So-Young(US:SY) Haitong Securities International·2025-11-20 04:05Industry Trends - The medical beauty industry continues to expand, with a consolidation phase where a few chain brands will capture a larger market share[4] - The distribution of industry profits may change as upstream manufacturers undergo similar consolidation, enhancing the pricing power of large downstream institutions[4] Company Performance and Strategy - The current stock price of New Oxygen (SY US) is $3.16, which is considered undervalued, corresponding to a P/E ratio of only 12 times for its 50 mature stores[2] - Management is confident in opening at least 35 new stores in FY2026, primarily focusing on direct-operated stores in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen[4] - In Q3, 20 stores achieved monthly profitability, with mature stores averaging monthly revenue exceeding RMB 3 million[2] Financial Projections - The target price for New Oxygen is set at $10.00 per ADR, based on a Sum-of-the-Parts (SoTP) valuation method, which includes various business segments with different P/E ratios[2] - The retail business is projected to have a steady operating profit margin of 20%, while the medical beauty chain is expected to achieve a 15% steady operating profit margin[2] Competitive Landscape - The competition is intensifying, with most standalone institutions lacking advantages in branding, medical teams, supply chains, and location, making it difficult to compete with chains[4] - New Oxygen is not overly concerned about traditional institutions due to the significant differences in cost structures and operational dimensions[4]