CHJ(SZ:002345) Sou Hu Cai Jing·2025-09-20 05:16Core Viewpoint - Chao Hong Ji is seeking to list on the Hong Kong Stock Exchange to enhance its global strategy, despite facing significant challenges such as goodwill impairment, declining gross margins, and poor overseas revenue performance [1][19]. Financial Performance - Chao Hong Ji reported a goodwill value of 509 million yuan as of Q1 2025, primarily due to the acquisition of the FION brand, which has not performed as expected, leading to multiple goodwill impairments totaling 209 million yuan in 2018, 152 million yuan in 2019, 80.66 million yuan in 2022, 39.43 million yuan in 2023, and 177 million yuan in 2024 [4][5]. - The company's gross margin has been declining, from 29.3% in 2022 to 25.3% in 2023, and further down to 22.6% in 2024, with a slight recovery to 23.1% in the first half of 2025 [5][7]. - Revenue for 2024 was 6.518 billion yuan, a year-on-year increase of 10.48%, but net profit fell by 41.91% to 194 million yuan [14]. Market Position and Competition - Chao Hong Ji ranked ninth in the Chinese jewelry market with a market share of only 0.8%, significantly trailing behind industry leader Chow Tai Fook, which holds a 10.2% market share [16]. - The company faces intense competition from both traditional brands like Lao Feng Xiang and international luxury brands such as Tiffany and Cartier, particularly in the high-end market [16]. Strategic Challenges - The company's international revenue was only 26.41 million yuan in 2024, accounting for just 0.41% of total revenue, indicating slow progress in its globalization strategy [11]. - Chao Hong Ji heavily relies on a franchise model, with 1,337 out of 1,542 stores being franchises, which may dilute brand control and customer experience [14]. Consumer Trends and Digital Transformation - The younger consumer demographic is shifting towards products that emphasize design, cultural significance, and personalization, posing a challenge for traditional jewelry brands [18]. - The company plans to allocate part of its IPO proceeds to digital transformation, although the effectiveness of this strategy remains to be seen [18].