Proya(SH:603605) Xin Lang Cai Jing·2025-08-30 11:13Core Viewpoint - Proya has made significant management changes and announced plans for a secondary listing in Hong Kong, aiming to accelerate its international strategy and expand overseas business, despite facing slowing growth in its core brand revenue [3][5][6]. Management Changes - Proya appointed Guo Xiao as the Chief Marketing Officer (CMO), who has over 10 years of experience in brand strategy and marketing in the consumer sector [4]. - The company also appointed Xue Xia as the new board secretary, who brings extensive experience in capital market operations and multinational management [4]. Secondary Listing - Proya plans to initiate a secondary listing in Hong Kong to enhance its international strategy and overseas business development, aiming to improve its overseas financing capabilities and overall competitiveness [5][6]. - The decision for a Hong Kong listing is seen as a way to reduce financing costs and potentially support international business expansion [5]. Financial Performance - In the first half of the year, Proya achieved 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% [5][6]. - This growth is significantly slower compared to previous years, where revenue and net profit growth rates were above 35% [5][6]. Brand Performance - Proya's main brand revenue decreased for the first time since 2018, with a reported revenue of 3.979 billion yuan, a slight decline of 0.08% year-on-year [6]. - The second brand, Caitang, also showed signs of slowing growth, with revenue of 705 million yuan in the first half of the year, representing a year-on-year increase of 21.11%, down from previous years' growth rates [6]. Channel Growth - Proya's online channel revenue accounted for 95.39% of total revenue, amounting to 5.109 billion yuan, with a year-on-year growth of 9.17% [7]. - However, the growth rate of online channel revenue has been declining over the past three years, indicating a potential challenge in maintaining strong growth in this area [7].