中经记者 钟楚涵 孙吉正 上海报道 目前，丽人丽妆正在面临业绩下滑的困境。近日，丽人丽妆公告显示，预计2025年的亏损将扩大至6320 万—7900万元。在此前2024年，丽人丽妆亏损2440万元。同时，在营收规模上，丽人丽妆也已经较巅峰 时期大幅缩水。 对于丽人丽妆业绩持续下滑，上海财经大学数字经济研究院副院长崔丽丽向《中国经营报》记者表 示："在当前主流电商运营方法向直播及相关平台转型的过程中，以货架电商为主的服务商在这方面的 业务多多少少都受到了影响，转型不是很及时。另外，自有品牌的孵化进展不是很快，品牌打造的效果 还没有达到能够撑起营收的程度。" 依赖天猫渠道 自有品牌尚在培育期 在2024年年报中，对于营收同比下滑，丽人丽妆表示，主要系公司与部分合作品牌转变运营模式、与部 分品牌终止合作运营以及部分合作品牌销售收入未达预期所致。 近日，丽人丽妆表示，预计2025年实现归属于上市公司股东的净利润为-7900万—-6320万元，将出现亏 损。对于亏损的原因，丽人丽妆方面表示，主要系公司自有品牌处于产品创新及经营推广期，研发及营 销推广持续投入，未产生相应的经济效益，自有品牌店铺经营亏损所致。 实际上，近 ...

Investment Rating - The report maintains a "Recommended" rating for the company with a target price of 16.1 CNY per share [2][8]. Core Views - The company has optimized its cost structure and accelerated the cultivation of its own brand, leading to significant profit growth. In 2024, the company achieved revenue of 1.08 billion CNY, a slight decrease of 0.3% year-on-year, while the net profit attributable to the parent company increased by 54.4% to 30 million CNY [2][4]. - The first quarter of 2025 showed a revenue of 280 million CNY, a decrease of 1.0% year-on-year, but the net profit attributable to the parent company increased by 1.4% to 20 million CNY [2][4]. Financial Summary - **2024 Financial Performance**: - Total revenue: 1,079 million CNY - Net profit attributable to the parent: 31 million CNY - Earnings per share: 0.11 CNY - Gross margin: 20.8%, up 3.1% year-on-year [4][9]. - **2025-2027 Projections**: - Expected revenue growth: 1,152 million CNY in 2025, 1,256 million CNY in 2026, and 1,393 million CNY in 2027, with year-on-year growth rates of 6.8%, 9.0%, and 10.9% respectively [4][9]. - Projected net profit attributable to the parent: 32 million CNY in 2025, 51 million CNY in 2026, and 68 million CNY in 2027, with growth rates of 3.5%, 59.6%, and 32.1% respectively [4][9]. - **Cost Structure**: - The company has improved its gross margin through increased procurement from joint ventures, leading to a gross margin of 24.3% in Q1 2025, up 3.9 percentage points year-on-year [2][4]. Product Performance - In 2024, the company’s product segments showed varied performance: - Adult incontinence products: Revenue of 558 million CNY, down 1.33% year-on-year - Baby care products: Revenue of 416 million CNY, up 6.82% year-on-year - Pet hygiene products: Revenue of 69 million CNY, down 22.48% year-on-year [2][8]. - The company launched several new products in 2024, generating nearly 40 million CNY in sales, indicating a focus on expanding its product matrix [2][8].

Investment Rating - The report maintains a "Recommended" rating for the company with a target price of 16.1 yuan per share [2][8]. Core Insights - The company reported a revenue of 1.08 billion yuan and a net profit attributable to shareholders of 30 million yuan for 2024, showing a slight revenue decline of 0.3% year-on-year but a significant net profit increase of 54.4% [2][4]. - In Q1 2025, the company achieved a revenue of 280 million yuan, with a net profit of 20 million yuan, reflecting a 1.0% decline in revenue but a 1.4% increase in net profit year-on-year [2][4]. - The company continues to optimize its cost structure and accelerate the cultivation of its own brand, with a focus on adult incontinence products, baby care, and pet hygiene products [2][8]. Financial Performance Summary - For 2024, the total revenue is projected to be 1,079 million yuan, with a year-on-year growth rate of -0.3%. The net profit is expected to reach 31 million yuan, with a growth rate of 54.4% [4][9]. - The company anticipates revenue growth of 6.8% in 2025, reaching 1,152 million yuan, and a net profit of 32 million yuan, with a growth rate of 3.5% [4][9]. - The gross margin for 2024 is reported at 20.8%, an increase of 3.1 percentage points year-on-year, attributed to improved cost structure [8][9]. Product and Market Development - The company has developed a range of new products, including specialized series for institutions and seasonal products, with new product sales expected to approach 40 million yuan in 2024 [8]. - During the Double Eleven shopping festival, the company's own brand adult diapers achieved an online GMV exceeding 70 million yuan, with a year-on-year growth of over 20% [8]. Future Projections - The company is expected to achieve net profits of 32 million yuan in 2025, 51 million yuan in 2026, and 68 million yuan in 2027, with corresponding P/E ratios of 127, 80, and 60 [8][9].