1] - Looking ahead to 2025, these companies are expected to continue leading in high-quality development through a "product + channel + brand" strategy as consumer scenarios recover and industry upgrades progress [1] Company Performance - Chongqing Department Store, a leading retail company, reported a revenue of 17.139 billion yuan in 2024, a decrease of 9.75%, while net profit increased by 0.46% to 1.315 billion yuan [2] - Youyou Foods achieved a revenue of 1.182 billion yuan and a net profit of 157 million yuan in 2024, marking increases of 22.37% and 35.44% respectively, driven by channel structure changes [3] - Baiya Co. reported a revenue of 3.254 billion yuan and a net profit of 288 million yuan in 2024, with growth rates of 51.77% and 20.74% respectively, supported by the high-end product strategy [4] Market Trends - The Chongqing consumer sector is characterized by accelerated product innovation, deepened channel transformation, and normalized ESG practices among companies like Chongqing Beer and Baiya Co. [6] - The beer industry in China has entered a "stock market" phase, with a 30% decline in total production since its peak in 2013, yet Chongqing Beer has maintained stable sales and profitability through product and marketing innovations [6][7] - Chongqing Beer reported a revenue of 14.645 billion yuan in 2024, a slight decrease of 1.15%, while its net profit decreased by 7.03% to 1.222 billion yuan [6][7] Innovation and Strategy - Companies are focusing on product innovation and channel expansion as core drivers, with Youyou Foods launching six new products and enhancing its product matrix to meet market demands [9] - Baiya Co. is optimizing its marketing system and expanding its e-commerce channels, achieving a 103.8% increase in online revenue in 2024 [4] - Chongqing Beer is accelerating product innovation, launching multiple new products and packaging to cater to diverse consumer needs, while also expanding into the beverage market [8]

Investment Rating - The investment rating for the company is "Buy-A" with a target price of 35.57 CNY, maintaining the rating [4][8]. Core Views - The company has shown strong revenue growth, achieving 9.95 billion CNY in Q1 2025, a year-on-year increase of 30.10%, and a net profit of 1.31 billion CNY, up 27.27% year-on-year [1][4]. - The company is focusing on expanding its market share through product structure optimization and channel expansion, particularly in e-commerce [4][8]. - The company’s gross margin slightly decreased to 53.32%, while the net margin was 13.12%, reflecting a minor decline [3][4]. Summary by Sections Revenue and Profitability - In Q1 2025, the company reported a revenue of 9.95 billion CNY, a 30.10% increase year-on-year, and a net profit of 1.31 billion CNY, which is a 27.27% increase year-on-year [1]. - The company’s gross margin was 53.32%, down 1.04 percentage points year-on-year, and the net margin was 13.12%, down 0.29 percentage points year-on-year [3]. Channel Performance - The e-commerce channel generated 3.22 billion CNY in revenue in Q1 2025, growing 8.6% year-on-year, while core provinces saw a 26.7% increase and peripheral provinces experienced a remarkable 125.1% growth [2]. - The company is shifting its marketing strategy to a multi-channel approach, increasing investments in platforms like Tmall, Pinduoduo, and Xiaohongshu, in addition to Douyin [2]. Future Projections - The company is projected to achieve revenues of 43.20 billion CNY, 55.09 billion CNY, and 70.31 billion CNY for the years 2025, 2026, and 2027, respectively, with year-on-year growth rates of 32.76%, 27.51%, and 27.62% [4][9]. - Net profits are expected to reach 3.72 billion CNY, 4.74 billion CNY, and 6.45 billion CNY for the same years, with growth rates of 29.46%, 27.14%, and 36.02% [4][9].