Investment Rating - The report maintains a "Buy" rating for the company [1]. Core Views - The company reported a revenue of 10.49 billion yuan in 2024, a decrease of 10.0% year-on-year, while the net profit attributable to shareholders was 1.37 billion yuan, an increase of 8.7% year-on-year. In Q4 2024, revenue was 2.84 billion yuan, down 18.1% year-on-year, but net profit increased by 45.5% to 450 million yuan. For Q1 2025, revenue was 2.04 billion yuan, down 3.5% year-on-year, with a net profit of 12.1 million yuan, a significant drop of 92.7% year-on-year [5][6]. Summary by Sections Financial Performance - In 2024, the company's wardrobe business generated 8.33 billion yuan in revenue, down 11.5% year-on-year, while the cabinet business saw a slight increase of 0.7% to 1.25 billion yuan. The wooden door business revenue was 540 million yuan, down 7.6% year-on-year. The main brand, Sophia, achieved 9.45 billion yuan in revenue, down 10.5% year-on-year, while the Milan brand grew by 8.1% to 510 million yuan [6][7]. Channel Performance - The company reported that the dealer channel generated 8.52 billion yuan in revenue, down 11.5% year-on-year, while the direct sales channel increased by 14.0% to 360 million yuan. The bulk channel revenue was 1.32 billion yuan, down 8.9%, and the integrated channel continued to grow, achieving 2.22 billion yuan, up 16.2% year-on-year [6][7]. International Expansion - The company has established 22 overseas dealers covering 22 countries and regions, and has partnered with quality overseas developers and contractors for approximately 80 projects across 21 countries, generating 75.69 million yuan in overseas revenue, an increase of 50.9% year-on-year [7]. Strategic Outlook - The company is focusing on a "multi-brand, all-channel, all-category" strategy to adapt to the challenging domestic real estate market. It aims to accelerate the transformation of its business model and expand its overseas operations to create new growth opportunities. The revenue forecasts for 2025 and 2026 have been adjusted downwards to 11.71 billion yuan and 13.12 billion yuan, respectively [9]. Valuation Metrics - The report projects earnings per share (EPS) of 1.45 yuan for 2025, 1.66 yuan for 2026, and 1.88 yuan for 2027, with corresponding price-to-earnings (P/E) ratios of 11, 9, and 8 times [9][10].

Financial Performance - In 2024, the company achieved a revenue of CNY 3.789 billion and a net cash flow from operating activities of CNY 343 million, demonstrating strong cash generation capabilities [2] - In Q1 2025, the company reported a revenue of CNY 741 million, with a significant improvement in net profit and a 70% increase in contract liabilities compared to the previous year [2] Strategic Initiatives - Key operational focuses for 2024 include: 1. Systematic deployment of AI to enhance efficiency across the business chain 2. Development of an "AI Design Factory" to drive store operations 3. Implementation of a "1+N" model for diversified recruitment strategies 4. Promotion of a new direction in second-hand housing transactions through integrated renovation services [3] - The company aims to accelerate overseas expansion and enhance its export capabilities through customized solutions [3] Policy Impact - The participation of dealers in the old-for-new policy has significantly increased in 2025, reflecting a positive response to government incentives aimed at boosting consumer spending [4] - The government has committed to supporting home renovation and smart home consumption through enhanced subsidies, indicating a sustained commitment to stimulating the market [4] Dividend Strategy - The company plans to distribute a cash dividend of CNY 0.9 per 10 shares, resulting in a dividend yield of 7.17% based on the closing price on April 28 [6] - The profit distribution plan for 2024-2026 aims for a minimum total cash dividend of CNY 100 million annually, contingent on positive cash flow from operations [6] Product Development - The introduction of integrated door-wall-cabinet products represents an evolution of the company's "whole-house customization" model, enhancing design coherence and overall aesthetic appeal [7] AI Technology Application - The company has integrated a knowledge base covering 300,000 products, 3 million housing types, and 30 million design solutions to enhance operational efficiency [8] - AI-driven tools have improved user interaction and reduced design delivery times, contributing to cost reduction and efficiency gains [9]

Group 1 - The core event was the launch of the "Huanxin" theme activity in Xi'an by Shangpin Home, promoting home improvement and consumer incentives through national policies and special offers [1][3][29] - The company introduced integrated new products for doors, walls, and cabinets, along with a "buy one get one free" policy, addressing consumer demand for high-quality and cost-effective custom home solutions [5][19][25] - The event featured a collaboration with actress Lan Xiya, who served as a special experience officer, enhancing the brand's engagement with consumers through interactive experiences [7][11][29] Group 2 - Shangpin Home's general manager emphasized the company's commitment to supporting families in achieving their home improvement dreams through government subsidies and promotional measures [3][25] - The company has upgraded its local services, including a new 3000㎡ warehouse in Xi'an, which has reduced average delivery times from 15 days to as fast as 7 days [7][19] - The "buy one get one free" initiative allows consumers to receive additional furniture with their cabinet purchases, further incentivized by a 15% government subsidy, making home improvement more affordable [25][29] Group 3 - The new integrated product line aims to redefine home aesthetics and quality, addressing consumer preferences for cohesive design and functionality [19][22] - The event also highlighted the company's ongoing commitment to social responsibility through its "Love School" initiative, which has supported rural education for over a decade [17] - The marketing strategy combines product offerings, celebrity endorsements, and government policies to create a comprehensive consumer experience, driving growth in the home improvement market [29][30]