Investment Rating - The report maintains a "Recommendation" rating for the company with a target price of 41.7 yuan [1]. Core Views - The company reported a revenue of 2.12 billion yuan for the first half of 2025, a year-on-year decrease of 8.8%, while the net profit attributable to shareholders was 320 million yuan, an increase of 1.77% year-on-year [1]. - In Q2 2025, the company achieved a revenue of 960 million yuan, down 16.2% year-on-year, and a net profit of 140 million yuan, up 3.5% year-on-year [1]. - The decline in revenue is attributed to the company's strategic choice to reduce marketing expenses and optimize its business structure for higher profitability [8]. - The overall gross margin improved to 57.5%, an increase of 1.9 percentage points year-on-year, with Q2 2025 gross margin reaching 59.1%, up 5.0 percentage points year-on-year [8]. - The net profit margin for the first half of 2025 was 15.2%, an increase of 1.6 percentage points year-on-year, with Q2 2025 net profit margin at 14.6%, up 2.8 percentage points year-on-year [8]. - The company is recognized as a leading player in the domestic personal care small appliance sector, with significant channel transformation and continuous product innovation to meet diverse consumer needs [8]. - Future earnings per share (EPS) are projected to be 1.5 yuan in 2025, 1.8 yuan in 2026, and 2.0 yuan in 2027, with corresponding price-to-earnings (PE) ratios of 25, 21, and 19 respectively [8]. Financial Summary - Total revenue for 2024 is estimated at 4.147 billion yuan, with a year-on-year growth rate of -18.0%, followed by 4.243 billion yuan in 2025 with a growth rate of 2.3% [4]. - The net profit attributable to shareholders is projected to be 458 million yuan in 2024, with a significant decline of 55.1%, and is expected to recover to 646 million yuan in 2025, reflecting a growth of 41.0% [4]. - The company’s total assets are expected to grow from 3.776 billion yuan in 2024 to 5.258 billion yuan in 2027 [9].

Core Viewpoint - The hair salon industry is facing a significant crisis, with many traditional salons closing down due to changing consumer preferences and increased competition from low-cost quick-cut shops and DIY hair products [1][36]. Market Environment - Consumers are becoming more pragmatic and unwilling to spend large amounts on elaborate hairstyles [3][36]. - Quick-cut shops have capitalized on this trend, offering haircuts for as low as 10 to 20 yuan, appealing to customers looking to save time and money [4][6]. Competitive Landscape - Traditional salons often charge starting prices of 30 to 50 yuan, with higher-end services exceeding 100 yuan, making them less attractive compared to quick-cut shops [6][21]. - The influx of low-cost quick-cut shops has put immense pressure on small salons, forcing them into price wars that erode profitability [8][21]. Consumer Behavior - Many consumers are opting for DIY hair solutions, such as electric hair clippers and home dye kits, which are significantly cheaper than salon services [10][12]. - The trend of "精致懒" (refined laziness) has led to a decrease in salon visits, with some consumers only going once every six months [31][32]. Internal Challenges - The hair salon industry is saturated, with over 1.144 million salons in 2021, leading to a lack of differentiation in services and styles [16][36]. - The quality of service is declining due to low entry barriers for hairdressers, with many lacking proper training and experience [24][26]. Financial Pressures - Salons face rising costs for rent, labor, and utilities, making it difficult to maintain profitability while competing on price [26][28]. - Many salons are struggling to balance the need to raise prices with consumer resistance to higher costs [28][36]. Industry Trends - The number of new salons registered has increased, but over 300,000 salons have closed in recent years, indicating a troubling trend for the industry [36][37]. - To survive, salons must shift from a "scissors business" to an "experience economy," focusing on quality service, transparent pricing, and adapting to digital trends [37][38].

Core Viewpoint - The company reported a decline in revenue and net profit for 2024, with a slight improvement in Q1 2025, while maintaining a stable cash dividend policy [1][2][4] Financial Performance - In 2024, the company achieved total revenue of 4.1 billion (YoY -18%) and net profit attributable to shareholders of 500 million (YoY -55%) [1] - For Q1 2025, revenue was 1.2 billion (YoY -1%), with net profit around 180 million (YoY +0.5%) [1] - The cash dividend for 2024 is set at 0.5 per 10 shares (including tax), with a cash dividend rate of 48% [1] Product and Brand Analysis - Revenue from personal care appliances, life appliances, and other products in 2024 was 3.96 billion, 60 million, and 110 million respectively, with declines of 17%, 39%, and 36% [2] - The Broye brand showed resilience with a revenue of 880 million in 2024 (YoY +2%), increasing its share of total revenue by 4.2 percentage points to 21.4% [2] Cost and Profitability Metrics - The gross margin for 2024 and Q1 2025 was 54.6% and 56.2% respectively, with slight year-on-year declines [3] - The sales expense ratio increased significantly in 2024, attributed to higher promotional costs and employee compensation [3] - The net profit margin improved in Q1 2025 to 15.6% (YoY +0.3 percentage points) [3] Cash Flow and Inventory Management - Operating net cash flow for 2024 and Q1 2025 was 300 million and 320 million respectively, down from 1.31 billion and 240 million in the previous year [3] - Inventory turnover days increased to 106 and 96 days for 2024 and Q1 2025, indicating a reasonable inventory level [3] Profit Forecast and Valuation - The company revised down its net profit forecasts for 2025 and 2026 to 680 million and 760 million, reflecting a 13% and 12% reduction respectively [4] - The current stock price corresponds to a price-to-earnings ratio of 23, 20, and 19 for 2025, 2026, and 2027 respectively [4] - The company is positioned as a leader in the personal care small appliance industry, focusing on "R&D innovation" and "brand operation" as core competitive advantages [4]