Core Viewpoint - Zhongtai Securities initiates coverage on Leshu Shi (02698) with a "Buy" rating, projecting the company to evolve from a leading player in the African sanitary products market to an international fast-moving consumer goods group rooted in emerging markets, benefiting from ongoing market growth [1] Group 1: Company Growth Potential - The company is expected to achieve revenues of $545 million, $642 million, and $745 million from 2025 to 2027, with year-on-year growth rates of 20%, 18%, and 16% respectively [1] - Projected net profit attributable to shareholders is $114 million, $134 million, and $155 million for the same period, with growth rates of 20%, 17%, and 16% [1] - The company has established high competitive barriers in Africa through supply chain and cost advantages, deep localization, and a cross-regional operational system, allowing it to continue benefiting from emerging market dividends [1][2] Group 2: Market Characteristics - Africa is characterized as a "grid-like" market with distinct population distributions, cultures, currencies, and business environments, leading to rapid growth but limited market capacity [2] - The African baby diaper and sanitary napkin markets are projected to reach $2.59 billion and $870 million respectively by 2024, with penetration rates of only 20% and 30%, compared to over 80% in mature markets [2] - The market is expected to benefit from increasing birth rates, urbanization, and rising penetration rates, making it the most promising sanitary products market globally [2] Group 3: Financial Performance - The company is projected to generate $450 million in revenue in 2024, reflecting a 10.5% increase, with profits expected to reach $95 million, a 47% increase [3] - The gross margin and net margin are forecasted at 35.2% and 20.9% respectively, positioning the company as the leading sanitary products player in Africa [3] - The company maintains high profitability and return on assets (ROA), significantly outperforming global and domestic industry leaders [3] Group 4: Competitive Advantages - The company has a first-mover advantage with over 15 years of deep localization in Africa, operating 51 production lines across 8 countries [4] - A robust sales network has been established through a wholesale model, reaching over 80% of the local population in key operational countries [4] - The company is expanding its market presence from West Africa to East Africa and is set to replicate its success in the South American market, with plans for new production capacity valued at $890 million [4]