丨证券研究报告丨 港股研究丨公司点评丨思摩尔国际（6969.HK） [Table_Title] 思摩尔国际 2025H1 点评：雾化主业修复趋势明 确，HNB 成长空间广阔，加大分红回馈股东 报告要点 [Table_Summary] 公司 2025H1 实现收入 60.13 亿元，同比+18%；期内溢利 4.92 亿元，同比-28%；经调整期内 溢利 7.37 亿元，同比-2%。拆分来看：1）2025H1 以股份为基础付款开支为 2.45 亿元；2） 2025Q2 期内溢利（结合 2025Q1 公告）约为 3.0 亿元，同比-13%。公司中期每股分红 0.2 港 元，分红总额约 12.4 亿港元，在上市五周年之际给予股东积极回馈。 分析师及联系人 [Table_Author] 蔡方羿 米雁翔 SAC：S0490516060001 SAC：S0490520070002 SFC：BUV463 请阅读最后评级说明和重要声明 %% %% %% %% research.95579.com 1 思摩尔国际（6969.HK） cjzqdt11111 事件评论 风险提示 [Table_Rank]投资评级 买入丨维持 [Tab ...

Glo Hilo 日本销售反馈积极，核心供应商思摩尔国际成长 空间广阔 20250824 摘要 思摩尔国际的新产品于 2025 年 6 月 9 日在日本宫城县首次发布。宫城县是英 美烟草上一代产品 Hyper Glow 最早推广的地区，同时也是 HMB 渗透率最高 的地区之一，达到 56%。思摩尔选择该地作为首发地具有代表性，因为高渗透 率意味着消费者对该品类较为熟悉，有助于加快新产品教育和推广。在上市初 期，通过广告宣传和各种推广活动逐步提高知名度，目前其产品已在仙台市的 大多数便利店中陈列，并且位置较为显眼，如全家、罗森和 new days 等主流 便利店。 日本各主要品牌的新型烟草产品有哪些差异化特点？ 日本主要品牌的新型烟草产品在设计理念上有明显差异化。例如，日本烟草公 司的 Pro 系列采用低温加热（约 280 度），符合当地消费者偏好清淡口味、低 雾量卷烟习惯；菲莫国际的 IQOS 则处于中间档次；而英美烟草与思摩尔合作 推出的 GLO Helo 系列则定位高温、大雾量、重口味。这些差异化设计使得各 品牌能够针对不同消费群体提供不同体验，从而避免直接竞争。 日本 HNB 市场渗透率全球领先，202 ...

Core Viewpoint - The article highlights the robust growth trend in the new tobacco industry, as evidenced by British American Tobacco's performance in the first half of 2025, particularly in the heated tobacco and new oral tobacco segments [1]. Group 1: Investment Recommendations - The global HNB (Heated Not Burned) industry is entering a new product lifecycle phase, with major brands actively engaging in market cultivation, leading to accelerated industry expansion [2]. - The vaping market faced challenges in the first half of 2025, with British American Tobacco's vaping business generating £737 million in revenue, a decrease of 15% year-on-year, primarily due to illegal products in the U.S. and Canada, as well as market dynamics in Europe and other regions [2]. - The company has exited markets like Malaysia and Saudi Arabia to improve investment returns, while the U.S. has seen a clearance of illegal disposable brand inventories, which will take time to impact the market [2]. Group 2: Performance Analysis - The overall performance of HNB products remained stable, with British American Tobacco's HNB business achieving £444 million in revenue, a slight increase of 1% year-on-year, and heated stick sales reaching 10.1 billion units, up 2% [3]. - The introduction of Glo Hilo has helped expand market share in trial regions, with a 1.5 percentage point increase in Glo's market share in Sendai [3]. - The new oral tobacco segment has shown significant growth, with revenue reaching £470 million, a 38% increase year-on-year, and sales volume of 5 billion pouches, up 42% [3]. - The U.S. market for new oral tobacco has surged, with a 206% increase in sales, and the Velo brand capturing a market share of 17% by July 2025, making it the fastest-growing brand in this category [3].

