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丸美生物(603983):25Q2市场投入加大,矩阵化运营构建多个大单品
Investment Rating - The report assigns an "Outperform" rating for Marubi Biotechnology, expecting the stock's total return over the next 12-18 months to exceed the return of its relevant broad market benchmark [20]. Core Insights - Marubi achieved operating revenue of 1.769 billion yuan in the first half of 2025, representing a year-on-year increase of 30.83%, driven by brand innovation, channel expansion, and operational efficiency improvements [2][8]. - The company's online channels generated 1.571 billion yuan in revenue during the first half of 2025, up 37.85% year-on-year, while offline channels saw a decline of 7.07% to 197 million yuan [2][8]. - Marubi's gross margin for the first half of 2025 was 74.6%, slightly down by 8 basis points year-on-year, attributed to optimization in product and sales structures [2][8]. Revenue and Growth - In Q2 2025, Marubi's revenue reached 923 million yuan, marking a 33.5% year-on-year growth [2][8]. - The Marubi brand generated 1.25 billion yuan in revenue in the first half of 2025, up 34.36% year-on-year, accounting for 70.72% of total revenue [2][8]. - The PASSIONAL LOVER brand achieved 516 million yuan in revenue, a 23.87% increase year-on-year, representing 29.22% of total revenue [2][8]. Cost and Profitability - Sales expenses in the first half of 2025 were 1 billion yuan, up 39.31% year-on-year, leading to a sales expense ratio of 56.5%, an increase of 3.4 percentage points [3][9]. - The net profit attributable to the parent company for the first half of 2025 was 186 million yuan, a 5.21% increase year-on-year, with a net profit margin of 10.5%, down 2.6 percentage points [3][9]. Product Development and Market Position - Marubi expanded its product range, particularly in eye care and anti-aging, with the Little Red Pen Eye Cream achieving a 150% year-on-year sales growth in the first half of 2025 [4][10]. - The Little Golden Needle Serum and other products maintained strong sales performance, with the Little Golden Needle Super Mask reaching a market share of 4.23% on TikTok [4][10]. Marketing and Sales Strategy - The company adopted an eight-account matrix operation model for self-broadcasting, achieving a penetration rate of 82% [5][11]. - Marubi's self-broadcasting business saw a 60% year-on-year increase in Q1 2025 and a 10% increase in Q2 2025 [5][11].