Core Viewpoint - Mercury Home Textile is a leading company in the domestic home textile industry, focusing on mid-to-high-end home textile products with a strong brand influence and high quality [1] Group 1: Business Performance - In Q3 2025, Mercury Home Textile reported revenue of 2.976 billion yuan, ranking 2nd in the industry, surpassing the industry average of 1.512 billion yuan and the median of 1.099 billion yuan, while the industry leader, Luolai Life, achieved 3.385 billion yuan [2] - The net profit for the same period was 232 million yuan, also ranking 2nd in the industry, exceeding the industry average of 152 million yuan and the median of 160 million yuan, with Luolai Life leading at 340 million yuan [2] Group 2: Financial Ratios - As of Q3 2025, the company's debt-to-asset ratio was 20.42%, an increase from 19.78% year-on-year, but still below the industry average of 29.39% [3] - The gross profit margin for the same period was 44.18%, up from 41.42% year-on-year, and higher than the industry average of 39.88% [3] Group 3: Management and Shareholder Information - The chairman and president, Li Yulu, received a salary of 1.38 million yuan in 2024, an increase of 240,000 yuan from 2023 [4] - As of September 30, 2025, the number of A-share shareholders increased by 11.99% to 8,501, while the average number of circulating A-shares held per account decreased by 10.10% to 30,600 [5] Group 4: Business Strategy and Market Position - The company has seen a significant improvement in performance due to a rise in gross profit margin, driven by a "big single product" strategy and the upgrade of offline stores to "Mercury STARZHOME" [5] - The company is actively expanding into the smart home textile sector, launching products like smart pillows, and maintaining a strong position in the home textile market through a combination of direct sales and franchise models [5]

Investment Rating - The investment rating for the company is "Buy" [1] Core Insights - The company's performance in Q3 2025 exceeded expectations, primarily due to a significant increase in gross margin driven by improved online discounts [2] - For the first three quarters of 2025, the company's revenue, net profit attributable to the parent, and net profit excluding non-recurring items were CNY 2.976 billion, CNY 232 million, and CNY 185 million, respectively, representing year-on-year growth of 10.91%, 10.74%, and 0.08% [2] - The gross margin for Q3 2025 was 44.7%, a year-on-year increase of 4.2 percentage points, while the net profit margin was 8.6%, up 1.4 percentage points [3] Summary by Sections Revenue and Profitability - Q3 2025 revenue was CNY 1.054 billion, with a year-on-year growth of 20.19%, while net profit attributable to the parent was CNY 91 million, growing by 43.18% [2] - The increase in gross margin was attributed to the company's focus on core products and an effective large product strategy [3] Inventory and Cash Flow - Inventory decreased to CNY 1.142 billion, down 5.5% year-on-year, and inventory turnover days reduced by 11 days to 175 days [4] - Operating cash flow for the first three quarters was CNY 8 million, with an increase in accounts receivable impacting cash flow [2][4] Investment Recommendations - The company continues its "large product" strategy, which is expected to drive product optimization and gross margin improvement [5] - The company has upgraded its offline store image, which is anticipated to enhance store performance [5] - Revenue forecasts for 2025-2027 have been raised to CNY 4.582 billion, CNY 4.917 billion, and CNY 5.282 billion, respectively, with net profit forecasts adjusted to CNY 431 million, CNY 487 million, and CNY 549 million [5]

Investment Rating - The report maintains a "Buy" rating for the company, indicating an expected relative return of over 20% within the next six months [4][16]. Core Views - The company is expected to benefit from government subsidies aimed at boosting home textile sales, particularly through online channels [2][4]. - The company is focusing on optimizing its product structure and developing high-quality products, which is anticipated to improve sales margins in the e-commerce channel [3][4]. - The financial forecasts for 2025-2027 have been adjusted, with projected revenues of 44 billion, 47 billion, and 49 billion respectively, and net profits of 3.9 billion, 4.1 billion, and 4.3 billion [4][8]. Financial Performance Summary - For Q1 2025, the company reported revenue of 900 million, a year-on-year increase of 1%, and a net profit of 90 million, a decrease of 4% year-on-year [1]. - In Q4 2024, the company achieved revenue of 1.5 billion, a 4% increase year-on-year, and a net profit of 160 million, a 24% increase year-on-year [1]. - The annual revenue for 2024 was 4.2 billion, a slight decrease of 0.42% year-on-year, with a net profit of 400 million, down 3% year-on-year [1]. Product Development and Innovation - The company is committed to developing high-quality products, including an ergonomically designed pillow that has received multiple certifications and patents [3]. - The company has upgraded its flagship product, the "ice cream quilt," to the 5.0 and 5.0 Pro series, which exceeds national standards for cooling performance [3]. - Collaborations with popular IPs such as Hello Kitty and others have enhanced the brand's reputation and product value [3].

