证券研究报告 公司研究 [Table_ReportType] 公司点评报告 [Table_StockAndRank] 晨光股份(603899) 投资评级 上次评级 [Table_Author] 姜文镪 新消费行业首席分析师 执业编号：S1500524120004 邮 箱： jiangwenqiang@cindasc.com 相关研究 [Table_OtherReport] 晨光股份：线下零售延续压力，积极 探索 IP 产品 信达证券股份有限公司 CINDA SECURITIES CO.,LTD 北京市西城区宣武门西大街甲127号金隅大厦 B座 邮编：100031 盈利预测：我们预计 2025-2027 年归母净利润分别为 15.2、16.6、18.2 亿 元，对应 PE 为 18X、16X、15X。 请阅读最后一页免责声明及信息披露 http://www.cindasc.com 1 [Table_Title] 晨光股份：25Q1 弱势平稳，积极调整货品结 构，中期稳健增长可期 风险因素：线下客流恢复不及预期，新品推出不及预期，科力普客户修复不 [Table_ReportDate] 2025 年 05 月 05 ...

2025 年 04 月 30 日 公司研究 评级：买入(维持) [Table_Title] 聚焦产品力与全渠道布局，IP 赋能注入新活力 ——晨光股份（603899）2025 年一季报点评 最近一年走势 | 相对沪深 300 | 表现 | | 2025/04/29 | | --- | --- | --- | --- | | 表现 | 1M | 3M | 12M | | 晨光股份 | -3.9% | 3.8% | -14.5% | | 沪深 300 | -3.6% | -1.1% | 4.2% | | 市场数据 | | | 2025/04/29 | | 当前价格（元） | | | 29.47 | | 周价格区间（元） 52 | | | 25.01-40.09 | | 总市值（百万） | | | 27,225.22 | | 流通市值（百万） | | | 27,225.22 | | 总股本（万股） | | | 92,382.84 | | 流通股本（万股） | | | 92,382.84 | | 日均成交额（百万） | | | 383.88 | | 近一月换手（%） | | | 0.76 | 相关报告 《晨光股份（6 ...

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]

Investment Rating - The report maintains a "Buy" rating for the company, indicating a positive outlook for future investment returns [8]. Core Insights - The company reported a revenue of 5.245 billion yuan in Q1 2025, a year-on-year decrease of 4.39%, and a net profit attributable to shareholders of 318 million yuan, down 16.23% year-on-year [5]. - The company is actively expanding into the "second dimension IP" sector, focusing on products that appeal to younger consumers, enhancing the emotional value of its offerings [7]. - The report projects revenue growth for 2025-2027 at 7.5%, 6.4%, and 5.5% respectively, with net profits expected to grow by 7.6%, 9.2%, and 8.5% in the same period [8]. Financial Performance - In Q1 2025, the company's gross margin was 20.65%, an increase of 0.49 percentage points year-on-year, while the net profit margin decreased by 0.86 percentage points to 6.07% [6]. - The company’s revenue from various product lines showed mixed results, with writing tools and office supplies experiencing slight declines, while the "Morning Light Living Hall" and "Morning Light Technology" segments saw growth [5]. - The company expects revenues of 26.056 billion yuan in 2025, with a projected net profit of 1.502 billion yuan, reflecting a recovery trend after a challenging 2024 [10].

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]

Investment Rating - The report maintains a "Buy" rating for the company [1][4]. Core Insights - The company is focusing on enhancing product value through a strong IP and functional strategy, aiming to meet diverse consumer needs and expand its market presence internationally [4][15]. - The overseas market is showing initial signs of contribution, with a projected revenue of 1.039 billion yuan in 2024, representing a 22% year-on-year growth [4][15]. - The company plans to strengthen its IP strategy in 2025, targeting high-value stationery products that appeal to younger consumers [4][15]. Financial Data and Valuation - Revenue projections for the company are as follows: - 2023A: 23.351 billion yuan - 2024A: 24.228 billion yuan - 2025E: 27.566 billion yuan - 2026E: 31.143 billion yuan - 2027E: 35.125 billion yuan - Net profit estimates are: - 2023A: 1.527 billion yuan - 2024A: 1.396 billion yuan - 2025E: 1.607 billion yuan - 2026E: 1.831 billion yuan - 2027E: 2.075 billion yuan - The company’s earnings per share (EPS) are projected to be: - 2023A: 1.65 yuan - 2024A: 1.51 yuan - 2025E: 1.74 yuan - 2026E: 1.98 yuan - 2027E: 2.25 yuan - The price-to-earnings (P/E) ratio for 2025 is estimated at 18 times, indicating a relatively low valuation compared to the past decade [3][4]. Product Strategy and Market Expansion - The company emphasizes product strength through a combination of strong IP and functionality, which has been a key driver for product upgrades [8][14]. - The independent brand "Qi Zhi Hao Wan" is rapidly developing, focusing on popular two-dimensional IPs and expanding its product offerings [20][22]. - The company is actively pursuing international expansion, particularly in Southeast Asia and Africa, where it has established a significant market presence [4][15]. Investment Recommendations - The company plans to enhance shareholder returns through dividends and share buybacks, with a combined ratio of 73% in 2024 [4][15]. - The report anticipates steady growth in net profit for the years 2025 to 2027, with expected increases of 15%, 14%, and 13% respectively [4][15].