M&G(SH:603899) Xiangcai Securities·2025-06-29 06:43Investment Rating - The report assigns a "Buy" rating for the company, marking its first coverage [2][38]. Core Insights - The company has a solid foundation in its traditional business, with a shift towards price-driven growth, particularly in high-end stationery products and IP collaborations, which effectively counterbalance the decline in the number of eligible users [4][24]. - The traditional stationery business is expected to maintain stable growth, driven by three main factors: the development of high-end cultural and creative products, continued penetration into overseas markets like Southeast Asia, and accelerated digital channel construction [24]. - The office direct sales business has been expanding, with stable net profit margins despite a downward trend in gross margins due to the nature of the sales model [5][28]. - The company is actively advancing its IP strategy, focusing on the retail terminal "Jiumu Miscellaneous Society," which targets Gen Z consumers and is expected to achieve significant revenue growth [6][29]. Summary by Sections 1. Company Overview - The company has over 30 years of experience in the stationery industry and is one of the largest manufacturers globally, with a strong brand recognition. Its core products include writing instruments, student stationery, and office supplies, covering a wide range of needs from basic education to daily office use [11]. 2. Core Business Development - The traditional core business has shifted from volume-driven growth to price-driven growth, with significant increases in average selling prices for writing tools and student stationery, despite declining sales volumes [16][21]. - The office direct sales segment has become the largest revenue source, with a projected revenue of 13.83 billion yuan in 2024, reflecting a 3.9% year-on-year growth [25]. 3. IP Strategy and Retail Expansion - The company has embraced IP business, with a focus on the "Jiumu Miscellaneous Society," which is expected to generate 1.406 billion yuan in revenue in 2024, marking a 13% increase [6][29]. - The membership system has surpassed ten million, and the proportion of IP products is increasing, indicating a successful integration of IP into the product strategy [6][29]. 4. Financial Projections - The company is projected to achieve revenues of 27.408 billion yuan, 31.344 billion yuan, and 35.136 billion yuan from 2025 to 2027, with corresponding net profits of 1.574 billion yuan, 1.805 billion yuan, and 2.026 billion yuan [7][10][38].