Core Viewpoint - Mousse Co., Ltd. (001323.SZ) has reported a rare decline in both revenue and net profit for the first three quarters of 2025, marking the first such drop since it began disclosing operational performance data in 2021 [1][2][4]. Financial Performance - For the first three quarters of 2025, the company achieved revenue of 3.761 billion yuan, a year-on-year decrease of approximately 3% [1][4]. - The net profit attributable to shareholders was 467 million yuan, down about 10% year-on-year [1][4]. - The non-recurring net profit saw a more significant decline, dropping over 25% [1][2][4]. - The quarterly breakdown shows revenue of 1.121 billion yuan, 1.356 billion yuan, and 1.284 billion yuan for Q1, Q2, and Q3 respectively, with year-on-year changes of -6.66%, -5.01%, and 2.79% [5]. Operational Strategy - Despite a strategy of aggressive expansion, including an increase in the number of stores and showrooms, the operational results have been disappointing [2][7]. - The company’s financial expenses surged by approximately 159% year-on-year, indicating potential financial strain [2]. - As of September 2025, the company had invested around 3 billion yuan in investment and wealth management, while its interest-bearing debt increased to 1.249 billion yuan, up 178 million yuan from the end of 2024 [2][11]. Marketing and R&D Focus - Mousse Co., Ltd. continues to prioritize marketing over research and development, with sales expenses of 1.079 billion yuan being 6.7 times higher than R&D expenses of 161 million yuan [3][10]. - The company has distributed a total of 2.082 billion yuan in cash dividends since its listing, with 1.591 billion yuan going to the actual controllers [3][11]. Market Position and Competitiveness - The company’s performance has lagged behind competitors in the mattress industry, with peers like Mengbaihe and Xilinmen reporting revenue and profit growth during the same period [5][6]. - The decline in sales of complementary products such as bed frames and sofas, all dropping over 10%, suggests a failure to achieve synergistic growth with core mattress sales [6]. Stock Performance - The stock price has significantly declined, dropping over 47% from its peak of 61.67 yuan per share shortly after its IPO, closing at 27 yuan on October 31, 2025, which is below the issue price of 38.93 yuan [12].

Core Viewpoint - Mousse Co., Ltd. (001323.SZ), one of the "three giants" in the A-share mattress industry, faced a decline in both revenue and net profit in the first half of the year, indicating significant operational challenges amid a contracting core sales channel and pressure on its mattress and related product sales [2][5]. Group 1: Financial Performance - The company's revenue decreased by 5.76% year-on-year to 2.48 billion yuan, while net profit fell by 4.14% to 358 million yuan. The net profit excluding non-recurring items dropped by 20.97% to 285 million yuan [4][5]. - The operating cash flow also saw a significant decline, down 61.22% to 86 million yuan, attributed to reduced cash receipts from sales [10]. - The basic and diluted earnings per share both decreased by 4.21% to 0.91 yuan [4]. Group 2: Sales Channel and Product Performance - The core sales channel, primarily through distributors, experienced a 2.79% decline in revenue, with the number of specialized stores decreasing from 5,400 to 5,300 [10]. - Among product categories, only the mattress segment saw growth, with revenue up 1.25% to 1.26 billion yuan, while other categories like bed frames, sofas, and bedding faced declines of 10.68%, 15.64%, and 22.23%, respectively [8][9]. - Domestic sales accounted for 95.60% of total revenue, while overseas sales increased by 73.97% to 109 million yuan, albeit from a low base [6][13]. Group 3: Strategic Initiatives - The company is focusing on an AI strategy and aims to enhance its global brand presence, with AI product revenue reaching 121 million yuan, a more than threefold increase year-on-year [11][14]. - Despite the growth in AI product revenue, the company has not significantly increased its R&D investment, which raises concerns about the sustainability of this growth [14]. - The company announced a substantial dividend payout of 4.50 yuan per 10 shares, totaling approximately 195 million yuan, which is 68.4% of its net profit excluding non-recurring items, benefiting major shareholders significantly [14].

