Core Viewpoint - Dongwu Securities initiates coverage on Meili Tianyuan Medical Health (02373) with a "Buy" rating, highlighting its unique "Double Beauty + Double Health" ecosystem, proven acquisition integration capabilities, and excellent operational efficiency, which are expected to drive significant growth in the industry [1] Group 1: Company Overview - The company, established in 1993, has developed a comprehensive beauty and health management service system that includes traditional beauty, medical beauty, and sub-health assessment and intervention [2] - It operates four major brands: Meili Tianyuan, Beili Shi, Xiuker, and Yanyuan, and has strengthened its market position through acquisitions of Nairui'er and Siyuanli, forming a synergistic ecosystem of "life beauty + medical beauty + traditional health + sub-health medical" [2] Group 2: Financial Performance - The company demonstrates strong growth resilience, with revenue increasing from 1.503 billion in 2020 to 2.572 billion in 2024, representing a compound annual growth rate (CAGR) of 11.3% [3] - In the first half of 2025, revenue accelerated to 1.459 billion, a year-on-year increase of 28.2% [3] - Net profit attributable to shareholders rose from 151 million in 2020 to 228 million in 2024, with a year-on-year growth of 34.9% in the first half of 2025, reaching 156 million [3] - Gross margin improved to 49.33% in the first half of 2025, while net margin optimized to 10.67%, reflecting effective cost control and an increase in high-margin business [3] - The company commits to a dividend payout ratio of no less than 50% of net profit attributable to shareholders over the next three years, indicating strong dividend levels [3] Group 3: Industry Outlook - The traditional beauty, light medical beauty, and sub-health sectors are expected to continue expanding, with projected market sizes of 640.2 billion, 415.7 billion, and 29 billion respectively by 2030 [4] - As young consumers increasingly prioritize standardized services and stable experiences, leading companies are expected to gain significant advantages, leading to higher market concentration [4] - The overlapping consumer base in traditional beauty and light medical beauty allows for effective cross-referrals, enhancing customer conversion rates [4] Group 4: Business Synergy and Growth Strategy - The company's core business model exhibits strong synergy, utilizing its extensive and trusted life beauty services as a front-end traffic source to efficiently convert to high-ticket medical beauty and sub-health services, with a cross-business conversion rate of 28.7% in 2024 [5] - The company employs a strategy of "directly operated stores as benchmarks, franchising for coverage," leading to rapid expansion of its store network, which is expected to reach 554 by the end of 2024 [5] - The company has a robust target selection system and post-acquisition digital integration capabilities, as evidenced by the significant improvement in net margin following the acquisition of Nairui'er, showcasing its strong integration and empowerment capabilities [5]