Investment Rating - The report maintains a "Buy" rating for the company, with a target price of 16.72 CNY based on a 22x PE for 2025 [2][6][10]. Core Insights - The company is expected to undergo a transitional period in 2025, characterized by structural optimization and revenue pressure. Key assumptions regarding RevPAR recovery have been adjusted, but the long-term brand upgrade trend remains unchanged [2][10]. - The company's earnings per share (EPS) forecasts for 2025, 2026, and 2027 are projected to be 0.76 CNY, 0.96 CNY, and 1.06 CNY respectively, reflecting a downward revision from previous estimates [2][10]. - The retail segment is experiencing growth, and the OTA commission war is anticipated to enhance hotel profit margins [1][9]. Financial Summary - The company's revenue for 2023 is reported at 7,793 million CNY, with a year-on-year growth of 53.1%. For 2024, revenue is expected to decline slightly to 7,751 million CNY, followed by a recovery to 7,952 million CNY in 2025 [4][12]. - Operating profit for 2023 is 1,087 million CNY, showing a significant year-on-year increase of 247.0%. This is projected to grow to 1,168 million CNY in 2025 [4][12]. - The net profit attributable to the parent company for 2023 is 795 million CNY, with a remarkable growth of 237.8% year-on-year, expected to reach 847 million CNY in 2025 [4][12]. - The gross margin is forecasted to improve from 38.1% in 2023 to 39.5% in 2025, while the net margin is expected to rise from 10.2% to 10.7% over the same period [4][12]. Market Position and Strategy - The company has launched the "首免全球购" platform, which has seen a 30.8% year-on-year increase in membership, enhancing customer engagement and sales [9]. - The establishment of a new subsidiary, 诺金国际, aims to accelerate the development of high-end product lines and expand into luxury hotel segments [9]. - The introduction of a zero-commission policy by JD.com in the OTA space is expected to benefit hotel companies by reducing overall commission costs and improving profit margins [9].