SINGAPORE Company Report MITA No. 033/06/2006 Hsu Fu Chi Int’l Ltd 24 January 2007 Undiscovered gem Initiating Coverage BUY Strong sales force. Hsu Fu Chi International Ltd's (HFCI) success can be mainly attributed to their strong sales network, with 63 sales offices strategically located throughout parts of China. HFCI's 4,000 strong sales force is used to better manage the range and types of products and the distribution channels, and also gather market feedback on their products. This in turn enables HFCI to better understand its customer tastes and to vary its product recipe accordingly. The high infiltration rate of its sales force also gives HFCI a strong competitive edge in this fragmented industry, which gives them the opportunities to have more control over products pricing. S$1.14 Fair Value: S$1.37 Stock Code: Reuters: Bloomberg: HSFU.SI HFCI SP Event: Initiate Coverage Constant product innovation. HFCI is dedicated to product improvement and development. This is reflected in their commitment to seek improvement on their 400 products after each season through feedbacks received from its sales network. This market information in turn allows HFCI to identify consumer trends earlier than its competitors and allows HFCI to strengthen its market leadership position. General Data Issued Capital (m) Mkt Cap (S$m/US$m) Major Shareholder 795 906/589 Hsu Chen State of the art manufacturing facilities. HFCI utilizes state of the art equipment imported from countries such as Germany and Japan at its production facilities. Some of the equipments are custom-made to the Group's specification and as such are not easily duplicated by competitors. This gives HFCI an additional competitive advantage. (16.9%) Free Float (%) 15.7 NTA per share (SGD) 0.24 Daily Vol 3-mth (‘000) - 52Wk High (S$) 1.250 52Wk Low (S$) 0.850 Untapped potential. Export revenue is less than 5% of HFCI's total FY06 revenue. However, HFCI has the potential to penetrate markets well beyond its shores. This includes undeveloped markets/countries where low price would be a competitive advantage. We see Vietnam as a potential new market for HFCI. There are also opportunities for HFCI to tap into the health conscious and more affluent PRC market. HFCI can also look toward to having their own distribution channels such as proprietary stores or selling through vending machines. Mergers and acquisitions, particularly in the Sachima segment, are also highly probable given their leadership and financial capabilities. Initiate with BUY rating. Aided by healthy growth strategies laid out in the business plan, vast untapped potential as well as strong economic indicators in China, we believe there is significant growth potential for HFCI. Using the DCF methodology (9% WACC and 3% terminal growth rate), we arrive at a fair value of S$1.37, indicating a 20% potential upside. Hence, we initiate coverage on HFCI with a BUY recommendation. Rachel Ng (65) 6531 9810 e-mail: rachel@ocbc-research.com Year to 30 Jun Turnover (RMB m) EBITDA (RMB m) Net Profit (RMB m) EPS (RMB cents) EPS Growth (%) PER (x) FY 05 FY 06 FY 07F FY 08F 1,809.4 2,056.3 2,279.1 2,485.6 282.4 357.6 418.7 465.1 161.7 211.4 256.6 292.6 0.2 0.3 0.4 0.4 33.3 14.9 12.8 24.0 18.0 15.7 13.9 Please refer to the important disclosures at the back of this document. Hsu Fu Chi Int’l Ltd Company Background Hsu Fu Chi International Ltd (HFCI) founded in 1992, is a manufacturer of a diverse range confectionery products in the People’s Republic of China (PRC). It key strength lies in its extensive sales network and strong brand name. HFCI’s product portfolio can be grouped into 3 major categories: candy products, cake and cookie products and Sachima products. HFCI adopts a multi-product strategy under which its products are sold under four primary brands namely; (Hsu Fu Chi), DoDo, Chaobii and Mo Bao. HFCI diverse product range enables it to cater to the varying tastes of consumers in the PRC which varies regionally as well as seasonally. Strengths Strong sales force. One of the key strength of HFCI is its extensive sales network and as such has mostly done away with the middleman and sells directly to major retailers. Presently it has 63 sales offices which spans across China and has more than 4,000 personnel. Each of HFCI’s sales office has geographical area responsibility and manages the sales and distribution of products within that area. HFCI’s sales force has multiple