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馮兆山先生(Michael Fung)
經理

現任職輝立經理,對投資股票、期權經驗豐富。本人樂意為客戶提供投資分析及買賣策略。歡迎各位來電交流心得。
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莎莎國際 (178.HK)

Monday, June 8, 2026 Views45

莎莎國際 (178.HK)

「韓流熱潮」帶動莎莎國際重塑增長曲線

# 根據莎莎國際 (178HK) 最新公布截至2025年12月31日止的第三季度業績顯示, 集團共錄得 11.59億港元, 按年增長12.5%。

# 近年, 莎莎國際採取「體驗經濟」和「韓團熱潮」的營運策略, 令業績重回增長軌道上。

– 策略一, 實體店轉型至「體驗中心」

目前, 集團的線下業務佔總收入逾八成, 而港、澳地區的銷售額升11.8%, 共8.52億元.

集團於銅鑼灣禮頓中心旗艦店打造 K-Beauty Pop-up Store, 大量引入大量來自韓國的熱賣產品。

另外, 集團亦同時透過數碼工具鎖定本港年輕一代消費群, 將原本流向海外代購或跨境電商的消費力, 重新導流回本地消費市場。

- 贊助演唱會活動, 吸引年輕消費者眼球

莎莎早前贊助韓國女團 Blackpink 演唱會, 一方面成功吸引大量本地年輕消費者;同時亦吸引一批來自內地及海外的銷費群。

去年, 集團於國慶黃金週、購物節及聖誕推廣期間, 於銅鑼灣、旺角及尖沙咀等旅遊旺區分店的「每宗交易平均金額」和「總交易宗數」,分別按年升9.4%及2.9%。

– 大舉引進韓國大熱品牌產品

隨著實體店營銷策略的轉型, 客流漸見復甦, 加上線上業務的持續增長, 莎莎國際正逐步重回增長曲線。

# 看圖睇勢, 莎莎國際於公布業績前後, 股價一直徘徊於 HK$0.8 附近企穩。在營銷策略見成效的前提下, 股價有機會一舉突破50天平均線 = $0.825, 10天平均線 = $0.845及20天平均線 = $0.867.

首個目標價為今年4月15日的高位 = $0.89;第二個目標價為5月4日的高位 = $1.

投資者可於 $0.8 附近作出吸納, 止蝕位定於$0.76。

本人馮兆山為證監會持牌人士。截至本評論文章發表日止,本人及/或其有聯繫者並無持有全部提及之證券的所有相關財務權益.

I, Michael Fung, am a licensed person under the Securities and Futures Commission. Until the date this commentary was published, neither I and/or my affiliates are the beneficiary of the securities mentioned herein or are entitled to any financial interests in relation thereto.

This report is produced and is being distributed in Hong Kong by Phillip Securities Group with the Securities and Futures Commission (“SFC”) licence under Phillip Securities (HK) LTD and/ or Phillip Commodities (HK) LTD (“Phillip”). Information contained herein is based on sources that Phillip believed to be accurate. Phillip does not bear responsibility for any loss occasioned by reliance placed upon the contents hereof. The information is for informative purposes only and is not intended to or create/induce the creation of any binding legal relations. The information provided do not constitute investment advice, solicitation, purchase or sell any investment product(s). Investments are subject to investment risks including possible loss of the principal amount invested. You should refer to your Financial Advisor for investment advice based on your investment experience, financial situation, any of your particular needs and risk preference. For details of different product's risks, please visit the Risk Disclosures Statement on http://www.phillip.com.hk. Phillip (or employees) may have positions/ interests in relevant investment products. Phillip (or one of its affiliates) may from time to time provide services for, or solicit services or other business from, any company mentioned in this report. The above information is owned by Phillip and protected by copyright and intellectual property Laws. It may not be reproduced, distributed or published for any purpose without prior written consent from Phillip.
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