Core Viewpoint - Three squirrels (300783.SZ) has initiated its IPO process in Hong Kong after its revenue returned to over 10 billion RMB, aiming to strengthen its position in the snack market through global supply chain enhancement, channel expansion, digital capability improvement, and strategic investments [1][2]. Company Overview - Founded in 2012, Three Squirrels has grown from a single nut product to the largest Chinese snack company, with revenue increasing from 924 million RMB in 2014 to 10.17 billion RMB in 2019, achieving a compound annual growth rate (CAGR) of 57.2% [2]. - The company faced a decline in revenue from 2020 to 2023, dropping to 7.115 billion RMB due to rising customer acquisition costs and challenges in offline expansion [2][3]. - In 2024, Three Squirrels' revenue rebounded to 10.622 billion RMB, marking a historical high, with a net profit of 408 million RMB [2][3]. Market Position - As of 2024, Three Squirrels ranks as the fourth largest snack company in China, with a retail revenue of 13.98 billion RMB and a market share of 3.2% [4][6]. - The company has the fastest CAGR among the top five snack companies in China, at 18.86% from 2022 to 2024 [4]. Industry Trends - The Chinese snack market is projected to grow from 1.0816 trillion RMB in 2019 to 1.344 trillion RMB in 2024, with a CAGR of 4.4% [7]. - Consumer demand is shifting towards healthier, personalized snacks, with increasing interest in low-sugar, low-fat, and high-protein options [11]. Competitive Landscape - The snack market is highly fragmented, with the top five companies holding only 5.9% of the total market share, necessitating strong brand influence and product competitiveness for success [12]. - Three Squirrels has implemented a "high-end cost-performance" strategy to enhance product competitiveness and market share, but faces challenges in balancing cost control and pricing strategies [12][13]. Product and Pricing Strategy - In 2024, the average selling prices of core products such as nuts and baked goods decreased significantly, which may compress profit margins if low pricing is maintained [13]. - The company is exploring multi-brand and new product categories to diversify risks and identify new growth points, although some brands are still in the incubation stage [15]. Future Outlook - The IPO is a critical decision for Three Squirrels, presenting both opportunities and challenges. The company must effectively utilize the raised funds to address strategic, channel, and product innovation issues to enhance brand competitiveness and market adaptability [15].

Core Viewpoint - Three Squirrels, a leader in the snack food industry, has submitted its prospectus to the Hong Kong Stock Exchange, aiming to become the first snack food company listed on both A-shares and H-shares [1] Company Overview - Founded in 2012 by Zhang Liaoyuan, Three Squirrels capitalized on the booming e-commerce sector, particularly in the emerging snack e-commerce market, using a unique "online marketing + offline OEM" model to establish brand recognition [1] - The company successfully went public on the A-share market in 2019, achieving a market capitalization of over 80 billion yuan on its first trading day with an initial share price of 14.68 yuan [1] - At its peak, the share price reached 90.87 yuan, with a total market value exceeding 360 billion yuan [1] - Zhang Liaoyuan's personal wealth surged to 111.7 billion yuan in 2019, making him the 235th richest person in China according to Forbes [1] Shareholding Structure - As of the upcoming IPO in Hong Kong, Zhang Liaoyuan directly holds 40.37% of the company's shares and an additional 1.67% indirectly through Liao Yuan Investment, totaling 42.04% control [2] Market Challenges - The snack industry is facing increasing competition, leading to severe product homogenization and intensified price competition, which has pressured Three Squirrels' market share [2] - In response, the company launched a "high-end cost-performance" strategy at the end of 2022, which included significant price reductions and increased investment in new product development [2] Financial Performance - The company's revenue projections for 2022 to 2024 are as follows: 72.93 billion yuan in 2022, 71.15 billion yuan in 2023, and 106.22 billion yuan in 2024, indicating a recovery back to the "100 billion club" in 2024 [2] - Gross profit figures for the same period are projected at 19.13 billion yuan, 16.15 billion yuan, and 25.26 billion yuan, with corresponding gross margins of 26.2%, 22.7%, and 23.8% [2] - Net profits are expected to rise from 1.29 billion yuan in 2022 to 4.08 billion yuan in 2024 [2] Product Development - By the end of 2024, Three Squirrels will have over 1,000 standard product units (SPUs) and plans to launch more than 600 new SPUs across various categories, including snacks, baked goods, and meat products [3] - The company has evolved from a single nut category to become the largest Chinese snack food enterprise, with the fastest growth rate among the top five companies in the industry based on compound annual growth rate from 2022 to 2024 [3]

