SINOLINK SECURITIES·2025-05-08 11:11Investment Rating - The report assigns a "Buy" rating for the company with a target price of HKD 13.69 per share based on a projected FY26 P/E of 20 times [4]. Core Insights - The company is a leading jewelry retailer in China with a market share of 10% as of 2024, maintaining its position as the top player in the industry [2][13]. - The jewelry market is expected to see a recovery in gold consumption demand, shifting the competitive advantage from channel strength to product quality [35][40]. - The company has undergone a brand transformation to adapt to changing consumer preferences and market conditions, focusing on high-quality product offerings and operational efficiency [46][25]. Summary by Sections Company Overview - The company has nearly a century of experience in the jewelry industry, with a focus on craftsmanship and innovation, operating 6,423 retail points as of Q1 2025 [2][13]. - The company has a strong brand heritage and product aesthetic, integrating modern design with traditional craftsmanship [3][19]. Industry Trends - The demand for gold jewelry is anticipated to improve after a period of decline, with a notable increase in consumer interest in high-quality and aesthetically pleasing gold products [35][40]. - The market for gold jewelry in China has grown significantly, with a CAGR of 11% from 2018 to 2023, indicating a robust demand for gold products [35][36]. Product Strategy - The company has shifted its product strategy towards fixed-price gold products, which now account for 25.6% of its gold offerings, significantly up from 5% in Q3 2023 [3][62]. - New product lines, such as the "Chuanfu" and "Palace" series, have achieved sales of approximately HKD 4 billion each, reflecting strong market acceptance [58][60]. Financial Projections - The company forecasts a decline in net profit for FY2025, followed by growth in FY2026 and FY2027, with projected net profits of HKD 57.74 billion, HKD 68.36 billion, and HKD 78.36 billion respectively [4][88]. - The expected revenue for FY2025 is HKD 87.566 billion, with a significant recovery anticipated in subsequent years [88]. Store Operations - The company has been optimizing its store operations by closing underperforming locations, reducing the number of inefficient stores by 896 to 6,274 by FY25 [3][84]. - The focus on enhancing store quality and customer experience is expected to improve same-store sales performance in the coming fiscal years [85][88].