According to the Zhongtong Finance and Economics APP, on September 27, Cosmo Lady (02298) announced that Executive Director Wu Xiaoli purchased 1,070,000 shares of the company's common stock at an average price of approximately HK$0.254 per share from September 25 to 27, 2024. Since last year, Wu Xiaoli has increased the company's shareholding several times, all of which clearly demonstrate her confidence in the company's future development prospects.

According to the Yibang Think Tank forecast, the scale of the Chinese women's underwear market exceeded 194.7 billion in 2023, with a CAGR of over 4.2% expected in the coming years. In addition, an increasing number of Chinese consumers are choosing "rational consumption." Cosmo Lady has always adhered to the brand positioning of "national underwear, good quality at a reasonable price," which aligns well with consumer trends.

In recent years, Cosmo Lady's profitability has been rapidly strengthening, further enhancing the brand's competitiveness in the market.

From a financial perspective, in the first half of 2024, Cosmo Lady achieved revenue of 1.514 billion yuan, an 11% year-on-year increase, with a net income attributable to the parent of 82.398 million yuan, a significant 215% year-on-year increase. At the same time, the company resumed dividend payments after June 2019, with a dividend per share of 1.1 Hong Kong cents, representing an approximate payout ratio of 30%.

In terms of channels, Cosmo Lady has been advancing its omnichannel strategy. The number of offline stores continues to grow, with 755 stores signed and 373 opened in the first half of the year, bringing the total number of stores to about 4500. Through the "strengthening counties and empowering towns" strategy, the company has strengthened channel distribution in county-level and prefecture-level cities, expanding market share. Online-wise, the company has collaborated with over twenty top online affiliates, increasing the brand's market penetration rate, with a GMV of approximately 0.23 billion yuan on the affiliate e-commerce platforms. Additionally, the company is accelerating its digital transformation by partnering with JD Daojia, Meituan Instant Purchase, and other platforms to advance instant retail business.

Cosmo Lady was very active in market expansion and brand promotion activities in the first half of 2024. Through high-speed rail and community advertisements, the brand successfully expanded its coverage and influence. Especially in the advertising placement at high-speed rail stations, covering 126 cities nationwide, including nearly a thousand large screens and lightbox advertisements. In addition, Cosmo Lady has also placed advertisements in 7500 communities in cities such as Zhengzhou, Wuhan, and Dongguan, further enhancing the brand's market penetration.

During the National Day and singles' day sales, cosmo lady increased marketing efforts by investing in nearly 200 high-speed rail stations for brand promotion, enhancing brand visibility and attractiveness through electronic screens and static light boxes. These measures not only increased the brand's offline influence but also provided strong support for e-commerce marketing.

Cosmo lady's omni-channel layout strategy has also achieved significant results. By combining online and offline channels, they have achieved comprehensive brand coverage.