Core Viewpoint - Facing market competition pressure, the leading men's clothing brand in A-shares, Hailan Home, is seeking new growth points for performance improvement [1] Financial Performance - In 2024, Hailan Home achieved revenue of 20.957 billion yuan, a year-on-year decrease of 2.65%, and a net profit attributable to shareholders of 2.159 billion yuan, down 26.88% [1] - In Q1 2025, Hailan Home's performance improved with revenue of 6.187 billion yuan, a year-on-year increase of 0.16%, and a net profit of 935 million yuan, up 5.46% [1] Brand Strategy and Expansion - Hailan Home is increasing its focus on the sports sector, acquiring exclusive rights for the Austrian sports brand HEAD in China and holding a 51% stake in Spobz Brand Management [2][6] - The company is implementing a "multi-brand, full-category, group" strategy, expanding its brand portfolio to include Hailan Home, OVV, Black Whale, and YeeHoO [2] Revenue Structure - The main brand, Hailan Home, contributed 15.270 billion yuan in revenue in 2024, a decrease of 7.22%, while the group purchase customization business generated 2.224 billion yuan [3] - The "other brands" segment saw a significant increase in revenue, totaling 2.668 billion yuan, up 32.38% [3] Sales Channels - In 2024, online sales contributed 4.419 billion yuan, accounting for 21.92% of total revenue, with a year-on-year growth of 35.63% [10] - Offline sales accounted for 15.743 billion yuan, a decrease of 10.02%, with a revenue share dropping from 84.30% in 2023 to 78.08% in 2024 [10][12] Store Expansion - By the end of 2024, Hailan Home had a total of 7,178 stores, with 5,833 belonging to the main brand [11] - The company opened 1,103 new stores while closing 802 in 2024 [11] International Expansion - Hailan Home's overseas revenue reached 355 million yuan in 2024, a year-on-year increase of 30.75%, with a total of 101 overseas stores [13]

Core Viewpoint - In 2024, HLA's revenue and net profit declined due to a slower-than-expected recovery in the consumer market, with a significant drop in net profit by 26.88% year-on-year. However, the first quarter of 2025 showed unexpected growth, with a net profit of 935 million yuan, up 5.46% year-on-year [1][2]. Financial Performance - In 2024, HLA achieved a revenue of 20.957 billion yuan, a decrease of 2.65% year-on-year, and a net profit attributable to shareholders of 2.159 billion yuan, down 26.88% [2]. - The main revenue contributors, pants and T-shirts, saw significant declines in revenue and gross margin, with pants revenue at 3.766 billion yuan (down 12.14%) and T-shirts at 2.918 billion yuan (down 8.20%) [2]. - Inventory levels increased notably, with pants and T-shirts inventory rising by 22.30% and 19.03%, respectively, and shoe inventory surging by 143.28%. Total inventory at the end of 2024 reached 11.987 billion yuan, up 28.38% [2]. Store Operations - In 2024, HLA experienced a significant number of store closures, with 431 franchise stores closed compared to 78 new openings, while direct stores saw 341 new openings and 125 closures. By the end of 2024, there were 1,468 direct stores and 4,365 franchise stores [2]. - Direct stores contributed significantly to gross profit, with a gross margin of 62.85%, compared to 40.95% for franchise and other stores [2]. Sales Channels - HLA's offline revenue declined from 17.496 billion yuan in 2023 to 15.743 billion yuan in 2024, with offline sales accounting for 78.08% of total revenue, down from 84.30% [3]. - Conversely, online sales grew significantly, reaching 4.419 billion yuan in 2024, an increase of over 30%, and accounting for 21.92% of total revenue [3]. - In the first quarter of 2025, online sales reached 1.014 billion yuan, up approximately 20%, contributing to a total revenue of 6.187 billion yuan, a slight increase of 0.16% year-on-year [3].

