伐谋-中小盘信息更新 三夫户外（002780.SZ） 品牌化运营元年，全渠道布局成效初显 2025 年 04 月 30 日 投资评级：买入（维持） | 日期 | 2025/4/29 | | --- | --- | | 当前股价(元) | 12.28 | | 一年最高最低(元) | 16.00/8.20 | | 总市值(亿元) | 19.35 | | 流通市值(亿元) | 16.04 | | 总股本(亿股) | 1.58 | | 流通股本(亿股) | 1.31 | | 近 3 个月换手率(%) | 392.85 | 中小盘研究团队 ——中小盘信息更新 | 周佳（分析师） | 张越（分析师） | 赵晨旭（联系人） | | --- | --- | --- | | zhoujia@kysec.cn | zhangyue1@kysec.cn | zhaochenxu@kysec.cn | | 证书编号：S0790523070004 | 证书编号：S0790524090003 | 证书编号：S0790124120019 | 聚焦品牌运营，2025Q1 经营业绩超预期 公司发布 2024 年年报及 2025 年一季报，20 ...

Group 1: Financial Performance - In 2024, the company achieved a revenue of 800.26 million yuan, with X-BIONIC brand contributing 289.86 million yuan, a year-on-year increase of 34.91% [2] - For Q1 2025, the company reported a revenue of 194.02 million yuan, with X-BIONIC brand generating 76.07 million yuan, a year-on-year growth of 27.99% [2] - The CRISPI brand's revenue in 2024 was 92.98 million yuan, showing a year-on-year increase of 16.49% [2] - The combined revenue from LA SPORTIVA, MYSTERY RANCH, and DANNER brands reached 120.73 million yuan, with a year-on-year growth of 23.93% [2] Group 2: Strategic Plans - In 2025, the company plans to adjust the pricing strategy for some X-BIONIC new products to enhance market competitiveness [2] - The company aims to accelerate the cleanup of the Squirrel Tribe business to minimize its impact on overall performance [2] - The company will focus on the exclusive agency brand Marmot, primarily through online sales channels in 2025 [2] - The company is committed to brand-oriented operations and expects to enter a phase of healthy and rapid development in 2025 [2] Group 3: Market Expansion and Brand Development - The company plans to open 15-20 new X-BIONIC stores in 2025, primarily in key cities like Beijing, Chengdu, and Shenyang [4] - HOUDINI brand will have approximately 20 self-operated and dealer stores, while CRISPI will have 2-3 single-brand stores [4] - The outdoor market in China is experiencing rapid growth, with outdoor clothing becoming a popular daily wear style [4] - The company will establish a joint R&D center with its Swiss headquarters to enhance product development and marketing strategies [4] Group 4: Product Strategy - The company will broaden the price range of X-BIONIC products, introducing mid-to-high-end products while maintaining high positioning for certain items [4] - New products like X-BIONIC Breeze summer pants and moisture-wicking POLO shirts will be tested through online sales channels, exceeding market expectations [4]

Core Viewpoint - The financial performance of Sanfu Outdoor in 2024 shows significant declines in key metrics such as net profit and cash flow, indicating serious operational challenges and increased market competition [1][3][10]. Financial Performance Summary - Revenue Decline: In 2024, Sanfu Outdoor reported revenue of 800,262,975.04 yuan, a decrease of 5.45% from 846,399,984.53 yuan in the previous year. The outdoor products segment generated 744,100,518.93 yuan, accounting for 92.98% of total revenue, down 3.86% year-on-year, while outdoor services revenue fell 22.47% [2]. - Net Profit Drop: The net profit attributable to shareholders was -21,494,108.54 yuan, a decline of 158.83% compared to 36,533,966.95 yuan in the previous year. The net profit after excluding non-recurring items was -27,999,280.54 yuan, down 186.11% from 32,515,933.97 yuan [3][4]. - Earnings Per Share: Basic earnings per share were -0.14 yuan, down 160.87% from 0.23 yuan, while the diluted earnings per share after excluding non-recurring items were -0.18 yuan, a decrease of 190.00% from 0.20 yuan [4]. Expense Analysis - Sales Expenses Increase: Sales expenses rose by 9.73% to 271,738,231.14 yuan from 247,650,486.87 yuan, indicating increased investment in market promotion and brand awareness [5]. - Management Expenses Slight Decrease: Management expenses decreased by 1.60% to 90,693,314.95 yuan from 92,172,499.93 yuan, suggesting a need for further optimization in management processes [6]. - Financial Expenses Slightly Reduced: Financial expenses were 18,940,078.59 yuan, a slight decrease of 0.60% from 19,054,792.71 yuan, but the company still needs to manage its debt structure effectively [7]. Cash Flow Situation - Operating Cash Flow Decline: The net cash flow from operating activities was 25,748,191.14 yuan, down 52.42% from 54,110,515.12 yuan, indicating weakened cash collection capabilities [10]. - Investment Cash Flow Improvement: The net cash flow from investing activities improved to -15,330,838.80 yuan from -54,659,867.59 yuan, reflecting a reduction in cash outflow for acquisitions [11]. - Financing Cash Flow Significant Decrease: The net cash flow from financing activities was -49,593,920.25 yuan, a decrease of 214.97% from -15,745,524.86 yuan, indicating reduced cash inflow from borrowings [12]. R&D and Innovation - Stable R&D Investment: R&D expenses were 10,291,997.52 yuan, a slight increase of 0.19% from 10,272,018.55 yuan, showing ongoing commitment to product innovation [8].