Group 1: Market Trends - The Hong Kong stock market is expected to continue its bull run in the second half of 2025, outperforming the A-share market, driven by sectors like innovative drugs, new consumption, and AI applications[4] - The overall increase in the Hong Kong stock market is attributed to the scarcity of certain assets, aligning with current industry development trends and better fundamentals, which may attract continued capital inflow from mainland investors[5] Group 2: Sector Analysis - The AI sector is leading the technological cycle upward, with significant growth potential for Hong Kong's tech assets, particularly in the AI industry chain, which includes model development and commercial applications[5] - The film industry has shown significant improvement, with a 49% increase in box office revenue week-on-week, and a year-on-year growth of 64.8% due to new releases during the summer season[11] Group 3: Economic Indicators - Real estate sales in 30 major cities have decreased by 20.8% year-on-year, with first-tier cities seeing a decline of 17.8%[10] - The average daily retail sales of passenger cars increased by 5.0% year-on-year, indicating a slight recovery in consumer demand despite rising inventory pressures among dealers[10] Group 4: Policy and Regulatory Environment - The U.S. and China have agreed to extend the tariff exemption period by 90 days, stabilizing trade relations temporarily[14] - Recent meetings have emphasized the need for macroeconomic policies to support economic recovery and stabilize the capital market, with a focus on promoting consumption and managing risks[16]

Investment Rating - The report maintains an "Outperform" rating for the light industry sector [6][10]. Core Insights - Recent financial reports from major overseas tobacco companies for H1 2025 show overall stable performance, with new tobacco products continuing to drive growth. British American Tobacco, Philip Morris International, and Japan Tobacco have all raised their annual forecasts [18]. Summary by Relevant Sections British American Tobacco (BAT) - For H1 2025, BAT reported revenues of £12.069 billion, a decrease of 2.2% year-on-year, with new tobacco products accounting for 13.7% of total revenue [2][19]. - The revenue from heated tobacco products was £440 million, showing a slight increase of 0.8%, while the revenue from new oral tobacco products surged by 38.1% to £470 million [20][21]. Philip Morris International (PMI) - PMI's Q2 2025 net revenue reached $10.14 billion, reflecting a year-on-year increase of 7.1%, with smoke-free tobacco products making up 41.6% of total revenue [3][28]. - The global shipment of heated tobacco units was 38.8 billion, up 9.2% year-on-year, with IQOS market share in Japan increasing to 31.7% [29]. Japan Tobacco - Japan Tobacco reported Q2 2025 revenues of ¥907.6 billion, a 9.4% increase year-on-year, with heated tobacco product shipments rising by 31.2% [4][38]. - The company has adjusted its annual revenue growth forecast to 8.4% and operating profit growth to 14.6% [38]. Altria - Altria's Q2 2025 revenue was $6.1 billion, down 1.7% year-on-year, with oral tobacco product revenue increasing by 5.9% [5][12]. Market Overview - The light industry sector experienced a relative return of +0.16% last week, despite a decline of 1.59% in the overall sector [6][9]. - Furniture retail sales in June increased by 28.7% year-on-year, while building materials sales saw a decline of 8.9% [6][12]. Investment Recommendations - The report recommends focusing on leading companies in the home furnishing sector, such as Oppein Home, Sophia, and Kuka Home, as well as in the paper and packaging sectors, highlighting Sun Paper and Yutong Technology as key investment opportunities [9][16].

Investment Rating - The investment rating for the industry is "Positive" and is maintained [9] Core Insights - British American Tobacco (BAT) reported a revenue of £12.069 billion for H1 2025, a year-on-year decrease of 2.2% (an increase of 1.8% at constant exchange rates) [2][6] - Revenue from combustible tobacco decreased by 3.5% to £9.515 billion (an increase of 0.8% at constant exchange rates), with total cigarette sales down by 8.7% to 229 billion sticks [2][6] - Revenue from new tobacco products remained flat at £1.651 billion (an increase of 2.4% at constant exchange rates), accounting for 13.7% of total revenue, an increase of 0.3 percentage points year-on-year [2][6] - The company expects a revenue growth of 1%-2% for 2025 (closer to the upper limit) and mid-single-digit growth for new tobacco products, with a projected revenue growth of 3%-5% for 2026 [2][6] Summary by Sections Combustible Tobacco - Revenue decreased by 3.5% to £9.515 billion, driven by price increases, while total cigarette sales fell by 8.7% to 229 billion sticks [2][6] New Tobacco Products - Revenue remained flat at £1.651 billion, with a 2.4% increase at constant exchange rates. The modern oral tobacco segment showed strong growth, while heated tobacco products (HNB) performed steadily, and vaping products faced pressure from illegal markets [2][6] Future Outlook - The company anticipates a revenue increase of 1%-2% for 2025 and mid-single-digit growth for new tobacco products, with expectations of 3%-5% growth in 2026 [2][6] Product Performance - Vaping products saw a revenue decline of 15.3% due to illegal market impacts, while heated tobacco products showed a 0.8% revenue increase. Modern oral tobacco revenue surged by 38.1% [12]

