证券代码：002832 证券简称：比音勒芬 公告编号：2025-030 比音勒芬服饰股份有限公司 关于使用闲置自有资金进行现金管理的进展公告 本公司及董事会全体成员保证信息披露内容的真实、准确和完整，没有虚 假记载、误导性陈述或重大遗漏。 比音勒芬服饰股份有限公司（以下简称"公司"）于 2024 年 9 月 29 日召开 第五届董事会第五次会议、第五届监事会第四次会议，会议审议通过了《关于增 加使用闲置自有资金进行现金管理额度的议案》，同意公司及子公司在不影响正 常生产经营和确保资金安全的情况下，使用不超过人民币 24 亿元的闲置自有资 金进行现金管理。此次审议的现金管理额度期限自董事会通过之日起 12 个月内 有效，在上述额度及有效期内，资金可滚动使用。具体内容详见 2024 年 9 月 30 日公司指定信息披露媒体《证券时报》《中国证券报》《上海证券报》《证券日报》 和巨潮资讯网（www.cninfo.com.cn）的相关公告。 根据上述决议，公司就近日购买理财产品的相关事宜公告如下： | 受托方 | 产品名称 | 产品类 | 金额 | 起息日 | 到期日 | 预期年化收益 | 资金来源 | | --- ...

Company Overview - Biyinlefen Co., Ltd. is located in Panyu District, Guangzhou, Guangdong Province, and was established on January 2, 2003. The company went public on December 23, 2016. Its main business involves the research and design, brand promotion, marketing network construction, and supply chain management of its own brand, Biyinlefen golf apparel [1]. Financial Performance - As of June 30, Biyinlefen achieved a revenue of 2.103 billion yuan for the first half of 2025, representing a year-on-year growth of 8.63%. However, the net profit attributable to shareholders decreased by 13.56% to 414 million yuan [2]. - The company has cumulatively distributed 1.736 billion yuan in dividends since its A-share listing, with 1.027 billion yuan distributed over the past three years [3]. Stock Performance - On September 4, Biyinlefen's stock price increased by 2.01%, reaching 16.74 yuan per share, with a trading volume of 65.27 million yuan and a turnover rate of 1.01%. The total market capitalization is 9.554 billion yuan [1]. - Year-to-date, the stock price has declined by 19.94%, but it has seen a slight increase of 0.12% over the last five trading days, 4.62% over the last 20 days, and 4.04% over the last 60 days [1]. Shareholder Structure - As of June 30, the number of shareholders increased by 9.52% to 38,100, with an average of 10,231 circulating shares per person, a decrease of 8.70% [2]. - Among the top ten circulating shareholders, Jiashi New Consumption Stock A and Huaxia Consumption Leader Mixed A are new entrants, holding 4.0783 million shares and 3.9393 million shares, respectively [3].

Group 1: Company Performance - Biyinlefen's revenue increased by 8.63% to 2.103 billion yuan, while net profit decreased by 13.56% to 414 million yuan in the first half of 2025 [2] - Dazzle Fashion's revenue decreased by 5.55% to 1.067 billion yuan, and net profit fell by 23.54% to 170 million yuan in the first half of 2025 [6] - Ge Li Si Group's revenue decreased by 5.28% to 1.371 billion yuan, but net profit increased by 45.27% to 85.06 million yuan in the first half of 2025 [8] - Seven Wolves' revenue decreased by 5.93% to 1.375 billion yuan, and net profit decreased by 13.93% to 160 million yuan in the first half of 2025 [12] - Anner's revenue decreased by 23.47% to 263 million yuan, with a narrowed net loss of 28.7 million yuan in the first half of 2025 [18] Group 2: Industry Trends - The overall retail sales growth of social consumer goods in China continued to narrow, with clothing and footwear retail sales only slightly increasing by 0.3% [4] - The online retail sales of wearable goods grew by only 1.4%, indicating a slowdown in consumer spending [4] - Many domestic clothing companies are facing challenges such as aging brands, declining channel efficiency, and high inventory levels, leading to a general decline in net profits [4] - The apparel industry saw a total revenue decline of 1.43% and a profit decline of 12.92% among large-scale enterprises in the first half of 2025 [18]

