LI NING(02331)2024-04-22 16:17Financial Data and Key Metrics Changes - In Q1 2024, the overall revenue growth for Li Ning's multi-channel was low single digits, with offline sales declining slightly and online sales increasing by 20%-30% [2][4] - Same-store sales (SSSG) decreased in low single digits, with direct sales and wholesale both showing declines, while e-commerce experienced growth [2][4] - The inventory turnover ratio improved to 4-4.5, indicating healthy inventory levels [2][5] Business Line Data and Key Metrics Changes - Direct sales showed better performance than wholesale, driven by outlet stores, while same-store sales for both channels declined [2][4] - The number of stores decreased slightly, with a net reduction of 26 stores compared to the end of last year [3][4] - The children's clothing segment aims for double-digit growth, with Q1 showing low single-digit growth [22] Market Data and Key Metrics Changes - E-commerce performance exceeded expectations in Q1, driven by the return of online traffic and effective price control [18][20] - The company is focusing on Southeast Asia for overseas expansion, with plans to open stores in markets like Singapore and Indonesia [9] Company Strategy and Development Direction - The company aims for steady growth with a revenue target of mid-single-digit growth for the year, maintaining a cautious approach due to market uncertainties [10][24] - Marketing efforts will focus on professional categories such as basketball and running, leveraging partnerships and events to enhance brand visibility [12][19] Management Comments on Operating Environment and Future Outlook - Management expressed confidence in the overall business performance, with expectations for gradual improvement in same-store sales as the high base effect diminishes [2][8] - The company anticipates challenges in Q2 due to high base comparisons but expects better performance in the second half of the year [8][10] Other Important Information - The new CMO has initiated significant changes in brand planning and marketing strategies, aiming to enhance brand recognition and consumer engagement [15] - The company plans to maintain a healthy inventory structure and manage costs effectively, especially with increased marketing expenses related to the upcoming Olympics [24] Q&A Session Summary Question: What is the status of wholesale revenue and inventory in Q1? - Management indicated that both wholesale and direct sales have healthy inventory levels, with a turnover ratio of 4-4.5, and no adjustments to Q2 shipments are planned [5] Question: How are the new product lines performing? - New products like the "超轻 21" and "赤兔 7" have shown good growth, with the latter experiencing nearly 50% year-on-year growth [6] Question: What are the expectations for the half-year report? - The company maintains its full-year guidance, expecting low double-digit net profit margin and mid-single-digit revenue growth [7] Question: What is the outlook for the e-commerce channel? - E-commerce is expected to outperform offline sales this year, with hopes to restore profit margins above 20% [18] Question: How is the company addressing competition in lower-tier cities? - The company has a foundation in lower-tier markets and plans to expand product offerings to meet local demand [11] Question: What are the plans for marketing expenditures? - Marketing expenditures will focus on professional categories, with a significant push for the upcoming Olympics [12][24] Question: What is the outlook for children's clothing? - The target for children's clothing is double-digit growth, with Q1 showing low single-digit growth [22] Question: How is the company managing its inventory and costs? - The company is focused on maintaining a healthy inventory structure and controlling costs, with marketing expenses expected to increase due to Olympic-related activities [24]