Core Insights - The article highlights the rapid growth and potential of the Chinese personal care brand, Hanmu Huatian, which aims to become the first domestic personal care brand listed on the Hong Kong Stock Exchange [1][3] - The company has shown impressive financial performance, but concerns regarding its profitability quality and sustainability have been raised due to its high marketing expenses and low research and development investment [1][5][7] Financial Performance - Hanmu Huatian's revenue is projected to grow from 1.199 billion yuan in 2023 to 1.499 billion yuan in 2024, with a significant increase to 1.895 billion yuan in the first three quarters of 2025, representing a 76.7% year-on-year growth [3] - The adjusted net profit is expected to rise from 23.7 million yuan in 2023 to 82.8 million yuan in 2024, marking a 249.4% increase, with the net profit for the first nine months of 2025 reaching 148 million yuan, a 197.2% year-on-year growth [3] Sales Channels - The majority of Hanmu Huatian's sales come from online channels, with revenues from these sources being 1.027 billion yuan, 1.137 billion yuan, 807 million yuan, and 1.445 billion yuan for the years 2023, 2024, and the first nine months of 2024 and 2025, respectively, accounting for 85.7%, 75.9%, 75.3%, and 76.3% of total revenue [4] - The company is also expanding its offline presence, increasing the number of distributors from 187 at the end of 2023 to 454 by the end of September 2025, with offline revenue share rising from 13.9% to 23.5% [4] Profitability Concerns - Despite a high gross margin of 65.8%, 62.3%, and 63.3% from 2023 to the first nine months of 2025, the adjusted net profit margin remains low at 2%, 5.5%, and 7.8%, indicating a significant disparity between gross and net profit [5] - The company's profitability is heavily reliant on cost control, raising concerns about potential volatility in net profit due to rising raw material costs and marketing expenses [5] Marketing and R&D Investment - Hanmu Huatian's marketing expenses are substantial, with costs reaching 637 million yuan, 677 million yuan, and 896 million yuan for 2023, 2024, and the first nine months of 2025, representing 53.1%, 45.2%, and 47.3% of total revenue [7] - In contrast, the company's R&D investment has been declining, with expenditures of 28.62 million yuan, 32 million yuan, and 28.14 million yuan for the same periods, accounting for only about 1.5% of sales revenue in 2025, significantly lower than the industry average [8]