Investment Rating - The report maintains a "Buy" rating for the company [6] Core Views - The company achieved steady revenue growth in H1 2025, with revenue of 5.36 billion yuan (up 7.2% year-on-year) and a net profit of 800 million yuan (up 13.8% year-on-year) [1] - The main brand, Proya, is focusing on product matrix upgrades to meet diverse consumer needs, while sub-brands are contributing to incremental growth in niche markets [2] - The company is expected to continue its brand upgrade strategy and aims to establish itself as a new-generation platform cosmetics group, with projected revenues of 11.74 billion yuan, 12.80 billion yuan, and 14.00 billion yuan for 2025, 2026, and 2027 respectively [3] Financial Performance - In H1 2025, the gross profit margin was 73.4% (up 3.6 percentage points), driven by cost reduction and efficiency improvements [1] - The company’s operating cash flow reached 1.29 billion yuan (up 95.34% year-on-year) [1] - The projected net profit for 2025 is 1.75 billion yuan, reflecting a year-on-year growth of 12.8% [3] Brand and Product Strategy - The main brand Proya generated revenue of 3.979 billion yuan (down 0.08% year-on-year), focusing on high-growth and medical beauty integrated products [2] - The sub-brand Caitang saw a revenue increase of 21.11% year-on-year, emphasizing traditional Chinese aesthetics and expanding its product line [2] - The OR sub-brand experienced significant growth, with revenue up 102.52% year-on-year, focusing on hair care products [2] Channel Performance - Online sales accounted for 51.09 billion yuan (up 9.17% year-on-year), with direct sales contributing 39.05 billion yuan [3] - Offline sales decreased to 2.47 billion yuan (down 21.49% year-on-year), with a focus on high-end product lines and strategic partnerships with premium department stores [3]