【周黑鸭（1458.HK）】单店表现持续修复，积极拓展新渠道——2024年年报点评（叶倩瑜/董博文）

Core Viewpoint - The company reported a decline in revenue and net profit for 2024, indicating challenges in its operational performance while also focusing on improving store quality and efficiency [2][3][4] Financial Performance - In 2024, the company achieved revenue of 2.451 billion, a year-on-year decrease of 10.66%, and a net profit attributable to shareholders of 98 million, down 15.03% [2] - For the second half of 2024, revenue was 1.192 billion, a decline of 10.34%, but net profit increased significantly by 371.96% to 65 million [2] Store Optimization Strategy - The company is shifting its focus from expanding the number of stores to enhancing store quality, resulting in the closure of 785 underperforming stores, with a total of 3,031 stores remaining by the end of 2024 [3] - Revenue from self-operated stores, online channels, and franchising was 1.391 billion, 334 million, and 612 million respectively, with declines of 5.13%, 15.53%, and 21.88% [3] Cost Management and Profitability - The gross margin improved to 56.79%, an increase of 4.37 percentage points, primarily due to lower raw material costs and a higher proportion of self-operated stores [4] - The sales expense ratio rose to 40.34%, up 4.52 percentage points, reflecting increased investment in high-potential self-operated stores, while management expense ratio decreased to 10.60%, down 0.95 percentage points due to improved management efficiency [4] Future Outlook - The company plans to continue its strategy of focusing on store performance rather than quantity, with positive trends in same-store sales and customer traffic observed since 2025 [4] - New initiatives include the establishment of a special business unit to explore new channels and the introduction of exclusive beverage brands to enhance consumer experience and sales [4]