Investment Rating - The report maintains a "Buy" rating for the company, indicating a projected price increase of over 15% in the next 6-12 months [5]. Core Insights - The company reported a revenue of 20.957 billion RMB for 2024, a decrease of 2.65% year-on-year, and a net profit of 2.159 billion RMB, down 26.88% [2]. - In Q1 2025, the company achieved a revenue of 6.187 billion RMB, a slight increase of 0.16%, with a net profit of 935 million RMB, up 5.46% [2]. - The company has a high dividend payout, with a total cash dividend of 1.969 billion RMB for 2024, representing a payout ratio exceeding 91% [2]. Business Analysis - The main business operations are stable, with significant growth in online and overseas channels. The main brand, Hai Lan Zhi Jia, generated revenue of 15.270 billion RMB, down 7.22%, while group purchases brought in 2.224 billion RMB, down 2.51% for 2024 [2]. - In Q1 2025, the main brand's revenue decreased by 9.52% to 4.642 billion RMB, while group purchases increased by 17.58% to 646 million RMB [2]. - The company is expanding its direct sales channels, achieving a revenue of 1.592 billion RMB in Q1 2025, a growth of 13.15% [2]. - The online revenue for 2024 reached 4.419 billion RMB, a growth of 35.63%, indicating strong performance in digital sales [2]. - The company is actively expanding into international markets, achieving overseas revenue of 355 million RMB, a year-on-year increase of 30.75% [2]. New Business Developments - The company has seen positive growth in new business formats, with revenues from other brands reaching 2.668 billion RMB in 2024, up 32.38%, and 743 million RMB in Q1 2025, up 100.22% [3]. - The acquisition of a controlling stake in Sports Holdings has contributed to revenue of 994 million RMB and a net profit of 67.05 million RMB from April to December 2024 [3]. - The first JD Outlet opened in September 2024, and by April 2025, the number of stores reached 12, leveraging competitive pricing to attract consumers [3]. Profitability and Forecast - The gross margin for 2024 and Q1 2025 was 44.52% and 46.62%, respectively, indicating stable profitability [3]. - The net profit margin for 2024 and Q1 2025 was 10.30% and 15.12%, showing improvement in profitability in Q1 [3]. - The company forecasts EPS of 0.57, 0.65, and 0.75 RMB for 2025-2027, with corresponding PE ratios of 14, 12, and 11 times [5].