周大生（002867）：2024年电商渠道实现双位数增长，2025Q1毛利率明显改善

Investment Rating - The investment rating for the company is "Buy-B" (maintained) [1] Core Views - The company is expected to achieve double-digit growth in e-commerce channels in 2024, with a significant improvement in gross margin in Q1 2025 [1] - Despite a decline in revenue and net profit in 2024, the company is projected to benefit from improved gross margins in Q1 2025, leading to a smaller decline in performance compared to revenue [10] Financial Performance Summary - In 2024, the company reported revenue of 13.891 billion yuan, a year-on-year decrease of 14.73%, and a net profit of 1.010 billion yuan, down 23.25% [2][4] - For Q1 2025, revenue was 2.673 billion yuan, a decline of 47.28%, with a net profit of 252 million yuan, down 26.12% [2][4] - The gross margin for 2024 improved by 2.7 percentage points to 20.80%, and for Q1 2025, it increased by 10.64 percentage points to 26.21% [6] Channel Performance Summary - In 2024, the online channel revenue grew by 11.42% to 2.795 billion yuan, while the franchise channel revenue fell by 23.26% to 9.187 billion yuan [5] - The self-operated offline channel achieved revenue of 1.744 billion yuan, a growth of 7.8% [5] Future Earnings Projections - The projected EPS for 2025-2027 is 1.02, 1.11, and 1.22 yuan respectively, with corresponding P/E ratios of 13.2, 12.1, and 11.0 times [10][12]