平安证券研报指出，晨光股份是一家提供学习和工作场景解决方案的综合文具供应商和办公服务商。公 司传统核心业务包括书写工具、学生文具、办公文具等；新业务包括ToB零售电商平台科力普和零售大 店业务（九木杂物社、晨光生活馆）。展望未来，认为IP和出海有望成为公司新增长点，其中IP既包括 传统文具的调改，也包括IP衍生品的开发，出海则有望进一步打开成长空间。考虑同属文具行业，选取 广博股份、齐心集团作为可比公司。截至1月7日，2026年可比公司Wind一致预期PE均值为25X，考虑 公司IP调改潜力较大，长期空间可期，我们认为公司2026年16X估值具备吸引力。首次覆盖，给予"推 荐"评级。 ...

主要数据 | 行业 | 轻工制造 | | --- | --- | | 公司网址 | www.mg-pen.com | | 大股东/持股 | 晨光控股(集团)有限公司/58.20% | | 实际控制人 | 陈湖文,陈湖雄,陈雪玲 | | 总股本(百万股) | 921 | | 流通 A 股(百万股) | 921 | | 流通 B/H 股(百万股) | | | 总市值（亿元） | 251 | | 流通 A 股市值(亿元) | 251 | | 每股净资产(元) | 9.69 | | 资产负债率(%) | 42.9 | 文具龙头砥砺前行，IP与出海打开空间 推荐（首次） 股价：27.3 元 轻工制造 2026 年 01 月 08 日 晨光股份(603899.SH) 行情走势图 证券分析师 张晋溢 投资咨询资格编号 S1060521030001 ZHANGJINYI112@pingan.com.cn 王星云 投资咨询资格编号 S1060523100001 BVG933 wangxingy un937@pingan.com.cn 平安观点： | | 2023A | 2024A | 2025E | 2026E | 2027E ...

中国质量新闻网讯 据辽宁省锦州市市场监督管理局网站消息，近期，锦州市市场监督管理局组织开展了2025年烟花爆竹等产品质量监督抽查。现将有关情 况通报如下。 一、抽查总体情况 本次抽查共抽检烟花爆竹、电动自行车、移动电源等产品178批次，其中生产企业5家5批次，经销单位108家173批次。经检验，生产企业未发现产品不合 格，销售单位17家19批次产品不合格，产品不合格发现率为11%。 二、抽查结果分析 （一）移动电源。本次监督抽查依据GB 31241—2022《便携式电子产品用锂离子电池和电池组安全技术规范》等国家标准及有关要求，对移动电源的高温 外部短路、跌落、加速度冲击等项目进行了检验。本次抽查未发现产品质量问题。 （二）头盔。本次监督抽查依据GB 811-2022《摩托车、电动自行车乘员头盔》等国家标准及有关要求，对头盔的壳体、佩戴装置、佩戴装置强度等项目进 行了检验，本次抽查发现产品质量问题是壳体、佩戴装置、佩戴装置强度项目不合格。 （三）国旗产品。本次监督抽查依据GB 12982-2004《国旗》等国家标准及有关要求，对国旗产品的标准国旗尺寸和允许误差、单位面积质量、成品密度、 国旗缝制等项目进行了检 ...

传统业务有望边际改善，九木继续扩张可期； 预计2025 年营收同比增长4.8%，归母净利润同比持平； 维持盈利预测与买入评级，维持33.80 元的目标价，对应20 倍2026 年P/E。 传统业务有望边际改善，九木继续扩张可期：晨光在前期业绩会中提及，1）公司于产品端减量提质， 并提供了更多强功能、情绪价值类与IP 赋能类产品；渠道端与商场中的文具/文创/杂货集合店和精品书 店合作，打造精品大店标杆，并增加与行业头部大店的合作粘性、引领优质校边店。晨光9M25 书写工 具/学生文具/办公文具业务的营收降幅已有所收窄，毛利率也有所提升，4Q25 业绩有望继续改善。2） 科力普进一步开拓央国企、省级以及市级集采客户，9M25 营收同比增长6%，4Q25 有望延续其前期表 现。9M25 晨光生活馆同比新开130 余门店至870 家，推动营收同比增长7%，其中九木杂物社营收同比 增长9%。四季度九木继续扩张可期。 预计2025 年营收同比增长4.8%，归母净利润同比持平：1）在相对低基数下，我们预计4Q25 晨光营收 同比增长13.3%，归母净利润同比增长19.9%，由我们此预计2025 年全年晨光营收同比增长4.8 ...

