央视的采访中提到，化妆品行业存在AB配方"潜规则"，即用A配方去备案送检，用B配方去实际生产。还有报道称，不同的检测方法可能会得出不同的结 果，目前全球尚无统一、标准、科学适用于化妆品中EGF检测的商业试剂或方法。 虽然韩束及时做出了回应，称旗下所有产品均未添加表皮生长因子（EGF）成分，甚至拿出了检测报告"自证清白"，但是为什么同样一款产品会出现完全不 同的检测结果？ 报道中还提到了韩束"价格虚高""夸大宣传"等问题，也进一步指向了韩束快速发展背后的隐忧。而当韩束遭遇信任危机时，对上美股份的打击无疑是巨大 的，吕义雄计划2025年冲刺100亿的目标可能也蒙上了一层阴影。 韩束陷入违法添加"罗生门"，检测结果为何存在差异？ 在央视财经的报道中，韩束的"丰盈紧致精华面膜"中检出EGF含量0.07pg/g、"嫩白透亮面膜"中检出EGF含量3.21pg/g。检测结果虽然微量，但是一旦涉及到 成分本身的合法性和安全性就不是一件小事了，特别还是韩束这样的知名品牌。 当然韩束的反应也算快，在微博上直接曝出了检测报告，相比干巴巴地辩白没有添加EGF成分相对要更有说服力一些。而且韩束在声明中提到，上海市药品 监督管理局稽查局 ...

核心观点 李宁龙店快闪店加速落地。2025 年 12 月 14 日，李宁品牌以"龙耀开启"为主题在北京地标性商圈三里屯太古里隆 重举行全球首家龙店开业及全新荣耀金标产品系列正式发布仪式。后续又于近期在北京、成都、南京、大连等核心 城市顶级商圈，推出了以"荣耀开年"为主题的"李宁龙"系列限时快闪店。2025 年李宁通过非凡领越持续增持李 宁股份，总金额约 15.60 亿港元，持股比例由 10.57%提升至 14.81%，为 2006 年以来增持幅度最大一年，显示出董事 长李宁本人对公司发展的重视与公司未来发展的信心。 自然堂居 2025 年 1-10 月集合店品牌榜首，上美强运营能力线下再验。青眼情报数据显示，2025 年中国化妆品零售 额同比增长6.18％，其中线上渠道零售额同比增长9.36%，线下渠道同比增长2.38%，较2024年线上同比增长0.4%、 线下同比下降 6.1%明显复苏。从 2025 年前 10 个月化妆品集合店品牌榜来看，自然堂占据总榜及国货榜双榜首位， 外资阵营由雅诗兰黛领衔；从商品情况来看精华/精华油类商品受欢迎，套盒商品增长快，增速前 10 的商品中有 7 款 来自于国货品牌，韩束红 ...

Core Viewpoint - The online beauty market in 2025 is experiencing a downturn, with significant declines in July and August, while some brands are achieving remarkable growth despite the overall market pressure [2][4][6]. Market Performance - The overall online beauty market from January to August 2025 recorded a total transaction value of 411.99 billion yuan, a year-on-year increase of 5.7%, with a transaction volume of 5.653 billion items, up 6.46% [5]. - Monthly performance shows a declining trend, with July and August being the only months with both transaction value and volume decreasing [5][6]. High-Growth Brands - Brands like Han Shu, Bai Que Ling, Helena, ELL, and Canban have shown exceptional growth in August, with Han Shu nearing 1 billion yuan in transaction value, up 51.37% year-on-year, and Bai Que Ling achieving a growth rate of 108.77% [4][11]. - The growth of these brands occurred without major promotional events, indicating innovative strategies that could provide insights for the beauty industry [4][6]. Platform Performance - Douyin has emerged as a key growth engine, with several brands achieving over 50% growth in transaction value on the platform [11][12]. - Brands like Han Shu and Bai Que Ling have successfully utilized a multi-platform strategy, achieving significant growth on platforms like JD and Kuaishou as well [11][12]. Brand Strategies - Han Shu focuses on a matrix of self-broadcasting and product bundling to create a self-sustaining growth engine, with multiple flagship stores catering to different product categories [13][14]. - Bai Que Ling employs a dual strategy of self-broadcasting and influencer marketing, with live streaming accounting for 83% of its sales [16][17]. - Helena capitalizes on high-end gifting opportunities, particularly around promotional events like Qixi Festival, maintaining a premium brand positioning [19][20][21]. Unique Market Entries - ELL, a white-label brand, has successfully navigated the market with a low-price strategy and celebrity endorsements, achieving a transaction value of 2.35 billion yuan in August [25][26]. - Canban stands out in the oral care segment, achieving over 100% growth in both transaction value and volume, despite the overall category facing challenges [27][28][29]. Conclusion - The online beauty market in August reflects a duality of challenges and opportunities, with brands adapting to a shift from price competition to value-driven strategies [32]. - The success of these brands highlights the importance of understanding user needs and enhancing operational efficiency to navigate market fluctuations [32].

Core Insights - The article discusses the remarkable success of a newcomer, "Li Baobao," in live-streaming e-commerce, achieving sales of 1.5 billion yuan during his debut, aided by established influencer Dong Yanying [1][4][6] Group 1: Background and Initial Success - Li Baobao, previously an assistant in Dong Yanying's live streams, leveraged his wedding live stream to gain significant visibility and sales [1][2] - The wedding live stream attracted a large audience, serving as a promotional tool for his subsequent sales event [4][6] - On June 18, Li Baobao's first live stream generated over 1 billion yuan in sales, with a second session contributing an estimated 500 to 700 million yuan, totaling over 1.5 billion yuan in a single day [4][6] Group 2: Audience and Product Strategy - The audience for Li Baobao's live stream primarily consists of women aged 31-40, with a significant portion from third-tier cities [5][8] - The product selection focused on beauty and personal care items, with top-selling products including the Han Shu Red Waist Gift Box and other skincare items [6][8] Group 3: Family-Based Influencer Model - Dong Yanying's family-based influencer model has proven successful, with multiple family members achieving significant sales under her guidance [7][10] - This model capitalizes on the emotional connection and loyalty of audiences, particularly in lower-tier markets [12][14] Group 4: Challenges and Industry Trends - While the family-based model offers advantages like resource sharing, it also poses risks, as the success of individual members is closely tied to the main influencer [15][17] - The live-streaming e-commerce industry is facing increased regulatory scrutiny, which may impact the viability of event-driven sales strategies [17]