[Click eStock] "APR, Early Growth Stage of Global Home Beauty Device Market"

Hanwha Investment & Securities analyzed on the 6th that since the global home beauty device market is in its early growth stage, steady high growth across business divisions and countries is expected to continue for a long time for APR.

Han Yoo-jung, a researcher at Hanwha Investment & Securities, stated in the report on the same day, “APR has significantly strengthened its competitiveness by securing an annual production capacity of 6 million units through the completion of the Pyeongtaek factory,” adding, “This is the only large-scale production capability in the industry, enabling cost reduction and product defect rate improvement through production internalization, as well as faster product development speed.”

This means that by launching new products at various price points, APR can secure younger customers and those using home beauty devices for the first time, and it is expected to facilitate entry into overseas markets with lower purchasing power in the future.

The growth in overseas sales is also notable. He explained, “APR’s overseas sales exceeded domestic sales starting from the third quarter of this year, proving its growth,” and added, “In countries with a high understanding of beauty devices, we plan to expand the product lineup (SKU) through a D2C model, and in early-stage markets, we will expand entry through a B2B approach to broaden our global presence.”

Synergy effects between beauty devices and cosmetics are also emerging. He analyzed, “APR is maximizing cross-selling effects through package sales of beauty devices and cosmetics,” and “This strategy of attracting device purchasers to become cosmetics customers is working successfully, and continuous growth is expected in the domestic market through renewal of existing products and launch of new products.”

Furthermore, he stated, “With the release of lock-up periods for major shareholders in the early stages of listing, the overhang risk has been alleviated,” and forecasted, “Since the global home beauty device market is in its early growth phase, APR’s balanced growth across business divisions and countries will continue in the long term.”