Investment Rating - The report maintains a "Buy" rating for the company, with a target price adjusted to HKD 1.01, reflecting a potential upside of 59.5% from the current price of HKD 0.63 [2][5]. Core Insights - The company experienced a 10.2% year-on-year increase in net profit for the first half of 2024, despite an 8.9% decline in sales revenue to RMB 9.983 billion. This was attributed to effective discount management, which improved gross and operating profit margins [1][2]. - The company has initiated a special dividend of HKD 0.02 per share, alongside a regular interim dividend of HKD 0.02 per share, resulting in a total payout ratio of 63% [1][2]. - High-line city foot traffic has been under pressure, leading to expectations that the revenue performance in the second half of the year will mirror that of the first half [1][2]. Summary by Sections Financial Performance - For the first half of 2024, the company reported a sales revenue decline of 8.9% to RMB 9.983 billion, while net profit rose by 10.2% to RMB 335 million, with profit margins improving [1][6]. - The company’s gross margin increased by 0.7 percentage points to 34.2%, and operating margin improved by 0.5 percentage points to 4.8% [1][6]. Market Conditions - Foot traffic in high-line cities fell by over 30%, while lower-tier cities showed more stable performance. The same-store sales declined by approximately 16.4% in the first half of 2024 [1][2]. - The company is focusing on improving inventory management and sales efficiency, particularly in lower-tier cities, to stabilize profits [1][2]. Strategic Initiatives - The company has implemented strict discount controls, resulting in a low single-digit improvement in overall discount rates, which is expected to help maintain gross margins in the second half of the year [1][2]. - The company plans to diversify its B2C channels, particularly through platforms like WeChat and Douyin, which currently contribute 15.1% to offline sales [1][2].
宝胜国际：客流量偏软使收入端承压；持续的折扣管控和渠道优化改善利润率