Yue Yuen （0551.HK）/Pou Sheng （3813.HK） 2Q24 earnings review： Raises OEM FY24 order guidance； PS protects margin amid demand uncertainties； Buy

Investment Rating - The report maintains a "Buy" rating for both Yue Yuen and Pou Sheng, with a 12-month target price of HK$17.2 for Yue Yuen and HK$1.00 for Pou Sheng [20][23]. Core Insights - Yue Yuen's OEM business has shown sequential order improvement, with management raising full-year order volume growth guidance to low double digits year-over-year, indicating better visibility on second-half orders [3][12]. - Pou Sheng's retail business faces challenges due to weak consumption power in China, but effective margin control and cost optimization strategies are expected to support stability [5][8]. Summary by Sections OEM Business Overview - Order Outlook: Full-year order volume growth guidance raised to low double digits year-over-year from mid-single to high-single digits, with improved visibility for second-half orders [3][12]. - Margin Expectations: Gross profit margin (GPM) in Q2 was 18%, below expectations, but management anticipates stability or a marginal increase in GPM for the second half [14]. - Capacity Expansion: Ongoing capacity expansion in Bangladesh, Indonesia, and Cambodia, with plans for a new production base in India [15][16]. Retail Business Overview (Pou Sheng) - Sales Performance: Sales declined by 11% year-over-year in July, with management expecting similar trends to continue in the second half [5][7]. - Margin Management: Despite sales pressure, Pou Sheng achieved a gross profit margin of 34.2% in Q2, with expectations for stabilization in the second half [8][10]. - Cost Control Initiatives: Continuous efforts in optimizing SG&A costs have led to savings, including adjustments in labor and rental costs [5][8]. Earnings Revisions - For Pou Sheng, net income estimates for 2024 have been revised up by 9%, while estimates for 2025-2026 have been increased by 0%-2% due to better gross profit margin improvement and operational efficiency [6][19]. - For Yue Yuen, slight adjustments to gross profit margin forecasts have been made, reflecting recent results and new factory ramp-up [6][17]. Strategic Initiatives - Pou Sheng is enhancing its digitalization efforts and multi-channel strategies to counteract offline sales softness, with a focus on improving operational efficiency in high-tier cities [9][10]. - New brand collaborations and outlet-formatted stores are being pursued to drive growth and improve sales performance [10][11].