业绩回顾 3Q25 业绩符合我们预期 公司公布1-3Q25 业绩，收入实现173.3 亿元，同增1.2%，归母净利润实现9.5 亿元，同降7.2%；分季度 看，1Q/2Q/3Q25 收入同比分别-4.4%/-0.04%/+7.5%，归母净利润同比分别-16.2%/-5.6%/+0.6%，业绩符 合我们预期。 发展趋势 盈利预测与估值 维持盈利预测不变，当前股价对应2025/26 年19/16 倍P/E。维持跑赢行业评级及目标价不变，对应 2025/26 年25/22 倍P/E，较当前股价有35%上行空间。 风险 新业态推进不及预期，原材料价格大幅波动。 1、 传统核心Q3 环比改善，功能性、IP 新品成长向好。Q3 传统核心业务收入同降4%至25.4 亿元，降 幅较Q2 收窄5.7ppt。1）分品类看， Q3 书写/ 学生/ 办公文具收入分别同降3.3%/3.9%/ 2.8%，我们判断 大学汛期间功能性、IP 赋能新品成长向好；2）分渠道看，Q3 晨光科技收入同增3%至4.1 亿元，线上渠 道持续增长，国内线下渠道稳健经营，海外市场延续快速开拓势头。 2、 科力普Q3 加速恢复，九木杂物社增速稳健。1）科力普 ...

Core Insights - Company reported a decline in revenue and net profit for H1 2025, with total revenue of 10.808 billion yuan, down 2% year-on-year, and net profit attributable to shareholders of 557 million yuan, down 12% year-on-year [1] - The traditional core business faced short-term pressure, with revenue of 3.901 billion yuan, down 7% year-on-year, while online business showed growth [1][2] - The company is accelerating its IP strategy, partnering with Tencent Video to launch co-branded products, aiming to transition from a "functional provider" to an "emotional value provider" [2] Revenue and Profit Analysis - In Q2 2025, the company achieved revenue of 5.564 billion yuan, a slight decrease of 0.04% year-on-year, and net profit of 239 million yuan, down 6% year-on-year [1] - The traditional core business revenue in Q2 2025 was 1.847 billion yuan, down 9% year-on-year, while online business revenue was 248 million yuan, up 5% year-on-year [1][3] Product Performance - Revenue from writing, student, and office stationery products in H1 2025 was 1.136 billion, 1.435 billion, and 1.607 billion yuan respectively, with declines of 0.2%, 8.5%, and 8.5% year-on-year [1][2] - The company’s overseas market revenue reached 557 million yuan in H1 2025, an increase of 16% year-on-year, with ongoing expansion in Africa and Southeast Asia [2] Retail and Store Expansion - Retail business generated revenue of 779 million yuan in H1 2025, up 7% year-on-year, with the Nine Wood Miscellaneous Society contributing 756 million yuan, up 9% year-on-year [3] - As of H1 2025, the company operated 830 retail stores, adding 38 stores since Q1 2025, maintaining a rapid expansion pace [3] Profitability Metrics - The gross margin for H1 2025 was 19.45%, a slight increase of 0.04 percentage points year-on-year, with specific product margins showing varied performance [3][4] - The net profit margin for H1 2025 was 5.15%, down 0.6 percentage points year-on-year, with Q2 2025 net profit margin at 4.3%, down 0.3 percentage points year-on-year [4] Future Outlook - The company is expected to achieve revenues of 25.373 billion, 27.520 billion, and 29.876 billion yuan from 2025 to 2027, with corresponding net profits of 1.439 billion, 1.581 billion, and 1.735 billion yuan [5] - The company maintains a long-term growth outlook, with a projected PE ratio of 20X, 18X, and 16X for the respective years [5]

Investment Rating - The investment rating for the company is "Buy" (maintained) [5] Core Views - The company is undergoing a transformation towards IP, which is expected to catalyze performance recovery in the future [2] - Traditional core business has faced short-term pressure, with a revenue decline of 7% in 2025H1 [2] - The company has established strategic partnerships to enhance its IP offerings, transitioning from a "function provider" to an "emotional value provider" [2] - The overseas market is showing steady growth, with a 16% increase in revenue in 2025H1 [2] Financial Performance Summary - In 2025H1, the company achieved a revenue of 10.808 billion yuan, a year-on-year decrease of 2%, and a net profit of 0.557 billion yuan, down 12% year-on-year [1] - The gross margin for 2025H1 was 19.45%, showing a slight increase of 0.04 percentage points year-on-year [4] - The net profit margin for 2025H1 was 5.15%, a decrease of 0.6 percentage points year-on-year [4] Revenue and Profit Forecast - The company is expected to achieve revenues of 25.373 billion yuan, 27.520 billion yuan, and 29.876 billion yuan for the years 2025, 2026, and 2027, respectively, with year-on-year growth rates of 4.73%, 8.46%, and 8.56% [5] - The forecasted net profit for the same years is 1.439 billion yuan, 1.581 billion yuan, and 1.735 billion yuan, with corresponding year-on-year growth rates of 3.12%, 9.86%, and 9.69% [5]