Investment Rating - Maintains a "Buy" rating for the company [5][6] Core Viewpoints - WeChat Mini Store could bring new opportunities for the company's development [1] - The company has undergone significant changes in business, logic, valuation, and expectations since the "small essay" incident [1] - The company has deeply refined its self-operated products, improved supply chain capabilities, and refined online marketing strategies [1] - Successfully completed the operational transition under the background of traffic switching, remaining an excellent product technology and cultural company [1] Competitive Advantages - Wide recognition, brand endorsement, and precise positioning [2] - WeChat e-commerce has strong social attributes, and the company has natural recognition and trust due to previous public opinion events [2] - Brand awareness may be stronger than pure cost-effectiveness in gift-giving scenarios, aligning with the company's brand philosophy of "health, high quality, and high cost-performance" [2] - The company has established and continuously improved its membership system, providing more favorable products and comprehensive services to customers [2] - Rich SKU matrix with high product category selectivity [3] - Unlike single-brand offerings, a wider product range helps capture more traffic conversion opportunities [3] - Since April 2022, the company has developed and launched 488 SKUs of self-operated products, expanding its product line to more categories (2023 fiscal year: 120 SKUs) [3] - Product categories have expanded from fresh food and snacks to more diversified product series [3] - Over 100 self-operated products have become top three bestsellers in their categories on Douyin [3] - The company focuses on discovering unmet consumer needs, establishing differentiated market positioning, building strong brand awareness, expanding market coverage, and continuously improving and expanding product categories [3] - Strong team execution resilience and keen judgment on opportunities [4] - The company quickly responded to the WeChat Mini Store's gift-giving feature, demonstrating adaptability and learning ability in a changing environment [4] Financial Projections - Expected FY25-27 revenues of 7.4 billion RMB, 8.4 billion RMB, and 9.6 billion RMB respectively [5] - Adjusted net profit attributable to the parent company of 330 million RMB, 540 million RMB, and 630 million RMB respectively [5] - EPS of 0.32 RMB/share, 0.52 RMB/share, and 0.61 RMB/share respectively [5] - Corresponding P/E ratios of 49x, 30x, and 26x [5] Industry and Market Data - Industry: Non-essential consumption/Media & Entertainment [6] - Current price: 16.78 HKD [6] - Total HKD shares outstanding: 1,035.77 million [6] - Total HKD market capitalization: 17,380.16 million HKD [6] - Net asset value per share: 5.30 HKD [6] - Asset-liability ratio: 24.03% [6] - 1-year high/low: 30.65 HKD/8.92 HKD [6]
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