Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is expected to face challenges in sales in the second half of the year, with discounts and gross margins likely under pressure. However, the partnership with the Chinese Olympic Committee is anticipated to enhance long-term brand development [7] - The company plans to increase marketing and R&D investments related to the Olympics and technology in the second half of the year [7] - The company has deepened discounts to boost sales, and inventory levels have improved, with a good inventory control [7] Financial Forecasts - Total revenue (in million RMB) is projected to be 27,598 in 2023, 28,676 in 2024, 28,834 in 2025, 30,529 in 2026, and 32,074 in 2027, with year-on-year growth rates of 6.96%, 3.90%, 0.55%, 5.88%, and 5.06% respectively [1] - Net profit attributable to the parent company (in million RMB) is forecasted to be 3,187 in 2023, 3,013 in 2024, 2,313 in 2025, 2,598 in 2026, and 2,926 in 2027, with year-on-year changes of -21.58%, -5.46%, -23.24%, 12.31%, and 12.64% respectively [1] - The latest diluted EPS is expected to be 1.23 in 2023, 1.17 in 2024, 0.89 in 2025, 1.00 in 2026, and 1.13 in 2027 [1] - The P/E ratios are projected to be 11.85 for 2023, 12.54 for 2024, 16.33 for 2025, 14.54 for 2026, and 12.91 for 2027 [1]

Summary of Li Ning Company Conference Call Industry and Company Overview - The conference call discusses Li Ning Company, a prominent player in the sportswear industry, focusing on its performance and strategies for 2025 and beyond [2][3][32]. Key Points and Arguments Sales Performance - In Q2 2025, both online and offline sales experienced negative growth due to factors such as the timing of the Dragon Boat Festival, adverse weather conditions, and early pre-sales for the 618 shopping festival [2][3]. - The overall sales trend in May and June did not meet expectations, with GMV during the 618 period falling short of targets, although e-commerce discounts improved [3][5]. Store Optimization and Strategy - Li Ning plans to close 201 stores in 2024 and an additional 10-20 stores in 2025 to enhance the efficiency of existing locations [2][5]. - The company aims to open 30-40 new wholesale stores to penetrate untapped markets [5]. - Store optimization includes adjusting channel structures, product offerings, and enhancing the efficiency of existing stores [6]. Marketing and Product Development - The COC marketing strategy will focus on the Glory series, which aligns with the Olympics, featuring national flag designs [7][9]. - New products primarily consist of casual commuting gear, priced slightly above standard products, targeting the mass market [8]. - The running category is performing well, while the basketball category has seen significant declines, prompting the company to implement volume control measures [15][16]. E-commerce and Channel Performance - E-commerce sales are dominated by Tmall and JD.com, accounting for approximately 50% of total online sales, with Douyin contributing over 20% [4][17]. - The performance of high-tier city stores is weaker compared to lower-tier cities, with the latter showing better results [4][18]. Financial Outlook and Inventory Management - The company maintains a healthy inventory level, with a stock-to-sales ratio of approximately 4-5 months as of the end of June [5]. - The gross margin pressure is anticipated in direct and e-commerce channels due to increased discounts compared to the previous year [25]. Future Growth and Market Expansion - Li Ning is focusing on expanding its presence in emerging markets, particularly Southeast Asia, through a newly established joint venture [26][27]. - The company is also investing in niche categories like golf and pickleball, with plans to enhance brand awareness through targeted marketing and sponsorships [28]. Children's Wear and Other Segments - The children's wear segment is identified as a significant growth area, despite facing challenges in the current consumption environment [21]. - The company plans to introduce new campus store formats to support the growth of its children's wear business [21]. Long-term Strategy - Over the next 1-3 years, Li Ning aims to increase investment in professional sports resources and expand its product offerings to align with long-term market trends [33]. Additional Important Insights - The company has established a dedicated team for Olympic-related activities, focusing on product planning and marketing strategies [12]. - The average sales price (ASP) is expected to stabilize or slightly decline in the second quarter due to seasonal changes and discounting strategies [22][23]. - The performance of outlet stores is significantly better than that of full-price stores, contributing positively to overall profitability [21].

