RLX Technology Q1 2024 Earnings Report

RLX Technology EPS Results

• Actual EPS: -$0.01
• Consensus EPS: N/A
• Beat/Miss: N/A
• One Year Ago EPS: N/A

RLX Technology Revenue Results

• Actual Revenue: $76.40 million
• Expected Revenue: N/A
• Beat/Miss: N/A
• YoY Revenue Growth: N/A

RLX Technology Announcement Details

• Quarter: Q1 2024
• Date: 5/17/2024
• Time: N/A
• Conference Call Date: Friday, May 17, 2024
• Conference Call Time: 8:00AM ET

RLX Technology (NYSE:RLX) Inc. (NYSE:RLX) is a China-based company specializing in electronic nicotine delivery systems. The company develops, manufactures and markets closed-pod vaping devices and prefilled cartridges, positioning its products as an alternative to traditional combustible tobacco. RLX emphasizes consistent nicotine delivery, flavor variety and convenience through its proprietary e-liquid formulations and device design.

RLX operates a vertically integrated business model that encompasses research and development, production, quality control and sales. Its product portfolio includes rechargeable pod devices paired with disposable cartridges available in multiple nicotine strengths and flavor profiles. The company has built an omnichannel distribution network combining self-owned retail outlets, third-party stores and e-commerce platforms to serve consumers in major urban markets across mainland China.

Founded in 2018 and headquartered in Shanghai, RLX Technology completed its initial public offering on the New York Stock Exchange in mid-2020. Since then, the company has focused on expanding its market share through product innovation, brand building and adherence to evolving regulatory standards for electronic nicotine delivery systems. RLX continues to invest in consumer insights and technical capabilities to navigate a dynamic regulatory environment.

RLX’s management team comprises seasoned professionals with expertise in consumer electronics, manufacturing and regulated industries, supported by specialists in chemistry, materials science and device engineering. The company aims to leverage its technological strengths and distribution infrastructure to address shifting consumer preferences and regulatory requirements in China’s vaping market.

RLX Technology Q1 2024 Earnings Call Transcript

Key Takeaways

• RX Technologies is advancing its international expansion after terminating its non-compete with Ajax International, with Southeast and North Asia operations running smoothly and tailored growth strategies in development for new markets.
• The company is broadening its product portfolio across a wider price spectrum and has successfully launched new e-liquid products in Southeast Asia, with plans to introduce open-system devices and leverage shifts from disposables due to regulatory bans.
• Extended regulatory crackdowns on illicit products—including a four-month special action in China that dismantled major illegal manufacturing operations in Zhejiang and Gansu—alongside tighter rules in Florida and the UK are creating a healthier market and growth opportunities.
• In Q1 2024, RX Technologies reported its fifth consecutive quarter of revenue growth, with net revenues reaching RMB 5 million, a gross margin expansion to 25.9%, and a non-GAAP operating profit of RMB 23 million, marking a year-over-year turnaround.
• The company’s cash flow and balance sheet strengthened significantly, with an operating cash inflow of RMB 4 million versus an outflow of RMB 231 million last year, a negative cash conversion cycle with 34 inventory days, and total financial assets of RMB 14.7 billion.

Presentation

[Operator]

Hello, ladies and gentlemen. Thank you for standing by for RLX Technology Inc.'s First Quarter 2024 Earnings Conference Call. At this time, all participants are in the listen-only mode. After management's remarks, there will be a question and answer session. Today's conference call is being recorded and is expected to last for about 40 minutes. I will now turn the call over to your host, Mr. Sam Tsang, Head of Capital Markets for the company. Please go ahead, Sam.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you very much. Hello, everyone, and welcome to RLX Technology's first quarter 2024 earnings conference call. The company's financial and operational results were released through PR Newswire services earlier today and have been made available online. You can also view the earnings press release by visiting the IR section of our website at ir.rlxtech.com. Participants on today's call will include our Chief Executive Officer, Ms. Kate Wang, our Chief Financial Officer, Mr. Chao Lu, and myself, Sam Tsang, Head of Capital Markets. Before we continue, please note that today's discussion will contain forward-looking statements made under the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. These statements typically contain words such as may, will, expect, target, estimate, intent, believe, potential, continue, or similar, other similar expressions. Forward-looking statements involve inherent risks and uncertainties.