Core Viewpoint - The "Serta Renewal Wonderful Season" event is set to take place from September 15 to October 8, 2025, featuring significant discounts and interactive experiences with popular comedians across eight cities [1][3][5]. Group 1: Event Details - The event will offer extensive discounts on a wide range of products, including mattresses, bed frames, home textiles, and smart beds, enhancing customer satisfaction [3][9]. - Eight beloved comedian actors will participate in the event, providing opportunities for fans to interact with them in person [3][5]. - The event aims to create a lively atmosphere, transforming the experience into a "wonderful season" filled with joy and comfort [5][9]. Group 2: Product Features - The Serta smart bed is highlighted for its advanced technology that caters to various sleep needs, including adjustable angles for different activities and real-time sleep monitoring [7]. - Customers will have the chance to experience the "same model" smart bed at the event and can purchase it to enhance their nightly sleep experience [7][9]. Group 3: Promotional Offers - The event includes a "buy one, get one" promotion for specific bed sets, allowing customers to upgrade multiple bedrooms simultaneously [11]. - A 99 yuan renewal card will provide access to benefits worth 5681 yuan, including discounts and exclusive offers during the event [11].

Core Viewpoint - Mousse Health Sleep Co., Ltd. is facing allegations from several distributors regarding profit manipulation and management practices, which the company denies, asserting compliance with accounting standards and audit approvals [1][2]. Financial Performance - In the first half of 2025, Mousse reported revenue of 2.478 billion yuan, a decrease of 5.76% year-on-year, and a net profit of 358 million yuan, down 4.14% year-on-year [2][3]. - The mattress segment saw a slight revenue increase of 1.25% to 1.256 billion yuan, while revenues from bed frames, sofas, bedding, and other products declined [2][3]. Business Operations - The company has approximately 5,300 offline specialty stores through distribution channels, indicating a reduction of about 300 stores over the past year [4]. - Mousse's distribution model is crucial for expanding its marketing and service networks, but it also presents management challenges due to the dispersed nature of its distributors [4]. Investment Projects - The "East China Health Bedding Production Line Construction Project" has not yet achieved the expected benefits, with production capacity gradually being released [4][5]. Market Performance - As of the afternoon of the 19th, Mousse's stock price was 27.89 yuan per share, with a total market capitalization of 12.134 billion yuan, reflecting a decline of 16.78% since the beginning of 2025 [5].

Core Viewpoint - Mousse Health Sleep Co., Ltd. is facing renewed allegations from distributors regarding profit exploitation and financial misconduct, with previous complaints surfacing in 2021 and 2023, raising concerns about the company's operational integrity and reliance on its distribution model [1][17][19]. Group 1: Distributor Complaints - Several distributors from Jiangsu and Chongqing have accused Mousse of requiring regular store renovations, imposing various fines categorized as "off-balance income," and manipulating profit figures [1][3][10]. - A distributor reported a loss exceeding 10 million yuan due to Mousse's practices, which include monopolizing store decoration contracts and enforcing strict compliance with renovation schedules [4][8]. - Complaints also highlight that Mousse forces distributors to purchase new products under threat of penalties, leading to financial strain on the distributors [8][10]. Group 2: Company Response - Mousse has denied the allegations, asserting that all claims are unfounded and that the company operates within legal and accounting standards, with its financial reports receiving unqualified opinions from auditing firms [1][17]. - The company emphasizes its commitment to treating distributors as strategic partners and aims for mutual growth [17]. Group 3: Financial Performance and Business Model - Mousse's revenue heavily relies on its distribution model, with 74.13% of its revenue in 2024 coming from distributors, amounting to approximately 4.15 billion yuan [1][21]. - The company reported a slight increase in total revenue from 5.58 billion yuan in 2023 to 5.60 billion yuan in 2024, indicating a 0.43% growth [21]. - The furniture manufacturing segment remains the primary revenue source, contributing 98.56% of total revenue, with mattress sales alone accounting for 47.81% [21][22].

