Company Overview - Shangmei Co., Ltd. is a multi-brand cosmetics group established in 2004, rebranded in 2015, and listed on the Hong Kong Stock Exchange in 2022, covering skincare, maternal and infant care, personal care, and makeup products [1] - The main brand, Han Shu, launched in 2003, is projected to be the second-largest domestic beauty brand in terms of online GMV in 2024, with the highest growth rate among leading beauty brands [1] - The company has capitalized on the growth of the Douyin platform, expecting rapid revenue growth from 2023 to 2024, with a compound annual growth rate (CAGR) of 59.3% for revenue and 130.5% for net profit from 2022 to 2024 [1] Industry Analysis - The Chinese cosmetics industry has shown fluctuating growth since 2020, with a projected market size of 537.2 billion yuan in 2024, reflecting a 2.0% year-on-year decline [2] - Mass-market cosmetics are expected to outperform high-end products, indicating a consumer preference for cost-effectiveness [2] - In terms of product categories, makeup and infant care are expected to perform better than the overall cosmetics market [2] - Domestic brands are leveraging online channels to gain market share, with Douyin emerging as a significant platform, where Han Shu ranked first in GMV for beauty products in 2023 [2] Brand Performance - Han Shu is positioned as a mass-market brand focusing on scientific anti-aging, targeting a broad user base and expanding through new product launches and category extensions [2] - The brand "Yi Ye" is capitalizing on the children's care market, expecting triple-digit revenue growth for two consecutive years from 2023 to 2024, supported by endorsements from well-known actors and parenting experts [2] - Other potential brands include a hair care brand targeting hair loss and a makeup brand in collaboration with makeup artists, indicating a strategy to diversify growth avenues [2] Profit Forecast and Investment Recommendation - The company is projected to achieve net profits of 1.06 billion yuan, 1.38 billion yuan, and 1.74 billion yuan for the years 2025 to 2027, with corresponding EPS of 2.65, 3.47, and 4.37 yuan [3] - The estimated PE ratios for 2025, 2026, and 2027 are 23, 18, and 14 times, respectively [3] - A target price of 86 HKD is set for the company, with an initial "buy" rating based on absolute and relative valuation results [3]
上美股份(2145.HK)：百尺竿头更进一步 从单品牌单平台向多品牌全渠道集团化蜕变