Impressive 618 with makeup brand making its debut to TOP 1; Maintain BUY

（以下内容从招银国际《Impressive 618 with makeup brand making its debut to TOP 1; Maintain BUY》研报附件原文摘录）
珀莱雅(603605)
Proya reported impressive results during the 618 promotion event with totalGMV ranking top/second on Tmall/Douyin’s cosmetic sector, buoyed byeffective hero product strategy and possibly more discounts. GMV growthreached +70%/+110% YoY on Tmall/Douyin, largely surpassing the platforms’sector total and international peers. Growth might be lower at the revenue levelas the return rate is raising industrywide. Proya makeup/hair care brands’ranking climbed to the top/top 10 on Tmall for the first time, suggesting newbrand development is proceeding well. We raise our 2024E/25E earningsestimates by c.20% to reflect success in 618 and solid 4Q23/1Q24 earnings.Maintain BUY with TP revised to RMB135.57, reflecting 35x 2024E P/E.
Impressive 618: retained throne on Tmall, ranked 2nd on Douyin.Based on data from third-party statistics, during the 618 shopping festival,Proya’s GMV maintained its champion status on Tmall and ranked secondon Douyin in cosmetic sector (behind Kans), surpassing all internationalpeers (Figure 1). YoY growth reached +70% and +110%, respectively,significantly outperforming the cosmetics GMV growth on platforms (-13.3% for Tmall+JD+PDD, +47.6% for Douyin) (Figure 2-3). The successis primarily due to: 1) effectiveness of the hero product strategy. Mainskincare brand ranked the first/second by GMV on Tmall/Douyin,respectively. 2) Possibly more discounts were offered as our preliminaryestimates indicate that Proya offered 7% more discount during 618compared to Double 11 2023 on Li Jiaqi's live broadcast event (Figure 4).
Makeup made its debut to the top, hair care entered top 10. During618, GMV of Timage on Tmall's makeup ranking reached the top for thefirst time (ranked the 7th/2nd during 2023’s 618 and 2023’s Double 11),with 80% YoY growth in GMV on Tmall, significantly outpacing theindustry's -14.2% (Tmall+JD+PDD). The company's makeup GMV on theDouyin platform remained flat YoY, possibly due to a strategic decision toforgo platforms with intense competition and higher cost. Hair care brand,Off&Relex (OR), made a notable entry into the top 10 of Tmall's hair caresector, with a 70% YoY increase in GMV. We believe that after this initialbreakthrough, OR is poised to become the company's next star brand.
Raise estimates. We raise 2024/25E revenue by c.20%. With a relativelystable GPM, we also lift NP estimates by c.20% in 2024/25E to reflect thesuccess in 618 and the solid 4Q23 & 1Q24 earnings (+39% & +46% YoY).Maintain BUY with TP revised to RMB15.57, representing 35x 2024E P/E.Risks: worse-than-expected macro climate, surprisingly high return ratefor 618 events, selling expense surge, and management changes