Core Insights - The apparel industry in China is experiencing a slowdown in growth, with retail sales of clothing reaching 1,071.62 billion yuan in 2024, reflecting a mere 0.1% increase year-on-year, a significant decline of 15.3% compared to 2023 [1] - Among 25 selected publicly listed companies in the apparel sector, only 7 reported increases in both revenue and net profit, while 10 companies experienced declines in both metrics [1][2] Revenue and Profit Overview - In 2024, 15 companies reported a decline in net profit, and 13 saw a decrease in revenue. Notably, 10 companies experienced declines in both revenue and net profit [2] - Companies with declining performance include: - Baoxini: Revenue of 5.153 billion yuan, down 1.91%; net profit of 495 million yuan, down 29.07% [2][3] - Hailan Home: Revenue of 20.957 billion yuan, down 2.65%; net profit of 2.159 billion yuan, down 26.88% [2][3] - Sanfu Outdoor: Revenue of 800 million yuan, down 5.45%; net profit loss of 21 million yuan, down 158.83% [2][3] - Anzheng Fashion: Revenue of 2.034 billion yuan, down 6.23%; net profit loss of 124 million yuan, down 365.03% [2][3] - Aimer: Revenue of 3.163 billion yuan, down 7.71%; net profit of 163 million yuan, down 46.56% [2][3] Losses and Underperformance - Six companies reported losses, including: - Ge Li Si: Loss of 310 million yuan [4][5] - Sanfu Outdoor: Loss of 21 million yuan [4][5] - Anzheng Fashion: Loss of 124 million yuan [4][5] - Xinhe Shares: Loss of 67 million yuan [4][5] - Meibang Clothing: Loss of 195 million yuan [4][5] - Annai: Loss of 115 million yuan [4][5] Performance Rankings - The top three companies in revenue growth are: - 361 Degrees: 19.6% growth [7] - Tanshan: 14.44% growth [7] - Anta Sports: 13.6% growth [7] - The bottom three in revenue growth are: - Meibang Clothing: -49.79% [7] - Annai: -20.7% [7] - Xinhe Shares: -20.1% [7] Net Profit Growth Rankings - The top three companies in net profit growth are: - Urban Beauty: 197% growth [9] - Anta Sports: 52.4% growth [9] - Tanshan: 48.5% growth [9] - The bottom three in net profit growth are: - Meibang Clothing: -715.45% [9] - Ge Li Si: -392.99% [9] - Anzheng Fashion: -365.03% [9]

证券代码：002563 证券简称：森马服饰 公告编号：2025-15 浙江森马服饰股份有限公司 2024 年度股东大会决议公告 本公司及董事会全体成员保证信息披露的内容真实、准确和完整，没有虚假 记载、误导性陈述或重大遗漏。 1、审议通过《公司 2024 年度董事会工作报告》。 本次股东大会无新议案提交表决，也无议案被修改或否决情况。出席会议的 股东及股东委托代理人以现场投票与网络投票相结合的方式，审议通过了以下提 案： 1 浙江森马服饰股份有限公司（以下简称"公司"）于 2025 年 5 月 8 日下午 2:00 在公司会议室召开公司 2024 年度股东大会。本次会议以现场会议和网络投 票结合的方式召开，会议通知已于 2025 年 4 月 1 日以公告形式发出。 一、会议召开和出席情况 出席本次股东大会的股东及股东代表共计 241 名，代表本公司有表决权股份 数 1,957,894,685 股，占公司有表决权股份总数的 72.6737%；其中现场参加本 次股东 大会 的股 东 及股东 代表 共 21 名，代 表本 公司 有 表决权 股份数 1,787,034,125 股，占公司有表决权股份总数的 66.33 ...

