Investment Rating - The report assigns a "Hold" rating with a target price of HKD 3.0 per share, indicating a potential upside of 14.5% from the current price of HKD 2.62 [5][16]. Core Views - The company's main brands are currently in a period of adjustment, and the effectiveness and sustainability of these changes need further observation. The company continues to be affected by external environmental factors [5][16]. - The first quarter of 2025 shows slight improvements in operations, although the overall performance remains under pressure due to external conditions [3][7]. Summary by Sections Financial Performance - In Q1 2025, the turnover rates for the main brands were 3.1, 2.6, and 2.6 times per day for Tai Er, Song Hotpot, and Jiu Mao Jiu respectively, showing year-on-year declines of -0.8, -0.4, and -0.4 times per day. Compared to Q4 2024, there were slight improvements [3][7]. - Same-store daily sales decreased year-on-year by -21.2%, -24.2%, and -18.6% for the respective brands, but the decline showed slight improvement compared to Q4 2024 [3][7]. - Average customer spending was RMB 72, RMB 100, and RMB 56 for the three brands, with year-on-year changes of -1.4%, -13.8%, and -1.8% respectively, indicating some stabilization [3][7]. Store Expansion and Strategy - The company is pursuing a cautious expansion strategy while closing underperforming stores. In Q1 2025, Tai Er opened 1 new store in Hong Kong and closed 26 underperforming stores, while Song Hotpot opened 3 and closed 2. Jiu Mao Jiu closed 2 stores without opening new ones [3][8]. - As of the end of Q1 2025, the total number of stores was 780, with Tai Er having 610, Song Hotpot 81, and Jiu Mao Jiu 69 [8]. Customer Experience Initiatives - Tai Er is focusing on enhancing customer experience by launching new products and a "Heartfelt Service Plan." In March 2025, a new "Fresh" store model was introduced to improve customer satisfaction and dining experience [4][15]. - Song Hotpot has upgraded its product offerings and dining environment to be more customer-friendly, enhancing customer loyalty through promotional activities [4][15]. Earnings Forecast - The expected earnings per share (EPS) for 2025, 2026, and 2027 are projected to be RMB 0.1, RMB 0.15, and RMB 0.24 respectively, with corresponding price-to-earnings (PE) ratios of 25.4, 16.7, and 10.1 [6][16].
九毛九：积极求变，重新出发-20250415