Investment Rating - The report initiates coverage with a "Buy" rating for the company [6]. Core Views - The company has reached an inflection point in profitability, with significant growth in net profit and revenue expected in the coming years, driven by multiple factors including improved overseas demand and brand development [3][6]. Summary by Sections Company Overview - The company, established in 2003, focuses on sleep products and has a global brand presence, with production bases in various countries including the US, Serbia, Thailand, and Spain [17][18]. - The company aims to enhance human deep sleep and has developed a range of products including memory foam mattresses and smart beds [17]. Financial Overview - As of the first three quarters of 2025, the company achieved revenue of 6.76 billion yuan, a year-on-year increase of 10.3%, and a net profit of 161 million yuan, up 205% year-on-year [3][30]. - The company has completed a share buyback of 19,406,350 shares, accounting for 3.4% of total shares, intended for employee stock ownership plans or equity incentives [3][22]. External Sales: Three Driving Forces - **Driving Force 1**: Recovery in overseas furniture demand, particularly in the US mattress market, is expected as interest rates decline and housing sales stabilize [4][44]. - **Driving Force 2**: The company is capitalizing on the growth of its online brands, with online sales accounting for 31% of overseas revenue, and a 76% increase in revenue from its EGO HOME brand in the first three quarters of 2025 [4][66]. - **Driving Force 3**: The US factory has turned profitable, with a significant increase in capacity utilization, and the company is expected to benefit from economies of scale [4][44]. Domestic Sales: Steady Development - Domestic sales account for approximately 17% of total revenue, with a focus on building a comprehensive home furnishing ecosystem through various product lines [5][30]. Profit Forecast and Investment Recommendations - The company is projected to achieve net profits of 230 million yuan, 380 million yuan, and 490 million yuan for 2025, 2026, and 2027, respectively, with significant year-on-year growth rates [6][30]. - The current stock price corresponds to a P/E ratio of 23X for 2025 and 14X for 2026, which is slightly below the average of comparable companies [6].

Core Insights - The article highlights MLILY's emotional marketing campaign titled "She Who Is Not Pressed," aimed at addressing the pressures faced by modern women, particularly mothers and career women, during the Double 11 shopping festival [1][10] Group 1: Target Audience and Insights - The campaign focuses on two primary groups: mothers dealing with fragmented sleep due to childcare responsibilities and career women facing performance pressure and anxiety, leading to poor sleep quality [3][5] - A report from the China Sleep Research Society indicates that 42.7% of women aged 25-45 experience regular insomnia, significantly higher than their male counterparts, reflecting the dual pressures women face in family and society [3] Group 2: Product Innovation - MLILY's new "Quick Charge" mattress 2.0 is designed as a solution for women's sleep challenges, featuring a modular structure that allows customization of firmness and thickness to meet individual needs [7][9] - The mattress utilizes MLILY's proprietary non-temperature-sensitive zero-pressure foam, which maintains consistent softness and support regardless of environmental conditions, distinguishing it from traditional memory foam [7][9] Group 3: Emotional Connection and Marketing Strategy - The marketing strategy successfully transforms technical specifications into emotional value, positioning the mattress as a source of strength for women facing life's challenges [10][11] - MLILY's long-term commitment to addressing women's needs is evident in its ongoing marketing efforts, including previous campaigns that celebrate women's resilience and strength [10][11] Group 4: Market Position and Brand Mission - Since its establishment in 2008, MLILY has positioned itself as a leader in the smart mattress market, advocating for better sleep health and challenging the traditional notion of hard mattresses [11] - The brand has achieved significant recognition, being the top seller of smart mattresses in China and holding the title of the world's best-selling memory foam mattress for ten consecutive years [11]

Core Insights - MLILY Dream Lily's "Manchester United Season" event is gaining momentum during the National Day Golden Week, featuring a collaboration with Manchester United legend Andy Cole to enhance brand influence as a global official partner of Manchester United [1][6]. Group 1: Event Highlights - The offline event kicked off in Shanghai on October 1, where Andy Cole and MLILY's chairman engaged with fans, exploring the connection between football spirit and sleep technology [2]. - Andy Cole participated in interactive activities across various cities, allowing fans to experience MLILY's zero-pressure sleep products while integrating Manchester United's football culture into modern lifestyle [4]. Group 2: Brand Collaboration and Product Development - Since establishing a global partnership in 2016, MLILY and Manchester United have deepened their collaboration through fan interactions and community activities, including meet-and-greets and youth football tournaments [6]. - MLILY has developed sleep and home-related products in collaboration with Manchester United's sports recovery team, launching popular items like the "Legend 7 Zero Pressure Comfort Pillow" and "Legend 7 Zero Pressure Mattress" [8]. Group 3: Product Features and Market Strategy - MLILY's products utilize a unique non-temperature-sensitive zero-pressure foam, promoting deep sleep and spinal health, with studies showing an average 82.45% fit with the body and a 38.1% increase in deep sleep duration compared to traditional palm mattresses [10]. - The brand's global strategy leverages Manchester United's influence to penetrate overseas markets while enhancing domestic recognition of its "professional sleep technology" [10][11]. Group 4: Future Outlook - MLILY plans to continue utilizing Manchester United's top-tier sports IP to promote the zero-pressure sleep concept globally, aiming to change traditional perceptions of hard mattresses in China and solidify its leading position in the home and health sectors [13].

Core Viewpoint - The MLILY Dream Lily "Aoying Cup" National Amateur Go Tournament successfully concluded, showcasing the company's commitment to promoting Go culture and providing a platform for enthusiasts [1][20]. Group 1: Event Overview - The tournament took place from July 26 to 27, featuring 8 strong players from three categories determined through online competitions [1][3]. - The finals were held at the MLILY Dream Lily Zero-Pressure Hotel, where awards were presented to the top players in each category: He Junkai (Beginner), Du Yiwei (Low-Dan), and Li Chunyu (High-Dan) [3][10]. Group 2: Professional Player Exhibition - The event included a professional player exhibition featuring prominent figures such as the popular Go influencer Zhan Ying, world champion Yang Kaiwen, and others, who engaged in various interactive activities to highlight the depth of Go culture [5][12]. Group 3: Partnership and Product Development - MLILY Dream Lily has established a deep partnership with Zhan Ying's studio, focusing on promoting scientific sleep concepts and developing products like pillows and cushions for Go enthusiasts [7][9]. - The collaboration aims to dispel misconceptions about hard beds and enhance recovery for mental athletes through innovative sleep solutions [9][18]. Group 4: Sleep Quality and Performance - The tournament participants experienced the benefits of the MLILY Zero-Pressure Hotel, which features smart beds designed to improve sleep quality, crucial for maintaining peak performance in Go [10][15]. - Research indicates that the MLILY Zero-Pressure Mattress significantly enhances sleep quality, reducing sleep onset time by 49% and increasing deep sleep duration by 38.1% [17]. Group 5: Long-term Commitment to Go Culture - MLILY Dream Lily has been actively supporting Go culture since 2013, organizing various tournaments and events to foster growth and interest in the game among all age groups [18][20]. - The company has also initiated youth Go competitions, engaging over 18,100 children across 30 provinces, thereby promoting Go culture among the younger generation [20].