"她低头闻花时，我好像看见玫瑰成了精。" 那是迪丽热巴代言半亩花田的一幕，仅仅半小时就冲上热搜。这个也许大多数人没听过的国货品牌，却在抖音上卖成了爆款。 现在它要IPO了——投资界获悉，山东花物堂化妆品股份有限公司（简称"花物堂"）递表港交所，中信证券为独家保荐人。 花物堂，正是半亩花田的母公司。始于济南平阴的一朵玫瑰，山东亓云吉、商西梅夫妇从花植纯露做起，乘着内容电商东风做起身体乳、洁面乳、面膜、 洗发水，迅速崛起为网红品牌。其中，抖音成了花物堂的主阵地。 由此望去，新年赴港上市依旧络绎不绝——君乐宝、钱大妈、袁记云饺、老乡鸡等排队递表。不止壁仞科技、智谱、MiniMax，港交所门前还排着一支长 长的消费公司队伍。 济南夫妇撑起一个IPO 半亩花田的故事，始于一对山东夫妇。 早年间从大山里走出，亓云吉、商西梅夫妇做过花草茶饮生意，发现花瓣有一定的功效价值。经过考察，两人把目光投向了家乡——有着"玫瑰之乡"美誉 的济南平阴。 说起来，平阴的玫瑰栽培史可以追溯到唐代。优良的地理条件，赋予了重瓣玫瑰药食同源的品质。2010年，夫妻二人创立半亩花田，使用引种的格拉斯玫 瑰研发出第一款玫瑰纯露产品，同时开始打造原料种 ...

Core Viewpoint - Shandong Huawutang Cosmetics Co., Ltd., the parent company of the popular domestic brand "Banmu Huatian," is preparing for an IPO on the Hong Kong Stock Exchange, with CITIC Securities as the sole sponsor [2][4]. Company Overview - Banmu Huatian was founded by a couple from Shandong, Qi Yunjie and Shang Ximei, who initially engaged in herbal tea business before focusing on rose-based products in their hometown, known for its rose cultivation [3]. - The company started with rose hydrosol and expanded its product line to include body lotions, facial cleansers, and shampoos, achieving significant popularity through Douyin (TikTok) [3][7]. Financial Performance - The company reported revenues of 1.199 billion RMB in 2023, projected to grow to 1.499 billion RMB in 2024 and 1.895 billion RMB in the first three quarters of 2025, with adjusted net profits of 24 million RMB, 83 million RMB, and 148 million RMB respectively [10]. - The body care segment is the primary revenue source, accounting for 41.8% of total revenue in the first three quarters of 2025, while the hair care segment saw a nearly fivefold increase in revenue [10]. Market Position - Banmu Huatian is recognized as the leading domestic brand in body lotion, body scrub, and facial cleanser categories, according to data from Frost & Sullivan [8]. - The average price of its products is maintained around 20 RMB, with a strategy to expand offline channels by reducing prices from 21.9 RMB in 2023 to 19.3 RMB in 2024 [11]. Sales Channels - Online sales remain the dominant channel, contributing 85.7%, 75.9%, and 76.3% of total revenue in 2023, 2024, and the first three quarters of 2025, respectively [11]. - Douyin is a key platform for sales, with the company's GMV consistently exceeding 50 million to 75 million RMB, and six months surpassing 100 million RMB in 2025 [12]. Competitive Landscape - The company faces intense competition in the personal care market, with rising challenges from both established brands and new entrants [13]. - Marketing expenses are significant, with a sales expense ratio of 47.3% in the first three quarters of 2025, while R&D expenditure has decreased [13].

挤爆港交所。 作者/余梦莹 "她低头闻花时，我好像看见玫瑰成了精。" 那是迪丽热巴代言半亩花田的一幕，仅仅半小时就冲上热搜。这个也许大多数人没听过的国货品牌，却在抖音上卖成了爆款。 现在它要I PO了——投资界获悉，山东花物堂化妆品股份有限公司（简称"花物堂"）递表港交所，中信证券为独家保荐人。 花物堂，正是半亩花田的母公司。始于济南平阴的一朵玫瑰，山东亓云吉、商西梅夫妇从花植纯露做起，乘着内容电商东风做起身体 乳、洁面乳、面膜、洗发水，迅速崛起为网红品牌。其中，抖音成了花物堂的主阵地。 由此望去，新年赴港上市依旧络绎不绝——君乐宝、钱大妈、袁记云饺、老乡鸡等排队递表。不止壁仞科技、智谱、Mi n iMa x，港交 所门前还排着一支长长的消费公司队伍。 济南夫妇撑起一个IPO 半亩花田的故事，始于一对山东夫妇。 早年间从大山里走出，亓云吉、商西梅夫妇做过花草茶饮生意，发现花瓣有一定的功效价值。经过考察，两人把目光投向了家乡—— 有着"玫瑰之乡"美誉的济南平阴。 说起来，平阴的玫瑰栽培史可以追溯到唐代。优良的地理条件，赋予了重瓣玫瑰药食同源的品质。2 0 1 0年，夫妻二人创立半亩花田， 使用引种的格拉斯玫瑰研 ...