盐津铺子(002847)：品类品牌驱动增长 海外渠道扩容

Core Viewpoint - Salted Fish's financial performance shows strong growth in revenue and net profit for 2024 and Q1 2025, driven by successful product launches and strategic brand initiatives [1][2][4] Financial Performance - In 2024, the company achieved revenue of 5.304 billion yuan, a year-on-year increase of 28.89%, and a net profit of 640 million yuan, up 26.53% [1] - Q4 2024 revenue reached 1.443 billion yuan, with a year-on-year growth of 29.96%, and net profit of 147 million yuan, increasing by 33.66% [1] - For Q1 2025, revenue was 1.537 billion yuan, up 25.69%, with net profit at 178 million yuan, a year-on-year increase of 11.64% [1] Product Categories and Growth Drivers - Key product categories such as spicy snacks, baked potato products, and konjac jelly showed significant revenue growth, with spicy snacks generating 1.962 billion yuan, up 32.4% [2] - The "Big Demon" sesame sauce and "Egg Emperor" quail eggs have become top-selling items, contributing to the company's growth [2] - The company initiated a brand strategy in 2024, leading to high sales performance during the Spring Festival [2] Channel Development and Structure - Revenue from direct supermarkets decreased by 43.72%, while e-commerce and other channels saw increases of 39.95% and 34.01%, respectively [3] - The company is expanding its overseas market presence, with overseas revenue reaching 62.74 million yuan in 2024, compared to 314,900 yuan in 2023 [3] - The channel structure is expected to improve, with high-growth channels anticipated to outpace overall company growth in 2025 [3] Profitability and Margin Analysis - The company's gross margin was 30.69% in 2024, down 2.85 percentage points, and 28.47% in Q1 2025, down 3.63 percentage points, primarily due to changes in channel structure [4] - Selling, general, and administrative expenses increased, influenced by brand-building efforts and stock compensation [4] - The net profit margin for 2024 and Q1 2025 was 12.07% and 11.59%, respectively, reflecting a decline compared to the previous year [4] Future Outlook and Strategic Initiatives - The company is focusing on strengthening its product lines and supply chain, particularly in the konjac category, with plans for production line expansion in China and Thailand [5] - The organization has established three product divisions based on flavor profiles to enhance product focus [5] - Revenue projections for 2025 to 2027 are set at 6.795 billion, 8.252 billion, and 9.539 billion yuan, with net profits expected to be 853 million, 1.053 billion, and 1.240 billion yuan, respectively [6]