[Sam Tsang, Head of Capital Markets at RLX Technology]

The accuracy of these statements may be impacted by a number of business risks and uncertainties that could cause actual results to differ materially from those projected or anticipated, many of which factors are beyond our control. The company, its affiliates, advisors, and representatives do not undertake any obligation to update this forward-looking information, except as required under the applicable law. Please note that RLX Technology's earnings press release and this conference call include discussions of unaudited GAAP financial measures, as well as unaudited non-GAAP financial measures. Our RLX press release contains a reconciliation of the unaudited non-GAAP measures to the unaudited GAAP measures. I will now turn the call over to Ms. Kate Wang. Please go ahead.

[Kate Wang, CEO at RLX Technology]

Thank you, Sam, and thanks everyone for making time to join our earnings conference call today. I will begin with an overview of our international initiatives, followed by a discussion of illicit products' impact on our business before I hand it over to our CFO for a review of our financials. 2024 is off to a solid start. Our operations in Southeast and North Asia are running smoothly, and our international expansion is progressing well. Since terminating our non-compete agreement with RELX International in November 2023, our team has been diligently researching the regulatory environment and competitive landscapes of the markets worldwide to inform our strategic blueprint. After thoroughly evaluating various markets, we are ready to determine our next steps and develop tailored growth strategies for each region.

[Kate Wang, CEO at RLX Technology]

With our leading product development capabilities and broad portfolio of premium products for adult smokers, we are confident that we can meet each market's unique, unique needs. We plan to expand into additional regions, and we'll keep you updated on our progress in future calls. On product diversification, we are broadening our portfolio in response to rising living costs, and that are impacting users both domestically and overseas. By offering more SKUs across a wider price spectrum, we can cater to diverse consumer needs and capture additional demand. In overseas markets, we are expanding our offerings beyond closed systems, starting with e-liquid products, and we plan to introduce new open system device at a later stage. Our recent launch of new e-liquid products in Southeast Asia has been well-received, showing promising initial results.

[Kate Wang, CEO at RLX Technology]

Regarding regulatory environments in overseas markets, we are seeing the early impact of bans on disposables. Retailers and adult users are shifting from disposables to other sub-categories, such as pod systems. As a leading global players in the pod system market, these regulatory changes present prime opportunities for us to increase our future market share. We are poised to capitalize on this transition with an effective marketing strategy and pipelines of compliant products that meet adult smokers' needs at every price point... price point. Turning to the impact of illicit products domestically. Illicit products continue to challenge compliant products. However, we are encouraged by Chinese authorities' announcement of another round of special actions to crack down on illicit products in March.

[Kate Wang, CEO at RLX Technology]

This year's initiative, spanning 4 months, 1 month longer than last year's, will focus on improving case investigation and handling, and building an effective enforcement system for the industry. We are pleased to see China's regulatory authorities tackling these serious issues, though there is still a long way to go. We are already seeing some positive outcomes. For instance, authorities in Zhejiang Province successfully cracked a case involving the entire supply chain of counterfeit e-cigarettes, from product to sales. They dismantled 1 illegal manufacturer and 2 production lines, seizing 40 sets of production equipment, over 35,000 disposable e-cigarettes, over 30,000 cartridges, over 2,900 devices, and 1 million e-cigarette accessories. The seized goods were valued at more than 10 million RMB, and the total amount involved in the investigation exceed 100 million RMB.

