Sou Hu Cai Jing·2025-11-04 18:54Core Viewpoint - The recent decline in Chow Tai Fook's stock price, despite rising gold prices, raises concerns about the company's performance and market sentiment [2][4]. Stock Price Decline - Chow Tai Fook's stock fell by 8.67% on November 3, closing at HKD 14.28, alongside a broader decline in the gold jewelry sector [2]. - Major banks have lowered their forecasts for Chow Tai Fook, indicating a cautious outlook for the short term [4]. Tax Policy Impact - A new tax policy announced on November 1, which differentiates between investment and non-investment gold, has increased operational costs for Chow Tai Fook [4][5]. - The company acknowledged that the new tax policy would impact its profitability and has adjusted prices for some gold products accordingly [4][5]. Revenue Decline and Operational Challenges - For the first half of the 2025 fiscal year, Chow Tai Fook reported a revenue decline of 20.4% to HKD 39.408 billion and a 44.4% drop in profit attributable to shareholders [6]. - Despite the revenue drop, operating profit increased by 4.0% to HKD 6.776 billion, indicating a strategic shift towards prioritizing quality over quantity [6]. Store Closures and Business Model Issues - Chow Tai Fook closed 842 stores, primarily in mainland China, reflecting challenges in its franchise model and the impact of high gold prices on franchisee profitability [10][13]. - The company's reliance on a franchise model has led to diluted profits and quality control issues, prompting a shift towards self-operated stores [10][13]. Consumer Behavior Changes - Retail gold prices have reached historical highs, leading to a noticeable change in consumer purchasing behavior, with reduced willingness to buy gold jewelry [8][9]. - Chow Tai Fook is adapting its product strategy, with a significant increase in sales from fixed-price gold products, indicating a shift in consumer preferences [9][11]. Future Outlook - The new tax policy is expected to exert cost pressure on the company, but management remains optimistic about narrowing same-store sales declines and slowing store closures [14]. - Chow Tai Fook maintains a leading market share of 11.8% in the domestic market and possesses unique supply chain advantages, suggesting potential for recovery in the long term [15].