Company code: Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) company abbreviation: Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) Shanghai Lily&Beauty Cosmetics Co.Ltd(605136)
Summary of annual report 2021
Section I important tips
1 the summary of this annual report comes from the full text of the annual report. In order to fully understand the company’s operating results, financial status and future development plan, investors should go to www.sse.com com. cn. The website carefully reads the full text of the annual report. 2. The board of directors, the board of supervisors and the directors, supervisors and senior managers of the company guarantee the authenticity, accuracy and completeness of the contents of the annual report, and there are no false records, misleading statements or major omissions, and bear individual and joint legal liabilities. 3. All directors of the company attend the board meeting. 4 PricewaterhouseCoopers Zhongtian Certified Public Accountants (special general partnership) issued a standard unqualified audit report for the company. 5. The profit distribution plan or the plan of converting accumulation fund into share capital in the reporting period adopted by the resolution of the board of directors
In 2021, the company plans to deduct from the total share capital of 402030000 shares 145000 shares of restricted shares to be repurchased and cancelled due to non-compliance with the relevant unlocking conditions of the first grant part and reserved part of the restricted stock incentive plan in 2021, that is, cash dividends of 2.10 yuan (including tax) for every 10 shares will be distributed to all shareholders based on 401885000 shares, The total cash dividend is 8439585000 yuan (if the total share capital of the company changes before the equity registration date of equity distribution, it is proposed to maintain the distribution proportion per share and adjust the total distribution accordingly).
Section II basic information of the company
1 company profile
Company stock profile
Stock type stock exchange stock abbreviation stock abbreviation before stock code change
A-share Shanghai Stock Exchange Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) not applicable
Contact person and contact information secretary of the board of directors securities affairs representative
Name: Du HONGPU, Wang Yi
Office address: No. 876 Panyu Road, Xuhui District, Shanghai No. 876 Panyu Road, Xuhui District, Shanghai
Tel: 02164663911
E-mail [email protected]. [email protected].
2. Introduction to the company’s main business in the reporting period
Selection of high-quality runway under the new normal
China’s economic development has entered the new normal, and the people pursue a better life, which makes the prosperity of cosmetics higher than that of other consumer goods. By channel, the growth rate of online retail is generally higher than that of offline retail, and the online penetration rate continues to increase.
According to the report of China Internet Network Information Center (CNNIC), at present, the transformation of production mode, lifestyle and governance driven by digital transformation is becoming an important direction leading China’s future economic development. By June 2021, the number of Internet users in China had reached 1.011 billion and the number of online shopping users in China had reached 812 million. In the first half of 2021, the national online retail sales reached 6113.3 billion yuan, of which the online retail sales of physical goods reached 5026.3 billion yuan.
Tiktok and Kwai Chung, the short video and live broadcast, the electricity supplier’s mutual addition, fast, shaking voice and other platforms become important electricity supplier’s flow position. Among them, tiktok is a vivid, real and diversified video content, especially through the fast iteration of algorithm push technology, which enables users to find good price and stimulate interest in consumption while reading content, so as to achieve the marketing mode of “interest recommendation + transformation”. In 2021, sales of tiktok, skin care and cosmetics TOP300 brand were 29 billion 400 million yuan and 8 billion 800 million yuan respectively.
Horizontal and vertical combination boxing strategy and tactics to maximize the establishment, maintenance and exertion of the company’s resource efficiency
During the reporting period, the company mainly completed and focused on the following work: 1. Consolidate the leading position of cosmetics e-commerce retail industry
In 2021, the company continued to rely on Tmall, jomson and other electronic business platforms to carry out tiktok retail business and brand marketing services, achieving 4 billion 155 million yuan in revenue and 411 million yuan in net profit to the female. As of December 31, 2021, it has continued to cooperate with more than 60 brands such as xuexuexiu, Hou, Schwarzenegger and frefangsi, and the number of cooperative brands has remained stable. The cooperative brands cover various sub categories of beauty products and serve multiple user groups at the high, middle and low end, further improving the scale advantage.
In 2021, the company won the awards of “Shanghai brand electric business outstanding enterprise”, “Tmall six star service providers”, “voice and electricity supplier brand service provider”, “Ali mother six star service providers”, “Ali mother’s gold medal tiktok ecological partners” and many other awards.
In 2021, the company reached strategic cooperation with Coty group to provide fine operation services for luxury beauty brands such as Burberry, MAC Jacobs and philosophy. In addition, the company and the cosmetics department of the king of Sophie tiktok brand Tmall flagship store, jitter and Xiaohong book and other channels of cooperation. 2, develop new platforms represented by jitter tiktok, looking for new growth points.
In 2021, tiktok continued to invest in the new business platform, represented by the platform, and expanded the brand user group and brand equity through short video, content planting, self seeding and master cooperation.
