Core Insights - Natural Hall Group has officially submitted its IPO application to the Hong Kong Stock Exchange, marking its entry into the capital market after 24 years of establishment [2] - The beauty industry is experiencing a wave of IPOs in Hong Kong, with several brands seeking to capitalize on favorable market conditions and regulatory support [2] - The company heavily relies on its main brand, which contributes over 90% of its revenue, indicating a lack of diversification in its revenue streams [3] Industry Trends - The Hong Kong Stock Exchange has implemented favorable policies to attract quality consumer companies for IPOs, including optimizing pricing mechanisms and expediting review timelines [2] - The Chinese beauty market is becoming increasingly competitive, prompting leading brands to seek capital market support for expansion and international influence [2] Company Performance - Revenue projections for Natural Hall from 2022 to 2024 are 4.29 billion, 4.44 billion, and 4.6 billion RMB, respectively, showing modest growth [3] - Profit is expected to increase from 139 million RMB in 2022 to 190 million RMB in 2024, indicating limited profitability growth [3] Strategic Initiatives - The company plans to accelerate the opening of flagship stores starting in 2025, with the first store already opened in Shenzhen [5] - The flagship stores will feature a unique design and layout, emphasizing an integrated online and offline sales network [5] Channel Dynamics - Online revenue is projected to increase from 59.7% in 2022 to 68.8% in 2024, while offline revenue is expected to decrease to around 30% [7] - The company has over 60,000 offline retail terminals as of mid-2025, up from 42,000 at the end of 2022, indicating a significant expansion in offline presence [7] Brand Development - Natural Hall is focusing on enhancing its brand influence through proprietary ingredient development and storytelling [9][10] - The company has invested 348 million RMB in R&D and has a team of 154 people, aiming to create a comprehensive production system from raw materials to finished products [10] Market Positioning - The company is attempting to build a differentiated market position through exclusive ingredient development, although its best-selling products remain affordable basic items [12] - The challenge lies in transforming self-developed ingredients into long-term bestsellers, requiring ongoing cultivation and validation [12]