上海磐明律师事务所 中国上海市浦东新区世纪大道100号 上海环球金融中心15楼T61 邮政编码: 200120 Brightstone Lawyers Suite T61, 15/F, Shanghai World Financial Center No.100 Century Avenue, Pudong New District Shanghai 200120, China Tel 电话: +86 21 6881 5499 www.brightstonelawyers.com 致：浙江森马服饰股份有限公司 关于浙江森马服饰股份有限公司 2024 年度股东大会的法律意见书 浙江森马服饰股份有限公司（下称"公司"）2024 年度股东大会（下称"本次股东大会"） 的现场会议于 2024 年 5 月 8 日（星期四）下午 2:00 在上海市闵行区莲花南路 2689 号如期 召开，本次股东大会采取现场会议与网络投票结合的方式。上海磐明律师事务所（下称"本 所"）接受公司的委托，指派沙千里、杨露律师（下称"本所律师"）出席本次股东大会，根 据《中华人民共和国公司法》（下称《公司法》）、《中华人民共和国证券法》（下称《 ...

Group 1: Retail Performance and Growth Strategy - The company emphasizes retail growth and cost management, particularly with increased direct investment, aiming to enhance employee capabilities and optimize online conversion rates [6] - In Q1 2025, the retail sector is a key focus, with strategies to improve efficiency and streamline organizational structure [6] Group 2: Children's Clothing Market and Brand Strategy - The children's clothing market is becoming increasingly competitive, with brands expanding product lines and enhancing brand image to respond to challenges [6] - The company plans to increase advertising and innovate brand strategies to boost market share, focusing on product line extension and footwear development [6] Group 3: New Consumption Environment and Business Strategy - The company is exploring the new consumption sector, having initiated content e-commerce in 2024, and is gradually adapting its traditional business growth to this new area [6] - There is a focus on enhancing direct-to-consumer capabilities and strengthening overall membership operations in a competitive landscape [6] Group 4: International Business Development - Current overseas business is low in volume but growing rapidly, with strategic adjustments to deepen presence in Asia and explore European markets [7] - The company is increasing online investments in countries without physical store coverage, leveraging digital strategies for growth [7] Group 5: Sustainable Development and Corporate Responsibility - The company is committed to green and sustainable development, balancing investment and economic benefits while adhering to new disclosure standards for social responsibility [7] - Continuous efforts are made to disclose social responsibility reports and maintain a leading position in sustainability [7] Group 6: Long-term Investment vs. Short-term Profit - The company prioritizes balancing long-term investments with short-term profits, particularly in marketing expenditures, to enhance long-term competitiveness [8] - Monthly management meetings are held to monitor the health of target developments and ensure profitability while supporting customer needs [8] Group 7: Membership System Development - Each brand under the company has its own membership system, viewed as a significant asset, with ongoing efforts to enhance member experience and integrate resources across brands [8] Group 8: New Store Opening Strategy and Brand Upgrade - Detailed discussions on new store openings in 2025 focus on single-store models, locations, and customer demographics to enhance brand quality and consumer experience [8] - Emphasis is placed on differentiating from traditional stores and improving product management during the transition from wholesale to retail [8] Group 9: Offline Retail Transformation and Operational Strategy - The company aims to strengthen the integration of online and offline traffic, focusing on quality over quantity in store operations [9] - Strategies include promoting best-selling products and controlling discounts on slow-moving items to enhance profit margins [9]

Investment Rating - The investment rating for the company is "Buy" [5] Core Views - The company reported a revenue of 3.08 billion yuan in Q1 2025, a year-on-year decrease of 1.9%, with net profit attributable to shareholders at 210 million yuan, down 38.2% year-on-year [1] - The decline in revenue is attributed to weaker performance in the franchise business compared to direct sales, influenced by an earlier Chinese New Year affecting wholesale business [2] - Increased expenditure on marketing and store openings has temporarily pressured profit margins, but this strategy is expected to support long-term growth [3] - The company anticipates revenue growth from 2025 to 2027, with projected revenues of 14.89 billion yuan, 15.75 billion yuan, and 16.55 billion yuan, respectively, reflecting growth rates of 1.8%, 5.8%, and 5.1% [4] Summary by Sections Financial Performance - In Q1 2025, the gross margin was 47.0%, with an increase in sales expense ratio to 28.6% due to heightened advertising during the Spring Festival [3] - The company experienced a significant increase in inventory, up 29.4% year-on-year to 3.35 billion yuan, leading to a decrease in operating cash flow by 81.7% to 150 million yuan [3] Revenue and Profit Forecast - The forecast for net profit attributable to shareholders for 2025, 2026, and 2027 is 1.10 billion yuan, 1.20 billion yuan, and 1.31 billion yuan, respectively, with growth rates of -3.0%, +9.0%, and +8.6% [4] - The company maintains a strong brand presence with its main brands, Balabala and Semir, and is expected to benefit from ongoing store expansions and organizational changes [4]

