Core Viewpoint - Since 2025, Chinese factories have gained popularity on overseas platforms, with a significant increase in foreign consumers visiting to select products, particularly in the furniture industry [1][3]. Group 1: Market Expansion - Many furniture companies are utilizing overseas social media platforms for live factory tours and short video promotions to attract customers [3]. - A furniture buyer platform in Foshan, Guangdong reported over 20 million views on their videos in the past three months, with a 30% monthly increase in overseas customer numbers, primarily from Southeast Asia [3]. - The number of countries eligible for China's 240-hour visa-free transit policy has increased to 55, facilitating easier access for overseas customers [5]. Group 2: Customer Experience - Foreign customers are increasingly visiting China for furniture purchases, often combining their trips with tourism and culinary experiences [7]. - Furniture companies are enhancing their services, offering a "one-stop" experience that includes product matching, factory tours, quality inspections, and logistics support [9]. - The consultation volume for furniture purchases has tripled in the first half of 2025, indicating a growing interest from overseas clients [10]. Group 3: Growth in Orders - The Asian market has seen approximately 40% growth in demand for furniture, driven by innovative designs and a wide variety of choices [12]. - Many furniture companies in Foshan are actively hiring and ramping up production to meet the increasing orders from overseas markets, particularly from Singapore and India [14][15]. - In the first seven months of 2025, Foshan's furniture export value reached 10.64 billion yuan, a year-on-year increase of 1.7%, with notable growth in exports to the Middle East and ASEAN regions [16].

在2025年美国拉斯维加斯家具及家居装饰展上，"关税"成为展会最受关注的热词之一。多家参展企业接 受新华社记者采访时表示，美国关税政策持续冲击全球家居产业链，导致企业经营成本攀升、消费者负 担加重。在贸易壁垒升级、不确定性上升的背景下，许多企业面临经营困境，未来发展出路难谋。 对于高度依赖特定原材料和传统工艺的企业而言，转移生产地几乎无解。加利福尼亚州高端瓷器家居品 牌"传奇口音"公司代表汤姆·阮（音）告诉记者，所有产品均依赖"独特的瓷土和经验丰富的工艺师，无 法复制也无法转产"。面临进口关税压力，公司只能适度提价，与消费者分摊成本。"持续上调的关税给 企业经营带来沉重负担，也推高了消费者成本，形成'企业亏损、消费者买单、市场缩水'的三输局 面"。 洛杉矶地区的家居品牌"莉莉的生活"也面临类似困境。公司首席执行官兼设计师权莉莉告诉记者，品牌 主打传统木质与陶瓷家具，"无法替代产地或压缩成本"。关税上调后，公司通过设置附加费用转嫁了 5%至10%的成本。 美国总统特朗普近日已致信多国领导人，宣布自8月1日起对这些国家征收新关税。他此前将"对等关 税"政策的执行期限从7月9日推迟至8月1日。美国商务部长卢特尼克7 ...

Core Viewpoint - The company faces performance pressure due to a deep adjustment in the real estate industry, leading to mixed results in revenue and profit for 2024 [2][3]. Financial Performance - The company reported a revenue of approximately 8.73 billion yuan, a year-on-year increase of 0.59%, while net profit attributable to shareholders was about 322 million yuan, a decline of 24.84% [2]. - Operating cash flow decreased by 37.2% to approximately 787 million yuan, and basic earnings per share fell by 23.42% to 0.85 yuan [2]. - Revenue from soft beds and related products dropped by 8.39% to 2.44 billion yuan, and sofa business revenue decreased by 6.55% to 719 million yuan [2][3]. Market Segmentation - The company's export business grew significantly, accounting for 25% of total revenue, with a year-on-year increase of 27.46%, while domestic market revenue declined by 7.25 percentage points [2]. - In 2024, domestic and foreign market revenues were approximately 6.47 billion yuan and 2.13 billion yuan, respectively, with domestic revenue down 6.4% and foreign revenue up 27.46% [3]. Cost Structure - The company experienced an increase in "three expenses" (sales, management, and financial expenses), with total expenses reaching 1.87 billion yuan, 463 million yuan, and 309 million yuan, respectively, marking increases of 6.35%, 9.59%, and 164.95% [4]. - The rise in expenses was attributed to increased brand promotion, online sales costs, employee compensation, and interest expenses [4]. Industry Dynamics - The mattress industry in China is characterized by a large number of small companies, with increasing competition among leading brands [5]. - The company is focusing on the sleep technology sector, transitioning from traditional manufacturing to technology-driven products, aiming for differentiation [5][6]. Future Strategy - The company plans to deepen its focus on the sleep technology sector, enhancing sales capabilities, quality control, cost reduction, and innovation [6]. - The mattress industry is expected to accelerate towards smart and health-oriented products, driven by consumer demand for technology and personalized experiences [6].