Investment Rating - The investment rating for the company is "Buy" (maintained) [5] Core Views - The company is expected to see continuous growth from new channels and new business initiatives, which are anticipated to become new growth drivers [5] - The company's core business profitability has improved, with a gross margin of 46.07% in 2024, up by 0.21 percentage points year-on-year [7] - The company has successfully launched new businesses, including partnerships with JD.com and Adidas, which are expected to drive revenue growth [7] Financial Performance Summary - Revenue projections for the company are as follows: - 2023: 21,528 million RMB - 2024: 20,957 million RMB (YoY change: -2.65%) - 2025E: 23,353 million RMB (YoY change: 11.43%) - 2026E: 25,373 million RMB (YoY change: 8.65%) - 2027E: 26,909 million RMB (YoY change: 6.06%) [6] - Net profit projections are as follows: - 2023: 2,952 million RMB - 2024: 2,159 million RMB (YoY change: -26.88%) - 2025E: 2,624 million RMB (YoY change: 21.57%) - 2026E: 2,890 million RMB (YoY change: 10.12%) - 2027E: 3,172 million RMB (YoY change: 9.75%) [6] - The company’s earnings per share (EPS) are projected to be: - 2023: 0.61 RMB - 2024: 0.45 RMB - 2025E: 0.55 RMB - 2026E: 0.60 RMB - 2027E: 0.66 RMB [6] Business Growth Drivers - The company is focusing on expanding its online business, which is expected to contribute significantly to revenue, with online revenue reaching 44.19 billion RMB in 2024, up by 35.63% year-on-year [7] - The partnership with JD.com and the expansion into the outlet market are anticipated to be key growth engines for the company [7] - The company’s core men's wear business remains solid, with expectations for revenue and profit growth driven by increased online and direct sales channel contributions [7]

Core Viewpoint - HLA Group reported a strong performance in Q1 2025, achieving revenue of 6.187 billion yuan, a year-on-year increase of 0.16%, and a net profit of 935 million yuan, up 5.46%, marking a five-year high [1][2] Financial Performance - The company generated a net cash flow from operating activities of 1.587 billion yuan, reflecting a year-on-year growth of 14.91% [1] - HLA Group's revenue from its main brand reached 4.642 billion yuan, with a gross margin of 49.25%, an increase of 2.85 percentage points [9][10] - The group’s revenue from the group purchase series was 646 million yuan, up 17.58%, while other brands generated 743 million yuan, with a remarkable growth of 100.22% [9] Product and Brand Development - HLA Group has diversified its product offerings beyond menswear to include womenswear, childrenswear, home goods, and customized group purchases [2] - The company increased its R&D investment by 43.82% to 288 million yuan in 2024, with Q1 2025 R&D spending reaching 46.96 million yuan [3] - New product lines such as the "YunCai Natural" summer series and upgraded outdoor technology products have been launched, focusing on functionality and style [3] Brand Strategy - HLA Group emphasizes a brand philosophy of "creating vibrant clothing" and has been recognized as a leading brand in the national clothing industry [5] - The company has been actively involved in community events, such as sponsoring the Wuxi Marathon, promoting sustainability and brand visibility [5] Channel Optimization - Online sales in Q1 2025 reached 1.014 billion yuan, a year-on-year increase of 19.76%, while offline sales accounted for 83.18% of total revenue [11][12] - The company has been enhancing its direct store presence, with 2,025 direct stores by the end of Q1 2025, representing 28.22% of total stores [13] New Market Initiatives - HLA Group is expanding into the sports sector through its partnership with Spobz and Adidas, with 433 Adidas stores authorized by the end of 2024 [14] - The collaboration with JD.com aims to create a new "city outlet" model, enhancing the company's presence in the high-value consumer market [15] - The overseas revenue reached 355 million yuan in 2024, with a growth of 30.75%, and a total of 101 overseas stores [15]