roles, besides managing customers and the range and types of products sold, the sales force also gathers information and feedbacks on products. This vital information in turn enables HFCI to vary its product mix in response to local consumer tastes and preferences. The extensive sales and distribution network thus gives HFCI a strong competitive advantage in a fragmented industry over rivals. Chart 1: Sales office in China Regional logistic centres Harbin Sales Offices Changchun Shenyang Xinjiang Tangshan Beijing Shijiazhuang Taiyuan Lanzhou Tianjin Xian Dalian Qingdao Linyi Guannan Jinan Zhengzhou Nanjing Zigong Chengdu Nanchong Xiangfan Wuhan Changde Chongqing Changsha Suzhou Hefei Shanghai Ningb oHengzhou Jinhua Nanchang Wenzhou Huangshi Jingzhou Fuzhou Jinjiang Xiamen Qingyuan Huizho Shanta Guangzhou Fengga Foshan Nanning Changan Kaiping Dongguan Shenzhe Zhanjiang n Zhuha Haikou i Hengyang Guiyang Kunming Source: Company Page 2 24 January 2007 Hsu Fu Chi Int’l Ltd Continual product development. HFCI is dedicated to product improvement and development. This is reflected by their commitment to seek improvement on their 400 products after each season through feedbacks received from its sales network. This market information in turn allows HFCI to identify consumer trends earlier than its competitor and allows HFCI to stay ahead of the market hence strengthening their market leadership position. Coming up with new products is also a strategy for HFCI to earn higher margins as they are able to price the new products differently and not have consumers complain about price increases. (Hsu Building brand name. The primary brand name of HFCI is Fu Chi) and this name has been in use for more than a decade and is a popular brand in the PRC. Hsu Fu Chi has received many accolades and its popularity is especially notable during the Chinese New Year festivities. HFCI management is fairly progressive in ensuring consumer loyalty by marketing and promoting product awareness. In that respect HFCI efforts seeks to maximize exposure via ensuring its products are located at prime retail points and at specialty counters. Attractive packaging in bright colours also ensures increased visibility of its products. State of the art manufacturing facilities. HFCI utilizes state of the art equipment imported from countries such as Germany and Japan at its production facilities. Some of the equipments are custom-made to the Group’s specification and as such are not easily duplicated by competitors thus giving it an additional competitive advantage. Sachima is traditionally handmade, and continues to be made by hand by HFCI’s competitors. However through many years of R&D, HFCI has managed to mechanize and automate this labour intensive process. Hence HFCI is now able to produce Sachima in quantity at low cost and efficient manner and yet maintaining quality. In a low-barriers-to-entry industry such as the confectionary industry, an ability to ensure low cost production and high quality definitively provides a sustainable competitive advantage to HFCI against competitor. Opportunities We see numerous opportunities open to HFCI to increase its revenue and possibly create a new market segment. Below are some areas we have identified: Health conscious market. Like most societies, with rising consumer affluence there is generally a greater consciousness towards a healthier alternative. China is no different. The key variance would be that in China the income gap remains extremely wide between the urban and country dwellers. So the confectionary market is fairly heterogeneous with demand for both the original recipe and the more sophisticated healthier alternative. In so far as HFCI is concern, this non homogeneous market opens up opportunities to exploit a new untapped market. All HFCI needs to do is to modify the recipe of its existing product line to come up with a new healthier alternative. The advantage to HFCI is that its existing range of products is already widely known and accepted so the resistance against a new product would be much less. This strategy is widely adopted in Western markets. Page 3 24 January 2007 Hsu Fu Chi Int’l Ltd Proprietary distribution channels. While retailing products in hypermarkets and supermarkets provides the exposure to a large consumer base, there are also disadvantages. Some of these includes sale on consignments (i.e. the products remains unsold until sold to