Core Viewpoint - The company reported a significant decline in revenue and net profit for Q1 2025, attributed to high base effects from the previous year and ongoing challenges in both online and offline sales channels [1][2]. Revenue Performance - In Q1 2025, the company achieved total revenue of 1.792 billion yuan, a year-on-year decrease of 32.29% [1]. - Domestic online and offline sales fell by 15.78% and 42.62% respectively, impacted by a high base from the previous year and reduced foot traffic in pharmacies [2]. - Revenue by brand showed declines for the main brand, Gatorade, and Life-Space, with respective revenues of 983 million, 201 million, and 77 million yuan, down 36.37%, 46.15%, and 36.19% year-on-year [2]. Profitability Metrics - The gross profit margin for Q1 2025 was 68.7%, a decrease of 1.2 percentage points year-on-year, primarily due to changes in product mix and weakened scale effects from declining revenue [3]. - The net profit margin was 25.4%, down 2.1 percentage points year-on-year, but the decline was less severe compared to previous quarters [3]. Cost Management - The sales expense ratio decreased to 30.3%, down 0.9 percentage points year-on-year, reflecting cost-saving measures and reduced marketing expenditures [3]. - Management expenses decreased in absolute terms, but the management expense ratio increased by 1.0 percentage points to 5.8% due to weakened scale effects [3]. Strategic Adjustments - The company plans to implement more proactive measures in 2025, including consumer incentives and product promotions to drive sales recovery in offline channels [4]. - Online strategies will focus on ensuring profitability through high-quality innovations and targeted marketing efforts, including reduced spending on broad advertising platforms [4]. - The company anticipates gradual improvement in performance as sales efforts intensify and the base effects diminish [4]. Investment Outlook - The company maintains a neutral rating, expecting gradual operational improvement as cost control measures take effect and performance begins to recover in Q2 2025 [4].

Investment Rating - The investment rating for the company is "Neutral" with a target price of 13.5 CNY [1][6]. Core Views - The company continues to face revenue pressure, with a year-on-year decline of approximately 32% in Q1 2025. The decline is attributed to high base effects from the previous year and a reduction in foot traffic in offline channels [6][7]. - The net profit margin decline has narrowed, indicating potential operational improvements as cost control measures take effect. The company is expected to gradually recover as sales increase and the base effects diminish [6][7]. Financial Performance Summary - **Revenue Forecasts**: - Total revenue is projected to be 6,838 million CNY in 2024, increasing to 7,172 million CNY in 2025, with a growth rate of 4.9% [2]. - **Net Profit Forecasts**: - The net profit for 2024 is estimated at 653 million CNY, with a significant increase to 866 million CNY in 2025, reflecting a growth rate of 32.7% [2]. - **Earnings Per Share (EPS)**: - EPS is expected to rise from 0.38 CNY in 2024 to 0.51 CNY in 2025 [2]. - **Valuation Ratios**: - The price-to-earnings (P/E) ratio is projected to decrease from 28 in 2024 to 21 in 2025, indicating a more attractive valuation as earnings improve [2]. Operational Insights - **Sales Channels**: - Online sales have shown a slight recovery, while offline sales continue to struggle, with declines of 15.78% and 42.62% respectively in Q1 2025 [6][7]. - **Cost Management**: - The company has managed to reduce its sales expense ratio to 30.3%, down 0.9 percentage points year-on-year, indicating improved efficiency in marketing expenditures [6][7]. - **Product Performance**: - The main brand and other product lines have experienced varying revenue impacts, with the domestic main brand seeing a decline of 36.37% [6][7]. Future Outlook - The company is implementing strategies to attract consumers back to offline channels through promotions and product sampling, while also focusing on maintaining profitability in online sales [6][7]. - The overall expectation is for gradual operational recovery starting from Q2 2025 as the company continues to execute its strategic adjustments [6][7].