Investment Rating - The report assigns an "Accumulate" rating for the company, marking its first coverage in the market [5][8]. Core Insights - The company is a well-known young jewelry brand in China, focusing on product strength, brand power, and channel capabilities to drive growth [5][7]. - The company has a strong emphasis on product originality and fashion design, targeting young consumers with its jewelry offerings [7][14]. - The report anticipates significant revenue growth, projecting revenues of 29.54 billion, 36.28 billion, and 43.52 billion yuan for 2025, 2026, and 2027 respectively, with year-on-year growth rates of 25.30%, 22.82%, and 19.97% [6][51]. Summary by Sections Company Overview - The company, established in 2009, integrates jewelry design, sales, and brand management, focusing on young consumer demographics [7][14]. - It operates multiple jewelry brands, including "MCLON," "FENGHUA," and "OWNSHINE," emphasizing a youthful, light luxury, and emotional jewelry concept [7][14]. Financial Performance - The company is expected to achieve a net profit of 1.22 billion, 1.57 billion, and 1.90 billion yuan for 2025, 2026, and 2027, with corresponding growth rates of 26.97%, 28.42%, and 21.25% [6][51]. - The projected earnings per share (EPS) are 0.47, 0.60, and 0.73 yuan for the same years, with price-to-earnings (P/E) ratios of 43.20, 33.64, and 27.75 respectively [6][51]. Market Strategy - The company is enhancing its online presence, with e-commerce expected to contribute nearly 55% of total revenue by 2024, reflecting a significant increase from 3% in 2019 [7][14]. - The report highlights the company's strategy of expanding its physical store presence outside its home province of Zhejiang, aiming to become a national jewelry brand [7][46]. Product Development - The company has seen rapid growth in its gold product line, with revenue from gold products increasing from 570 million to 2.28 billion yuan from 2019 to 2024, significantly raising its revenue share [31][35]. - The design team plays a crucial role in product iteration, with over a thousand new SKUs launched annually, enhancing consumer repurchase rates [36][38]. Industry Trends - The jewelry market is experiencing a shift towards self-expression and personal enjoyment, with gold products gaining a larger market share [23][27]. - The report notes a growing consumer preference for Eastern aesthetic styles, which is reflected in increased social media engagement [27][29].