又有米哈游投资的公司拟上市：单品爆卖5000万，5年做到行业第一

Core Viewpoint - Suplay, a collectible card company backed by miHoYo, has submitted its IPO application to the Hong Kong Stock Exchange, aiming to capitalize on its strong market position and growth potential in the collectible and consumer product sectors [1][13]. Company Overview - Suplay was established in 2019 and operates globally, focusing on IP collectibles and consumer products, with brands including Kakawoo, Heyfen, and Letao Valley [1]. - The company primarily engages in the sale of blind box toys through its mini-program on WeChat and direct sales via Tmall, as well as through retail and specialty card stores [2]. Business Model and Market Position - Suplay's CEO, Huang Wanjun, and CFO, Li Jing, have significant experience in operations and investment analysis, contributing to the company's strategic direction [5]. - As of September 30, 2025, Suplay's flagship brand Kakawoo ranks first in China's collectible non-combat card market, holding a market share greater than the combined total of its second and third competitors [5]. Consumer Demographics and Engagement - The company targets young consumers, with over 99% of its customers aged 18 and above, and maintains a high repurchase rate exceeding 75% for its collectible cards [8]. - Suplay's products are noted for their craftsmanship and collectible value, with approximately 80% of its cards receiving the highest PSA rating, compared to an industry average of 44.6% [8]. Financial Performance - Suplay's revenue has shown significant growth, with 2023 revenue at 146 million RMB, projected to increase by 92.5% to 281 million RMB in 2024, and 2025 revenue for the first nine months already surpassing the previous year's total [9]. - The company's gross profit margin has improved from 41.7% in 2023 to 54.5% in the first nine months of 2025, indicating a successful strategic shift towards higher-margin collectible card sales [10]. Revenue Composition - The revenue from collectibles has increased from 32.9% in 2023 to 70.0% in the first nine months of 2025, highlighting the growing importance of this segment to Suplay's overall business [10][11]. - Suplay also engages in the production of various IP-based consumer products, which complement its high-end collectibles [10]. Strategic Partnerships - MiHoYo is a significant strategic investor in Suplay, holding approximately 11.86% of the company after leading an $8 million investment in 2021 [13]. - The partnership has led to the development of various products based on MiHoYo's IPs, including popular franchises like Genshin Impact and Honkai Impact [15][17].