东方证券发布研报称，通过对本届"最长周期+最简规则"双11的复盘，该行发现：1)美妆正从"单一的功 能性消费"迈向"复合功效+情感消费"，消费韧性将进一步突出;2)美妆不再依赖单一流量窗口，渠道提 效的叙事正在强化;3)头部品牌势能具更强韧性。该行继续看好品牌资产雄厚、能抓住渠道及产品周期 的头部公司，以及边际改善的标的。 东方证券主要观点如下： 双11大盘稳健增长，美妆即时零售爆发 1)据星图数据，双11大促期间(10月7日-11月11日)全网电商销售额16950亿元/+14.2%(同比增速、下同)， 其中综合电商销售额16191亿元/+12.3%，天猫、京东、抖音销售额位居前三;2)综合电商平台销售额 TOP5分别为家电、手机数码、服装、美妆个护、女鞋/男鞋/箱包，占比分别为16.5/14.6/14/8.2/6.5%;3)美 妆分品类：美容护肤品类销售额991亿元/+11.65%，洗护清洁444亿元/+13.54%，香水彩妆334亿 元/+13.52%;此外，从主要平台的统计口径看，美妆销售额增速基本为中个位数到10%出头;4)全网即时 零售销售额670亿元/+138.4%表现亮眼，以美团为例，10月底正 ...

Investment Rating - The industry investment rating is "Positive (Maintain)" [6] Core Insights - The beauty and personal care sector is transitioning from "single functional consumption" to "composite efficacy + emotional consumption," indicating enhanced consumer resilience [4] - The beauty industry is no longer reliant on a single traffic window, with narratives around channel efficiency strengthening [4] - Leading brands exhibit stronger resilience, with a positive outlook on companies with robust brand assets that can capitalize on channel and product cycles [4] Summary by Sections Industry Overview - The Double 11 shopping festival saw a total e-commerce sales of 16,950 billion yuan, reflecting a year-on-year growth of 14.2% [8] - Beauty and personal care sales reached 991 billion yuan, growing by 11.65% [8] - Instant retail sales surged to 670 billion yuan, marking a remarkable growth of 138.4% [8] Market Dynamics - Tmall leads in high-end beauty sales, while Douyin is becoming a significant platform for domestic brands [8] - The top five beauty brands on Tmall include Proya, Estée Lauder, Lancôme, L'Oréal, and SkinCeuticals, with Proya maintaining the top position for three consecutive years [8] - Douyin's beauty sales rankings show Han Shu at the top, followed by Proya and L'Oréal [8] Company Performance - Leading brands like Up Beauty, Ruo Yu Chen, and Mao Ge Ping have shown impressive performance during the Double 11 event [8] - Up Beauty's sales increased by 145% year-on-year, with significant growth on both Tmall and Douyin [8] - Ruo Yu Chen's sales saw a staggering 35-fold increase year-on-year, with Douyin sales growing by over 100% [8]

Core Insights - The Double Eleven shopping festival shows a robust double-digit growth, with impressive performance in instant retail and a trend towards integrated service across platforms [1][2] - The beauty category maintains steady growth across multiple platforms, with Tmall's high-end international brand rankings recovering and Douyin's leading domestic brands performing well [3] Group 1: Double Eleven Performance - The overall GMV for Double Eleven in 2025 is projected to reach 1,695 billion, representing a 14% increase from 2024, with instant retail showing significant growth [2] - Tmall achieved its best growth in four years, significantly driven by the 88VIP program, while JD.com set new transaction records [2] Group 2: Beauty Category Insights - The skincare and makeup categories are expected to grow between 5-15% across platforms, with domestic brands like Proya maintaining a strong position [3] - High-end international brands such as Estée Lauder and SK-II have seen improvements in their rankings, benefiting from high-value user contributions [3] Group 3: Brand Performance - Brands like Ruoyuchen and Shangmei have shown remarkable performance during Double Eleven, with Ruoyuchen's total GMV increasing by 80% year-on-year [4] - The brand management and e-commerce operations of Kangwang and Aveeno have also seen significant growth, with some brands achieving over 200% year-on-year increases [4]

