Financial Performance - In 2024, the company achieved a revenue of 56.03 billion CNY, a year-on-year increase of 0.43%, with a net profit of 7.67 billion CNY, a decrease of 4.36% [1][2] - For Q1 2025, the revenue was 11.21 billion CNY, a decline of 6.66%, and the net profit was 1.18 billion CNY, down 16.63% [2][3] Revenue Breakdown By Product Category - 2024 revenue by product: Mattresses (26.79 billion CNY), Bed Frames (16.65 billion CNY), Sofas (4.32 billion CNY), Bedding (3.04 billion CNY), Others (4.43 billion CNY) [2] - Q1 2025 revenue by product: Mattresses (5.65 billion CNY), Bed Frames (3.14 billion CNY), Sofas (0.84 billion CNY), Bedding (0.54 billion CNY), Others (0.89 billion CNY) [2][3] By Sales Channel - 2024 revenue by channel: Distributors (41.53 billion CNY), E-commerce (10.93 billion CNY), Direct Supply (2.32 billion CNY), Direct Sales (0.72 billion CNY), Others (0.52 billion CNY) [2] - E-commerce revenue growth attributed to cross-border e-commerce [2] By Region - 2024 revenue by region: Domestic (54.47 billion CNY), International (1.55 billion CNY) [2] Profitability Metrics - 2024 overall gross margin was 50.08%, a decrease of 0.21 percentage points [2] - Q1 2025 gross margin was 51.84%, an increase of 1.69 percentage points [3] Cost Management - 2024 total operating expenses were 19.19 billion CNY, a year-on-year increase of 1.23% [2] - Q1 2025 total operating expenses were 4.12 billion CNY, a decrease of 7.55% [3] Membership and Customer Engagement - In 2024, the company added 1.48 million new members, reaching a total of 3.14 million members [4] - Plans for 2025 include enhancing the membership ecosystem and launching a "Gold Manager Membership Club" [4] Channel Strategy - The company has established a diversified sales network with over 5,400 offline stores by the end of 2024 [5] - 2025 plans include expanding new retail channels and enhancing international market presence [5] Product Strategy - Focus on suite development and popular product creation to enhance product competitiveness [7] - Plans for AI mattress development to maintain technological leadership [8] E-commerce Performance - In 2024, e-commerce revenue was 10.93 billion CNY, a growth of 6.04%, with Tmall accounting for approximately 39% of revenue [8] - 2025 plans include expanding social media marketing and live streaming sales channels [8] Future Outlook - No major capital expenditure projects planned for 2025, with a focus on stable dividend policies [10]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is expected to see a gradual recovery in revenue performance as government subsidies for home furnishings are implemented, despite facing short-term pressure on earnings in Q1 2025 [5] - The company has maintained a stable gross margin while increasing its investment in new business development, which has led to a temporary decline in net profit margin [5] - The company is actively expanding its product lines and sales channels, focusing on both online and offline markets to enhance revenue growth [6] Financial Performance Summary - In 2024, the company achieved revenue of 56.0 billion (up 0.4% year-on-year) and a net profit of 7.67 billion (down 4.4%) [5] - For Q1 2025, the company reported revenue of 11.2 billion (down 6.7%) and a net profit of 1.18 billion (down 16.4%) [5] - The gross margin for 2024 was 50.1%, with a net profit margin of 13.7% [5] - The gross margin improved to 51.8% in Q1 2025, while the net profit margin decreased to 10.5% [5] Revenue Breakdown - In 2024, the company's revenue from core products was as follows: mattresses 26.79 billion (up 3.8%), bed frames 16.65 billion (down 0.1%), sofas 4.32 billion (down 0.4%), and bedding 3.04 billion (down 7.5%) [6] - The company has over 5,400 offline stores and has achieved online sales revenue of 10.93 billion (up 6.0%) through various platforms [6] - The company is also expanding into smart products and international markets, including acquiring a 100% stake in the Singapore sales headquarters of Maxcoil [6] Financial Forecasts - The company forecasts net profits for 2025-2027 to be 7.99 billion, 8.72 billion, and 9.56 billion respectively, with corresponding EPS of 2.00, 2.18, and 2.39 [5] - The projected P/E ratios for 2025-2027 are 15.0, 13.7, and 12.5 respectively [5]