Investment Rating - The investment rating for the company is "Accumulate" [1] Core Views - The company reported a strong Q1 performance in 2025, with revenue and net profit significantly exceeding expectations, marking the best Q1 performance in its history [2] - The company plans to launch the Marmot brand operations in China in 2025, which is expected to contribute positively to future growth [8] - The outdoor industry is benefiting from global trends and increasing penetration among the younger generation, indicating a high growth phase for the company [8] Summary by Sections Financial Performance - In 2024, the company reported revenue of 800 million, a decline of 5.45% year-on-year, with a net loss of 21 million [2] - For Q1 2025, the company achieved revenue of 194 million, a year-on-year increase of 14.5%, and a net profit of 13 million, reflecting a substantial increase of 2806% [2][6] - The gross margin for Q1 2025 was 59.6%, up 3.0 percentage points year-on-year [6] Brand Performance - X-BIONIC brand revenue grew by 35% in 2024, driven by the opening of franchise stores [4] - The company plans to expand its store network significantly in 2025, with 15-20 new X-BIONIC stores and approximately 20 HOUDINI stores [8] Market Trends - The outdoor market is currently in a high growth phase, with expectations for continued expansion driven by new product launches and increased brand presence [8] - The company is focusing on enhancing its product offerings and expanding its market share among franchisees [8] Future Projections - Revenue forecasts for 2025 and 2026 have been adjusted to 1,026 million and 1,251 million respectively, with a new projection for 2027 at 1,507 million [9] - The company maintains a projected EPS of 0.38 for 2025, with a PE ratio of 28 [9][11]

目 录 募集资金年度存放和使用情况鉴证报告 北京三夫户外用品股份有限公司 容诚专字[2025]251Z0110 号 容诚会计师事务所(特殊普通合伙) 中国·北京 | 序号 | 容 内 | 页码 | | --- | --- | --- | | 1 | 募集资金年度存放与使用情况鉴证报告 | 1-3 | | 2 | 募集资金年度存放与使用情况专项报告 | 1-5 | | 3 | 附表 | 6-8 | 募集资金年度存放与使用情况鉴证报告 容诚会计师事务所（特殊普通合伙） 总所：北京市西城区阜成门外大街 22 号 1 幢 10 层 1001-1 至 1001-26 (100037) TEL:010-6600 1391 FAX:010-6600 1392 E-mail:bj@rsmchina.com.cn https://www.rsm.global/china/ 容诚专字[2025]251Z0110 号 北京三夫户外用品股份有限公司全体股东： 我们审核了后附的北京三夫户外用品股份有限公司（以下简称三夫户外公司） 董事会编制的《2024 年度募集资金存放与使用情况专项报告》。 一、 对报告使用者和使用目的的限定 本鉴证 ...

信达证券股份有限公司（以下简称"信达证券"或"保荐机构"）作为北京 三夫户外用品股份有限公司（以下简称"三夫户外"或"公司"）非公开发行股 票的保荐机构，根据《证券发行上市保荐业务管理办法》《深圳证券交易所上市 公司自律监管指引第 1 号—主板上市公司规范运作》等相关规定，对三夫户外 2024 年度募集资金存放与使用情况进行了认真、审慎的核查，具体核查情况如 下： 一、募集资金基本情况 （一）实际募集资金金额、资金到位情况 关于北京三夫户外用品股份有限公司 信达证券股份有限公司 2024 年度募集资金存放与使用情况专项核查意见 经中国证券监督管理委员会证监许可【2021】173 号文《关于核准北京三夫 户外用品股份有限公司非公开发行股票的批复》的核准，公司向特定投资者非公 开发行人民币普通股股票 12,218,843 股，每股发行价格为 15.81 元，应募集资金 总额为193,179,907.83元，扣除与发行有关的费用7,185,778.39元（不含税金额）， 实际募集资金净额为 185,994,129.44 元。该募集资金已于 2021 年 9 月 27 日划入 公司募集资金专户，已经容诚会计师事务所（ ...