Core Viewpoint - The overall consumption environment in the first half of the year was not particularly favorable, but the performance of the company, Biyinlefen, was relatively good compared to the A-share market in the domestic apparel sector. The company aims to continue its efforts for improvement [1] Financial Performance - In the first half of 2025, Biyinlefen achieved operating revenue of 2.103 billion yuan, a year-on-year increase of 8.63%. However, the net profit attributable to shareholders decreased by 13.56% to 414 million yuan [5] - The gross profit margin was 75.92%, and the average return on equity was 18.38% [5] - In contrast, the apparel industry saw a decline in revenue and profit, with a 1.43% decrease in revenue and a 12.92% drop in total profit for large-scale enterprises [5] Strategic Focus - The company is accelerating its transformation towards youthfulness and internationalization, having acquired global trademarks for luxury brands "CERRUTI 1881" and "KENT&CURWEN" [2] - Biyinlefen is focusing on appealing to younger consumers, with approximately 70% of its VIP customers being from the "80s" and "90s generations, and over 30% of its Tmall flagship store followers being under 30 [2] - The company plans to break the perception that it only produces men's clothing and will continue to invest in the women's market [3] Pricing Strategy - The company is adapting its product pricing to be more appealing to younger, price-sensitive consumers while maintaining a high-end image [2] - Biyinlefen adheres to a strict pricing system, with discounts capped at 5% for regular customers and 10% for VIPs, ensuring brand integrity [6] Channel Development - The company is enhancing its presence in core shopping districts and high-end shopping centers, aiming to upgrade the consumer experience and strengthen its high-end brand image [6] - Biyinlefen's e-commerce revenue reached 214 million yuan, a year-on-year increase of 71.82%, accounting for 10.18% of total revenue [5] Market Trends - The luxury goods market is experiencing a decline, leading to a concentration of resources and talent among leading brands, which may result in a reshuffling of the luxury market landscape [7] - The traditional "moat" of luxury products is diminishing, making it essential for brands to adapt and reposition themselves in the changing market [7]

Core Performance Highlights - In the first half of 2025, the company achieved operating revenue of 2.103 billion yuan, representing a year-on-year growth of 8.63% [1][2] - The net profit reached 414 million yuan, showcasing the company's strong brand competitiveness with a gross margin of 75.92% [2] - The operating cash flow net amount was 336 million yuan, with available funds reaching 2.6 billion yuan, indicating robust financial health [1] Strategic Initiatives and Market Positioning - The company has significantly increased its online sales revenue by 71.82%, contributing to 10.18% of total revenue, driven by partnerships with platforms like Tmall and JD [5][7] - The brand's young consumer strategy is evident, with 70% of new offline VIP members being born in the 1980s and 1990s, and over 30% of Tmall flagship store followers being under 30 [5][7] - The company has expanded its physical presence with 1,328 stores, including 672 direct-operated and 656 franchised stores, enhancing its market penetration [5][7] Innovation and R&D Investment - The company has increased its R&D investment to 3.92% of revenue, focusing on fabric, process, and design innovations to strengthen product competitiveness [8] - The core apparel category has seen a year-on-year growth of 12%, reflecting the effectiveness of the company's innovation strategy [8] Long-term Growth Strategy - The company aims for a tenfold growth over the next decade, targeting total revenue of 30 billion yuan by 2033, with its core brand contributing 15 billion yuan [9] - The strategic focus on high-end, youthful, and international markets is expected to solidify the company's position as a long-term growth benchmark in the high-end apparel sector [9]

Core Insights - The rise of Golfcore continues, with brands like Malbon Golf and Munsingwear entering the Chinese market, indicating a growing interest in golf lifestyle products in China [1][2] - The target demographic for golf apparel has shifted from hardcore golfers to a broader audience seeking lifestyle and identity through fashion, particularly among younger consumers [2][3] - Brands are increasingly focusing on emotional value and lifestyle aspirations rather than just professional sports equipment, appealing to consumers' desires for identity and community [2][3] Brand Strategies - Local brand Biyinlefen has successfully leveraged the golf label to grow its revenue from 325 million yuan in 2013 to 4 billion yuan in 2024, despite a significant portion of its customers not being active golfers [3] - Biyinlefen's VIP customer base, which contributed nearly 80% of sales, primarily consists of individuals over 40 years old with high disposable income, indicating a stable but aging customer demographic [3] - To attract younger consumers, Biyinlefen has signed partnerships with young celebrities and reported a 71.3% increase in e-commerce sales, with Douyin sales growing by 149% [4] Competitive Landscape - Competing brands like Disan Te Golf and FILA Golf are targeting high-net-worth individuals and seeking a balance between professionalism and fashion, with pricing strategies that cater to different market segments [5][6] - New entrants like Malbon Golf and piv'vee are redefining golf apparel by incorporating streetwear aesthetics and targeting younger, trend-conscious consumers, moving away from traditional golf imagery [7][8] - The competition in the golf apparel market is intensifying, with brands needing to adapt to the evolving preferences of consumers, focusing on emotional value and identity rather than just technical performance [9]