[Kate Wang, CEO at RLX Technology]

Additionally, authorities in Gansu Province recently uncovered an illegal e-cigarette manufacturing and sales enterprise operating online. They dismantled three illegal manufacturing sites, three storage sites, and six sales shops, seizing over 2,800 disposable e-cigarettes and over 290,000 cartridges. The total value of seized goods exceed CNY 8.8 million, with the total amount involved in the investigation surpassing CNY 110 million. As an industry leader and socially responsible company, RLX remains committed to advocating for a well-regulated e-vapor industry and collaborating with regulators on create an orderly and healthy market. Internationally, authorities are also increasingly cracking down on illicit products. In the United States, for example, the state of Florida has implemented a registry for disposable vapes.

[Kate Wang, CEO at RLX Technology]

Starting March 1, 2025, manufacturers that sell prohibited products in the state will face a $1,000 daily fine per product, until it is removed from the market. This regulation also applied to retailers, wholesalers, and distributors that ship products into Florida. Additionally, anyone who sells a nicotine product, including vape, to someone under 21 for a third or subsequent time, will face a third-degree felony charge, punishable by up to $5,000 in fines and 5 years in prison. In the U.K., authorities are cracking down on unlicensed imports and surge in youth vaping. Both border control and local authorities are working to seize unauthorized counterfeit products.

[Kate Wang, CEO at RLX Technology]

The government is expected to announce new rules for the industry, which could include a ban on disposable vapes, a licensing scheme for retailers, and new taxes, among other regulatory measures. As a legitimate player, we view these actions as positive developments that will contribute to a healthy and orderly market, benefiting our future business development. In conclusion, our strategic expansion initiatives are already yielding positive results, setting the stage for future success. We remain confident that e-vapor products will continue to gain traction as a harm reduction tool for adult smokers, even as regulations evolve worldwide. With an outstanding product portfolio, agile operations, and deep industry expertise, we are ready to create and seize opportunities on a global stage.... With that, I will now turn the call over to our CFO, Chao Lu.

[Kate Wang, CEO at RLX Technology]

He will elaborate further on some of our last quarter's initiatives and go over our operational and financial results in more detail.

[Chao Lu, CFO at RLX Technology]

Thank you, Kate, and hello, everyone. Before I start the detailed discussion of our financials, please note, unless otherwise stated, all the financials I will present today are in RMB terms. First, I am pleased to report that our strategic expansion into Southeast and North Asia has continued to deliver positive outcomes this quarter. Total net revenues increased to RMB 552 million, marking our fifth consecutive quarter of revenue growth. The inherent benefits of geographic diversification, along with our reduced reliance on domestic market, have allowed us to capitalize on opportunities arising from harm reduction initiatives in the international markets. We are increasingly capturing organic growth from adult smokers transitioning from combustible cigarettes to reduced risk products like e-vapors. We have a solid blueprint for ongoing expansion in place, and we are optimistic that our initiatives will continue driving progress across our financial metrics.

[Chao Lu, CFO at RLX Technology]

We will provide further details in the coming quarters as we continue to assess various markets' growth potential, competitive landscapes, and regulatory environments. Turning to profitability, our overall gross profit margin for the first quarter expanded year-over-year from 24.2% - 25.9%. Despite the excise taxes on e-vapor products in China, our ongoing efforts to enhance supply chain efficiency, improve product designs, and increase the utilization of our exclusive manufacturing plants are having a positive impact. Notably, the gross margin-gross profit margin of our domestic business has improved quarter-over-quarter since the second quarter of 2023. We recorded a total operating loss of RMB 52 million for the first quarter.

