新股解读|以高端“遛娃神器”起家,不同集团靠什么打动新生代父母?

Core Viewpoint - The demand for high-end parenting products is on the rise as a new generation of parents seeks quality in child-rearing, with BeBeBus emerging as a strong player in the mid-to-high-end market within just five years of its establishment [1][2]. Group 1: Market Position and Growth - BeBeBus ranks first among durable parenting product brands targeting mid-to-high-end consumers in China, according to Frost & Sullivan, with a projected GMV for 2024 [1]. - The mid-to-high-end parenting product market in China is expected to grow from 25.6 billion yuan in 2020 to 34 billion yuan in 2024, with a compound annual growth rate (CAGR) of 7.4%, significantly outpacing the 3.4% CAGR of the mass market [2]. Group 2: Financial Performance - The company reported revenues of 507 million yuan, 852 million yuan, and 1.249 billion yuan for 2022, 2023, and 2024 respectively, with a year-on-year growth of 46.8% anticipated for 2024 [4]. - The gross profit for the same period was 242 million yuan, 427 million yuan, and 629 million yuan, maintaining a high gross margin of around 50% [4]. - The company turned a net loss of 21 million yuan in 2022 into a net profit of 27 million yuan in 2023, with further growth expected in 2024 and the first half of 2025 [4]. Group 3: Product Structure and Profitability - The high gross margin is primarily driven by the company's mid-to-high-end product positioning, with gross margins for travel products ranging from 46.6% to 51.6% and for sleep products reaching up to 59.8% [5]. - The revenue share from travel products has remained between 35% and 65%, while the share from infant care products increased from 8% to approximately 43% [5]. Group 4: Marketing Strategy - The company has adopted innovative marketing strategies through platforms like Xiaohongshu and Douyin, generating over 830,000 posts and original videos from March 2023 to September 2024 [8]. - The customer base expanded significantly, with the number of customers increasing from 356,756 in 2022 to 953,250 in 2024, and the number of third-party stores growing from 742 to 3,400 [8]. Group 5: R&D and Sales Expenses - The company's R&D expenses have decreased over the years, with a rate dropping from 3.2% in 2022 to 1.5% in the first half of 2025, indicating a focus on marketing rather than product development [9][10]. - Sales and distribution expenses have been significantly higher than R&D expenses, reflecting a strategy that prioritizes marketing to establish consumer recognition [10].