C&S(002511) Huachuang Securities·2025-05-21 10:50Investment Rating - The report has downgraded the investment rating to "Recommended" with a target price of 7.91 CNY, down from the previous rating [2][3][7]. Core Views - The company has actively reduced inefficient businesses and returned to positive growth in Q1 2025, with a revenue increase of 12.1% year-on-year [2]. - The company focuses on optimizing product categories and enhancing channel capabilities, with significant revenue contributions from both traditional and non-traditional channels [2][7]. - Despite ongoing pressure on profitability, the company is expected to improve its net profit margins and maintain a strong brand presence in the market [2][7]. Financial Performance Summary - For 2024, the company reported total revenue of 8.15 billion CNY, a decrease of 16.8% year-on-year, with a net profit of 0.77 billion CNY, down 76.8% [2][8]. - In Q1 2025, the company achieved revenue of 2.07 billion CNY, with a net profit of 0.07 billion CNY, reflecting a year-on-year revenue growth of 12.1% [2][8]. - The projected financials for 2025-2027 indicate a recovery in net profit, with estimates of 2.56 billion CNY, 2.97 billion CNY, and 3.33 billion CNY respectively [2][8]. Product and Channel Strategy - The company has implemented a systematic promotion strategy focusing on high-margin and trending products, while optimizing its product mix [2][7]. - Revenue from life paper and personal care products in 2024 was 8.04 billion CNY and 0.11 billion CNY respectively, with declines of 16.8% and 21.8% year-on-year [2][7]. - The company has established an overseas channel department to accelerate international business expansion [2][7]. Profitability and Cost Management - The gross margin for 2024 was 30.7%, a decrease of 2.4 percentage points year-on-year, while the net profit margin was 0.9%, down 2.4 percentage points [2][7]. - In Q1 2025, the gross margin improved slightly to 30.8%, with a net profit margin of 3.2% [2][7]. - The company has reduced sales expenses, with sales expense ratio decreasing to 20.4% in Q1 2025 [2][7].