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [6]. Core Views - The implementation of the parenting subsidy policy is expected to benefit the children's clothing business, as 23 provinces in China have begun exploring various forms of birth subsidies [2]. - The company aims to enhance its retail transformation and supply chain capabilities by focusing on consumer insights, efficient product operations, and precise product development [3]. - The company has adjusted its profit forecasts for 2025-2027, expecting revenues of 15.3 billion, 16 billion, and 17 billion respectively, with net profits of 1.1 billion, 1.2 billion, and 1.3 billion [4]. Financial Performance Summary - For Q1 2025, the company reported revenue of 3.1 billion, a year-on-year decrease of 2%, and a net profit of 200 million, down 38% year-on-year [1]. - The gross margin remained stable at 47%, while the net profit margin decreased by 4 percentage points to 7% [1]. - The sales expense ratio increased by 4 percentage points to 29%, and the management expense ratio rose by 1 percentage point to 5% [1]. Financial Forecast Summary - The company expects revenues for 2025 to be 15.25 billion, with a growth rate of 4.3% [5]. - The earnings per share (EPS) is projected to be 0.41, 0.45, and 0.49 for 2025, 2026, and 2027 respectively [4]. - The price-to-earnings (P/E) ratio is forecasted to be 14x, 13x, and 11x for the next three years [4].

公司报告 | 季报点评 森马服饰（002563） 证券研究报告 育儿补贴制度或利好童装业务 公司发布 25 年一季报 营收 31 亿，同比-2%，归母净利润 2 亿，同比-38%，扣非归母净利润 2 亿， 同比-43%； 截至 3 月 31 日，包括加盟和直营在内的全系统终端动态零售数据同比中个 位数增加。 毛利率 47%，同比持平，归母净利率 7%，同比-4pct； 销售费率 29%，同比+4pct；管理费率 5%，同比+1pct；研发费率 1%，同比 持平；财务费率同比-0.85%，同比+1pct。 育儿补贴制度或利好童装业务 3 月 13 日，内蒙古呼和浩特及时出台实施育儿补贴细则，据国家卫生健康 委，截至 24 年 10 月，全国已有 23 个省份，在不同层级开始探索实施生 育补贴制度，或一次性发放现金，或定期给予补贴、实行税收减免。生育 补贴政策落地后，从宏观层面看，有望带来生育率的回升，从而利好童装。 公司将继续以创新驱动发展，坚持零售转型的方向，优化单店盈利模型， 迭代 52 周 MD 机制，实现商品的精准规划与高效流转；持续强化对消费者 的洞察能力，深入了解消费者的偏好、需求和购买行为，提升商 ...

纺织服饰/服装家纺 森马服饰（002563.SZ） 2025Q1 终端零售稳步增长，短期费用扰动利润增速 2025 年 05 月 01 日 投资评级：买入（维持） | 日期 | 2025/4/30 | | --- | --- | | 当前股价(元) | 5.62 | | 一年最高最低(元) | 7.48/4.34 | | 总市值(亿元) | 151.41 | | 流通市值(亿元) | 123.74 | | 总股本(亿股) | 26.94 | | 流通股本(亿股) | 22.02 | | 近 3 个月换手率(%) | 44.5 | 信 息 更 新 报 告 股价走势图 数据来源：聚源 -40% -20% 0% 20% 2024-05 2024-09 2025-01 森马服饰 沪深300 相关研究报告 《2024 年分红比例提升，库存结构 改善奠定增长基础—公司信息更新 报告》-2025.4.2 《2022 年业绩承压，期待轻装上阵 &开店下业绩修复—公司信息更新 报告》-2023.4.6 ——公司信息更新报告 请务必参阅正文后面的信息披露和法律声明 1 / 4 | 吕明（分析师） 周嘉乐（分析师） 张霜凝（分析师 ...

