海通国际：首予乐舒适(02698) “优于大市”评级 目标价40.5港元

Core Viewpoint - Haitong International initiates coverage on Leshushi (02698) with an "Outperform" rating and a target price of HKD 40.5, reflecting a strong growth outlook driven by its leading position in the African hygiene products market [2] Group 1: Company Overview - Leshushi is a multinational hygiene products company focused on emerging markets such as Africa, Latin America, and Central Asia, specializing in the development, manufacturing, and sales of baby diapers, baby pull-ups, sanitary napkins, and wet wipes [3] - According to Frost & Sullivan data, Leshushi ranks first in Africa's baby diaper and sanitary napkin markets by sales volume, with market shares of 20.3% and 15.6% respectively, and ranks second by revenue with market shares of 17.2% and 11.9% [3] Group 2: Growth Drivers - The combination of population growth and urbanization in Africa, along with low penetration rates of baby and female hygiene products, drives significant industry growth potential, with Leshushi showing strong growth momentum in both baby diapers and sanitary napkins [4] Group 3: Competitive Advantages - Leshushi employs a differentiated brand strategy, having developed a strong brand matrix since launching its core brand Softcare in Ghana in 2009, now encompassing over 340 SKUs across four core categories [5] - The company has established local production capabilities in eight African countries, with eight factories and 51 production lines, making it the largest local manufacturer of hygiene products in Africa, which enhances cost efficiency and consumer engagement [5] - Leshushi has a deep multi-channel sales network that reaches over 80% of the local population in key operating countries, with a presence in over 30 countries and 18 sales branches serving more than 2,800 customers [5] Group 4: Future Growth Strategy - Leshushi plans to replicate its successful "African model" in Latin America and other emerging markets to create a sustainable second growth curve [6] - The company aims to expand its product categories through channel reuse and acquisitions, transitioning from a leading hygiene products company to a leading fast-moving consumer goods group [6]