Core Viewpoint - The report from Dongfang Securities highlights the dual growth in customers and sales for Shoumei Hotel's "Shoumei Global Purchase" platform, which enhances member loyalty [1] Group 1: Customer and Sales Growth - The "Shoumei Global Purchase" digital trade service platform has achieved continuous interaction between online malls and offline stores, resulting in a dual increase in customer numbers and sales [1] - Member engagement has been strengthened through activities such as point redemption and point lotteries during member days [1] Group 2: Membership Growth - By the end of 2024, the total number of "LIFE" club members is expected to reach 197 million, representing a year-on-year growth of 30.8% [1] - The platform is anticipated to unlock consumer potential among members, contributing incremental growth to the retail sector [1] Group 3: Financial Outlook - The company is optimizing its direct and franchise layout, with a clear trend of improving profitability for standardized stores [1] - Based on comparable company valuation levels, a target price of 16.72 yuan is set for 2025, with a price-to-earnings ratio of 22 times, maintaining a "buy" rating [1]

Group 1 - The core viewpoint of the article highlights the dual growth in customers and sales for Shoumi Global Purchase, which enhances member loyalty [1] - The company has been actively engaging in online and offline interactions through its digital trade service platform, leading to increased customer and sales figures [1] - Membership activities such as point redemption and lotteries during member days have further strengthened member engagement [1] Group 2 - By the end of 2024, the total number of "如LIFE" club members is expected to reach 197 million, representing a year-on-year growth of 30.8% [1] - The platform is anticipated to unlock consumer spending potential among members, contributing incremental growth to the retail segment [1] - The company is optimizing its direct and franchise layout, with a clear trend of improving profitability in standardized stores [1] Group 3 - The company is given a target price of 16.72 yuan based on a 22 times PE ratio for 2025, maintaining a "buy" rating [1]

Investment Rating - The report maintains a "Buy" rating for the company, with a target price of 16.72 CNY based on a 22x PE for 2025 [2][6][10]. Core Insights - The company is expected to undergo a transitional period in 2025, characterized by structural optimization and revenue pressure. Key assumptions regarding RevPAR recovery have been adjusted, but the long-term brand upgrade trend remains unchanged [2][10]. - The company's earnings per share (EPS) forecasts for 2025, 2026, and 2027 are projected to be 0.76 CNY, 0.96 CNY, and 1.06 CNY respectively, reflecting a downward revision from previous estimates [2][10]. - The retail segment is experiencing growth, and the OTA commission war is anticipated to enhance hotel profit margins [1][9]. Financial Summary - The company's revenue for 2023 is reported at 7,793 million CNY, with a year-on-year growth of 53.1%. For 2024, revenue is expected to decline slightly to 7,751 million CNY, followed by a recovery to 7,952 million CNY in 2025 [4][12]. - Operating profit for 2023 is 1,087 million CNY, showing a significant year-on-year increase of 247.0%. This is projected to grow to 1,168 million CNY in 2025 [4][12]. - The net profit attributable to the parent company for 2023 is 795 million CNY, with a remarkable growth of 237.8% year-on-year, expected to reach 847 million CNY in 2025 [4][12]. - The gross margin is forecasted to improve from 38.1% in 2023 to 39.5% in 2025, while the net margin is expected to rise from 10.2% to 10.7% over the same period [4][12]. Market Position and Strategy - The company has launched the "首免全球购" platform, which has seen a 30.8% year-on-year increase in membership, enhancing customer engagement and sales [9]. - The establishment of a new subsidiary, 诺金国际, aims to accelerate the development of high-end product lines and expand into luxury hotel segments [9]. - The introduction of a zero-commission policy by JD.com in the OTA space is expected to benefit hotel companies by reducing overall commission costs and improving profit margins [9].