consumers), retailers charge for prime display locations, retailers demand very low price squeezing margins, retailers also market equivalent own store brands to compete against established brands. To overcome all the issues above an alternative to the retailing via hypermarket is to capitalise on market trends toward speciality stores. This means manufacturers having own distribution channels/stores. Of course the initial set up costs would be higher, but this is likely to be offset with higher margins (after-all they no longer need to share the margins with the hypermarket) and perceive higher brand value which eventually could lead to greater pricing power. Finally, on the other market extreme, if HFCI wants to tap the cheap but easily available market segment, they could also sell their products via vending machines. The vending machines should be strategically located in high traffic areas and will allow busy urbanites to purchase their snacks with ease. Since 1999 the number of vending machines has developed rapidly in China. By 2004, vending had grown immensely in China, with machines becoming increasingly present at many high traffic locations. While most of the population is not yet accustomed to buying goods from vending machines, we feel that HFCI can still capitalize on this buoyant trend, especially as the trend towards snacking is likely to gain ground. All in all, we see many new and exciting opportunities open to HFCI. It is now a question of strategy which HFCI wishes to adopt to capitalise on these potential new growth opportunities. Developing or immature markets. As of present, export revenue is less than 5% of HFCI’s total FY06 revenue. We see a potential for HFCI to seek to expand their geographic coverage. However, HFCI should target only undeveloped markets/countries where low price would be a competitive advantage. It should avoid developed countries where the F&B sector is mature and where domestic manufacturers has the advantage of understanding consumer preference/taste better. Instead, HFCI should look into exporting to developing countries with strong economic growth and with similar tastes. Vietnam would be a worthwhile consideration given their strong economic growth which indicates strong consumerism not unlike the one China is experiencing. Page 4 24 January 2007 Hsu Fu Chi Int’l Ltd Stronger product positioning.Hsu Fu Chi is a well known brand name. However the products sold under the brand name is usually associated with the Chinese New Year season. If HFCI is able to overcome this demand seasonality, there is a huge growth potential. We see a possible way to overcome this situation is to have continual year long promotion and marketing to re-educate the market of the acceptance of having HFCI products all year round. There will be initial investment needed however we see the potential return to be huge. Consolidation trends. The confectionary market in China is largely fragmented and this together with HFCI healthy balance sheet, we see opportunities for consolidation. One particular segment we see potential for M&A is in the Sachima market. HFCI’s leadership in this product and their competitive advantage in its automated production makes HFCI an ideal aggressor to acquire the other Sachima manufacturers in the market to gain greater market share or possibly even to monopolize the market. Risks Raw materials prices. Movement in raw materials prices is one of the major risks to HFCI. Prices for raw materials such as sugar, egg, and flour fluctuate constantly and HFCI is at risk of margin compressions when prices rise. Although management indicated that they are able to pass on price increases to consumers given their strong market presence, there is still a cap to which consumers are able to tolerate the price increases before they move on to cheaper alternatives. Low barriers to entry. The confectionery industry in the PRC is highly fragmented with many small players. For HFCI to maintain its market positioning and visibility among the numerous competitors is an uphill task. Furthermore with the barriers of entry being low, there will continually be a stream of new entrants. So competition is unlikely to diminish. Seasonality in demand. Since the bulk of HFCI’s revenue comes from the candy products and most sales are generated during the period prior to the Chinese New Year season, HFCI is highly dependent on sales during this time. An earlier