LI NING(HK:02331)2024-10-24 05:02Investment Rating - The report maintains a "Hold" rating for Li Ning (2331.HK) with a target price of HKD 15.94, reflecting a potential upside of 3.9% from the current price of HKD 15.3 [2][11]. Core Views - Li Ning's 3Q24 operational data slightly exceeded market expectations, but the company still significantly lags behind major domestic competitors. The management indicated increased short-term channel inventory pressure and highlighted substantial uncertainty regarding 4Q24 revenue performance [1]. - Despite improved earnings certainty for 2024, the lack of significant recovery in brand strength, fundamentals, and terminal sales trends suggests that investors should remain cautious about Li Ning's stock performance [1]. - The establishment of a joint venture with founder Li Ning and HongShan Venture aims to accelerate the brand's overseas expansion, although the current overseas business only accounts for about 2% of total revenue [1]. Summary by Sections 3Q24 Performance - Li Ning's overall channel revenue in 3Q24 declined in the mid-single digits year-on-year, which was slightly better than market expectations. Offline channel revenue fell in the high single digits, also better than expected [1]. - E-commerce revenue grew in the mid-single digits year-on-year, aligning with market expectations. The average selling price decreased in the mid-single digits, while sales volume remained stable [1]. 4Q24 Outlook - Management remains cautious about the outlook for 4Q24, citing that industry terminal demand has not shown significant improvement and that short-term inventory and discount pressures persist [1]. - The company aims to reduce the inventory turnover ratio to 4-5 months by year-end, with current inventory turnover at around 5 months [1]. Financial Forecasts - Revenue projections for Li Ning are as follows: - 2024E: RMB 28,199 million (up 2.2% YoY) - 2025E: RMB 29,422 million (up 4.3% YoY) - 2026E: RMB 30,967 million (up 5.3% YoY) [3][4]. - Net profit forecasts are: - 2024E: RMB 3,005 million (down 5.7% YoY) - 2025E: RMB 3,297 million (up 9.7% YoY) - 2026E: RMB 3,570 million (up 8.3% YoY) [3][4]. Margins and Ratios - The gross margin is expected to expand by approximately 1 percentage point in 2024, despite a slight decline in the second half of 2024 due to increased discounts [1]. - The report indicates a projected PE ratio of 12.2x for 2024E, with a return on equity (ROE) of 12.0% [3][6]. Inventory and Discounts - Management has increased retail discounts in 3Q24 to manage inventory levels, with offline discounts deepening in the low single digits [1]. - The overall inventory turnover ratio remains manageable, with expectations to improve by year-end [1].