关于参加广东辖区 2025 年投资者 证券代码：002832 证券简称：比音勒芬 公告编号：2025-031 比音勒芬服饰股份有限公司 本次活动将采用网络远程的方式举行，投资者可登录"全景路演"网站 （https://rs.p5w.net）参与本次互动交流，活动时间为 2025 年 9 月 19 日（周 五）15:30-17:00。届时公司高管将在线就 2025 年半年度业绩情况、投资者回报 等情况，与投资者进行沟通与交流，欢迎广大投资者踊跃参与！ 特此公告。 比音勒芬服饰股份有限公司董事会 2025 年 9 月 17 日 网上集体接待日活动的公告 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。 为进一步加强与投资者的互动交流，比音勒芬服饰股份有限公司（以下简称 "公司"）将参加由广东证监局、广东上市公司协会联合举办的"向新提质 价 值领航——2025 年广东辖区投资者集体接待日暨辖区上市公司中报业绩说明会" 活动，现将相关事项公告如下： ...

Group 1 - The core viewpoint of the articles highlights a significant shift in consumer behavior towards rational consumption, with a notable increase in "value-for-money" products, as evidenced by a 380%+ growth in related content on Xiaohongshu [1] - The rise of "alternative" high-end products is driven by middle-class consumers who are now prioritizing actual product value and personalized expression over luxury branding [1][2] - The Chinese brand Biyinlefen is redefining its value system by launching the 2025 goose down series, emphasizing quality leadership rather than merely being an alternative to imported products [2] Group 2 - The global high-end goose down market has been dominated by European and North American brands, which have historically leveraged "origin branding" to inflate the value of imported goose down [4] - Despite being a major producer of goose down, China has long been absent in the high-end segment, with local high-quality down often being undervalued or used for private label products [4][9] - Biyinlefen's collaboration with China National Geography aims to showcase the unique qualities of Xinjiang goose down, positioning it as a "treasure" in the global market [6][13] Group 3 - Xinjiang's geographical advantages, including its cold climate and rich history of goose farming, contribute to the superior quality of its goose down, which has been rated highest in comparative studies against international samples [7][9] - The processing techniques employed by Biyinlefen ensure that their goose down meets and exceeds international standards, with a low residual fat rate and minimal dust content [10][11] - The launch of the 2025 goose down series signifies a transformation in Chinese brands from followers to leaders, challenging the notion that high-end products must be imported [13][17] Group 4 - Biyinlefen's approach reflects a broader trend in the industry where high-end positioning is achieved not through imitation of international brands but by leveraging China's unique advantages in natural resources and manufacturing [17] - The brand's commitment to long-termism and cultural confidence is evident in its efforts to narrate the story of Xinjiang goose down, linking it to China's ecological and cultural heritage [15][17] - The success of Biyinlefen in the high-end goose down market serves as a case study for other Chinese apparel brands, illustrating that high-end differentiation can be achieved through innovation and cultural storytelling [17]

Core Insights - The article highlights a significant shift in consumer behavior towards rational consumption, emphasizing value over brand prestige, with a notable increase in "value-for-money" products [1][3][15] Group 1: Consumer Trends - The report indicates that "rational consumption" and "reverse consumption" notes on Xiaohongshu have surged by over 380% in the past year, with interaction volumes reaching tens of millions [1] - The keyword "alternative" saw a 57% increase in notes and over 135% growth in commercial notes, reflecting a collective awakening of consumer awareness [1][3] Group 2: Market Dynamics - The high-end consumer market is witnessing the emergence of high-quality, reasonably priced alternatives to luxury goods, driven by a focus on actual product value and personalized expression [3][15] - The article discusses the historical dominance of European and North American brands in the high-end down jacket market, which have leveraged "origin branding" to maintain control over the market [6][12] Group 3: Chinese Brand Development - Chinese brands are moving beyond mere imitation of international brands and are beginning to define their own value systems, as exemplified by the launch of the Biyinlefen 2025 down series [3][15] - The article emphasizes that Xinjiang down, produced in a region with optimal conditions for goose farming, is being positioned as a new global standard for high-end down [10][12] Group 4: Quality and Innovation - Xinjiang down has been shown to outperform international samples in key quality metrics, achieving a comprehensive score of 94.03, with a down fill power of FP800+ and a cleanliness level exceeding international standards [12][13] - Biyinlefen's meticulous processing techniques ensure that the final product meets high-quality standards, with a residual fat rate below 0.4% and dust content at only 0.1% [13] Group 5: Cultural Significance - The collaboration with "China National Geography" aims to enhance brand differentiation by showcasing China's geographical stories and cultural heritage [17][20] - The narrative surrounding Xinjiang down is not just about quality but also about the cultural and historical significance of the region, which adds to its appeal in the global market [20][22] Group 6: Strategic Vision - Biyinlefen's approach reflects a long-term commitment to cultural confidence and innovation, positioning itself as a leader in the high-end market rather than a follower [19][22] - The article concludes that the rational consumption trend allows consumers to enjoy luxury experiences without the associated brand premiums, redefining the value proposition in the high-end market [15][22]