Core Insights - The core philosophy of the company emphasizes creating value for consumers, which is essential for maintaining a competitive edge in a challenging market environment [1] - The Chinese apparel industry is experiencing significant market differentiation, with traditional brands facing declining performance while high-end outdoor segments show strong growth potential [2][3] Industry Overview - The outdoor apparel market in China is projected to grow at a compound annual growth rate (CAGR) of 14% from 2019 to 2024, with an expected increase to 15% from 2025 to 2029 [3] - Online sales in the outdoor apparel sector are growing rapidly, with a CAGR of 20% anticipated from 2019 to 2024 [3] Company Performance - In the first half of 2025, the company reported revenue of 2.103 billion yuan, marking an 8.63% year-on-year increase, with a notable 22.33% growth in the second quarter [3] - Online channel revenue surged by 71.82% year-on-year, indicating robust growth [3] Strategic Positioning - The company has successfully transitioned from a focus on professional golf apparel to high-end outdoor sportswear, capitalizing on emerging consumer trends such as "functionalism" and "scene-based dressing" [4] - The brand's resilience and unique positioning provide valuable insights for high-end apparel brands navigating the current market landscape [4] Brand Evolution - The company is undergoing a strategic upgrade to enhance its brand identity and appeal to younger consumers, while maintaining its core values and high-quality standards [7][10] - The brand's commitment to high-quality materials is exemplified by its exclusive agreement with a premium down supplier, ensuring superior product quality [10] Targeting Younger Consumers - The brand's physical stores have been revamped to create a modern and youthful atmosphere, with 70% of new VIP members in the first half of 2025 being from the post-80s and post-90s generations [12] - The company has launched a comprehensive upgrade plan to attract younger consumers, including a new visual identity and product innovations [13][14] Global Expansion Strategy - The company aims to establish itself as a globally recognized apparel group, with a strategic focus on multi-brand operations and international market penetration [16][18] - Recent acquisitions of two century-old international brands mark a significant step towards systematic and international operations [18][19] Professionalism and Brand Integrity - The company emphasizes deep specialization and brand integrity, avoiding superficial internationalization while focusing on professional depth and brand synergy [19] - The brand's long-standing partnership with the Chinese national golf team reinforces its credibility and trust in the professional sports sector [15]

Core Viewpoint - The core of a brand is to create value for consumers, and without this ability, a company will decline [1] Industry Overview - The Chinese apparel industry is under pressure in 2025, with a clear market differentiation: traditional menswear and womenswear brands are struggling, while the high-end outdoor segment shows strong growth potential [3] - The outdoor apparel market in China is expected to expand at a compound annual growth rate (CAGR) of 14% from 2019 to 2024, with an anticipated increase to 15% from 2025 to 2029 [3] - Online channels are growing rapidly, with outdoor apparel online sales expected to have a CAGR of 20% from 2019 to 2024 [3] Company Performance - In the first half of 2025, the company reported revenue of 2.103 billion yuan, a year-on-year increase of 8.63%, with a significant second-quarter growth of 22.33% [5] - Online channel revenue surged by 71.82% year-on-year, indicating strong growth momentum [5] - The company's success is attributed to its long-term commitment to product differentiation, refined channel operations, and brand rejuvenation strategies [5] Strategic Transition - The company is transitioning from a focus on professional golf apparel to high-end outdoor sports apparel, leveraging the trend of "functionalism" and "scene-based dressing" [5][9] - The brand maintains its core values while expanding, ensuring that its professional golf heritage remains intact [9] - The company emphasizes high quality and innovation in its product development, collaborating with top-tier material suppliers to enhance product quality [9][10] Brand Rejuvenation - The company has initiated a comprehensive upgrade plan to attract younger consumers, with 70% of new VIP members in the first half of 2025 being from the post-80s and post-90s generations [14] - The brand's visual identity has been refreshed to appeal to a modern audience, and new product lines have been introduced to cater to younger consumers [15][16] - The company has shifted its retail focus from transportation hubs to high-end shopping centers, enhancing the consumer experience through innovative store designs [16][18] Global Expansion Strategy - The company aims to become a globally recognized apparel group by establishing a multi-brand strategy and enhancing its operational capabilities [21][24] - Recent acquisitions of two century-old international brands mark the beginning of a systematic and internationalized operation strategy [23][24] - The company focuses on leveraging its local market insights and supply chain advantages to support its global brand operations [24][25]

