HAILUN PIANO(SZ:300329) IPO日报·2025-07-21 11:51Core Viewpoint - The traditional piano market is facing severe challenges due to the rise of digital instruments and changes in music education models, leading to significant declines in sales and financial performance for companies like Hailun Piano [1][20]. Company Overview - Hailun Piano, founded in 2001 by Chen Hailun, was once a successful example of a national musical instrument brand, achieving notable milestones such as being the designated piano for the 2008 Beijing Olympics and listing on the Shenzhen Stock Exchange in 2012 [5][4]. - The company has established a strong international presence, exporting products to Europe, America, and Japan, with over 200 stores in Europe and several in Japan [5]. Financial Performance - Hailun Piano's revenue has been on a downward trend, with figures of 3.79 billion yuan in 2022, 2.97 billion yuan in 2023, and an estimated 1.59 billion yuan in 2024, marking a continuous decline over three years [8]. - The company's net profit loss has also widened, with a projected loss of 980 million yuan in 2024, a year-on-year increase of 24.18%, and cumulative losses of 1.77 billion yuan over 2023 and 2024 [9]. - In Q1 2025, revenue further declined by 39.96% to 27.76 million yuan, with a net loss of 9.68 million yuan, a year-on-year increase of 154.56% [10]. Sales and Market Demand - The company's piano sales have experienced a dramatic drop, with upright piano sales plummeting from 22,800 units in 2022 to 9,452 units in 2024, and grand piano sales decreasing from 1,596 units to 915 units during the same period [15]. - The only bright spot is the digital piano segment, which saw sales increase by 140.45% to 2,152 units in 2024, but this growth was insufficient to offset the decline in traditional piano sales [16]. Industry Context - The overall piano market is in a state of decline, with total sales expected to drop from 356,000 units in 2018 to less than 100,000 units in 2024 [21]. - Competitors like Pearl River Piano are also facing challenges, with a 42% revenue drop and a loss of 51.68 million yuan in Q1 2025, prompting them to explore diversification into art training [21]. Company Restructuring - In response to the challenging market conditions, Hailun Piano has reduced its workforce by 50%, from 1,010 employees at the end of 2023 to 506 by the end of 2024 [18]. - The company has also sold part of its land and associated assets for 33.89 million yuan to adjust its production layout and reduce operational costs [19].