Chinese New Year would spell potential trouble for HFCI as it means the buying period for their candy products is shorter which implies less revenue. Food contamination. After many food scares in China, food contamination is a serious risks for many F&B manufacturers. One isolated case would be sufficient to deal a massive blow to the brand image and therefore the sales of HFCI. However, we feel this is not a significant risk since HFCI is widely known for its quality products as stringent quality checks are implemented throughout the production process. Page 5 24 January 2007 Hsu Fu Chi Int’l Ltd Financial Review and Valuation Financial review. Despite their preference for a more conservative approach, HFCI has been able to deliver steady revenue growth at a CAGR of 19.4% from FY04 to FY06. However, margins declined sharply in 2005 mainly due to increase in raw material prices as a result of decreased supply in items such as eggs and flour. 2006 saw the margins picking up a little and going forward margins should look healthier as prices for eggs and flour have stabilised in 2006. 3,000,000 2,500,000 41.0% 40.0% 2,000,000 1,500,000 1,000,000 39.0% 38.0% 37.0% 500,000 0 GP Margin (%) Revenue (RMB '000) Chart 2: Hsu Fu Chi Revenue and GP Margin 36.0% 2004 2005 2006 2007F 2008F Year Hsu Fu Chi Revenue Hsu Fu Chi GP Margin Source: Company, OIR estimates Healthy capital structure. HFCI’s conservative financial management has resulted in a low gearing level (approximately 11% in FY06) for the company. We see a potential for an optimisation of its capital structure via debt. This debt could in turn be used either to acquire to grow or as possible dividends to return excess capital back to shareholders. Earnings outlook. With the 2007 Chinese New Year arriving later than usual (i.e. in mid Feb versus mid Jan in 2006), management feels that this bodes well for FY07 earnings. Indeed, we do see strong growth in overall sales through a combination of higher volume sold and higher ASP. While margins are expected to improve, there might be limited upside to this due to recent escalating sugar prices. While we understand HFCI is able to pass on this price increase to their consumers, we see price demand elasticity in the market. Page 6 24 January 2007 Hsu Fu Chi Int’l Ltd BUY Recommendation. HFCI is currently trading at a PER of approximately 18x. While valuation is not cheap, we still see a potential upside. Due to the longer Chinese New Year season in 2007, we see earnings growth to be strong. Furthermore going forward we see many opportunities in this space that HFCI can capitalize on. Using the DCF methodology (9% WACC, 3% terminal growth rate) method, we have arrived at a fair value of S$1.37, which indicates a 20% potential upside. We thus initiate coverage with a BUY rating. Industry Overview Snacking, an emerging trend. Snacking is an emerging trend in China as a result of economic growth and the progressive Westernization of Chinese consumer patterns, particularly within large cities. Due to the demand for convenient food, packaged snacks are now in high demand especially in large expanding cities. China’s per capita confectionary consumption is still low at 0.7kg, which is 10% of the level in developed countries and 25% of the global average. As such, there is ample room for growth, be it in variety or geographic expansion within the country. Rising living standards along with robust economic development will help push spending on confectionery. Consumers in China are also becoming more selective and cognizant of quality confectionery products, placing emphasis on packaging and luxury products available in stores. Great potential in the less developed market. Competition is less intense in the rural market, which offers great potential. As income rises in the rural areas and the government accelerates its plan to boost rural consumption and facilitate rural retail infrastructure, confectionery consumption in rural areas is expected to grow. Distribution channels. The fast expanding hypermarkets and supermarkets are transforming the China food retail landscape. Hypermarkets and supermarkets fast expansion into cities serve as excellent distribution channels and provide wide exposure to large consumer base. While these distribution channels are traditionally aimed at the urban population, many initiatives have also been implemented to serve the rural population. China’s Ministry