Investment Rating - The investment rating for the company is "Hold" [1][6]. Core Views - The company is expected to benefit from the upcoming national subsidy policies, which are anticipated to stimulate consumer demand and support sales growth in the smart mattress sector [5][6]. - The company has established a strong product matrix centered around smart mattresses, indicating a positive growth outlook in this segment [5][6]. Financial Performance Summary - In 2024, the company achieved revenue of 5.60 billion yuan, a year-on-year increase of 0.4%, and a net profit attributable to shareholders of 770 million yuan, a decrease of 4.4% year-on-year [5]. - For Q1 2025, the company reported revenue of 1.12 billion yuan, down 6.7% year-on-year, and a net profit of 120 million yuan, down 16.4% year-on-year [5]. - The overall gross margin for 2024 was 50.1%, with a slight decrease of 0.2 percentage points year-on-year [5]. Product and Sales Channel Analysis - The company’s main product categories, including mattresses, bed frames, and sofas, showed stable sales growth, with mattress sales increasing by 5.1% year-on-year [5]. - The company is focusing on upgrading offline stores and expanding online channels, with significant growth in e-commerce sales [5]. - The company has established a diversified sales network covering both domestic and international markets, with a notable increase in overseas sales [5]. Earnings Forecast and Investment Recommendations - The earnings per share (EPS) for 2025-2027 are projected to be 1.99 yuan, 2.10 yuan, and 2.27 yuan, respectively, with corresponding price-to-earnings (PE) ratios of 15, 14, and 13 [7][8]. - The company is expected to maintain a stable growth trajectory, driven by its strong brand and product capabilities, alongside the anticipated recovery in downstream demand due to national subsidy policies [6][8].

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [5] Core Views - The company is focusing on enhancing its core competitiveness through product innovation, operational efficiency, and brand upgrading, demonstrating resilience and potential for high-quality development despite adverse external conditions [1][2] - The company has achieved stable performance in its mattress segment, with revenue of 2.679 billion and a gross margin of 61.4% in 2024, indicating a solid product lineup [2] - The company is expanding its overseas presence and optimizing its channel strategy, including the acquisition of a Singaporean home brand to enhance its market competitiveness in Southeast Asia [4] Financial Performance Summary - In Q1 2025, the company reported revenue of 1.121 billion, a year-on-year decrease of 6.7%, and a net profit of 118 million, down 16.4% [1] - For the full year 2024, the company achieved revenue of 5.603 billion, a slight increase of 0.4%, with a net profit of 767 million, down 4.4% [1] - The gross margin for 2024 was 50.1%, a decrease of 0.2 percentage points, while the net margin was 13.7%, down 0.7 percentage points [1] Product and Brand Strategy - The company is enhancing its product matrix through the iteration of traditional and smart products, targeting young consumers and revitalizing existing customer demand [2] - The introduction of AI mattresses at the CES exhibition in the US has garnered international recognition, showcasing the company's commitment to smart sleep solutions [3] Channel and Operational Strategy - The company reported a revenue of 4.153 billion from distribution channels, a slight decrease of 0.3%, while e-commerce revenue increased by 6.0% to 1.093 billion [4] - The company is optimizing its traditional store network and enhancing its online marketing strategies to improve sales conversion rates [4] Profit Forecast Adjustment - The profit forecast has been adjusted to reflect ongoing operational pressures, with expected net profits for 2025, 2026, and 2027 at 800 million, 870 million, and 930 million respectively [5]

Investment Rating - The investment rating for the company is "Buy" [1] Core Views - The company demonstrates operational resilience and is actively expanding its overseas business and integrating AI technology [3] - The company is a leading player in the domestic mattress industry, benefiting from increasing consumer acceptance of mid-to-high-end soft bed products [5] - The company plans to distribute a cash dividend of 10.0 yuan per 10 shares, totaling an expected cash dividend distribution of 394 million yuan [2] Financial Performance Summary - In 2024, the company achieved revenue of 5.603 billion yuan, a year-on-year increase of 0.43%, and a net profit of 767 million yuan, a year-on-year decrease of 4.36% [2] - The company's cash flow from operating activities was 1.091 billion yuan, a year-on-year decrease of 43.63% [2] - The gross margin for 2024 was 50.08%, a decrease of 0.21 percentage points year-on-year, while the net margin was 13.70%, a decrease of 0.69 percentage points year-on-year [4] Product and Market Analysis - The company's main business in furniture manufacturing generated revenue of 5.522 billion yuan in 2024, contributing 98.56% to total revenue [3] - The mattress segment achieved revenue of 2.679 billion yuan, a year-on-year increase of 3.78%, while the bed frame segment saw a slight decrease in revenue [3] - The company reported a 61.07% increase in overseas revenue, reaching 155 million yuan, indicating successful overseas market expansion [3] Future Outlook - The company has adjusted its revenue forecasts for 2025-2027 to 6.017 billion yuan, 6.436 billion yuan, and 7.011 billion yuan respectively [5] - Earnings per share (EPS) estimates for 2025-2027 are adjusted to 1.99 yuan, 2.15 yuan, and 2.30 yuan respectively [5] - The company is expected to maintain a stable gross margin around 51.1% in 2025 [7]

