HEILAN HOME(SH:600398) Guoxin Securities·2025-08-28 15:24Investment Rating - The investment rating for the company is "Outperform the Market" [6][4][30]. Core Views - The company experienced a revenue growth of 1.7% year-on-year in the first half of 2025, reaching 11.57 billion yuan, while the net profit attributable to shareholders decreased by 3.4% to 1.58 billion yuan, primarily due to a one-time investment income contribution from the previous year [1][4]. - The gross profit margin improved by 1.1 percentage points to 46.4%, while the net profit margin decreased by 0.7 percentage points to 13.7% [1][2]. - The main brand's revenue showed stability, with a focus on expanding new business formats, particularly the rapid growth of the JD Outlet and Adidas FCC businesses [4][3]. Summary by Sections Financial Performance - In Q2 2025, the company's revenue increased by 3.6% year-on-year to 5.38 billion yuan, while the net profit attributable to shareholders fell by 13.9% to 650 million yuan [2]. - The gross profit margin for Q2 was 46.0%, an increase of 2.6 percentage points year-on-year [2]. - The company’s inventory increased by 7.3% year-on-year to 10.26 billion yuan, with inventory turnover days rising by 50 days to 323 days [1]. Business Segments - The main brand's revenue was 8.39 billion yuan in the first half of 2025, a decrease of 5.9% year-on-year, with offline direct sales driving revenue growth [3]. - The group purchase business generated 1.34 billion yuan in revenue, up 23.7%, while other brands collectively saw a revenue increase of 65.6% to 1.5 billion yuan [3]. Future Outlook - The company expects to open new stores rapidly in the next 3-5 years, particularly in the JD Outlet and Adidas FCC segments, which are anticipated to contribute significantly to profits [4][22]. - The profit forecast for 2025-2027 is adjusted to 2.31 billion, 2.62 billion, and 2.92 billion yuan, with year-on-year growth rates of 6.9%, 13.4%, and 11.6% respectively [4][26].