Core Viewpoint - Li Ning's performance in H1 2025 exceeded market expectations, with revenue growth driven by wholesale channels and professional products, despite challenges in certain categories [1][2] Financial Performance - In H1 2025, Li Ning achieved revenue of 14.82 billion yuan, a year-on-year increase of 3.3%, and a net profit attributable to shareholders of 1.74 billion yuan, a decrease of 11.0% [1] - The company plans to distribute an interim dividend of 870 million yuan, with a payout ratio of 50% [1] Channel Performance - Revenue from direct sales, wholesale, and e-commerce channels in H1 2025 was 3.38 billion yuan (-3%), 6.88 billion yuan (+4%), and 4.30 billion yuan (+7%) respectively, aligning with overall sales growth [1] - The running and training categories saw significant growth, each increasing by 15% year-on-year, while basketball and lifestyle categories continued to decline, with decreases of 20% and 7% respectively [1] Operational Metrics - Gross margin in H1 2025 was 50.0%, a slight decrease of 0.4 percentage points year-on-year, attributed to deeper discounts and a slight increase in e-commerce sales proportion [1] - Operating profit margin (OPM) was 16.5%, a decrease of 0.2 percentage points year-on-year, but still above market expectations [1] - Advertising and marketing expenses increased by 0.3 percentage points to 9.0% of revenue, with higher spending anticipated in H2 2025 [1] Product and Inventory Management - The inventory turnover ratio remained stable at approximately 4 months, with new products accounting for 82% of sales, a slight decrease of 1 percentage point year-on-year [2] - Professional products contributed over 60% to revenue, with improved discount rates and a sell-through rate maintained between 70%-80% [2] Future Outlook - The company is expected to achieve net profits of 2.59 billion yuan, 2.77 billion yuan, and 2.99 billion yuan for the years 2025-2027, with corresponding price-to-earnings ratios of 17, 16, and 15 times [2] - Increased brand promotion efforts are anticipated to seek growth amidst intensifying competition, with potential recovery in the basketball category due to new product launches [2]

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Views - The company reported a revenue of 14.82 billion yuan for H1 2025, representing a year-on-year increase of 3.3%, while the net profit attributable to shareholders was 1.74 billion yuan, down 11.0% year-on-year, slightly exceeding expectations. The company plans to distribute an interim dividend of 870 million yuan, with a payout ratio of 50% [2][4]. Summary by Sections Performance Overview - In H1 2025, the company's revenue reached 14.82 billion yuan, with a year-on-year growth of 3.3%. The net profit attributable to shareholders was 1.74 billion yuan, reflecting a year-on-year decline of 11.0%. The performance was slightly better than expected, and the company intends to distribute an interim dividend of 870 million yuan, maintaining a dividend payout ratio of 50% [2][4]. Channel Performance - Revenue from direct sales, wholesale, and e-commerce channels in H1 2025 was 3.38 billion yuan, 6.88 billion yuan, and 4.30 billion yuan, respectively, with year-on-year changes of -3%, +4%, and +7%. The running and training categories were the main drivers of revenue growth, while basketball and lifestyle categories continued to decline [6]. Operational Metrics - The overall operating profit margin (OPM) was 16.5%, slightly down by 0.2 percentage points year-on-year, but better than market expectations. The gross margin decreased by 0.4 percentage points to 50.0%. The company increased its advertising and marketing expenses, which accounted for 9.0% of revenue, up 0.3 percentage points year-on-year [6]. Future Outlook - The company is expected to achieve net profits of 2.59 billion yuan, 2.77 billion yuan, and 2.99 billion yuan for the years 2025, 2026, and 2027, respectively. The current price corresponds to price-to-earnings (P/E) ratios of 17, 16, and 15 times for the respective years [8].

