TOPSPORTS(HK:06110) Haitong Securities International·2025-06-26 00:33Investment Rating - The report maintains a full-year performance guidance with expectations for flat profit and cautious gross margin, while net profit margin is expected to improve year-on-year due to optimized expense ratios [3][10]. Core Viewpoints - The overall sales revenue for retail and wholesale operations in 1Q FY25 declined by a mid-single-digit percentage year-over-year, aligning with the company's progress plan amid a stable consumer environment [2][8]. - Direct-to-consumer online sales accounted for 40% of total direct sales in 1Q FY25, up from 30-40% for the full year last year, indicating a strategic shift towards online channels [2][10]. - The company is focusing on improving online efficiency and optimizing inventory management, with a cautious approach to discounting and inventory control [2][10][12]. Summary by Sections Sales Performance - Total sales revenue (pre-tax) for retail and wholesale operations in 1Q FY25 saw a mid-single-digit percentage decline year-over-year, attributed to a high base from the previous year [2][8]. - Offline foot traffic remained weak, with same-store foot traffic declining by double digits, while direct-to-consumer online sales grew significantly [2][8]. Promotional Activities - The promotional atmosphere during the 618 shopping festival was strong, with the company effectively managing multiple small peaks, resulting in profits meeting expectations [3][9]. - Consumer behavior showed rational decision-making, with increased acceptance of new products and a willingness to pay for quality [3][9]. Operational Strategy - The company continues to optimize its channel area, with a 1.3% quarter-on-quarter decrease in gross sales area of directly operated stores, a slower pace than the previous quarter [4][11]. - Collaborative brands are expected to see improved order volumes, with proactive adjustments in product offerings and a focus on high-quality items [12][13]. Brand Partnerships - The company adheres to an exclusive partnership model in China, recently announcing exclusive agency rights for several brands, including high-end outdoor and running brands [5][13]. - The introduction of new brands is aimed at enhancing consumer engagement and expanding market reach, particularly in the outdoor and running segments [5][13].