Core Viewpoint - The beauty industry is undergoing a significant shift from explosive promotions to a focus on brand trust, with high-end beauty brands needing to adapt to a more rational and mature consumer mindset in China [2][4]. Group 1: Market Trends - The high-end beauty market in China is facing growth challenges, with international brands previously dominating due to barriers in channels, recognition, and technology [2]. - Consumers are increasingly valuing genuine quality and long-term value over discounts, indicating a shift towards rational consumption [4]. - The 2025 APEC summit featured THE WHOO's products as national gifts, highlighting the brand's trust and quality on a global stage [4][12]. Group 2: Brand Performance - During the 2025 Double Eleven shopping festival, THE WHOO ranked in the top three high-end beauty brands on Douyin, surpassing established competitors like Lancôme and SK-II [10]. - THE WHOO's success is attributed to its strategic shift towards combining cultural, technological, and experiential elements to build brand trust [20][18]. Group 3: Consumer Behavior - Consumers are now more focused on the scientific credibility of products, moving away from the belief that higher prices equate to better quality [21]. - The competition among high-end brands is shifting from marketing-driven strategies to those based on research and validation [22]. Group 4: Future Directions - The beauty industry is entering a phase of stable growth, with a focus on product essence rather than promotional tactics [20]. - Cultural narratives and emotional experiences are becoming key competitive advantages for brands in a saturated market [22][24]. - The integration of technology and cultural storytelling is essential for brands to create a unique identity and emotional connection with consumers [24][26]. Group 5: Sales Performance - The overall cosmetics sales during the Double Eleven event reached approximately 1,390 billion yuan, showing a robust growth resilience [26]. - The sales figures for beauty and skincare reached 991 billion yuan, while fragrance and makeup accounted for 334 billion yuan, indicating a healthy market performance [26]. Group 6: E-commerce Dynamics - The logic of live-streaming e-commerce is evolving from a sales channel to a trust-building platform, with brands focusing on establishing long-term relationships with consumers [29][30]. - The competitive landscape is shifting, with trust assets replacing low-price advantages as the core driver of brand sales [33].