事实上，自2020年9月在上交所挂牌，丽人丽妆的营收就"跌跌不休"，从2021年高位的41.55亿元一路下坡，2024年仅有17.28亿元，缩水过半。目前丽人丽妆 市值约41亿元。 "美妆代运营第一股" 2016年花2200万元拍下网络红人Papi酱的首个贴片广告，让丽人丽妆及其创始人黄韬从幕后走到台前。随之而来的还有一份IPO招股书。 A股最贵的分手费出自康泰生物，当时市值达到235.54亿元，这一纪录至今未被打破 一则离婚案引发市场关注。 8月22日，上市公司丽人丽妆发布公告，控股股东、实际控制人黄韬因涉及离婚后财产纠纷所涉的1674.7538万股无限售流通股已办理完毕过户登记手续。本 次过户登记完成后，黄韬持股比例由32.46%降至28.28%，前妻翁淑华持股4.18%。若按8月21日收盘价计算，后者获得股权市值约1.7亿元。 近年，美妆消费降温，作为化妆品网络零售服务商的丽人丽妆日子也不好过。今年一季度营收仅3.61亿元，同比下滑23.58%；预计2025年半年度归属于上市 公司股东的净利润亏损3000万元至4250万元。 然而，短短十年，行业格局大变样——美妆行业整体"退热"，需求不足，价格失守，丽 ...

Core Viewpoint - Guangzhou Ruoyuchen Technology Co., Ltd. is planning to issue H-shares and apply for listing on the Hong Kong Stock Exchange, following other beauty TP companies, indicating a trend of dual listing in the beauty industry [1][2][3] Company Overview - Ruoyuchen, established in 2011 and listed on the Shenzhen Stock Exchange in 2020, is a beauty TP enterprise that provides comprehensive e-commerce services for brand owners, including online store operations and marketing [3][4] - The company has expanded its business from maternal and infant products to beauty, health products, and household cleaning, establishing itself as a global consumer brand digital management company [3][4] Financial Performance - For the first half of 2025, Ruoyuchen's net profit is projected to be between 63 million and 78 million yuan, a year-on-year increase of 61.81% to 100.33% compared to 38.93 million yuan in the same period last year [3][4] - In 2024, Ruoyuchen achieved revenue of 1.766 billion yuan, a year-on-year growth of 29.26%, and a net profit of 106 million yuan, up 94.58% from the previous year [4][6] Industry Context - The beauty TP industry is currently undergoing a deep adjustment period, with many companies struggling to survive. The total revenue of six listed beauty TP companies dropped from 9.99 billion yuan in 2022 to 7.653 billion yuan in 2024, a cumulative decline of 23.3% [4][5] - Despite the industry's downturn, Ruoyuchen has emerged as a rare success story, demonstrating strong growth resilience [5][7] Business Transformation - Ruoyuchen is transitioning from a "TP operator" to a "comprehensive brand service provider," focusing on self-owned brands and brand management to achieve structural growth [8][12] - The company's brand management business has rapidly grown, with revenue increasing from 160 million yuan in 2023 to 501 million yuan in 2024, marking a growth of 212.24% [10][11] Strategic Positioning - Ruoyuchen has diversified its business model by developing a balanced portfolio across various categories, reducing reliance on a single category. In 2024, the beauty category accounted for 34%, while household cleaning, maternal and infant products, and health products made up 28%, 21%, and 13%, respectively [12]

Core Viewpoint - The company, Shanghai Kaijie E-commerce Co., Ltd. (hereinafter referred to as "Kaijie E-commerce"), has submitted its IPO application to the Hong Kong Stock Exchange, marking its fourth attempt to enter the capital market after previous unsuccessful attempts in 2016, 2021, and 2023. The company aims to raise funds for strategic business expansion, technology procurement, marketing, and enhancing digital capabilities [1][2]. Industry Overview - The beauty e-commerce agency industry has experienced significant structural changes since 2021, with a slowdown in growth and market differentiation. The compound annual growth rate (CAGR) was approximately 25% before 2021, with the market size projected to grow from 30 billion yuan in 2020 to 80 billion yuan by 2025. However, recent years have seen a decline in growth rates due to rising traffic costs and the trend of international brands establishing their own teams [2][5]. - Among six selected listed companies in the industry, four reported revenue declines, with notable drops in companies like Liren Lizhuang, which saw a 37.44% decrease in revenue and a net profit loss of 182.64% [2][3]. Company Performance - Kaijie E-commerce's revenue and net profit have declined for three consecutive years from 2022 to 2024, with revenues of 1.829 billion yuan, 1.723 billion yuan, and 1.699 billion yuan, reflecting decreases of 5.8% and 1.4% in 2023 and 2024, respectively. Net profits also fell to 86 million yuan, 68 million yuan, and 60 million yuan, with declines of 21.8% and 10.6% in the same years [5][9]. - The company's gross profit margin has decreased from 24% in 2022 to 21.8% in 2024, with both to-C and to-B business segments experiencing declines in their respective margins [7][9]. Dependency on Major Brands - Kaijie E-commerce has shown a growing dependency on its top five brands, with their contribution to Gross Merchandise Volume (GMV) increasing from 64.4% in 2022 to 80.4% in 2024. However, the revenue contribution from these brands has not kept pace, indicating a potential weakening of the company's bargaining power with these clients [11][12][14]. - The company has served over 200 brands, but the revenue from the top five brands has decreased from 62.2% in 2022 to 52.8% in 2024, highlighting a concerning trend in revenue generation despite increasing GMV [12][14].

