国泰海通晨报 2025 年 12 月 19 日 [汤蔚翔 Table_Authors] (分析师) 国泰海通证券股份有限公司 研究所 电话：021-38676172 邮箱：tangweixiang@gtht.com 登记编号：S0880511010007 [Table_ImportantInfo] 今日重点推荐 侯欢(分析师) 021-23185643 houhuan@gtht.com S0880525040074 梁中华(分析师) 021-23219820 liangzhonghua@gtht.com S0880525040019 宏观快报点评：《广义财政仍需加力》2025-12-18 狭义收入：增速回落。 2025 年 1-11 月，全国一般公共预算收入同比增长 0.8%。其中，11 月当 月收入持平于 2024 年同期，增速边际回落。本月狭义预算收入增速创下半年新低。从主要分项看，在 基数抬升的情况下，个人所得税、增值税收入仍有不错表现。不过，企业所得税收入受到较大扰动， 同比增速转负。此外，在低基数下，消费税收入增速有所回落，出口退税收入降幅明显。考虑到下半 年房地产需求调整，经济增长的内生动能还需增 ...

2025 年前三季度出版行业运行 分析 联合资信 工商评级二部 |王 阳 2025 年前三季度，出版行业整体承压但结构分化明显。刚需品类持续领跑， IP 衍生与经典文学类图书表现突出。渠道端呈现差异化态势，部分线上渠 道保持增长，传统电商与实体渠道面临挑战。企业营收略有下滑但利润实 现增长，政策聚焦行业规范与数字化转型。行业存在爆款周期缩短、同质 化竞争等问题，未来将朝着结构性增长、全渠道融合及品牌化数字化方向 推进。 www.lhratings.com 研究报告 1 一、行业运行状况 2025 年前三季度，出版行业呈现"整体承压、局部亮点"的格局，整体市场微幅 回落并呈结构性分化，图书零售市场处于下行态势。中金易云数据显示，2025 年前三 季度纸质图书市场码洋达 786.09 亿元，同比下降 10.40%，动销品种数为 116.95 万种， 同比下降 4.92%，平均定价微升 1.86%至 47.56 元。从剔除文教类图书后的口径看， 2025 年前三季度，图书市场销售码洋同比下降 15.49%，一般图书市场存在较大的下 行压力。新书方面，2025 年前三季度，新书码洋同比下降约 5%，动销新品数同比下 ...

Group 1: Company Overview and Investor Relations - The company, Guangbo Group Co., Ltd., is identified by stock code 002103 and is involved in investor relations activities, including specific object research and on-site visits [1][2]. - The investor relations activity took place on December 4, 2025, in the company meeting room, with participation from various financial institutions [2]. Group 2: Product Development and Marketing Strategies - Guangbo launched its first潮玩 (trendy toy) store in Shanghai on November 28, 2025, marking a strategic shift from traditional stationery to cultural and trendy toys [3]. - The store features interactive areas to enhance customer experience and will host pop-up events in December 2025 to engage with the target audience [3]. - The company is focusing on the Z generation's consumption needs and plans to develop food products linked to popular IPs, such as "Detective Conan," to enhance market presence [4]. Group 3: IP Strategy and Market Expansion - Guangbo's IP strategy involves a dual approach of developing both head IPs for traffic generation and long-tail IPs for niche market penetration, creating a sustainable growth model [6]. - The company is expanding its潮玩 product offerings internationally, particularly in Southeast Asia, where there is a growing demand for culturally rich and creatively designed products [6].

Investment Rating - The investment rating for the company is "Buy" and is maintained [7] Core Insights - The company reported a significant increase in performance primarily due to the success of the animated film "Wang Wang Mountain Little Monster," which has positively impacted box office revenue and IP derivative business [2][4] - For the first three quarters of 2025, the company achieved operating revenue of 723 million yuan, a year-on-year increase of 29.09%, and a net profit attributable to shareholders of 139 million yuan, up 29.81% year-on-year [2][4] - In Q3 2025 alone, the company recorded operating revenue of 361 million yuan, representing a remarkable year-on-year growth of 101.60%, and a net profit of 86 million yuan, up 123.51% year-on-year [2][4] Summary by Sections Company Performance - The company's operating revenue for the first three quarters of 2025 was 723 million yuan, with a year-on-year growth of 29.09% [2][4] - The net profit attributable to shareholders reached 139 million yuan, reflecting a year-on-year increase of 29.81% [2][4] - Q3 2025 saw a single-quarter operating revenue of 361 million yuan, marking a 101.60% increase year-on-year [2][4] - The net profit for Q3 2025 was 86 million yuan, which is a 123.51% increase year-on-year [2][4] IP Development and Strategy - The success of "Wang Wang Mountain Little Monster" is a milestone for the company's IP strategy, validating its approach of developing IP through short films before launching full-length features [11] - The company has successfully launched over 800 SKUs of derivative products across various categories, indicating a robust ability to monetize its IP [11] - The market has reassessed the value of the company's extensive IP library, which includes over 60 classic IPs, following the success of "Wang Wang Mountain" [11] Future Catalysts - Upcoming projects include "Chinese Folktales 2," expected to generate significant revenue by the end of 2025 or early 2026 [11] - The film "Cai Rou Hun Tun" is set for a major promotional push in November 2025, with profitability anticipated [11] - The company is also involved in the game "Black Cat Sheriff," which has received approval and is expected to launch soon [11]

