Investment Rating - The report initiates coverage with a "Buy" rating for the company [12]. Core Insights - Miaokelan Duo has transitioned from a niche product leader to an industry trendsetter, focusing on cheese products while optimizing its product structure to enhance profitability [3][10]. - The company is expected to enter a phase of dual improvement in revenue and profit, driven by a higher proportion of high-margin cheese business and cost reductions [10]. Summary by Sections Company Overview - Miaokelan Duo, formerly Guangze Dairy, has been deeply engaged in the cheese sector since 2007 and has established itself as a leading player in China's C-end cheese market [6][19]. - The company has integrated with Mengniu Dairy to strengthen its competitive advantage and is expanding its product offerings across various cheese categories [6][19]. Market Development - The cheese market in China is projected to reach approximately 20.9 billion yuan by 2024, with a CAGR of 14.89% from 2010 to 2024 [8][45]. - Despite a recent decline in C-end product sales due to market fluctuations, the cheese stick product line is stabilizing, indicating potential for future growth [8][10]. Product and Capacity Strategy - The company has a comprehensive product matrix covering various cheese types, with a focus on cheese sticks leading the market [9][28]. - Miaokelan Duo operates five modern production bases across China, ensuring robust capacity to meet market demands [9][28]. Financial Performance - In 2024, the company reported total revenue of 4.844 billion yuan, a slight decrease of 8.99% year-on-year, while net profit surged by 89.16% to 114 million yuan [20]. - The cheese business accounted for 77.56% of total revenue, reflecting a strategic focus on high-margin products [24]. Shareholder Empowerment and Incentives - The company has introduced a dual-track incentive mechanism for its core team, including stock options and employee stock ownership plans, to align interests with shareholders [6][37]. - The incentive plan sets ambitious revenue and profit targets for the next three years, reinforcing the commitment to growth [37][38].

Core Viewpoint - The article discusses the recent backlash against Sam's Club in China due to its product selection changes, highlighting a clash between consumer expectations and the brand's strategy, reflecting broader issues of national identity and consumer trust in domestic brands [4][10][12]. Group 1: Sam's Club's Product Strategy - In July, Sam's Club removed several popular domestic products, replacing them with more common brands, leading to dissatisfaction among its members who felt disrespected [6][10]. - The membership fees for Sam's Club, which amount to at least 1.3 billion RMB annually from over 5 million members, are seen as a ticket to a premium shopping experience that is now perceived as compromised [6][12]. - The backlash is not just about product quality but also about the perceived betrayal of consumer trust and the value proposition of being a member [20][23]. Group 2: Consumer Sentiment and National Identity - The article highlights a growing anxiety among Chinese middle-class consumers regarding their national identity and the quality of domestic products, as they grapple with the perception that local brands are inferior [31][38]. - Despite advancements in product quality and safety in the domestic market, historical trust issues still linger, particularly among older consumers who experienced past quality failures [38][39]. - Younger consumers, however, show increasing trust in domestic brands, indicating a shift in sentiment that could reshape the market landscape [39][40]. Group 3: Industry Dynamics and Competitive Landscape - The success of competitors like Pang Donglai, which emphasizes transparency and high-quality service, has raised consumer expectations and challenged Sam's Club's traditional value proposition [24][25]. - The article suggests that the retail landscape in China is evolving, with a push towards quality and trust that transcends membership models, potentially diminishing the exclusivity of Sam's Club [25][42]. - The need for brands to resonate with consumer values and perceptions is emphasized, suggesting that the future of retail will depend on quality and accessibility rather than exclusivity [42][43].