Buydeem Group(SZ:300824) Shanxi Securities·2025-08-08 07:29Investment Rating - The report assigns an "Add-A" rating to the company for the first time [1] Core Views - The company has shown strong performance in the first half of 2025, with total revenue reaching 432 million yuan, a year-on-year increase of 34.05%, and a net profit attributable to shareholders of 56 million yuan, up 74.92% year-on-year [4] - The growth is attributed to the "old-for-new" policy and a favorable base effect, leading to significant revenue increases in the domestic market [4] - The company's self-owned brand revenue accounted for 82.49% of total revenue in H1 2025, with a year-on-year growth of 43.6% [4] Financial Performance - In H1 2025, the company's gross margin was 49.71%, an increase of 0.75 percentage points year-on-year, while the net profit margin improved to 12.93%, up 3.02 percentage points year-on-year [6] - The company expects revenues of 901 million yuan, 1.007 billion yuan, and 1.128 billion yuan for 2025, 2026, and 2027 respectively, with year-on-year growth rates of 19.6%, 11.8%, and 12% [7] - The projected net profits for the same years are 112 million yuan, 129 million yuan, and 145 million yuan, with corresponding EPS of 0.34 yuan, 0.40 yuan, and 0.44 yuan [7] Market Position and Sales Channels - Direct sales accounted for 65.53% of the company's revenue in H1 2025, with a year-on-year growth of 53.04% [5] - The fastest growth in distribution channels was seen in JD.com, with a year-on-year increase of 96.36% [5] - The company has a strong online presence, with an average spending of 531.19 yuan per buyer in H1 2025, and the highest spending on Douyin at 868.99 yuan [5]