Investment Rating - The investment rating for the company is "Buy" (maintained) [6] Core Insights - The new tobacco products from British American Tobacco (BAT) contributed significantly to profits in the first half of 2025, with revenues of £1.651 billion, a year-on-year increase of 2.4%, and an adjusted gross profit of £1.006 billion, up 6.8% [1] - BAT expects accelerated growth in its new tobacco business in the second half of 2025, projecting a mid-single-digit revenue growth for the full year [1] - The Glo Hilo product received positive feedback from its trial in Sendai, Japan, and there are plans for further promotion in Europe [2] - The heated tobacco segment saw a slight revenue increase of 0.8% in the first half of 2025, although market share declined due to increased competition [2] - The vaping segment faced challenges, with Vuse sales down 12.9% and revenues down 15.3% due to the proliferation of illegal products [3] - The oral tobacco segment, particularly Velo, experienced significant growth, with sales up 42.2% and revenues up 38.1% in the first half of 2025 [4] - The company is optimistic about the future growth of Glo Hilo and the oral tobacco segment, while the vaping segment may recover due to regulatory actions against illegal products [5] Financial Summary - Projected revenues for the company from 2025 to 2027 are £13.161 billion, £15.590 billion, and £18.633 billion, representing year-on-year growth rates of 11.55%, 18.45%, and 19.52% respectively [5] - Projected net profits for the same period are £1.311 billion, £2.040 billion, and £2.763 billion, with growth rates of 0.57%, 55.68%, and 35.40% respectively [5] - The current market capitalization is approximately HK$131.19 billion [6]

Core Viewpoint - The article reviews the development history of leading international tobacco companies in the context of intensifying global competition in heated not burned (HNB) products, summarizing successful experiences and projecting future trends [1][5]. Group 1: International Tobacco HNB Development Review - Philip Morris International (PMI) launched IQOS ILUMA in 2021, utilizing electromagnetic induction technology, achieving a compound annual growth rate (CAGR) of 41.4% in revenue from 2018 to 2024, with a projected shipment volume of 139.7 billion sticks in 2024 [3]. - Japan Tobacco introduced Ploom X in 2021, employing four-way airflow heating technology, with a projected shipment volume of 10.9 billion sticks in 2024 [3]. - British American Tobacco (BAT) anticipates a shipment volume of 20.9 billion sticks for its Glo series in 2024, with the Glo Hilo high-end heating platform set to launch in Japan in June 2025 after trials in Serbia [3]. Group 2: Insights from Stock Price Review of International Tobacco Leaders - Regulatory clarity significantly impacts business expansion and stock performance, with U.S. FDA approval timelines and European flavor bans affecting market dynamics [3]. - The pathway for HNB promotion is characterized by strong single products, trial feedback, global expansion, and profit enhancement, with market expectations, revenue growth, and performance realization driving capital market performance [3]. - Strong technology-driven single products are crucial for HNB market penetration, with specific market trial feedback shaping expectations and driving valuation increases [3]. Group 3: Financial Performance of Philip Morris International - PMI's revenue has shown consistent growth, with a CAGR of 4.5% from 2016 to 2024, leading among international tobacco companies, while net profit has fluctuated due to product mix and exchange rate impacts [7]. - The revenue from HNB products has grown at a CAGR of 45% from 2016 to 2024, with its share of total revenue increasing from 2.7% in 2016 to 37.8% in 2024, and HNB gross margins surpassing traditional cigarettes for the first time in 2024 [7][10]. Group 4: Financial Performance of Japan Tobacco - Japan Tobacco's traditional cigarette sales have remained stable, with HNB products driving rapid growth since 2022, particularly in the Japanese market where HNB sales are projected to reach approximately 9 billion sticks in 2024 [20][22]. - The Ploom X product has significantly contributed to revenue growth, with a projected 24.2% increase in sales volume and a 21.1% increase in revenue in 2024 [22]. Group 5: Financial Performance of British American Tobacco - BAT's traditional cigarette revenue is under pressure, with a projected decline in revenue and volume from 2019 to 2024 [33]. - New tobacco products, including HNB and oral nicotine products, are expected to take over growth from the declining e-cigarette segment, with a CAGR of 22% from 2019 to 2024 for new tobacco products [35].