关于贵州鹰极体育旅游有限责任公司 业绩承诺实现情况的专项说明审核报告 北京三夫户外用品股份有限公司 容诚专字[2025]251Z0215 号 容诚会计师事务所(特殊普通合伙) 中国·北京 | | | | 序号 | 容 内 | 页码 | | --- | --- | --- | | 1 | 业绩承诺实现情况说明的审核报告 | 1-2 | | 2 | 业绩承诺实现情况的说明 | 1-4 | 容诚会计师事务所（特殊普通合伙） 总所：北京市西城区阜成门外大街 22 号 1 幢 10 层 1001-1 至 1001-26 (100037) TEL:010-6600 1391 FAX:010-6600 1392 E-mail:bj@rsmchina.com.cn https://www.rsm.global/china/ 关于贵州鹰极体育旅游有限责任公司 业绩承诺实现情况的专项说明审核报告 容诚专字[2025]251Z0215 号 北京三夫户外用品股份有限公司全体股东： 我们接受委托，审核了后附的北京三夫户外用品股份有限公司（以下简称三 夫户外公司或公司）管理层编制的《关于贵州鹰极体育旅游有限责任公司业绩承 诺实现情况的专 ...

运动·快乐·梦想 证券代码：002780 证券简称：三夫户外 公告编号：2025-025 北京三夫户外用品股份有限公司 关于召开 2024 年度股东大会的通知 本公司及董事会全体成员保证信息披露的内容真实、准确、完整，没有虚假记载、 误导性陈述或重大遗漏。 一、召开会议的基本情况 通过深圳证券交易所交易系统进行网络投票的具体时间为：2025 年 5 月 16 日上午 09:15～09:25、09:30～11:30，下午 13:00～15:00； 通过深圳证券交易所互联网投票系统进行投票的具体时间为：2025 年 5 月 16 日上午 09:15 至下午 15:00 期间的任意时间。 2025 年 5 月 9 日下午收市时在中国证券登记结算有限公司深圳分公司登记在册的公 司全体普通股股东均有权出席股东大会，并可以以书面形式委托代理人出席会议和参加 表决，该股东代理人不必是本公司股东（授权委托书模板详见附件 3）。 第 1 页 共 6 页 1、 股东大会届次：2024 年度股东大会 2、 股东大会的召集人：公司董事会 3、 会议召开的合法、合规性：本次股东大会会议召开符合有关法律、行政法规、部门规 章、规范性文件 ...

运动·快乐·梦想 二、 监事会会议审议情况 证券代码：002780 证券简称：三夫户外 公告编号:2025-013 北京三夫户外用品股份有限公司 第五届监事会第十四次会议决议公告 本公司及监事会全体成员保证信息披露的内容真实、准确、完整，没有虚假记载、 误导性陈述或重大遗漏。 一、 监事会会议召开情况 北京三夫户外用品股份有限公司（以下简称"公司"）于 2025 年 4 月 14 日以电子邮件方 式向全体监事发出召开第五届监事会第十四次会议通知，会议于 2025 年 4 月 24 日以现场结 合通讯方式召开。会议由监事会主席李继娟主持，应出席监事 3 名，实际出席监事 3 名，其 中许瑞燕女士以通讯方式参会。公司高级管理人员列席了会议。会议的召集和召开符合《中 华人民共和国公司法》和《北京三夫户外用品股份有限公司章程》的有关规定。 （一） 以 3 票同意，0 票反对，0 票弃权，一致通过《关于 2024 年度监事会工作报告的 议案》 公司《2024 年度监事会工作报告》内容详见巨潮资讯网（www.cninfo.com.cn）。 本议案尚需提交公司 2024 年度股东大会审议。 （二） 以 3 票同意，0 票反 ...

运动·快乐·梦想 二、 董事会会议审议情况 （一） 以7票同意，0票反对，0票弃权，一致通过《关于2024年度总经理工作报告的议 案》 董事会审议了总经理张恒先生提交的《2024年度总经理工作报告》，认为2024年度公司经 营管理层有效地执行了股东大会和董事会的各项决议，《2024年度总经理工作报告》客观、真 实地反映了2024年度公司落实董事会决议、管理经营、执行公司各项制度等方面的工作及取 得的成果。 （二） 以7票同意，0票反对，0票弃权，一致通过《关于2024年度董事会工作报告的议 案》 证券代码：002780 证券简称：三夫户外 公告编号：2025-012 北京三夫户外用品股份有限公司 第五届董事会第十四次会议决议公告 本公司及董事会全体成员保证信息披露的内容真实、准确、完整，没有虚假记载、 误导性陈述或重大遗漏。 一、 董事会会议召开情况 北京三夫户外用品股份有限公司（以下简称"公司"）于2025年4月14日以电子邮件方式 向全体董事发出召开第五届董事会第十四次会议通知，会议于2025年4月24日以现场结合通讯 方式召开，会议由董事长张恒主持，应出席董事7名，实际出席董事7名，其中张恒先生、孙 雷 ...