Core Points - The International Olympic Committee (IOC) has entered a new era with the appointment of Kirsty Coventry as its first female and youngest president, following the departure of Thomas Bach [1][3] - The departure of major TOP sponsors, including Intel, Atos, Bridgestone, Panasonic, and Toyota, raises concerns about the IOC's financial model and indicates a shift in the Olympic marketing ecosystem [2][9] Group 1: Changes in Sponsorship - Intel's exit from the TOP program marks a significant shift, as it was a key partner in promoting the "Tech Olympics" concept, contributing to major technological innovations in recent Olympic events [4][6] - The departure of five brands from the TOP program highlights a broader trend of Japanese companies withdrawing due to economic pressures and unsatisfactory marketing outcomes from the Tokyo Olympics [9][10] - Brands are increasingly seeking more efficient marketing strategies, leading to a reevaluation of their sponsorship investments in high-cost, long-term Olympic partnerships [10][11] Group 2: Future Opportunities - The exit of established brands opens up new opportunities for emerging companies, particularly Chinese brands like TCL and Mengniu, to establish their narratives within the Olympic framework [11][12] - The IOC is adapting its business model by incorporating new categories such as AI technology and digital platforms into the TOP program, aiming for a more flexible sponsorship structure [13] - The upcoming Los Angeles 2028 Olympics is expected to be the most profitable in history, with significant corporate revenue goals and innovative marketing strategies being implemented [14][15]

Group 1 - The core viewpoint of the article highlights the contrasting Olympic marketing strategies of Japanese automakers Toyota and Honda, with Honda opting for a focused approach on the 2028 Los Angeles Olympics while Toyota withdraws from the TOP program [1][2][5] - Honda's partnership with the 2028 Olympics is valued at over $200 million, marking a significant investment in the North American market [1][3] - The article emphasizes the importance of these strategies for Chinese automakers as they expand internationally, suggesting that both the TOP program and single-event sponsorships offer valuable insights for their marketing approaches [2][8] Group 2 - Honda's strategy contrasts with Toyota's global TOP sponsorship, as Honda focuses on a single event to maximize its impact in the North American market [5][12] - The article discusses the potential for Chinese automakers to enter the TOP program, especially after Toyota's exit, but warns of the high costs and challenges associated with such a move [9][11] - It suggests that Chinese companies should consider targeting regional events or national teams to build brand recognition and market trust, rather than solely pursuing global sponsorships [14]

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Views - The company reported Q1 2025 operational data, showing low single-digit growth in overall channel revenue, a decline in direct sales, low single-digit growth in wholesale channels, and low double-digit growth in e-commerce channels, with retail performance meeting expectations [2][4]. - Retail operations are stable, with monthly trends showing that January's retail performance exceeded expectations due to pre-Spring Festival effects, while March's performance is expected to be slightly below expectations due to weather fluctuations [7]. - The company anticipates a healthy inventory turnover ratio of approximately 5, with slight improvements in discount levels, although April is expected to see a decline in offline revenue and deeper year-on-year discounts [7]. - The company is focusing on balancing expenses and growth, particularly in light of Olympic-related marketing efforts, while facing short-term revenue growth challenges and significant expense burdens [7]. - Long-term strategies include channel renovations and brand strengthening efforts to seek growth amidst intensified competition, with expectations for net profit to reach 2.43 billion, 2.58 billion, and 2.80 billion yuan from 2025 to 2027, reflecting year-on-year changes of -19%, +6%, and +8% respectively, with corresponding P/E ratios of 15, 14, and 13 [7][9]. Summary by Sections Company Overview - The current stock price is HKD 15.28 as of May 16, 2025 [6]. Financial Forecast - Total revenue projections for the company are 28.68 billion, 28.82 billion, 29.46 billion, and 30.12 billion yuan for 2024, 2025E, 2026E, and 2027E respectively, with growth rates of 4%, 1%, 2%, and 2% [9]. - The expected earnings per share (EPS) are 1.17, 0.94, 1.00, and 1.08 yuan for the same years, with P/E ratios of 13.01, 15.00, 14.12, and 13.02 [9].