Group 1: Product and Channel Strategy - The company will continue to invest in strategic single products like scented laundry detergent and launch diverse scented products to expand its audience [7] - Online sales are experiencing rapid growth, with an expected penetration rate of 35.9% in China's home cleaning market by 2024, indicating significant potential for further development [7][8] - The company is exploring innovative offline channels, primarily focusing on partnerships with retailers like Sam's Club and Hema [8] Group 2: Brand Positioning and Target Audience - The brand "斐萃" targets women aged 31-40 in first and second-tier cities, focusing on scientific anti-aging products [8] - "NuiBay" aims at a younger demographic, with 27.62% of its audience being Generation Z, emphasizing affordable yet high-quality products [8] - "VitaOcean" is still in its early stages, and the three brands currently do not engage in marketing interactions due to significant audience differences [9] Group 3: Market Expansion and IPO Strategy - The company plans to focus on the Southeast Asian market for its "绽家" brand, which is projected to reach a market size of $10 billion in laundry products by 2024 [10] - The decision to list on the Hong Kong Stock Exchange is driven by a favorable policy environment, increased liquidity, and the need for capital to support rapid business growth [9] - The IPO funds will be allocated for product development, brand building, and digital transformation to enhance the company's market influence [9] Group 4: Financial Performance and Future Outlook - The company has seen a reduction in operating cash flow due to increased inventory for brand management during promotional events [10] - The overall revenue structure is being optimized through a combination of self-owned brands and brand management, reducing reliance on agency operations [10]

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 report assigns an "Accumulate" investment rating to the company, indicating an expectation that the stock will outperform the market index by 5%-15% over the next six months [2][9]. Core Insights - The company is experiencing significant growth driven by its self-owned brand "Zhenjia," which has seen strong sales momentum, and the health brand "Feicui," which has gained substantial platform exposure in its first six months [2][7]. - The projected earnings per share for 2025 and 2026 are estimated at 0.79 and 1.07 yuan respectively, with corresponding price-to-earnings ratios of 66.38 and 48.51 times [2][8]. Financial Performance - For the first half of 2025, the company anticipates a net profit of approximately 63 million to 78 million yuan, representing a year-on-year growth of 61.81%-100.33%. The net profit after excluding non-recurring gains is expected to be between 60 million and 75 million yuan, reflecting a growth of 57.85%-97.23% [1][2]. - The company's revenue forecast for 2025 is projected at 2,415 million yuan, with a net profit of 172 million yuan, and an estimated earnings per share of 0.79 yuan [8]. Brand Development - The self-owned home cleaning brand "Zhenjia" has shown strong sales growth, particularly in its flagship product, the scented laundry detergent, which has deepened brand recognition in the market [7]. - The health brand "Feicui" has effectively targeted high-end female consumers, achieving significant visibility across multiple online sales platforms, ranking second in the Tmall oral beauty nutrition category and maintaining a strong presence in the overseas health product market [7].

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]

