BAIC BluePark(SH:600733) ZHONGTAI SECURITIES·2025-07-03 07:08Investment Rating - The report assigns an "Accumulate" rating for the company for the first time [3]. Core Views - The company has established a dual-brand strategy and is implementing a three-year leap plan aimed at increasing both volume and profitability. The focus is on structural optimization and cost reduction while improving revenue and profit margins [8][19]. - The company is experiencing significant growth in revenue and profit margins, with a notable increase in sales for its high-end brand, Xiangjie, particularly after the launch of the S9 extended-range version [9][52]. - The company aims to position itself among the top players in the new energy vehicle market by 2027, with ambitious sales targets for both its brands [19]. Summary by Sections 1. Company Overview - The company is the first publicly listed new energy vehicle company in China and has established a deep partnership with Huawei, enhancing its product offerings and market presence [13]. - The dual-brand strategy involves the simultaneous development of the Extreme Fox and Xiangjie brands, with a clear three-year plan to boost operations [16]. 2. Financial Performance - The company has transitioned from B2C to C2C products, with revenue growth driven by improved product structure. Revenue for 2023 and 2024 is projected at 14.32 billion and 14.51 billion yuan, respectively, with a significant year-on-year growth rate of 50% and 1% [22]. - The company has implemented cost control measures while ensuring R&D investment, leading to a recovery in net profit margins to their highest levels since 2020 [26]. 3. Xiangjie Brand Development - The Xiangjie brand is gaining recognition in the high-end market, with the S9 extended-range version showing significant sales improvement. The brand is positioned to compete directly with established luxury brands [9][49]. - The company is leveraging its partnership with Huawei to enhance its product offerings and market positioning, aiming to capture a larger share of the high-end sedan market [30]. 4. Extreme Fox Brand Expansion - The Extreme Fox brand is expanding its sales channels and enhancing its online presence, resulting in a doubling of store numbers and significant sales growth. The brand's sales reached over 13,500 units in May 2025, reflecting a year-on-year increase of 200% [10][19]. - The company is set to launch multiple new models, which are expected to further boost sales and market penetration [10]. 5. Market Positioning and Future Outlook - The company is well-positioned to capture market share in the high-end electric vehicle segment, with a focus on improving brand recognition and product offerings. The high-end sedan market is identified as a blue ocean opportunity with limited competition [55]. - The company anticipates that the Xiangjie brand will be able to replace some of the market share held by traditional luxury brands due to its growing recognition and competitive product offerings [55].