Core Viewpoint - Proya has made significant management changes and announced plans for a secondary listing in Hong Kong, aiming to accelerate its international strategy and expand overseas business, despite facing slowing growth in its core brand revenue [3][5][6]. Management Changes - Proya appointed Guo Xiao as the Chief Marketing Officer (CMO), who has over 10 years of experience in brand strategy and marketing in the consumer sector [4]. - The company also appointed Xue Xia as the new board secretary, who brings extensive experience in capital market operations and multinational management [4]. Secondary Listing - Proya plans to initiate a secondary listing in Hong Kong to enhance its international strategy and overseas business development, aiming to improve its overseas financing capabilities and overall competitiveness [5][6]. - The decision for a Hong Kong listing is seen as a way to reduce financing costs and potentially support international business expansion [5]. Financial Performance - In the first half of the year, Proya achieved revenue of 5.362 billion yuan, a year-on-year increase of 7.21%, and a net profit of 799 million yuan, up 13.8% [5][6]. - This growth is significantly slower compared to previous years, where revenue and net profit growth rates were above 35% [5][6]. Brand Performance - Proya's main brand revenue decreased for the first time since 2018, with a reported revenue of 3.979 billion yuan, a slight decline of 0.08% year-on-year [6]. - The second brand, Caitang, also showed signs of slowing growth, with revenue of 705 million yuan in the first half of the year, representing a year-on-year increase of 21.11%, down from previous years' growth rates [6]. Channel Growth - Proya's online channel revenue accounted for 95.39% of total revenue, amounting to 5.109 billion yuan, with a year-on-year growth of 9.17% [7]. - However, the growth rate of online channel revenue has been declining over the past three years, indicating a potential challenge in maintaining strong growth in this area [7].

Core Viewpoint - The domestic beauty brand Proya has reported revenue and net profit growth for the first half of 2025, but the growth rate is slowing compared to previous years [2][3]. Financial Performance - Proya achieved revenue of 5.362 billion yuan, a year-on-year increase of 7.21% in the first half of 2025 [2]. - The net profit for the same period was 799 million yuan, reflecting a year-on-year growth of 13.8% [2]. - In contrast, the revenue and net profit growth rates for the first half of 2024 were 37.9% and 40.48%, respectively, while in 2023, they were 38.12% and 68.21% [2]. Brand Performance - The main brand, Proya, which is the largest revenue source for the company, experienced a decline in revenue for the first time, reporting 3.979 billion yuan, a slight decrease of 0.08% year-on-year [2]. - In the same period of 2024, the single-brand revenue growth rate was 37.67% [2]. Sales and Marketing Strategy - As overall performance slows and the main brand stagnates, there are indications that Proya's previous strategy of "traffic for sales" is becoming ineffective [3]. - Sales expenses have been increasing, with 2.786 billion yuan in 2022 (43.63% of revenue), 3.972 billion yuan in 2023 (44.61%), and 5.161 billion yuan in 2024 (47.88%) [3]. - Despite the rising sales expenses, the corresponding revenue and net profit growth rates have shown fluctuations [3]. International Expansion - In response to slowing growth, Proya is focusing on international markets and announced plans to list in Hong Kong to enhance its overseas financing capabilities [3]. - The company aims to accelerate its international strategy and improve its overall competitiveness through this move [3]. - Proya has already begun its overseas market expansion, establishing a European innovation center in Paris and initiating a "Double Ten" strategy to rank among the top ten global cosmetics companies within the next decade [4]. Management Changes - Following the appointment of a new general manager with international beauty industry experience, Proya has undergone significant management changes [4]. - The company plans to pursue overseas acquisitions, particularly in the baby care, fragrance, and men's skincare sectors [4].

