Core Viewpoint - Lin Qingxuan, a domestic skincare brand, has officially initiated its IPO process by submitting a prospectus to the Hong Kong Stock Exchange, aiming for a valuation of approximately 38.26 billion RMB with a projected revenue of 1.209 billion RMB and a net profit of 187 million RMB for 2024 [2][15]. Financial Performance - In 2024, Lin Qingxuan's revenue is expected to reach 1.209 billion RMB, with a net profit of 187 million RMB, marking a significant increase from a loss of 5.93 million RMB in 2022 [2][15]. - The company's revenue structure remains heavily reliant on direct sales, with 398 million RMB from direct stores, accounting for over 90% of total revenue, while income from franchise and joint venture stores is only 45.76 million RMB [3][5]. Market Positioning - Lin Qingxuan positions itself as a high-end brand, comparable to foreign brands, but faces challenges in establishing a strong market presence and brand recognition in high-end retail environments [8][14]. - The brand's gross margin stands at 86% for direct stores, significantly higher than the 71.5% for cooperative stores, indicating a disparity in profitability between the two sales channels [5][13]. Growth Strategy - The company has opened its franchise system in 2023 to accelerate offline expansion, but the results have not yet yielded significant revenue growth, with franchise and joint venture stores showing lower efficiency compared to direct stores [3][7]. - Lin Qingxuan's future growth strategy will focus on optimizing its joint venture model and enhancing product development and financial structure to support long-term valuation [2][15]. Competitive Landscape - Compared to competitors like Maogeping, Lin Qingxuan's market share and positioning in the high-end skincare segment are still developing, with both brands claiming to be the only domestic brands competing with foreign counterparts [8][11]. - The brand's R&D investment is relatively low at 2.56% of revenue, which is below industry leaders, indicating a need for increased investment in innovation to strengthen its high-end positioning [14]. Leadership and Market Sentiment - The founder, Sun Laichun, has significantly influenced the brand's growth through active participation in live-streaming sales, which has raised concerns about the sustainability of this growth model [15][16]. - Recent market trends show a recovery in the Hong Kong consumer sector, providing a favorable environment for Lin Qingxuan's IPO, as other beauty brands have seen their stock prices double [17].
拆解林清轩：38亿估值背后，谁才是港股高端一哥
3 6 Ke·2025-06-10 23:20