Investment Rating - The report initiates coverage with a "Buy" rating for the company [6]. Core Views - The company has demonstrated strong growth in its proprietary brand management, with a significant increase in revenue and net profit in the first half of 2025 [2]. - The company is in a phase of rapidly increasing penetration of its proprietary brands in the domestic market, which is expected to gradually release profits as business scales up [3]. - The global expansion strategy is progressing steadily, potentially opening up overseas growth opportunities [3]. Financial Performance Summary - For the first half of 2025, the company achieved revenue of 1.319 billion yuan, representing a year-on-year increase of 67.55%, and a net profit attributable to shareholders of 72 million yuan, up 85.60% [1]. - The revenue breakdown shows that brand management business revenue was 335 million yuan (+52.53%), accounting for 25.42% of total revenue, while the self-owned brand "Zhanjia" generated 444 million yuan (+157.11%), making up 33.63% of total revenue [2]. - The company’s gross margin improved significantly to 56.92% (+11.39 percentage points) in the first half of 2025, while the net profit margin remained relatively stable at 5.48% (+0.53 percentage points) [3]. Future Projections - Revenue projections for 2025-2027 are estimated at 2.898 billion yuan, 3.784 billion yuan, and 4.723 billion yuan, respectively, with net profits expected to be 182 million yuan, 257 million yuan, and 344 million yuan [5]. - The corresponding price-to-earnings (PE) ratios are projected to be 71 times, 51 times, and 38 times for the years 2025, 2026, and 2027, respectively [3].

Core Viewpoint - The company, Ruoyuchen, reported significant growth in its 2025 semi-annual financial results, with revenue reaching 1.319 billion yuan, a year-on-year increase of 67.55%, and net profit of 72.63 million yuan, up 85.60% [2][3]. Revenue Breakdown - The self-owned brand business generated 603 million yuan in revenue, a substantial increase of 242.42%, accounting for 45.75% of total revenue [4]. - The brand Zhanjia achieved revenue of 444 million yuan, growing by 157.11%, while the health product brand FineNutri generated 160 million yuan [2][4]. Business Model and Growth Drivers - Ruoyuchen operates as an e-commerce service provider, managing online stores and marketing for brands, evolving from a pure agency model to brand management and self-owned brands [2]. - The brand management segment reported revenue of 335 million yuan, a growth of 52.53%, indicating a new growth curve for the company [7]. Sales Channels and Performance - The sales channel analysis shows that Douyin accounted for the highest sales proportion at 37.24%, with sales amounting to 489 million yuan during the reporting period [6]. - During the 618 shopping festival, the overall GMV for Zhanjia increased by over 160%, with significant growth across multiple platforms [4]. International Expansion Plans - The company plans to issue H-shares and list on the Hong Kong Stock Exchange, aiming to raise funds for product development, brand building, and global expansion [10]. - Ruoyuchen is considering entering the Southeast Asian market, where the cleaning products sector is projected to grow significantly, particularly in laundry products [11]. Legal Disputes - The company faced legal disputes with Mead Johnson and Mentholatum, involving contract and trademark issues, but has taken steps to mitigate potential impacts on its operations [8][9].