of Commerce targets to build 250k new farmhouse supermarkets targeting 70% of the counties and villages across the PRC between 2005 and 2010. This will help tap into the unleashed consumption needs in local rural areas. Rise in disposable income. Annual urban household disposable income is on the rise in China. This provides consumers with more purchasing power which will in turn boost the snack industry. In the past food consumption in China was mainly restricted to necessity. With the increasing affluence and lifestyle changes, Chinese consumers would demand a greater variety of food which includes convenient foods such as snacks. Page 7 24 January 2007 Hsu Fu Chi Int’l Ltd Chart 3: Urban Households Annual Income 10,000 RMB 8,000 6,000 4,000 2,000 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 0 Year Urban Households Income Source: Company, OIR estimates Product Analysis Candy. The bulk of HFCI’s revenues are from the sales of candy products particularly in the months leading up to the Chinese New Year. Candy products include jellies, peanut crisps, are very well received during the festive season and account for the majority of group sales. Revenue from candy products are expected to be higher in FY07 given that Chinese New Year in 2007 will commence later than usual in mid February. This prolongs the retail season for these New Year goodies and is expected to rake in good growth. In terms of profitability candy products enjoy a fairly significant gross profit margin and this is expected to increase slightly in FY07 and FY08 as new the production capacity will help it reap economies of scale. Going forward, we see potential to reduce seasonality in demand in the candy products by stronger product positioning that will allow them to target a broader group of consumers, rather than focusing mainly on the Chinese New Year demand. Page 8 24 January 2007 Hsu Fu Chi Int’l Ltd Chart 4: Candy Products Source: Company 44.0% 43.5% 43.0% 42.5% 42.0% 41.5% 41.0% 40.5% 40.0% 39.5% 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Candy GP Margins (%) Candy Revenue (RMB '000) Chart 5: Candy Revenue and Margins 2004 2005 2006 2007F 2008F Year Candy Revenue Candy GP Margins Source: Company, OIR estimates Page 9 24 January 2007 Hsu Fu Chi Int’l Ltd Cookie and Cake Products. HFCI has approximately 85 cake and cookie products. The major products under this category are (Taiwanese style short cakes), high fibre cookies and (Japanese style wafer cookies). Although margins have taken a dive since 2004, we feel that slight improvements would be experienced in the coming years. Although cake and cookie products make up the least of revenues, it is nonetheless important as it provides variety for consumers. Chart 6: Cookie and Cake Products Source: Company 45.0% 44.0% 43.0% 42.0% 41.0% 40.0% 39.0% 38.0% 1,000,000 800,000 600,000 400,000 200,000 0 Cake & Cookie GP Margins (%) Cake & Cookie Revenue (RMB '000) Chart 7: Cake and Cookie Revenue and GP Margins 2004 2005 20062007F2008F Year Cake & Cookie Revenue Cake & Cookie GP Margins Source: Company, OIR estimates Page 10 24 January 2007 Hsu Fu Chi Int’l Ltd Sachima With over 15 Sachima products, Sachima is one of the most well-known products of HFCI, and management believes HFCI is the largest manufacturers of Sachima in the PRC. Chart 8: Sachima Source: Company 600,000 27.5% 27.0% 26.5% 26.0% 25.5% 25.0% 24.5% 24.0% 23.5% 23.0% 22.5% 22.0% 500,000 400,000 300,000 200,000 100,000 0 2004 2005 Sachima GP Margins (%) Sachima Revenue (RMB '000) Chart 9: Sachimi Revenue and GP Margins 2006 2007F 2008F Year Sachima Revenue Sachima GP Margins Source: Company, OIR estimates Page 11 24 January 2007 Hsu Fu Chi Int’l Ltd Capacity expansion. HFCI’s planned productive capacity is based on the historical and forecasted production demand during the peak season. In FY06, HFCI operated on a 90.4% utilization rate during the peak season. As of present, HFCI is expanding its production facilities in Dongguan. Commercial production of the new facilities will be carried out in phases starting 2QFY07. By FY08, the estimated production capacity will be approximately 213k tonnes. Production Capacity (Tonnes) 250,000 92.0% 90.0% 88.0% 86.0% 84.0% 82.0% 80.0% 78.0% 76.0% 74.0% 72.0% 200,000 150,000 100,000 50,000 0 2004 2005 Peak Season Utilization Rate (%) Chart 10: Production Capacity & Utilization Rate 2006 2007F 2008F Year Production Capacity (Tonnes) Peak