Investment Rating - The report maintains a "Buy" rating for the company, expecting a relative return of over 20% within the next six months [5][14]. Core Viewpoints - The company is expected to benefit from the tightening global regulations on vaping products, particularly in the e-cigarette sector, and anticipates significant growth in its Heat-Not-Burn (HNB) business [2][4]. - The company reported a revenue of 6.013 billion yuan for the first half of 2025, representing an 18% year-on-year increase, driven by growth in its proprietary brand and enterprise client businesses [2][4]. - The decline in net profit, projected between 443 million to 541 million yuan, is attributed to increased non-cash expenses related to stock options and a rise in marketing and legal costs [1][4]. Summary by Sections Financial Performance - For the first half of 2025, the company expects revenue of 60.13 billion yuan, up 18% year-on-year, while net profit is projected to decline by 21% to 35% [1][2]. - Adjusted net profit, excluding non-cash stock-based payments, is estimated to be between 688 million to 787 million yuan, reflecting a year-on-year change of -9% to +4% [1]. Market Dynamics - The UK market is undergoing significant changes due to a ban on disposable e-cigarettes, which is expected to shift consumer demand towards reusable products [2]. - In the US, regulatory actions against illegal e-cigarettes have intensified, with over 135 million USD worth of illegal products seized since 2023, indicating a tightening market environment [2]. Growth Opportunities - The HNB business is anticipated to become a significant growth driver starting in 2026, contributing notably to revenue and profit [4]. - The company is enhancing its market presence, particularly in overseas markets, which is expected to sustain growth in its proprietary brand and enterprise client segments [2][4].

Core Viewpoint - The company forecasts a revenue of 6.013 billion yuan for H1 2025, representing an 18% year-over-year increase, while net profit is expected to decline by 21% to 35% year-over-year, primarily due to increased non-cash share payments and rising operational costs associated with brand expansion and legal services [1] Group 1: Business Performance - The company’s revenue growth in H1 2025 is attributed to strengthened enforcement and regulatory policies in the U.S. and parts of Europe, leading to good growth in both its proprietary brand and ToB businesses [1] - The adjusted net profit for H1 2025 is projected to be between 688 million and 787 million yuan, reflecting a year-over-year change of -9% to +4% [1] Group 2: Regulatory Environment - The U.S. FDA and state governments have intensified enforcement against non-compliant electronic vapor products, which has positively impacted the sales of compliant products [2] - In Europe, regulations on disposable e-cigarettes have tightened, with bans in the UK and New Zealand taking effect, which is expected to shift consumer demand towards compliant products [2] Group 3: New Business Development - The Glo Hilo product, launched in Japan, has shown improved performance compared to its Serbian counterpart, with enhanced heating efficiency and a wider variety of flavor options [3] - The product is set to be rolled out nationwide in Japan, which is anticipated to benefit the company as a product innovator and supply chain partner [3] Group 4: Financial Forecast and Valuation - The company maintains its profit forecast, expecting net profits of 1.323 billion, 2.140 billion, and 2.762 billion yuan for 2025-2027, with corresponding EPS of 0.21, 0.35, and 0.45 yuan [3] - A target price of 25.00 HKD is set, reflecting a valuation premium due to high competitive barriers in the HNB new business and the steady recovery of the vapor main business [3]