Investment Rating - The report maintains a "stronger than the market" rating for the industry [6][12]. Core Insights - The report highlights TOP TOY as the largest and fastest-growing collectible toy brand in China, achieving a revenue of RMB 1.9 billion in 2024, with a year-on-year growth rate of 30.7% and a gross margin of 32.7% [3][13]. - The Chinese collectible toy market is experiencing rapid growth, with a projected market size increase from RMB 207 billion in 2019 to RMB 587 billion in 2024, representing a compound annual growth rate (CAGR) of 23.2% [4][45]. - The report emphasizes the importance of a diversified product matrix and a multi-layered IP ecosystem, which includes 17 proprietary IPs, 43 licensed IPs, and over 600 third-party IPs [3][13]. Summary by Sections Company Overview - TOP TOY is recognized as a leading player in the collectible toy industry, with rapid revenue growth and a strong market presence [2][16]. - The company has established a comprehensive IP matrix and a robust sales network, including 299 offline stores and extensive online sales channels [6][65]. Market Overview - The collectible toy market in China is projected to reach RMB 2,133 billion by 2030, with a CAGR of 20.9% from 2025 to 2029 [4][45]. - The market is characterized by a low concentration of competitors, with TOP TOY holding a market share of 2.2% in 2024 [58][59]. Product Experience and Operations - TOP TOY focuses on three main product categories: figurines, 3D assembly models, and plush toys, with figurines accounting for 69% of revenue in 2024 [70][74]. - The company has a strong supply chain that supports rapid product iteration and high-quality standards, enhancing consumer trust and brand loyalty [54][64]. Investment Recommendations - The report suggests monitoring companies with strong IP operations, such as Bubble Mart and DaMai Entertainment, and emphasizes the potential for growth in the collectible toy market due to high demand and a fragmented competitive landscape [6][58].

Summary of the Conference Call on Pop Mart Company Overview - **Company**: Pop Mart - **Industry**: IP-driven consumer products, specifically in the collectible toy market Key Points and Arguments Market Trends and Performance - Pop Mart's leading IPs, such as Labubu, have seen significant engagement on social media platforms like Xiaohongshu and Douyin, with browsing volume increasing by 170% and discussion volume by 204% from June to September 2025 [1][5] - The conversion of social media engagement into actual revenue requires strong product design, supply chain management, and effective distribution channels [1][4] Product Design and Consumer Engagement - Product design is crucial for attracting diverse consumer groups; for instance, the Labubu Sanxingdui series successfully attracted male users, enhancing IP recognition and conversion rates [1][7] - Pop Mart continuously launches new product series, including vinyl plush and blind box collections, to maintain market interest, although design controversies (e.g., Minie Labubu) can negatively impact conversion rates [1][11] Supply Chain and Pricing Dynamics - The pricing of Pop Mart products in the secondary market is closely tied to supply and demand; limited editions command higher premiums, while regular items do not show significant price appreciation [1][12] - A persistent higher price in the secondary market compared to the primary market may indicate supply chain management issues, as dealers profiting from price differences can erode consumer purchasing power [1][12] Production Capacity and Future Projections - Pop Mart's production capacity is rapidly expanding, from 400,000 plush products in early 2024 to an expected 50 million by December 2025, aimed at meeting market demand while avoiding inventory buildup [1][19] - The company anticipates a 40% growth rate in 2026, followed by 30% and 20% in the subsequent years, averaging around 30% growth over three years [3][37] Financial Performance and Valuation - Pop Mart's market capitalization and stock price have recently declined by approximately 25%, which is significantly more than expected. The current valuation is projected at 19 times earnings for the next year, suggesting a potential upside of over 50% based on future growth rates [2][38] - The expected total revenue for 2025 is projected to reach between 35 billion to 36 billion yuan, with profits exceeding 12 billion yuan based on a 35% profit margin [35] Competitive Advantages - Pop Mart's full industry chain capabilities, from IP ownership to production and distribution, differentiate it from traditional toy companies, allowing for better supply chain management and market responsiveness [21][39] - The company employs a D to C (direct-to-consumer) model, enhancing profit margins and competitive positioning in the market [23] Social Media and Marketing Strategy - Pop Mart effectively utilizes social media for marketing, aligning product design with current social media trends to maximize engagement and reduce marketing costs [32] Future Growth Potential - The company sees significant growth potential in overseas markets, particularly in the U.S., where it has a limited presence compared to competitors like LEGO [36] - The management anticipates that the total market size could reach 170-180 billion yuan, with substantial room for expansion in both domestic and international markets [34] Additional Important Insights - The secondary market for Pop Mart products reflects consumer sentiment and can indicate potential issues in supply chain management [12] - The company’s ability to adapt product designs to meet the aesthetic preferences of different consumer demographics is critical for maintaining IP relevance and sales [7][11] - Pop Mart's future strategies may include expanding into broader consumer categories, such as accessories and apparel, leveraging its strong IP foundation [23]