[Chao Lu, CFO at RLX Technology]

However, excluding the impact of share-based compensation, we achieved a positive non-GAAP operating profit of RMB 23 million, marking our second consecutive quarter of non-GAAP profitability at the operating level. This represents a significant year-over-year turnaround compared to a non-GAAP operating loss of RMB 133 million in the first quarter of 2023. Our cost reduction efforts and positive profit contributions from outside China were the main drivers of this quarter's success. Driven by our turnaround in operating level profit, our non-GAAP net income for the first quarter of 2024 increased by 13% year-over-year to RMB 208 million. For the same period, our non-GAAP basic net income per ADS was RMB 0.166, and non-GAAP diluted net income per ADS was RMB 0.159.

[Chao Lu, CFO at RLX Technology]

Our cash flow and balance sheet remain healthy and strong, supported by enhanced working capital and inventory management. We recorded an operating cash flow inflow of CNY 4 million in the first quarter of 2024, a meaningful improvement from operating cash outflow of CNY 231 million in the same period last year. Additionally, we are currently experiencing a negative cash conversion cycle. Inventory turnover days stood at just 34 days in the first quarter of 2024, significantly reduced from over 100 days in the first quarter of 2023. As of March 31, 2024, our total financial assets, including cash and cash equivalents, restricted cash, and various forms of short-term and long-term deposits and inventories, totaled CNY 14.7 billion. In summary, we are confident that we are on the right track with our international expansion.

[Chao Lu, CFO at RLX Technology]

Moving forward, we will continue to optimize costs and efficiency as we enter new markets and scale our operations. Our goal remains to deliver premium products to users while creating sustainable long-term value for our shareholders. This concludes our prepared remarks today. I will now open the call to questions.

[Operator]

Thank you.

[Chao Lu, CFO at RLX Technology]

Operator, please go ahead.

[Operator]

Yes, yes, thank you. We will now begin the question and answer session. To ask a question, you may press star then one on your telephone keypad. If you are using a speakerphone, please pick up your handset before pressing the keys. If at any time your question is not addressed and you would like to withdraw it, please press star then two. For the benefit of all participants on today's call, if you wish to ask your question to management in Chinese, please immediately repeat your question in English. At this time, we will pause momentarily to assemble the roster. And the first question comes from Charlie Chen with China Renaissance.

[Lydia Ling, Director Equity Research at Citi]

[Foreign language]

[Translator]

Thanks, management, for taking my questions. I got two questions regarding the domestic market. So first of all, can you share with us a little bit more on the momentum of monthly sales in domestic market? Is there any, like, marginal changes month-over-month that you can see and share with us? And also, based on current run rates, do you have any new guidance or new sales target for the full year? So that's the first question. And the second one is about domestic product pipeline. Can management share with us a little bit more color on new directions or requirements that you heard from the regulators in terms of flavor, packaging, and technology requirements, et cetera? Thank you very much.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you very much, Charlie, for your question. So the first question is about our monthly sales trend as well as our targets internally. So the monthly sales of our China business has been relatively stable. So each month's sales could be subject to calendar effects. For example, Chinese New Year and public holidays, and the overall change, overall trend has not changed. So as you may aware, there is a special action led by the Chinese authorities, has been ongoing, and we hope that positive trends will emerge as this initiative concludes. We are also working on launching new products with new design and characteristics to compete effectively with illicit products. We are innovating and expanding our offerings to meet our user demands. We will share more details once our new products launch.

[Sam Tsang, Head of Capital Markets at RLX Technology]

So overall, our China business remains on track with our annual expectations and targets, and we remain optimistic about the market as the regulatory actions take effect and our new products enter the markets. So the second question is about is there any regulatory change especially regarding like flavors or other requirements? So in late April there are a few draft consultation papers being released being published by the Chinese regulators. So the first change is concerns about the product approval. So compared with the previous versions published in early 2022, the new draft did not include certain clauses related to the exports of e-cigarette products. Also, it has stated that if an applicant is under investigation for suspected illegal activities, the regulators will not accept such an applicant's technical review application.

[Sam Tsang, Head of Capital Markets at RLX Technology]

The second change is mainly concerned the marketing campaigns. So all marketing activities must be registered on the National Transition Platform and not violate applicable regulation. So we believe the draft consultation papers aim to promote a healthier and orderly industry development. Thank you for your questions.

