Investment Rating - The report rates the beauty and personal care industry as "Outperform" compared to the market [1] Core Insights - The beauty industry is experiencing significant growth driven by domestic brands, with a shift towards online sales channels, particularly through platforms like Douyin [2][3] - Domestic brands are gaining market share, with 43% of consumers preferring domestic beauty brands over international ones by 2025 [2][3] - The industry is characterized by high sales expense ratios due to intense competition and the need for substantial marketing investments [2][3] Summary by Sections 1. Beauty Industry Overview - The beauty sector is primarily focused on skincare and makeup, with online sales accounting for over 70% of revenue [2] - Facial care is the core category within skincare, with domestic brands experiencing growth despite overall market challenges [2][3] - The current channel structure is dominated by online sales, which account for 79% of revenue, with platforms like Taobao and Douyin leading the way [2][3] 2. Market Growth and Domestic Brand Rise - The Chinese cosmetics market is expanding, with domestic brands driving this growth [2][3] - The market size is projected to grow from 934.6 billion yuan in 2024 to 1,200 billion yuan by 2029, with a CAGR of 6.6% [2][3] - Domestic brands are expected to surpass international brands in market share by 2025, with a projected share of 52.9% by 2029 [2][3] 3. Business Model Differentiation - The domestic beauty industry has developed three main business models: efficacy research, brand deepening, and a combination of agency operations with self-owned brands [2][3] - Companies are transitioning from reliance on agency models to creating their own brands to enhance profitability [2][3] 4. Industry Characteristics and Competition - High gross margins and sales expense ratios are common in the beauty industry, driven by the need for extensive marketing to build brand recognition [2][3] - Companies are employing multi-faceted marketing strategies to balance costs and growth [2][3] 5. Investment Recommendations - The report suggests focusing on companies that excel in efficacy research, brand deepening, and transitioning from agency operations to self-owned brands [2][3] - Specific companies to watch include Juzhibio in efficacy research and Proya and Maogeping in brand deepening [2][3]

Core Insights - The report titled "2025 Douyin E-commerce Skincare Trend White Paper" analyzes the latest dynamics and future trends of the skincare market on the Douyin e-commerce platform, highlighting a significant upgrade trend by 2025 [1] - Consumer skincare needs have evolved from basic care to a dual focus on "scientific evidence and emotional satisfaction," indicating a shift towards holistic health aesthetics [1] - Douyin e-commerce has become a core platform for the online skincare market, with a noticeable trend towards high-end products, particularly those priced above 1,000 yuan [1] Market Dynamics - Approximately 60% of consumers are increasingly focused on health from within, moving beyond superficial skin management [1] - The supply side is accelerating product upgrades through ingredient technology (e.g., recombinant collagen, neuropeptide-161) and technical innovations (e.g., micro-encapsulation, clock gene technology) [1] Channel and Product Trends - Online channels are continuously gaining market share, with liquid essences and facial oils being particularly popular; single-use essences and masks are seen as blue ocean markets, while sheet masks and facial care sets are in a highly competitive red ocean market [2] - Consumer segments show distinct characteristics, with high-end customization favored by luxury consumers, domestic technology appealing to urban skincare enthusiasts, and practical consumers in smaller towns focusing on cost-effectiveness [2] Key Trends - The skincare sector is divided into two main camps: international brands leading in cell technology and domestic brands focusing on ingredient technology [4] - The medical beauty-related market is growing, with post-operative care and anti-dark spots becoming new demand hotspots [4] - Zone-specific skincare is expanding from the face to full-body care, with significant growth in niche categories like neck masks and nasolabial fold patches [4] - Emotional skincare is becoming more commonplace, leveraging neuroscience and sensory healing to expand categories like essential oils and masks [4] Brand Strategies - Douyin e-commerce supports brands in achieving integrated marketing through various IP activities and live streaming, with brands like Estée Lauder and Zhenyan successfully increasing performance through collaborations and celebrity endorsements [5] Future Outlook - The skincare market on Douyin e-commerce will continue to evolve with changing consumer demands, necessitating brands to innovate and adapt to meet diverse consumer needs [8] - The importance of emotional skincare is emphasized, urging brands to focus on consumers' emotional needs to enhance brand loyalty through emotionally connected products [10]

Investment Rating - The report does not explicitly provide an investment rating for the skincare industry Core Insights - The skincare market is segmented into facial care and body care, with facial care receiving significantly more consumer attention than body care [3][13] - The report highlights the emergence of targeted skincare products, particularly in the neck and chest areas, as new growth points in the body care segment [50][64] Summary by Sections Facial Care - Facial care sets account for over 20% of the market share, with leading brands including L'Oréal, Herborist, and Proya dominating the Taobao market [5][16] - In 2024, facial essence is projected to grow at a rate of 13.2%, becoming a key driver of market growth, with Proya leading sales [27][30] - The top-selling facial care sets on Taobao and Douyin show a significant presence of both international and domestic brands, with domestic brands gaining market share through innovative marketing strategies [23][25] Body Care - Body lotion and cream dominate the body care market, accounting for over 75% of sales, with international brands like L'Occitane and Vaseline leading [56][55] - The neck care segment is identified as the fastest-growing category within body care, with domestic brands like SDX and KAZOO gaining traction [62][64] - The body care market is experiencing a shift towards precision skincare, with targeted products for specific areas like the neck and chest becoming increasingly popular [65][64] Market Trends - The report indicates a trend towards premiumization in certain product categories, such as facial masks, while other segments are seeing a decline in average pricing due to changing consumer preferences [49][45] - The introduction of new products in 2024 is primarily driven by domestic brands, which dominate the market for facial care sets and masks [45][43] - The body care segment is witnessing a diversification of product functions, with consumers increasingly interested in multifunctional products that address various skincare needs [65][66]

Group 1 - The online beauty skincare market has reached a sales volume of 316.5 billion yuan, with a year-on-year growth of 5.7%, although the average price has declined [1][8][11] - Facial care sets and serums are performing well, while men's skincare is rapidly growing; however, masks and creams have seen a decline [1][11][14] - The demand for anti-aging products is prominent, with mainstream ingredients like peptides and plant-based components such as ginseng and astragalus showing significant growth [1][2][20] Group 2 - Ginseng-related products have a market size of 11.6 billion yuan, with notable sales during promotional periods, primarily in facial care sets [2][30][31] - Astragalus products have a market size of 2.3 billion yuan, with significant growth in the second half of the year, focusing on creams and lotions [2][30] - Although the market for artemisia is small, it has shown impressive year-on-year growth, mainly in serums and creams, with a target audience aged 21-30 [2][30] Group 3 - The anti-aging market is expected to have a broad outlook in 2025, becoming a key factor for consumers when choosing skincare products [2] - Natural plant ingredients are gaining traction due to environmental concerns and consumer demand, leading to continuous innovation in extraction, formulation, and processes [2][20] - The integration of various natural plant extracts is a primary selling point for many products, with brands focusing on anti-aging claims [2][37]