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company experienced a slight decline in revenue in Q1 2025, with a total revenue of 3.08 billion yuan, down 1.9% year-on-year. The net profit attributable to shareholders decreased by 38.1% to 210 million yuan, primarily due to increased sales and marketing expenses [5][6] - Despite short-term profit pressure, the company is expected to recover performance through store quality improvements and channel optimization, maintaining profit forecasts for 2025-2027 [5][6] - The company’s gross margin slightly increased to 47.0%, while the net profit margin decreased to 7.0% due to higher sales expenses [7] Financial Summary - Revenue projections for 2025-2027 are 15.41 billion yuan, 16.21 billion yuan, and 17.04 billion yuan, respectively, with year-on-year growth rates of 5.4%, 5.2%, and 5.1% [8] - The net profit attributable to shareholders is forecasted to be 1.21 billion yuan in 2025, 1.30 billion yuan in 2026, and 1.41 billion yuan in 2027, with corresponding EPS of 0.45 yuan, 0.48 yuan, and 0.52 yuan [8][10] - The company’s P/E ratios are projected to be 12.6, 11.7, and 10.7 for 2025, 2026, and 2027, respectively [8][10] Operational Insights - As of Q1 2025, the company had a total of 8,268 stores, with a net decrease of 57 stores since the beginning of the year. Despite this, terminal retail maintained steady growth, indicating effective channel optimization strategies [6] - The inventory structure has improved, with a significant increase in the proportion of new products within one year of inventory age [7]

Core Insights - Semir has opened its first store in Malaysia at 1 UTAMA Shopping Centre in December 2024, followed by a second store in Sunway Pyramid Mall and the first overseas store for its children's brand Balabala in Pavilion Kuala Lumpur [1][3] Group 1: International Expansion Strategy - The opening of three stores marks a small step in Semir's nearly decade-long overseas market expansion, reflecting the trend of domestic apparel brands going global [3][4] - Semir aims to leverage its domestic supply chain and industry understanding to explore new growth paths in overseas markets, focusing on Southeast Asia, the Middle East, and breaking into Europe and the U.S. [3][4] - As of the end of 2024, Semir and Balabala have entered 15 countries and regions, with over 100 stores outside mainland China, including 30 new stores opened in 2024 [4] Group 2: Focus on Southeast Asia and the Middle East - Southeast Asia is a primary target for Chinese apparel brands due to cultural similarities, making it easier for products to penetrate the market [5] - Semir has successfully established itself in Vietnam, with Balabala operating 9 stores and plans to upgrade its management structure in the region for better market penetration [5] - The Middle East is also a key market for Semir, with a focus on partnerships with local agents to tap into the high demand for children's products [6] Group 3: Multi-Channel Strategy - Semir employs a dual-channel strategy of direct sales and partnerships with agents to optimize market entry and resource acquisition [7][8] - The company has achieved significant online growth, covering over 130 countries with online revenue increasing by over 80% year-on-year [7] - Physical stores are essential for building brand recognition and consumer relationships, with a focus on high-end positioning in Southeast Asia [8] Group 4: Adapting to Local Markets - Semir emphasizes the importance of understanding local market trends and consumer preferences to tailor its offerings [10][11] - The company has established a dedicated team for market research and product planning to ensure alignment with local cultural nuances [10][11] - In the Middle East, Semir adapts its marketing strategies to align with local customs and traditions, such as creating special product lines for Ramadan [11][13] Group 5: Long-term Goals - Semir aims for global brand recognition and market scale, aspiring to transition from a domestic brand to a global player in the fashion industry [14]