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“二代”手中的珀莱雅,“慢”了

Core Viewpoint - The domestic cosmetics industry leader, Proya Cosmetics Co., Ltd. (603605.SH), has experienced a decline in growth rates in the first half of this year, marking the lowest revenue and net profit growth since 2021 [2][3] Group 1: Financial Performance - Proya reported revenue of 5.362 billion yuan, a year-on-year increase of 7.21%, and a net profit of 799 million yuan, up 13.8% [2] - The growth rates for both revenue and net profit are the lowest since the first half of 2021, where revenue growth was above 35% and net profit growth ranged from 25% to 70% [2] - Online channel revenue reached 5.109 billion yuan, growing by 9.17%, with its share of total revenue increasing from 88.27% in the first half of 2022 to 95.39% in the first half of 2023 [5] Group 2: Management Changes and Strategy - Since the appointment of the new management team led by Hou Yameng, Proya has initiated a series of internal reforms aimed at achieving the vision of becoming a top ten global beauty brand in the next decade [3] - Key personnel changes include the appointment of a Chief Digital Officer and other roles with international backgrounds, reflecting a shift in the company's operational focus [3][4] - The management has shifted its approach to traffic acquisition, emphasizing "capturing high-value traffic" and "content cultivation" rather than merely competing for traffic [3][4] Group 3: Cost Management and Efficiency - Proya has adopted a strategy focused on "cost reduction and efficiency enhancement," particularly in response to rising traffic costs and intensified competition in the beauty industry [4] - The company has established a digital value assessment system based on ROI (Return on Investment) to ensure that technological investments translate into measurable business growth [4] Group 4: Future Plans - Proya announced plans to initiate a Hong Kong stock listing, which is seen as a crucial step towards internationalization and enhancing the company's capital strength and competitiveness [6] - If successful, Proya will become the first domestic beauty company to be listed in both A-share and H-share markets [7]