Investment Rating - The investment rating for the company is "Accumulate" [7] Core Views - The company is expected to benefit from the growing demand for smart sleep products, particularly with the launch of the AI smart mattress T11PRO, which has already surpassed sales of 100 million yuan by December 2024 [2][3] - The e-commerce channel has shown resilience, with revenue reaching 1.093 billion yuan, a year-on-year increase of 6%, contributing to 19.51% of total revenue [2] - The company is optimizing its offline channels by upgrading existing stores and eliminating underperforming ones, leading to a slight decline in direct sales revenue [2] - The membership community has seen significant growth, with 1.4837 million new registered members in the year, doubling from the previous year, enhancing customer loyalty [2] - The company is accelerating its brand expansion overseas, completing the acquisition of Maxcoil's Singapore sales headquarters and production assets [3] Financial Performance Summary - In 2024, the company achieved revenue of 5.6 billion yuan (up 0.43% year-on-year) and a net profit of 767 million yuan (down 4.36%) [1] - For Q4 2024, the company reported a revenue of 1.725 billion yuan (down 2.72%) and a net profit of 245 million yuan (down 13.7%) [1] - In Q1 2025, revenue was 1.121 billion yuan (down 6.66%) with a net profit of 118 million yuan (down 16.43%) [1] - The company is projected to achieve revenues of 6.002 billion yuan, 6.434 billion yuan, and 6.946 billion yuan for 2025, 2026, and 2027 respectively, with corresponding net profits of 803 million yuan, 876 million yuan, and 956 million yuan [5][11]

Investment Rating - The report maintains a "Buy" rating for the company [1]. Core Views - The e-commerce business is steadily developing, and the direct supply business is recovering growth. In 2024, the company achieved revenue and net profit attributable to shareholders of 5.60 billion and 770 million yuan, respectively, with year-on-year changes of +0.4% and -4.4% [5][6]. - The company is actively exploring partnerships with well-known brands in related industries, leading to rapid growth in direct supply channel revenue. The online sales through platforms like Tmall, Kuaishou, JD.com, Douyin, and Vipshop have contributed to steady development in e-commerce [6]. - The company is expanding its international market presence with stores in regions such as Hong Kong, Australia, the United States, Canada, and Singapore, forming an initial international sales network [6][8]. Summary by Sections Financial Performance - In 2024, the company reported revenue of 5.60 billion yuan, with a slight increase in mattress revenue but declines in other categories. The revenue from domestic and international markets was 5.45 billion and 160 million yuan, respectively [5][6]. - The gross profit margin for 2024 was 50.1%, a slight decrease of 0.2 percentage points year-on-year. The company’s operating expenses increased, leading to a rise in the expense ratio to 33.8% [7]. Profitability and Forecast - The company’s net profit for 2025 is forecasted to be 794 million yuan, with a slight increase in EPS to 1.99 yuan. The projected revenue for 2025 is 5.91 billion yuan, reflecting a growth rate of 5.5% [9][11]. - The report anticipates a long-term business growth driven by domestic demand policies and international expansion strategies [8]. Valuation Metrics - The current stock price corresponds to a P/E ratio of 16 for 2025, with projections for 2026 and 2027 at 15 and 13, respectively [9][14]. - The report includes a detailed financial forecast, indicating a gradual increase in revenue and net profit over the next few years, with a focus on maintaining competitive advantages in product innovation and brand development [9][11].

