The Chinese market rose by 24%, and Beiersdorf continued to increase its high-end

In the first three quarters, Beiersdorf achieved the growth of the whole brand and the whole region, and raised the annual forecast for 2022. The Group's sales in the Chinese market increased by 24% in the third quarter, which will further promote the high-end strategy in the Chinese market.

Today (October 27), Beiersdorf released the performance report for the first nine months of 2022. From January to September, the group's overall sales increased to 6.7 billion euros (about 48.67 billion yuan), with an increase rate of 11.1%. Among them, the sales volume of consumer business increased to 5.4 billion euros (about 39.22 billion yuan), with an increase rate of 11.7%; Sales of tesa tape business increased to 1.3 billion euros (about 9.44 billion yuan), an increase rate of 8.3%.

Although the market environment is full of challenges, all the brands under the Group have achieved organic growth, Nivea NIVEA grew by 10.8%, La Prairie by 5.5%, Derma by 25.3% and Healthcare by 12.8%.

Nivea, the core brand of the Group, has made important contributions to the personal care and skin care business. In addition to strong products such as sunscreen and deodorant, Nivea also performs well in facial and body care products. Nivea is growing in all regions, especially in emerging markets such as Latin America and India.

With the overall recovery of Asia in the third quarter, Nivea also saw significant growth in China. This is the first time that Nivea has successfully increased its market share in all regions and categories of the world.

Derma's brand Youselin and Aquaphor achieved an organic growth of 25.3% in sales, and their market share also increased. Since the beginning of the year, these two brands have achieved double-digit growth in all regions. This means that Derma's business performance in the first nine months of this year is significantly better than the overall market growth.

The continued strong online business and highly positive performance in North America and Latin America are significant drivers of sector growth. In addition, Yoselin's entry into the Polish market this year means that it has entered one of the largest skin beauty markets in Eastern Europe.

The organic growth of the luxury skin care brand Rapuny in the first nine months benefited from its outstanding performance in the third quarter. Rapuny recovered from the adverse impact of the epidemic in Shanghai, China, in the first half of this year. Strong Chinese business and good tourism retail business growth are the main driving forces for its growth.

In the third quarter, Beiersdorf's sales in the Chinese market increased by 24%

Beiersdorf specifically mentioned in the financial report that he will continue to promote the high-end strategy in China. In the future, the Group will also optimize its investment portfolio, focus on e-commerce, and evaluate cheaper categories to lead a successful breakthrough.

In the first half of this year, Nivea launched LUMINOUS 630 series of new products, including essence, sunscreen and eye cream night cream products. This series ranks second in the CBEC (cross-border e-commerce) ranking, focusing on facial care and the online market of even skin color and anti spot.

In order to promote the high-end strategy of the Chinese market, Beiersdorf stressed that it would accelerate the online layout of Leperney in China, including its efforts in tourism retail and e-commerce, and promote the layout of JD e-commerce.

In the last third quarter, the sales of Leperney in China increased by 41%. In the first month when she first settled in JD, she achieved twice the conversion rate of Tmall, expanding and diversifying the consumer base.

Based on the strong performance achieved in the third quarter and the good business performance in the current fiscal year 2022, Beiersdorf raised the guidance forecast of annual sales.

After considering the macroeconomic and geopolitical challenges, the ongoing price negotiations with retailers, and the uncertainties related to business development, the Group still assumes that the market will remain strong and the expected performance will be in the high range.

As a whole, the Group expects sales to grow by 9% to 10% in 2022. The comprehensive EBIT margin of continuing operations (excluding special factors) is expected to reach the level of last year.

The annual organic sales growth rate of the consumer business is estimated to be 9% to 10%. The Group is moving in the right direction in pricing, promoting a positive product portfolio and continuing to promote efficiency initiatives. Therefore, the Group confirms its guidance that the continuing operation of the consumer business sector (excluding special factors) has resulted in a slight increase in EBIT margin.

Vincent Warnery, CEO of Bayersdorf, said that, "We maintained the strong growth momentum in the first half of the year and achieved broad-based double-digit growth in the third quarter. We are getting more and more returns from our actions, making Nivea a more global and digital brand. This is the first time that our brand has successfully gained market share in all categories and regions. We have improved our sales guidance for the whole year, while recognizing the economic uncertainty in the fourth quarter Sex. "