Core Viewpoint - Shanghai Jahwa reported its first loss since going public in 2024, but turned profitable in Q1 2025 with revenue of 1.704 billion yuan and a net profit of approximately 217 million yuan, indicating a recovery and a focus on growth moving forward [2][3]. Financial Performance - In 2024, Shanghai Jahwa achieved revenue of 5.679 billion yuan, a year-on-year decrease of 13.93%, and a net profit of -804 million yuan, a decline of 260.72% [2][3]. - For Q1 2025, the company reported revenue of 1.704 billion yuan, a year-on-year decrease of approximately 10.6%, while net profit was around 217 million yuan [3][4]. Business Strategy and Adjustments - The decline in performance was primarily attributed to goodwill impairment related to the acquisition of the UK baby brand Tommee Tippee, which faced challenges due to low birth rates and increased competition [3]. - The company is undergoing strategic adjustments, including inventory reduction in department stores and transitioning from distributor to self-operated e-commerce channels [4][5]. Online and Offline Business Development - Online business revenue grew by 10.4% year-on-year in Q1 2025, with online sales accounting for a 5.5% increase in proportion [4]. - The company expanded its new retail channels, opening 38,000 new stores in Q1, with sales in emerging channels experiencing double-digit growth [5]. Brand Strategy - Shanghai Jahwa is focusing on core brand development through a "four focus strategy," which includes concentrating on brand building, online presence, and operational efficiency [6]. - Brands are categorized into three tiers: first-tier brands (Liushen and Yuze) are positioned as market leaders, second-tier brands (Baicaojie and Meijiajing) require clearer positioning, and third-tier brands are seen as having potential but need innovative strategies [6][7]. Pricing and Product Strategy - The company has made price adjustments for certain products, such as the Baicaojie Taiji line, to improve conversion rates without affecting gross margins [7]. - Inventory clearance and SKU optimization were implemented to address old stock issues, with plans to further compress SKUs in the new fiscal year [7].

核心观点 2024 年营收56.79 亿元/ -13.93%，归母净利润-8.33 亿元（主要因计提汤美星商誉减值6.1 亿元及海外业 务亏损1 亿元），扣非净利润-8.38 亿元。2025Q1 核心品牌六神进行价格策略调整，导致部分线下经销 商进货节奏后移。美妆事业部25Q1 销售占比提升3.7pct 至19.3%，对应收入增速约10.6%，线上高增带 动业务已恢复增长态势。公司同步公告计划开展员工持股计划，对应考核年份25-27 年，指标为25 年净 利润为正，26&27 年净利润同比增长不低于10%。从目标的设定来看，一方面公司今年预计更加注重清 理历史问题&恢复收入增长态势，另一方面此前公司激励的完成度并不高，核心员工流失率较高，此次 目标设定通过解锁周期形成了实际的绑定作用，更加关注长期发展。 事件 公司披露2024 年年报及2025 年一季报：2024 年营收56.79 亿元/-13.93%，归母净利润-8.33 亿元（主要 因计提汤美星商誉减值6.1亿元及海外业务亏损1 亿元）。 品牌梯队建设资源重点分配，线上转型效果体现 2024 年公司确立"四个聚焦"战略，重点聚焦线上渠道发展，2024 年 ...

Investment Rating - The investment rating for the company is "Outperform the Market" [5][21]. Core Views - The company's performance in Q1 2025 shows a narrowing decline, with revenue of 1.704 billion and a year-on-year decrease of 10.59%. The net profit attributable to the parent company is 217 million, down 15.25% year-on-year [6][7]. - The company is undergoing internal adjustments, which have led to short-term performance pressure. The significant decline in 2024 is primarily due to goodwill impairment of 610 million related to previous acquisitions and strategic adjustments in domestic operations [6][20]. - The company has implemented an employee stock ownership plan to bind core management, with a total of 45 participants and a repurchase price of 16.03 yuan per share [3][9]. Summary by Sections Financial Performance - In 2024, the company achieved revenue of 5.679 billion, a year-on-year decrease of 13.93%, and a net profit of -833 million, down 266.60% year-on-year. The Q4 performance showed revenue of 1.202 billion, down 20.20% year-on-year [6][7]. - For Q1 2025, the beauty segment generated revenue of 329 million, up 10.7% year-on-year, while the personal care segment generated 791 million, with an average price decline of 13.4% [2][8]. - The company’s gross margin for 2024 was 57.60%, down 1.37 percentage points year-on-year, while Q1 2025 saw a slight increase in gross margin to 63.40% [11][13]. Strategic Adjustments - The company is actively adjusting its pricing strategy and optimizing channel inventory, which has led to a delay in the purchasing rhythm of distributors [7][20]. - The company plans to expand its emerging channels, having opened 38,000 new stores in Q1 2025, with sales in these channels growing by double digits year-on-year [2][8]. Profitability and Valuation - The company has revised its net profit forecasts for 2025, 2026, and 2027 to 433 million, 504 million, and 581 million respectively, with corresponding P/E ratios of 35, 30, and 26 times [21][23]. - The company’s total market capitalization is 15.327 billion, with a closing price of 22.80 yuan [5][22].