Investment Rating - The investment rating for the company is "Buy" with a target price of RMB 10.15 [7][8] Core Views - The company achieved a revenue of RMB 20.96 billion in 2024, a year-on-year decrease of 2.7%, and a net profit of RMB 2.16 billion, down 26.9% year-on-year, which is in line with previous expectations [1] - In Q1 2025, the company reported a revenue of RMB 6.19 billion, a slight increase of 0.2% year-on-year, and a net profit of RMB 0.94 billion, up 5.5% year-on-year, indicating a recovery in growth [1] - The company is focusing on solidifying its core apparel business while expanding into the sports sector and accelerating globalization, particularly through the new JD Outlet business model [1][2] Revenue and Growth - The main brand, group buying, and other brands (including FCC and JD Outlet) generated revenues of RMB 15.27 billion, RMB 2.22 billion, and RMB 2.67 billion respectively, with growth rates of -7.2%, -2.5%, and +32.4% [2] - Offline revenue for 2024 was RMB 15.74 billion with a total of 7,178 stores, while online revenue increased by 35.6% to RMB 4.42 billion, reflecting a robust multi-channel marketing strategy [2] Profitability and Costs - The gross profit margin remained stable at 44.5% in 2024, while the net profit margin decreased by 3.2 percentage points to 10.4% due to increased selling and management expenses [3] - Selling expense ratio increased by 2.9 percentage points to 23.1%, primarily due to the rise in direct store numbers and advertising costs [3] Inventory and Cash Flow - Inventory turnover days increased by 47 days to 330 days, mainly due to the consolidation of the FCC business and increased winter apparel inventory [4] - Cash and cash equivalents decreased by 42.9% year-on-year to RMB 6.79 billion, potentially due to increased dividend payouts and the impact of the FCC business [4] Profit Forecast and Valuation - The net profit forecast for 2025 and 2026 is RMB 2.78 billion and RMB 3.11 billion respectively, with an introduction of a 2027 forecast of RMB 3.39 billion [5] - The target price is based on a 2025E PE of 17.5x, with a comparison to the industry average PE of 17.0x [5]

Investment Rating - The report maintains a "Buy" rating for the company with a target price of RMB 10.15 [7][8]. Core Insights - The company achieved a revenue of RMB 20.96 billion in 2024, a year-on-year decrease of 2.7%, and a net profit of RMB 2.16 billion, down 26.9% year-on-year, which aligns with previous expectations [1]. - In Q1 2025, the company reported a revenue of RMB 6.19 billion, a slight increase of 0.2% year-on-year, and a net profit of RMB 0.94 billion, reflecting a year-on-year growth of 5.5% [1]. - The company is focusing on solidifying its core apparel business while expanding into the sports sector and accelerating globalization efforts, particularly through the JD Outlet new business model [1][2]. Revenue Breakdown - For 2024, the main brand, group purchases, and other brands (including FCC and JD Outlet) generated revenues of RMB 15.27 billion, RMB 2.22 billion, and RMB 2.67 billion respectively, with growth rates of -7.2%, -2.5%, and +32.4% [2]. - Offline revenue for 2024 reached RMB 15.74 billion, with a total of 7,178 stores, while online revenue increased by 35.6% to RMB 4.42 billion [2]. Profitability and Costs - The company's gross margin remained stable at 44.5% in 2024, while the net profit margin decreased by 3.2 percentage points to 10.4% [3]. - Selling expenses increased by 2.9 percentage points to 23.1%, primarily due to the rise in direct store numbers and advertising costs [3]. - The company’s inventory turnover days increased by 47 days to 330 days, influenced by the consolidation of the FCC business and increased winter apparel inventory due to a warm winter [4]. Financial Forecasts - The report maintains net profit forecasts of RMB 2.78 billion for 2025 and RMB 3.11 billion for 2026, with an introduction of a 2027 forecast of RMB 3.39 billion [5]. - The estimated PE ratio for 2025 is set at 17.5x, with a target price of RMB 10.15 based on the company's steady development and new growth avenues [5].