Core Viewpoint - Li Ning's Q2 2025 operational performance shows mixed results, with adult sales under pressure due to a challenging consumption environment and store closures, while e-commerce sales growth has slowed compared to Q1 [1][2][3] Group 1: Sales Performance - Adult sales in Q2 2025 experienced low single-digit year-on-year growth, with offline channel sales declining low single digits and e-commerce sales growing in the mid-single digits [1] - Direct sales channels faced pressure with a year-on-year decline in Q2 2025, attributed to a significant number of store closures in the second half of 2024, resulting in 1,278 direct stores by the end of H1 2025, a net closure of 19 stores compared to the beginning of the year [1] - Wholesale channel sales grew low single digits year-on-year, with 4,821 wholesale stores by the end of H1 2025, indicating a stable performance and potential acceleration in store openings in the second half of the year [1] Group 2: E-commerce and Children's Segment - E-commerce sales growth in Q2 2025 slowed compared to Q1, attributed to a weaker overall sales performance during the 618 shopping festival, with Q2 e-commerce sales growing in the mid-single digits compared to low double digits in Q1 [2] - Li Ning's children's clothing segment, Li Ning YOUNG, is expected to outperform adult sales with steady growth, having 1,435 stores by the end of Q2 2025, a net closure of 33 stores since the beginning of the year [2] Group 3: Financial Outlook - The company is projected to have flat revenue growth in 2025, with a 21% decline in net profit attributable to shareholders, primarily due to increased marketing expenses [3] - Li Ning is focusing on product and marketing strategy optimization, including signing with the Olympic Committee for brand marketing, which may enhance brand influence [3] - The company aims to strengthen its core categories of running and basketball while expanding into other sports categories, which is expected to support long-term growth [3]

Investment Rating - The report maintains an "Outperform" rating for Li Ning [1][6][25] Core Views - Li Ning's second quarter performance aligns with expectations, with overall channel revenue showing low single-digit growth, while offline channels experienced a decline [6] - The company is actively managing risks in a challenging retail environment, with a focus on long-term stability [6] - Marketing efforts are expected to increase due to the endorsement of NBA player Yang Hanshen and the partnership with the Chinese Olympic Committee [6] Financial Data and Profit Forecast - Revenue projections for Li Ning are as follows: - 2023: 276 billion RMB - 2024: 287 billion RMB - 2025E: 288 billion RMB - 2026E: 301 billion RMB - 2027E: 312 billion RMB - Net profit forecasts are: - 2023: 31.9 billion RMB - 2024: 30.1 billion RMB - 2025E: 24.8 billion RMB - 2026E: 26.4 billion RMB - 2027E: 27.8 billion RMB - The expected PE ratios are 12 for 2023, 12 for 2024, 15 for 2025, 14 for 2026, and 13 for 2027 [5][6][16] Company Performance Insights - The inventory level is healthy, with a stock-to-sales ratio of approximately 4 months, although discount rates are under pressure due to weak industry demand [6] - Running and fitness categories are leading growth, while basketball products are experiencing a decline of over 20% [6] - The number of sales points for Li Ning (excluding Li Ning Young) is 6099, with a net increase of 11 stores in the second quarter [6] - The company plans to continue opening new stores in the second half of the year, maintaining its annual store opening plan [6]

Company Overview - The major shareholder, Everbright, announced an increase in its stake in Li Ning Company by acquiring 18.09 million shares for a total of HKD 275 million at an average price of HKD 15.20 per share [1] Business Performance - Li Ning's basketball business is under pressure, with retail sales expected to decline by 21% in 2024, accounting for 21% of the company's overall sales [1] - Despite the challenges, Li Ning continues to sponsor various basketball leagues and is focused on launching new products and technologies to maintain brand positioning [1] - The company signed a player who was selected 16th in the 2025 NBA Draft, marking the third Chinese player to be a first-round pick, which is expected to enhance brand visibility in the basketball sector [1] Strategic Initiatives - In the second quarter of 2025, Li Ning's brand is still facing pressure from a volatile market environment and intense competition, particularly in retail and discounting [2] - The company aims to innovate in core categories like running and basketball while increasing exposure and investment in sports like badminton and table tennis [2] - A contract with the Chinese Olympic Committee was completed at the end of April, which is anticipated to lead to more marketing events in the second half of 2025 [2] Shareholder Confidence - The major shareholder's increase in stake from January to June 2025 reflects confidence in Li Ning's "single brand, multiple categories, and multi-channel" core strategy [2] Financial Forecast - The earnings per share (EPS) forecast for 2025 and 2026 remains unchanged at CNY 0.92 and CNY 1.07, respectively, with the current stock price corresponding to 16 and 14 times the projected earnings for those years [2] - The target price is maintained at HKD 20.82, indicating a potential upside of 28% from the current stock price [2]

