JONJEE(SH:600872) 光大证券研究·2025-04-12 13:10Core Viewpoint - The company reported a mixed financial performance for 2024, with revenue growth but a significant decline in net profit, indicating challenges in profitability despite operational improvements [2][3][5]. Financial Performance - In 2024, the company achieved a revenue of 5.519 billion, a year-on-year increase of 7.4%, while the net profit attributable to shareholders was 893 million, down 47.4% [2]. - The fourth quarter of 2024 saw a revenue of 1.57 billion, up 32.6% year-on-year, but the net profit dropped by 89.3% to 320 million [2]. - The company's gross margin improved to 39.8% for the year and 45.8% for Q4, reflecting a year-on-year increase of 7.1 and 12.7 percentage points, respectively [5]. Business Segments - The "Meiwei Xian" segment generated a revenue of 5.074 billion in 2024, with a net profit of 707 million, representing a year-on-year growth of 2.86% and 26.02%, respectively [2][3]. - The revenue from direct sales channels grew significantly by 26.42% in 2024, while distribution channels saw a slight decline of 1.01% [3]. Market Expansion - The total number of distributors for "Meiwei Xian" reached 2,554 by the end of 2024, an increase of 470 compared to the end of 2023, indicating a focus on expanding into lower-tier markets [4]. - The company achieved a county development rate of 75.35% and a city development rate of 95.81% in 2024 [4]. Strategic Initiatives - The company implemented a three-tier organizational structure and enhanced customer management, leading to improved distributor numbers and market penetration [7]. - The e-commerce business experienced over 30% revenue growth, contributing positively to overall performance [3][7]. Future Outlook - For Q1 2025, the company anticipates a potential decline in sales revenue due to a high base in Q1 2024 and a focus on market price recovery [8]. - The company aims to achieve three key operational goals in 2025: complete at least one industry acquisition, ensure continuous revenue growth, and build core capabilities in precise marketing, continuous innovation, and refined operations [8].