事件：公司发布2024 年年报及2025 年一季报。 2024 年公司实现营收123.9 亿（同比-20.7%），归母净利2665 万元（同比-96.8%），扣非净利3854 万 亿元（同比-95%）；实现毛利率39.3%（同比-9.3pct），净利率0.4%（同比-5.1pct）。 2024Q4 公司实现营收19.5 亿元（同比-43.3%），归母净利-5.2 亿元（同比-909.7%），扣非净利-4.6 亿 元（同比-878.9%）。 2025Q1 公司实现营收28.3 亿元（同比-32.8%），归母净利润7454万元（同比-69.8%），扣非净利8044 万元（同比-63.2%）。 深化渠道营销体系改革，营销创新开新局。 公司通过创新品牌传播实现精准受众触达。以藿香小可乐为宣传点开展"跨界传播"，开拓年轻消费市 场；通过与人民网、央视、国医大师的合作，实现全媒体矩阵宣传，提升品牌学术影响力；在O2O领域 扩赛道，多形式助力流量转化销量等。 2025 年公司将建立以临床价值为中心、以市场需求为导向的战略市场体系，加强渠道整合和终端拓 展，加快产品和品类导入；工业营销将以利润和结果为导向，强化市场职能，有望 ...

Investment Rating - The report maintains a "Buy" rating for the company, indicating an expected relative price increase of over 20% against the market benchmark within the next six months [5][17]. Core Viewpoints - The company's performance in 2024 was significantly impacted by high base effects, social inventory, and tax adjustments, leading to a revenue decline of 20.7% year-on-year, with a net profit drop of 96.8% [2][3]. - Despite the challenges faced in 2024, the company has shown signs of recovery in Q1 2025, with a revenue of 28.3 billion, reflecting a 32.8% year-on-year decrease but an improvement from the previous quarter [2][4]. - The company is implementing a strategic marketing system reform focused on clinical value and market demand, aiming to enhance channel integration and terminal expansion, which is expected to support sales recovery [4][5]. Financial Performance Summary - In 2024, the company achieved a revenue of 123.9 billion, with a gross margin of 39.3% and a net margin of 0.4% [2][3]. - The breakdown of revenue by sector in 2024 shows: - Pharmaceutical industry: 70.4 billion (down 32.3%) - Pharmaceutical commerce: 67.4 billion - Traditional Chinese medicine resources: 10.5 billion - Health and international business: 4.6 billion [3]. - The forecast for 2025 projects revenues of 139.1 billion, with a growth rate of 12%, and net profits of 5.6 billion, reflecting a substantial recovery [5][6]. Earnings Forecast - The earnings forecast for 2025, 2026, and 2027 indicates revenues of 139.1 billion, 155.2 billion, and 174.6 billion respectively, with net profits expected to rise significantly from 5.6 billion in 2025 to 8.8 billion in 2027 [5][6]. - The projected growth rates for net profit are 2001% in 2025, 21% in 2026, and 30% in 2027, indicating a strong recovery trajectory [5][6]. Market Position and Strategy - The company is focusing on innovative marketing strategies to reach younger consumers and enhance brand influence through collaborations with media outlets [4]. - The establishment of a strategic market system centered on clinical value and market demand is expected to drive sales growth and improve overall performance [4][5].