Investment Rating - The report initiates coverage with a "Buy" rating for the company [12][13]. Core Views - The company leverages its refined operational capabilities in agency services to empower the development of its proprietary brands, aligning with the trend of increasingly precise e-commerce channel investments. The two main proprietary brands, Zhenjia and Feicui, are in a rapid growth phase, significantly boosting revenue and contributing to profit elasticity. The anticipated launch of a new brand centered around ruby fish oil is also promising, indicating a strong outlook for the company's brand-building potential through refined operations [5][12]. Summary by Sections Company Overview - The company is a leading global consumer brand digital management firm that started with agency services and has recently focused on developing proprietary brands, gradually building a multi-brand matrix. Since its establishment in 2011, it has developed a competitive advantage in categories such as health products, maternal and infant care, and beauty and personal care, while also expanding into high-potential categories like pets and healthcare. The proprietary brands Zhenjia and Feicui have seen rapid brand momentum, becoming core drivers of revenue growth and profit elasticity [8][21]. E-commerce Services - The company's traditional business is e-commerce services, covering a wide range of brands in beauty, personal care, maternal and infant care, and health products. The e-commerce service business is divided into agency and brand management categories, with the latter involving a higher level of engagement. The company is actively transitioning to a brand management model, which aligns with the current trend of omnichannel operations and is expected to enhance its core brand operation capabilities [9][34]. Home Cleaning Business - The home cleaning market in China has shown steady growth, with the laundry care segment being the largest sub-category. The Zhenjia brand targets the high-end scented home cleaning market, focusing on niche categories like lingerie wash and laundry pods, achieving rapid brand momentum. The company plans to continue expanding its product range in home cleaning, which is expected to elevate the brand's potential [10][35]. Health Products Business - The health products market in China is experiencing robust demand, particularly in the oral beauty and anti-aging segment, which reached a market size of 57.4 billion yuan in 2023, with a CAGR of 18% from 2016 to 2023. The company focuses on the oral beauty market with the Feicui brand and has rapidly achieved exponential growth by launching products like ruby fish oil. The long-term customer base is expected to support sustained growth in the health products business [11][21]. Investment Recommendations - The report expresses confidence in the company's ability to empower its proprietary brands through refined operations, which aligns with the trend of precise e-commerce channel investments. The two main proprietary brands, Zhenjia and Feicui, are in a rapid growth phase, significantly boosting revenue and contributing to profit elasticity. The projected EPS for 2025-2027 is 0.82, 1.03, and 1.43 yuan per share, respectively [12][21].

Group 1: Market Overview - A-shares have been in a rebound trend since mid-April, with a significant drop on June 13 due to geopolitical factors, but the overall adjustment is expected to be limited [1] - As of June 13, 2025, the best-performing sectors include pharmaceuticals and banking, while food and beverage and real estate sectors show weaker performance [1] - The financing balance in the market has not significantly increased during this rebound, indicating that the implied risk in major A-share indices is not at a high level [1] Group 2: Investment Style and Trends - The differentiation between large-cap value and small-cap growth styles is at a central level compared to the past two years, with no clear mean reversion opportunity currently [1] - The high basis level of stock index futures is influenced by the seasonal increase in dividend distributions from listed companies during May and June, alongside increased hedging demand from cautious investors [1] Group 3: New Consumption Trends in Cosmetics - The new consumption era in the cosmetics industry is characterized by product innovation and emotional value consumption, moving away from the previous traffic-driven growth [3] - The emergence of new channels and media is accelerating product innovation and market penetration, with platforms like Douyin playing a crucial role in product testing and promotion [4] - Traditional industries such as personal care, health products, and cosmetics are experiencing significant product renewal opportunities, driven by structural changes in consumer demand and channel dynamics [5]

Core Viewpoint - The company reported its financial results for 2024 and Q1 2025, showing strong growth in revenue and net profit, driven by its proprietary brands and improved cash flow [1][2][3] Financial Performance - For 2024, revenue reached 1.77 billion, a year-on-year increase of 29.3%, with net profit attributable to shareholders at 110 million, up 94.6% [1] - In Q1 2025, revenue was 570 million, reflecting a 54.2% year-on-year growth, and net profit attributable to shareholders was 30 million, increasing by 113.9% [1] - The company proposed a cash dividend of 5 yuan per 10 shares and a stock bonus of 4 shares for every 10 shares held [1] Profitability and Cost Structure - The gross margin for 2024 was 44.6%, up 4.3 percentage points, while the net profit margin was 6.0%, an increase of 2.0 percentage points [1] - Sales expense ratio rose to 29.8%, up 2.0 percentage points due to increased marketing costs from business growth; management expense ratio decreased to 5.6%, down 1.3 percentage points; R&D expense ratio was 1.5%, down 0.3 percentage points [1] Operational Efficiency - By the end of 2024, accounts receivable stood at 200 million, a 17.6% increase year-on-year; net cash flow from operating activities improved significantly to 330 million, attributed to optimized inventory turnover and reduced stock levels [1] Brand Performance - The proprietary brand "Zhenjia" showed remarkable growth, with revenue of 480 million in 2024, a 90.1% increase, and a gross margin of 66.9% [2] - The brand management segment generated 500 million in revenue, a 212.24% increase, although its gross margin decreased to 30.5% [2] Channel Performance - Online sales reached 1.71 billion, up 26.7%, with a gross margin of 60.5%; offline sales were 50 million, a staggering 295.34% increase, but with a gross margin decline to 43.6% [2] Strategic Developments - The company’s proprietary brands have significantly contributed to performance, with "Zhenjia" and "Ficui" achieving over 100% growth in GMV across multiple channels [3] - The brand management business has attracted notable partners, enhancing GMV growth for brands like Bayer and Aveeno, while also expanding into personal care and health products [3] Future Outlook - The company has revised its profit forecasts for 2025-2027, expecting net profits of 170 million, 220 million, and 270 million respectively, with corresponding PE ratios of 47, 37, and 30 [3]

