Summary of Baia Co., Ltd. Conference Call Company Overview - **Company**: Baia Co., Ltd. - **Industry**: Sanitary products, specifically focusing on women's hygiene products Key Points and Arguments Recovery from Pandemic Impact - Baia Co., Ltd. has restored platform data to pre-pandemic levels through increased expenditure and adjusted marketing strategies, with Douyin leading, followed by Tmall and Pinduoduo [2][3] - The company plans to leverage the 618 shopping festival to eliminate the impact of two rounds of the pandemic and normalize e-commerce operations [3][27] Offline Business Performance - The offline business has been less affected by the pandemic, maintaining stable operations and expanding nationally as planned [5][7] - Seasonal sales fluctuations were noted, with strong performance during the Women's Day and Double Eleven events, while the second and third quarters are expected to be relatively flat [5][6] Inventory Management - The overlap of Women's Day and the 315 public opinion incident affected distributor inventory levels, but overall inventory has gradually returned to normal [5][6] - The company maintains low inventory in new regions to control risks, while the Sichuan-Chongqing region has higher inventory due to faster sales [6][7] Market Competition - The sanitary napkin market is highly competitive, with some brands exiting and new entrants emerging, leading to a revised expectation for overall e-commerce growth [10][11] - Consumer loyalty is strong, making it difficult for new brands to gain traction quickly [10] Product Differentiation - Baia Co., Ltd. emphasizes product differentiation through technical specifications and added value, such as probiotic products and organic cotton lines [11][12] - The company plans to continue iterating existing products and launching new ones annually to meet consumer demand [12][13] Channel Strategy - The company is focusing on offline channel expansion, particularly in new regions, while maintaining a strong online presence [4][8] - The profitability of various channels varies, with Douyin currently being the only loss-making channel, while offline channels are expected to achieve a net profit margin of around 20% [15][22] Regional Performance - The Sichuan-Chongqing region saw a 30% year-on-year growth in Q1, with expectations for high single-digit growth for the year [18] - The company anticipates that the Guangdong region will achieve breakeven in the second half of the year, with continued high growth [17] Future Outlook - The company aims for a 30% annual growth rate, with a revenue target exceeding 4 billion yuan for the year [27] - The 618 shopping festival is seen as a critical period for recovery, with plans to reassess annual targets post-event [27] Challenges and Risks - The ongoing U.S.-China tariff situation may impact raw material costs, but the company has made preparations to mitigate these effects [20] - The competitive landscape is expected to remain challenging, particularly with the entry of new brands and the need for effective marketing strategies [10][25] Conclusion - Baia Co., Ltd. is strategically positioned to recover from pandemic impacts and capitalize on market opportunities through a combination of online and offline strategies, product innovation, and careful inventory management. The company remains optimistic about achieving its growth targets despite competitive pressures and market challenges.

Investment Rating - The report suggests that the sanitary napkin industry is in a product-driven era, with leading brands generally adopting a big product strategy [1]. Core Insights - The key to successful big products lies in differentiated positioning and continuous iteration. Differentiated positioning focuses on advanced skin feel, safety, and enhanced efficacy as critical competitive factors for future sanitary napkin brands. Continuous iteration is essential for extending the lifecycle of big products [2]. - The penetration rate of sanitary napkin products is nearing its peak, with limited growth potential in volume. According to Euromonitor, the CAGR for the Chinese sanitary napkin industry from 2024 to 2028 is projected to be 3.5%, driven entirely by price increases [1][2]. - Leading brands are adopting a big product strategy primarily due to intense industry competition, consumer demand for functional products, and the high-frequency consumption characteristics of sanitary napkins [1]. Summary by Sections - **Differentiated Positioning**: The differentiation in sanitary napkins is currently reflected in four dimensions: skin feel, shape, safety, and efficacy. Advanced skin feel, safety, and enhanced efficacy are identified as key selling points for future competition among brands [2]. - **Continuous Iteration**: Product iteration is crucial for the longevity of big products. Iteration typically involves upgrading existing innovations and expanding into new innovation dimensions. For instance, the "Free Point Probiotics" series represents an upgrade in efficacy, while "Sofy Super Sleep" expands its innovation to include antibacterial properties [2]. - **Revenue Potential**: It is estimated that the largest single product series from leading sanitary napkin brands accounts for at least 30% of their revenue, potentially reaching up to 4 billion yuan [2].