研报掘金丨东方证券：维持首旅酒店“买入”评级，标价16.72元

Group 1 - The core viewpoint of the article highlights the dual growth in customers and sales for Shoumi Global Purchase, which enhances member loyalty [1] - The company has been actively engaging in online and offline interactions through its digital trade service platform, leading to increased customer and sales figures [1] - Membership activities such as point redemption and lotteries during member days have further strengthened member engagement [1] Group 2 - By the end of 2024, the total number of "如LIFE" club members is expected to reach 197 million, representing a year-on-year growth of 30.8% [1] - The platform is anticipated to unlock consumer spending potential among members, contributing incremental growth to the retail segment [1] - The company is optimizing its direct and franchise layout, with a clear trend of improving profitability in standardized stores [1] Group 3 - The company is given a target price of 16.72 yuan based on a 22 times PE ratio for 2025, maintaining a "buy" rating [1]