Investment Rating - The report initiates coverage with a "Buy" rating for the company [5] Core Views - The company focuses on deepening its presence in Shandong while seizing opportunities from channel transformations, employing a strategy of "strong integration, stable wings" [2][31] - The company has established three major competitive advantages: deep regional penetration in Shandong, strong acquisition and integration capabilities, and a robust integrated fresh supply chain [3][55] Summary by Sections Company Overview - The company operates a multi-format retail strategy, including supermarkets, community fresh food supermarkets, and rural supermarkets, while exploring new formats like snack stores and discount stores [19][20] - As of 2024, the company has a total of 1,100 stores, with a significant presence in Shandong [20] Future Growth Points - The company is expected to optimize and upgrade its main supermarket business, increasing foot traffic and revenue [4] - New formats such as snack stores and discount stores are anticipated to open a second growth curve, with expectations of reduced losses in provincial areas [4] Financial Projections - Revenue projections for 2025-2027 are estimated at 18.973 billion, 19.654 billion, and 20.354 billion respectively, with year-on-year growth rates of 3.9%, 3.6%, and 3.6% [5][7] - Net profit attributable to the parent company is projected to be 192 million, 231 million, and 254 million for the same period, with growth rates of 45.5%, 20.5%, and 9.7% respectively [5][7] Competitive Landscape - The company is positioned as a leading supermarket in the Jiaodong region, with a market share of approximately 24.7% in Shandong's retail sector [36][37] - The company has been actively expanding its footprint outside Shandong through acquisitions, enhancing its market competitiveness [54] Supply Chain and Logistics - The company has built a high-barrier integrated fresh supply chain, focusing on direct sourcing and centralized procurement to enhance quality and reduce costs [55][56] - A robust logistics network supports the company's operations, ensuring efficient distribution across its retail locations [60][61]

Core Viewpoint - The company reported its 2024 annual results and Q1 2025 results, showing revenue growth but a decline in net profit, indicating a mixed performance in the current market environment [1] Group 1: Financial Performance - In 2024, the company achieved revenue of 18.256 billion yuan, a year-on-year increase of 2.77%, while net profit attributable to shareholders was 132 million yuan, a decrease of 3.26% [1] - In Q4 2024, revenue reached 4.129 billion yuan, up 6.31% year-on-year, with a net profit of -56 million yuan, an improvement from -72 million yuan in the same period last year [1] - For Q1 2025, revenue was 4.941 billion yuan, down 4.77% year-on-year, and net profit was 142 million yuan, a decrease of 3.59% [1] Group 2: Store Expansion and Efficiency - The company opened 140 new stores in 2024, bringing the total to 1,100, with 957 direct-operated and 143 franchised stores [2] - In Q1 2025, the company opened 8 direct-operated and 7 franchised stores while closing 20 underperforming stores, resulting in a total of 1,095 stores at the end of the quarter [2] - The company is focusing on optimizing store locations and improving operational efficiency by closing unprofitable stores [2] Group 3: Online Sales and Supply Chain - Online sales grew by 13.2% in 2024, with a total of 3.31 million customer visits to stores, achieving a conversion rate of 40% [3] - By the end of 2024, online sales accounted for 7.16% of total sales, reflecting the company's efforts to enhance its online presence [3] - The company is strengthening its supply chain strategy and increasing the proportion of private label and customized products to 13.63% [3] Group 4: Profitability and Cost Management - In Q1 2025, the gross profit margins for various store formats were 20.82% for comprehensive supermarkets, 19.41% for community fresh food supermarkets, 19.72% for rural supermarkets, and 22.62% for other formats, showing an increase compared to the previous year [4] - The company's expense ratio for the full year 2024 and Q1 2025 was 21.97% and 19.83%, respectively, indicating a slight decrease year-on-year [4] - The net profit margin for the full year 2024 and Q1 2025 was 2.87% and 0.72%, respectively, reflecting a stable performance despite challenges [4] Group 5: Future Outlook - The company aims to transition from scale retail to quality retail, focusing on product strength and enhancing supply chain efficiency [4] - The net profit forecasts for 2025 and 2026 have been adjusted to 201 million yuan and 243 million yuan, respectively, with a new forecast for 2027 set at 272 million yuan [4]