Investment Rating - The report maintains a positive outlook on the cosmetics and medical beauty sector, with specific recommendations for companies like Maogeping and Shangmei Co. [4][9] Core Insights - The cosmetics and medical beauty sector underperformed the market during the reporting period, with the Shenwan Beauty Care Index declining by 3.1% [5] - The upcoming Double 11 shopping festival is expected to boost sales for Shangmei Co. and Maogeping, with strong performance anticipated on platforms like Douyin and Tmall [4][9] - Key companies such as Proya and Shanghai Jahwa reported mixed results, with Proya's revenue for Q3 2025 at 1.736 billion yuan, down 11.63% year-on-year, while Shanghai Jahwa's revenue grew by 28% to 1.483 billion yuan [10][15] Summary by Sections Industry Performance - The cosmetics and medical beauty sector showed a decline, with the Shenwan Cosmetics Index down 2.6% and the Shenwan Personal Care Index down 0.9% [5] - The top-performing stocks included *ST Meigu (+12.3%) and Jinsong New Materials (+6.2%), while Huaxi Biological and Beitaini saw declines of 7.8% and 7.4%, respectively [5] Company Performance - Proya's Q3 2025 revenue was 1.736 billion yuan, a decrease of 11.63% year-on-year, with a net profit of 227 million yuan, down 23.64% [10] - Shanghai Jahwa reported Q3 revenue of 1.483 billion yuan, an increase of 28%, with a net profit of 140 million yuan [15] - Ruoyuchen's Q3 revenue reached 819 million yuan, up 123.4% year-on-year, with a net profit of 33 million yuan [18] Market Trends - The 8th China International Import Expo showcased major international beauty brands, highlighting trends such as high-end market targeting and AI technology in beauty research and development [27] - The report indicates that the Chinese market is evolving into a global innovation hub for beauty products, with a focus on sustainability and green transformation [27] E-commerce Insights - The report provides data on the performance of domestic brands on platforms like Douyin and Tmall, with Shangmei Co. achieving significant growth in GMV [21] - The overall retail sales of cosmetics in September 2025 grew by 8.6%, driven by pre-Double 11 promotions [22][24]

Investment Rating - The report maintains a "Positive" outlook on the cosmetics and medical beauty industry, highlighting potential growth opportunities despite recent market underperformance [2]. Core Insights - The cosmetics and medical beauty sector has underperformed the market, with the Shenwan Beauty Care Index declining by 3.1% from October 31 to November 7, 2025 [3][4]. - The upcoming Double 11 shopping festival is expected to boost performance for companies like Shuangmei Co. and Maogeping, with strong sales anticipated on platforms like Douyin and Tmall [3][9]. - Key companies such as Proya, Shanghai Jahwa, and Ruifucheng have shown varying performance, with Proya's revenue for Q3 2025 at 1.736 billion yuan, down 11.63% year-on-year, while Shanghai Jahwa's revenue increased by 28% to 1.483 billion yuan [10][16]. Summary by Sections Industry Performance - The cosmetics and medical beauty sector has shown a decline, with the Shenwan Cosmetics Index down 2.6%, underperforming the Shenwan A Index by 3.3 percentage points [3][4]. - The top-performing stocks this week included *ST Meigu (+12.3%) and Jinsong New Materials (+6.2%), while Huaxi Biological and Beitaini saw declines of 7.8% and 7.4%, respectively [5]. Company Performance - Proya's Q3 2025 revenue was 1.736 billion yuan, a decrease of 11.63% year-on-year, with a net profit of 227 million yuan, down 23.64% [10][11]. - Shanghai Jahwa reported Q3 revenue of 1.483 billion yuan, up 28%, with a net profit of 140 million yuan [16]. - Ruifucheng's Q3 revenue reached 819 million yuan, a significant increase of 123.4% year-on-year, with a net profit of 33 million yuan [20]. Market Trends - The 8th China International Import Expo showcased international beauty brands, indicating a shift towards high-end markets and functional skincare products [31]. - The report highlights the increasing importance of e-commerce channels, with brands like Maogeping and Shuangmei Co. performing well on platforms like Tmall and Douyin [9][24]. E-commerce Data - In September 2025, the GMV for domestic brands on Douyin and Tmall showed significant growth, with Shuangmei Co. achieving a GMV of 8.1 billion yuan, up 47% year-on-year [24]. - The overall retail sales of cosmetics in September 2025 reached 368 billion yuan, reflecting an 8.6% year-on-year growth, driven by pre-Double 11 promotions [25][27].

Core Insights - Southbound funds increased their holdings in Shangmei Co., Ltd. by 198,700 shares on November 4, 2025, marking a 0.46% increase in total shares held [1][2] - Over the past five trading days, there have been four days of net increases in holdings, totaling 1,330,800 shares [1][2] - In the last twenty trading days, there were ten days of net increases, amounting to 1,400,500 shares [1][2] - As of now, southbound funds hold 43,388,700 shares of Shangmei Co., Ltd., which represents 21.02% of the company's total issued ordinary shares [1][2] Company Overview - Shangmei Co., Ltd. is primarily engaged in the production and sale of cosmetics in China [2] - The company markets brands such as "Han Shu," "Yi Ye Zi," and "Red Elephant," focusing on skincare and maternal and infant care products [2] - Products are sold through both online and offline channels, with a primary focus on the domestic market [2]

