乐舒适（02698）：新兴市场卫品龙头长坡厚雪、壁垒高筑

Investment Rating - The report assigns a "Buy" rating to the company with a current price of 29.82 HKD and a fair value of 39.24 HKD [4]. Core Insights - The company, Leshu, is a leading player in the sanitary products market in emerging markets, particularly in Africa, with significant market shares of 20% in baby diapers and 16% in sanitary napkins as of 2024 [8]. - The company has established a strong operational presence with eight factories and 18 sales branches across over 30 countries, indicating robust market penetration [8]. - The African sanitary products industry is expected to grow steadily, driven by population growth and economic development, with a compound annual growth rate (CAGR) of 6.8% from 2020 to 2024 [8]. - Leshu has built high barriers to entry through local production and channel management, positioning itself as a leader in the market [8]. - Future growth prospects include expanding into Latin America and diversifying product lines into daily consumer goods [8]. Financial Summary - Revenue projections for 2024 to 2028 show a steady increase from 454 million USD in 2024 to 875 million USD in 2028, with growth rates of 10.5%, 24.9%, 15.9%, 15.5%, and 15.2% respectively [2]. - Non-GAAP net profit is expected to rise from 98 million USD in 2024 to 186 million USD in 2028, reflecting growth rates of 24.4%, 15.3%, 14.2%, and 15.5% [2]. - The company's Non-GAAP EPS is projected to increase from 0.20 HKD in 2025 to 0.30 HKD in 2028, with a corresponding decrease in Non-GAAP PE from 20.9 to 12.7 [2]. - The expected Non-GAAP ROE is forecasted to remain strong, starting at 70.3% in 2024 and stabilizing around 20% by 2028 [2]. Market Position and Strategy - Leshu's strategy includes deepening market coverage through a robust distribution network, with plans to strengthen its presence in existing markets while exploring new regions [8]. - The company aims to leverage its local manufacturing capabilities to enhance product affordability and quality, thereby maintaining a competitive edge [8]. - The management team, with extensive experience in the fast-moving consumer goods sector, is focused on sustainable growth and operational efficiency [19].