Investment Rating - The report maintains a "Strong Buy" rating for the company [3][7]. Core Views - The company experienced a loss in 2024 due to strategic adjustments and significant goodwill impairment. However, there is an expectation for performance recovery in 2025, supported by a proposed employee stock ownership plan aimed at achieving profitability and a net profit growth target of no less than 10% for 2026-2027 [7][8]. - The beauty division is showing promising online growth, which is expected to contribute positively to the company's performance in 2025 [7]. Financial Performance Summary - In 2024, the company reported a revenue of 56.79 billion, a year-on-year decrease of 13.93%, and a net loss of 8.33 billion [7][8]. - For Q1 2025, the company achieved a revenue of 17.04 billion, down 10.59% year-on-year, with a net profit of 2.17 billion, reflecting a 15.25% decline [7]. - The company anticipates a recovery in net profit for 2025, projecting 3.30 billion, which represents a turnaround from losses, followed by 3.77 billion in 2026 and 4.24 billion in 2027, with respective growth rates of 14% and 12% [7][8]. Revenue Breakdown - The revenue breakdown for 2024 shows that the personal care division generated 23.79 billion, down 3.42%, while the beauty division saw a significant decline of 29.81% to 10.50 billion [7]. - Online sales for 2024 amounted to 25.39 billion, a decrease of 9.66%, while offline sales were 31.36 billion, down 16.97% [7]. Cash Flow and Financial Ratios - The operating cash flow improved significantly in 2024, reaching 2.73 billion, a year-on-year increase of 164.86% [7]. - The company’s asset-liability ratio stood at 34.2%, indicating a stable financial position [3][8].

Core Viewpoint - Shanghai Jahwa has been undergoing significant operational adjustments since Lin Xiaohai took over in the second quarter of last year, resulting in substantial financial losses in 2024, with a focus on strategic realignment for future profitability [1][2][3]. Financial Performance - In 2024, Shanghai Jahwa reported a revenue of 5.679 billion yuan, a year-on-year decline of 13.93%, and a net loss attributable to shareholders of 833 million yuan, a decrease of 266.60% compared to the previous year [2][3]. - The previous year (2023), the company had a revenue of 6.598 billion yuan and a net profit of 500 million yuan, highlighting a stark contrast in performance [3]. - The significant losses in 2024 were primarily due to a 613 million yuan impairment charge related to goodwill from previous acquisitions in the baby care and maternal products sector [3][6]. Business Strategy and Adjustments - Since the second half of 2024, the company has adopted a strategy focused on core brands, brand building, online presence, and operational efficiency, leading to various organizational changes and business adjustments [4]. - The company’s business segments include personal care, beauty, innovation, and overseas operations, with beauty and innovation segments experiencing notable revenue declines of 29.81% and 19.38%, respectively [5]. Inventory and Pricing Strategies - Starting from the fourth quarter of 2024, Shanghai Jahwa implemented aggressive discounting strategies to clear inventory, which continued into the first quarter of 2025 [9]. - Average selling prices for personal care, beauty, and innovation products saw significant declines, with beauty products dropping by 39.16% to 7.20 yuan per unit in the fourth quarter of 2024 [11][13]. Online and Offline Channel Performance - In 2024, the company’s online revenue was 2.539 billion yuan, down 9.66%, while offline revenue was 3.136 billion yuan, down 16.97%, indicating a stronger performance in online channels despite overall declines [15][18]. - The company is committed to enhancing its online transformation and expanding into emerging offline channels, with plans to add over 100 new strategic partners in the first quarter of 2025 [17][18]. Future Outlook - Despite the challenges faced in 2024, the company aims to achieve a turnaround in profitability by the first quarter of 2025, with a reported revenue of 1.704 billion yuan, a decline of 10.59%, and a net profit of 217 million yuan, down 15.25% [19].

