This week’s view: Shiseido will focus on high-end and skin care products in the future. (1) Shiseido China has sold its brand Bomei Za Jirui. The acquirer is uruoi, a beauty brand management company. The transaction is expected to be completed in March 2022. Shiseido group is implementing win 2023 medium and long-term business strategy and gradually focusing on the business architecture with skin beauty as the core. The company promotes business transformation and focuses on developing leading brands to strengthen its business foundation and develop into a global skin beauty group. By 2023, 80% of the company’s sales should come from skin care products. (2) Since 2016, Bomei brand has encountered sales difficulties, and its offline sales will be terminated in 2020. Shiseido released Proya Cosmetics Co.Ltd(603605) in 2001. It is a professional botanical skin care brand designed by Japanese Shiseido for Chinese women. It is the first cosmetics brand created by Shiseido for the Chinese market and the first brand to sink the CS channel. (3) Grasping high-end brands and online channels is still the trend of beauty brands in the future. After the epidemic, due to the rising cost of bulk commodities and freight, the major beauty Giants increased after tax additional costs, and beauty giants such as P & G and Estee Lauder raised prices one after another. On the one hand, it provides a higher premium space, on the other hand, it is conducive to maintaining the high-end brand image.
Industry information: medical and beauty institutions were punished for publishing illegal advertisements, and JD’s first professional liquor store opened in Beijing.
(1) medical and American institutions are suspected of violating the measures for the administration of medical advertisements and publishing illegal advertisements, which are punished by the market supervision department. Zhishanmei Medical Beauty Clinic Co., Ltd. and Hefei Allmed Medical Products Co.Ltd(002950) Beauty Clinic Co., Ltd. were recently punished by the market regulatory department for publishing illegal advertisements on meituan app. It is understood that the two medical and American institutions are suspected of violating the relevant provisions of the measures for the administration of medical advertising, are ordered to correct their illegal acts, and are fined 600 yuan and 1294 yuan respectively. (2) Beiersdorf announced its investment in Germany’s cutting-edge online skin diagnosis and treatment platform. On January 11, bayersdorf, the parent company of Nivea and lepany, announced that it would invest in German cutting-edge online skin diagnosis and treatment platform dermanostic through its venture capital department Oscar & Paul. It is understood that the company provides application-based dermatology diagnosis services. If the patient uploads three photos and fills in the medical history, a dermatologist will diagnose within 24 hours. At the same time, it can provide rapid solutions for personal skin problems. (3) Jingdong wine store Shuangjing Fuli store opened in Beijing. 100% of the goods are directly supplied by JD, covering special services such as 3km delivery of online orders. Jingdong wine store is equipped with professional resident consultants to provide users with personalized wine purchase consulting services, and will regularly hold wine tasting and other cultural cross-border activities; In terms of wine delivery service, Jingdong liquor stores open up online orders within a 3-kilometer radiation range to meet consumers’ real-time consumption demand for drinks.
Investment suggestion: tmall beauty’s overall growth rate is under pressure, which will further test the brand’s product strength and omni-channel layout ability. It is recommended to focus on the head domestic products Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Bloomage Biotechnology Corporation Limited(688363) with product and operation strength; With the official release of the standard for the quality management of cosmetics production, the importance of cosmetics quality control is highlighted, the industry threshold will be raised, and Nanjing Cosmos Chemical Co.Ltd(300856) with international competitiveness will be recommended. Continue to be optimistic about the prosperity of diamond cultivation, and recommend North Industries Group Red Arrow Co.Ltd(000519) , Henan Liliang Diamond Co.Ltd(301071) . Continue to recommend the leading Imeik Technology Development Co.Ltd(300896) of medical beauty with rapid performance growth.
Risk tip: the overall consumer demand is weak, the industry competition is intensified, and the project progress is less than expected.