Season Utilization Rate (5) Source: Company, OIR estimates Page 12 24 January 2007 Hsu Fu Chi Int’l Ltd Background Information Management team. HFCI relies heavily on the experienced management team to execute the plans and strategies for the company. Name Position Previous Experience Educational Background Hsu Chen Executive Director Founded HFCI in 1992. Attended Ming Hsin Institute General Manager of Hsu Chi (Taiwan) Foods Co. Ltd General Manager of Taiwan An Gu Foods General Manager of Hsu Chi (Indonesia) Foods Co. Ltd General Manager of Thailand Hua Tai Liang He Company Page 13 Hu Chia Hsun President Director & Non executive director of Central Human BS from Tamkang University Resource and Management and ITAI Engineering & Construction from Andrews Senior Consultant at Technomic MBA Consultants University Hsu Hang COO President of Dongcheng Branch of Diploma from Institute of Dongguan Taiwan Investment Enterprise World's Journalism Association (1999-2001) Sales Director of Taiwan An Gu Foods (1981-1992) Hsu Keng CTO Responsible for sales and logistics of Diploma from Institute of Taiwan An Gu Foods Industrial Co Ltd World's Journalism (1984-1992) Danny Heng Financial Controller Financial controller of JK Yaming BA Business Administration International Holdings (2005-2006) from Baruch College Financial controller of Shenzhen Brightway MS from Lubin Graduate Petrochemical (2004-2005) School of Business Finance Director of Nextec Applications (2001-2004) Financial Controller of Novena Holdings (2000-2001) Regional Internal Audit Manager of Philips Electronics Singapore (1997-2000) 24 January 2007 Hsu Fu Chi Int’l Ltd Production process. Stringent quality controls are implemented in the course of production from the receipt of raw materials to before products are packaged. Raw materials used in production include flour, eggs, sugar, sugar syrup, butter oil and milk powder. Candy products production process Inspecting raw materials Input of raw materials Heating and Melting Filtering Selection Cooling Shaping Flavouring Forming and shaping of products Quality Checks Cake & cookies production process Inspecting raw materials Input of raw materials Mixing Packaging Quality checks Cooling Baking Sachima production process Inspecting raw materials Quality check Input of raw materials Mixing flour Shaping & cutting Mixing with sugar Fermenting Frying Selection & packaging Source: Company Page 14 24 January 2007 Hsu Fu Chi Int’l Ltd Hsu Fu Chi's Key Financial Data EARNINGS FORECAST Year Ended 30 Jun (RMB m) Revenue Cost of sales Other Income Operating Expenses Finance costs Profit before tax FY05 FY06 FY07F FY08F 1,809.4 2,056.3 2,279.1 2,485.6 -1,128.8 -1,273.3 -1,390.7 -1,508.2 6.6 32.8 10.0 10.9 -381.9 -7.3 -495.7 -7.7 -599.4 -6.8 -653.7 -5.0 184.2 241.9 292.2 329.6 Tax credit/(expenses) -22.5 -30.6 -35.7 -37.0 Profit after tax 161.7 211.4 256.6 292.6 BALANCE SHEET As at 30 Jun (RMB m) FY05 FY06 FY07F FY08F Cash 183.9 133.3 236.8 393.6 Other current assets 584.4 618.1 676.8 738.1 Fixed assets Non-current assets 792.5 141.7 938.3 138.8 1,087.3 138.8 1,156.8 138.8 Total assets 1,718.2 1,873.5 2,187.0 2,476.8 Current liabilities (excl. debt) 703.3 699.1 676.5 673.6 Debt 260.0 186.7 136.7 86.7 Other long term liabilities Total liabilities 30.0 733.3 30.0 729.1 30.0 706.5 30.0 703.6 984.8 1,144.4 1,480.5 1,773.1 1,718.2 1,873.5 2,187.0 2,476.8 Shareholders equity Total equity and liabilities Page 15 24 January 2007 Hsu Fu Chi Int’l Ltd CASH FLOW Year Ended 30 Jun (RMB m) FY05 Operating cash flow before working capital changes Working capital changes Tax and net interest expenses Other operating cash flow Net cash from operations FY06 FY07F FY08F 298.7 391.8 446.7 497.8 38.4 -197.5 -8.5 -14.8 -46.2 -49.4 -44.2 -46.3 0.0 0.0 0.0 0.0 291.0 144.8 394.0 436.7 Investing cash flow -270.7 -271.9 -293.2 -225.5 Net change in debt -34.0 148.5 399.5 -86.7 Net cash flow -13.7 21.5 500.3 124.6 Cash at beginning of year 124.1 110.4 131.9 632.2 Cash at end of year 110.4 131.9 632.2 756.8 24.0 18.0 15.7 13.9 Key Ratios PER(x) Price/Book (x) 4.7 4.0 3.1 2.6 EV/EBITDA (x) 16.5 13.0 10.7 9.2 ROE (%) 16.4 18.5 17.3 16.5 Net Cash 11.1 Net Cash Net Cash Net Gearing (%) Source: Company data, OIR estimates Page 16 24 January 2007 Hsu Fu Chi Int’l Ltd SHAREHOLDING DECLARATION: The analyst/analysts who wrote this report holds NIL shares in the above security. 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