LFX(SH:600612)2025-10-31 08:50Investment Rating - The report assigns an "Outperform" rating for Lao Feng Xiang, indicating an expected total return exceeding the relevant market benchmark over the next 12-18 months [18]. Core Insights - In Q3 2025, Lao Feng Xiang experienced a sequential revenue growth acceleration, with a 16.0% year-on-year increase in revenue, reaching RMB 14.646 billion, compared to a 10.5% increase in Q2 2025 [2][8]. - The company is focusing on optimizing its product mix and pricing strategy in response to high gold prices, resulting in a gross margin increase of 0.49 percentage points year-on-year to 7.01% in Q3 2025 [2][8]. - The company is expanding its store network, with a total of 5,625 stores as of Q3 2025, including a net increase of 76 franchised stores [3][9]. - A strategic partnership with Maybach Luxury Asia Pacific aims to enhance the brand's image and market presence in the luxury segment, targeting mid-to-high-end consumers [4][10]. Summary by Sections Financial Performance - For the first three quarters of 2025, Lao Feng Xiang reported operating revenue of RMB 48.001 billion, down 8.71% year-on-year. The revenue breakdown includes RMB 37.965 billion from jewelry and accessories, RMB 9.727 billion from gold trading, and smaller contributions from other segments [2][8]. - The attributable net profit for the first nine months was RMB 1.438 billion, a decline of 19.05% year-on-year, with Q3 2025 net profit at RMB 217 million, down 41.6% year-on-year [2][8]. Store Expansion and Optimization - The company is actively optimizing its store structure, focusing on themed stores such as "Cang Bao Jin" and "Feng Xiang Wedding," with a total of 5,625 stores as of Q3 2025 [3][9]. - The domestic sales revenue for the first nine months was RMB 47.373 billion, down 8.91% year-on-year, but showing improvement in Q3 2025 with revenue of RMB 14.50 billion [3][9]. Strategic Initiatives - The partnership with Maybach involves a USD 24 million investment for a 20% stake in Maybach Luxury Asia Pacific, aiming to enhance Lao Feng Xiang's brand value and market share in luxury goods [4][10]. - The company is also focusing on cultural storytelling and collaborations with popular IPs to attract younger consumers, launching new collections that resonate with contemporary trends [4][10].