CHJ(SZ:002345) 凤凰网财经·2025-11-16 13:10Core Viewpoint - The article discusses the financial performance and strategic challenges faced by the jewelry brand Chao Hong Ji, highlighting its revenue growth, profitability issues, and the impact of goodwill impairment on its financial results [3][5][7]. Financial Performance - In the first three quarters of 2023, Chao Hong Ji reported revenue of 6.237 billion yuan, a year-on-year increase of 28.35%, while net profit attributable to shareholders was 317 million yuan, a slight increase of 0.33% [3]. - The third quarter alone saw revenue of 2.135 billion yuan, a significant year-on-year growth of 49.52%, but the company faced a net loss of 14.2795 million yuan due to a 170 million yuan goodwill impairment [3][4]. Goodwill Impairment - The company has experienced unstable profitability, with net profit growth rates of -43.22%, 67.41%, -41.91%, and 0.33% from 2022 to 2024 [5]. - Goodwill impairment has been a key factor affecting profitability, with cumulative impairments reaching 466 million yuan over the past four years, primarily due to the high goodwill from the acquisition of the handbag brand FION [5][7]. Strategic Initiatives - To capture the rising trend of young consumers, Chao Hong Ji has implemented strategies such as "lightweight gold," "fixed-price gold," and "IP collaborations," which have contributed to revenue growth despite market challenges [4][9]. - The company is also focusing on expanding its overseas market presence, with plans to open 20 self-operated stores abroad by the end of 2028, although its current overseas revenue contribution is less than 1% [4][15]. Challenges and Risks - The expansion of the franchise model has led to a significant increase in the number of franchise stores, with a total of 1,412 stores as of the end of the third quarter of 2023, but this has not effectively translated into profitability [10][11]. - The overall gross margin has been declining for seven consecutive quarters, dropping from 22.6% in 2022 to 16.6% in 2024, primarily due to the increased proportion of lower-margin gold products in the franchise model [12][13].