MCLON(SZ:300945) CMS·2025-04-30 03:32Investment Rating - The report maintains a "Strong Buy" rating for the company [3][9] Core Views - The company achieved impressive growth in 2024 and Q1 2025, with revenue increasing by 23% and net profit by 20% in 2024, and Q1 2025 showing revenue growth of 43% and net profit growth of 34% [1][7] - The online and offline channels demonstrated strong synergy, with Q1 2025 online sales up by 61% and offline sales up by 33%, highlighting the company's differentiated brand positioning and digital management capabilities [1][7] - The company is expected to maintain good profitability due to effective cost control, with projected net profits for 2025-2027 at 126 million, 158 million, and 188 million respectively, representing year-on-year growth rates of 31%, 25%, and 19% [1][9] Financial Performance - In 2024, the company reported total revenue of 2.36 billion (up 22.55% year-on-year) and a net profit of 96 million (up 20.02% year-on-year) [7] - The gross margin for 2024 was 13.38%, a decrease of 1.26 percentage points, influenced by product mix changes and the rising share of lower-margin e-commerce channels [2][10] - The company plans to distribute a cash dividend of 1.40 per 10 shares, totaling 36.69 million, with a cash dividend ratio of 38.17% [7] Channel Performance - E-commerce revenue reached 1.29 billion in 2024, accounting for 54.83% of total revenue, with significant growth in emerging live-streaming channels [7][8] - The company expanded its store network, ending 2024 with 235 stores, including 121 franchise stores and 54 direct stores, indicating a strong growth strategy [8] Profitability Forecast - The company is expected to continue enhancing its digital management and brand positioning, with projected net profits for 2025-2027 showing consistent growth [9][10] - The report anticipates a steady increase in revenue, with total revenue projected to reach 3.01 billion in 2025, reflecting a year-on-year growth of 28% [10][12]