Core Viewpoint - The article discusses the challenges faced by the maternal and infant vertical e-commerce platform, Haipai Ke, as it prepares for its IPO, highlighting its financial struggles and the competitive landscape of the industry. Financial Performance - Haipai Ke's projected revenues for 2022, 2023, and 2024 are 895 million RMB, 1.067 billion RMB, and 1.032 billion RMB respectively, with net profits turning from a slight profit of 1.012 million RMB in 2022 to losses of 56.54 million RMB in 2023 and 78.825 million RMB in 2024 [1][4] - The company's total transaction volume is expected to reach 11 billion RMB in 2024, with 22.2% of revenue coming from digital platform business and 77.7% from self-operated business [5][7] - Haipai Ke's sales costs have been rising year-on-year, leading to a decline in gross margin from 43.9% in 2022 to 32.5% in 2024 [8] Business Model and Strategy - The company initially focused on connecting supply and demand for maternal and infant care products in lower-tier cities, operating a dual model of platform and self-operated business [5][9] - As of December 31, 2024, Haipai Ke has developed 92 proprietary brands and established partnerships with 153 manufacturers, with over 38,000 paying buyers for its self-operated business [5][7] Industry Context - The maternal and infant e-commerce sector has faced significant challenges, with several competitors experiencing operational difficulties or shutting down, indicating a tough market environment [12][14] - Analysts suggest that the industry is under pressure due to diminishing population dividends and high customer acquisition costs, making it difficult for vertical e-commerce platforms to compete with larger, comprehensive e-commerce platforms [13][14] Future Outlook - Haipai Ke plans to enhance its proprietary brand development, introduce selected international brands, and improve its technological capabilities and IT infrastructure to address current challenges [14]

Core Viewpoint - Haipai Ke, a maternal and infant vertical e-commerce platform, has submitted an IPO application to the Hong Kong Stock Exchange despite experiencing significant financial losses over the past two years, with a net profit decline of 2991.35% in 2023 and a further drop of 50.4% in 2024 [1][2] Financial Performance - Haipai Ke's revenue for 2022, 2023, and 2024 was 895 million yuan, 1.067 billion yuan, and 1.032 billion yuan, respectively, showing a year-on-year growth of 19.16% in 2023 followed by a decline of 3.22% in 2024 [1] - The net profit attributable to shareholders was 2 million yuan in 2022, -52 million yuan in 2023, and -78 million yuan in 2024, indicating a drastic drop in profitability [1] - In 2023, the company reported a revenue of 1.067 billion yuan with a sales cost of 665 million yuan, resulting in a gross profit of only 401 million yuan [2] Business Model and Market Position - Haipai Ke operates as a multi-functional platform connecting supply and demand for family care and nutrition products in China's lower-tier markets, achieving a transaction volume of 8.6 billion yuan in 2024 [3] - The platform has a market share of 10.1% in the family care and nutrition product sector, connecting approximately 4,200 registered sellers and covering over 290,000 registered buyers across 31 provinces and regions [3] - The company has shifted towards a self-operated business model, focusing on high-demand products such as infant formula and dietary supplements, with self-operated business revenue reaching 802 million yuan in 2024, accounting for 77.7% of total revenue [5] Funding and Debt Situation - Haipai Ke has undergone multiple funding rounds, raising significant capital from various investors, including over 337.2 million USD in A round and 128 million USD in C round [7][8] - The company faces a substantial debt burden, with net liabilities recorded at 1.733 billion yuan, 1.917 billion yuan, and 2.001 billion yuan for the years ending December 31, 2022, 2023, and 2024, respectively [11] - The financial strain is exacerbated by the need to repurchase preferred shares from investors, leading to liquidity risks and potential limitations on operational funding and expansion plans [11]

Core Viewpoint - Haipai Ke, a leader in the maternal and infant market, is attempting to go public amid a challenging capital environment, revealing structural concerns beneath its market dominance and financial struggles [1] Financial Imbalance: Dual Strangulation of Growth and Debt - Haipai Ke's financial statements reflect a contradiction: while claiming to dominate the low-tier market, it faces a stark reality of sluggish revenue growth [2] - Profit cliff and gross margin collapse: Profits for 2022, 2023, and 2024 were 1 million, -56.54 million, and -78.83 million respectively, showcasing a dramatic decline from a small profit to a near 80 million loss [2] - A significant drop in gross margin by 11.4 percentage points over two years indicates that the "low-margin, high-volume" strategy in the low-tier market has failed due to competition from major e-commerce platforms [2] - The company is trapped in a capital cage with a net debt of 2 billion, necessitating continuous funding to maintain market share while struggling with low-margin operations [2] Industry Issues: The Curse of "Economies of Scale" - The financial structure of Haipai Ke reflects a common industry problem, where the maternal and infant vertical market struggles under pressure from larger competitors [3] Model Paradox: The "False Moat" of the Low-Tier Market - Haipai Ke's self-proclaimed "fortress" in the low-tier market is showing cracks due to consumption downgrade and competition from giants [4] - The shift to self-owned brands and operations has led to increased inventory pressure and cash flow consumption, while low-tier consumers show limited acceptance of high-priced maternal and infant brands [4] - The once blue ocean of the low-tier market has turned into a red sea, with major players like JD and Alibaba aggressively competing, undermining Haipai Ke's loose network of 290,000 registered buyers [4] - The declining birth rate over the past decade has shifted the competition from incremental growth to a battle for existing market share, making further expansion risky [4] Conclusion: Survival Game in a Tight Spot - Haipai Ke's IPO represents a race against time to secure capital for restructuring its business model, but without addressing the mismatch between low-tier consumer power and high growth expectations, the company faces long-term trust issues in the capital market [6] - The essence of business returns to the ability to generate profits in the low-tier market, determining who truly deserves the title of "king of the low-tier" [6]