Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company reported a revenue of 5.736 billion yuan in 2024, representing a year-on-year increase of 3.9%, while the net profit attributable to shareholders was 503 million yuan, down 33.5% [5] - In Q1 2025, the company achieved a revenue of 949 million yuan, a decrease of 13.5%, and a net profit of 28 million yuan, down 84.0% [5] - The report anticipates a recovery in profit after adjustments, with projected net profits for 2025-2027 at 672 million, 803 million, and 927 million yuan respectively, with corresponding EPS of 1.59, 1.90, and 2.19 yuan [5] - The company is expected to maintain a reasonable valuation with a current PE of 25.4 for 2025, 21.2 for 2026, and 18.4 for 2027 [5] Financial Performance Summary - Revenue for 2024 is projected at 6.277 billion yuan, with a year-on-year growth of 9.4% [8] - The gross profit margin for 2024 is expected to be 73.8%, consistent with previous years [8] - The net profit margin is projected to improve to 10.5% in 2025, up from 8.6% in 2024 [8] - The company’s return on equity (ROE) is expected to rise to 9.6% in 2025 from 8.0% in 2024 [8] Brand and Channel Performance - The main brand, Winona, focuses on sensitive skin solutions, with a strategy to enhance average transaction value through single products and sets [6] - In 2024, the revenue from the Winona brand was 4.909 billion yuan, a decrease of 5.5% year-on-year, while other brands like Aikeman and Jirei saw significant growth [6] - Online sales channels generated 3.912 billion yuan in revenue, reflecting a 10.1% increase, while offline channels saw a decline of 10.7% [6] Market Outlook - The report indicates that after adjustments, growth is expected to resume, supported by a well-established brand matrix in the sensitive skin care segment [5] - The company is also expanding its presence in international markets, having entered mainstream beauty channels in Thailand [7]

2024 年销售/管理/研发费用率分别同比+2.71/+1.46/-0.27pct，2025Q1分别同比 +9.30pct/+5.54pct/+3.13pct，收入压力导致费用率持续上行。营运能力方面，公司2024 年/2025Q1 存货 周转天数分别同比减少15 天/9 天；主要由于新系统完善、自产比例增加及砍掉长尾产品。 风险提示：宏观环境风险，新品销量不及预期，行业竞争加剧。 投资建议：公司目前处于品牌矩阵打造以及渠道战略转型期，短期业绩承压明显，但主品牌薇诺娜在敏 感肌护肤领域仍有深厚的消费者认可度。同时公司围绕中国皮肤健康生态，积极拓展医美及大健康领域 布局，有望带动长期发展。考虑公司新品培育周期拉长，同时转型期各项费用率仍维持高位，我们下调 2025-2026 归母净利至6.87/8.22（原值为8.26/9.42）亿，并新增2027 年预测9.08 亿元，对应PE 分别为 25/21/19x，维持"优于大市"评级。 多方原因致业绩承压。公司2024 年实现营收57.36 亿/yoy+3.87%；归母净利5.03 亿/yoy-33.53%；扣非归 母净利2.40 亿/yoy-61.12%。归母净利 ...

24 年及1Q25 业绩低于我们预期 发展趋势 基于公司尚处产品及渠道调整阶段，下调25-26 年净利润预测22%/17%至6.7/7.9 亿元，当前股价对应25- 26 年26/22x P/E。维持跑赢行业评级，基于盈利预测调整及板块估值中枢上行，下调目标价12%至53 元，对应25-26 年33/29P/E，有31%的上行空间。 1、主品牌薇诺娜聚焦核心单品，子品牌培育稳步推进。①分品牌：24 年主品牌薇诺娜收入同比-5.5% 至49 亿元，品牌发布2.0 战略，持续聚焦大单品战略，明星单品特护霜完成2.0 升级，于天猫双11 期间 敏感肌面霜赛道蝉联榜首；修白瓶位列抖音双11 美白精华Top1；薇诺娜宝贝收入同增34.0%至2.0 亿 元；AOXMED 收入同增65.6%至0.6 亿元，新并购品牌姬芮/泊美分别贡献收入4.7/0.5 亿元；②分渠 道：24 年线上收入同比+10.1%，其中抖音渠道同比+31%，表现亮眼；OMO/线下收入同比分 别-0.4%/-10.7%。 风险 2、产品聚焦、渠道控价带动1Q25 毛利率显著优化，资产减值损失、营销投放增加导致24 年及Q1 净利 率同比下滑。24 年/ ...