作者： 侃见财经 来源：侃见财经（lD：kanjiancaijing） 以下文章来源于侃见财经 ，作者侃见财经 侃见财经 . 看见不一样的财经！ 一则不及预期的业绩指引继续"拖累"股价。 2024年财报披露后，李宁股价持续走低，4月3日盘中，股价一度跌近3%，最低报15.16港元， 相较于3月份的高点，累计跌幅超22%。 如果拉长周期来看，2021年9月至今，李宁股价累计跌幅已高达84.8%，总市值蒸发超2200亿 港元。 消息面上，李宁在2024年年报中给出了远低于市场预期的2025年业绩指引：全年收入同比持 平，净利率为高单位数（2024年为10.5%）。这是七年以来最低盈利预期。 浦银国际研报指出，李宁短期的销售趋势在国产品牌中依然较弱，渠道库存仍然存在隐患，而其 较为激进地加大费用投入最终是否能转化为品牌力的提升与业绩的改善尚待时间来验证。 01 姗姗来迟的财报 李宁2024年财报姗姗来迟，是国产四大运动品牌中最后一家披露24年年报的企业。 财报显示，2024年，李宁实现营收286.76亿元，同比增长3.9%，毛利141.56亿元，同比增长 6.0%；归属于上市公司股东的净利润为30.13亿元，同比下 ...

Core Insights - In 2024, Li Ning reported a revenue increase of 3.9% to 28.676 billion yuan, while net profit attributable to shareholders decreased by 5.46% to 3.013 billion yuan, indicating a relatively stable performance compared to competitors like Anta Sports and Xtep International [1][2] - The company's management emphasized a strategy of "steady operation, solid foundation, and pragmatic development," aiming to balance growth and profitability [1][2][5] Financial Performance - Li Ning's revenue for 2024 reached 28.676 billion yuan, a 3.9% year-on-year increase, while net profit fell by 5.46%, a slight improvement from the previous year's decline of 21.58% [2] - The gross profit margin improved by 1 percentage point to 49.4%, although it remains lower than Anta Sports but higher than Xtep International and 361 Degrees [2][4] Business Strategy - The company is focusing on the running category, which saw a 21% growth in 2024, building on a 40% increase in 2023, while intentionally reducing investment in the basketball category due to a 21% decline in sales [3][5] - Li Ning's online sales grew by 10.27%, while direct operating income decreased by 0.35% due to store closures in underperforming locations [3][4] Inventory and Channel Management - Li Ning's inventory management has improved, with a stock turnover period of 64 days, significantly better than competitors [4] - The total number of sales points decreased to 7,585, with a net reduction of 83 stores, while the number of Li Ning YOUNG stores increased [4] Investment in Sports Resources - The company is increasing investment in sports resources, including a partnership with the Chinese Olympic Committee, to enhance brand recognition and product competitiveness [5][6] - Research and development expenditure rose to 676 million yuan, accounting for 2.4% of total revenue, reflecting a commitment to innovation [6] Future Outlook - Li Ning aims to maintain stable revenue and high single-digit net profit margins in 2025, with continued investment in brand building and core categories [6]

Investment Rating - The investment rating for the company is "Outperform the Market" [5][57]. Core Views - The company achieved a revenue growth of 3.9% to 28.68 billion yuan in 2024, with a gross margin improvement of 1 percentage point to 49.4% [1][9]. - The professional running shoe category led growth, with sales exceeding 10 million pairs, while the basketball category experienced a decline due to proactive shipment adjustments [2][24]. - The company plans to maintain stable revenue growth guidance for 2025, with a focus on increasing marketing resources and investments in R&D and talent for long-term growth [2][56]. Summary by Sections Financial Performance - In 2024, the company's revenue increased by 3.9% to 28.68 billion yuan, while net profit decreased by 5.5% to 3.01 billion yuan, aligning with expectations [1][9]. - The gross margin improved by 1 percentage point to 49.4%, driven by better discounting in e-commerce and direct sales channels [9][10]. - Operating cash flow increased by 12.4% to 5.27 billion yuan, with a dividend payout ratio of 50% [10][57]. Product Category Performance - Revenue growth rates by category were as follows: running (+25%), basketball (-21%), cross-training (+6%), and sports fashion (-6%) [2][24]. - The company’s major running shoe products, including "Ultra Light," "Red Rabbit," and "Flying Electric," sold over 10.6 million pairs [2][24]. Channel Performance - Revenue growth by channel was: wholesale (+2.6%), direct sales (-0.3%), and e-commerce (+10.3%) [2][18]. - The company maintained a healthy inventory turnover, with an inventory turnover period of 63 days [30][44]. Future Guidance - The management indicated that revenue growth for 2025 is expected to be flat, with a net profit margin in the high single digits [56][57]. - The company plans to increase investments in marketing and R&D to support long-term growth [56][57]. Valuation - The target price is maintained at 17.9-19.2 HKD, corresponding to a 2025 PE ratio of 17.2-18.5x [3][57].