Core Viewpoint - The company reported a significant decline in revenue while achieving substantial growth in net profit, indicating a challenging balance between market expansion and cost control [1][2]. Revenue and Profit Discrepancy - The company's revenue decreased to 422 million yuan, a year-on-year decline of 33.91%, primarily due to the weakness in its core business and a significant reduction in brand online sales services [1][2]. - Despite the revenue drop, net profit reached 13 million yuan, reflecting a year-on-year increase of 90.5%, driven by cost control and operational efficiency improvements [1][2]. - The reduction in sales expenses and marketing investments raises concerns about future business growth potential [2]. Research and Development Challenges - The company has shown a worrying trend in R&D investment, with a continuous decrease in R&D expenses and a decline in the number of R&D personnel, indicating insufficient investment in technological innovation [3]. - The focus on operational efficiency over R&D may hinder the company's ability to compete effectively in the beauty e-commerce sector, where technology-driven service capabilities are crucial [3]. - An increase in the number of shareholders and a decrease in share concentration suggest a lack of confidence in the company's future development [3]. Conclusion: Need for Strategic Rebuilding - To achieve sustainable growth, the company must optimize its market strategy by reassessing customer structure and market layout, enhancing competitiveness in the domestic market, and exploring opportunities in emerging markets [4]. - Increasing R&D investment is essential to make technological innovation a core driver of long-term development, thereby enhancing digital service capabilities and market competitiveness [4].

Core Insights - The Chinese beauty e-commerce agency industry is facing a transition from rapid growth to a focus on high-quality development, with challenges such as the rise of international brand self-operated teams and increasing customer acquisition costs [1][2] Industry Growth and Challenges - The industry previously experienced a compound annual growth rate of 20%, but growth is expected to slow to 15%-16% by 2025, with significant differentiation among companies [2] - Major players are achieving growth through brand incubation and technological empowerment, while smaller agencies struggle with economic scalability and high investment risks [2] - The shift towards self-operation by international brands has led to revenue declines of over 30% for some agencies, highlighting a lack of core competitive advantages [2] Cost Pressures and Profitability - Rising customer acquisition costs, which now exceed 50% of expenses, and a 40% year-on-year increase in costs on platforms like Douyin are squeezing profit margins [3] - Insufficient investment in technology, averaging less than 3% of revenue for agencies compared to 8% for international brands, is hindering productivity growth [3] Systemic Challenges in Business Models - Agencies are often relegated to the role of executors, overly reliant on sales commissions and unable to share in brand value growth [4] - The emergence of new MCN (Multi-Channel Network) organizations is blurring industry boundaries, posing a direct threat to traditional agencies [4] - High dependency on a few major clients creates vulnerabilities, as seen in cases where the loss of a single client led to significant losses [4] Pathways for Transformation - Agencies must transition from labor-intensive models to technology-driven operations, focusing on user behavior prediction, intelligent supply chain management, and cross-platform content generation [5] - Establishing deep vertical ecosystems and creating unique value propositions in niche markets will be crucial for survival [5] Global Expansion Opportunities - The explosive growth of the Southeast Asian beauty e-commerce market, projected to reach a 45% growth rate by 2025, presents new opportunities for Chinese agencies to offer digital retail solutions [6] - A shift from service fees to value-sharing models is emerging, as demonstrated by successful acquisitions and the potential for creating beauty industry cloud platforms [6] Conclusion - The Chinese beauty agency industry is at a pivotal moment, where companies that embrace technological innovation and redefine their business models will emerge as leaders, while those clinging to traditional methods may become obsolete [7]

丽人丽妆的困境本质是"品牌寄生虫"商业模式的危机。其长期依赖外资品牌代理，但在行业剧变中暴露 出三大短板： 合作品牌撤退潮：与后、雪花秀等品牌终止合作，雅漾等转为代运营，导致营收断崖式下跌。前五大供 应商采购额占比较高，核心品牌依赖度过高，抗风险能力脆弱。 自有品牌"伪创新" ：虽宣称自有品牌（如玉容初、美壹堂）营收增长良好，但实际营收占比较低。主 打"藏红花情绪护肤"等概念，缺乏实质性技术壁垒，在薇诺娜（敏感肌修复）、珀莱雅（抗衰老）等成 熟品牌的挤压下难以突围。 战略摇摆与资源错配：一边收缩库存以保现金流，另一边却投入数亿元购买低收益理财产品，被市场质 疑"脱实向虚"。 公司的治理结构和资本市场信任度也加速了颓势： 管理层动荡：董事吕健美、独董谢乐相继离职，董事会换届在即，战略连续性存疑。 2024年，丽人丽妆交出了一份令市场失望的答卷：营收同比暴跌37.44%至17.28亿元，净利润由盈转 亏，亏损2440万元，同比降幅达182.64%。这是其自2020年上市以来连续第四年营收下滑，累计缩水幅 度高达62.43%。 营收连续四年下降 转型阵痛加剧 公司赖以生存的电商代运营模式遭遇双重打击。一方面，韩系美 ...