HAOXIANGNI(002582) 华鑫证券·2025-04-27 13:05Investment Rating - The report maintains a "Buy" investment rating for the company [9] Core Views - The company has shown significant improvement in net profit, with a notable recovery in profitability driven by the consumption of high-cost raw materials and effective cost control measures [2][3] - The company is focusing on optimizing its product structure and enhancing cost management in e-commerce channels, which is expected to lead to improved profitability [3] Summary by Sections Financial Performance - In 2024, total revenue was 1.67 billion yuan, a decrease of 3% year-on-year, with a net loss of 72 million yuan compared to a loss of 52 million yuan in 2023. The first quarter of 2025 saw total revenue of 413 million yuan, a decrease of 16%, but a net profit of 40 million yuan, an increase of 216% [1][9] - The company distributed a total cash dividend of 611 million yuan as of December 31, 2024, marking a historical high in dividend payout [1] Profitability and Cost Management - Gross margins for 2024 and Q1 2025 were 22.62% and 33.97%, respectively, with a recovery in profitability expected as high-cost raw materials are depleted and new procurement costs are at historical lows [2] - The sales expense ratio decreased by 0.1 percentage points in 2024 and 1 percentage point in Q1 2025, while the management expense ratio decreased by 1 percentage point and 0.1 percentage points, respectively, indicating effective cost control [2] Product and Channel Strategy - Revenue from red date products, health preservation products, and other categories in 2024 was 1.22 billion yuan, 69 million yuan, and 320 million yuan, respectively, with a focus on developing differentiated and technologically advanced red date products [3] - Offline channel revenue increased by 3% to 1.14 billion yuan in 2024, driven by new retail channels, while e-commerce revenue decreased by 16% to 475 million yuan due to channel relocation impacts [3] Earnings Forecast - The company is expected to see continued improvement in profitability due to lower raw material costs and the expiration of certain depreciation expenses, with projected EPS for 2025-2027 at 0.02, 0.17, and 0.27 yuan, respectively [9]