The Queen's day has a brilliant sales, multi platform layout at the brand end and different "playing methods", which has achieved good results. On February 27, the pre-sale of tmall Queen's Day was opened. The sales of Li Jiaqi's live studio reached 2.825 billion yuan, nearly four times the total sales of his and Weiya's live studio in the same period last year, of which beauty makeup accounted for about 80%. The main brands of major listed companies also better grasp the festival dividends by launching new products in advance, official publicity spokesmen or brand image ambassadors. From (2.27-3.5) pre-sale + spot official flag sales: 1) Yunnan Botanee Bio-Technology Group Co.Ltd(300957) : Winona Gmv is 5783w / + 93%, and the sales volume is 339900 pieces / + 66%; 2) Bloomage Biotechnology Corporation Limited(688363) : runbaiyan gmv1536w / + 18%, sales 63300 pieces / + 75%; Cuddy: Gmv 2588w / + 126%, sales 63300 pieces / + 75%, mibel Gmv 797w / + 94%, sales 47200 pieces / + 222% The Gmv of BM muscle is 1151w / + 470%, and the sales volume is 66700 pieces / + 451%; 3) Proya Cosmetics Co.Ltd(603605) : Proya Cosmetics Co.Ltd(603605) Gmv is 146 million yuan / yoy + 272%, sales volume 567300 pieces / + 103%, Caitang Gmv is 14 million yuan / yoy + 319%, sales volume 77600 pieces / yoy + 352%. According to the official "war report" Proya Cosmetics Co.Ltd(603605) official flag opened for 58 minutes, exceeding the full cycle Gmv of 3.8 sections last year. According to the data of feigua, as of March 5, the top three Gmv brands of China US cosmetics brands of A-share listed companies in the Amoy + shake queen Shopping Festival were Proya Cosmetics Co.Ltd(603605) (184 million), Winona (8904w) and kwadi (6928w).
In January and February, the growth rate of the industry recovered, and the main brands including Amoy + shake achieved positive growth. In February, Tmall made up GMV130 billion yuan /+30%, 1-2 months total GMV217 billion yuan /-3%, 1-2 months tiktok platform beauty makeup company realized a total of GMV135 billion, accounting for 44% of Tmall's market, combined with the sales of Queen's day, we expect March industry growth will be warmer. According to the data of Tao and Fei, the brand differentiation continues to be played out in the Amoy tiktok platform, and some brands have shifted to the main battlefield. ① Yunnan Botanee Bio-Technology Group Co.Ltd(300957) : Winona brand Amoy + shake has achieved a total Gmv of 242 million yuan / yoy + 76%; ② Proya Cosmetics Co.Ltd(603605) : two brands achieve gmv4 5.9 billion yuan, Proya Cosmetics Co.Ltd(603605) brand Amoy + shake achieved 391 million yuan / yoy + 52% of Gmv; Caitang brand Amoy + shake to achieve gmv0 6.8 billion yuan / yoy + 57%; ③ Bloomage Biotechnology Corporation Limited(688363) : four brands achieve gmv4 With 1.3 billion yuan, the growth rate of mibel and BM muscle brand is relatively high, and mibel's brand Amoy + shake has achieved gmv0 4.2 billion yuan / yoy + 28%, and BM live brand Amoy + shake has achieved gmv1 3 billion yuan / yoy + 111%.
Investment suggestion: the mood of cultivating diamond sector is gradually warming up, and "leading" enterprises have layout opportunities. Continue to recommend Henan Liliang Diamond Co.Ltd(301071) , North Industries Group Red Arrow Co.Ltd(000519) , and pay attention to Henan Huanghe Whirlwind Co.Ltd(600172) , Sf Diamond Co.Ltd(300179) , Beijing Worldia Diamond Tools Co.Ltd(688028) and Sinomach Precision Industry Co.Ltd(002046) . Optimistic about the prosperity of gold and jewelry sector, it is recommended to pay attention to Chow Tai Seng Jewellery Company Limited(002867) , Chow Tai Fook, Guangdong Chj Industry Co.Ltd(002345) and Mclon Jewellery Co.Ltd(300945) . The mother infant sector benefits from the policy catalysis, and it is suggested to pay attention to Kidswant Children Products Co.Ltd(301078) , Shanghai Aiyingshi Co.Ltd(603214) . We are optimistic about the rise of the "leader" of domestic medical beauty and beauty makeup, and recommend Imeik Technology Development Co.Ltd(300896) , Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Bloomage Biotechnology Corporation Limited(688363) , Proya Cosmetics Co.Ltd(603605) , and we suggest paying attention to Shanghai Jahwa United Co.Ltd(600315) , Lushang Health Industry Development Co.Ltd(600223) , Syoung Group Co.Ltd(300740) , Guangdong Marubi Biotechnology Co.Ltd(603983) ; The implementation of monitoring management measures is beneficial to the upstream "leaders" Nanjing Cosmos Chemical Co.Ltd(300856) , Jahen Household Products Co.Ltd(300955) .
Risk tip: the promotion of new products is less than expected, the demand for cultivating diamonds is less than expected, and the price of raw materials has risen sharply