Investment Rating - The report maintains a "Buy" rating for the company, indicating a projected price increase of over 15% in the next 6-12 months [5]. Core Insights - The company reported a revenue of 20.957 billion RMB for 2024, a decrease of 2.65% year-on-year, with a net profit of 2.159 billion RMB, down 26.88% [2]. - The Q1 2025 revenue was 6.187 billion RMB, showing a slight increase of 0.16%, while the net profit rose by 5.46% to 935 million RMB [2]. - The company achieved a total cash dividend of 1.969 billion RMB in 2024, with a dividend payout ratio exceeding 91% [2]. Operational Analysis - The main business operations are stable, with significant growth in online and overseas channels. The main brand, Hai Lan Zhi Jia, generated revenue of 15.270 billion RMB, down 7.22%, while group purchases brought in 2.224 billion RMB, down 2.51% [2]. - In Q1 2025, the main brand's revenue decreased by 9.52% to 4.642 billion RMB, while group purchases increased by 17.58% to 646 million RMB [2]. - The direct sales channel achieved revenue of 1.592 billion RMB in Q1 2025, a year-on-year increase of 13.15%, with a total of 1,510 stores by the end of Q1 2025 [2]. - Online revenue reached 4.419 billion RMB in 2024, a growth of 35.63%, indicating a strong performance in online channels [2]. - The company is expanding its international presence, particularly in Malaysia, Thailand, Vietnam, and Singapore, with overseas revenue of 355 million RMB, up 30.75% [2]. New Business Development - The company is experiencing positive momentum in new business formats, with other brands generating revenue of 2.668 billion RMB in 2024, an increase of 32.38%, and 743 million RMB in Q1 2025, a growth of 100.22% [3]. - The acquisition of a controlling stake in Sports Holdings contributed 994 million RMB in revenue and a net profit of 67.05 million RMB from April to December 2024 [3]. - The first JD Outlet opened in September 2024, and by April 2025, the number of stores reached 12, leveraging high cost-performance to attract consumers [3]. Profitability and Forecast - The gross margin for 2024 and Q1 2025 was 44.52% and 46.62%, respectively, indicating stable profitability [3]. - The net profit margin for 2024 and Q1 2025 was 10.30% and 15.12%, respectively, showing improvement in profitability [3]. - The company forecasts EPS of 0.57, 0.65, and 0.75 RMB for 2025-2027, with corresponding PE ratios of 14, 12, and 11 times [5].

Investment Rating - The investment rating for the company is "Buy" [4] Core Views - The company's basic operations are stabilizing, and the new retail format is continuously expanding [1] - The company achieved better-than-expected earnings in Q1 2025, with a projected high dividend payout for the year [1] - The main brand's revenue decline is narrowing, and the proportion of direct sales is increasing [2] - Other brands, including Sporz and JD Outlet, are contributing to new growth points [3] - The company is expected to see revenue growth in the coming years, driven by new retail formats and a strong dividend policy [4] Summary by Sections Financial Performance - In 2024, the company reported revenue of 20.96 billion yuan (down 2.7% year-on-year) and a net profit of 2.16 billion yuan (down 26.9% year-on-year) [1] - Q1 2025 revenue reached 6.19 billion yuan (up 0.2% year-on-year) with a net profit of 935 million yuan (up 5.5% year-on-year) [1] - The company plans a cash dividend of 1.969 billion yuan for 2024, with a dividend payout ratio of 91.22% [1] Main Brand Performance - The main brand's revenue in 2024 was 15.27 billion yuan (down 7.2% year-on-year), but gross margin improved by 1.3 percentage points to 46.5% [2] - The number of direct stores increased by 216 to 1,468, while franchise stores decreased by 359 to 4,365 [2] - The company is expanding into overseas markets, with 101 stores opened by the end of 2024, generating 355 million yuan in overseas revenue (up 30.75% year-on-year) [2] Other Brands - Other brands generated revenue of 2.67 billion yuan in 2024 (up 32.4% year-on-year), with Q1 2025 revenue reaching 740 million yuan (up 100.2% year-on-year) [3] - The company increased its stake in Sporz to 51% and reported significant contributions from this brand [3] - The partnership with JD to open JD Outlet stores is also expected to drive growth [3] Earnings Forecast and Investment Advice - Revenue is projected to grow to 22.3 billion yuan in 2025, 24.8 billion yuan in 2026, and 26.6 billion yuan in 2027, with corresponding net profits of 2.41 billion yuan, 2.66 billion yuan, and 2.91 billion yuan [4] - The new retail formats are expected to open up growth opportunities, and the company's high dividend yield is seen as stable [4]