[Chao Lu, CFO at RLX Technology]

Thank you.

[Operator]

Thank you. And the next question comes from Lydia Ling with Citi.

[Lydia Ling, Director Equity Research at Citi]

Hi, management, this is Lydia from Citi. Oh, can you hear me?

[Sam Tsang, Head of Capital Markets at RLX Technology]

Yeah, we can hear you.

[Lydia Ling, Director Equity Research at Citi]

Okay, great. Thank you. Thanks, management. So Lydia from Citi. Here I have two questions. The first one is on your overseas market, and we want to know that if you could share that, like, the year-to-date growth trend for the market that you already entered. And also, want to know that if you have seen any impact from the weak macro on this category consumption. And we understand that you entered this new market step by step, so actually want to check if any new markets you consolidated in the first quarter, and what would be your expansion plan in the second quarter? So this is my first question on the overseas market. And then my second question is on the China market. As you just also mentioned that the ongoing measures against the illegal products in China market.

[Lydia Ling, Director Equity Research at Citi]

So wanted to know that what could be the best route to the second quarter's trend in China. So, it's actually like improving trends in the second quarter should be expected. Thank you.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you very much, Lydia, for your questions. So regarding your first question is about the international markets. So we have made significant progress in strengthening our presence in Southeast and North Asia, and have yet to enter new markets in the first quarter. So our non-China business have maintained steady growth, despite the first quarter traditionally being a low season for this category, primarily due to weather-affected store traffic and the holy month of Ramadan in Southeast Asia. So we are also aware of the weak macro of the international markets. The rising living costs encourages more adult smokers to consider value for money, nicotine alternatives, like e-vapor products. The trend of switching from cigarettes to harm reduction nicotine products, like e-cigarettes, has been clear, and the rise in living costs could also help accelerate the switch and user penetration.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Our expansion strategy calls for prudent and calculated entries into new markets in the second quarter. We are working on expanding to certain countries in this quarter, starting with Asia. So overall, we are optimistic about the growth potential of our international markets by capturing increasing market share to drive our growth in this quarter and beyond. So regarding your second question about the special action and also what's the impact towards the second quarter. So the special action against illegal products in China are positive developments for industry. This year's special action is more comprehensive, with four months of inspection and evaluation, a month longer than that of last year. The extended period allows for a more thorough inspection of the value chain, from manufacturing and wholesale to retail.

[Sam Tsang, Head of Capital Markets at RLX Technology]

This year's special action focuses on multiple aspects, ensuring all entities fully comply with the regulations and cracking down on unlicensed entities. For manufacturers like us, this requires complying with production and operational standards, and robust product quality assurance systems. Also, authorities identify unlicensed entities of activities, collaborates with our departments to shut down illegal operations and pursue legal responsibility for such violation. So we fully support and are thankful to the Chinese authorities for their efforts to address these issues, and promotes a well-regulated e-vapor industry. So for the second quarter, we expect these actions can help stabilize the markets and remain optimistic that these efforts can support our growth and achieve our goals. Although it's still a bit early to predict specific outcomes towards the second quarter. Thank you for your questions.

[Operator]

Thank you. The next question comes from Peihang Lu with CICC.

[Peihang Lu, Equity Analyst at CICC]

Okay, thank you, management. This is Peihang from CICC. I have two questions here. My first question is, what is the current level of the illicit market share in the domestic market, and how does the company perceive your share in the legitimate market? The second question is that given the intensifying competition in the overseas market, we have also noticed increasing pressure on product ASP this year. So, how does the company view the price competition of the industry and its impact on your business? Thank you.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you very much, Peihang, for your questions. So, the first question is about the illegal markets in China. So, we do see that the illicit market continues to pose great challenges in the China markets. Some market estimates suggest that illegal products account for the majority of the total market size. These black market transactions are conducted through social media platforms, which is difficult to monitor and trace. Regulators are tracking down on illicit activities in the industry, including the 2 cases we mentioned in the opening remarks, and special actions are still ongoing. We hope better enforcement and new product launches will reduce the illicit market share. In terms of our market share in the legal markets, we are, we are a leading brand and maintain a stable market share over the last 12 months.

