During the March 8th event, the head brand performed brilliantly, its Chinese brand Proya Cosmetics Co.Ltd(603605) leader had significant advantages, and both the main brand and sub brand achieved proud results. In addition, combined with the sales data of various platforms in January and February, the sales of cosmetics in China are differentiated, the strong ones of skin care products are always strong, and the domestic cutting-edge brands of color cosmetics compete with international brands.
Key points
Amoy platform: the sales growth of skin care products in January and February showed that the strong was always strong. In terms of brands, the mysteries of Proya Cosmetics Co.Ltd(603605) , baicaoji, Winona, Yilian, Dr. yu’er, lifuquan and sea blue in skin care products have increased compared with the same period last year, and the overall trend is that the strong is always strong. Skin care products, 1+2 month sales situation, the essence of products are more popular. According to the ranking of beauty and skin care brands on Amoy platform in January and February 2022, international brands are still in a dominant position; In the national brand, Proya Cosmetics Co.Ltd(603605) performs well. In terms of cosmetics, in the overall sales situation in January and February, overseas cosmetics brands maintain a leading position, and lipstick products dominate. In January and February 2022, among the top 10 brands in the sales of cosmetics products on Taoxi platform, overseas brands accounted for 70%, and huaxizi and colorkey domestic brands ranked among the top three (ranking second and third respectively).
Shaking platform: skin care products, tiktok Proya Cosmetics Co.Ltd(603605) maintains strong momentum. In January 2021 and February, overseas brands accounted for 7 seats in the top 10 brands of sales of the sales platform, and the average monthly sales of Estee Lauder and tiktok were over 200 million yuan. In terms of color make-up, domestic brands sell better than overseas brands in tiktok platforms. In January 2022 and February, the tiktok sales ranked 10 in the top 1 brands, and the domestic brands performed well. Hua Xizi, FV, Mao Geping and perfect diary were ranked 1, 2, 4 and 5 seats respectively. Among them, Hua Xizi had outstanding sales performance, and its monthly average sales volume was over 200 million yuan, and its position of superiority was remarkable.
All brands performed well in the March 8th Festival. The activity rules of the Queen’s day of Amoy platform are as follows: the first stage: 202202.27202203.04 at 18 PM, which is the pre-sale stage; The second stage: from 20:00 p.m. on March 4, 2022 to 23:59:59 p.m. on March 8, 2022. This stage is the stage of balance payment. The sales of the top ten brands in the Queen’s day of March 8 almost exceeded 200 million yuan, of which international brands accounted for a large proportion. In addition, the national brand leader Proya Cosmetics Co.Ltd(603605) also won proud achievements during the Queen’s day of March 8.
Investment advice
Cosmetics industry: in the past five years, the growth rate of China’s cosmetics market has led the world. At the same time, the brand competition has intensified and the online channel sales have increased rapidly. The channel changes are conducive to the rapid market expansion of domestic brands. Brands that can accurately grasp the needs of consumers and enhance the brand effect driven by diversified marketing are more likely to continue to expand the market. Recommendation: leading skincare products of Dermatology grade with product differentiation Yunnan Botanee Bio-Technology Group Co.Ltd(300957) ; Proya Cosmetics Co.Ltd(603605) , focusing on the strategy of large single products and constantly expanding the series of large single products; Self owned brands and brand agents operate two wheel drive. At present, Syoung Group Co.Ltd(300740) (its brand yunifang) is showing an upward turning point. It is suggested to pay attention to: the layout of the whole industry chain and the Bloomage Biotechnology Corporation Limited(688363) ; Multi brand strategic layout and continuous operation improvement Shanghai Jahwa United Co.Ltd(600315) (its brands Yuze and baicaoji).
The penetration rate of the medical terminal industry in China is relatively strong, and the demand of the medical terminal industry in the United States is relatively strong. At the same time, with the continuous improvement of R & D and technology of Chinese enterprises, domestic brands continue to expand the Chinese market with higher cost performance. In the current situation of stricter policy supervision and severely cracking down on the non-compliance and illegal medical and American market, it is beneficial to China’s leading enterprises. Recommendation: medical beauty leader with forward-looking differentiated product layout ability Imeik Technology Development Co.Ltd(300896) .
Major risks
The expansion of new products is less than expected; Industry competition intensifies; Policy risk; Product safety risk
