HEILAN HOME(SH:600398) Yin He Zheng Quan·2025-08-29 06:38Investment Rating - The report maintains a "Recommended" rating for the company [3]. Core Insights - The company's main brand is under pressure, but the direct sales channel is expanding effectively. The revenue from the main brand, Hai Lan Zhi Jia, decreased by 5.86%, while the revenue from direct sales increased by 17.15% [6]. - The company is actively expanding its new retail business and optimizing its offline store layout, with a significant increase in the number of direct stores [6]. - The overall gross margin improved to 46.35%, an increase of 1.83 percentage points year-on-year, attributed to a higher proportion of direct sales [6]. - The company is also focusing on expanding its sports and outlet business, with a notable increase in overseas market revenue, which grew by 27.42% year-on-year [6]. Financial Forecast Summary - Revenue is projected to grow from 20,957 million yuan in 2024 to 26,086 million yuan in 2027, with a compound annual growth rate (CAGR) of approximately 8.2% [2]. - The net profit attributable to the parent company is expected to increase from 2,159 million yuan in 2024 to 3,001 million yuan in 2027, reflecting a growth rate of 12.6% in 2027 [2]. - The diluted EPS is forecasted to rise from 0.45 yuan in 2024 to 0.62 yuan in 2027, indicating a positive trend in earnings per share [2]. Financial Performance Overview - In the first half of 2025, the company achieved a revenue of 11,566 million yuan, a year-on-year increase of 1.73%, while the net profit decreased by 3.42% to 1,580 million yuan [6]. - The company's cash flow from operating activities is expected to improve significantly, reaching 3,478.60 million yuan in 2025 [8]. - The overall financial ratios indicate a stable performance, with a projected return on equity (ROE) increasing from 12.69% in 2024 to 16.47% in 2027 [7].