Changjiang Securities·2025-11-11 23:30Investment Rating - The investment rating for the company is "Buy" and is maintained [5]. Core Views - The company is experiencing increased short-term operational pressure, with a decline in average transaction value across all channels in Q3 2025. However, the e-commerce channel has shown growth [3][7]. - The company is expected to face significant pressure on revenue and gross margin levels, with a need to balance expenses and growth to meet annual targets. The introduction of new products and marketing efforts are aimed at revitalizing brand momentum [7]. Summary by Sections Company Overview - The current stock price is HKD 17.10 as of November 7, 2025 [5]. Operational Performance - In Q3 2025, the overall transaction value declined, with a notable drop in both direct and wholesale channels, while the e-commerce channel saw an increase [3][7]. - Monthly retail performance continues to be under pressure across all product categories [7]. Inventory and Discounts - Inventory levels are expected to rise due to preemptive stocking for events like Double Eleven, but the inventory-to-sales ratio remains manageable. Discounting is anticipated to deepen, particularly in Q4 [7]. Financial Projections - The company is projected to achieve net profits of 2.589 billion, 2.773 billion, and 2.993 billion for the years 2025, 2026, and 2027 respectively, reflecting a year-on-year change of -14%, +7%, and +8% [9]. - The price-to-earnings ratio is expected to be 15.55, 14.52, and 13.45 for the years 2025, 2026, and 2027 respectively [9].