事件 盈利预测与投资建议 考虑到公司组织变革仍在持续，我们预计公司2025-2027 年收入分别为63.38/69.40/75.16 亿元，对应增 速分别为10.5%/9.5%/8.3%；归母净利润分别为7.37/8.46/9.37 亿元，对应增速分别为 46.6%/14.7%/10.8%；EPS 分别为1.74/2.00/2.21 元/股，维持"买入"评级。 风险提示：行业竞争加剧的风险；销售平台相对集中的风险；销售季节性波动的风险 公司发布2024 年年报与2025 年一季报：2024 年营收57.36 亿元（同比+3.9%），归母净利润5.03 亿元 （同比-33.5%）；2025Q1 营收9.49 亿元（同比-13.5%），归母净利润0.28 亿元（同比-84.0%）。 组织变革持续推进，利润增长短期承压 2024 年营收增长稳健，利润增长波动，主要源于：1）美妆行业2024 年"双11"等线上大促活动销售普遍 不如预期，公司未达成"双11"预期销售目标；2）市场竞争加剧影响，公司营销费用投入增加；3）悦江 投资业绩承诺未能如期完成，公司基于谨慎性原则，计提长期资产减值准备金；4）公司长期资产折旧 摊 ...

24 年线上阿里系增长承压，抖音京东等增速较快24 年公司阿里系/抖音系/京东系三方平台销售收入分 别达17.3/8.27/5.27 亿元，同比分别-2.07%/+30.96%/+40.69%。因线上获客成本提升及人员费用影响，公 司毛利率略降（73.74%/yoy-0.16pct），同时销售费用率也因品牌建设投入及全域营销扩展提升2.71pct 至49.97%。 盈利预测与估值 24 年营收57.36 亿元/yoy3.87%；归母净利5.03 亿元/yoy-33.53%。25Q1营收9.49 亿元/yoy-13.51%，归母 净利2834.05 万元/yoy-83.97%。24 年及25Q1 利润同比下滑主要系线上大促销售承压、市场竞争加剧致 营销费用攀升、资产减值计提及运营成本上升等多重因素叠加所致。25Q1 公司聚焦核心品类，毛利率 已有显著优化，奠定良好产品基础。期待公司后续恢复增长及盈利能力修复。维持买入评级。 主品牌增长阶段性放缓，瑷科缦及薇诺娜宝贝快增24 年薇诺娜营收49.09 亿元/yoy-5.41%；瑷科缦 （AOXMED）锚定高端抗衰市场，营收yoy66%至5992 万元；薇诺娜宝贝深耕 ...

根据年报数据，贝泰妮2024年全年实现营业收入57.36亿元，同比增长3.87%，尽管归母净利润受到多重因素影响，同比下降33.53%至5.03亿元，但公司核心 财务指标仍保持健康，资产总额达83.04亿元，净资产规模突破60亿元。 | | 2024 年末 | 2023 年末 | 本年末比上年 增減 | | --- | --- | --- | --- | | 总资产 | 8,303,551,892.22 | 7.506.930.342.79 | 10 | | 归属于上市公司股东的净资产 | 6,049,901,389.45 | 5,860,994,371.02 | 3 | | | 2024 年度 | 2023 年度 | 本年比上年 | | | | | 增減 | | 营业收入 | 5,735,865,254.21 | 5.522.168.263.00 | 3 | | 归属于上市公司股东的净利润 | 503,053,586.13 | 756,795,007.56 | -33 | | 归属于上市公司股东的扣除非经常性损 | 240,289,033.33 | 618.058.791.53 | -61 | | 益的净利 ...

出品：新浪财经上市公司研究院 作者：新消费主张/cici 上市4年，贝泰妮交出了上市以来最差的一份财报，营收微增，归母净利润大幅下降。2024年，公司营业收入为57.4亿元，同比上升3.9%；归母净利润为 5.03亿元，同比下降33.5%；扣非归母净利润为2.4亿元，同比下降61.1%。 贝泰妮的这份年报，实则也属意料之中。公司业绩过度依赖的主品牌"薇诺娜"近年来势能下滑严重，2024年该品牌销售额同比下降5.45%，而其他品牌又难 接力增长，进而拖累公司整体业绩。 向内求增长不能如意，贝泰妮2023还试图通过收并购、对外投资等方式加速品牌多元化。2023年，贝泰妮收购悦江投资51%股权，但该标的2023年及2024年 均未完成业绩承诺，业绩完成率分别为86.2%、34.47%，计提商誉减值损失进一步拖累了贝泰妮的利润水平。 贝泰妮陷入业绩颓势：营收增长乏力、盈利能力持续下滑 市值蒸发超千亿 炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 2021年，贝泰妮顶着"药妆第一股"的光环登陆创业板，上市初期贝泰妮股价一度飙升至289.35元/股，总市值一度高达1205亿。然而，截至2025 ...

