Core Viewpoint - Proya, a leading Chinese beauty brand, has submitted an application for H-share listing on the Hong Kong Stock Exchange after eight years of being listed on A-shares, despite facing challenges such as declining net profits [1][10]. Company Development - Proya was founded in 2003 by Hou Junchen and his brother-in-law Fang Youyou, launching its first brand in 2006 [2]. - The company went public on the Shanghai Stock Exchange in 2017, marking a significant milestone in its growth trajectory [2]. - Proya has expanded its brand portfolio from a single brand to multiple brands, including Proya, Yefuti, Kuirufu, Caitang, Yuansheng Bota, and Off&Relax, with four key brands projected to exceed 500 million yuan in retail sales by 2024 [2][3]. Market Position - Proya ranked 15th among domestic cosmetics groups in 2019, became the largest domestic cosmetics group in 2021, and is projected to rank 5th in 2024, maintaining its position as the top domestic cosmetics group for four consecutive years [3]. - In 2024, Proya became the first Chinese cosmetics group to surpass 10 billion yuan in sales revenue [3]. Sales Channels - The rapid growth in Proya's retail sales is attributed to its focus on online sales channels, which accounted for over 90% of revenue since 2022, reaching 95.4% in the first half of 2024 [4]. - Online direct sales made up 75.5% of total online revenue, while online distribution accounted for 19.6% [4]. Financial Performance - In Q3 2023, Proya reported revenue of 1.736 billion yuan, a year-on-year decline of 11.63%, with net profit dropping by 22.30% [14][15]. - The company's stock price has been on a downward trend, with a decline of over 12% since the beginning of the year [10]. Leadership Transition - In September 2024, Hou Yameng, born in 1988, succeeded Fang Youyou as the general manager, marking a generational shift in leadership [9]. - Under Hou Yameng's leadership, Proya aims to implement a "Double Ten" strategy to enter the top ten global cosmetics companies within the next decade [9]. IPO Objectives - Proya's H-share IPO aims to enhance global brand visibility, attract international investors, and support its international expansion strategy [16]. - The funds raised will be allocated to R&D, brand building, and digital transformation initiatives [16].

Core Viewpoint - Proya, a leading Chinese cosmetics company, has submitted an application for a listing on the Hong Kong Stock Exchange, aiming to become the first domestic beauty brand to achieve an "A+H" share listing, amidst increasing competition in the domestic beauty market [1][5]. Financial Performance - In the first half of 2025, Proya's main brand generated revenue of 3.979 billion yuan, a slight decrease of 0.08% year-on-year. Despite overall revenue and net profit growth in the first three quarters of this year, the growth rates have dropped to single digits, with both metrics showing a year-on-year decline in the third quarter [1][7]. - Proya's revenue for 2022, 2023, and 2024 was 6.385 billion yuan, 8.905 billion yuan, and 10.778 billion yuan, respectively, while net profit for the same years was 817 million yuan, 1.194 billion yuan, and 1.552 billion yuan [6]. Market Position and Strategy - Proya's stock price has decreased by 13.30% from the beginning of the year to November 4, 2023, with an average price-to-earnings ratio of 21.21 times, compared to significant increases in the stock prices of other beauty companies listed in Hong Kong [1]. - The company is focusing on a multi-brand strategy, with significant revenue growth from brands like Caitang (21.11% increase), Yuanshe Bota (80.18% increase), and Off&Relax (102.52% increase) in the first half of 2025 [7]. Research and Development - Proya has prioritized "research and product innovation" as the primary use of funds raised from the Hong Kong listing, aiming to enhance its research capabilities to overcome growth bottlenecks [9]. - Research and development expenses from 2022 to 2025 have been 128 million yuan, 174 million yuan, 210 million yuan, and 95 million yuan, representing 2%, 1.95%, 1.95%, and 1.77% of revenue, respectively [9]. Management Changes and Internationalization - Proya has undergone significant management changes since the second generation took over, with new appointments aimed at injecting fresh energy into the company and accelerating its internationalization strategy [11][12]. - The company has introduced a "Double Ten Strategy," aiming to rank among the top ten global cosmetics companies in the next decade, which reflects its ambition to transition from mere scale growth to becoming a strong industry benchmark [13].

Investment Rating - The report does not explicitly state the investment rating for Proya Cosmetics, but it indicates positive growth in revenue and profit, suggesting a favorable outlook for the company. Core Insights - Proya Cosmetics achieved positive growth in revenue and net profit in 25Q2, with a revenue of 5.362 billion yuan for 25H1, up 7.21% YoY, and a revenue of 3.003 billion yuan for 25Q2, up 6.4% YoY [2][8] - The gross margin improved to 73.85% in 25Q2, up 4.25 percentage points YoY, primarily due to cost reduction and efficiency improvements [2][8] - The company is actively planning for an H-share listing to support its global expansion strategy and enhance brand visibility [5][11] Financial Performance - The net profit attributable to the parent company for 25H1 was 799 million yuan, up 13.80% YoY, with a net profit margin of 14.01% for 25Q2 [2][8] - Operating cash flow for 25H1 was 1.293 billion yuan, up 95.34% YoY, providing a solid foundation for future investments and dividends [2][8] Brand Performance - The core brand Proya saw a slight revenue decline of 0.08% YoY, while other brands like OR and Original Color maintained high growth rates, with OR brand revenue increasing by 102.52% YoY [3][9] - The Proya brand accounted for 74.27% of total revenue, while TIMAGE and OR brands contributed 13.17% and 5.22% respectively [3][9] Sales Channels - Online sales channels generated 5.109 billion yuan in revenue for 25H1, up 9.17% YoY, accounting for 95.39% of total revenue, while offline channels saw a decline of 21.49% YoY [4][10] - The growth in online channels was attributed to continuous investment in e-commerce and new product launches [4][10] Dividend Policy - The company announced a cash dividend of 0.8 yuan per share, totaling 315 million yuan, with a payout ratio close to 40%, marking the highest level in its history [5][11] - Proya aims to maintain sustainable dividends in the future and may increase the payout ratio further [5][11]

