从“假洋品牌”往事到真“财务问题”，丸美赴港上市能赢回信任吗？

Core Viewpoint - The company Marubi, known for its beauty products, is planning a secondary listing in Hong Kong after facing financial and governance issues following its initial public offering in A-shares in 2019. The company has experienced a decline in net profit from 2020 to 2022, with a significant drop of 47.95% in 2021, although there has been a recovery in 2023 [1][3]. Financial Performance - Marubi's revenue for the years 2022 to 2024 and the first nine months of 2025 is projected to be 1.73 billion, 2.23 billion, 2.97 billion, and 2.45 billion respectively, with net profits of 170 million, 280 million, 340 million, and 250 million [3]. - The company's revenue is primarily generated from its two brands, Marubi and Lianhuo, with Marubi contributing 70-80% of total revenue. Lianhuo's revenue is expected to grow from 290 million in 2022 to 900 million in 2024 [5]. - Despite an increase in overall gross margin from 67.8% in 2022 to 74.8% in the first nine months of 2025, the net profit margin has remained around 10% due to rising sales and distribution expenses, which increased from 850 million in 2022 to 1.63 billion in 2024 [6]. Governance and Compliance Issues - Marubi has faced scrutiny for financial irregularities, including inaccurate revenue recognition and improper accounting practices. The company has been penalized for these issues, which include misreporting funds held in third-party payment platforms and misclassifying consulting fees as research and development expenses [10][11]. - The management of raised funds has also been criticized, as Marubi failed to separate the accounting for projects funded by raised capital from those funded by its own resources, leading to non-compliance with regulations [11][15]. Dividend Practices - Since its IPO in 2019, Marubi has distributed cash dividends totaling 1.08 billion, with significant amounts flowing to the founder and his spouse, raising concerns about the sustainability of such practices in relation to the company's financial health [16][19]. Brand Trust and Historical Controversies - Marubi has a history of controversies, including misleading claims about its Japanese origins and product quality issues. Although these past issues have diminished in public discourse, current concerns have shifted to financial data integrity and governance practices [30][31].