证券研究报告·海外公司点评·家庭电器及用品(HS) 思摩尔国际（06969.HK） 2025 半年度业绩点评：欧洲电子雾化加速修 复，HNB 有望释放利润弹性 增持（维持） | [Table_EPS] 盈利预测与估值 | 2023A | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | --- | | 营业总收入（百万元） | 11,177 | 11,799 | 13,722 | 16,166 | 18,395 | | 同比(%) | (8.06) | 5.56 | 16.30 | 17.81 | 13.79 | | 归母净利润（百万元） | 1,645 | 1,303 | 1,329 | 2,217 | 2,891 | | 同比(%) | (34.47) | (20.78) | 1.96 | 66.84 | 30.40 | | EPS-最新摊薄（元/股） | 0.27 | 0.21 | 0.21 | 0.36 | 0.47 | | P/E（现价&最新摊薄） | 80.56 | 101.69 | 99.73 | 59.78 | 45 ...

Core Viewpoint - The article reviews the development history of leading international tobacco companies in the context of intensifying global competition in heated not burned (HNB) products, summarizing successful experiences and projecting future trends [1][5]. Group 1: International Tobacco HNB Development Review - Philip Morris International (PMI) launched IQOS ILUMA in 2021, utilizing electromagnetic induction technology, achieving a compound annual growth rate (CAGR) of 41.4% in revenue from 2018 to 2024, with a projected shipment volume of 139.7 billion sticks in 2024 [3]. - Japan Tobacco introduced Ploom X in 2021, employing four-way airflow heating technology, with a projected shipment volume of 10.9 billion sticks in 2024 [3]. - British American Tobacco (BAT) anticipates a shipment volume of 20.9 billion sticks for its Glo series in 2024, with the Glo Hilo high-end heating platform set to launch in Japan in June 2025 after trials in Serbia [3]. Group 2: Insights from Stock Price Review of International Tobacco Leaders - Regulatory clarity significantly impacts business expansion and stock performance, with U.S. FDA approval timelines and European flavor bans affecting market dynamics [3]. - The pathway for HNB promotion is characterized by strong single products, trial feedback, global expansion, and profit enhancement, with market expectations, revenue growth, and performance realization driving capital market performance [3]. - Strong technology-driven single products are crucial for HNB market penetration, with specific market trial feedback shaping expectations and driving valuation increases [3]. Group 3: Financial Performance of Philip Morris International - PMI's revenue has shown consistent growth, with a CAGR of 4.5% from 2016 to 2024, leading among international tobacco companies, while net profit has fluctuated due to product mix and exchange rate impacts [7]. - The revenue from HNB products has grown at a CAGR of 45% from 2016 to 2024, with its share of total revenue increasing from 2.7% in 2016 to 37.8% in 2024, and HNB gross margins surpassing traditional cigarettes for the first time in 2024 [7][10]. Group 4: Financial Performance of Japan Tobacco - Japan Tobacco's traditional cigarette sales have remained stable, with HNB products driving rapid growth since 2022, particularly in the Japanese market where HNB sales are projected to reach approximately 9 billion sticks in 2024 [20][22]. - The Ploom X product has significantly contributed to revenue growth, with a projected 24.2% increase in sales volume and a 21.1% increase in revenue in 2024 [22]. Group 5: Financial Performance of British American Tobacco - BAT's traditional cigarette revenue is under pressure, with a projected decline in revenue and volume from 2019 to 2024 [33]. - New tobacco products, including HNB and oral nicotine products, are expected to take over growth from the declining e-cigarette segment, with a CAGR of 22% from 2019 to 2024 for new tobacco products [35].

Investment Rating - The report maintains an "Overweight" rating for the retail industry [1] Core Insights - The introduction of the new heated non-combustible (HNB) products, Glo Hilo and Glo Hilo Plus, by British American Tobacco (BAT) in Japan is expected to drive growth in the HNB market, which is projected to reach a retail value of $389 billion by 2024 [4][11] - The Hilo product has received positive feedback during its trial phase, indicating a potential for rapid sales growth as it enters the broader Japanese market [10] - The global tobacco industry is nearing a trillion-dollar valuation, with new tobacco products expected to capture a larger market share as companies pivot towards harm reduction strategies [11] Industry Trends - The HNB market is anticipated to grow significantly, with BAT and other major tobacco companies increasing their focus on HNB products to facilitate a transition to smoke-free alternatives [11] - The market share for HNB products is currently dominated by Philip Morris International (71%), followed by British American Tobacco (16%) and Japan Tobacco (6%) [11] - The report suggests monitoring companies linked to BAT's HNB products, such as Smoore International, and other key players in the new tobacco product space [11] Market Performance - The report notes that the retail index increased by 4.56% during the week of June 23 to June 27, 2025, while the overall market indices also showed positive performance [12][14] - Year-to-date performance for the retail index stands at a 9.49% increase, indicating a favorable market environment for the retail sector [12][16] Company Valuation - The report includes a valuation table for various companies within the industry, highlighting their market capitalization, earnings projections, and investment ratings [18] - Notable companies such as Proya (P/E of 21), Betaini (P/E of 37), and Marubi (P/E of 48) are recommended for investment, indicating strong growth potential [18]

Investment Rating - The report maintains a "Buy" rating for the company [7] Core Views - The company is expected to see a recovery in its core business of atomization, with promising growth in the HNB (Heated Not Burned) segment. The revenue growth trend is anticipated to continue into 2025, supported by increased demand for compliant products due to regulatory changes in the US and Europe [1][2][4] Summary by Sections Financial Performance - The company forecasts a pre-tax profit of 255 million RMB for Q1 2025, representing a year-over-year decline of 36.3%, and a post-tax profit of 192 million RMB, down 43.4% year-over-year. This decline is attributed to increased business investments and a higher tax rate [1] - For 2025, the company expects revenues to reach 12.96 billion RMB, reflecting a growth of 9.82% compared to 2024 [6] Business Segments - In the To B (business-to-business) segment, the company anticipates revenue recovery driven by stricter enforcement of regulations on non-compliant electronic vapor products in the US and increased demand for compliant products in Europe. Revenue growth in the US and Europe is projected at 5.2% and 14.4% respectively for the second half of 2024 [2] - The To C (business-to-consumer) segment is expected to see continued strong performance from the company's proprietary brand, VAPORESSO, with projected revenue of 2.48 billion RMB in 2024, a year-over-year increase of 34.0% [2] HNB Business - The company has made significant progress with its HNB business, particularly with the launch of new products by a major client, British American Tobacco (BAT). The Glo Hilo series is expected to be introduced to additional markets in 2025-2026, indicating substantial growth potential for the company [3] - The global HNB market was valued at 34.463 billion USD in 2023, with PMI holding a market share of 71% and BAT at 15.3%, highlighting the competitive landscape and growth opportunities for the company [3] Profit Forecast and Valuation - The report adjusts the profit forecasts for 2025-2027, estimating net profits of 1.323 billion RMB, 2.140 billion RMB, and 2.762 billion RMB respectively. The corresponding EPS is projected to be 0.21 RMB for 2025, 0.35 RMB for 2026, and 0.45 RMB for 2027 [4][6] - The target price is set at 16.25 HKD, based on a PE ratio of 43 times the expected EPS of 0.36 RMB for 2026 [4]