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大行評級|花旗:維持東方甄選“買入”評級 指其多元化戰略成功

花旗發表研究報吿指出,東方甄選管理層出席其活動,當中公司提出2024財年第三財季包括增加促銷活動等的戰略調整,使短期利潤率受壓,但提高了品牌知名度和用户基礎,促進了長期增長,而與輝同行的分拆影響極小,公司自營商品交易總額(GMV)增長強勁。

另外,管理層將“小作文事件”危機轉化為機遇,吸引了增量用户,擴大了自營產品。上述數點加上非抖音渠道的增長,反映了東方甄選成功的多元化戰略。該行維持公司“買入”評級,目標價為36港元。

花旗指,仍然看好東方甄選,認為目前的調整是實現可持續增長的基礎,多元化和營運調整旨在使公司在不斷變化的市場環境中提高盈利能力和抗風險能力。

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