记者丨翁榕涛 实习生赖桂筠、吴梓轩 编辑丨张伟贤 国货美妆正步入发展深水区。 近日，包括上海家化（600315.SH）、丸美生物（603983.SH）、上美股份（02145.HK）等国货美妆上 市公司纷纷披露2025年半年报或者盈利预告，从财报数据来看，行业业绩呈现明显分化，反映市场竞争 已从早期的渠道扩张，转向研发创新与精准化布局的科技较量。 从竞争格局来看，尽管全球市场上流行的功能性护肤品品牌基本被欧莱雅、资生堂、雅诗兰黛等欧洲、 日本和美国领先的化妆品企业所拥有，但中国的功能性护肤品受消费者意识觉醒、购买能力提升等因素 的影响，正通过精准定位与研发投入，逐步改变市场格局。 近年来，敏感肌人群规模持续扩大。青眼情报平台数据显示，2024年，敏感肌消费人群将接近亿级，市 场规模约450亿元，近3年复合增长率21.7%。另有业内人士预估，敏感肌相关市场空间超过2000亿元， 发展前景广阔。 敏感性皮肤并非疾病，而是一种常见的皮肤高反应状态，常表现为在受到化学、紫外线、环境污染等因 素刺激后出现灼热、刺痛、瘙痒及紧绷感等不适。通过科学合理的护理，敏感状态可以得到改善，反之 则可能加剧敏感症状。 上美股份也在八月 ...

2025年上半年，国货美妆上市公司整体业绩表现亮眼。从发展策略来看，各企业思路较为相似，主要集 中在推动核心品牌建设、发力电商渠道营销以及持续孵化新产品线，共同拉动收入与利润双增长。 具体来看，上海家化上半年实现营收34.8亿元，同比增长4.7%；归母净利润2.7亿元，同比增长11.7%。 公司持续推进核心品牌战略与线上渠道建设，旗下六神、玉泽等品牌通过产品线拓展实现显著增长。 丸美生物同期实现营收17.69亿元，同比增长30.83%；归母净利润1.86亿元，同比增长5.21%。报告期 内，丸美深化大单品策略，构建大单品矩阵；丸美与PL恋火双品牌市场渗透率不断提升。 21世纪经济报道记者翁榕涛 实习生赖桂筠、吴梓轩 国货美妆正步入发展深水区。 近日，包括上海家化（600315.SH）、丸美生物（603983.SH）、上美股份（02145.HK）等国货美妆上 市公司纷纷披露2025年半年报或者盈利预告，从财报数据来看，行业业绩呈现明显分化，反映市场竞争 已从早期的渠道扩张，转向研发创新与精准化布局的科技较量。 从竞争格局来看，尽管全球市场上流行的功能性护肤品品牌基本被欧莱雅、资生堂、雅诗兰黛等欧洲、 日本和美国 ...

Core Insights - The article discusses the competitive landscape and market dynamics of the functional skincare industry in China, highlighting key players, market share, and industry concentration levels [1][9][11]. Group 1: Brand Ranking - The functional skincare market in China is segmented into three main categories: dermatological skincare, strong efficacy skincare, and medical aesthetic skincare, with leading brands in each category [1]. - Notable brands in dermatological skincare include Winona, La Roche-Posay, and Avene; strong efficacy brands include WIS and HFP; medical aesthetic brands include Fulejia and Aimeike [1]. Group 2: Revenue and Market Position - The functional skincare industry is divided into three tiers based on revenue: - Tier 1: Betaini with revenue exceeding 5 billion CNY, leading the market [3][12]. - Tier 2: Companies like Giant Biological, Shanghai Jahwa, and Fulejia, which have significant revenue and brand recognition [3]. - Tier 3: Companies such as Proya and Furuida, which are publicly listed but have lower revenue from functional skincare [4]. Group 3: Market Share - The projected market size for functional skincare in China for 2024 is approximately 48.743 billion CNY, with Betaini holding a market share of 11.71% [9]. - Other significant players include Huaxi Biological at 5.27%, Fulejia at 4.14%, Shanghai Jahwa at 2.15%, and Giant Biological at 2.44% [9]. Group 4: Market Concentration - The market concentration for domestic functional skincare brands is relatively low, with the top three companies accounting for 21.12% of revenue and the top six for 26.47% [11]. - There is a trend of increasing market concentration, with leading players establishing brand and research barriers [11]. Group 5: Competitive Landscape - The industry shows a strong reliance on imported raw materials, with suppliers having significant bargaining power [16]. - Domestic brands are gaining market share, and competition is intensifying, with high profit margins and potential threats from new entrants and alternative products [16].

