Executives Continue To Reduce Holdings. Recently, Fang Yuyou, a director and senior executive of Proya, has reduced his shareholding several times. The third quarterly report for 2022 shows that Fang Yuyou holds 17.51% of the shares and is the third largest shareholder of Proya. After the latest reduction on February 1, its shareholding ratio was reduced to 15.09%. According to the statistics of bread finance and economics, in January 2023, among the listed companies in Shanghai and Shenzhen. The stock with the largest reduction in holdings was Proya. Fang Yuyou reduced his holdings by a total of 2,806,100 shares through secondary market trading. With a reduced amount of 468 million yuan, the average changing price ranged from 159.05 yuan per share to 170.43 yuan per share. On January 18, Proya issued an announcement stating that from November 18, 2022, to January 16, 2023.
Reduce Their Holdings
Fang Yuyou had reduced its shareholding in the company by a total of 2.994 million shares through centralized bidding transactions and block Brilliance Sf Serum transactions, accounting for 2.994 million shares of the company’s total share capital. 1.056% of the total. In fact, since March 2019, just a few months after the stock lock-up period, many executives, including the founder Hou Juncheng and Cao Liangguo. Who was the deputy general manager of Proya at the time, has frequently launched plans to reduce their holdings. Although in the capital market, shareholder reduction is also a routine transaction behavior. The information released by major shareholders’ frequent reduction of holdings is not good. It is unavoidable that they are not optimistic about the company’s long-term development and think that it is now the best time to cash out.
A Successful Case Of Transformation Executives Continue To Reduce Holdings
From the perspective of performance alone, Proya can be regarded as a successful case of transformation among local veteran beauty companies. From 2017 to 2021, the compound annual growth rate of its total operating income and net profit attributable to the parent will reach 29.96% and 30.15%, respectively. Even in 2022, when the beauty market is cold. Priya’s revenue and net profit attributable to the parent in the first three quarters have maintained a growth rate of over 30%. Proya was established in 2003. Hou Juncheng, the founder was an agent and distributor. Chose the daily chemical specialty stores in the third- and fourth-tier sinking markets as the entry point. Avoiding the competition with European and American brands such as L’Oreal in first- and second-tier cities. Competition, and gradually expand the brand scale through the vast distribution channels.
Douyin Beauty And Skin Care
It is worth mentioning that the name “Proya” has been considered to be suspected of touching porcelain “L’Oreal” and “Oupo Lai” under Shiseido in the early days. From 2009 to 2018, Proya gradually established its reputation in the market through Hunan Satellite TV. Zhejiang Satellite TV, and other TV marketing, and its adherence to the brand positioning of “hydrating” basic skin care. What really brought Proya into the public eye was a bubble mask hit in 2019. According to its 2019 financial report, the product’s Tmall flagship store sold more than 1 million boxes per month. Breaking the history of Tmall’s beauty makeup, and also won first place in the “Douyin Beauty and Skin Care List”. It can also be seen from this that after Proya went public in 2017. It has begun to focus on the layout of online e-commerce channels. Executives Continue To Reduce Holdings.
It almost Disappeared After Only A Year
According to the 2017 and 2018 annual reports, Priya’s e-commerce channels accounted for 36.08% and 43.57% respectively, showing rapid growth. In 2021. Its online channels will account for 84.93%. Grasping the e-commerce trend early and shifting the focus from offline channels is also an important move for Proya’s successful transformation. In the 2021 and 2022 Tmall Double 11 promotion lists, with international brands around. Proya ranks among the top ten sales of beauty and skin care products. However, the bubble mask, whose efficacy has been questioned. Did not last long as a sales myth, and it almost disappeared after only a year or so. However, Proya learned the experience of explosive products from the bubble mask and launched the Ruby Essence and Double Anti-Essence the following year. Combined with the effect of the party’s “C in the morning and A in the evening” to launch in Xiaohongshu and Douyin. Which contributed to the Formation of a “Large Single Product Strategy”.
However, compared with Estee Lauder’s “little brown bottle” and La Mer face cream. Priya’s “big single product” is still a long way from becoming an enduring classic product. Hexapeptide and ergothioneine, are the main ingredients of Ruby Essence and Double Anti-Essence. Are indeed star ingredients sought after by consumers at present but in the impression of consumers. The connection between Proya products and ingredients is not like that of PIETRA for SK-II close. This means that Proya products are currently popular on social media, but lack the support of long-term sustainability. According to the research report of Shanghai-Hong Kong Securities, there is a seven-year gap between the latest two upgrades of Estee Lauder’s small brown bottle and Lancome’s small black bottle. Proya Ruby Essence and Double Antibody Essence launched iterative products in the following year and raised prices.
Efficacy Improvement Effect
This makes it difficult to judge the matching degree between its efficacy improvement effect and price increase. Moreover, Proya, who is eager for success, also overturned the car in quality control. In 2022, Proya was once issued a test certificate by a beauty blogger, pointing out that the added content of the two physical sunscreens in different batches of the new product Feather Sensation Sunscreen has changed. In response to this, Proya subsequently posted a response on its official Weibo, saying that there were differences in some batches of finished products, and opened after-sales channels such as refunds. Feather-sensing sunscreen, which was hoped to become a new “big single product”. Has since withdrawn from the stage of history. Executives Continue To Reduce Holdings.
The Feather-Sensing Sunscreen
In addition, in 2022, Proya, which became popular on Weibo with its explosive sales on Double 11, was complained about by consumers because it did not ship Web Care Face within the promised date. Whether it is the feather-sensing sunscreen or the double 11 delivery incident. It reveals Proya’s lack of supply chain control, and this is fatal under the brand’s accelerated pace of innovation. Proya has got rid of the history talk of copycat L’Oreal and Oupo Lai, but there is still a long way to go to truly become China’s and the world’s Proya. Executives Continue To Reduce Holdings.