研究员：樊俊豪/石狄/刘思奇 机构：华泰证券 风险提示：宏观消费需求不及预期，行业竞争加剧，新业务发展不及预期。 近期泡泡玛特市场预期受短期高频追踪数据影响明显，并导致对IP 热度、业绩成长持续性的担忧有所 升温。我们追踪的数据显示，公司Q4 国内、海外业绩环比趋势呈现高韧性，在度过Labubu 3.0 销售高 峰后，IP 矩阵的力量对销售增长形成坚实支撑。我们梳理了市场观点的三个潜在预期差：高频数据的 综合判断、新锐IP 成长性、内容等IP 生态布局的潜力。公司1 月19 日以2.51 亿港元回购140 万股股 份，每股回购价177.7-181.2 港元，彰显对成长前景的信心。我们认为公司业绩增长的可持续性以及中 长期空间受低估，在当前市场分歧阶段估值具备吸引力，维持"买入"评级，继续重点推荐。 维度一：Q4 海外市场表现或好于市场悲观预期 Q4 市场追踪部分三方数据及二手价格，导致对海外尤其北美表现担忧。我们预计Q4 海外环比表现好于 市场悲观预期。1）北美：我们跟踪Tik Tok Q4销售额环降约10%。但Q3 因门店缺货，线上占比或高达 60-70%，Q4 门店货品充足，线下收入预计明显好于Q3，全渠 ...

Investment Rating - The report maintains an investment rating of "Buy" with a target price of HKD 410.00 for the company [1]. Core Insights - Recent market expectations for the company have been influenced by short-term high-frequency tracking data, leading to concerns about IP popularity and sustainable performance growth. However, the company's Q4 domestic and overseas performance shows strong resilience, supported by its IP matrix after the sales peak of Labubu 3.0. The report identifies three potential discrepancies in market expectations: comprehensive judgment of high-frequency data, growth potential of new IPs, and the potential of content and IP ecosystem layout [1]. Summary by Sections Q4 Overseas Market Performance - The report anticipates that Q4 overseas performance, particularly in North America, will exceed market pessimism. Despite a projected 10% decline in Tik Tok sales in Q4, improved inventory levels in stores are expected to enhance offline sales significantly compared to Q3. In Southeast Asia, while some countries saw a year-on-year decline in sales, this is attributed to natural channel structure changes, with strong growth anticipated in overall channel sales [2][3]. New IP Growth Potential - The report highlights that the diversification of IPs in Q4 has been successful, with new IPs like Star People and Crybaby gaining traction, reducing the sales share of Labubu. In Southeast Asia, the sales share of Labubu has dropped below 40%, with new IPs collectively accounting for over 50% in some markets. The report suggests that the company's channel layout in domestic and Southeast Asian markets is robust, allowing for the transmission of popularity from established to emerging IPs [3][4]. Ecosystem Development and Content Layout - The company's IP content layout is entering a practical implementation phase, with plans for animated shorts and potential feature films to enhance IP influence. The report draws parallels with the success of Sanrio's Hello Kitty in leveraging content to boost brand recognition and sales. The content strategy is expected to become a new tool for breaking into broader markets, complementing existing strengths in product offerings and fan engagement [4][5]. Profit Forecast and Valuation - The report maintains profit forecasts, projecting adjusted net profits of RMB 135 billion, 185 billion, and 237 billion for 2025-2027. The target price is based on a PE ratio of 27x for 2026, reflecting the company's high barriers to entry and ongoing diversification of IP and business models [5].

Investment Rating - The report maintains a positive investment outlook for the industry, emphasizing the continued value of IP group and global strategies, with expectations for revenue growth driven by IP incubation and operations [9]. Core Insights - Recently, the company celebrated its 15th anniversary with various activities, including a themed exhibition at the Import Expo and the launch of a special blind box series [3][6]. - The company is advancing its global expansion, opening its first store in Qatar in October and in Canada and Denmark in November, while also making its debut at the Macy's Thanksgiving Parade in the U.S. [3][6]. - The company has signed new IPs "1001MOONS" and "SUPERTUTU," and is launching several new products themed around Christmas and winter [3][6]. - The report highlights the company's strong IP incubation and operational capabilities, which are expected to drive revenue growth and improve profit structure due to higher overseas margins [9]. Summary by Sections Event Description - The company has launched a series of activities to celebrate its 15th anniversary, including a themed exhibition and a special blind box series [3][6]. - It is accelerating its global store openings, with significant events such as the participation in the Macy's Thanksgiving Parade [3][6]. IP Incubation and Operations - The company has signed new IPs and launched products that incorporate interactive elements, enhancing customer engagement [9]. - Collaborations with various partners for themed events and exhibitions are ongoing, with a focus on both domestic and international markets [9]. Global Expansion - As of early December, the company has approximately 165 overseas stores, with significant growth in the Americas and Europe [9]. - New store openings in Qatar, Canada, and Denmark mark the company's continued commitment to global expansion [9]. Group Strategy - The company is diversifying its business into film adaptations and other multimedia projects, aiming to establish itself as a comprehensive global IP operator [9]. - The report emphasizes the ongoing value of the company's group and global strategies, with a focus on replicable IP incubation and operations [9].