Core Viewpoint - The funeral industry in China is driven more by the economic conditions of the living rather than the number of deceased individuals, highlighting a disconnect between increasing mortality rates and declining revenues for funeral companies [4][13][56]. Group 1: Industry Overview - The funeral profession, despite being considered niche, has a near 100% employment rate, with some students securing jobs before graduation [5]. - The aging population in China has reached 310 million, with an estimated 10.93 million deaths in 2024, a 10% increase from four years ago [7][16]. - Major listed funeral companies, including Fushouyuan and Fucheng Co., experienced a 19.3% decline in total revenue in 2024 [9][17]. Group 2: Business Dynamics - The funeral business is fundamentally a perception-driven industry, where collective beliefs about death create significant pricing power, leading to gross margins exceeding 80% [11][12]. - Despite the increase in the number of deaths, profits for funeral companies have halved, indicating that economic conditions, rather than mortality rates, dictate business performance [14][13]. - Fushouyuan's revenue in 2024 was 2.078 billion yuan, down 20.9%, with net profit dropping 52.8%, marking a significant break in its growth trajectory [20]. Group 3: Revenue Composition - The funeral industry consists of three main segments: funeral services, cremation, and burial plots, with burial plot sales accounting for 50%-70% of total funeral costs [21]. - Fushouyuan relies heavily on burial plot sales, which constituted 80% of its revenue in 2024, but the number of plots sold decreased by 23.2% to 12,569 [22][23]. Group 4: Market Trends - The decline in burial plot sales is attributed to alternative burial methods gaining popularity, such as eco-burials and traditional burials, which divert demand from commercial burial plots [24]. - The high prices of burial plots, averaging 121,200 yuan, are significantly higher than real estate prices in major urban areas, indicating a market driven by scarcity and emotional value [30][32]. Group 5: Future Outlook - The traditional growth strategy of price increases in the funeral industry is becoming unsustainable, as evidenced by the decline in sales volume despite rising prices [42][43]. - The average cost of funeral services has decreased from over 6,000 yuan in 2019 to around 5,200 yuan in 2024, reflecting a shift in consumer spending behavior [38]. - Companies are exploring new business avenues, such as AI technology for digital memorials, but these innovations have yet to demonstrate significant market differentiation or growth potential [54][55].

Core Viewpoint - The company, Plant Doctor, is pursuing an A-share listing while expanding its offline store presence, contrasting with competitors focusing on direct sales and online channels [2][3]. Group 1: Business Strategy - Plant Doctor has nearly 5,000 stores in less than 10 years since its establishment in 2016, with a strategy focused on offline expansion, adding over 500 stores annually [2][3]. - The company operates 4,328 stores as of the end of 2024, with 3,830 being authorized franchise stores and only 498 being directly operated [5][9]. - The franchise model allows Plant Doctor to provide comprehensive support to franchisees, including site selection and training, without taking a cut from their sales [7][10]. Group 2: Financial Performance - From 2022 to 2024, Plant Doctor's revenue was 21.17 billion, 21.51 billion, and 21.56 billion respectively, with net profits of 1.58 billion, 2.3 billion, and 2.43 billion [18]. - The company's gross margin from 2022 to 2024 was 55.23%, 60.35%, and 58.90%, which is lower than industry averages of 66.69%, 68.28%, and 70.47% [19][20]. - The company plans to raise 998 million for marketing and brand building, with 526 million allocated for marketing channels and brand construction [14][15]. Group 3: Market Positioning - Plant Doctor emphasizes emotional value in its customer service, offering free skincare services to customers who purchase products, which enhances customer loyalty [10][11]. - The company has engaged in significant brand-building efforts, including celebrity endorsements and media appearances, to enhance its market presence [16]. Group 4: Challenges - The franchise model has led to management challenges, with several franchise stores facing penalties for regulatory violations and product quality issues [16]. - Customer complaints regarding product safety and service quality have been noted, indicating potential risks to brand reputation [16].