牧高笛(603908):深耕户外露營賽道 自主品牌影響力持續提升
【投資要點】專業露營設備製造商與品牌商。公司2003 年進入户外產業,堅持“露營專業主義”的理念,產品覆蓋多元露營場景。2021/2022H1 實現營收9.23/8.67 億元(yoy43.64%/61.34%)。公司業務分為OEM/ODM 代工和品牌業務兩大板塊,OEM/ODM 方面,公司是帳篷代工龍頭企業,增長穩健;品牌業務方面,疫情催化露營消費,品牌業務加速成長。疫情推動露營成為新度假方式,消費習慣有望在疫後繼續保持。疫情防控限制了用户出遊半徑,對追求旅行體驗感與新潮生活方式的年輕人來説,精緻露營成為休閒度假的當紅方式。長期消費升級、政策驅動,精緻露營有望從潮流轉變為消費方式。露營行業潛力巨大:(1)消費升級:户外休閒活動與國民經濟水平相關性強,對比美日,人均GDP 超1 萬美元后,露營行業快速發展,2019 年我國人均GDP 超1 萬美元,露營行業具備了快速發展的經濟基礎;同時汽車保有量穩步上升,為露營行業的發展提供基礎硬件支持;(2)政策驅動:多項户外運動、體育政策相繼出台,旨在推動全民户外、全民運動。雙減政策背景下,家庭户外活動時長增加,親子游露營復購率高。OEM/ODM 外銷:核心優質客户穩定,銷售額穩健增長,三大生產基地協同生產。公司以代工起家,產品遠銷國際市場,核心客户粘性強,外銷業績增長穩健。2021 年,外銷業務收入6.15 億元,同比增長90.03%,佔總營收比例為66.79%,其中迪卡儂的銷售額為3.16 億元,佔總營收34.30%。2022H1,實現外銷收入5.18 億元,同比增長24.81%,增長穩健。公司擁有國內、孟加拉、越南三大生產基地,供應鏈靈活穩定,可以實現對全球客户需求的快速響應。品牌業務:疫情催化下實現爆發式增長,2021/2022H1 品牌業務分別實現收入3.06/3.46 億元(yoy90.03%/182.25%),增速高於外銷,佔比持續提升(2020/2021/2022H1 分別為25.09%/33.21%/40.06%),品牌業務的營收增長貢獻度持續提升(2020/2021/2022H1 分別為5.16%/51.86%/68.46%)。覆蓋全場景露營設備,產品力強,帳篷、睡袋、摺疊椅、營地燈等全套露營裝備覆蓋徒步露營、公園露營、精緻露營、高海拔露營等全場景;帳篷是公司的核心產品,冷山系列成為業內標杆,並持續迭代升級;紀元系列、攬盛系列以顏值取勝,定位輕奢市場,把握精緻露營風潮。積極“出圈”,提升品牌影響力。贊助專業户外活動,參加ISPO 展會,提升品牌專業形象;與LineFriends、《搖曳露營△》等IP 聯名,與汽車品牌、綜藝等跨界合作,持續提升品牌影響力。全渠道佈局,增長勢頭迅猛。線上:把握流量機遇,優化視覺形象,開通社媒賬號加強品牌與消費者互動;線下:在寧波開設第一家線下直營店,給消費者創造體驗露營場景的空間,有望輻射線上銷售;入駐山姆會員,佈局高品質KA 渠道。【投資建議】公司作為帳篷代工龍頭與優質品牌商,充分受益露營滲透率提升的行業紅利,同時公司豐富產品矩陣,提升產品力,通過IP 聯名、跨界合作等方式增加品牌曝光度,有望分化為國內露營龍頭品牌。我們預計,公司2022-2024年分別實現營業收入15.4/20.8/26.8 億元,同比增速67.02%/35.05%/28.82%;實現歸母淨利潤1.75/2.43/3.15 億元,同比增速122.90%/38.55%/29.89%;EPS分別為2.63/3.64/4.73 元,對應PE 為38/27/21 倍,維持“增持”評級。【風險提示】品牌業務發展不及預期露營人口滲透率增長緩慢,露營熱度消退行業競爭加劇
Follow us
Find us on
Facebook,
Twitter ,
Instagram, and
YouTube or frequent updates on all things investing.Have a financial topic you would like to discuss? Head over to the
uSMART Community to share your thoughts and insights about the market! Click the picture below to download and explore uSMART app!

Disclaimers
uSmart Securities Limited (“uSmart”) is based on its internal research and public third party information in preparation of this article. Although uSmart uses its best endeavours to ensure the content of this article is accurate, uSmart does not guarantee the accuracy, timeliness or completeness of the information of this article and is not responsible for any views/opinions/comments in this article. Opinions, forecasts and estimations reflect uSmart’s assessment as of the date of this article and are subject to change. uSmart has no obligation to notify you or anyone of any such changes. You must make independent analysis and judgment on any matters involved in this article. uSmart and any directors, officers, employees or agents of uSmart will not be liable for any loss or damage suffered by any person in reliance on any representation or omission in the content of this article. The content of the article is for reference only and does not constitute any offer, solicitation, recommendation, opinion or guarantee of any securities, virtual assets, financial products or instruments. Regulatory authorities may restrict the trading of virtual asset-related ETFs to only investors who meet specified requirements. Any calculations or images in the article are for illustrative purposes only.
Investment involves risks and the value and income from securities may rise or fall. Past performance is not indicative of future performance. Please carefully consider your personal risk tolerance, and consult independent professional advice if necessary.