Investment Rating - The report initiates coverage with a "Buy" rating for the company [4][6]. Core Insights - The company has established itself as a leading domestic beauty group through a multi-brand strategy, with a strong focus on product innovation and market responsiveness [2][18]. - The company is expected to achieve steady revenue growth driven by its main brand, Han Shu, and the gradual ramp-up of its sub-brands [4][31]. Summary by Sections Company Overview - The company has been deeply engaged in the beauty industry for over 20 years, launching multiple brands including Han Shu, Yi Ye Zi, and Hong Se Xiao Xiang, and is preparing to introduce new high-end and baby care brands [1][18]. Financial Analysis - The company experienced a significant revenue increase in 2023, with projected revenues of 67.93 billion and a net profit of 7.81 billion in 2024, reflecting growth rates of 62.08% and 69.42% respectively [5][25]. Business Operations - The company operates a diverse product matrix, with Han Shu accounting for 82% of revenue in 2024, while sub-brands are gradually gaining traction [30][31]. - The company is expanding its channel presence, particularly in Tmall, to complement its strong performance on Douyin [44][47]. Core Advantages - The company has established a robust R&D and marketing framework, with significant investments in proprietary research and a strong marketing presence on platforms like Douyin [3][22]. - The company’s main brand, Han Shu, has positioned itself effectively in the market, leveraging high-quality, cost-effective products to capture consumer interest [35][42]. Profitability Forecast - The company forecasts revenues of 84.90 billion, 102.89 billion, and 123.07 billion for 2025, 2026, and 2027 respectively, with corresponding net profits of 10.04 billion, 12.50 billion, and 15.20 billion [4][5].