Core Viewpoint - The domestic beauty brand Proya has reported a revenue and net profit increase for the first half of the year, but its growth rate is slowing compared to previous years [1][3]. Financial Performance - Proya's revenue for the first half of the year reached 5.362 billion yuan, a year-on-year increase of 7.21% - The net profit was 799 million yuan, reflecting a year-on-year growth of 13.8% [1] - In contrast, the previous year saw a revenue growth of 37.9% and a net profit growth of 40.48% [3] - The main brand, Proya, experienced a revenue decline of 0.08% in the first half of this year, with revenue of 3.979 billion yuan, compared to a growth rate of 37.67% in the same period last year [3] Sales and Expenses - Proya's sales expenses have been increasing, with 2022 sales expenses at 2.786 billion yuan (43.63% of revenue), rising to 3.972 billion yuan (44.61% of revenue) in 2023 [3] - The continuous increase in sales expenses has led to fluctuations in revenue and net profit growth rates [3] Strategic Direction - In response to slowing growth, Proya is focusing on international markets and plans to list in Hong Kong to enhance its overseas business development and financing capabilities [4] - The company aims to leverage the A+H listing policy to increase capital market financing for future global acquisitions [4] - Proya has already begun its international expansion, establishing a European innovation center in Paris and launching a "Double Ten" strategy to rank among the top ten global cosmetics companies in the next decade [5] Management Changes - Following a significant management overhaul, Proya's new leadership team has international beauty industry backgrounds, indicating a strategic shift towards global expansion [5] - The company is prioritizing overseas acquisitions, particularly in the baby care, fragrance, and men's skincare sectors [5]

Core Viewpoint - The company aims to achieve its "Double Ten" strategy, targeting to enter the top ten global cosmetics industry within the next decade, under the leadership of new general manager Hou Yameng [2][4][7]. Talent Acquisition - The appointment of Wang Yifeng as the head of product development and brand incubation is a strategic move to shift from a marketing-driven approach to a brand-driven one [2][3]. - Hou Yameng has been actively building a management team with international beauty industry experience, indicating a focus on enhancing brand strength and innovation capabilities [3][4]. Financial Performance - In 2024, the company reported a revenue of 10.78 billion yuan, a year-on-year increase of 21.04%, and a net profit of 1.552 billion yuan, up 30% [5]. - Despite maintaining growth, the revenue and net profit growth rates have been slowing down, with 2025 Q1 showing an 8.13% revenue increase and a 28.87% net profit increase [5][6]. Market Strategy - The company plans to expand into international markets and new product categories, including medical beauty and men's skincare, to support its growth ambitions [7][8]. - The company has made several acquisitions but has seen limited success in scaling these brands, with only one brand, Caitang, exceeding 1 billion yuan in revenue [6][8]. Competitive Landscape - To achieve its ambitious goals, the company must enhance its brand positioning and matrix compared to established international brands, which poses significant challenges [8][9]. - The current competitive environment in the medical beauty and men's skincare sectors is intense, requiring the company to strengthen its capabilities to compete effectively [7][9].

Investment Rating - The investment rating for the company is "Recommended" [1][10] Core Views - The company is expected to achieve a revenue of 10.778 billion yuan in 2024, representing a year-on-year growth of 21.04%, with a net profit attributable to shareholders of 1.552 billion yuan, a 30% increase [3][7] - The company has reached a significant milestone by becoming the first domestic beauty brand to exceed 10 billion yuan in revenue [7] - The online channel revenue for 2024 is projected to be 10.234 billion yuan, a year-on-year increase of 23.68%, accounting for 95.06% of the main business revenue [7] - The company has implemented a "Double Ten Strategy" aiming to rank among the top ten global cosmetics companies in the next decade [8] Financial Summary - For 2024, the company is projected to have a gross margin of 71.39% and a net margin of 14.71% [3] - The sales expenses for 2024 are expected to increase by 29.93% to 5.161 billion yuan, with a sales expense ratio of 47.88% [3] - The company’s revenue for Q1 2025 is expected to be 2.359 billion yuan, a year-on-year growth of 8.13%, with a net profit of 390 million yuan, reflecting a 28.87% increase [4] - The projected revenue and net profit for 2025-2027 are 12.307 billion yuan, 18.05 billion yuan, 14.089 billion yuan, and 21.09 billion yuan respectively [6][8] Market Position - The company has established a diverse brand portfolio catering to different consumer needs, with significant growth in its skincare and makeup segments [7][8] - The company has introduced several high-profile endorsements to enhance its market presence, including celebrities like Liu Yifei and Yi Yangqianxi [8]