EEKA FASHION-赢家时尚：提升销售是首要任务

Investment Rating - The report assigns a "Buy" rating to the company with a target price of HK $11.88 [2][5]. Core Insights - The company has issued a profit warning, expecting a decline in revenue and net profit of less than 5% and less than 45% respectively for the fiscal year ending December 31, 2024. This decline is attributed to various factors including decreased product sales and increased marketing expenses [3][4]. - The company is facing stronger headwinds in the second half of 2024, with a slight decline in China's apparel retail sales and disappointing sales performance due to unusually warm weather, which has reduced demand for high-priced winter clothing [3]. - The company continues to invest in marketing despite short-term challenges, maintaining marketing expenses at around 3% to 4% of total revenue. This investment is seen as essential for brand development and sales stimulation [4]. - The company has made progress in inventory management, and inventory clearance may not be a focus for the fiscal year 2025. However, further improvement in gross margin is limited as it has already reached historical highs [4]. Financial Summary - For the fiscal year 2024, the company anticipates total revenue of RMB 6,606.9 million, a decrease of 4.4% from the previous year, with a gross profit of RMB 5,015.3 million and a gross margin of 75.9% [13]. - The net profit for 2024 is projected to be RMB 485.2 million, reflecting a significant decline of 41.7% compared to 2023 [13]. - The company’s market capitalization is approximately HK$ 6.1 billion, with a current share price of HK $8.61 [5][9]. Peer Comparison - The company has a market capitalization of HK$ 6,061.9 million and a price-to-earnings ratio of 8.1, which is lower than the industry average of 11.6 [9]. - The company’s gross margin of 75.3% is significantly higher than many of its peers, indicating strong operational efficiency [9]. Future Outlook - The company aims to prioritize sales growth as its primary objective moving forward, with no new investment projects anticipated in the near term [4]. - The dividend payout ratio is expected to remain stable, reflecting the company's cautious approach amid current market conditions [4].