Core Insights - The traditional perception of stationery stores as small and specialized is being transformed by the emergence of large-scale "stationery megastores" driven by the consumption habits of Generation Z [2][3] - Deli Group's flagship store in Shanghai, covering 1,500 square meters, represents a significant shift in the stationery retail landscape, emphasizing experience over mere product sales [3][4] Company Strategy - Deli Group's decision to open a large-scale stationery experience store is part of a strategic upgrade aimed at deepening connections with consumers and enhancing brand engagement [3][4] - The flagship store is designed to be an immersive experience space, showcasing Deli's innovations in technology, design, and lifestyle, thus moving from "super manufacturing" to "super experience" [3][5] Market Trends - The flagship store features a wide range of products, including student stationery, premium stationery, and IP-related merchandise, catering to the evolving preferences of consumers [3][5] - The rise of IP collaborations, such as with popular Chinese animation, reflects a trend where stationery is becoming a medium for emotional expression and cultural trends among younger consumers [5][6] Consumer Behavior - Generation Z consumers prefer social, personalized, and content-driven shopping experiences, valuing brand stories and interactive experiences [5][9] - The transition from "functional" to "emotional" consumption in the stationery market indicates a shift where products are seen as expressions of identity and creativity rather than mere tools [9][10] Industry Evolution - The transformation of stationery stores from "small and refined" to "large and comprehensive" signifies a restructuring of the industry value chain, aligning with the experience economy [9][10] - The concept of "pan-stationery" is emerging, where the boundaries between learning, office, and lifestyle products are increasingly blurred, leading to a broader range of offerings [10]

Core Insights - Deli Group has opened its largest stationery flagship store, "deli world," in Shanghai, covering an area of 1,500 square meters and featuring over ten thousand products, including student stationery, premium stationery, and IP collaboration items [1][2] Group 1: Store Opening and Strategy - The flagship store is located in Shanghai's Jing'an Joy City, a prominent "2D landmark" in the city, and represents a significant strategic upgrade for the Deli brand rather than just a channel expansion [2] - The store aims to create an immersive stationery experience, serving as a direct communication platform between the brand and consumers, showcasing Deli's innovative products [2] Group 2: Product Offerings - The store features a variety of IP collaboration products, prominently including items related to the popular "Nezha" IP, with Deli being the exclusive stationery brand partner for the film "Nezha: The Devil's Child" [2] - Other notable IP products include "Time Agent" and "Self-Mocking Bear," which have garnered attention, particularly among younger consumers [2] - Deli also showcases its "black technology" stationery products, which include advanced writing instruments and art supplies, such as the "Hexagonal Warrior" pen and liquid silicone gel pen [3]

Core Insights - Deli World, a flagship store of Deli, opened in Jing'an Joy City, Shanghai, covering 1,500 square meters and offering a wide range of products including student stationery, premium stationery, IP stationery, and lifestyle goods, making it the largest stationery complex in China [1] - The store targets the growing demand for IP consumption among younger consumers, particularly Generation Z, by featuring popular IP collaborations such as Nezha and Water Pig stationery, emphasizing personalized expression and emotional connection [1] - Deli's Executive President, Chen Xueqiang, stated that the opening of this large-scale store is part of a strategic upgrade for the Deli brand, focusing on immersive experiences and becoming a trendy gathering place [1] Business Structure - Beyond its core stationery business, Deli has expanded into emerging business segments such as digital printing, premium tools, B2B, and IP cultural products, which have become significant growth drivers for the company [2]

Core Viewpoint - The financial performance and trading activity of Morning Glory Co., Ltd. indicate a mixed outlook, with slight revenue growth but a decline in net profit, alongside significant trading volumes in margin financing and securities lending [1][2][3]. Financing Activity - On November 20, Morning Glory's financing buy-in amounted to 8.71 million yuan, with a net buy of 1.89 million yuan after 6.82 million yuan in repayments [1] - The total margin financing balance reached 200 million yuan, representing 0.77% of the circulating market value, which is above the 50th percentile level over the past year [1] - The securities lending activity showed a repayment of 5,200 shares and a sell-off of 100 shares, with a remaining balance of 21,270 shares valued at approximately 603,270 yuan, exceeding the 90th percentile level over the past year [1] Financial Performance - For the period from January to September 2025, Morning Glory reported a revenue of 17.33 billion yuan, reflecting a year-on-year growth of 1.25%, while the net profit attributable to shareholders decreased by 7.18% to 948 million yuan [2] - Cumulatively, since its A-share listing, the company has distributed a total of 4.70 billion yuan in dividends, with 2.12 billion yuan distributed over the last three years [3] Shareholder Structure - As of September 30, 2025, the number of shareholders increased to 40,000, with an average of 23,002 circulating shares per person, a decrease of 2.19% from the previous period [2] - Among the top ten circulating shareholders, Invesco Great Wall New Growth Mixed Fund holds 31.50 million shares, remaining unchanged, while Hong Kong Central Clearing Limited reduced its holdings by 1.13 million shares to 27.67 million shares [3]