Core Viewpoint - The article emphasizes that Betaini's success is attributed to its ability to capture industry details and adapt its strategy based on transformative trends, particularly highlighting its transition from private to public domain as a leading domestic skincare brand [1]. Group 1: Betaini's Performance and Strategy - Betaini achieved a remarkable performance with a revenue of 4.022 billion yuan in 2021, representing a year-on-year growth of 53%, and a net profit of 863 million yuan, up 59% [24]. - The company has faced challenges post-2021, with declining net profits in 2022 and 2023, indicating a need for strategic adjustments [24][30]. - The brand's growth was heavily reliant on offline channels, particularly through dermatologist recommendations, which has structural limitations [31]. Group 2: Key Leadership and Historical Context - Guo Zhenyu, the chairman of Betaini, previously led Yunnan Dianhong Pharmaceutical Group, where he demonstrated strong strategic vision and execution capabilities [3][4]. - The brand Winona, which is part of Betaini, was initially incubated at Dianhong and has maintained a strong market presence through both online and offline channels [4][5]. Group 3: Market Positioning and Brand Development - Winona's strategy involved leveraging medical endorsements and establishing a robust presence in the dermatological community, which has been crucial for its brand credibility [15][20]. - The brand's unique selling proposition is its reliance on 200,000 doctors' prescriptions, differentiating it from competitors that rely on influencer marketing [20][21]. - Despite its strong medical backing, Winona has struggled with brand identity and consumer perception, failing to establish a compelling brand narrative beyond its medical endorsements [24][27]. Group 4: Future Directions and Adjustments - Winona aims to enhance its private domain operations to improve customer retention and loyalty, shifting focus from public domain promotions that have led to brand dilution [30][32]. - The company has set ambitious revenue targets, aiming for 15 billion yuan, with aspirations to become the world's leading efficacy skincare brand [33].

Core Insights - Major beauty companies are aggressively recruiting OTC channel professionals, indicating a strategic shift towards OTC as a growth area in the beauty industry [2][4] - The OTC channel is expected to become a key growth engine for the industry in the next 3-5 years, driven by policy changes, market demand, and channel transformation [4][5] - The beauty sector is experiencing a talent and capital influx into OTC, with salaries for OTC positions significantly higher than traditional channels [4][6] Industry Trends - The number of drugstores in China exceeds 700,000, presenting a substantial market opportunity for beauty products, especially given the low current penetration rate of beauty products in drugstores [5] - The success of brands like Winona, which saw OTC sales grow from 500,000 yuan in 2016 to over 1 billion yuan in 2024, highlights the potential of the OTC market [6] - The beauty industry's gross margin exceeds 60%, making it an attractive category for drugstores facing declining profits in traditional pharmaceutical sales [6] Recruitment and Talent Dynamics - Beauty companies are restructuring their recruitment strategies for OTC channels, seeking candidates with a deep understanding of healthcare policies and market management [7][11] - The market is currently facing a shortage of professionals who possess both beauty and OTC distribution expertise, leading to high salary offers for qualified candidates [11][12] - Companies are establishing dedicated OTC divisions, indicating the channel's importance as a core strategic unit requiring independent investment and specialized strategies [11] Challenges and Market Dynamics - The entry into the OTC market is not straightforward, as beauty companies must navigate high channel costs and the need for significant product discounts to retailers [13] - Drugstores face challenges in selling beauty products due to customer behavior and the need for specialized product selection and marketing strategies [14] - The competition in the OTC space is characterized by a complex interplay of resources, brand identity, and operational capabilities, necessitating a comprehensive restructuring for beauty brands [15]

