特步国际：Better margins despite cautious sales growth

Investment Rating - The report maintains a "BUY" rating for Xtep with a target price of HK$7.32, indicating a potential upside of 44.0$5.08 [4][7]. Core Views - Despite challenges in the sportswear industry, Xtep is expected to outperform in the mid to long run due to successful new product launches, strong e-commerce sales, and growth from the Saucony brand [2][7]. - The company has reiterated its FY24E guidance, projecting high single-digit to low-teens sales growth and net profit growth of 20% or above [2][7]. Financial Performance - For FY24E, revenue is projected at RMB 14,994 million, with a gross profit of RMB 6,592 million, resulting in a gross margin of 44.0% [8][11]. - The net profit attributable to shareholders is expected to reach RMB 1,264 million, with a diluted EPS of RMB 0.463 [8][11]. - In 1H24, Xtep's sales rose by 10% YoY to RMB 7.2 billion, with net profit increasing by 13% YoY to RMB 752 million [7][10]. Sales Growth and Margins - Retail sales growth for the Xtep brand is anticipated to be resilient at high single digits in 2H24E, supported by new product launches and e-commerce initiatives [2][7]. - The Saucony brand has shown remarkable performance with over 70% sales growth in 1H24, prompting an upward revision of its sales growth guidance to 50% or above [2][7]. - The report highlights improved margins due to cost control measures, economies of scale, and reduced advertising expenses [2][7]. Market Position and Strategy - Xtep is positioned as a value-for-money brand with leadership in running categories, which is expected to help it outperform the industry despite macro uncertainties [7]. - The strategic disposal of K&P has allowed the company to refocus resources on its core brand and running segments, contributing to margin expansion [2][7]. Valuation Metrics - The stock is currently trading at a P/E ratio of 10x for FY24E, which is considered attractive compared to its historical average of 15x [7][8]. - The expected dividend yield for FY24E is 14%, further enhancing the stock's appeal [7].