招股书的另一组数据也揭示了净利润增长更直接的原因：2023年、2024年以及2025年前三季度，该公司 销售及分销开支分别为12.68亿元、12.38亿元、8.71亿元，销售及分销开支占收入的比重分别为65.1%、 59.4%、57.6%，呈现下降趋势。换言之，在营收增长的同时，公司可能通过有效控制曾经高昂的市场 费用，快速释放了利润。 对此，HBN相关负责人对中国商报记者回应称，公司已从"战略投入期"迈入"高质量收获期"。与此同 时，针对市场对其多品牌布局的关注，该负责人称，公司对已注册的新品牌"洛可馨"，目前仅为正常的 品牌储备与孵化探索，并不等同于该品牌已进入实质性业务开展阶段。 近日，国内功效护肤品牌HBN的母公司深圳护家科技（集团）股份有限公司（以下简称护家科技）正 式向港交所递交上市申请。此次IPO招股书的部分内容引发市场重点关注：公司净利润增速为何显著高 于营收增速？其收入高度依赖单一品牌，是否存在结构性风险？ 市场关注其利润"剪刀差"与单一品牌风险 招股书数据显示，护家科技在2023年扭亏为盈后，盈利进入快速提升通道。2024年，其净利润从上一年 的约3900万元猛增至1.29亿元，增速超过2 ...

Core Viewpoint - HBN, a skincare brand, has submitted its application for a mainboard listing on the Hong Kong Stock Exchange, aiming to become the first stock representing "true efficacy skincare" in China and to leverage international capital markets for long-term development [1] Group 1: Company Overview - HBN was founded in 2019 with a commitment to the philosophy of "true efficacy" and a belief in the long-termism of "slow research" [2] - The brand has established itself among the top ten domestic skincare brands in China and is the largest domestic brand in the improvement skincare market [2] - HBN is recognized as a pioneer in the domestic retinol anti-aging sector and was one of the first brands to propose the "morning C, evening A" skincare concept [2] Group 2: Market Position and Performance - HBN's retinol and α-arbutin products have ranked first in sales in their categories for three consecutive years (2022-2024), creating a rare series of enduring bestsellers among domestic brands [2] - The company has accumulated over 4.6 million repeat customers, with average order values steadily increasing [3] - HBN's average repurchase rates on platforms like Tmall and Douyin are 35.4% and 44.0% respectively, significantly exceeding industry averages [3] Group 3: Financial Performance - HBN has experienced steady revenue growth, with total revenue reaching 2.08 billion yuan in 2024 and 1.51 billion yuan in the first three quarters of 2025, reflecting a year-on-year growth of 10.2% [4] - Adjusted net profit increased from 90 million yuan in 2023 to 130 million yuan in 2024, and further to 150 million yuan in the first three quarters of 2025 [4] - The adjusted net profit margin improved from 4.7% in 2023 to 6.2% in 2024, and reached 9.6% in the first three quarters of 2025, indicating a transition to a sustainable growth phase [4] Group 4: Research and Development - HBN has published 50 SCI-indexed papers, ranking first among domestic skincare brands for papers published as the first author [3] - The company ranks third among domestic brands in the number of new cosmetic raw materials registered by its own research and development as of September 2025 [3] - HBN has established a rigorous efficacy verification system and is the only skincare brand in China to conduct real-world efficacy testing for its entire product line through an international authority [3] Group 5: Future Outlook - HBN aims to establish a comprehensive multi-dimensional efficacy verification system throughout the product lifecycle, expanding verification from laboratories to real-world settings [4] - The company is promoting the establishment of industry standards for cosmetic efficacy evidence assessment, which is expected to lead to more standardized and transparent efficacy claims across the industry [4] - The upcoming listing in Hong Kong is seen as a critical step for HBN to transform its systematic research capabilities into broader market influence [5]

Core Viewpoint - Shenzhen HBN Technology (Group) Co., Ltd. is set to list on the Hong Kong Stock Exchange, aiming to become the first stock representing "true efficacy skincare" in China, showcasing a model of sustainable growth driven by systematic innovation in research and development [2][12]. Group 1: Company Overview - Founded in 2019, HBN adheres to the philosophy of "true efficacy" and believes in a long-term approach to research, focusing on building a healthy and sustainable brand development path [4]. - HBN has established itself among the top ten domestic skincare brands in China and is the largest domestic brand in the improvement skincare market, according to a report by ZhiShi Consulting [5]. Group 2: Market Position and Product Leadership - HBN has achieved a leading market position, particularly in the A-retinol anti-aging category, being one of the first domestic brands to propose the "morning C, evening A" skincare concept. Its A-retinol products have ranked first in sales for three consecutive years from 2022 to 2024 [7]. - The company has published 50 papers in SCI-indexed journals, ranking first among domestic skincare brands for first-author publications, demonstrating its strong research capabilities [8]. Group 3: User Trust and Financial Performance - HBN has accumulated over 4.6 million repeat customers, with average transaction values steadily increasing. The brand's average repurchase rates on platforms like Tmall and Douyin reached approximately 35.4% and 44.0% in 2025, significantly exceeding industry averages [10]. - The company reported a total revenue of 2.08 billion yuan in 2024, with a year-on-year growth of 10.2% in the first three quarters of 2025, and adjusted net profits increased from 90 million yuan in 2023 to 150 million yuan in the first three quarters of 2025 [10]. Group 4: Industry Growth and Future Potential - The skincare market in China is experiencing structural growth, with the top ten dermatological skincare brands projected to exceed 30 billion yuan in retail sales by 2024, reflecting a compound annual growth rate of over 16.7% from 2019 to 2024, outpacing the overall industry growth rate of approximately 8.6% [13]. - HBN is establishing a comprehensive efficacy verification system that spans the entire product lifecycle, aiming to enhance the credibility of efficacy claims and promote a more standardized approach within the industry [13][14].