Summary of Mousse Co. Conference Call Company Overview - Mousse Co. is focusing on high-end and youth-oriented product strategies to expand its market reach and attract a broader consumer base [2][4] - The company is leveraging cost scale effects and expense sharing to enhance profitability [2][5] Industry Insights - The Chinese mattress market had a size of approximately 70.8 billion yuan in 2020, with a compound annual growth rate (CAGR) of 1.9% over the past 15-20 years [2][6] - The mattress industry is characterized by low concentration, with the top three companies holding only 16% of the market share as of 2021 [6] Competitive Positioning - Mousse's core mattress pricing is positioned higher than brands like Xilinmen and Kuka, but lower than premium brands like Serta and Tempur [7] - The company aims to attract high-end customers through innovative products like AI mattresses, which enhance product value and meet consumer demands for health monitoring [5][7] Revenue Growth Potential - Mousse is expected to achieve revenue growth by continuously expanding its consumer base and product offerings, including the introduction of AI mattresses [4] - The company is actively developing e-commerce channels, achieving a compound annual growth rate of 25.5% from 2018 to 2023 [8] Product and Category Expansion - Mousse is expanding its product range beyond mattresses to include bed frames, bedding, and sofas, catering to one-stop shopping needs and increasing average order value [10] - The introduction of bedroom and whole-home furniture packages is aimed at enhancing overall revenue [10] Profitability Strategies - The company is addressing profit margin pressures through business structure reforms and SKU simplification, with Q2 2023 marking a turning point for profitability improvement [3][11] - Mousse is benefiting from a decrease in raw material prices and the release of scale effects, which are expected to improve overall profit margins [11] Expense Management - The company is experiencing significant impacts on profit recovery from expense management, particularly through the sharing of fixed costs as revenue scales up [12][13] - Mousse's future profitability is expected to improve as advertising and promotional expenses decrease, similar to the trajectory observed in Boss Electric [12][14] Long-term Outlook - Mousse has substantial potential for profit margin improvement by following a growth path similar to Boss Electric, focusing on channel expansion and consumer coverage [14]

Core Insights - The company reported a revenue decline of 5.76% year-on-year to 2.478 billion yuan in the first half of 2025, with a net profit attributable to shareholders decreasing by 4.14% to 358 million yuan [2] - The overall demand in the home furnishing industry remains weak due to a deep adjustment in the real estate market and sluggish domestic consumption [2] - The mattress category remains the largest revenue contributor, with a 1.25% increase in revenue to 1.256 billion yuan, accounting for 50.69% of total revenue [2] Financial Performance - The company's net profit excluding non-recurring items fell by 20.97% to 285 million yuan [2] - Gross margins for mattresses and bed frames increased slightly, with mattress gross margin rising by 1.79% to 63.55% and bed frame gross margin increasing by 1.56% to 49.35% [3] - The furniture manufacturing industry experienced a revenue decline of 5.81% and a cost decline of 6.61%, with a slight gross margin increase of 0.42% [4] Market Segmentation - Domestic market revenue decreased by 7.71% to 2.369 billion yuan, representing 95.60% of total revenue, while the overseas market saw a significant increase of 73.97% to 109 million yuan, accounting for 4.40% [6] - The company operates through a multi-channel sales strategy, primarily relying on distributors, with a presence in major retail locations and direct stores in cities like Beijing, Shanghai, and Hong Kong [6] Store Operations - The company reduced its number of offline stores from 5,700 to over 5,300 in the past year, averaging a closure of more than one store per day [6] - The company is optimizing its traditional channel by enhancing core store locations and focusing resources on high-traffic areas [6]

