莫干山家居：人造板量价齐跌，定制家居能否扛起增长大旗？

Core Viewpoint - Mogan Mountain Home is seeking to go public on the Hong Kong Stock Exchange, aiming to enhance its growth momentum and optimize its financial structure despite facing challenges in growth and profitability quality [1] Group 1: Company Overview - Mogan Mountain Home is recognized as the third-largest green man-made board service provider and among the top fifteen green custom home providers in China, with a significant market presence [1] - The company has established a nationwide influence with its "Mogan Mountain" brand and has been involved in over 75 national and industry standards [2] - As of September 30, 2025, Mogan Mountain Home has 875 distributors covering all provinces in China and 45 overseas countries, actively pursuing a brand internationalization strategy [2] Group 2: Financial Performance - The company reported a revenue of 3.394 billion RMB in 2023, with a slight increase to 3.456 billion RMB in 2024, reflecting a year-on-year growth of approximately 1.8% [2] - For the first three quarters of 2025, revenue was 2.519 billion RMB, showing a minor decline of about 1.2% compared to the same period in 2024 [2] - Gross margin improved from 22.2% in 2023 to 25.7% in the first three quarters of 2025, indicating better product structure or cost control [2] Group 3: Profitability Challenges - Despite the increase in gross margin, net profit margin remained stagnant at 9.4% in 2023 and 9.3% in 2024, with a slight rise to 11.1% in the first three quarters of 2025 [3] - The widening gap between gross and net profit margins highlights the impact of rising operating expenses, with sales and distribution expenses increasing from 5.9% to 7.0% of revenue [3][5] - The company faces a dual challenge of declining sales volume in its core man-made board business and increasing costs associated with maintaining market position [3][10] Group 4: Business Transition - Mogan Mountain Home is transitioning from a reliance on traditional man-made board production to a focus on custom home services, with the revenue share from man-made boards decreasing from 69.0% in 2023 to 59.6% in the first nine months of 2025 [7][8] - Custom home services have become the second-largest revenue pillar, increasing from 18.9% to 25.6% during the same period, aligning with the company's strategic direction [8] - The transition is accompanied by higher expenses, as the sales and distribution expense ratio has risen, indicating significant market investment required for new business expansion [10][11] Group 5: Market Outlook - The company’s growth potential is heavily reliant on the success of its custom home business, which has not yet fully compensated for the decline in man-made board revenue [10][11] - The ongoing transition presents risks, as the old business is declining faster than the new business can grow, leading to a challenging financial environment [11]