Core Insights - The core focus of the articles is on the growth and strategic development of the hair care segment under the brand "半亩花田" (Half Acre Flower Field), particularly following the endorsement by global ambassador Sun Yingsha, which has significantly boosted sales and revenue in this category. Group 1: Business Performance - In the first three quarters of 2025, 半亩花田 reported a revenue of 1.895 billion yuan, representing a year-on-year increase of 76.7% and an adjusted net profit of approximately 147 million yuan, up about 197.2% [1] - The hair care segment generated a revenue of 482 million yuan in the first three quarters of 2025, marking a staggering year-on-year growth of 496.1%, contributing approximately 25.4% to the total revenue [2] - The body care segment remains the largest revenue source for 半亩花田, with a revenue of 791 million yuan, a year-on-year increase of 60.7%, accounting for 41.8% of total revenue [2] Group 2: Marketing Strategy - The appointment of Sun Yingsha as the global ambassador for the hair care series has accelerated sales growth, with the "香蓬瓶" product achieving a GMV of over 300 million yuan within one hour of its launch [2] - Since 2019, 半亩花田 has adopted a strategy of hiring celebrity endorsers, having signed six stars to enhance brand image and reach a broader young audience [2] - Marketing expenses have seen significant increases, with sales and marketing costs projected at 678 million yuan for 2024, a 6.3% increase year-on-year, and 896 million yuan for the first three quarters of 2025, a 79.3% increase compared to the same period last year [3] Group 3: Future Plans - The company plans to utilize raised funds primarily for channel development, product marketing, and brand building, including establishing a comprehensive sales network and promoting products through e-commerce platforms [3] - The company has not provided specific details regarding the duration of the partnership with Sun Yingsha or how to maintain the promotional effects of brand ambassadors, stating that information will be disclosed officially [3]