逸仙电商20250622

Summary of the Conference Call for Yatsen E-commerce Company Overview - Company: Yatsen E-commerce - Industry: Beauty and Skincare Key Points and Arguments Strategic Transformation - The company has shifted from a marketing-driven model to one focused on product development and brand building, establishing a global R&D system with three centers, one joint venture factory, and six collaborative laboratories, laying the foundation for growth in the mid-to-high-end skincare sector [2][3] Skincare Segment Growth - The skincare segment is projected to account for 41% of total revenue in 2024, with continued growth into Q1 2025. The brands Kylin, Darfu, and Eve Long have clear positioning targeting high-end, oily skin, and premium makeup removal markets, respectively, driving overall gross margin improvement through self-developed new products [2][5] Perfect Diary Brand Restructuring - Perfect Diary is transitioning from a mass-market color cosmetics brand to a technology-driven makeup and skincare brand, with a price upgrade to around 150 RMB. The focus is on the base makeup product line, aiming for base makeup to represent 50% of sales, enhancing consumer loyalty and profit margins [2][6][13] Gross Margin Improvement - Gross margin improvement is primarily due to an increase in the proportion of high-margin products, particularly high-end skincare and improved margins for Perfect Diary. Despite potential impacts from channel structure changes, overall gross margin is expected to continue rising, driven by significant growth in mid-to-high-end skincare [2][8] Sales Expense Ratio - The high sales expense ratio is attributed to insufficient scale effects and high costs associated with the Douyin channel. Future optimization is anticipated as core brands mature and the proportion of B2B channels increases, potentially enhancing profitability [2][8] Cash Position and Profitability - As of Q1 2025, the company has approximately 1.3 billion RMB in net cash and has restored its cash-generating ability, achieving non-GAAP profitability in Q4 2024 and Q1 2025. The company is actively repurchasing shares and plans further acquisitions once brand stability is achieved [4][24] Brand Performance - Kylin, Darfu, and Eve Long collectively grew by 58% year-on-year in Q1 2025. Kylin targets high-end consumers with an average price of 1,000-1,500 RMB, while Darfu focuses on oily skin with an average price of around 300 RMB, and Eve Long specializes in premium makeup removers priced at approximately 600 RMB [5][12] Sales Channels - Kylin primarily uses a D2C model, with over 90% of sales online, predominantly through Tmall and Douyin, where Douyin's sales are twice that of Tmall. The company plans to open 8-10 offline stores by the end of 2025 to achieve a more balanced channel structure [4][9] Future Plans for Perfect Diary - Perfect Diary will continue to develop as a key brand, focusing on launching new base makeup products to enhance consumer loyalty and profit margins. The brand's price range has been upgraded to around 150 RMB [6][13] Market Expansion and Partnerships - The company is currently not planning significant overseas market expansion, focusing instead on strengthening its domestic market presence before exploring international opportunities. It remains open to partnerships with leading platforms for efficient brand promotion [18][16] Production and Capacity - The company relies on a joint venture factory for core cosmetic products, with skincare production primarily occurring overseas for certain brands. Current production capacity is sufficient to meet demand without immediate concerns of shortages [20][26] Financial Guidance - For Q2 2025, the company provided a revenue growth guidance of 2% to 12%, with expectations based on online sales performance through platforms like Tmall and Douyin [23] Additional Important Information - The company has a stable management structure with minimal recent changes, focusing on optimizing its organizational framework to support brand independence and innovation [21]