Investment Rating - The investment rating for the company is not explicitly stated in the provided documents, but the report indicates a positive outlook on the company's performance and strategic initiatives [1]. Core Viewpoints - The company reported a revenue of 5.603 billion yuan in 2024, a slight increase of 0.4% year-on-year, with a net profit attributable to the parent company of 767 million yuan, down 4.4% year-on-year [1]. - The decline in revenue for Q1 2025 is attributed to a high base effect from Q1 2024 and a lag in revenue transmission from offline national subsidies [1]. - The company is actively expanding its AI mattress product line and overseas market presence, with a focus on enhancing its competitive position [3]. Summary by Sections Financial Performance - In 2024, the company achieved revenues of 26.79 million yuan from mattresses, 16.65 million yuan from bed frames, 4.32 million yuan from sofas, and 3.04 million yuan from bedding, with mattress revenue showing a stable growth of 3.8% year-on-year [2]. - The gross margin for mattresses in 2024 was 61.4%, reflecting stable profitability [2]. - The company’s total revenue for 2025 is projected to reach 6.157 billion yuan, with a year-on-year growth rate of 9.9% [6]. Strategic Initiatives - The company is launching the AI smart mattress T11+, which incorporates advanced technology to enhance user experience [3]. - The company has established a diverse sales network with over 5,400 offline stores and is expanding into international markets, including North America, Australia, and Europe [2]. - The company is also exploring new e-commerce platforms such as TikTok and Shein, and has acquired a well-known home brand in Singapore to strengthen its overseas operations [3]. Profitability and Cost Management - The gross margin and net profit margin for Q1 2025 were 51.8% and 10.5%, respectively, indicating a slight improvement in gross margin year-on-year [3]. - The company is maintaining a controlled pace in its new business investments, with sales, management, and R&D expense ratios showing manageable changes [3].

Investment Rating - The investment rating for the company is not explicitly stated in the provided documents, but the report indicates a positive outlook on the company's performance and strategic initiatives [1]. Core Views - The company reported a revenue of 5.603 billion yuan in 2024, a slight increase of 0.4% year-on-year, with a net profit of 767 million yuan, reflecting a decrease of 4.4% year-on-year. The decline in profit is attributed to the impact of the employee stock ownership plan and increased investment in new business strategies [1][2]. - The traditional business segments, including mattresses, bed frames, sofas, and bedding, showed stable growth, with mattress revenue reaching 2.679 billion yuan in 2024, a year-on-year increase of 3.8%. The gross margin for mattresses was 61.4%, indicating stable profitability [2]. - The company is strategically advancing into AI mattress products and expanding its overseas market presence, with a focus on establishing retail channels in North America, Australia, Europe, and Southeast Asia [3]. Summary by Sections Financial Performance - In Q1 2025, the company reported a revenue of 1.121 billion yuan, down 6.7% year-on-year, and a net profit of 118 million yuan, down 16.4% year-on-year. The decline in revenue is primarily due to high base effects from Q1 2024 [1]. - The company expects net profits for 2025 to be 779 million yuan, with projected growth rates of 1.5%, 5.7%, and 6.0% for the following years [4][6]. Business Segments - The revenue breakdown for 2024 shows that mattresses generated 2.679 billion yuan, bed frames 1.665 billion yuan, sofas 432 million yuan, and bedding 304 million yuan, with varying growth rates across segments [2]. - The company has established a diversified sales network with over 5,400 offline stores and is actively expanding its online business, which generated 1.093 billion yuan in revenue in 2024, a 6.0% increase year-on-year [2]. Strategic Initiatives - The launch of the AI smart mattress T11+ is part of the company's forward-looking strategy, aiming to enhance market positioning and improve gross margins [3]. - The company is also exploring new e-commerce platforms and has acquired key assets in Singapore and Indonesia to strengthen its overseas production capabilities [3].

招商证券股份有限公司 关于慕思健康睡眠股份有限公司 2024年度持续督导定期现场检查报告 | 保荐机构名称：招商证券股份有限公司 被保荐公司简称：慕思股份 | | | | | --- | --- | --- | --- | | 保荐代表人姓名：汤玮 联系电话：0755-82943666 | | | | | 保荐代表人姓名：张燚 联系电话：0755-82943666 | | | | | 现场检查人员姓名：汤玮、王承沿 | | | | | 现场检查对应期间：2024年度 | | | | | 现场检查时间：2025年4月10日-2025年4月18日 | | | | | 一、现场检查事项 | | 现场检查意见 | | | （一）公司治理 | 是 | 否 | 不适用 | | 现场检查手段：查阅公司章程、三会规则以及各项内控制度；查阅公司三会资料；查阅、复核公司 | | | | | 在深圳证券交易所指定信息披露网站相关公告内容；核查关于董监高变动的资料及相关公告；查看 | | | | | 上市公司主要生产、经营、管理场所；了解公司治理的基本业务情况，核查是否存在同业竞争和显 | | | | | 失公平的关联交易等违规情况 ...