Core Viewpoint - The beauty giants are aggressively recruiting OTC channel professionals, indicating a significant shift in strategy towards OTC channels as a new growth engine in the beauty industry, driven by policy changes, market demand, and channel transformation [2][3]. Recruitment Trends - Major beauty companies like Proya, Shiseido, and Betaini are actively hiring for OTC-related positions, with salaries 30% to 50% higher than traditional cosmetic channels [5]. - The interest in OTC channels is expected to grow significantly, with projections indicating that by 2025, domestic beauty brands will heavily invest in OTC as a new growth area [5]. Market Dynamics - The OTC channel is evolving from a marginal space to a strategic focus for beauty giants, with the potential to become a primary growth driver in the next 3 to 5 years [3]. - The number of pharmacies in China exceeds 700,000, presenting a substantial market opportunity compared to the low beauty penetration rate of 0.5% in pharmacies [6]. Policy and Economic Factors - Recent policy relaxations, such as the Beijing Drug Administration's guidelines allowing pharmacies to sell cosmetics, have opened new avenues for beauty brands [5]. - The economic pressures on pharmacies, including profit declines due to healthcare cost controls, make beauty products, which have a gross margin exceeding 60%, an attractive option for pharmacies [7]. Sales Growth Examples - The OTC sales of the brand Winona have surged from 500,000 yuan in 2016 to over 1 billion yuan in 2024, showcasing the potential for growth in this channel [8]. Recruitment Requirements - The recruitment for OTC positions emphasizes the need for a deep understanding of healthcare policies and market strategies, with salaries for qualified candidates ranging from 50,000 to 80,000 yuan annually [10]. - The establishment of dedicated OTC divisions within beauty companies indicates a shift towards treating OTC as a core strategic unit requiring specialized investment and organizational structure [10]. Challenges in the OTC Market - The entry into the OTC market is not straightforward, as beauty companies face challenges such as high channel costs and the need to sell products at significant discounts to pharmacies [12]. - Pharmacies also face barriers in selling beauty products, including a lack of specialized selection and weak operational capabilities [12]. Conclusion - The entry of beauty brands into the OTC market represents a complex interplay of resources, capabilities, and market dynamics, necessitating a comprehensive restructuring of product logic and organizational capabilities [12].

Group 1 - The core viewpoint of the article highlights the recognition of Beitaini Group as a leading brand in the international market, particularly through its inclusion in the "Top 100 Chinese Brands for Internationalization" list, showcasing its global influence and innovative capabilities [1][2] - The conference aimed to decode the successful path of Chinese brand internationalization, focusing on innovation, leadership, and brand value, thereby establishing a new image for Chinese brands on the global stage [1] - Beitaini Group has established research and development centers in Shanghai and Kunming, as well as advanced laboratories in Paris and Tokyo, to enhance international R&D collaboration [1] Group 2 - The company is set to launch its Southeast Asia headquarters in Bangkok in early 2024, further solidifying its global operational footprint [1] - Beitaini Group leverages its strong R&D capabilities and unique plant resources from Yunnan to market advanced skincare technologies, including sensitive skin and anti-aging products [1] - The core brand Winona has been recognized in the first batch of China's consumer brand list published by the Ministry of Industry and Information Technology, reflecting its brand value and market position [2]

Group 1: Company Developments - The company has successfully registered 3 new raw materials, including the first single new raw material, Long-stem Wintergreen Glycoside, bringing the total to 16 registered cosmetic raw materials [3] - The main brands, including Winona and Aikeman, have products featured in the 618 shopping festival livestream hosted by Li Jiaqi [3] Group 2: Product Launches - Winona's new product "Little Ice Ton" features high-energy technology for cooling and moisturizing, while the "Clear Whitening Sunscreen" targets sensitive skin with sun protection and whitening benefits [3] - Aikeman has launched the "White Moonlight" series, which includes products aimed at reducing spots and tightening skin [3] Group 3: Brand Activities - Aikeman participated in the "Blue UP" salon focusing on marine biodiversity protection, showcasing the company's commitment to environmental sustainability [3] - The company emphasizes its eco-friendly product development, such as the "Little King Kong" physical sunscreen that avoids coral reef pollution [3] Group 4: Financial Performance - The company's overseas revenue grew by over 550% in 2024, accounting for 1.37% of total revenue [4] - The top five online self-operated stores contributed approximately 58.15% to online sales revenue, with a two-year repurchase rate of 38.76% for one Tmall store and 31.13% for one Douyin store [4]