In 2021, the company has worked with the famous beauty groups including Henkel group, flower king group, Pierre Farber group, LG group, Coty group and so on, to run its vibrato shop for tiktok, Freeplus, Kate, Avene, Avene and so on. In addition, the company has developed a non cosmetic track on behalf of tiktok, which has a lot of fun and food. It has expanded its business scope and enriched the brand matrix. As of December 31, 2021, the company operated 33 tiktok shops.
In 2021 tiktok TikTok Cosmetics Co., Ltd., a subsidiary of Shanghai, was awarded the “annual tiktok service provider”, representing the recognition of the company’s shaking ability by the platform.
3. Layout independent brand incubation
With the increase of consumers’ trust and preference for domestic brands and the emerging new consumption demand in the market segment, new opportunities and growth points continue to appear in the market. When cooperative brands cannot meet the new needs of consumers, the company fills the gap by incubating its own brands. In the past year, it has successively launched its own brands such as meiyitang and yurongchu. Among them, meiyitang focuses on moisturizing technology and repair, emphasizing moderation and safety; Yurongchu focuses on plant skin nourishing ingredients for sensitive muscle people. Kwai tiktok’s brand is widely sought after in the marketing platform of jitter, quick hand, little red book and B station, and has been actively recommended by the beauty makeup master.
Different from the common practice of burning huge amounts of money to buy traffic and sales volume in the market, the company’s marketing strategy of incubating brands is also based on the company’s core competitiveness, layout the cost budget around the long-term development of brand assets, and does not pursue short-term volume and sales volume. So far, it has successfully achieved the continuous decline of the cost of pulling new products and the continuous improvement of the repurchase of old customers. 4. Appropriate investment to promote future business collaboration
In 2021, the company invested in emerging brands such as strange bathroom and exacting. With leading probiotic ingredients and skin micro ecology as its core appeal, Weiri bathroom is positioned as generation Z, creating a brand of body care for post-90s and post-00s users; Exacting is a high-end cosmetics and skin care brand at the counter level, and there are several counters under the line all over the country. The addition of the two brands enriches the company’s brand product lineup in the beauty segment. Through investment, the company has strengthened the close cooperative relationship with emerging brands.
At the same time, the company also participated in the investment of Suzhou Yuanchuang enterprising venture capital center (limited partnership), Suzhou Baojie huishanqi venture capital partnership (limited partnership), Shanghai Jingru Investment Center (limited partnership) and other funds. These funds focus on the incubation and investment of start-ups in the field of large consumption. By participating in the investment fund, the company can realize the synergy with the existing business, which is conducive to timely grasp the dynamics of the large consumption industry, develop new cooperation brands and broaden new cooperation categories. 5. Continuously improve organizational capability
The company pays attention to the construction of organizational capacity, continuously improves the professional hrbp system, and optimizes the organizational structure and approval process. The new business department, such as the tiktok division and the private brand division, has been developing the existing businesses while stimulating the innovation capability. Through the training of management skills and business skills, the company has set up incentive mechanisms such as restricted stock plan to continuously improve the ability level and work enthusiasm of employees, so as to provide a solid organizational guarantee for the sustainable growth of business. 6. Further strengthen social responsibility
The board of directors and management of the company firmly believe that only by actively performing corporate social responsibility and pursuing the common profits of the upstream and downstream of the whole industry can we create a sustainable business model. In 2021, the company donated a total of 4 million yuan to actively comply with regulations and fulfill its responsibilities, do a good job as a corporate citizen, give back to the society, and create more value for consumers, brands, industries and society. 3 main accounting data and financial indicators of the company 3.1 main accounting data and financial indicators in recent three years
Unit: yuan currency: RMB
20212020 compared with 2019 of the previous year
Increase or decrease (%)
Total assets 343356167029311511421634 10.22222490440299
Net assets attributable to shareholders of listed company 269103590654233903221946 15.05158410491916
Operating income 415485383936459979634282 -9.67387446770199
The net profit attributable to the shareholders of the listed company 4107368127733948052651 20.9928599364766 belongs to the listed company
Net profit of shareholders after deducting non recurring profit and loss of 3625412500330902262353 17.3221804657570
– 1338662275417524210317 -176.3922047900703 net cash flow from operating activities
Weighted average net assets 16.40 18.27 decreased by 1.87 percentage points 19.86 yield (%)
Basic earnings per share (RMB 1.03 0.92 11.96 0.79 / share)
Diluted earnings per share (RMB 1.03 0.92 11.96 0.79 / share)
3.2 main accounting data by quarter in the reporting period
Unit: yuan currency: RMB
First quarter second quarter third quarter fourth quarter
(January March) (April June) (July September) (October December)
Operating income 7552670157311003828693764505041581165415353845
Shares attributable to listed companies 444975256716082901953561398279214927043965
East’s net profit belongs to shares of listed companies
Deduction of non recurring items in East China 435843175811748676882413257999816014436365
Net profit after profit or loss
Cash generated from operating activities -2773896752040975797745 -5441798229027794529311
Net cash flow
