Investment Rating - The report assigns an "Accumulate" rating for the company, indicating an expected relative increase in stock price compared to the CSI 300 index within the next six months [1][15]. Core Views - The company has demonstrated strong growth in its proprietary brand "Zhenjia," with significant revenue increases and effective brand management capabilities [1][4]. - The company is positioned as a leading player in the domestic agency operation sector, capitalizing on the high-growth markets of household cleaning and health products [6]. Financial Performance - In H1 2025, the company achieved total revenue of 1.319 billion yuan, representing a year-on-year increase of 67.55%, and a net profit attributable to shareholders of 72 million yuan, up 85.60% year-on-year [3][4]. - For Q2 2025, total revenue reached 745 million yuan, with a year-on-year growth of 79.57%, and a net profit of 45 million yuan, reflecting a 71.72% increase year-on-year [3][4]. Business Segmentation - Revenue from proprietary brands, agency operations, and brand management for H1 2025 was 600 million yuan, 380 million yuan, and 340 million yuan respectively, with year-on-year growth rates of 242.4%, -2.8%, and 52.5% [4]. - The "Zhenjia" brand alone saw a revenue increase of 157.11% to 440 million yuan in H1 2025, with significant online sales growth during promotional events [4]. Profitability Metrics - The company's gross margins for H1 2025 and Q2 2025 were 56.9% and 59.2%, respectively, with year-on-year changes of +11.4 and -5.1 percentage points [5]. - The net profit margins for H1 2025 and Q2 2025 were 5.5% and 6.0%, showing year-on-year increases of +0.5 and -0.3 percentage points [5]. Future Projections - The company is expected to achieve revenues of 2.88 billion yuan, 3.80 billion yuan, and 4.69 billion yuan for the years 2025, 2026, and 2027, with respective year-on-year growth rates of 63%, 32%, and 24% [6][8]. - Projected net profits for the same years are 180 million yuan, 250 million yuan, and 310 million yuan, with year-on-year growth rates of 66%, 41%, and 26% [6][8].

Core Viewpoint - The report from Huaxin Securities indicates that RuYuchen is expected to see a significant improvement in profitability, with a projected gross margin increase of 11 percentage points to 56.92% in H1 2025, driven by changes in brand management and cost support strategies [1] Financial Performance - Gross margin is projected to increase by 11 percentage points to 56.92% in H1 2025 [1] - Sales and management expense ratios are expected to change, with sales expenses increasing by 11 percentage points to 45.40% and management expenses decreasing by 1 percentage point to 3.46% [1] - Net profit margin is anticipated to rise by 1 percentage point to 5.48% in H1 2025 [1] Business Strategy - The company has successfully incubated two proprietary brands in recent years, focusing on differentiated high-end fragrance home cleaning products and oral anti-aging products [1] - The brand "ZhanJia" targets the high-end fragrance market, while "FeiCui" focuses on high-potential categories like ruby oil [1] - Continued brand development and market expansion are expected to drive rapid growth in the company's performance [1] Investment Rating - The investment rating is maintained at "Buy" based on the anticipated improvements in profitability and growth prospects [1]

Investment Rating - The report assigns a "Buy" rating for the company, marking the first coverage of the stock [4]. Core Insights - The company is expected to achieve a significant growth in performance, with a projected net profit for H1 2025 ranging from 0.63 to 0.78 billion yuan, representing a year-on-year increase of 62% to 100% [4]. - The self-owned brand strategy is highlighted as a key driver for growth, particularly with the "Zhenjia" brand's flagship product, the scented laundry detergent, showing strong sales momentum [4][5]. - The company is focusing on enhancing brand recognition and expanding its product offerings, particularly in high-potential categories such as fabric softeners and nutritional supplements [5]. Summary by Sections Performance Forecast - The company anticipates a net profit of 0.36 to 0.51 billion yuan for Q2 2025, reflecting a year-on-year growth of 36% to 94% [4]. - The expected earnings per share (EPS) for 2025, 2026, and 2027 are projected to be 0.79, 1.21, and 1.66 yuan respectively, with corresponding price-to-earnings (PE) ratios of 67, 43, and 32 times [6]. Revenue and Profit Growth - The company's main revenue is forecasted to grow from 1.766 billion yuan in 2024 to 4.57 billion yuan by 2027, with growth rates of 29.3%, 68.0%, 27.7%, and 20.6% for the respective years [10]. - The net profit is expected to increase from 106 million yuan in 2024 to 362 million yuan in 2027, with growth rates of 94.6%, 62.9%, 53.9%, and 36.9% [10]. Brand Development - The "Zhenjia" brand has achieved a 150% year-on-year sales increase across all channels in Q1 2025, and a 458% increase in GMV on Douyin [5]. - The "Feicui" brand has rapidly gained traction since its launch in September 2024, becoming a top performer in its category on platforms like Tmall [5]. Financial Metrics - The report outlines a projected return on equity (ROE) increasing from 9.6% in 2024 to 20.8% in 2027, indicating improving profitability [10]. - The gross margin is expected to rise from 44.6% in 2024 to 50.2% in 2027, reflecting enhanced operational efficiency [10].

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is expected to continue strong growth driven by its proprietary brands and the launch of new brands [7] - The company reported a net profit of 63 million to 78 million yuan for the first half of 2025, representing a year-on-year increase of 61.81% to 100.33% [7] - The self-owned brand strategy has proven to be a significant growth engine, with notable performance from the "Zhanjia" product line and the introduction of new health products [7] - The company has optimized internal management, leading to improved efficiency and reduced costs [7] - The company has launched a new health product brand, "VitaOcean," which is expected to open new growth opportunities [7] Financial Data and Profit Forecast - Total revenue is projected to reach 3,014 million yuan in 2025, with a year-on-year growth rate of 70.7% [6] - The net profit attributable to the parent company is expected to be 180 million yuan in 2025, reflecting a year-on-year growth of 70.6% [6] - Earnings per share are forecasted to be 0.82 yuan in 2025, up from 0.65 yuan in 2024 [6] - The gross profit margin is expected to be 49.4% in 2025 [6] - The return on equity (ROE) is projected to be 14.3% in 2025 [6]