[Sam Tsang, Head of Capital Markets at RLX Technology]

We have strong brand equity and provide quality and extensive products that can meet our user needs. So our second question is about our international market, competitions. So we think the competitions in our industry is primarily related to product innovation, rather than just pricing. Unlike other consumer categories, the growth of the e-vapor markets and market share movements among brands are driven by product innovation that could meet users' evolving demand, while complying with regulatory requirements. For instance, the Tobacco Product Directive in the EU region limits the capacity of cartridges to no more than 2 milliliters. In response to user preferences for more puffs, products like four-in-one have emerged. These products provide four cartridges, and each cartridge contain no more than 2 milliliters of e-liquid. This can cater to user demand for convenience while complying with EU requirements.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Also, we see more new products are offered to provide users who seek value for money options. Many brands, including us, have introduced those e-liquid products, offering diversified options at various price points. Product diversification can ensure we can meet different user segments' needs without competing in pricing. Overall, succeeding in the e-vapor markets requires product innovation, but not price cuts, as this would harm brand equity. As the market and penetration of the e-vapor category continue to grow, we believe we can grow with the industry and increase our share by launching products that cater to user needs. Thank you for your questions.

[Operator]

Thank you. The next question comes from Bojia Fang with CITIC Securities.

[Bojia Fang, Equity Analyst at CITIC Securities]

Thank you, management. This is Bojia from CITIC Securities, and I have one question here. We have observed that U.K. cigarette exports experienced a significant decline in March. Could you please share whether this downturn is related to the recent ban on disposable products? Additionally, could you provide some insights into which major receiving markets are currently driving sales for the company's disposable product, Waka? How has growth been in this market, and how do you view the future trends? Thank you.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you very much, Bojia. The decline in the U.K. e-cigarette exports in March is partially attributed to the anticipated ban on disposable products, which could take effective as early as April 25th. We observe trends indicating that players across the value chain are preparing for the change. For instance, some brands with a significant focus on disposables have already launched and promoted their pod system products. Some retailers are also converting existing disposable users to other subcategories, such as pod system and open system products. So regarding our disposable products or Vaper, we primarily sell our disposables in markets where they are allowed. Disposable products have gained popularity due to its convenience and a relatively affordable pricing, and our disposable products have experienced growth as well.

[Sam Tsang, Head of Capital Markets at RLX Technology]

So regarding the future trend of disposables, each market situation is different, as it largely depends on local regulatory developments. If such disposable products are banned in certain markets, we can convert users to other subcategories, given that we are a leader in pod system while offering e-liquid solutions in certain markets as well. Thank you for your question.

[Bojia Fang, Equity Analyst at CITIC Securities]

Thank you.

[Chao Lu, CFO at RLX Technology]

Thank you.

[Operator]

Due to time constraints now, I would like to turn the call back over to the company for any closing comments.

[Sam Tsang, Head of Capital Markets at RLX Technology]

Thank you once again for joining us today. If you have further questions, please feel free to contact RLX Technology's Investor Relations team through the contact information provided on our website or Piacente Financial Communications. Thank you.

[Operator]

Thank you. This concludes this conference call. You may now disconnect your line. Thank you.

Participants

Executives

• Chao Lu, CFO
• Kate Wang, CEO
• Sam Tsang, Head of Capital Markets

Analysts

• Bojia Fang, Equity Analyst at CITIC Securities
• Lydia Ling, Director Equity Research at Citi
• Peihang Lu, Equity Analyst at CICC
• Translator