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STOCK COMPARISON

Smoore International Holdings Ltd vs Philip Morris International: Fair Value & Quality

Both stocks run through our valuation models. Here is how Smoore International Holdings Ltd (6969) and Philip Morris International (PM) compare, as of Sep 5, 2026.

As of Sep 5, 2026, Fair Value Calculator sees Philip Morris International as the less overvalued of the two: Smoore International Holdings Ltd trades at HK$9.83 versus a fair value of HK$4.19 (-57%), while Philip Morris International trades at $186 versus $104 (-44%).
Smoore International Holdings Ltd
6969.HK · HKD · Consumer Staples
-57%
upside to fair value
overvalued
PriceHK$9.83
Fair ValueHK$4.19
Quality61/100
Philip Morris International
PM · USD · Consumer Staples
-44%
upside to fair value
overvalued
Price$186
Fair Value$104
Quality78/100
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Head-to-head numbers

Green value = the better side for that row (for valuation multiples: lower = cheaper).

Smoore International Holdings LtdPhilip Morris International
Valuation
37.4×P/E (TTM)25.4×
10.80×P/S (TTM)7.13×
2.12×P/B—
30.8×EV/EBITDA18.1×
—PEG2.52×
−57.4%Fair value upside−44.3%
3.0%Dividend yield3.1%
—Dividend per share$5.76
Profitability
-1%Operating margin36%
0.20×EBIT margin trend (5Y)0.90×
144%Return on equity—
51%Return on assets15%
Growth
16%Revenue growth (YoY)9%
5.5%Avg. growth/yr (3Y)8.6%
7.3%Avg. growth/yr (5Y)7.2%
−20.6%Value creation/yr+12.1%
Balance & size
44.3×Interest coverage (EBIT/interest)9.4×
$6BMarket cap$296B
mixedGrowth qualityhealthy

Philip Morris International leads: 3 to 10 metric wins.

Dash = not meaningfully computable, for example with negative equity.

Quality in detail

The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.

Smoore International Holdings Ltdof which business quality 55 · market factors 26 Philip Morris Internationalof which business quality 74 · market factors 69
ProfitabilityMargins and returns on capital today
33
76
Quality GrowthAre margins and returns improving?
58
63
CashflowEarnings quality: real cash, not paper profit
8
81
Fin. StrengthBalance sheet, leverage, solvency risk
96
62
InvestmentDisciplined investing over empire-building
80
85
Low VolatilityCalm price path (market factor)
36
86
MomentumPrice trend over the last 3–12 months (market factor)
29
55
52W MomentumDistance to the 52-week high (market factor)
9
72
Net IssuanceBuybacks instead of dilution
75
80

What the models say

How far the median fair value (base case) per model family sits from the current price, in percent. The amount in the currency of the trading venue is shown underneath.

above the price, more than 15% above close to the price, 85% to 115% of the price below the price, more than 15% below

Model familySmoore International Holdings LtdPrice HK$9.83Philip Morris InternationalPrice $186
DCF Models-59%below the priceHK$4.07-49%below the price$95.84
Earnings-Based-54%below the priceHK$4.57-64%below the price$66.23
Dividend Discount-60%below the priceHK$3.96-56%below the price$82.37
Multiples-63%below the priceHK$3.63-38%below the price$115
Asset-Based-76%below the priceHK$2.36n/a
Growth DCFn/a-68%below the price$59.46
Economic Profit-73%below the priceHK$2.67-61%below the price$71.82
Growth Earnings-41%below the priceHK$5.78-35%below the price$122
Minimum-76%below the priceHK$2.36-68%below the price$59.46
Maximum-41%below the priceHK$5.78-35%below the price$122
Median-60%below the priceHK$3.96-56%below the price$82.37
Geometric mean-62%below the priceHK$3.71-54%below the price$84.72

Minimum, maximum, median and geometric mean refer to the family values in this table. Geometric because deviations are ratios: half the price and twice the price average to 100%, not 125%.

Smoore International Holdings Ltd: 17 of 17 models see the stock below the current price.

Philip Morris International: 22 of 22 models see the stock below the current price.

Scenario ranges

From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.

Smoore International Holdings Ltd
Bear HK$3.15Fair Value HK$4.19Bull HK$5.24
HK$9.83 = current price (white tick)
Philip Morris International
Bear $62.46Fair Value $104Bull $148
$186 = current price (white tick)

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Ranked within their sector

Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.

Smoore International Holdings Ltd · Consumer Staples

Quality score61 · above median
Fair value upside-57% · bottom 25%

Philip Morris International · Consumer Staples

Quality score78 · Top 25%
Fair value upside-44% · bottom 25%

Bottom line

As of Sep 5, 2026, Fair Value Calculator sees Philip Morris International as the less overvalued of the two: Smoore International Holdings Ltd trades at HK$9.83 versus a fair value of HK$4.19 (-57%), while Philip Morris International trades at $186 versus $104 (-44%).

Philip Morris International has the higher quality score (78/100).

See the full analysis →
Smoore International Holdings Ltd · Philip Morris International

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A model-based valuation snapshot from 26 models. Values change with price and fundamentals; the date shown above applies.