Proya(SH:603605) Xin Lang Cai Jing·2025-10-30 03:02Core Viewpoint - The Chinese beauty brand Proya is planning a secondary listing in Hong Kong, a significant move under the leadership of the second-generation successor, Hou Yameng, as the company's growth momentum is weakening [2][4]. Group 1: Financial Performance - In the first half of 2025, 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 13.80% [7]. - Despite maintaining growth, the revenue and net profit growth rates are the lowest since the company went public in 2017, with previous year-on-year growth rates of 37.9% and 40.48% respectively [7]. - Proya's revenue growth has been closely tied to its marketing expenses, which have risen significantly, with sales expenses reaching 5.161 billion yuan in 2024, accounting for 47.88% of revenue [10]. Group 2: Marketing Strategy - Proya has relied heavily on celebrity endorsements and social media marketing, achieving remarkable growth from 2.361 billion yuan in 2018 to 10.778 billion yuan in 2024 [9]. - The company has signed multiple high-profile celebrity endorsements in 2025, but the revenue growth has sharply declined to 7.21% due to rising customer acquisition costs and diminishing internet marketing returns [12]. Group 3: Research and Development - Proya's R&D expenses have been notably low, with a R&D expense rate of only 1.95% in 2024, significantly lower than competitors like Huaxi Biological and Beitaini [19][20]. - The company has historically prioritized high cash dividends over R&D investment, with cumulative cash dividends exceeding 2.125 billion yuan since its IPO [22]. Group 4: Internationalization and Future Plans - Proya aims to use the funds raised from the Hong Kong listing to enhance R&D, smart manufacturing, and global expansion, although skepticism exists regarding the company's commitment to these areas [17][24]. - The company plans to pursue international growth primarily through acquisitions, which could provide quick market entry and new product technologies, but this strategy also carries risks and uncertainties [23].