HEILAN HOME(SH:600398) Guan Cha Zhe Wang·2025-11-24 12:04Core Viewpoint - Haier's Home, a leading domestic men's clothing brand, has achieved over 20 billion in sales and is now pursuing an "A+H" stock market layout after 25 years in the A-share market [1][2] Financial Performance - Projected revenues for Haier's Home from 2022 to 2024 are 17.905 billion, 20.754 billion, and 20.162 billion respectively, with net profits of 2.062 billion, 2.918 billion, and 2.189 billion [1] - For Q3 of this year, the company reported revenues of 15.599 billion, a year-on-year increase of 2.23%, and a net profit of 1.862 billion, down 2.37% year-on-year [1][2] Market Position - According to Frost & Sullivan, Haier's Home is the second-largest men's clothing brand globally and has held the top position in the Asian men's clothing market for 11 consecutive years since 2014 [2] - The company holds a 5.6% market share in China's men's clothing sector, making it the only Chinese men's clothing brand with annual revenues exceeding 10 billion RMB [2] Brand Diversification - Haier's Home has expanded beyond men's clothing to include brands such as OVV for women's clothing, the high-end children's brand Ying's, and collaborations with Adidas [2] - The main brand, Haier's Home, contributes 75.1%, 78%, and 74.8% to total revenue from 2022 to 2024, indicating its core business status [2] Custom Clothing Business - The corporate clothing customization segment has shown significant growth, with revenues of 2.247 billion, 2.280 billion, and 2.224 billion from 2022 to 2024, accounting for 12.6%, 11%, and 11.1% of total revenue [3] - The gross margin for the customization business was notably high, reaching 47.9% and 46.1% in 2022 and 2023, respectively, although it has started to decline in 2024 [3] Store Expansion - As of June 30, the company operates 7,209 stores globally, with 5,723 under the Haier's Home brand, including 92 overseas [3] - The company plans to increase its overseas direct stores from 111 to 200 over the next three years, focusing on Australia, Europe, and Southeast Asia [5] International Strategy - The opening of the first Australian store in September marks a strategic shift towards developed markets [4] - The company aims to explore independent operations or acquisition opportunities in the sportswear sector to tap into faster-growing markets [5]