乐自天成收入向好仍持续亏损：负债率高企现金流转负，市场份额偏弱

Core Viewpoint - Beijing Lezitiancheng Cultural Development Co., Ltd. (also known as "52TOYS") is seeking to list on the Hong Kong Stock Exchange, with rapid revenue growth but still facing challenges in profitability and IP licensing risks [1]. Financial Performance - Lezitiancheng's revenue from product sales has increased from 457 million yuan in 2022 to 629 million yuan in 2024, accounting for over 98% of total revenue during this period [2][4]. - The company reported revenues of 463 million yuan, 482 million yuan, and 630 million yuan for the years 2022, 2023, and 2024, respectively, with gross profits of 134 million yuan, 195 million yuan, and 252 million yuan, leading to gross margins of 28.9%, 40.5%, and 39.9% [4][5]. - Despite revenue growth, the company recorded net losses of 1.71 million yuan, 71.93 million yuan, and 122 million yuan for the same years, with adjusted net profits showing a similar trend [5][6]. Revenue Sources - Over 50% of Lezitiancheng's revenue comes from licensed IP products, with sales from licensed IP increasing from 233 million yuan in 2022 to 406 million yuan in 2024 [9][10]. - The company has diversified its sales channels, with significant contributions from distributors and direct sales, accounting for over 90% of total revenue [3][4]. Market Position - Lezitiancheng ranks second among multi-category IP toy companies in China by GMV, with a market share of 1.2% in the overall IP toy market, significantly lower than the leading competitors [6][13]. - The Chinese IP toy market is expected to grow at a compound annual growth rate of 17% over the next five years, indicating potential for future expansion [6]. Operational Challenges - The company faces high operational costs, with total expenses for sales, marketing, and administration accounting for approximately 34.17% of total revenue in 2024 [6][7]. - Inventory and accounts receivable management pose risks, as the company has seen an increase in inventory and trade receivables, leading to negative cash flow in 2024 [7][8]. Future Plans - The IPO proceeds will be allocated to diversifying and strengthening the IP matrix (20%), expanding domestic and international direct sales channels (25%), improving marketing activities (15%), potential investments or acquisitions (10%), and general corporate purposes (10%) [15].