Investment Rating - The investment rating for the company is "Buy" with a target price of 22.8 CNY [6][17]. Core Insights - The company reported better-than-expected performance in Q1 2025, with a revenue of 17.04 billion CNY, down 10.59% year-on-year, and a net profit of 2.17 billion CNY, down 15.25% year-on-year [1]. - The company plans to implement an equity incentive plan, aiming to revitalize its operations and improve profitability over the next three years [4]. - The strategic adjustments have led to short-term pressure across various segments, but the company is expected to recover as it optimizes its business structure and channels [3]. Financial Performance Summary - For 2024, the company reported a revenue of 56.79 billion CNY, down 13.93% year-on-year, and a net profit of -8.33 billion CNY, down 266.60% year-on-year [1]. - The gross margin for 2024 was 57.60%, a decrease of 1.37 percentage points year-on-year, while the net profit margin was -14.67%, down 22.25 percentage points year-on-year [2]. - The company expects revenues of 62.3 billion CNY in 2025, 66.7 billion CNY in 2026, and 71.2 billion CNY in 2027, with corresponding net profits of 3.4 billion CNY, 4.9 billion CNY, and 5.5 billion CNY respectively [4]. Segment Performance Summary - Personal care products (including Six God and Meijiajing brands) generated 23.79 billion CNY in revenue for 2024, down 3.42% year-on-year, with a gross margin of 63.59% [3]. - The beauty segment (including Yuze, Baicaojing, Shuangmei, and Diancui brands) saw revenues of 10.50 billion CNY, down 29.81% year-on-year, with a gross margin of 69.67% [3]. - Online sales accounted for 44.74% of total revenue, generating 25.39 billion CNY, down 9.66% year-on-year, while offline sales accounted for 55.26%, generating 31.36 billion CNY, down 16.97% year-on-year [3].

Core Viewpoint - The domestic beauty market shows a stark contrast, with Proya becoming the first domestic brand to exceed 10 billion yuan in revenue, while Shanghai Jahwa faces a significant decline in net profit, marking a challenging period for the company [1][2]. Financial Performance - Shanghai Jahwa reported a revenue of 5.679 billion yuan for 2024, a year-on-year decrease of 13.93% [1]. - The company experienced a net loss of 833 million yuan, a staggering decline of 266.6% compared to the previous year, marking the largest loss since the company began publishing annual reports [1][2]. - The overseas business revenue was 1.415 billion yuan, down 11.43% year-on-year, contributing to the overall decline in profit [2][3]. Strategic Adjustments - The new CEO, Lin Xiaohai, initiated significant organizational reforms aimed at shifting the business model from "channel-driven" to "brand-driven" [1][9]. - The company undertook strategic adjustments, including reducing inventory in department stores and transitioning from an agency model to a self-operated model for online distributors, which negatively impacted current revenue [2][3]. Goodwill Impairment - The company recorded a goodwill impairment of 610 million yuan related to the acquisition of the UK infant care brand "Tommee Tippee," which was purchased for nearly 2 billion yuan in 2017 [2][3]. - The impairment was attributed to factors such as low birth rates overseas, intensified competition in the infant product category, and reduced inventory by distributors [3]. Market Position - Shanghai Jahwa's revenue has significantly lagged behind Proya, which has seen its revenue gap widen to 5 billion yuan, with Proya achieving over 10 billion yuan in annual revenue [6]. - The beauty segment of Shanghai Jahwa has been particularly underperforming, with a revenue decline of 29.81%, while the personal care segment remains the largest contributor at 2.379 billion yuan, down 3.42% [6]. Online vs. Offline Sales - The company's online revenue for 2024 was 2.539 billion yuan, a decrease of 9.66%, while offline revenue was 3.136 billion yuan, down 16.97% [6]. - The online gross margin increased by 1.8 percentage points to 63.58%, compared to 52.78% for offline channels, indicating a more favorable cost structure for online sales [6][7]. Future Outlook - Despite the poor performance in 2024, the first quarter of 2025 showed signs of recovery, with total revenue of 1.704 billion yuan, a year-on-year decline of 10.59% but a quarter-on-quarter increase of 41.73% [12]. - The company aims to enhance its online capabilities and adapt to changing consumer behaviors by focusing on interest-based e-commerce and developing content-driven online operations [10].