Core Insights - The 17th Double 11 shopping festival highlights the significant role of beauty products, with a notable increase in sales of high-efficacy skincare products like serums and creams during this year's event [1] - Live-streaming e-commerce is emerging as a crucial driver for the growth of the "beauty economy," facilitating consumer insights, new product promotion, and brand value reconstruction [1] Group 1: Consumer Trends - Consumer demand is becoming more precise, with a clear shift towards "moisturizing and repairing" skincare needs, leading to a preference for high-efficacy single products over large sets [2] - The understanding of personal skincare needs is maturing, prompting consumers to favor targeted solutions that meet specific skincare steps [2] Group 2: Brand Performance - The brand Han Shu achieved nearly 50% growth on the first day of Double 11, focusing on ingredient research and launching representative products like the "X Peptide" cream [2] - Traditional domestic brands are successfully transitioning to technology-driven anti-aging brands, aligning with market demands through effective consumer education [2] Group 3: New Product Launches - Live-streaming platforms have become essential for new brands and products, with a significant increase in the number of new products launched during this year's Double 11 [3] - The introduction of sample events in live-streaming sessions has allowed consumers to experience products more thoroughly, contributing to the success of new launches like the Baique Ling Jade Cream [3] Group 4: Emerging Brands - New brands such as Zhan Mei Ya and Tong Pin are showing strong growth, becoming key players in the Double 11 "dark horse" category [4] Group 5: Domestic Brand Growth - Domestic beauty brands are experiencing a comprehensive surge, with Shanghai-based brands like Shuang Mei achieving over 100% sales growth on the first day of Double 11 [5] - The brand's successful content strategy has helped it reach a broader audience, leading to products selling out immediately upon launch [5] - The role of live-streaming platforms is pivotal in validating new products and accelerating the growth of emerging brands while helping traditional brands reshape their image [5]

Core Viewpoint - Guoshin Securities has given a "better than market" rating to Shangmei Co., predicting net profit attributable to shareholders of 1.107 billion, 1.388 billion, and 1.702 billion yuan for 2025-2027, with EPS of 2.78, 3.49, and 4.27 yuan per share respectively, and a target price range of 104.5-120.9 HKD per share [1] Group 1: Company Performance - The company is positioned as a leading domestic beauty brand, leveraging inclusive mechanisms, in-depth R&D, and diverse channels to solidify its performance base through its main brand, Han Shu, which has expanded its product categories and achieved breakthroughs with popular products [1][2] - The main brand Han Shu has achieved significant sales with its Hongman Waist set, ranking first on Douyin's beauty list for eight consecutive months in 2023, and has launched the X Peptide cream to achieve a breakthrough in single product sales [2] Group 2: Market Dynamics - The cosmetics industry has entered a phase of stable growth post-pandemic, with diminishing channel benefits and increasing competition from new brands, leading to a shortened growth lifecycle for single products [1] - Platform-based operational capabilities are crucial for beauty companies to overcome growth bottlenecks, allowing them to adapt to market changes and build a sustainable multi-brand and multi-category business matrix [1] Group 3: Multi-Brand Strategy - The company has developed reusable foundational capabilities in channels, R&D, and marketing, resulting in a platform-based development approach with multiple categories and brands [2] - The company has successfully penetrated niche markets with its multi-brand strategy, including high-end maternal and infant products, anti-hair loss care, and sensitive skin products, contributing to a diverse growth curve [2]

Core Viewpoint - Guosen Securities has given a "better than market" rating to Shangmei Co., predicting net profit attributable to shareholders of 1.107 billion, 1.388 billion, and 1.702 billion yuan for 2025-2027, with EPS of 2.78, 3.49, and 4.27 yuan per share respectively, and a target price of 104.5-120.9 HKD per share [1] Company Summary - Shangmei Co. is positioned as a leading domestic beauty brand, leveraging inclusive mechanisms, in-depth R&D, and diverse channels to solidify its performance base through its main brand, Han Shu, which has expanded its product categories and achieved significant sales through bundled offerings [1] - The company has developed reusable foundational capabilities in channels, R&D, and marketing, leading to a platform-based development model with multiple categories and brands [2] - The main brand Han Shu has achieved breakthroughs with products like the Hongman Waist Set and X Peptide Cream, while also expanding into hair care, men's products, and cosmetics [2] Industry Summary - The cosmetics industry has entered a stable growth phase post-pandemic, with diminishing channel benefits and increasing competition from new brands, resulting in shorter product growth life cycles [1] - Platform-based operational capabilities are crucial for beauty companies to overcome growth bottlenecks, allowing them to adapt to market changes and build a sustainable multi-brand and multi-category business matrix [1] - Companies like Shanghai Jahwa, Proya, and currently Shangmei have successfully established platform systems to achieve sustainable growth through industry fluctuations [1]

Core Insights - Shanghai Shangmei Cosmetics Co., Ltd. reported a revenue of 67.93 billion yuan for 2024, marking a significant year-on-year increase of 62.1% [1] - The net profit reached 803 million yuan, reflecting a substantial growth of 74% compared to the previous year [1] - The gross profit margin improved by 3.1 percentage points to 75.2% [1] Financial Performance - Sales expenses surged by 76.2% to 3.947 billion yuan, accounting for 58.1% of total revenue [4] - Research and development investment amounted to 180 million yuan, a year-on-year increase of 43%, but the proportion decreased from 3% to 2.6% [4] - Operating cash flow net amount was 5.47 billion yuan, showing a decline of 26.7% year-on-year [4] Brand Performance - The Han Shu brand generated revenue of 5.591 billion yuan, an impressive increase of 80.9%, contributing 82.3% to total revenue [4] - The Newpage brand achieved revenue of 376 million yuan, a remarkable rise of 146.3%, surpassing the One Leaf brand to become the second business pillar [4] - One Leaf brand revenue decreased by 35.7% to 229 million yuan, indicating a need for rejuvenation [4] New Initiatives - The company is preparing to launch a high-end anti-aging brand TAZUIP in collaboration with the mother and baby brand Anpanman [4] - In 2024, the company is also expanding into new fields such as medical beauty and equipment [4] - The self-developed ingredient "Cyclohexapeptide-9" used in the Hongman Waist series received three invention patents, with 76 new patent applications filed in 2024, including 36 inventions [4] Sales Channels - The company heavily relies on online sales channels, with online sales accounting for 90.5% of total sales [5] - Self-operated e-commerce sales grew by 82.6% to 5.312 billion yuan [5] - Offline distribution saw a year-on-year increase of 63.9%, while retail channels experienced a decline of 15.2% [5]