Core Viewpoint - Samsonite, a leading luggage brand, is experiencing significant sales declines and a drop in stock price, raising concerns about its market position and brand perception among consumers [2][3]. Financial Performance - In Q1 2025, Samsonite reported a sales revenue of nearly $800 million, a decrease of 7.3% compared to the same period in 2024, with net profit declining by over 40% [3]. - The stock price fell by nearly 10% on May 14, closing at HKD 14.060 per share, with a market capitalization dropping below HKD 20 billion [3]. Sales Channel Analysis - Sales through wholesale channels have decreased, while direct-to-consumer (DTC) channels, including retail and e-commerce, also saw declines [5]. - The main brand Samsonite experienced a sales decline of 11.4% in Asia and 6.4% in North America, while TUMI and American Tourister brands also faced similar downturns in both regions [5]. Market Position and Competition - The luxury luggage market is witnessing a structural divide, with brands like Rimowa showing strong growth, contrasting with Samsonite's struggles [6]. - Rimowa, acquired by LVMH, has seen its sales increase nearly fourfold over the past five years, highlighting a successful high-end positioning strategy [6]. Brand Strategy and Consumer Perception - Samsonite's multi-brand strategy aims to cover various market segments, but this has led to challenges in maintaining brand value and customer experience [7]. - The emergence of lower-priced alternatives and "copycat" products has intensified competition, affecting Samsonite's brand perception among younger consumers [10][11].

Investment Rating - The investment rating for the company is maintained as "Buy" with a target price of RMB 9.70 [7][8]. Core Views - The company reported a revenue of RMB 1.45 billion for 2024, a decrease of 6.3% year-on-year, and a net profit attributable to shareholders of RMB 158.3 million, down 46.6% year-on-year, which was below expectations [1][4]. - The decline in profitability is primarily attributed to weak demand in the downstream petrochemical industry, leading to lower rental rates and occupancy for storage tanks and chemical warehouses [1][2]. - Despite the weak overall demand for petrochemical storage, the company expects a slight improvement in profitability in 2025 due to new project launches [1][4]. Summary by Sections Financial Performance - In 2024, the company's gross profit was RMB 720 million, a decline of 19.3% year-on-year, with a gross margin of 49.6%, down 8.0 percentage points [2]. - The gross profit from terminal tank services decreased by 21.1% year-on-year, while the gross profit from chemical warehouse services increased by 7.3% year-on-year [3]. Revenue and Profit Forecasts - The revenue growth rate for terminal tank services is projected to decline, while the gross margin is also expected to decrease due to weak demand [12][13]. - The net profit forecasts for 2025 and 2026 have been reduced by 47% and 38% respectively, to RMB 175.3 million and RMB 255.1 million [4][22]. Market Conditions - The report highlights significant uncertainty in the global macroeconomic environment due to tariffs, which may impact the demand for petrochemical storage [4]. - The company anticipates that the overall demand for petrochemical storage will remain weak, but new projects may provide some support for revenue [1][4].