HEILAN HOME(SH:600398) Sou Hu Cai Jing·2025-09-20 00:26Core Viewpoint - The company, HLA (海澜之家), is initiating plans for a Hong Kong listing to enhance its global strategy and accelerate overseas business development [1][2]. Group 1: Overseas Expansion - HLA's overseas revenue has significantly increased from 6.17 million in 2017 to 355 million in 2024, with a 27.42% year-on-year growth in the first half of 2025 [2]. - The company is expanding into mature markets like Malaysia, Thailand, Vietnam, and Singapore, while also exploring new markets in Central Asia and the Middle East [2][18]. - As of the first half of 2025, HLA has opened 111 overseas stores, with a focus on profitability in various store formats [23]. Group 2: Business Strategy and Performance - HLA is transitioning from a men's clothing brand to a family-oriented brand, implementing a multi-brand strategy that includes women's wear, children's wear, and sportswear [4][5]. - Despite a 1.73% year-on-year revenue growth to 11.566 billion in the first half of 2025, the company's net profit decreased by 3.42% to 1.580 billion, indicating challenges in performance [5]. - The main brand, HLA, contributes approximately 75% of the company's revenue, with consistent performance over the years [8][9]. Group 3: Financial Overview - HLA's revenue from 2020 to 2024 showed fluctuations, with figures of 17.959 billion, 20.188 billion, 18.562 billion, 21.528 billion, and 20.957 billion respectively, reflecting varying growth rates [5][6]. - The company's net profit during the same period also experienced volatility, with figures of 1.785 billion, 2.491 billion, 2.155 billion, 2.952 billion, and 2.159 billion, indicating a challenging financial landscape [5][6]. Group 4: Market Position and Future Outlook - HLA's overseas business has a gross margin significantly higher than its domestic operations, with margins of 66.32%, 68.89%, and 68.13% from 2022 to 2024 [19]. - The overseas revenue still represents a small portion of total revenue, accounting for only 1.83% in the first half of 2025 [21][22]. - The company is actively pursuing new market opportunities and plans to open its first store in Australia in the second half of 2025 [18].