Core Viewpoint - The company, Biyinlefen, has successfully leveraged its focus on golf to achieve significant growth in China's high-end outdoor sportswear market, reporting an 8.6% year-on-year increase in revenue to 2.1 billion yuan in the first half of the year, outperforming many peers in the apparel industry [1][3]. Group 1: Financial Performance - Biyinlefen's revenue has shown consistent growth, with a compound annual growth rate (CAGR) of 20.38% from 2015 to 2024, and net profit increasing from 123 million yuan to 781 million yuan during the same period, reflecting a CAGR of 22.80% [3][12]. - The company's net asset return rate averages 18.38%, and its operating profit margin averages 26.27%, indicating strong profitability [3]. - In the first half of the year, Biyinlefen's operating cash flow reached 336 million yuan, with available funds totaling 2.6 billion yuan, providing a solid financial foundation for future growth [3]. Group 2: Market Position and Strategy - Biyinlefen has maintained a leading position in the apparel industry, achieving positive revenue growth for 14 consecutive years, showcasing its resilience amid industry challenges [1][3]. - The company has established a strong brand identity in the golf apparel sector, becoming the official partner of the Chinese national golf team since 2013, which has enhanced its market presence [7][12]. - Biyinlefen is transitioning from a focus solely on golf to a broader high-end outdoor sportswear strategy, capitalizing on the growing outdoor sports market in China, which is projected to grow from 53.9 billion yuan in 2019 to 102.7 billion yuan by 2024 [13][21]. Group 3: Consumer Engagement and Brand Development - The company is actively pursuing a younger consumer demographic, with online sales increasing by 71.82% year-on-year, driven by partnerships with popular influencers and a focus on e-commerce platforms [15][18]. - Biyinlefen is enhancing its brand image through innovative retail experiences, such as its flagship store in Shenzhen, designed to appeal to younger consumers [16][18]. - The company is expanding its product offerings to include women's apparel, aiming to break the perception that it only caters to men's fashion [19]. Group 4: Future Outlook - Analysts are optimistic about Biyinlefen's growth potential, with several brokerages maintaining "buy" ratings and projecting a target market value increase of 21% by 2025 [21]. - The company's strategic investments in brand value and its ability to adapt to market trends position it well for sustained growth in the high-end sportswear segment [21].

Core Viewpoint - The article discusses the emergence of Chinese brand Biyinlefen as a high-end goose down clothing manufacturer, aiming to redefine the value chain in the down jacket industry, traditionally dominated by foreign brands like Canada Goose, by leveraging local resources and design capabilities [2][4]. Group 1: Industry Context - The Chinese down jacket industry is characterized by a "smile curve," where local producers supply raw materials but foreign brands capture the majority of brand value [2]. - Despite being the world's largest producer of down, China has struggled to establish high-end domestic brands, with Biyinlefen emerging as a notable exception [4][12]. Group 2: Biyinlefen's Strategy - Biyinlefen aims to create a 100% Chinese high-end goose down brand, utilizing top-quality raw materials sourced from the Ili Kazakh Autonomous Prefecture in Xinjiang [8][9]. - The company has positioned its 2025 goose down series as a strategic product to enter the high-end outdoor apparel market, complementing its existing high-end golf apparel line [24][22]. Group 3: Product Quality and Innovation - The goose down used in Biyinlefen's products boasts superior quality, with a fill power of FP800 and a cleanliness rating exceeding international standards, making it competitive against established luxury brands [10][12]. - The company emphasizes not only the quality of materials but also the aesthetic appeal of its products, collaborating with top design talents to ensure that its down jackets are both functional and stylish [12][13]. Group 4: Market Potential - The outdoor apparel market in China is projected to grow at a compound annual growth rate of 14% from 2019 to 2024, indicating significant opportunities for brands like Biyinlefen [23]. - Biyinlefen's focus on high-end goose down jackets is seen as a strategic move to tap into a market where consumers increasingly seek quality and brand value [26][29]. Group 5: Brand Positioning - The article highlights the shift in consumer expectations for high-end brands, which now require a balance of product quality and brand narrative, moving beyond mere brand prestige [28][29]. - Biyinlefen's collaboration with "China National Geography" aims to enhance its brand identity by integrating elements of Chinese culture and aesthetics into its high-end offerings [35][36].

