HEILAN HOME(600398) 中泰证券·2025-05-07 12:47Investment Rating - The investment rating for the company is "Buy" (maintained) [3][12] Core Views - The company reported a decline in sales performance in Q3 2024, with expectations for improvement during the peak season [3] - The company achieved revenue of 20.96 billion and net profit of 2.16 billion in 2024, reflecting a year-on-year decrease of 2.65% and 26.88% respectively [4] - The company plans to distribute a cash dividend of 1.8 yuan per 10 shares, totaling 1.969 billion yuan, with a dividend payout ratio of 91.22% [4] Financial Performance Summary - Revenue and net profit forecasts for the company are as follows: - 2023A: Revenue 21.53 billion, Net Profit 2.95 billion - 2024A: Revenue 20.96 billion, Net Profit 2.16 billion - 2025E: Revenue 23.02 billion, Net Profit 2.47 billion - 2026E: Revenue 24.86 billion, Net Profit 2.77 billion - 2027E: Revenue 26.50 billion, Net Profit 3.06 billion - The growth rates for revenue and net profit are projected to be -3% and -27% for 2024, and 10% and 14% for 2025 respectively [3][9] Brand Performance - The main brand's revenue faced pressure, while other brands like Sporz and JD Outlet showed significant growth [5] - The main brand's revenue for 2024 and Q1 2025 was 15.27 billion and 4.64 billion respectively, with declines of 7.22% and 9.52% year-on-year [6] - The overseas business performed well, achieving revenue of 355 million, a year-on-year increase of 30.75% [6] Channel Performance - Online channels continued to drive growth, with revenues of 4.42 billion and 1.01 billion for 2024 and Q1 2025, reflecting increases of 35.63% and 19.76% year-on-year [6] - The offline direct sales channel showed revenue growth of 5.44% and 13.15% for the same periods [6] Profitability and Cost Structure - The overall gross margin for 2024 was 44.52%, with a slight increase of 0.05 percentage points year-on-year [9] - The net profit margin for 2024 was 10.45%, down 3.11 percentage points year-on-year [9] - Selling expenses increased due to changes in business structure, with selling expense ratio rising significantly [9] Inventory and Cash Flow - Inventory at the end of 2024 reached 11.99 billion, a year-on-year increase of 28.38% [9] - The inventory turnover days increased to 330 days, reflecting a rise of 47 days year-on-year [9] - Operating cash flow for 2024 was 2.32 billion, with cash earnings of 2.68 billion [11]