Core Viewpoint - The company is adjusting its brand positioning for CERRUTI 1881 and Kent&Curwen due to ongoing declines in net profit, indicating a strategic shift in response to market conditions [2][3][5]. Financial Performance - In 2024, the company reported a revenue of 4.004 billion yuan, a year-on-year increase of 13.24%, but net profit fell by 14.28% [5]. - For the first half of 2025, revenue was 2.103 billion yuan, up 8.63%, while net profit decreased by 13.56% [5]. Brand Positioning Adjustments - The company will not position CERRUTI 1881 as a luxury brand and has lowered the positioning of Kent&Curwen to align with Ralph Lauren [2][3]. - The adjustments reflect a lack of confidence in managing these brands and a response to changing consumer demands [4][5]. Young Consumer Engagement - The company is focusing on a "youthful transformation," investing heavily in marketing to connect with younger consumers [7][8]. - Sales expenses increased by 22.96% in 2024, with advertising costs surging by 108.1% [8]. Market Challenges - The company faces challenges in the high-end market, with analysts suggesting it has reached a growth bottleneck [7]. - There is a disconnect between the brand's target demographic and the current consumer base, particularly among younger consumers [9][10]. Competitive Landscape - Other brands, such as Ralph Lauren, have successfully engaged younger consumers, highlighting the need for the company to enhance brand recognition among this demographic [10].

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Insights - The company achieved a revenue of 2.1 billion yuan in H1 2025, representing a year-on-year increase of 8.6%, while the net profit attributable to shareholders was 410 million yuan, down 13.6% year-on-year. In Q2 alone, revenue reached 820 million yuan, up 22.3% year-on-year, but net profit fell 29.3% to 80 million yuan [2][4]. Summary by Sections Revenue Performance - In H1 2025, the company reported a revenue of 2.1 billion yuan, with a year-on-year growth of 8.6%. The net profit attributable to shareholders was 410 million yuan, reflecting a decline of 13.6% year-on-year. Q2 revenue was 820 million yuan, showing a significant increase of 22.3% year-on-year, while net profit for Q2 was 80 million yuan, down 29.3% year-on-year [2][4]. Channel Performance - Revenue from direct sales, franchise, and e-commerce channels in H1 2025 grew by 11%, declined by 10%, and surged by 72%, reaching 1.41 billion yuan, 460 million yuan, and 210 million yuan respectively. The company opened 28 new direct stores, bringing the total to 672, and added 6 franchise stores, totaling 654. The e-commerce channel's revenue growth was driven by strategic investments in content e-commerce platforms like Douyin and Xiaohongshu [8]. Profitability and Costs - The gross margin for direct sales, franchise, and e-commerce channels in H1 2025 decreased by 3.5 percentage points, 2.4 percentage points, and increased by 0.3 percentage points respectively. The sales expense ratio rose by 1.6 percentage points to 51.8%, primarily due to increased costs associated with brand building and direct store openings [8]. Inventory and Cash Flow - The company's inventory increased by 36% year-on-year to 1.04 billion yuan, with inventory turnover days rising by 45 days to 354 days. This increase in inventory negatively impacted operating cash flow, which decreased by 37% year-on-year to 340 million yuan [8]. Future Outlook - The company is expected to see revenue growth driven by direct store openings and e-commerce channel expansion. However, short-term expenses may continue to pressure profitability. The company is positioned in the high-end sports fashion segment, and with a stabilizing retail environment, growth from its multi-brand matrix is anticipated. Projected net profits for 2025-2027 are 700 million yuan, 780 million yuan, and 860 million yuan, with year-on-year changes of -10%, +11%, and +11% respectively [8].