Investment Rating - The report initiates coverage with an OUTPERFORM rating for Sichuan Baicha Baidao Industrial (2555 HK) [1][2]. Core Insights - The company is experiencing business optimization driven by product innovation, with visible results from recent reforms [1][4]. - The current share price is HK$6.72, with a target price set at HK$9.30, indicating a potential upside [2]. - The company has a market capitalization of HK$9.93 billion (approximately US$1.28 billion) and has seen a significant decline in stock price over the past year [2][3]. Financial Performance - Revenue projections for 2025-2027 are Rmb 55.9 billion, 60.0 billion, and 65.5 billion respectively, with net profit estimates of Rmb 8.4 billion, 9.5 billion, and 10.8 billion [5]. - The company reported a revenue of Rmb 4.918 billion in 2024, with a 14% year-on-year decline, but is expected to recover with a 14% growth in 2025 [5][21]. - The gross profit margin is projected to improve from 31.2% in 2024 to 33.1% by 2027 [5]. Business Model and Market Position - Sichuan Baicha Baidao is recognized as the third-largest ready-to-drink tea brand in China, holding an 8% market share based on GMV in 2023 [3][7]. - The company has expanded its store count to 8,465 globally, with 8,444 stores in China and 21 overseas [3][7]. - The brand has shifted its focus from supply-driven to demand-driven product development, significantly increasing the number of new product launches [4][13]. Strategic Adjustments - The company has implemented a dual-team approach in R&D to enhance product innovation, resulting in 55 new products launched in the first half of 2025 [4][27]. - Marketing strategies have transitioned from passive to proactive, with increased advertising expenditures leading to higher brand visibility [4][30]. - Operational adjustments include optimizing the franchise system and enhancing supply chain capabilities, which have contributed to improved store performance [4][51]. Market Trends - The ready-to-drink beverage industry in China is entering an adjustment phase after years of rapid growth, with major brands focusing on internal improvements and exploring new product categories [14][19]. - The mid-priced beverage segment is particularly competitive, with a significant market share and a growing number of brands emerging [19]. Future Outlook - The company is expected to benefit from regulatory changes that promote industry standardization and compliance, potentially increasing its market share [5]. - Plans to introduce new product categories, such as coffee, are underway to further enhance sales performance [50].