连续两年亏损、负债净额超20亿元 海拍客赴港IPO：母婴垂直电商的“悬崖一跃”？

Core Viewpoint - The article discusses the challenges faced by the maternal and infant vertical e-commerce platform, Haipai Ke, as it prepares for its IPO, highlighting its financial struggles and the competitive landscape of the industry. Financial Performance - Haipai Ke's projected revenues for 2022, 2023, and 2024 are 895 million RMB, 1.067 billion RMB, and 1.032 billion RMB respectively, with net profits turning from a slight profit of 1.012 million RMB in 2022 to losses of 56.54 million RMB in 2023 and 78.825 million RMB in 2024 [1][4] - The company's total transaction volume is expected to reach 11 billion RMB in 2024, with 22.2% of revenue coming from digital platform business and 77.7% from self-operated business [5][7] - Haipai Ke's sales costs have been rising year-on-year, leading to a decline in gross margin from 43.9% in 2022 to 32.5% in 2024 [8] Business Model and Strategy - The company initially focused on connecting supply and demand for maternal and infant care products in lower-tier cities, operating a dual model of platform and self-operated business [5][9] - As of December 31, 2024, Haipai Ke has developed 92 proprietary brands and established partnerships with 153 manufacturers, with over 38,000 paying buyers for its self-operated business [5][7] Industry Context - The maternal and infant e-commerce sector has faced significant challenges, with several competitors experiencing operational difficulties or shutting down, indicating a tough market environment [12][14] - Analysts suggest that the industry is under pressure due to diminishing population dividends and high customer acquisition costs, making it difficult for vertical e-commerce platforms to compete with larger, comprehensive e-commerce platforms [13][14] Future Outlook - Haipai Ke plans to enhance its proprietary brand development, introduce selected international brands, and improve its technological capabilities and IT infrastructure to address current challenges [14]