Core Viewpoint - The company "爷爷的农场" (Grandpa's Farm) is preparing for an IPO on the Hong Kong Stock Exchange, with a focus on the baby food market, where it ranks second in China with a GMV of 1.5 billion yuan and a market share of approximately 3.3% [2]. Group 1: Company Overview - "爷爷的农场" was established in 2015 and launched its first baby food product in 2018, expanding into the family food sector in 2021, creating two main business segments [3]. - The baby food segment is the primary revenue driver, generating 627 million yuan in the first nine months of 2025, accounting for over 80% of total revenue [3]. - The family food segment includes liquid milk, convenience foods, rice products, and seasonings, contributing 153 million yuan, or 19.6% of total revenue in the same period [3]. Group 2: Market Position and Competition - The company faces competition from the leading brand "英氏控股" (Ying's Holdings), which has a GMV of 2.6 billion yuan and a market share of 5.7% [2]. - The company has established a distribution network that includes 12 well-known maternal and infant retail chains and over 2,000 key retail outlets, reaching more than 10,000 terminal stores through 342 distributors [3]. Group 3: Industry Challenges - The company anticipates a decline in the number of children aged 0-6 years, projected to drop to approximately 60.9 million by 2029, with a compound annual growth rate of -5.5%, which may impact potential consumer numbers and revenue [3]. - The brand has faced controversy regarding its "foreign brand" image, as it was initially marketed as a Dutch brand, but is primarily operated by a Chinese company [4][5]. Group 4: Production and Quality Control - The company relies heavily on OEM manufacturing, with 62 suppliers, of which only 13 are overseas partners, raising concerns about quality control [6]. - The company has faced multiple product quality issues, including instances of non-compliance with safety standards, which could undermine consumer trust [10][12]. Group 5: Financial Performance - The company reported revenues of 622 million yuan in 2023 and 875 million yuan in 2024, with a year-on-year growth of 40.6% [13]. - The gross margin for the company reached 57.3% in the first nine months of 2025, comparable to leading brands in the food and beverage industry [14]. - Marketing expenses have increased significantly, accounting for over 36% of revenue, while R&D spending remains low, leading to declining net profit margins [15][16].