Core Viewpoint - The company Leshush is on the verge of a significant milestone with its upcoming IPO on the Hong Kong Stock Exchange, having established itself as a leading player in the African diaper and sanitary napkin market over the past two decades [1] Company Overview - Leshush was spun off from the fast-moving consumer goods division of the SenDa Group, founded by Shen Yanchang in Guangzhou in February 2004 [2] - The company has a strong foothold in Africa, having initially entered the market through trade in construction materials and daily necessities, later expanding into personal care products [2][3] Market Position - According to Frost & Sullivan, Leshush ranks first in Africa's baby diaper and sanitary napkin markets by volume, with market shares of 20.3% and 15.6% respectively for 2024 [4] - In terms of revenue, Leshush ranks second in both markets, with shares of 17.2% for baby diapers and 11.9% for sanitary napkins [4] Manufacturing and Localization - Leshush has established a localized manufacturing presence in Africa, with eight factories and 51 production lines, achieving a total designed capacity of 6.3 billion baby diapers annually [5] - The company has successfully created thousands of jobs in Africa, contributing to local economic development while meeting essential consumer needs [5] Competitive Pricing Strategy - Leshush has adopted a low-cost strategy, with its baby diapers priced at approximately 9 cents per piece, significantly undercutting international competitors like Procter & Gamble and Kimberly-Clark [6] - The company has positioned itself among the top four players in the African baby diaper market, with projected sales of 4.06 billion pieces in 2024, surpassing major competitors [6] Financial Performance - Leshush's revenue grew from $320 million in 2022 to $411 million in 2023, marking a 28.6% increase, but growth slowed to 10.5% in 2024 [7] - Net profit surged from $18 million in 2022 to $65 million in 2023, but the growth rate dropped to 47% in 2024 [7] - The company's gross margin has shown a downward trend, with rates of 23.0%, 34.9%, 35.2%, and 33.6% over the past four years [7][8] Market Dynamics - The company faces challenges from rising raw material costs and increased competition as international giants localize their production in Africa [6][8] - Despite these challenges, the demographic dividend and rapid consumer spending growth in Africa remain strong growth drivers for Leshush [8]
中国夫妇把纸尿裤卖成“非洲顶流”，年赚近7亿
Guan Cha Zhe Wang·2025-11-05 03:46