Investment Rating - The report maintains a "Buy" rating for the company [1][12][13] Core Insights - The company has shown significant growth in revenue and net profit, driven primarily by the success of "Nezha 2" and its related merchandise, with H1 2025 revenue reaching 3.242 billion yuan, a year-over-year increase of 143%, and net profit of 2.229 billion yuan, up 371.6% [6][12] - The company is expanding its animation production capacity and has multiple animated films in development, which is expected to contribute to future growth [8][10] - The company is also diversifying its revenue streams through IP operations, including e-commerce and gaming, which are anticipated to open new growth avenues [10][12] Financial Performance - In H1 2025, the company reported a gross margin of 78.3%, an increase of 33.9 percentage points year-over-year, and a net profit margin of 68.7%, up 33.3 percentage points [6] - The company’s investment income for H1 2025 was 81.38 million yuan, a year-over-year increase of 431.9% [6] - The company’s revenue from film and related derivative businesses reached 3.1 billion yuan in H1 2025, with a gross margin of 80% [7] Future Projections - Revenue projections for 2025-2027 are estimated at 4.676 billion yuan, 2.674 billion yuan, and 3.125 billion yuan respectively, with corresponding net profits of 2.524 billion yuan, 1.081 billion yuan, and 1.314 billion yuan [11][12] - The report anticipates a significant increase in earnings per share (EPS) from 0.10 yuan in 2024 to 0.86 yuan in 2025 [11][12] Market Position - The company is positioned as a leader in the film industry, with a strong track record of producing high-quality content, as evidenced by "Nezha 2" setting box office records in China [12] - The company is actively working on multiple live-action films and TV series, which are expected to enhance its content portfolio and market presence [7][8]

Summary of the Conference Call for Pop Mart Company Overview - **Company**: Pop Mart - **Period**: First half of 2025 - **Revenue**: 1.385 billion RMB, a year-on-year increase of 70.3% [2][3] - **Net Profit**: 468 million RMB, a year-on-year increase of 385.6%, with a net profit margin of 33.7% [2][3] Key Financial Highlights - **Revenue Breakdown**: - Self-owned products accounted for 99.1% of total revenue, with The Monsters series generating 481 million RMB, a 668% increase [2][6] - Plush products became a bestseller, generating 614 million RMB, a 1,276.2% increase [2][8] - **Market Performance**: - Domestic market revenue accounted for 59.7%, while overseas revenue grew by 439.6% to 559 million RMB [2][15] - E-commerce channel revenue share increased to 45.8% [2][16] Product and IP Performance - **IP Highlights**: - Labubu became a super IP, contributing 34%-35% of total sales [7][24] - Five IPs exceeded 1 billion RMB in revenue, with The Monsters leading [6][7] - **Product Categories**: - Plush products surpassed figurines for the first time, becoming the largest category [10] - Gross margin improved from 60% to over 70% due to pricing strategies and cost optimizations [8] Global Market Expansion - **Store Count**: - Total of 571 stores globally, with 443 in China, 69 in Asia-Pacific, 41 in the Americas, and 18 in Europe [4] - **Future Plans**: - Continued exploration of emerging markets in the Middle East, Central Europe, and South America [17][30] - Plans to open flagship stores in major cities like Paris, Sydney, Milan, and New York [17] Operational Efficiency and Production Capacity - **Production Capacity**: - Monthly production of plush products reached over 30 million units, a tenfold increase compared to the previous year [18][19] - Automation and lean production techniques significantly enhanced efficiency [19] - **Supply Chain Innovations**: - Adoption of multi-color injection molding and sand-type 3D printing technologies to improve product quality [21][46] Customer Experience and Marketing Strategies - **Customer Experience Enhancements**: - Average processing time for in-store purchases reduced significantly [36] - Focus on improving customer service and product flow in stores [35] - **Marketing Approaches**: - Differentiated strategies for various consumer segments, emphasizing rapid customer acquisition and engagement [47] Future Outlook - **Revenue and Profitability Expectations**: - Anticipated overall net profit margin of approximately 35% for 2025 [22][41] - **Sustainability and Long-term Strategy**: - Emphasis on health and sustainability of the business model, with a focus on maintaining a balanced IP portfolio [22][29] Conclusion - **Overall Strategy**: - Pop Mart aims to leverage its strong IP portfolio and global expansion strategy to drive future growth while ensuring operational efficiency and enhancing customer experience [49]

