Investment Rating - The report maintains a "Buy" rating for Xtep with a target price of HKD 7.32, reflecting a potential upside of 44% from the current price of HKD 5.08 [2][7]. Core Insights - Despite cautious sales growth, the report expresses confidence in Xtep's ability to outperform the market in the medium to long term, driven by new product launches, strong e-commerce sales, and a high proportion of wholesale business [1][7]. - The retail sales trend for Xtep is expected to remain resilient, with anticipated growth in the second half of 2024, supported by strategic initiatives and strong performance from the Saucony brand [1][7]. - The report highlights a significant improvement in profit margins due to cost control measures and increased sales of star products, projecting a net profit growth target of 20% or more for FY24E [1][7]. Financial Summary - For FY24E, revenue is projected at RMB 14,994 million, with a year-on-year growth rate of 4.5% [2][8]. - The operating profit is expected to reach RMB 1,903 million, while net profit is forecasted at RMB 1,273 million, reflecting a year-on-year increase of 18.4% [2][8]. - The report indicates a P/E ratio of 10.1 for FY24E, which is attractive compared to the historical average of 15 times [7][8]. Sales Performance - Xtep's sales revenue for the first half of 2024 increased by 10% year-on-year, reaching RMB 7.2 billion, with net profit rising by 13% to RMB 752 million [7][10]. - The gross profit margin improved significantly, driven by the strong sales of key products like the 360X [7][10]. - The report notes that online sales performed best, followed by the children's market, with respective growth rates of 7% and 10% [7][10]. Market Position - Xtep is positioned well within the sportswear industry, benefiting from a strong brand presence and effective marketing strategies, particularly in the running category [1][7]. - The report emphasizes the importance of the Saucony brand, which saw sales growth exceeding 70% in the first half of 2024, leading to an upward revision of its sales growth target to 50% or more [1][7]. Future Outlook - The report maintains a cautious outlook for FY25E, anticipating moderate growth due to macroeconomic uncertainties, but still expects Xtep to outperform the industry [7][11]. - The company is expected to achieve high single-digit to low double-digit sales growth for its core brands, supported by ongoing product upgrades and a focus on value [7][11].
特步国际：尽管销售增长谨慎 ， 但利润率更高