Investment Rating - The investment rating for the company is "Outperform the Market" [2] Core Insights - The company, MLILY, is a leading manufacturer of memory foam mattresses, focusing on enhancing deep sleep for consumers. It has established a strong presence in over 110 countries, including the US, UK, and Japan, and is recognized for its innovative "zero pressure" mattress concept [8][9] - The company is expected to face short-term challenges but is positioned for recovery and growth in the coming years, with projected revenue growth and profitability improvements starting in 2025 [6][9] Financial Performance and Forecast - Revenue for 2022 was 8017 million yuan, with a slight decline to 7976 million yuan in 2023. Forecasts indicate a recovery to 8670 million yuan in 2024, 9567 million yuan in 2025, and 10318 million yuan in 2026, reflecting year-on-year growth rates of 8.7%, 10.3%, and 7.8% respectively [7][11] - Net profit is projected to turn from a loss of 152 million yuan in 2024 to a profit of 234 million yuan in 2025 and 282 million yuan in 2026, indicating a significant turnaround [7][11] - The company’s gross margin is expected to stabilize around 38.9% in 2025 and 2026, with improvements in operational efficiency [7][11] Business Segments - The company operates through three main business segments: 1. **Store Sales**: Expected to generate 2603 million yuan in 2024, with a slight recovery in subsequent years [10][11] 2. **Online Sales**: Anticipated to grow significantly, with projected revenues of 1787 million yuan in 2024, increasing to 2756 million yuan by 2026 [10][11] 3. **Bulk Sales**: Expected to see steady growth, with revenues forecasted at 4080 million yuan in 2024 and continuing to rise [10][11] Market Position and Competitive Advantage - The company is positioned to benefit from the recent US anti-dumping tax rulings, which may enhance its competitive advantage in the US market due to its local manufacturing capabilities [9] - The company is actively upgrading its store formats and expanding its online presence to capture a larger market share and improve customer engagement [10][11] Valuation - The company is valued based on a projected PE ratio of 15 to 18 for 2025, suggesting a reasonable price range of 6.98 to 7.39 yuan per share [8][9]