Core Viewpoint - Zhongtai Securities initiates coverage on Leshushi (02698) with a "Buy" rating, projecting the company to evolve from a leading player in Africa's sanitary products to an international fast-moving consumer goods group rooted in emerging markets, benefiting from the emerging market dividend [1] Group 1: Company Growth Potential - The company is expected to grow into an international fast-moving consumer goods group in emerging markets, leveraging high competitive barriers established in Africa, including supply chain and cost advantages, deep localization, and a cross-regional operational system [1] - The company is projected 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] - Net profit attributable to the parent company is expected to reach $114 million, $134 million, and $155 million during the same period, with growth rates of 20%, 17%, and 16% respectively [1] 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 in 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 product market globally [2] Group 3: Competitive Positioning - The company is the leading sanitary product player in Africa, with projected revenues of $450 million in 2024, reflecting a 10.5% increase, and a net profit of $95 million, representing a 47% increase [3] - The company maintains high gross and net profit margins of 35.2% and 20.9%, respectively, while achieving high return on assets (ROA) that significantly outperforms global and domestic industry leaders [3] - The company's competitive edge stems from its deep localization and cross-regional channel management developed over more than a decade [3] Group 4: Strategic Advantages - The company has established a strong brand presence through over 15 years of deep localization in Africa, operating 51 production lines across 8 countries [4] - A robust sales network has been developed through a wholesale model, reaching over 80% of the local population in key operational countries, creating a cross-regional operational moat in the grid-like market [4] - The company plans to expand its production capacity, with an estimated total output value of $890 million, including $510 million in Central Asia and Latin America markets [4]