珀莱雅业绩失速冲击港股IPO谋变 近四年砸154亿销售费为研发24倍

Core Viewpoint - Proya, a leading beauty brand with annual revenue exceeding 10 billion, is seeking to list on the Hong Kong Stock Exchange, aiming to become the first beauty company with both A and H shares amid a slowing domestic market and increasing competition [1] Group 1: Financial Performance - Proya's main brand experienced its first negative growth in five years, with revenue of 3.979 billion in the first half of 2025, a slight decline of 0.08% year-on-year [3] - For the first three quarters of 2025, Proya's revenue reached 7.098 billion, with a net profit of 1.026 billion, showing only 1.89% and 2.65% growth respectively, significantly slowing compared to the same period in 2024 [2] - The company's sales expenses from 2022 to the first three quarters of 2025 totaled 15.443 billion, while R&D expenses were only 654 million, indicating a sales-to-R&D expense ratio of 23.61 times [6] Group 2: Brand and Market Dynamics - The revenue share of Proya's main brand has been declining, from 82.74% in 2022 to 74.27% in the first half of 2025, raising concerns about its competitive strength [3] - Proya has been implementing a multi-brand strategy, with significant growth in its sub-brands, such as a 21.11% increase in the彩棠 brand and a 102.52% surge in Off&Relax, but these brands still account for less than 25% of total revenue [3] - The company heavily relies on online sales, with 95.39% of revenue coming from online channels in the first half of 2025, but it faced a decline in customer numbers on major platforms like Tmall and Vipshop [3][4] Group 3: Management and Strategic Changes - Proya's management team has undergone significant changes since the second generation took over in 2024, with multiple high-level positions being filled by individuals with international backgrounds from major beauty companies [7][8] - The company announced a substantial cash dividend of 315 million, representing nearly 40% of its net profit for the first half of 2025, raising questions about the necessity of seeking additional financing through the Hong Kong listing [7]