Commercial trade in-depth report: live broadcast traffic is decentralized, and brand marketing is powered by multiple platforms

Main points:

Market review of the sector: this week (12.20 ~ 12.24), Shenwan beauty care sector was – 1.61%. Shanghai Composite Index and gem index were – 0.39% and – 4.00% respectively. Shenwan beauty care sector beat Shanghai Composite Index by 1.22pct and outperformed gem index by 2.39pct.

From the beginning of the year to the end of this week (1.1 ~ 12.24), Shenwan beauty care sector + 0.72%, Shanghai Composite Index + 4.17% and gem index + 11.15%. Shenwan beauty care sector outperformed Shanghai Composite Index by 3.45pct and gem index by 10.43pct.

Wind medical beauty and cosmetics index: this week, the CSI 300 index was – 0.67%, and the wind medical beauty index was – 1.47%, underperforming the CSI 300 market by 0.8pct; Wind cosmetics index + 1.43%, outperforming the Shanghai and Shenzhen 300 market by 2.1pct.

Industry highlights:

After investigation, Zhejiang provincial taxation bureau, Huang Wei (Weiya) during the period from 2019 to 2020, Huang Wei evaded 643 million yuan of tax by hiding personal income, fictitious business, changing the nature of income, false declaration, etc., and other underpaid taxes were 60 million yuan. In the process of tax investigation, Huang Wei was able to cooperate with and take the initiative to make up 500 million yuan of tax, and at the same time take the initiative to report tax related violations that the tax authorities have not mastered. Taking into account the above circumstances, Huang Wei Wei recovered taxes, collected late fees and fined a total of 1.341 billion yuan. (Zhejiang Taxation Bureau)

Company announcement:

Shanghai Haohai Biological Technology Co.Ltd(688366) : Lou Guoliang, a shareholder of less than 5%, plans to reduce his holdings of no more than 791000 shares of the company from three trading days from the date of announcement to December 31, 2021, accounting for no more than 0.45% of the total share capital of the company. Jinfa Labi Maternity & Baby Articles Co.Ltd(002762) : the proposal on the transfer of 20% equity of mirlele held by Guangdong Rabbi, a wholly-owned subsidiary, was reviewed and approved, and the equity transfer offer will be given priority to the management shareholders of mirlele.

Investment advice

Key events this week: 1. Anchor Weiya was fined for tax evasion, and then her multi network account was closed (Zhejiang provincial taxation bureau)

(1) Cosmetics industry: e-commerce live broadcasting has become one of the channels for cosmetics sales and brand building. Super anchor has gathered a lot of traffic, but the effect of talent with goods on brand stickiness is limited, and there is uncertainty in the profitability while giving birth to the transaction scale of Gmv. The mode of cooperation with head anchor from the perspective of brand is more inclined to make products reach the potential In the consumer group, to realize the repurchase and drive the improvement of brand awareness. Therefore, we are optimistic about brands with self broadcasting ability and generation operators with excellent performance. Focus on: [ Yunnan Botanee Bio-Technology Group Co.Ltd(300957) ] subdivide the leaders in the field of sensitive muscle skin care; [ Proya Cosmetics Co.Ltd(603605) ] diversified high-quality brands; [ Shanghai Jahwa United Co.Ltd(600315) ] multi category development and continuous innovation to create new items; [ Guangdong Marubi Biotechnology Co.Ltd(603983) ] mainly focuses on medium and high-end, with rich marketing and distribution channels; [ Syoung Group Co.Ltd(300740) ] strong operation capacity and gradual improvement of category structure;

(2) Medical beauty industry: the demand side of the medical beauty industry continues to expand, the supply side products are more diversified, and the policy side strengthens the supervision of medical beauty institutions and medical beauty products. It is optimistic about upstream medical beauty enterprises with class III medical device certificates and perfect product matrix layout and downstream medical institutions with long-term standardized operation. Attention: [ Bloomage Biotechnology Corporation Limited(688363) ] local hyaluronic acid raw material leaders; [ Imeik Technology Development Co.Ltd(300896) ] Tongyan needle is heavily listed and differentiated to meet higher demand; [ Huadong Medicine Co.Ltd(000963) ] overall layout of medical and American business; [ Shanghai Haohai Biological Technology Co.Ltd(688366) ] integration of R & D, production and sales; [tetracyclic medicine] botulinum toxin + double antibody go hand in hand; Pay attention to Lancy Co.Ltd(002612) and so on.

Risk statement

Risk of intensified industry competition; Uncertainty of industry regulatory policies; Macroeconomic fluctuations, etc.

 

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