网红护肤品HBN“闯关”港股，揭开“真功效”的另一面

Core Viewpoint - HBN's parent company, Shenzhen Hujia Technology Co., Ltd., has officially submitted an application for a mainboard listing on the Hong Kong Stock Exchange, indicating a continued interest in the Chinese skincare market and the potential for growth in domestic brands [1]. Group 1: Company Overview - HBN is recognized as the youngest player among the top ten domestic skincare brands in China, rapidly rising due to its "early C, late A" product strategy and precise online marketing [5]. - The company was founded in 2019 and has quickly established itself with a focus on "true efficacy," achieving significant market presence in the skincare sector [7]. Group 2: Financial Performance - Hujia Technology's total revenue is projected to increase from 1.948 billion RMB in 2023 to 2.083 billion RMB in 2024, reflecting a growth rate of 6.9%. For the first three quarters of 2025, revenue reached 1.514 billion RMB, a year-on-year increase of 10.2% [9]. - The net profit for 2023, 2024, and the first three quarters of 2025 is reported as 39 million RMB, 129 million RMB, and 145 million RMB, respectively, with a remarkable increase of 232.5% in 2024 compared to 2023 [9]. Group 3: Product and Market Strategy - HBN's primary revenue source is from "improvement-type skincare products," contributing approximately 80% of total revenue in recent years, with a steady increase in the share of "maintenance-type skincare products" [10]. - The company has a high repurchase rate and has seen its net profit double over three years, indicating strong customer loyalty and product effectiveness [7]. Group 4: Sales Channels and Marketing - Hujia Technology's sales are heavily concentrated online, with online channel revenue accounting for 98.6%, 97.7%, and 95.1% of total revenue in 2023, 2024, and the first three quarters of 2025, respectively [12]. - The reliance on online sales has led to high sales expense ratios, with sales and distribution expenses reaching 1.268 billion RMB, 1.238 billion RMB, and 871 million RMB, representing 65.1%, 59.4%, and 57.6% of total revenue [14]. Group 5: Research and Development - Despite HBN's emphasis on "true efficacy," the company's R&D investment is relatively low, with expenditures of 66 million RMB, 58 million RMB, and 40 million RMB for 2023, 2024, and the first three quarters of 2025, respectively, resulting in a decreasing R&D expense ratio [18]. - The majority of Hujia Technology's products are produced through contract manufacturing, raising questions about the extent of its proprietary technology and innovation capabilities [18][24].