Core Viewpoint - The article highlights the rise of Chinese brands in the high-end down apparel market, challenging the long-standing perception that European down is superior to Chinese down. It emphasizes that China is the largest producer of down globally, with leading quality and processing techniques, and that domestic brands are gaining recognition on the international stage [1][9]. Industry Insights - China is the world's largest producer of down, accounting for over 80% of global production, yet historically, it has been underrepresented in the high-end market [8]. - The launch of the Biyinlefen 2025 down series, made entirely from Chinese materials, signifies a shift in the global high-end down apparel market, allowing Chinese brands to compete directly with international giants [1][6]. Product Development - The Biyinlefen 2025 down series utilizes high-quality down sourced from the Ili Kazakh Autonomous Prefecture in Xinjiang, which is located on the "world's golden down belt" [3][5]. - The down's superior quality is attributed to the region's unique climate and a long history of goose farming, resulting in larger, fluffier, and cleaner down clusters with enhanced thermal performance [3][5]. Quality Assurance - The down from Xinjiang has been certified by multiple professional testing organizations, achieving a comprehensive score of 94.03 in core quality indicators, surpassing samples from Hungary, Siberia, and Canada [5]. - The processing of the down involves meticulous techniques, including a 12-step washing process and high-temperature drying, resulting in a low residual fat rate and dust content, which exceeds international standards [6][11]. Market Positioning - The emergence of Biyinlefen and its focus on high-quality domestic down signifies a new era for Chinese brands, which are no longer content with merely following international standards but are now defining their own value systems [8][9]. - The brand aims to shift the perception that high-end down must be imported, showcasing that domestic products can meet and exceed international quality benchmarks [6][9]. Economic and Cultural Impact - The Biyinlefen 2025 down series represents not just a product innovation but also a broader economic and social significance, promoting the transformation of China's apparel industry towards higher value and sustainability [11][12]. - The strategic partnership with China National Geography aims to merge geographical culture with outdoor fashion, enhancing the cultural narrative of Chinese design and materials [2][11]. Future Outlook - The success of Biyinlefen is expected to pave the way for other Chinese brands to explore the potential of domestic down, potentially positioning Xinjiang down as a global fashion staple [9][12]. - The article suggests that as China's national strength grows, so will the global recognition of its high-end apparel brands, driven by cultural confidence and technological innovation [12][13].

Core Viewpoint - The apparel industry is facing significant challenges, with many brands experiencing declining revenues and profits, highlighting a broader trend of struggles within the sector [1][4][30]. Group 1: Company Performance - Metersbonwe's revenue for the first half of 2025 was 226 million yuan, a decrease of 45.23% year-on-year, with a net profit of 0.1 million yuan, down 87.07% [1][3]. - The overall revenue for 19 A-share apparel brands was 42.849 billion yuan, a decline of 1.37%, with a net profit of 3.708 billion yuan, down 19.11% from the previous year [1][4]. - Among the 19 brands, nearly 70% reported revenue declines, with Metersbonwe, Annil, and Hongdou experiencing drops exceeding 10% [4][6]. Group 2: Retail Trends - The apparel industry has seen a continuous decline in single-store performance, with nearly 90% of brands reporting a decrease in sales per square meter [6][8]. - The trend of store closures is prevalent, with over 5% of stores closed across various brands, and Annil having the highest closure rate at 14.33% [9][12]. - The shift towards Direct to Consumer (DTC) models is being adopted by several brands, including Anzheng Fashion and Hongdou, as they aim to improve profitability and customer engagement [12][13]. Group 3: Online Sales and Market Dynamics - More than half of the brands reported growth in online sales, with notable increases for brands like Bi Yin Le Fen, which saw a 71.82% rise in online revenue [19][21]. - The market is experiencing a K-shaped recovery, where high-end brands are thriving while mid-range and budget brands are struggling, leading to a focus on discount channels and essential goods [21][30]. - Brands are diversifying their product lines through acquisitions and partnerships, with examples including Yagor's acquisition of the French luxury children's brand Bonpoint [20][22]. Group 4: Strategic Shifts - Many brands are investing in "super stores" and discount formats to adapt to changing consumer preferences and enhance in-store experiences [14][15]. - The transition to DTC models is expected to increase operational costs, but it may also improve gross margins by eliminating intermediaries [13][30]. - The apparel sector is witnessing a trend towards multi-brand strategies, with companies like Song Li and Hongdou expanding their brand portfolios to capture diverse market segments [20][30].

