YanKershop(SZ:002847) CMS·2025-10-17 07:17Investment Rating - The report gives a "Strong Buy" rating for the company, Salted Fish Shop (002847.SZ), marking its first coverage [1][3][9]. Core Insights - Salted Fish Shop is a leading brand in the snack food industry, successfully transforming from a channel-driven company to a brand-focused enterprise. The company is leveraging its sub-brands "Big Devil" and "Egg Emperor" to anchor product categories and create big-selling items. It is also expanding into new product categories while focusing on quantitative distribution, overseas channels, and volume sales as key growth areas [1][2][8]. Summary by Sections Company Overview - Salted Fish Shop has undergone multiple transformations to adapt to channel changes, moving from a reliance on traditional supermarkets to embracing new sales channels such as bulk snacks and interest-based e-commerce. The company has established a multi-category strategy that includes seven core product categories, with a focus on spicy snacks and healthy options [2][14][26]. Financial Data and Valuation - As of the latest report, the company has a total market capitalization of 20 billion yuan, with a circulating market value of 18 billion yuan. The earnings per share (EPS) for 2025 is projected to be 2.91 yuan, with a price-to-earnings (PE) ratio of 25 times [3][10]. Industry Insights - The snack food industry in China is expected to grow steadily, with a market size projected to reach approximately 471.8 billion yuan in 2024. The industry is experiencing a shift towards health-conscious and spicy snack options, which are anticipated to maintain rapid growth [8][33]. Competitive Advantages - Salted Fish Shop's competitive advantages include a flexible organizational structure, strong marketing capabilities, and a cost-effective supply chain. The company has a robust marketing strategy that targets younger consumers and leverages social media for brand promotion [8][36][39]. Future Outlook - The company is expected to continue its multi-category and multi-channel growth strategy, with revenue projected to grow by 18% in 2025, 21% in 2026, and 18% in 2027. The focus will be on expanding its presence in quantitative distribution, overseas markets, and volume sales channels [9][10][29].