Core Viewpoint - The financial performance of Pop Mart (9992.HK) for H1 2025 shows significant growth, with both revenue and profit exceeding the total figures for the previous year, indicating a strong operational performance [1][2]. Revenue and Profit Performance - In H1 2025, Pop Mart achieved total revenue of CNY 138.8 billion, representing a year-on-year increase of 204% [3][29]. - The profit growth is particularly notable, with net profit reaching CNY 45.7 billion, marking a staggering year-on-year increase of 400% [8][29]. Domestic and International Market Insights - Domestic revenue, including Hong Kong and Taiwan, amounted to CNY 82.8 billion, reflecting a year-on-year growth of 135.2% [6][35]. - The company has accelerated its overseas expansion, adding 28 new stores in H1 2025, bringing the total to 128, with North America being the primary focus of this expansion [9][38]. Product and IP Performance - The LABUBU series has gained immense popularity in developed countries, contributing significantly to sales, with the The Monster series accounting for 35% of total sales [12][47]. - Plush toys have become the leading product category, with their share increasing from less than 10% to 44% year-on-year, driven by higher profit margins compared to blind box figures [14][55]. Online Sales and Profitability - Online sales channels have seen a significant increase, with a rise of over 10 percentage points compared to the previous year, attributed to enhanced online marketing strategies and product launches [17][58]. - The gross profit margin reached a record high of 70%, supported by the growing share of high-margin overseas business [18][61]. Cost Management and Efficiency - The company has effectively reduced sales and management expenses, leading to a significant increase in net profit margin, which rose by 12 percentage points to 34% [20][66].

Core Insights - The report highlights the strong performance of overseas IP leaders, with significant revenue growth in the IP-related sector [2][3][4] - Disney's experience business showed resilience, with total revenue increasing by 2% year-on-year to $23.7 billion, and operating profit rising by 8% to $4.6 billion in Q3 FY25 [2] - Sanrio reported a remarkable 49% year-on-year revenue growth in Q1 FY26, with revenue from the China region doubling [3] - Bandai Namco achieved a steady revenue increase of 7.1% year-on-year in Q1 FY26, driven by strong performance from its IPs [3] - CyberAgent's media and IP business saw a 10.9% year-on-year revenue growth in Q3 FY25, with significant profit increases in both media/IP and gaming sectors [4] Company Summaries - **Disney**: In Q3 FY25, the entertainment segment generated $10.7 billion in revenue (up 1% year-on-year), while the experience segment saw an 8% increase to $9.1 billion [2] - **Sanrio**: For Q1 FY26, the company reported revenue of 43.1 billion yen (up 49% year-on-year) and a net profit of 14.19 billion yen (up 38%) [3] - **Bandai Namco**: The company recorded revenue of 300.43 billion yen in Q1 FY26, with a net profit of 38.33 billion yen, reflecting a 12.6% year-on-year increase [3] - **CyberAgent**: The company achieved revenue of 210.78 billion yen in Q3 FY25, with a net profit of 8.24 billion yen, marking a 46.6% year-on-year increase [4] - **Hasbro**: In Q2 FY25, Hasbro reported revenue of $981 million, a slight decline of 1% year-on-year, with the Wizards segment growing by 16% [5] - **Mattel**: The company generated $1.019 billion in revenue in Q2 FY25, down 6% year-on-year, with mixed performance across different product categories [6] - **DeNa**: In Q1 FY25, DeNa's revenue reached 41.7 billion yen, a 23% year-on-year increase, with a significant rise in gaming revenue [7]