Core Insights - The importance of the "14th Five-Year Plan": The upcoming "14th Five-Year Plan" is expected to significantly impact China's economic and social development over the next five years, shifting focus from production to a balance between production and consumption due to the current issue of insufficient effective demand [1] - Strengthening consumption policies: Starting in 2024, consumption policies will be significantly enhanced, including the allocation of special government bond funds to support consumption upgrades. Continued funding is expected in 2025 and 2026 [1] - Potential of service consumption: China's service consumption still lags behind developed economies, indicating a substantial opportunity for growth in this sector to stimulate consumer interest and optimize the consumption environment [1] - Rise of technology consumption: With a rapid technological development and an engineering talent surplus, products like robotic vacuum cleaners and drones are gaining market attention, likely creating new consumer demand [1] - Optimization of the overall consumption mechanism: Measures such as consumption tax reform will encourage local governments to transition from production-oriented to service-oriented, promoting the internationalization of quality consumption companies and enhancing residents' consumption capacity [1] Investment Recommendations - Food and Beverage: Recommended companies include Dongpeng Beverage and Lihigh Food, with a focus on Youran Dairy and Bairun Co [2] - Service Sector: Recommended companies include Guming, Mixue Group, and Bubugao, with a focus on Zhongsheng Holdings [2] - Light Industry: Companies to watch include Hengfeng Paper and Xilinmen [3] - Trendy Toys: Recommended companies include Pop Mart and Blokus [4] - Home Appliances: Recommended companies include Midea Group, Haier Smart Home, TCL Electronics H, Roborock, and Ecovacs, with a focus on Yingshi Innovation [5] - Agriculture: Recommended companies include Zhongchong Co, Petty Co, Muyuan Foods, and Haida Group [11] - Textile and Apparel: Recommended companies include Anta Sports, Xtep International, 361 Degrees, and Hailan Home, with a focus on Li Ning and Sanfu Outdoor [11] Report Content Analysis - Expanding consumption share: The report emphasizes that expanding consumption share is essential for achieving Chinese-style modernization, as China's consumption rate is significantly lower than that of developed countries [9] - Shift in fiscal spending: During the "14th Five-Year Plan" period, fiscal spending will shift from material investments to human capital investments, increasing support for education, healthcare, and housing [9] - Promotion of common prosperity: The report highlights the need for income distribution reform and the promotion of the Zhejiang common prosperity model to achieve balanced development [9] - Consumption tax reform: The report suggests that consumption tax reform will help local governments transition from production-oriented to service-oriented, enhancing the consumption environment [9] - Transition from traditional to new consumption: The report analyzes the maturation of traditional consumption markets and the rise of new consumption, which is characterized by a focus on quality and personal satisfaction [9] - Stimulating interest in service consumption: The report indicates that the shift from physical to service consumption is crucial for expanding domestic demand, with growing demand for events and performances benefiting local consumption [9]

Core Viewpoint - The company, known for its high-priced golf apparel, is experiencing a decline in net profit despite its strong marketing presence and brand image as the "Moutai of clothing" [1] Group 1 - The company has been effectively marketing its brand, characterized by a "golf aristocrat" image, through its presence in airports and high-speed train stations [1] - The average price of the company's products is around 1,000 yuan, which contributes to its premium positioning in the market [1] - The decline in net profit indicates potential challenges ahead for the company, despite its previously strong market presence [1]

"高尔夫服饰第一股"比音勒芬的"护城河"似乎不够宽阔。 曾被视为"窄门"的高尔夫服饰赛道正急速变宽、变挤，国际专业品牌"抢滩"、综合运动巨头"压境"、时尚新锐崛起。 在消费者代际更迭、价值观重塑的背景下，高举"年轻化"大旗的比音勒芬，其高企的营销投入能否换来"把路走宽"的未来？ 8年高歌猛进"戛然而止" 一件Polo衫的售价高达1000元～5000元，曾被称作"衣中茅台"的比音勒芬在今年上半年依然没能扭转下滑态势。 2025年上半年，比音勒芬营业收入达21.03亿元，同比增长8.63%；但归母净利润下滑13.56%，至4.14亿元。2024年净利润已同比下降14.28%，结束了自 2016年上市以来的连续增长趋势。 | | 本报告期 | 上年同期 | 本报告期比上年同期增减 | | --- | --- | --- | --- | | 营业收入(元) | 2, 103, 333, 211, 36 | 1,936, 317, 061, 29 | 8. 63% | | 归属于上市公司股东的净利 | 414, 228, 282, 65 | 479, 199, 793, 18 | =13. 56% | | 润(元) | ...