Core Viewpoint - The domestic beauty brand Proya has reported revenue and net profit growth for the first half of 2025, but the growth rate is slowing compared to previous years, indicating potential challenges ahead [2][3]. Financial Performance - Proya achieved revenue of 5.362 billion yuan, a year-on-year increase of 7.21%, and a net profit of 799 million yuan, up 13.8% [2]. - In comparison, the revenue and net profit growth rates for the first half of 2024 were 37.9% and 40.48%, respectively, while in 2023, they were 38.12% and 68.21% [2]. Brand Performance - The main brand, Proya, which is the largest revenue source, experienced a decline in revenue for the first time, reporting 3.979 billion yuan, a slight decrease of 0.08% year-on-year [2]. - In the same period of 2024, the single brand revenue growth rate was 37.67% [2]. Sales Strategy and Expenses - As overall performance slows and the main brand stagnates, there are indications that Proya's previous strategy of "traffic for sales" is becoming ineffective [3]. - Sales expenses have been increasing, with 2.786 billion yuan in 2022 (43.63% of revenue), 3.972 billion yuan in 2023 (44.61%), and 5.161 billion yuan in 2024 (47.88%) [3]. International Expansion - In response to slowing growth, Proya is focusing on international markets and announced plans to list in Hong Kong to enhance its overseas financing capabilities [3]. - The company aims to accelerate its international strategy and improve competitiveness through this move [3]. Management Changes and Strategic Initiatives - Following the appointment of a new general manager with international beauty industry experience, Proya has initiated significant management changes [4]. - The establishment of a European innovation center in Paris signals Proya's commitment to international market expansion [4]. - Proya has set a "Double Ten" strategy to rank among the top ten global cosmetics companies within the next decade and plans to pursue overseas acquisitions, particularly in baby care, fragrance, and men's skincare [4].

Investment Rating - The investment rating for the company is "Outperform the Market" [6][4][19] Core Views - The company achieved a revenue of 10.778 billion with a year-on-year growth of 21.04% and a net profit of 1.552 billion, reflecting a year-on-year increase of 30% in 2024. The profit growth is attributed to cost reduction and efficiency improvements, solidifying its position as a leading domestic beauty brand [1][7][4] - The company is leveraging its main brand's single product strategy and the rapid rise of emerging brands to build a strong brand matrix, gradually advancing towards becoming a beauty group [4][19] - The company is expected to increase its marketing investments due to the intensified product launches in the second quarter of this year and the continuous incubation of new brands [4][19] Revenue and Profitability - In 2024, the main brand Proya generated revenue of 8.581 billion, growing by 19.55% year-on-year, while the online channel revenue reached 10.234 billion, with a year-on-year increase of 23.68% [2][9] - The gross profit margin for 2024 was 71.39%, an increase of 1.46 percentage points year-on-year, driven by product structure optimization and reduced costs [12][3] - The company plans to distribute a cash dividend of 11.90 per 10 shares, which accounts for 40.07% of the net profit [7][1] Financial Forecasts - The company forecasts revenues of 12.428 billion, 13.993 billion, and 15.449 billion for 2025, 2026, and 2027 respectively, with corresponding net profits of 1.869 billion, 2.144 billion, and 2.388 billion [5][21] - The projected PE ratios for 2025, 2026, and 2027 are 18, 16, and 14 respectively [4][21] Brand and Channel Performance - The emerging brands OR and Original Color Pot achieved revenue growth rates of 71.14% and 138.36% respectively, enhancing the overall brand matrix competitiveness [2][8] - The online direct sales and distribution channels saw revenue increases of 20.35% and 38.40% respectively, while offline channel revenue decreased by 13.63% [9][2]

Core Insights - Proya has become the first Chinese beauty brand to achieve over 10 billion RMB in revenue, with 2024 revenue reaching 10.778 billion RMB, a year-on-year increase of 21.04% [1][4][5] - The net profit for 2024 was 1.552 billion RMB, reflecting a 30% year-on-year growth [1][4] - Proya's main brand revenue reached 8.581 billion RMB, marking a 19.55% increase, making it the first domestic beauty brand to surpass 8.5 billion RMB [5][7] Revenue Breakdown - Proya's revenue from the "Cai Tang" brand reached 1.191 billion RMB in 2024, up 19.04%, contributing to the company's second growth curve [7] - Online sales accounted for 10.234 billion RMB, a 23.68% increase, representing 95.06% of total revenue, while offline sales decreased to 532 million RMB, down 13.63% [5][8] Financial Performance - The gross margin for Proya's main business increased to 71.41%, up 1.41 percentage points year-on-year, with online gross margin at 72.01% and offline at 59.89% [8] - Sales expense ratio rose to 47.88%, an increase of 3.27 percentage points, attributed to higher promotional expenses [8] R&D and Management Changes - R&D expenses for 2024 were 210 million RMB, a 21.21% increase, accounting for 1.95% of total revenue [9] - The company underwent a management change with Hou Yamen taking over as General Manager from co-founder Fang Yuyou, who remains as a consultant [10] Shareholder Returns - Proya plans to distribute a cash dividend of 11.90 RMB per 10 shares, totaling approximately 469 million RMB, which represents 40.07% of the net profit for the year [11][12]