Investment Rating - The investment rating for the company is not explicitly stated in the provided documents, but the report indicates a positive outlook for mid-term growth, suggesting a potential "buy" or "hold" recommendation based on expected recovery in revenue and profit [1]. Core Views - The company reported a revenue of 5.245 billion yuan in Q1 2025, a year-on-year decrease of 4.4%, and a net profit attributable to shareholders of 318 million yuan, down 16.2% year-on-year. The decline is attributed to high base effects from the previous year and weak macroeconomic demand [1][2]. - The traditional core business is under short-term pressure, but the product matrix is expected to revitalize through the development of popular products and collaboration with well-known IPs [2]. - The company is focusing on enhancing its product structure and increasing the share of self-owned brands, particularly in the lifestyle segment, which has shown growth [3]. Summary by Sections Financial Performance - In Q1 2025, the traditional core business generated approximately 2.054 billion yuan in revenue, a decline of 5.2% year-on-year. The breakdown by category shows writing instruments, student stationery, and traditional office supplies with revenues of 564 million, 803 million, and 849 million yuan respectively [2]. - The gross margins for these categories were 43.8%, 35.6%, and 28.5%, with slight variations year-on-year [2]. - The company maintained a gross margin of 20.7% and a net profit margin of 6.3% in Q1 2025, with stable operating cash flow of 112 million yuan [4]. Business Segments - The KOLIPU segment reported a revenue of 2.79 billion yuan in Q1 2025, down 5.3% year-on-year, but profitability remained stable. The company anticipates a recovery in this segment as downstream bidding normalizes [3]. - The lifestyle segment, including the Jiumu Lifestyle brand, achieved a revenue of 401 million yuan, up 8.0% year-on-year, with the Jiumu brand alone generating 388 million yuan, an increase of 11.5% [3]. Future Outlook - The company expects to see a return to stable growth in revenue and profit as the macroeconomic environment improves. Forecasts for net profit attributable to shareholders for 2025-2027 are 1.52 billion, 1.66 billion, and 1.82 billion yuan respectively, with corresponding P/E ratios of 18X, 16X, and 15X [4][5].

Investment Rating - The report maintains a "Buy" rating for the company [1][4][10] Core Views - The company is expected to experience a gradual recovery in its traditional core business and new business segments, leading to long-term stable growth [10] - Despite short-term performance pressures, the company has shown signs of improvement that are anticipated to be released in the future [10] Financial Summary - Total shares outstanding: 923.83 million [2] - Market price: ¥31.32 [2] - Market capitalization: ¥28,934.31 million [2] - Revenue forecast for 2023A: ¥23,351 million, with a growth rate of 17% [4] - Projected revenue for 2024A: ¥24,228 million, with a growth rate of 4% [4] - Projected net profit for 2025E: ¥1,693 million, with a growth rate of 21% [4] - Projected EPS for 2025E: ¥1.83 [4] Business Performance - The company reported a revenue of ¥5.645 billion in writing tools, showing a slight decline of 0.07% year-on-year [8] - The online business segment, particularly Morning Glory Technology, achieved a revenue of ¥3.08 billion, reflecting a year-on-year growth of 24.57% [10] - The retail segment, including Jiuwu Miscellaneous Society, reported a revenue of ¥4.01 billion, with an increase of 8.03% year-on-year [9] Profitability Metrics - The overall gross margin improved slightly to 20.65%, an increase of 0.48 percentage points year-on-year [7] - The net profit margin decreased to 6.28%, down 1.08 percentage points from the previous year [7] - The projected net asset return rate for 2025E is 15% [4]

Core Viewpoint - Morning Glory Co., Ltd. reported a decline in both revenue and net profit for the first quarter of 2025, marking the first such occurrence since 2021, with revenue at 5.245 billion yuan, down 4.39% year-on-year, and net profit at 318 million yuan, down 16.23% year-on-year [1] Financial Performance - In 2024, Morning Glory achieved total revenue of 24.228 billion yuan, an increase of 3.76% year-on-year, while net profit was 1.396 billion yuan, a decrease of 8.58% year-on-year [1] - The first quarter of 2025 saw a decline in revenue across major business segments, including writing instruments, student stationery, and office supplies, with respective revenues of 803 million yuan, 848 million yuan, and 2.790 billion yuan, each declining over 5% year-on-year [2] Business Segments - The company categorizes its operations into traditional core businesses and new businesses, with the former including writing tools, student stationery, and office supplies, while the latter encompasses office direct sales and retail stores [2] - The office direct sales business, which has been a revenue pillar, accounted for over 50% of total revenue, but its gross margin fell to 7.08% in the first quarter of 2025, a decrease of 0.14 percentage points year-on-year [2] New Business Developments - The retail store business, represented by Jiuwu Miscellaneous Store and Morning Glory Life Hall, is seen as a key area for brand and product upgrades, with 792 retail stores nationwide as of the end of the first quarter of 2025 [2] - Jiuwu Miscellaneous Store reported revenue of 388 million yuan in the first quarter of 2025, an increase of 11.37% year-on-year, but faced a net loss of 12.4428 million yuan in 2024 [3] Strategic Focus - Morning Glory's management indicated plans to enhance investment in IP (intellectual property) products and increase the proportion of proprietary brands to cater to changing consumer preferences, particularly among younger demographics [3] - The company aims to leverage its independent toy brand "Qizhi Haowan" to focus on IP incubation and brand collaboration, targeting the "two-dimensional IP" market [3]