Core Viewpoint - The stock price of Ruoyuchen (003010.SZ) has surged significantly, reaching a historical high of 47.36 CNY per share, which is 12.60 times its low of 3.76 CNY at the beginning of 2024, reflecting a cumulative increase of 245.35% as of October 9, 2025. This rise is supported by strong performance in sales and net profit growth, but it also raises concerns about the company's reliance on a few e-commerce platforms and imbalanced marketing and R&D expenditures [1][2][15]. Financial Performance - In 2024, Ruoyuchen achieved sales revenue of 1.766 billion CNY, a year-on-year increase of 29.28%. For the first half of 2025, sales revenue reached 1.319 billion CNY, marking a 67.55% year-on-year growth [1][4]. - The company has experienced a compound annual growth rate (CAGR) of 76.8% in net profit from 2022 to 2024, with a year-on-year increase of 85.60% in the first half of 2025 [1][9]. Brand Development - Ruoyuchen has transitioned from providing e-commerce services to developing its own brands, with significant contributions from its brands "Zhanjia" and "Feicui." The self-owned brand revenue has grown from 13.2% in 2022 to 45.8% in the first half of 2025 [5][6][7]. - The brand "Zhanjia" has achieved cumulative retail sales of 1.6 billion CNY from 2022 to the first half of 2025, with a remarkable year-on-year growth of 175.9% in the first half of 2025 [7][9]. Marketing and R&D Expenditure - The marketing expenditure in the first half of 2025 was over 30 times the R&D expenditure, raising concerns about the sustainability of this spending model. Marketing costs reached 5.99 billion CNY, with a significant portion directed towards online platforms like Douyin [2][11][12]. - R&D spending has remained relatively stable, but its proportion compared to marketing expenses has decreased significantly, indicating a potential risk in innovation and product development [12][13]. Shareholder Actions - The second-largest shareholder, Langzi Co., has been reducing its stake in Ruoyuchen, cashing out over 400 million CNY since the stock price increase began. This reduction in shareholding raises questions about the confidence of institutional investors in the company's future [3][18][20]. - The actual controllers of Ruoyuchen, Wang Yu and Wang Wenhui, have seen their salaries increase by over 50% in the past three years, reflecting the company's financial growth but also potentially raising concerns about executive compensation relative to company performance [16][19]. International Market Presence - As of the first half of 2025, 32.6% of Ruoyuchen's revenue came from overseas markets, indicating a growing international presence and diversification of revenue sources [10][15].