美妆代运营瓶颈待破，若羽臣赴港筹钱

Core Viewpoint - Ruoyu Chen is planning to issue H-shares and apply for listing on the Hong Kong Stock Exchange, aiming to enhance its global strategy and capitalize on international capital integration [3][4]. Group 1: Company Overview - Ruoyu Chen, established in 2011, focuses on digital management of global consumer brands and primarily operates as a brand agency [3]. - The company went public on the Shenzhen Stock Exchange in 2020, becoming the first listed brand agency on the main board [3]. Group 2: Financial Performance - In 2021, Ruoyu Chen reported revenue of 1.288 billion yuan, a year-on-year increase of 13.44%, but net profit fell by 67.02% to 29.2 million yuan [3]. - In 2022, revenue decreased to 1.217 billion yuan, down 5.55%, while net profit increased by 15.55% to 33.74 million yuan [3]. - For 2024, Ruoyu Chen's revenue and net profit grew by 29.26% and 94.58%, respectively [5]. Group 3: Business Transformation - The company has initiated a transformation by launching its own brand, Zhanjia, in 2022, with a focus on household cleaning and health products [4]. - Zhanjia's strategic product, a scented laundry detergent, achieved sales exceeding 100 million yuan within months of launch [4]. - By 2024, revenue from Ruoyu Chen's own brands increased by 90.28%, accounting for 28.37% of total revenue [5]. Group 4: Market Challenges - The decline in e-commerce growth has affected Ruoyu Chen and other brand agencies, necessitating a search for new growth avenues [4]. - The agency business continued to decline, with revenue from this segment falling by 18.95% to 764 million yuan in 2024 [5]. Group 5: Future Strategy - Ruoyu Chen plans to continue building a multi-brand matrix and deepen its ecological layout across the industry [5]. - The upcoming Hong Kong listing is seen as a crucial step to secure funding for global expansion and brand incubation [5].