Investment Rating - The report maintains a "Buy" rating for the company [5][6]. Core Insights - The company reported its Q3 2025 results, which met expectations, with a revenue of 17.33 billion yuan for the first three quarters, a year-on-year increase of 1.25%, and a net profit attributable to shareholders of 948 million yuan, a year-on-year decrease of 7.18% [4][5]. - The traditional core business showed a narrowing decline in Q3 2025, with revenue of 21.31 billion yuan, down 4.7% year-on-year, compared to a 11.2% decline in Q2 [5]. - The company is focusing on product structure optimization and high-value products, which have led to an improvement in profitability, with gross margins for writing tools, student stationery, and office supplies increasing year-on-year [5]. - The retail segment, particularly the Jiwu Zawushi stores, has shown steady growth, with Q3 2025 revenue of 4.15 billion yuan, up 6.6% year-on-year [5]. - The report highlights the strategic importance of IP integration in new products, which is expected to drive revenue and profit growth in the medium to long term [5]. Financial Data and Forecast - For 2025, the company is projected to achieve a total revenue of 24.98 billion yuan, with a year-on-year growth rate of 3.1% [7]. - The net profit attributable to shareholders is forecasted to be 1.32 billion yuan in 2025, reflecting a year-on-year decrease of 5.7% [7]. - The report provides a detailed financial summary, indicating a gradual recovery in profitability with expected improvements in gross margins and net profit margins over the next few years [10].

Core Insights - The company reported a revenue of 6.52 billion yuan in Q3 2025, representing a year-on-year increase of 7.5%, while the net profit attributable to shareholders was 390 million yuan, up 0.6% year-on-year [1] - For the first three quarters of 2025, the company achieved a total revenue of 17.33 billion yuan, a year-on-year increase of 1.2%, but the net profit attributable to shareholders decreased by 7.2% to 950 million yuan [1] - The company is focusing on long-term strategies, emphasizing the development of IP products, and has seen a 16% year-on-year growth in new business revenue despite a 4% decline in traditional core business revenue [1] Revenue Breakdown - In Q3 2025, the revenue from writing instruments was 1.99 billion yuan, down 1.5% year-on-year, while the gross margin improved by 2.0 percentage points to 44.12% [1] - The revenue from student stationery was 2.58 billion yuan, down 6.5% year-on-year, with a gross margin of 35.57%, up 2.1 percentage points [1] - Office stationery revenue was 2.30 billion yuan, down 6.8% year-on-year, with a gross margin of 26.55%, an increase of 0.49 percentage points [1] Product and Market Strategy - The company has diversified its product offerings, including classic bestsellers, high-tech functional products, and innovative IP products that resonate with consumers [2] - The office direct sales revenue for the first three quarters of 2025 was 9.69 billion yuan, up 5.8% year-on-year, with a gross margin of 6.78%, slightly down by 0.34 percentage points [2] - The company plans to focus on four major business segments, enhance its electronic trading system, and improve the sales ratio of self-owned products to boost profitability [2] IP Product Development - The company has increased its investment in IP products, with revenue from the "Morning Glory Life Museum" (including "Nine Wood Miscellaneous Society") reaching 1.19 billion yuan, a year-on-year increase of 6.85% [3] - The "Nine Wood Miscellaneous Society" alone generated 1.15 billion yuan in revenue, up 9.22% year-on-year, and the company continues to expand its retail presence with over 870 stores nationwide [3] - The company has enhanced its product structure and brand appeal through collaborations with popular IPs and interactive marketing events [3] Profit Forecast - The profit forecast for the company has been adjusted, with expected net profits for 2025-2027 projected at 1.38 billion, 1.55 billion, and 1.74 billion yuan respectively, reflecting slight downward revisions [4] - The corresponding price-to-earnings ratios are estimated to be 19X, 17X, and 15X for the respective years [4]