Proya(SH:603605) Southwest Securities·2025-05-27 13:25Investment Rating - The report assigns a "Buy" rating for the company with a target price of 115.75 CNY over the next six months, based on a current price of 91.45 CNY [1]. Core Insights - The company is a leading domestic cosmetics brand that has surpassed 10 billion CNY in revenue, demonstrating strong brand power and high penetration rates, indicating robust long-term growth potential [6][8]. - The domestic cosmetics market continues to grow, with a projected CAGR of 6.2% from 2022 to 2025, expected to reach 579.1 billion CNY by 2025, highlighting the ongoing trend of domestic brands replacing international ones [6][8]. - The company's makeup brand, 彩棠, has shown impressive growth, with a CAGR of 77.5% from 2021 to 2024, and has consistently ranked among the top ten in Tmall's beauty GMV [6][8]. Summary by Sections 1. Company Overview - The company was established in 2006 and became a publicly traded company in 2017, focusing on the research, production, and sales of cosmetics, including brands like 珀莱雅 and 彩棠 [13][16]. - The company achieved a revenue of 10.78 billion CNY in 2024, marking it as the first domestic beauty brand to surpass the 10 billion CNY threshold [16]. 2. Market Dynamics - The domestic cosmetics market is experiencing a slowdown in growth, with retail sales growth fluctuating significantly, but local brands are gaining market share [38][42]. - The company has shifted its focus to online sales, with online revenue growing from 6.4 billion CNY in 2017 to 102.3 billion CNY in 2024, accounting for over 90% of total revenue [21][56]. 3. Brand Performance - The main brand, 珀莱雅, has seen revenue grow from 2.09 billion CNY in 2018 to 8.58 billion CNY in 2024, while 彩棠 has rapidly increased its revenue from 250 million CNY in 2021 to 1.19 billion CNY in 2024 [24][67]. - The company has successfully implemented a "big product" strategy, enhancing customer loyalty and product lifecycle through continuous upgrades and marketing efforts [74][78]. 4. Financial Projections - The company is expected to maintain a compound annual growth rate (CAGR) of 17.2% in net profit over the next three years, with a projected net profit of 1.55 billion CNY in 2024 [2][6]. - The report estimates a price-to-earnings (PE) ratio of 25 for 2025, supporting the target price of 115.75 CNY [6][8].