Better Life(SZ:002251) Minsheng Securities·2025-03-11 03:53Investment Rating - The report recommends several companies in the retail sector, including leading brands in various categories such as children's retail, beauty, medical aesthetics, and jewelry [5][6]. Core Insights - The report highlights the ongoing transformation of the company, focusing on quality retail and optimizing store operations to better match consumer demand in Changsha, where the consumer base is young and economically active [4][5][30]. - The company has undergone significant restructuring, reducing the number of its supermarkets from 343 to 96 and its department stores from 43 to 37 between 2021 and 2023, aiming to streamline operations and focus on core areas [3][12][17]. - The introduction of a new management team from a successful competitor has led to impressive sales growth in restructured stores, with some locations reporting sales increases of over 300% during peak periods [5][51]. Summary by Sections 1. Background and Progress of Restructuring - The company has faced continuous operational pressure since 2021, leading to a strategic overhaul that includes closing underperforming stores and focusing on core business areas [3][11][17]. - The restructuring process has been supported by a new management team, which is implementing comprehensive changes across various operational aspects [18][19]. 2. Consumer Structure and Characteristics in Changsha - Changsha's GDP has shown steady growth, with a projected increase of over 5.5% in 2025, indicating a robust economic environment for retail [30][31]. - The demographic profile of Changsha is notably young, with nearly 50% of the population aged 18-24, which drives demand for differentiated products and services [4][39]. 3. Performance of Reformed Stores - The report details the successful transformation of several stores, with significant increases in sales and customer traffic post-restructuring [5][51][58]. - Specific stores have reported remarkable sales figures, with daily sales reaching as high as 240.22 million yuan during peak periods [51]. 4. Key Company Financial Forecasts and Valuations - The report provides earnings per share (EPS) forecasts and price-to-earnings (PE) ratios for various recommended companies, indicating strong growth potential in the retail sector [6].