乐舒适（02698）：深耕新兴市场卫品蓝海，本土化运营筑就成长护城河

Investment Rating - The report gives a "Strong Buy" investment rating for the company [2][7]. Core Insights - The company has achieved sustained high growth and improved profitability through deep localization in emerging markets, with a projected CAGR of 19% for revenue and 130% for adjusted net profit from 2022 to 2024 [6][7]. - The company is a leading cross-border hygiene product platform focused on emerging markets, primarily in Africa, Latin America, and Central Asia, with a strong competitive advantage in its core product categories [6][12]. Company Overview - The company specializes in hygiene products, primarily baby diapers and sanitary napkins, holding the number one sales position in Africa for these categories [6][12]. - The company has transitioned from a trade model to localized supply, manufacturing, and deep distribution, establishing a competitive edge in production, supply, and sales [6][12][14]. Financial Analysis - Revenue is projected to grow from $320 million in 2022 to $454 million in 2024, with respective year-on-year growth rates of 28.59% and 10.46% [20][21]. - Adjusted net profit is expected to rise significantly, with growth rates of 251.71% and 51.00% for 2023 and 2024, respectively [21][24]. - The company’s gross margin is expected to improve from 23.0% in 2022 to 35.2% by 2024, driven by lower raw material costs and a higher proportion of higher-margin products [29][30]. Market Expansion - The company is well-positioned to benefit from the expansion of the hygiene product market in emerging economies, particularly in Africa, where high birth rates and low penetration rates present significant growth opportunities [40][41]. - The African hygiene market is projected to grow at a CAGR of approximately 8% from 2025 to 2029, with the company poised to capture a significant share due to its established presence [42][43]. Competitive Advantages - The company has built a strong moat through deep localization, with 51 production lines across eight African countries, covering 80% of the local population [50][51]. - The company’s early entry into the market has allowed it to establish a comprehensive production, supply, and sales system, enhancing its competitive position [50][51].