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Hildy Ling

Research Analyst at Morgan Stanley

Hong Kong

Hildy Ling is an Executive Director and Senior Equity Analyst at Morgan Stanley, specializing in Asian consumer and restaurant sectors with coverage of Super Hi International Holding and Haidilao International Holding. She has delivered consistently strong stock picking performance, including a 100% success rate and +44.4% average return for 1-year trade recommendations on Super Hi International, and up to 83.3% success rate with +12.45% returns on Haidilao International over shorter periods. Ling joined Morgan Stanley's Asia research team prior to 2023, contributing to their top-ranked efforts in Institutional Investor All-Asia Research polls, though her earlier career history and specific licensing information are not publicly confirmed. Her professional credentials are underpinned by long-term recognition in industry research polls and a track record of generating actionable investment ideas in the region.

Hildy Ling's questions to SUPER HI INTERNATIONAL HOLDING (HDL) leadership

Question · Q4 2024

Hildy Ling from Morgan Stanley inquired about Super Hi's pricing power and average customer spending amid potential consumption pressures, the 2025 forecast for table turnover rates and improvement strategies, and the degree of localization in its employee and customer base.

Answer

CEO Lijuan Yang stated the company will not easily increase prices, focusing instead on value, menu optimization, and flexible regional pricing. CFO Cong Qu expressed confidence in improving table turnover through management optimization, extended hours, and enhanced dining experiences. He also noted that 20-30% of employees and managers are local, and the customer mix is stable, with successful local outreach in some U.S. stores.

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Question · Q4 2024

Hildy Ling from Morgan Stanley inquired about Super Hi's pricing power and average customer spending trends amid potential consumption pressures, the outlook for table turnover rates in 2025, and the company's localization strategy regarding both employee composition and the percentage of non-Chinese customers.

Answer

CEO Lijuan Yang stated the company will not easily increase prices, instead focusing on value through menu optimization and supply chain management, while granting regional managers pricing flexibility. CFO Cong Qu expressed confidence in improving table turnover by enhancing customer loyalty, extending operating hours, and creating unique dining experiences like nightclub-themed decor. Regarding localization, an executive noted that 20-30% of employees and managers are local, and while the overall customer mix is stable, some U.S. stores have successfully attracted more local patrons.

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Question · Q4 2024

Hildy Ling of Morgan Stanley inquired about Super Hi's pricing power amid inflation, the 2025 forecast for average customer spending and table turnover rates, and the company's localization strategy regarding both employee and customer demographics.

Answer

CEO Lijuan Yang stated the company will not easily increase prices, focusing instead on value, menu optimization, and flexible regional pricing. CFO Cong Qu expressed confidence in improving table turnover through management optimization, extended hours, and enhanced dining experiences. On localization, Mr. Qu noted that 20-30% of employees and managers are local and that while the overall customer mix is stable, some U.S. stores are successfully attracting more local patrons.

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