当市场还在讨论新消费品牌的流量打法时，植物医生选择了另一条路：深耕门店。这家主打高山植物护 肤的品牌，凭借4269家实体门店的网络，近期IPO状态更新，向深交所主板迈出了坚实一步。 门店不只是销售终端 走进植物医生的门店，你会感受到这里与传统化妆品店的微妙差异。除了产品陈列区，很多店铺都设有 专门的体验区，这里有专业的护肤顾问为你进行肌肤检测，有舒适的空间供你体验产品，还有定期的会 员护肤沙龙。这种设计不是偶然，而是品牌对实体门店功能的重新定义。 截至2025年6月末，植物医生在全国拥有4269家门店。这个数字背后，是品牌对"最后一公里"消费场景 的深度覆盖。与追求坪效最大化的传统门店不同，植物医生更看重门店作为品牌体验中心的价值。正如 招股书所述，这些门店"为用户带来了独特的产品体验，提供了丰富的情绪价值"。在标准化零售盛行的 时代，这种个性化的服务体验反而成为稀缺资源。 从本地深耕到全球拓展 植物医生的门店网络已不限于国内。截至2025年11月，门店网络已延伸至日本、印度尼西亚、泰国等 地，其已走上更广阔的舞台。 2025年11月，曼谷旗舰店的开业标志着品牌进入第四个海外市场。值得注意的是，植物医生的海外 ...

在众多化妆品企业选择多品牌、多渠道的扩张策略时，植物医生走出的这条"单一品牌、专注高山植 物、深耕线下专卖店"的发展路径，正迎来关键的验证时刻。 2014年，植物医生与中国科学院昆明植物研究所联合成立"中科昆植植物医生研发中心"，这一合作是实 实在在的技术创新布局。 2025年11月21日，深交所上市审核系统显示，国内高山植物护肤品牌植物医生的IPO申请状态更新 为"已问询"，这是该公司自递交招股书以来的重要进展。 双方的研发合作已取得多项实质性成果。其中最引人注目的是"石斛活性精萃关键技术研究及其产业应 用"项目，该项目成功将大分子石斛多糖转化为更具护肤活性的石斛寡糖，并荣获全国商业科技进步一 等奖。这一成果不仅体现了植物医生的研发实力，更重要的是完成了从基础研究到产业应用的完整转 化。 三十年专注造就差异化壁垒 "我们的态度很明确，就是坚决聚焦做好一件事情，做好一个品牌。"植物医生负责人表示。这种战略定 力在浮躁的市场环境中显得尤为珍贵。植物医生品牌公司创立于1994年，多年来聚焦"高山植物，纯净 美肌"这一核心定位进行战略布局，在品牌定位、研发投入、渠道建设等方面保持了高度一致性。 这种长期专注带来了明 ...

Investment Rating - The report does not explicitly provide an investment rating for the beauty industry Core Insights - The Chinese beauty industry is experiencing significant growth, particularly in the export market, with a projected export value of 51.2 billion yuan in 2024, representing a year-on-year increase of 11.9% [4] - The skincare segment continues to lead globally, with the beauty market expected to reach 677 billion dollars by 2025, and China holding a 35% market share [6] - Domestic brands are increasingly adopting innovative marketing strategies, including celebrity endorsements, which have become a standard practice, with first-day GMV exceeding 10 million yuan for new products [4][6] Industry Trends - The trend of Chinese beauty brands going global is accelerating, with a focus on cultural integration and localized product design [4] - The influx of overseas medical beauty brands into the Chinese market is intensifying competition, prompting domestic brands to enhance their offerings in the post-surgical skincare segment [6] - The rise of "clean beauty" and the increasing importance of e-commerce channels are shaping the future landscape of the beauty industry [6][10] Head Brand Dynamics - Natural堂 is preparing for an IPO on the Hong Kong Stock Exchange, having received over 700 million yuan in investments from major players like L'Oréal [13] - LVMH's beauty incubator Kendo has sold its vegan makeup brand KVD Beauty to a private equity firm, marking a significant shift in its brand strategy [14] - The collaboration between 乐普医疗 and Meituan to develop medical beauty products signifies a growing trend of traditional medical device companies entering the beauty sector [20]

Core Viewpoint - The company, Plant Doctor, has achieved steady growth in a challenging market by leveraging its unique brand positioning, high-quality products, and innovative operational strategies, expanding from 1 to over 5000 single-brand stores globally [1][4]. Group 1: Brand Positioning and Product Development - Plant Doctor has established a distinctive brand positioning centered around "highland plants and pure skin," which resonates with modern consumers' pursuit of natural and healthy skincare, while also promoting the unique charm of Eastern aesthetics [3][4]. - The company invests significantly in product research and development, collaborating with research institutions like the Kunming Institute of Botany and Jiangnan University to create high-tech skincare products that meet consumer needs [3][4]. Group 2: Operational Strategies and Market Expansion - Innovative operational strategies include engaging consumers through offline events such as sunscreen festivals and tree-planting days, enhancing brand loyalty and recognition [3][4]. - Plant Doctor's sales scale increased from 2.464 billion yuan in 2018 to 3.878 billion yuan in 2022, representing a growth rate of 57.38%, while the number of stores expanded from 3,373 at the end of 2019 to over 5,000 [4][6]. - The company plans to continue its unique brand positioning and innovative strategies, aiming to replicate its single-brand store model globally and introduce more consumers to the appeal of highland plant skincare [4][6].

Core Insights - The article highlights the rise of the beauty brand "Plant Doctor" as a representation of China's cultural self-awareness and global discourse in aesthetics, marking a transition from following to leading in the global beauty industry [1][13] Group 1: Brand Development and Innovation - Plant Doctor has spent 31 years developing a narrative around natural and scientific beauty, supported by a strong national research backing and a unique cultural output model [1][4] - The collaboration with the Kunming Institute of Botany has led to significant breakthroughs in high-altitude plant research, including the extraction of high-content Dendrobium polysaccharides, which exhibit notable anti-aging effects [4][5] - The brand has created a comprehensive R&D matrix, ensuring quality control throughout the production process, which enhances the traceability and quality of its products [5] Group 2: Cultural Integration and Marketing - Plant Doctor integrates Eastern aesthetics with natural philosophy, positioning itself uniquely in the skincare market and transforming high-end cosmetic narratives [7] - The brand has developed immersive store experiences abroad, effectively communicating the essence of Eastern aesthetics and achieving a cultural output alongside product sales [7] Group 3: Social Responsibility and Sustainability - Since 2017, Plant Doctor has initiated biodiversity conservation actions, establishing demonstration gardens in Yunnan and restoring over 5,000 acres of ecology, benefiting thousands of residents [10] - The company has also sponsored the Wu Zhengyi Botany Award to encourage research in botany, linking corporate development with ecological protection and scientific advancement [10] Group 4: Future Outlook - With strong national support, Plant Doctor aims to continue leveraging Eastern culture and technological innovation to enhance the global presence of Chinese beauty, making Eastern aesthetics resonate worldwide [13]