Group 1 - The core viewpoint of the article highlights the strong performance of domestic beauty brands during the Double Eleven shopping festival, with an increase in competitiveness [1] - The number of domestic brands entering the top 5 beauty and skincare rankings is expected to rise from 2 to 4 between 2023 and 2025, with Han Shu and Proya maintaining their positions at the top for three consecutive years, and Han Shu winning for two consecutive years [1] - On October 13, Han Shu announced Wang Jiaer as its global brand ambassador, which is expected to enhance the brand's international image and appeal [1] Group 2 - Shenwan Hongyuan recently noted that Wang Jiaer has a global fan base and emphasizes high-end brand endorsement, having previously collaborated with international brands like Armani, showcasing Han Shu's brand potential [1] - The Double Eleven promotional strategy is described as robust, focusing on profitability and core products, indicating a strategic shift towards enhancing brand value [1] - The company is benefiting from the rise of domestic products and the trend towards cost-effective consumption, while also expanding into mid-to-high-end markets and niche segments through channel upgrades and diversified product offerings [1]

Core Insights - The stock of Shangmei Co., Ltd. (02145) rose over 6% during trading, currently up 4.61% at HKD 92.95, with a trading volume of HKD 13.95 million [1] Industry Performance - Domestic brands have shown strong performance on the Douyin platform during the Double 11 shopping festival, with their competitiveness continuing to enhance [1] - The number of domestic brands entering the top 5 beauty and skincare rankings is expected to increase from 2 to 4 between 2023 and 2025 [1] - Brands such as Han Shu and Proya have maintained their positions in the top two for three consecutive years, with Han Shu winning the top spot for two years in a row [1] Brand Strategy - On October 13, Han Shu announced Wang Jiaer as its global brand ambassador, leveraging his global fan base and high-end image [1] - Wang Jiaer's previous collaborations with international brands like Armani highlight Han Shu's brand potential [1] - The Double 11 promotional strategy is focused on profitability and core products, indicating a robust approach to market competition [1] Company Strategy - According to Shenwan Hongyuan, the company's strategic implementation is showing continuous results, with increased investment in R&D while focusing on core sectors [1] - The company is upgrading its channel structure, diversifying product categories, and precisely positioning new brands to benefit from the rise of domestic products and the trend of cost-effective consumption [1] - The company is also tapping into growth opportunities in mid-to-high-end and niche markets [1]

Core Viewpoint - The domestic brand Up Beauty (上美股份) has shown strong performance during the Double 11 shopping festival on Douyin, with its stock price increasing by over 6% during trading, reflecting a growing competitive edge in the beauty and skincare market [1] Group 1: Company Performance - Up Beauty's stock price rose by 4.61% to HKD 92.95, with a trading volume of HKD 13.95 million [1] - The company has seen an increase in the number of domestic brands entering the top 5 beauty and skincare rankings on Douyin, from 2 to 4 brands between 2023 and 2025 [1] Group 2: Market Trends - The domestic brand Han Shu (韩束) has maintained its position as the top brand for three consecutive years, with a strong performance in the Double 11 sales event [1] - The brand has recently appointed international star Wang Jiaer as its global ambassador, which is expected to enhance its high-end image and international presence [1] Group 3: Strategic Insights - According to Shenwan Hongyuan, the collaboration with Wang Jiaer is expected to leverage his global fan base and previous associations with high-end brands like Armani, thereby boosting Han Shu's brand potential [1] - The company's strategy during the Double 11 event focuses on profitability and core products, with ongoing investments in research and development, channel upgrades, and diversification of product categories [1]

Core Viewpoint - The company is experiencing increased growth certainty, allowing for a valuation premium, driven by better-than-expected performance growth, particularly in its main brand, Han Shu, which has successfully identified new revenue sources and adjusted operational strategies [1][2]. Group 1: Company Performance - Han Shu achieved revenue of 3.34 billion yuan in the first half of 2025, representing a year-on-year growth of 14% [1]. - The company has shifted its operational strategy, reducing the proportion of live streaming sales, resulting in a decrease in sales expense ratio by 0.7 percentage points year-on-year in the first half of 2025 [1]. - The company has seen explosive revenue growth in 2023 and 2024, with year-on-year increases of 144% and 81%, respectively [2]. Group 2: Brand Strategy - The "All in" strategy on Douyin has allowed Han Shu to break through and achieve significant sales growth, leveraging historical experience and rapid decision-making by the founder [2]. - The company is adopting a "top-tier resources" approach to create new brands, ensuring they have attention and differentiation from the outset, as demonstrated by the successful new brand "newpage," which generated 400 million yuan in revenue in the first half of 2025, a year-on-year increase of 146% [3]. - The company is expanding its brand portfolio with multiple new brands across different categories, which is expected to further validate its operational capabilities and enhance long-term growth certainty [3]. Group 3: Financial Projections - The company has adjusted its profit forecasts, expecting net profits of 1.07 billion, 1.33 billion, and 1.59 billion yuan for 2025 to 2027, representing year-on-year growth rates of 37.2%, 24.0%, and 20.0%, respectively [3]. - The price-to-earnings ratio (PE) is projected to be 33, 26, and 22 times for 2025, 2026, and 2027, respectively, based on the closing price on October 17, 2025 [3].