Core Insights - The acquisition of Baizhichui by Juyi Group marks a significant step in the company's strategy to expand into the scientific skincare sector, enhancing its multi-brand and multi-category beauty matrix [1][4] - The global functional skincare market is experiencing intense competition, with both international giants and local brands accelerating their presence in this lucrative segment [6][7] Company Overview - Juyi Group, established in 2016 and headquartered in Shanghai, owns two major color cosmetics brands, Judydoll and Jooycee, and has a partnership with Pierre Fabre Laboratories for the René Furterer brand in China [4] - The group reported a retail revenue exceeding 4.2 billion yuan and an income of 3.5 billion yuan in 2024, reflecting a year-on-year growth of 36% [4] Acquisition Details - Baizhichui, founded in 2012 and part of Meiji Biotechnology (Shanghai) Co., focuses on providing solutions for problematic and sensitive skin, emphasizing a "plant + technology" research approach [4][5] - Post-acquisition, Professor Li Yuanhong will continue as Chief Product Officer, overseeing the entire product development process, while co-founder and CEO Sun Hui will serve as a lifetime honorary advisor [5] Market Trends - The global professional skincare market reached a size of $35.77 billion in 2022, with projections to exceed $77.51 billion by 2030, reflecting a compound annual growth rate (CAGR) of 9.9% [6] - In China, the functional skincare sector saw a CAGR of 36.7% from 2017 to 2021, with a market size of approximately 46.43 billion yuan in 2022, marking a year-on-year growth of 22.9% [6] Competitive Landscape - Major global beauty companies like L'Oréal and Estée Lauder are increasingly investing in functional skincare through acquisitions and partnerships, indicating a strategic shift towards professional medical beauty [7][8] - Local brands such as Winona and Juzi Biotechnology are also capturing market share through differentiated strategies, with Juzi Biotechnology reporting a revenue of 5.539 billion yuan in 2024, a year-on-year increase of 57.2% [8]

Core Viewpoint - Beitaini's revenue and net profit have significantly declined in recent quarters, indicating pressure on its financial performance and the need for strategic adjustments in its product offerings and market positioning [3][5][6]. Financial Performance - In 2024, Beitaini's revenue growth rates were 3.87% and -13.51% for the first quarter, while net profit growth rates were -33.53% and -83.97% respectively [3][5]. - The company's net profit for 2024 dropped to 503 million yuan, less than half of the same period in 2022 [6]. - The overall performance in the first quarter of 2025 showed a revenue of 949 million yuan, a decline of 13.51%, and a net profit of 28 million yuan, marking an 84% decrease, the lowest since its listing [7]. Brand and Product Strategy - Beitaini focuses on the "skin health internet+" model, with multiple brands including Winona, Winona Baby, and AOXMED, targeting various skincare needs [5]. - The main brand, Winona, has undergone a brand upgrade to focus on "sensitive skin," launching key products like the Winona Soothing Moisturizing Cream [9]. - Despite the brand's efforts, Winona's revenue declined by 5.5% in 2024, contrasting with significant growth in its sub-brands Winona Baby and AOXMED, which saw increases of 34% and 65.6% respectively [9][10]. Market Position and Competition - Beitaini's performance in major promotional events has weakened, with Winona ranking 10th in the Tmall beauty sales during the 2024 promotional events, down from 5th in 2023 [9][11]. - The company faces increased competition and has had to raise marketing expenditures, impacting profitability [6][10]. Future Outlook - Beitaini plans to implement five core solutions for its main brand, focusing on enhancing customer value through product combinations [10]. - The company aims to leverage its advancements in plant-based ingredients and AI technology to regain market traction [9].