CHJ(002345)2025-03-06 05:18Summary of the Conference Call on the Jewelry Industry and Chao Hong Ji Company Overview - Chao Hong Ji is positioned as a mid-to-high-end fashion consumer brand operator, with key brands including Chao Hong Ji and Fan Di, as well as the handbag brand Fei An Ni acquired in 2012 [3][4][10] - The core customer demographic is fashion-conscious women aged 25 to 35 [3][4] Financial Performance - From 2018 to 2024, the number of franchise stores increased from 337 to nearly 1,200, while self-operated stores decreased from 570 to approximately 250 [3][4] - In the first three quarters of 2024, revenue grew by about 8% year-on-year, and net profit attributable to shareholders remained stable, outperforming the industry average [4] - Despite a slight decline in gross margin, the continuous optimization of expense ratios has led to stable profit margins, with expectations for further improvement in 2025 [4][10] - The company anticipates a revenue of approximately 420-430 million in 2025, corresponding to a valuation of around 15 times [11] Market Trends and Consumer Behavior - The jewelry industry is experiencing a shift from material value to aesthetic design and storytelling marketing, driven by a younger target audience and a shift in luxury consumption [8] - As of February 2025, gold prices rose by 6% year-on-year, with high-end markets performing better than mid-range markets during the Spring Festival [5][7] - Sales during the Spring Festival increased by about 10% year-on-year, but excluding the impact of rising gold prices, sales volume decreased by 10%-15% [5][7] Strategic Initiatives - Chao Hong Ji is focusing on expanding its franchise model, with a lighter store model that has a standard opening cost of approximately 5 million, lower than competitors [10] - The company plans to maintain around 150 stores, targeting a growth rate of about 10% [10] - The introduction of new products in the spring is expected to drive growth, especially in a year with increased wedding demand [7][8] Competitive Landscape - The jewelry industry is seeing a divergence in performance among brands, with leading brands like Zhou Da Sheng experiencing a decline of over 20% in same-store sales, while Chao Hong Ji benefited from high conversion rates and significant contributions from its popular products [5][9] - The company has successfully launched standout products, such as the "繁华系列" bracelet, which has significantly contributed to sales [9] Future Outlook - There is potential for increasing franchise fees, with the company having raised fees for fixed-price products from 3% to 6% in April 2023 [11] - The overall market conditions and company performance in the first quarter of 2025 are expected to provide a positive outlook for revenue and profit growth [11]