Investment Rating - The investment rating for the company is "Outperform the Market" [5][3]. Core Views - The company experienced a revenue decline of 8.0% year-on-year in 2024, totaling 18.454 billion yuan, primarily due to weak offline foot traffic and channel restructuring. However, net profit showed resilience, increasing by 0.2% to 491 million yuan, supported by improved gross margin and effective cost management strategies [1][3]. - The company is focusing on enhancing its online channels, with the proportion of revenue from all-channel sales rising to 28%, a 16% increase year-on-year. Key drivers include significant growth in sales through Douyin and the integration of local live streaming with national inventory [2][3]. - The management outlook for 2025 indicates stable revenue and profit, with a target of maintaining the number of direct stores around 3,300 and increasing the all-channel revenue share to 30% [2][3]. Summary by Sections Financial Performance - In 2024, the company reported a total revenue of 18.454 billion yuan, with a net profit of 491 million yuan. The gross margin improved by 0.5 percentage points to 34.2% due to strict discount control and inventory optimization [1][4]. - The fourth quarter of 2024 saw a revenue decline of 3.2% year-on-year, with a net profit drop of 17.3% to 150 million yuan, attributed to the same challenges faced throughout the year [1][2]. Operational Insights - The company reduced its direct store count by 75 to 3,448, while the average store area increased slightly. The average monthly sales per square meter and per store declined significantly due to poor customer traffic [2]. - The company plans to open 100 new stores in 2025, contributing to revenue growth from new brands that have been incubated over the past one to two years [2][3]. Future Projections - The company expects stable revenue and profit for 2025, with net profit projections of 492 million yuan, reflecting no growth compared to 2024. The target price is maintained at 0.59 to 0.69 HKD, corresponding to a PE ratio of 6-7x for 2025 [3][4].
宝胜国际：2024年收入承压盈利维稳，线上全渠道占比持续提升-20250318