MEITUAN(03690) 长江证券·2025-03-27 15:19Investment Rating - The report maintains a "Buy" rating for Meituan-W (3690.HK) [10] Core Views - Meituan has established a robust competitive advantage in the local lifestyle service sector, leveraging its historical strengths from the group-buying era and its extensive merchant resources. The company is expected to achieve significant revenue growth, with projected revenues of 393.4 billion, 441.5 billion, and 488.1 billion CNY for 2025, 2026, and 2027 respectively, alongside adjusted net profits of 50.6 billion, 60.5 billion, and 72 billion CNY for the same years [3][10]. Summary by Sections Introduction: Who Dominates Local Life? - The entry of platforms like Douyin into local lifestyle services has shifted the competitive landscape, making it a key factor influencing Meituan's valuation. The report reviews Meituan's past strategic organization and business expansion to reaffirm its competitive moat in the local lifestyle sector [5][18]. Strategic Organizational Changes and Competitiveness - Meituan's strategic and organizational capabilities are encapsulated in a three-force model: strategic insight, organizational structure, and dynamic iteration. The company has undergone five organizational adjustments in 2024 to enhance its "Retail + Technology" strategy, focusing on streamlining its structure and improving synergy between its delivery and in-store services [6][26]. Three-Sided Transaction Network and Competitive Moat - Meituan has built a comprehensive ecosystem that connects users, merchants, and delivery services, creating a strong network effect. The company has a user base of 700 million annual transaction users and a vast merchant network, which enhances trust and reduces information asymmetry. The report highlights that Meituan's user engagement and merchant efficiency are superior, providing a significant competitive edge [7][8][36]. User Engagement and Community Ecosystem - The report emphasizes the maturity of Meituan's user community and transaction search mindset, which has been cultivated over years of engagement. Despite competitors like Douyin having larger public traffic pools, Meituan's effective distribution of local lifestyle transaction traffic remains competitive [7][8]. Merchant Efficiency and Category Expansion - Meituan's long-term operational efficiency and high potential for category expansion are noted. The company has established a strong marketing ROI for merchants, which is critical for their long-term investment decisions. New entrants face challenges in matching Meituan's established operational efficiencies and trust-based consumer relationships [8][36]. Fulfillment and Operational Barriers - The report discusses the high operational costs associated with building a self-owned delivery system, which creates significant barriers for new entrants. Meituan's investment in advanced algorithms for order dispatch and route optimization further solidifies its operational moat [8][36]. Investment Recommendations and Profit Forecasts - The report projects Meituan's overall revenue and adjusted net profit growth for 2025-2027, reinforcing the "Buy" rating based on the company's strategic positioning and market potential [3][10].