水星家纺（603365）：大单品战略持续，销售费用率提升

Investment Rating - The investment rating for the company is "Buy" [1] Core Views - The company continues its "big product" strategy, which is expected to drive product optimization and margin improvement, although the increase in sales expenses may impact net profit margins [5] - The company has seen revenue growth driven by e-commerce and group buying channels, with key products like ergonomic pillows and ice cream quilts enhancing brand influence [3] - The gross margin has improved, but net profit margin has declined due to rising sales expenses [4] Summary by Sections Financial Overview - For the first half of 2025, the company's revenue, net profit attributable to the parent, and net profit excluding non-recurring items were 1.921 billion, 141 million, and 103 million CNY, respectively, showing year-on-year growth of 6.40%, a decline of 3.38%, and a decline of 21.52% [2] - In Q2 2025, the revenue was 995 million CNY, with net profit attributable to the parent at 51 million CNY, reflecting year-on-year growth of 11.74% but a decline in net profit of 2.65% [2] Product Strategy - The company has focused on niche markets, developing core products like ergonomic pillows and ice cream quilts, which have driven overall category sales [3] - The "big product" strategy leverages scale, high exposure, and continuous iteration to build a competitive moat and enhance brand recognition [3] Margin Analysis - In H1 2025, the gross margin was 43.88%, an increase of 2.01 percentage points year-on-year, while the net margin was 7.34%, a decrease of 0.75 percentage points [4] - The increase in sales expenses by 3.8 percentage points has primarily contributed to the decline in net profit margin [4] Investment Recommendations - The company is expected to maintain its revenue forecasts for 2025-2027 at 4.401 billion, 4.725 billion, and 5.079 billion CNY, with net profit forecasts of 381 million, 402 million, and 427 million CNY, respectively [5] - The projected earnings per share (EPS) for 2025-2027 are 1.45, 1.53, and 1.63 CNY, with corresponding price-to-earnings (PE) ratios of 12.2, 11.6, and 10.9 [5]