HSTD(600054) Shenwan Hongyuan Securities·2025-05-30 10:50Investment Rating - The report initiates coverage with a "Buy" rating for Huangshan Tourism, indicating a target market capitalization of 10.7 billion yuan and a target price increase of 28% based on a comparable company average PE of 29 for 2025 [6][7]. Core Viewpoints - Huangshan Tourism leverages its world-class scarce tourism resources to build a comprehensive core business system, driving growth through diversified operations including scenic areas, cable cars, hotels, travel agencies, and Huizhou cuisine [6][7]. - The company is strategically enhancing the integration of culture and tourism through projects like the Huizhou cultural performance stage show, which signifies its commitment to cultural tourism [6][7]. - The report highlights the potential for traditional scenic areas to generate new growth by improving transportation and enhancing service quality, while also expanding into new scenic areas [6][7]. Financial Data and Profit Forecast - Total revenue is projected to grow from 1,931 million yuan in 2024 to 2,401 million yuan in 2027, with a compound annual growth rate (CAGR) of approximately 3.8% [2]. - The net profit attributable to shareholders is expected to increase from 315 million yuan in 2024 to 428 million yuan in 2027, reflecting a significant recovery from a 25.5% decline in 2024 [2]. - The report anticipates an increase in earnings per share from 0.43 yuan in 2024 to 0.59 yuan in 2027, indicating a positive trend in profitability [2]. Market Data - As of May 30, 2025, the closing price of Huangshan Tourism shares is 11.45 yuan, with a market capitalization of 5,877 million yuan [3]. - The company has a price-to-book ratio of 1.8 and a dividend yield of 1.83%, suggesting a stable return for investors [3]. Business Structure and Strategy - Huangshan Tourism operates a five-in-one core business model that includes scenic areas, cable cars, hotels, travel agencies, and Huizhou cuisine, enhancing its competitive edge in the tourism industry [15][19]. - The company is actively expanding into new business areas such as digital tourism and low-altitude economy, aiming to reduce reliance on ticket sales and diversify revenue streams [19][20]. - The establishment of the East Huangshan International Resort is seen as a strategic move to transform the company into a comprehensive consumption model [19][20]. Industry Trends - The domestic tourism market is experiencing a robust recovery, with a significant increase in tourist numbers and spending, indicating a favorable environment for Huangshan Tourism's growth [46][50]. - The shift from ticket-based revenue to diversified consumption models is becoming a trend in the industry, with a focus on enhancing visitor experiences and increasing secondary spending [52][54].