Core Viewpoint - Xipuni, a leading gold watch brand in China, is facing significant challenges despite its market leadership, as evidenced by its reliance on fluctuating gold prices and a decline in profitability [3][7]. Group 1: IPO and Financial Performance - Xipuni submitted its IPO application to the Hong Kong Stock Exchange on November 29, 2024, with plans to issue up to 18.4863 million shares to raise funds for capacity enhancement, R&D, and brand building [1]. - The company reported revenues of RMB 324 million, RMB 445 million, and RMB 457 million for the fiscal years 2022, 2023, and 2024, respectively, with a net profit of RMB 24.54 million, RMB 52.10 million, and RMB 49.35 million [4]. - Despite revenue growth in 2024, the year-on-year growth rate was only 2.49%, while net profit decreased by 5.28%, indicating a "revenue growth without profit growth" scenario [4]. Group 2: Market Position and Pricing - Xipuni holds a market share of 24.98% in the domestic gold watch market and 35.83% in the solid gold watch segment, making it the largest brand in both categories by GMV [2]. - The average selling price of Xipuni's gold watches increased from RMB 2,651 to RMB 2,856 due to rising gold prices, but this led to a decline in sales volume, which dropped to 113,000 units in 2024, a decrease of 30,000 units year-on-year [6][7]. Group 3: Cost Structure and Inventory Issues - Gold constitutes over 80% of Xipuni's raw material costs, making the company highly sensitive to gold price fluctuations, which has resulted in a gross margin consistently hovering between 20% and 25% [7]. - Xipuni's inventory turnover days increased from 620 to 708 days in 2024, with year-end inventory reaching RMB 656 million, equivalent to 1.44 times its annual revenue, indicating significant inventory buildup and liquidity pressure [7]. Group 4: Customer Dependency and Business Model - The OBM (Own Brand Manufacturing) business model has been the primary revenue contributor for Xipuni, accounting for 83.3%, 90.4%, and 74% of total revenue in the respective reporting periods, but revenue from this segment fell by 16.17% in 2024 [8]. - Revenue from the ODM (Original Design Manufacturing) model surged by 176.74% to RMB 119 million in 2024, with a significant portion coming from a major client, referred to as Client A, which accounted for 17.5% of total revenue [8][9]. - Xipuni's reliance on a few major clients is concerning, as sales to the top five clients represented 91.34%, 91.08%, and 87.26% of total revenue over the reporting periods, indicating a lack of stable sales channels [9].

Core Viewpoint - The article discusses the challenges faced by Xipuni, a leading gold watch brand in China, as it attempts to go public in Hong Kong while other consumer brands thrive. Despite the rising gold prices and a growing market for gold consumption, Xipuni's sales and revenue have stagnated, highlighting the need for a shift in its business strategy to adapt to changing consumer preferences and market conditions [1][6][15]. Group 1: Company Overview - Xipuni was founded in 2013 in Shenzhen, known as China's watch capital, by Hu Shaohua and Li Yongzhong, who have backgrounds in the watch and jewelry industries respectively [2]. - The company developed a breakthrough technology in 2014, launching China's first mass-produced gold watch [3]. - Xipuni has established itself as the largest gold watch brand in China, with a market share of 24.98% in the gold watch segment and 35.83% in the pure gold watch segment [4]. Group 2: Sales and Revenue Performance - Xipuni's sales of traditional gold watches have fluctuated from 189,000 units in 2021 to 140,000 units in 2024, indicating a decline in demand [7]. - The average price of Xipuni's watches increased from around 2,000 RMB in 2021 to over 2,800 RMB in 2023, before dropping to 2,500 RMB in 2024 due to market conditions [8]. - The company's revenue remained relatively flat over the years, with figures of 450 million RMB in 2021, 324 million RMB in 2022, 445 million RMB in 2023, and 457 million RMB in 2024 [9]. Group 3: Market Trends and Consumer Behavior - The overall gold consumption in China saw a rise in 2023, with a total of 1,089.69 tons consumed, marking an 8.78% increase year-on-year. However, in 2024, gold consumption dropped by 9.58% to 985.31 tons [11][14]. - The demand for gold jewelry specifically fell by 24.69% in 2024, indicating a shift in consumer sentiment as gold prices surged [14]. - Xipuni's reliance on traditional gold watch sales has become a liability, as the market shifts towards more innovative and emotionally driven products [15]. Group 4: Strategic Recommendations - To remain competitive, Xipuni must consider moving away from traditional gold watch concepts and embrace new valuation logic, focusing on emotional value consumption [15]. - The introduction of smart gold watches, such as the dual-wear smart gold watch, represents an attempt to innovate, but it raises questions about market positioning and consumer interest [15][16]. - The company faces a challenge in balancing the collectible nature of gold watches with the technological advancements required for smart devices, which may lead to a conflict in consumer expectations [16].