Financial Performance - In the first half of 2025, the company achieved a revenue of 2.478 billion CNY, a decrease of 5.76% year-on-year [2] - The net profit attributable to shareholders was 358 million CNY, representing a year-on-year increase of 3.35% [3] - The comprehensive gross margin for the first half of 2025 was 51.90%, an increase of 0.64 percentage points year-on-year [3] Revenue Breakdown By Product Category - Revenue from mattresses, bed frames, sofas, bedding, and others was 1.256 billion, 695 million, 176 million, 116 million, and 194 million CNY respectively, with year-on-year changes of 1.25%, -10.68%, -15.64%, -22.23%, and -7.97% [3] By Sales Channel - Revenue from distribution, e-commerce, direct supply, direct sales, and others was 1.860 billion, 471 million, 85 million, 16 million, and 46 million CNY respectively, with year-on-year changes of -2.79%, -14.07%, 7.49%, -66.73%, and 11.65% [3] By Region - Domestic and overseas revenue was 2.369 billion and 109 million CNY respectively, with year-on-year changes of -7.71% and 73.97% [3] AI Product Development - AI mattress revenue in the first half of 2025 was 121 million CNY, with a focus on traditional distribution channels and high-traffic core business districts for store placements [4] - The company plans to release new collaborative products in the second half of the year [4] E-commerce Performance - E-commerce revenue was 471 million CNY, a year-on-year decline of 14.07%, with a gross margin of 51.22%, down 1.63 percentage points [4] - Cross-border e-commerce revenue grew by 91.88% year-on-year [4] Overseas Business Strategy - Overseas revenue reached 109 million CNY, a year-on-year increase of 73.97%, focusing on Southeast Asia and major platforms like Wayfair and Amazon [5] National Subsidy Impact - National subsidy-related revenue exceeded 300 million CNY in the first half of 2025, significantly boosting performance in March and April [6] Customer Service and Membership Growth - The company launched the "Musi Gold Manager 4.0" service system, achieving over 3.92 million registered members by the end of the reporting period [7] Dividend Policy - The proposed dividend for the first half of 2025 is 4.5 CNY per 10 shares (tax included), emphasizing a commitment to stable and continuous returns for investors [8]

Company Overview - Mousse Co., Ltd. is primarily engaged in the research, development, production, and sales of health sleep systems, including mattresses and bed frames [1] - The company operates within the home light industry sector and has a business presence across multiple provinces and cities in China [1] Recent Developments - As of August 12, 2025, Mousse's stock price closed at 32.05 yuan, reflecting a decrease of 0.87% from the previous trading day [1] - The company announced a temporary shareholders' meeting scheduled for August 13 to review the proposal for capital reserve conversion into share capital for the fiscal year 2024 [1] - Mousse will launch its 17th Global Sleep Culture Journey on August 18, with its AI smart mattress set to be tested in extreme cold conditions aboard the polar research icebreaker "Xuelong" [1] Market Activity - On August 12, the main funds experienced a net outflow of 1.2007 million yuan, with a cumulative net outflow of 5.0437 million yuan over the past five trading days [2]

Group 1 - The stock price of Mousse Co., Ltd. closed at 32.30 yuan on August 8, 2025, with an increase of 0.25 yuan, representing a rise of 0.78% [1] - The trading volume on that day was 5,576 hands, with a transaction amount of 18 million yuan and a turnover rate of 0.68% [1] Group 2 - Mousse Co., Ltd. is primarily engaged in the research, production, and sales of health sleep systems, including mattresses, bed frames, and bedding [1] - The company has established one national CNAS laboratory and three provincial-level research and development platforms, accumulating a total of 3,589 intellectual property rights [1] Group 3 - Recent developments include the implementation of the national standard for "Smart Beds" on August 1, which sets regulations on product safety and intelligent performance [2] - On August 7, the company announced plans to resolve equity distribution issues caused by share repurchase and cancellation through a capital reserve transfer, expected to be completed by August 21 [2] - The total guarantee amount for the company's wholly-owned subsidiary is 1.68 billion yuan, accounting for 37.19% of the audited net assets for the year 2024 [2] Group 4 - On August 8, the net inflow of main funds was 273,000 yuan, while there was a net outflow of 6.9931 million yuan over the past five days [2]