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Elevator Pitch
I award a Hold investment rating to RLX Technologies Inc.’s (NYSE:RLX) stock. The current correction in RLX’s shares is fair, taking into account its weak Q1 2023 monetary functionality which was impacted by regulatory modifications. There is an absence of meaningful brief-term catalysts for RLX Technologies, as the company’s recovery path is anticipated to be lengthy. Thus, I am of the view that a Neutral or Hold rating for RLX is suitable.
Firm Description
RLX refers to itself as “a major branded e-vapor enterprise in China” in the company’s media releases. As highlighted in the company’s FAQs web page on its investor relations internet site, RLX Technologies was established in January 2018 and it only conducts its business enterprise operations in China.
The company’s crucial corporate milestones and merchandise are detailed in the charts under.
RLX Technology’s Corporate Milestones
RLX’s Q1 2023 Earnings Presentation
RLX’s Positioning In The E-Cigarettes Sector Worth Chain
RLX’s Q1 2023 Earnings Presentation
RLX Technology’s Solution Line-up
RLX’s Q1 2023 Earnings Presentation
Share Price tag Correction And Valuation De-rating Following Q1 2023 Benefits Announcement
RLX Technologies revealed the company’s monetary functionality for the initial quarter of this year final week on Wednesday Could 17, 2023. RLX has suffered from a substantial pullback in its stock price tag and a meaningful de-rating of its valuation multiples immediately after its most current quarterly outcomes release.
The company’s share price tag dropped by -17% from $two.44 as of Could 17, 2023 to $two.03 at the finish of the Could 25, 2023 trading day. RLX Technology’s final completed stock price tag was also -34% decrease than its 52-week higher of $three.06 recorded in the course of intra-day trading on December five, 2022.
RLX’s consensus forward subsequent twelve months’ Enterprise Worth-to-Income several de-rated from six.32 occasions on the Could 17 trading day to four.77 occasions as of Could 25 primarily based on valuation information sourced from S&P Capital IQ. In the course of the very same time period, the stock’s trailing P/B several compressed from 1.41 occasions to 1.18 occasions.
In the subsequent section, I clarify why I assume that RLX Technology’s current share price tag weakness is justified.
Regulatory Adjustments Have Hurt RLX’s Q1 2023 Monetary Efficiency
As indicated in the chart under, the e-cigarettes industry in China started to be regulated beginning in October 2022, and the Chinese regulatory authorities initiated an excise tax for e-cigarettes considering that November final year.
Current Regulatory Developments For The Chinese E-Cigarettes Marketplace
RLX’s Q1 2023 Earnings Presentation
The current regulatory modifications for the Chinese e-cigarettes business have had a unfavorable influence on RLX Technologies business enterprise as evidenced by its poor Q1 2023 monetary outcomes.
Income for RLX fell by -89% YoY and -44% QoQ to RMB189 million in the initial quarter of this year.
With China’s e-cigarettes business becoming regulated, 1 of the crucial modifications is that flavored e-cigarettes are no longer permitted to be sold in the nation. This indicates that regulated providers such as RLX Technologies are losing industry share to illegal sellers which nonetheless distribute flavored e-cigarettes. At the company’s Q1 2023 outcomes get in touch with on Could 17, 2023, RLX acknowledged that “enticing flavored, but unsafe and illegal merchandise triggered customers to shift far more gradually than anticipated to our GB (“Guo Biao” in Chinese referring to China’s national regular) merchandise.”
RLX Technology’s profitability also took a hit from the current regulatory developments. RLX’s normalized net profit attributable to shareholders suffered from a -26% QoQ reduce and a -52% YoY drop in Q1 2023. The company’s bottom line for the current quarter was adversely impacted by the gross margin contraction resulting from the new excise tax talked about above.
RLX Technology’s profitability at the gross profit level had weakened for two consecutive quarters, as its gross margin decreased from 50.% in Q3 2022 to 43.six% and 24.two% for Q4 2022 and Q1 2023, respectively. Provided that the excise tax on e-cigarettes was initial introduced on November 1 final year, RLX’s gross margin had begun to contract in the final quarter of 2022. With Q1 2023 getting the initial complete quarter for which the excise tax is in impact, RLX Technology’s gross margin took a substantial hit and fell to significantly less than half of what it was for Q3 2022.
Points Will not Be The Identical Once again In A Regulated Atmosphere
The existing sell-side analysts’ consensus monetary projections for RLX Technologies recommend that the enterprise will have to have substantially far more time to recover to the sales and profitability levels that it accomplished in the previous.
Prior to the regulation of China’s e-cigarettes industry, RLX’s fiscal 2021 income and gross margin had been RMB8,521 million and 43.1%, respectively. As a comparison, the consensus FY 2023, FY 2024, and FY 2025 top rated line estimates for RLX are RMB2,599 million, RMB4,455 million, and RMB6,331 million, respectively as per S&P Capital IQ information. Separately, the market’s consensus monetary forecasts point to RLX Technologies attaining gross margins of 29.7%, 32.four%, and 36.% for FY 2023, FY 2024, and FY 2025, respectively.
In other words, RLX Technology’s sales and gross profitability are not anticipated to get back to pre-regulation levels inside the subsequent 3 years.
RLX admitted at its initial quarter outcomes briefing that “the unfavorable influence of illegal merchandise is nonetheless lingering, as it will take some time for the industry to digest inventories.” This implies that a swift income recovery for RLX Technologies is significantly less most likely.
On the other hand, an optimization of RLX Technology’s income mix by escalating income contribution from new greater-margin merchandise (e.g. chewing gum) will not be totally realized in the close to term. At its most current quarter outcomes get in touch with, RLX emphasized that the majority of new merchandise are at the “pilot” phase with “minimal income contribution.”
In a nutshell, RLX Technology’s top rated line and profit margins will naturally be decrease in a regulated atmosphere for e-cigarettes, so it is inevitable that RLX is assigned a valuation discount and its share price tag trends downwards.
Closing Thoughts
My rating for RLX is a Hold. RLX Technology’s monetary functionality is anticipated to steadily boost in subsequent quarters, as competitors from illegal cigarettes turn into significantly less of a headwind more than time and the enterprise optimizes its sales mix by launching new higher-margin item offerings in the future. On the flip side, RLX will obtain it difficult to get its top rated line and gross profit margin back to pre-regulation levels in FY 2021, so a substantial constructive re-rating of RLX’s shares in the brief term is significantly less probable. As such, a Hold rating for RLX Technologies is warranted.