Atour Lifestyle (US:ATAT) Xin Lang Zheng Quan·2025-06-12 04:05Core Viewpoint - The recent incident involving a pillowcase at Atour Hotel has raised concerns about hygiene and operational efficiency, coinciding with a decline in the company's financial performance, leading to investor apprehension about its future in the new consumption sector [1][2]. Financial Performance - In Q1 2025, Atour Group reported total revenue of 1.906 billion yuan, a year-on-year increase of 29.8%, but net profit decreased by 5.6% to 243 million yuan [2]. - Adjusted net profit, excluding stock-based compensation, was approximately 345 million yuan, reflecting a 32.3% year-on-year increase [2]. - The number of franchise hotels reached 1,702, with a total of nearly 200,000 operational rooms, marking a net increase of 431 hotels and 47,400 rooms compared to Q1 2024 [2]. Operational Efficiency - The average daily room rate for franchise hotels fell to approximately 415.1 yuan, the lowest since Q1 2023, with an occupancy rate of 70.1%, down from 73.1% in Q1 2024 [5]. - Average revenue per available room decreased to 304.4 yuan, down 6.9% year-on-year and 9.5% quarter-on-quarter [5]. - The performance of same-store operations showed a decline, with average daily room rates and occupancy rates at their lowest in nine quarters [8]. Retail Business Growth - Atour's retail revenue reached 694 million yuan in Q1 2025, a 66.4% year-on-year increase, contributing 36.4% to total revenue [9]. - The sales volume of the popular "deep sleep" pillow series exceeded 3.8 million units in 2024, with total retail GMV reaching 11.39 billion yuan and 25.92 billion yuan in 2023 and 2024, respectively [9][10]. - Despite impressive sales figures, the retail business heavily relies on e-commerce, with over 90% of GMV coming from online channels [10]. Competitive Landscape - Atour's retail strategy faces challenges due to reliance on OEM production, making its competitive edge less stable compared to peers like Mijia and Luckin Coffee, which have established their supply chains [12]. - The increasing competition in the retail space, with established players like Huazhu Group and traditional bedding brands enhancing their product offerings, poses a threat to Atour's market position [12].