曾被冠以"药妆茅"称号的贝泰妮，在2025年一季度遭遇上市以来最严峻挑战。财报显示，公司当期营业 收入9.49亿元，同比下滑13.51%；归母净利润仅2834.05万元，同比暴跌83.97%。曾经支撑市值突破千 亿的薇诺娜品牌，如今面临增速持续放缓、市场地位动摇的困境，这家功效性护肤龙头正站在转型的十 字路口。 作为支柱品牌，薇诺娜的持续失速成为贝泰妮最大的风险源。这种颓势不仅源于功效性护肤赛道竞争白 热化，更深层原因在于品牌布局方面的后知后觉，及新品牌未能有效接力薇诺娜。 贝泰妮的困局揭示了中国美妆企业"重营销轻研发"模式的局限性。当流量红利消退、消费者趋于理性， 唯有重建技术壁垒、夯实产品力才能破局。公司亟需停止盲目并购，将资源聚焦于活性成分创新、医研 共创体系完善等核心领域。否则，随着珀莱雅、华熙生物等对手在功效赛道持续加码，贝泰妮的市场份 额恐将进一步流失。 注：本文结合AI生成。 责任编辑：AI观察员 除此之外，公司曾经倚重的线上渠道显露疲态，2023年天猫双11期间，薇诺娜在美妆类目排名从第5位 跌至第9位。线下渠道同样承压，商超专柜因客流锐减出现撤柜潮，CS渠道则受制于高额返利政策侵蚀 利润。 ...

Investment Rating - The investment rating for the company is "Outperform the Market" [6][4][18] Core Views - The company's performance is under pressure due to multiple factors, including disappointing sales during major promotional events and high marketing costs on platforms like Douyin. The net profit for 2024 is expected to decline by 33.53% year-on-year, while revenue is projected to grow by 3.87% [1][7] - The main brand, Winona, continues to have strong consumer recognition in the sensitive skin care sector, despite short-term performance challenges. The company is actively expanding into the medical beauty and health sectors, which may drive long-term growth [4][18] - The company is currently in a brand matrix development and channel strategy transformation phase, with high expense ratios impacting profitability during this transition [4][18] Financial Performance Summary - For 2024, the company is expected to achieve revenue of 57.36 billion, a year-on-year increase of 3.87%, and a net profit of 5.03 billion, a year-on-year decrease of 33.53% [1][7] - The first quarter of 2025 shows a revenue of 9.49 billion, down 13.51% year-on-year, and a net profit of 0.28 billion, down 83.97% year-on-year [8] - The gross margin for 2024 is projected at 73.74%, a slight decrease of 0.16 percentage points year-on-year, while the first quarter of 2025 shows an improvement in gross margin to 77.47% [12][3] Brand and Channel Performance - In 2024, the main brand Winona generated revenue of 49.1 billion, a decrease of 2.8% year-on-year, while the sub-brand Winona Baby saw a revenue increase of 34.03% to 2 billion [2][8] - Online sales channels achieved revenue of 39.12 billion in 2024, a year-on-year increase of 10.13%, with significant growth on platforms like Douyin and JD [9][2] - The offline channel revenue decreased by 10.72% year-on-year to 12.74 billion, indicating a shift in consumer purchasing behavior towards online platforms [9][2] Expense and Profitability Metrics - The sales expense ratio for 2024 is projected to increase by 2.71 percentage points year-on-year to 49.97%, reflecting higher marketing investments [12][3] - The company plans to distribute a cash dividend of 6 yuan per 10 shares for 2024, representing a payout ratio of 50% of net profit [1][7] - The net profit forecast for 2025-2026 has been revised down to 6.87 billion and 8.22 billion, respectively, due to prolonged new product development cycles and high expense ratios during the transformation period [4][18]

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [5] Core Views - The company experienced a temporary pressure on performance, but the makeup business showed remarkable growth [1] - The skincare segment's revenue decreased by 1.41% year-on-year, while the makeup segment's revenue surged by 226.48% [3] - The company is focusing on multi-brand development with Winona as the core brand, aiming to enhance customer value through a combination strategy of single products and sets [4] Financial Performance Summary - For 2024, the company reported a revenue of 5.736 billion yuan, a year-on-year increase of 3.87%, and a net profit attributable to the parent company of 503 million yuan, a decrease of 33.53% [1] - The gross profit margin for 2024 was 73.74%, a slight decrease of 0.16 percentage points year-on-year [2] - The company’s revenue for Q1 2025 was 949 million yuan, down 13.51% year-on-year, with a net profit of 28 million yuan, down 83.97% [1] Segment Performance Summary - The skincare segment accounted for 83.70% of total revenue in 2024, while the makeup segment contributed 9.60% [3] - Online sales increased by 10.13% year-on-year, representing 68.21% of total revenue, while offline sales decreased by 10.72% [3] Future Projections - Revenue projections for 2025-2027 are 6.335 billion, 7.260 billion, and 8.491 billion yuan respectively, with net profits of 760 million, 923 million, and 1.057 billion yuan [4] - The company is expected to maintain a stable position in the market while exploring overseas expansion [4]