Core Viewpoint - The report from China Merchants Securities initiates coverage on Leshu Shi (02698) with a "strong buy" investment rating, highlighting the company's robust growth and profitability driven by localized production and distribution in emerging markets, particularly Africa [1] Group 1: Company Overview - The company is a leading cross-border hygiene product platform focused on emerging markets, primarily selling baby diapers and sanitary napkins, with the highest sales in Africa [1] - The founders maintain concentrated control, and the core management team possesses extensive experience in emerging markets and fast-moving consumer goods [1] - The company has transitioned from a trading model to localized supply, manufacturing, and deep distribution, establishing a competitive advantage in production, supply, and sales [1] Group 2: Financial Performance - The company has demonstrated stable high revenue growth, with projected revenues of $320 million, $411 million, and $454 million for 2022-2024, reflecting year-on-year growth rates of 28.59% and 10.46% [2] - Adjusted net profit is expected to rise significantly, with growth rates of 251.71% and 51.00% for 2023 and 2024, respectively [2] - The product structure is centered on baby diapers, which accounted for 71.8% of revenue in early 2025, while sanitary napkins and training pants are also growing [2] Group 3: Profitability Metrics - The company's gross margin is projected to increase from 23.0% in 2022 to 35.2% in 2024, driven by lower raw material costs and a higher proportion of higher-margin products [3] - The net profit margin is also on the rise, reaching 20.15% in early 2025, attributed to improved gross margins, optimized expense ratios, and reduced foreign exchange losses [3] Group 4: Market Expansion and Competitive Advantage - The company is positioned to benefit from the expansion of emerging markets, driven by high birth rates and low penetration rates in hygiene products, particularly in Africa, where the market is expected to grow at a CAGR of approximately 8% from 2025 to 2028 [4] - The competitive advantage lies in deep localization, with the company establishing a comprehensive production, supply, and sales system that covers 80% of the local population through 51 production lines across eight countries [4] - The company has achieved leading sales in baby diapers and sanitary napkins in Africa, supported by a cost-effective product strategy and extensive distribution networks [4]