水星家纺（603365）：大单品战略成效显著，加强营销销售费率提升

Investment Rating - The investment rating for the company is "Buy" (maintained) [2][8] Core Views - The company has shown a steady performance with a revenue of 1.921 billion and a net profit of 141 million in the first half of 2025, reflecting a year-on-year growth of 6.40% in revenue but a decline of 3.38% in net profit [5] - The implementation of the "Good Bedding, Choose Mercury" strategy and the focus on big product strategies have significantly contributed to sales growth, particularly in the ergonomic pillow and ice silk quilt categories [5] - The company is expected to benefit from the continuation of the home textile subsidy policy in various regions, including Shanghai and Jiangsu [5] Financial Performance Summary - Revenue for 2023 is projected at 4,211 million, with a growth rate of 15% year-on-year, while the net profit is expected to be 379 million, reflecting a growth rate of 36% [2] - For 2024, revenue is forecasted to be 4,193 million with a 0% growth rate, and net profit is expected to decline to 367 million, a decrease of 3% [2] - The company anticipates a gradual increase in revenue and net profit in the following years, with projections of 4,423 million and 376 million for 2025, respectively [2] Key Financial Metrics - The gross margin for the first half of 2025 was 43.88%, an increase of 2.01 percentage points year-on-year, attributed to product structure optimization and successful big product strategies [5] - The sales expense ratio increased to 29.45%, up 3.84 percentage points year-on-year, due to increased investment in new product development and marketing innovation [5] - The company’s cash flow from operating activities turned negative at -67 million, primarily due to increased payments for goods and operating expenses [5] Future Outlook - The company is expected to maintain its leadership position in the home textile industry, with anticipated net profits of 376 million, 409 million, and 434 million for 2025, 2026, and 2027, respectively [5] - The online business is seen as a significant growth driver, while the offline business is improving in operational efficiency and penetration [5] - The overall industry demand is expected to recover, benefiting the leading companies in the sector [5]