LFX(SH:600612) GOLDEN SUN SECURITIES·2025-05-02 02:23Investment Rating - The investment rating for the company is "Buy (Maintain)" [5] Core Views - The company is facing significant pressure on its performance, with a projected revenue decline of 20.5% in 2024 and a further decline of 31.6% in Q1 2025. The net profit attributable to the parent company is expected to decrease by 11.9% to 1.95 billion yuan in 2024 and by 23.6% to 610 million yuan in Q1 2025 [1][4] - The company is adjusting its channel strategy and enhancing product innovation to cope with market challenges. This includes closing inefficient stores and increasing online business efforts [2][3] - The company is focusing on producing trendy products and enhancing its smart manufacturing capabilities to meet consumer demands [3] - The company is implementing deep reforms to promote long-term development, with a focus on high-quality growth [4] Financial Performance - In 2024, the company achieved a revenue of 567.9 billion yuan, down 20.5% year-on-year, with a gross margin of 8.9%, an increase of 0.6 percentage points [1] - The net profit attributable to the parent company for 2024 is projected to be 1.95 billion yuan, a decrease of 11.9% year-on-year [1] - For Q1 2025, the company expects a revenue of 175.2 billion yuan, down 31.6% year-on-year, with a net profit of 610 million yuan, down 23.6% [1] Operational Strategy - The company is reducing the number of physical stores while enhancing its online presence, with a total of 5,838 marketing outlets at the end of 2024, a net decrease of 156 stores [2] - The company is also focusing on product innovation by launching series themed around national trends and collaborating with well-known IPs [3] - The company is enhancing its operational capabilities, with inventory decreasing by 4.1% to 11.82 billion yuan by the end of 2024 [3] Future Outlook - The company anticipates a continued decline in performance for 2025, with a projected revenue drop of 24% [4] - The long-term strategy includes optimizing channels and products to lay a foundation for future growth [4] - The company expects net profits for 2025 to be 1.48 billion yuan, a decrease of 24% [9]