MCLON(SZ:300945) AVIC Securities·2025-06-30 05:43Investment Rating - The investment rating for the company is "Buy," indicating an expected return exceeding 10% relative to the CSI 300 index over the next six months [13]. Core Views - The company is positioned as a leader in the new consumption of gold jewelry, focusing on young urban female consumers and employing a multi-channel strategy for high-quality growth. It has developed a diverse product system that includes solid gold jewelry, embedded jewelry, and IP co-branded products [4][9]. - The company achieved a revenue of 2.36 billion yuan in 2024, representing a year-on-year growth of 22.55%, with a net profit attributable to shareholders of 96.13 million yuan, up 20.02% year-on-year [4][9]. - The online sales channel has become a core growth engine, with e-commerce revenue reaching 1.29 billion yuan in 2024, a year-on-year increase of 40.76%, accounting for 54.83% of total revenue [7][9]. Summary by Sections Company Overview - The company has a total share capital of 262.07 million shares and a market capitalization of approximately 5.56 billion yuan. The price-to-earnings ratio (TTM) stands at 52.01, and the price-to-book ratio is 3.35 [1]. Financial Performance - In 2024, the company reported a total revenue of 2.36 billion yuan, with a breakdown of revenue from solid gold jewelry at 2.28 billion yuan (up 28.91% year-on-year) and embedded jewelry at 67.95 million yuan (down 53.51% year-on-year) [10]. - The overall gross margin for 2024 was 13.38%, a decrease of 1.26 percentage points year-on-year, primarily due to the decline in the gross margin of embedded jewelry [4][10]. Growth Drivers - The company has expanded its offline presence, reaching a total of 235 stores by the end of 2024, with a focus on high-quality expansion in key markets [7]. - The digital operation system has been established, enhancing efficiency and operational capabilities through AI and big data integration [8]. Future Projections - Revenue is projected to grow to 3.02 billion yuan in 2025, with a net profit of 123.22 million yuan, reflecting a growth rate of 28.20% and 28.19% respectively [9][10]. - The company aims to maintain its focus on solid gold jewelry, which is expected to continue driving revenue growth and improving profit margins [7][10].