“90后”新中产，又“捧出”一家拟上市公司！

Core Viewpoint - BUTONG GROUP, a rising brand in the maternal and infant products sector, has received approval for its overseas listing in Hong Kong, marking a significant milestone for the company that originated from Xiaohongshu [1][3]. Company Overview - BUTONG GROUP aims to target new middle-class families with an average age of 35, offering high-end durable consumer products such as baby strollers, car seats, and baby carriers [3]. - The brand BeBeBus, launched in 2019, has quickly gained traction, achieving a notable presence in the capital market within six years [3]. Financial Performance - The company's revenue for 2022, 2023, and the first nine months of 2024 was reported at RMB 507.02 million, RMB 852.10 million, and RMB 884.27 million, respectively, with corresponding net profits of -RMB 21.23 million, RMB 27.22 million, and RMB 46.42 million [5][6]. - In 2023, the company achieved profitability for the first time, with a net profit margin of 7.1% [5][6]. Marketing and Sales Strategy - Marketing expenses have been significant, with sales and distribution costs for 2022, 2023, and the first nine months of 2024 amounting to RMB 189 million, RMB 286 million, and RMB 271 million, representing 37.2%, 33.5%, and 30.6% of total revenue, respectively [9]. - Over 70% of these expenses are allocated to marketing promotions, utilizing a multi-channel marketing strategy to enhance brand influence [9][10]. Investment and Valuation - Since its establishment in 2019, BUTONG GROUP has completed three rounds of external financing, with Tiantu Investment being the primary investor [12][13]. - The company's valuation surged from approximately RMB 300 million in 2020 to RMB 2 billion by August 2021, reflecting a nearly sixfold increase in just nine months [13]. Shareholding Structure - As of now, Tiantu Investment holds 9.24% of the company, while other investors like Gaorong Capital and TaiKang Life hold 9.8% and 5.15%, respectively [14][16].