Investment Rating - The report maintains a "Buy" rating for the company [1] Core Views - The company reported its 2024 and Q1 2025 financial results, which met expectations, with 2024 revenue of 1.77 billion yuan, a year-on-year increase of 29.3%, and a net profit attributable to shareholders of 106 million yuan, up 94.6% year-on-year [6] - In Q1 2025, revenue reached 574 million yuan, reflecting a 54.2% year-on-year growth, while net profit attributable to shareholders was 27 million yuan, a 113.9% increase year-on-year [6] - The company plans to distribute a cash dividend of 5 yuan per 10 shares and issue 4 additional shares for every 10 shares held [6] - The self-owned brand has shown high gross margins, with a gross margin of 44.6% in 2024, up 4.3 percentage points year-on-year [6] - The self-owned brand business, particularly the "Zhanjia" brand, has become a significant growth driver, with revenue of 480 million yuan in 2024, a 90.1% year-on-year increase [6] Financial Data and Profit Forecast - The total revenue forecast for 2025 is 2.549 billion yuan, with a year-on-year growth rate of 44.4% [5] - The net profit attributable to shareholders is projected to be 174 million yuan in 2025, representing a 64.9% year-on-year increase [5] - The earnings per share (EPS) is expected to be 1.06 yuan in 2025, with a projected price-to-earnings (PE) ratio of 47 [5] - The company has adjusted its profit forecasts for 2025-2026, now expecting net profits of 170 million yuan and 220 million yuan respectively [6]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company achieved a revenue of 1.766 billion yuan in 2024, representing a year-on-year growth of 29.26%, and a net profit of 106.4 million yuan, up 94.58% year-on-year [7] - The self-owned brand "Zhenjia" has shown significant growth, with a revenue of 501 million yuan in 2024, a year-on-year increase of 90.28%, contributing to 28.37% of the company's total revenue [7] - The company has successfully launched the health product line "Feicui," which has rapidly gained traction, ranking high in various e-commerce platforms [7] - The brand management business has also demonstrated strong growth, with a revenue of 501 million yuan in 2024, up 212.24% year-on-year [7] - The company has adjusted its net profit forecasts for 2025-2026 upwards due to better-than-expected growth in self-owned brands, with 2025 net profit now projected at 190 million yuan [7] Financial Summary - Total revenue is projected to reach 2.685 billion yuan in 2025, with a year-on-year growth of 52.06% [1] - The net profit for 2025 is estimated at 189.82 million yuan, reflecting a year-on-year increase of 79.70% [1] - The earnings per share (EPS) is expected to be 1.16 yuan in 2025, with a price-to-earnings (P/E) ratio of 43.13 [1] - The gross margin is expected to improve to 52.62% in 2025, up from 44.57% in 2024 [8] - The company's total assets are projected to be 1.511 billion yuan in 2025, with a debt-to-asset ratio of 28.34% [8]