Investment Rating - The report maintains a "Buy" rating for the company [8] Core Views - The company is expected to experience a revenue decline of 3% year-on-year in 2024, with a significant drop in net profit by 27% [1] - The company has a high dividend payout ratio of 91%, making its dividend attractive with an estimated yield of 5.2% based on the closing price on April 29, 2025 [1] - The main brand's revenue is projected to decrease by 7% in 2024, while new business lines such as JD Outlet and Sporz are expected to drive growth [3][5] Summary by Sections Financial Performance - In 2024, the company's revenue is projected to be CNY 20.96 billion, down 3% year-on-year, with a net profit of CNY 2.16 billion, down 27% [1] - For Q1 2025, the company reported revenue of CNY 6.19 billion, flat year-on-year, and a net profit of CNY 0.94 billion, up 5% [2] - The gross margin for 2024 is expected to remain stable at 44.5%, while the net margin is projected to decline to 10.4% [1] Brand Performance - The main brand's revenue is expected to decline by 7% to CNY 15.27 billion in 2024, but it maintains a gross margin of 46.5% [3] - The group purchase and customization series is projected to see a revenue decline of 3% to CNY 2.22 billion [3] - Other brands are expected to grow by 32% to CNY 2.67 billion, driven by the integration of Sporz and JD Outlet [3] Channel Performance - Offline store revenue is expected to decline by 10% to CNY 15.74 billion in 2024, while online sales are projected to grow by 36% to CNY 4.42 billion [4] - Direct sales are expected to increase by 5% to CNY 4.78 billion, outperforming franchise sales, which are projected to decline by 6% [4] Cash Flow and Inventory Management - Inventory levels are expected to increase by 28.4% year-on-year to CNY 11.99 billion by the end of 2024, with inventory turnover days increasing [5] - Operating cash flow is projected to be CNY 2.32 billion in 2024, approximately 1.1 times the net profit for the same period [5] Future Outlook - The company anticipates a potential revenue growth in the low single digits for 2024, with net profit expected to grow rapidly due to a low base effect [5] - The report suggests that the company will continue to focus on high-quality store openings and improving profitability in new projects [5]

Investment Rating - The report maintains a "Buy" rating for the company, indicating a projected price increase of over 15% in the next 6-12 months [5]. Core Insights - The company reported a revenue of 20.957 billion RMB for 2024, a decrease of 2.65% year-on-year, and a net profit of 2.159 billion RMB, down 26.88% [2]. - In Q1 2025, the company achieved a revenue of 6.187 billion RMB, a slight increase of 0.16%, with a net profit of 935 million RMB, up 5.46% [2]. - The company has a high dividend payout, with a total cash dividend of 1.969 billion RMB for 2024, representing a payout ratio exceeding 91% [2]. Business Analysis - The main business operations are stable, with significant growth in online and overseas channels. The main brand, Hai Lan Zhi Jia, generated revenue of 15.270 billion RMB, down 7.22%, while group purchases brought in 2.224 billion RMB, down 2.51% for 2024 [2]. - In Q1 2025, the main brand's revenue decreased by 9.52% to 4.642 billion RMB, while group purchases increased by 17.58% to 646 million RMB [2]. - The company is expanding its direct sales channels, achieving a revenue of 1.592 billion RMB in Q1 2025, a growth of 13.15% [2]. - The online revenue for 2024 reached 4.419 billion RMB, a growth of 35.63%, indicating strong performance in digital sales [2]. - The company is actively expanding into international markets, achieving overseas revenue of 355 million RMB, a year-on-year increase of 30.75% [2]. New Business Developments - The company has seen positive growth in new business formats, with revenues from other brands reaching 2.668 billion RMB in 2024, up 32.38%, and 743 million RMB in Q1 2025, up 100.22% [3]. - The acquisition of a controlling stake in Sports Holdings has contributed to revenue of 994 million RMB and a net profit of 67.05 million RMB from April to December 2024 [3]. - The first JD Outlet opened in September 2024, and by April 2025, the number of stores reached 12, leveraging competitive pricing to attract consumers [3]. Profitability and Forecast - The gross margin for 2024 and Q1 2025 was 44.52% and 46.62%, respectively, indicating stable profitability [3]. - The net profit margin for 2024 and Q1 2025 was 10.30% and 15.12%, showing improvement in profitability in Q1 [3]. - The company forecasts EPS of 0.57, 0.65, and 0.75 RMB for 2025-2027, with corresponding PE ratios of 14, 12, and 11 times [5].