What to look out for in the company's financial report when purchasing SG blue chip stocks?

Please take note of Free Cash Flow. You can watch the entire video, or jump to where he talks about booking.com, compared to SIA at 16:10:

https://www.bpinvestor.com/WebinarReplay

You also need to take note of the debt levels. These days, some SG blue chips can really make investors feel very blue, because traditional businesses are having a tough time in this challenging climeate.

Honestly speaking, for SG market, I will only look at banks and REITs (certain strong ones only).

I think there are no hard and fast rules here but you definitely want to look out for the following in my opinion:

1. Are revenues and profits increasing?

2. How is the debt level of the company? Overly leveraged companies will face the risk of bankruptcy if they are unable to clear their debt on time during a crisis.

3. Is the Return on Equity (ROE) of the company at healthy levels of at least 15%?

Of course the list above is not exhaustive but it will serve as a good first cut to sieve out lousy companies. You may also want to ask yourself moving forward whether the company can continue to innovate in their industry and capitalise on future growth drivers to continue to add value.