Investment Rating - The report maintains a "Buy" rating for the company [7] Core Insights - The company reported a revenue of 1.73 billion in Q1 2025, showing a year-on-year decrease of 1.76%, while the net profit attributable to the parent company was 71 million, down 4.02% [1] - The retail segment demonstrated strong e-commerce growth, with online retail revenue increasing by 29.1% to 390 million, while offline retail revenue decreased by 5.8% to 650 million [2] - The company is focusing on AI sleep technology, collaborating with Tsinghua University to enhance its product offerings [4] - Financial metrics indicate a gross margin of 33.44%, with an increase in operating expenses [5] Summary by Sections Revenue and Profitability - In Q1 2025, the company achieved a revenue of 1.73 billion, with a net profit of 71 million and a non-recurring net profit of 60 million, reflecting a decline of 4.02% and 19.31% respectively compared to the previous year [1] Retail Segment Performance - The retail business generated 1.08 billion in revenue, with online sales growing by 29.1% to 390 million, while offline sales fell by 5.8% to 650 million [2] Manufacturing and Overseas Operations - The OEM business reported a revenue of 480 million, with international sales at 360 million, showing a growth of 2.8% [3] - The cross-border e-commerce segment saw a revenue decline of 22.9% to 60 million due to strategic adjustments [3] Product Categories - Mattress revenue reached 1.13 billion, up 10% year-on-year, with proprietary brand mattresses contributing 770 million, an 18% increase [4] Financial Metrics - The gross margin stood at 33.44%, with an increase in operating expenses, including a rise in sales and financial expense ratios [5] - The company is projected to achieve revenues of 9.46 billion, 10.26 billion, and 11.15 billion for 2025, 2026, and 2027 respectively, with net profits expected to grow significantly [6]

Investment Rating - The investment rating for the company is "Buy" (maintained) [7] Core Views - The company reported a revenue of 8.729 billion (up 0.59% year-on-year) and a net profit attributable to shareholders of 322 million (down 24.84% year-on-year) for the year 2024. The fourth quarter of 2024 saw a revenue of 2.753 billion (up 5.51% year-on-year), but the net profit was negative at -53 million, primarily due to a decline in gross margin and increased operating expenses [1][5][12]. Summary by Sections Retail Segment - The retail segment achieved a revenue of 5.530 billion (down 4.7% year-on-year) for 2024, with a notable growth of 10.2% in Q4. The offline retail business, which is the core of the company's operations, generated 3.010 billion (down 10.8% year-on-year) in 2024, while online retail revenue reached 1.980 billion (up 9.9% year-on-year) [2][4]. OEM & Overseas Segment - The OEM business generated 2.550 billion (up 9.2% year-on-year) in 2024, with international business contributing 1.850 billion (up 24.5%). The cross-border e-commerce segment reported a revenue of 290 million (down 11.6%) due to operational strategy adjustments [3][4]. Product Categories - The mattress category saw a revenue of 5.270 billion (up 5% year-on-year), while wooden furniture experienced significant growth with a revenue of 167 million (up 27%) [4]. Financial Metrics - The gross margin for 2024 was 33.67% (down 0.70 percentage points), with Q4 gross margin at 30.03% (down 4.68 percentage points). The operating expense ratio for 2024 was 28.94% (up 1.6 percentage points) [5][12]. Profit Forecast and Valuation - The company is expected to achieve revenues of 9.458 billion, 10.263 billion, and 11.151 billion for 2025, 2026, and 2027 respectively, with corresponding net profits of 519 million, 587 million, and 656 million [12][14].