Investment Rating - The report maintains a "Buy" rating for the company, indicating an expected relative return of over 20% within the next six months [4][16]. Core Views - The company is expected to benefit from government subsidies aimed at boosting home textile sales, particularly through online channels [2][4]. - The company is focusing on optimizing its product structure and developing high-quality products, which is anticipated to improve sales margins in the e-commerce channel [3][4]. - The financial forecasts for 2025-2027 have been adjusted, with projected revenues of 44 billion, 47 billion, and 49 billion respectively, and net profits of 3.9 billion, 4.1 billion, and 4.3 billion [4][8]. Financial Performance Summary - In Q1 2025, the company reported revenue of 900 million, a year-on-year increase of 1%, and a net profit of 90 million, a decrease of 4% year-on-year [1]. - For Q4 2024, revenue was 1.5 billion, up 4% year-on-year, with a net profit of 160 million, reflecting a 24% increase [1]. - The annual revenue for 2024 was 4.2 billion, a slight decrease of 0.42% year-on-year, with a net profit of 400 million, down 3% [1]. Product Development and Innovation - The company is committed to developing high-quality products, including an ergonomically designed pillow that has received multiple certifications and patents [3]. - The flagship product, the "ice cream quilt," has undergone significant material and technology upgrades, enhancing its cooling properties and breathability [3]. - The company is expanding into the smart home textile sector with products like smart pillows and mattresses, leveraging its R&D capabilities [3]. Dividend and Shareholder Returns - The company plans to distribute a cash dividend of 9 yuan per 10 shares (including tax), totaling 360 million, resulting in a payout ratio of 97% [1].

Investment Rating - The investment rating for the company is "Buy" [1] Core Views - The report highlights that the company's gross margin has improved, driven by the e-commerce sector and the ongoing development in smart home textiles [6][7] - The company has faced challenges in revenue growth, with a slight decline in overall income and net profit in 2024 compared to the previous year [2][3] - The company is actively upgrading its product lines and expanding into the smart home textile market, which is expected to contribute to future revenue growth [6][7] Summary by Sections Financial Performance - In 2024, the company's revenue was 4.193 billion, with a net profit of 367 million, reflecting a year-on-year decline of 0.42% and 3.28% respectively [2] - The operating cash flow for 2024 was 516 million, showing a year-on-year increase of 4.58% [2] - For Q1 2025, the revenue was 926 million, with a net profit of 90 million, indicating a year-on-year growth of 1.20% but a decline in net profit compared to the previous year [2] Product and Revenue Breakdown - In 2024, revenue from different product categories showed mixed results, with bedding and quilts experiencing a decline, while other categories like pillows saw growth [3] - E-commerce revenue decreased by 3.75%, while other channels like franchises and direct sales also faced challenges [3] - Regional performance indicated strong growth in Northeast and Central China, with international sales also showing a significant increase [3] Margin Analysis - The gross margin for 2024 was 41.40%, an increase of 1.36 percentage points year-on-year, while the net margin decreased to 8.74% [4] - In Q1 2025, the gross margin improved to 43.9%, but the net margin fell to 9.7% due to increased sales expenses [4] Inventory and Cash Flow - As of the end of 2024, inventory increased to 1.012 billion, with a turnover period of 145 days [5] - Accounts receivable and payable showed a decline, indicating improved cash flow management [5] Investment Recommendations - The company is expected to continue its "big product" strategy, enhancing product structure and investing in new materials, which should support margin improvement [6] - The introduction of smart home textile products is anticipated to create new revenue streams [7] - The revenue forecasts for 2025 and 2026 have been adjusted downwards, but the long-term outlook remains positive with expected EPS growth [7]