Core Insights - The company reported a revenue of 3.723 billion yuan for Q1 2025, a year-on-year increase of 2.13%, but the net profit attributable to shareholders decreased by 22.46% to 239 million yuan [1][3] - The company has submitted an application for overseas listing of H-shares on the Hong Kong Stock Exchange [3] - The company experienced a significant revenue growth of 49.3% in 2024, reaching 10.622 billion yuan, with a net profit increase of 85.51% to 407 million yuan [3] Financial Performance - In Q1 2025, the company achieved a revenue of 3.723 billion yuan, marking a 2.13% increase year-on-year [1] - The net profit for Q1 2025 was 239 million yuan, reflecting a decline of 22.46% compared to the previous year [1] - The company reported a revenue of 10.622 billion yuan for the full year of 2024, with a net profit of 407 million yuan, indicating a year-on-year growth of 49.3% and 85.51% respectively [3] Profitability and Margins - The company's gross margin has shown instability in recent years, with rates of 26.2%, 22.7%, and 23.8% from 2022 to 2024 [3] - The highest gross margin channel for the company is short video platforms, which have maintained a gross margin exceeding 30% for three consecutive years [3] Strategic Developments - The company has made several acquisitions in recent years, including the purchase of three companies in 2024, which aligns with its strategy of entering the mass snack market [3] - The company has emphasized a "high-end cost-performance" strategy following its acquisitions [3] Market Reaction - On April 28, the company's stock price fell by 6.76%, closing at 27.74 yuan per share, with a total market capitalization of approximately 11.12 billion yuan [4]

Summary of the Conference Call for Three Squirrels Company Overview - **Company**: Three Squirrels - **Industry**: Snack Food and Beverage Key Points and Arguments 2024 Performance - Three Squirrels achieved over 10 billion in revenue and a profit exceeding 400 million in 2024, driven by a high-end cost-performance strategy initiated in 2023 and positive impacts from special sales events like the New Year Festival [3][4][6] Revenue Growth Drivers - Revenue growth in 2024 was attributed to channel expansion and product category growth, with significant contributions from: - Short video channels generating approximately 1.1 billion in transaction volume - New distribution contributing 1.2 billion - E-commerce contributing 800 million - Nut category contributing 1.5 billion, with new distribution playing a key role [4][6] Strategic Focus for 2025 - The strategic focus for 2025 includes: - Adjusting product categories, aiming for snacks to account for over 50% of sales - Enhancing offline channel contributions through new distribution and community discount stores - Adapting sales node structures to market changes [4][7][8] Supply Chain and Product Development - Plans to strengthen supply chain through four GA bases and a "one product, one chain" approach for high-end cost-performance products [4][5][17] - New distribution model driven by product categories, leveraging self-owned brand supply chain advantages [18] Digital and Offline Distribution Strategies - Optimistic about offline distribution, planning to launch several dairy products and improve logistics efficiency through digital distribution [11][18] - Despite a slowdown in Douyin's growth, it remains a key channel for product insights and content [12][13] Global Expansion and Supply Chain - Committed to global supply chain development, with new factories in Cambodia and site selection in Thailand [17][19] - Focus on deep processing in Vietnam and Cambodia to enhance production efficiency [19] Profitability and Cost Management - Aiming for a 30% gross profit growth in 2025, primarily through organic growth [25] - Non-recurring income reductions are not expected to negatively impact profit margins due to ongoing government subsidies [27] Organizational Efficiency - Significant improvement in personnel efficiency, with a reduction in employee numbers from 4,600 in 2019 to over 2,300 in 2024 while maintaining revenue levels [6][22] Product Strategy and Market Adaptation - Emphasis on multi-brand and multi-category offerings in the beverage market, with plans to accelerate dairy product layouts [15] - New community discount formats are seen as an opportunity due to the company's extensive SKU range and strong supply chain [16] Future Outlook - 2025 is viewed as a crucial year for structural adjustments, with expectations that profit growth will outpace revenue growth as asset ratios improve [30] - Continuous investment in supply chain optimization and product development to ensure competitive positioning [31] Additional Important Insights - The company is exploring new offline channels, including convenience stores and community discount formats, to enhance retail solutions [14][31] - A robust feedback mechanism is in place to ensure successful product launches, involving market insights and rapid testing [33]