Investment Rating - The report initiates coverage with a "Buy" rating for the company [10][12]. Core Viewpoints - The company is a leading one-stop brand for home meal products in China, offering a diverse product range including hot pot, barbecue, beverages, single-serving meals, ready-to-cook packages, fresh produce, Western cuisine, and snacks [6][18]. - The company experienced explosive revenue growth from 2020 to 2022, but saw a decline in 2023, with a slight recovery expected in 2024 [6][10]. - The gross margin initially decreased but is projected to improve by 2025 due to enhancements in core products [6][10]. Summary by Sections Company Overview - The company operates a comprehensive product portfolio that caters to various dining scenarios, supported by a robust community store network and a strong digital supply chain [6][18]. - The company has developed online sales channels, including its app and partnerships with third-party delivery platforms [6][18]. Revenue and Growth - Revenue surged from 2.965 billion to 7.173 billion from 2020 to 2022, driven by the "stay-at-home economy" and rapid franchise expansion [25]. - In 2023, revenue fell by 15% to 6.094 billion, but is expected to rebound to 6.470 billion in 2024, marking a 6.2% year-on-year increase [25]. Store Network and Market Strategy - The company maintains a stable store count of over 10,000, with plans to add 1,000 more stores in 2025, focusing on lower-tier markets [40][41]. - The store structure has shown a trend towards higher-tier cities, but future strategies will emphasize expansion into lower-tier markets [40][41]. Supply Chain and Brand Strength - The company has established a complete supply chain from production to sales, with six controlled factories and a focus on a "single product, single factory" model [55][56]. - Membership numbers have grown significantly, from 22.4 million in April 2023 to 41.33 million by December 2024, indicating increased consumer loyalty [55][66]. Market Outlook - The market for home meal products is projected to grow at a compound annual growth rate of 20.7% from 2022 to 2027, with the company well-positioned to capitalize on this trend [9][69]. - The company aims to double its scale over the next five years, with a focus on expanding its presence in rural markets [9][69].
锅圈（02517）：深度研究：万店社区央厨，扬帆再度启航