【导读】斥巨资进行"年轻化"转型，比音勒芬成效如何 "高尔夫服饰第一股"比音勒芬（002832）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。 | 口是 ☑否 | | | | | --- | --- | --- | --- | | | 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, ...

【导读】斥巨资进行"年轻化"转型，比音勒芬成效如何 中国基金报记者 赵刚 "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 | 4 ...

Core Viewpoint - The rising trend of "Golfcore" fashion is attracting golf brands to target young consumers in China, leading to increased competition and market entry by various brands [1][7][10]. Group 1: Market Entry and Brand Strategies - Malbon Golf is entering the Chinese market through a strategic joint venture with TKG Lifestyle, planning to establish its headquarters in Shenzhen this month [3][4]. - Other brands, such as Munsingwear and PIV'VEE, are also expanding their presence in China, with new store openings and partnerships aimed at capturing market share [4][5]. - The high-end positioning of these brands, with products priced above a thousand yuan, targets affluent consumers [3]. Group 2: Consumer Trends and Brand Adaptation - The concept of "Golfcore" is becoming a fashionable lifestyle choice among young consumers, moving beyond traditional golf participation [7][9]. - Brands are increasingly adopting a casual and stylish approach to golf apparel, appealing to a broader audience that includes non-golfers [8][10]. - The demand for relaxed and stylish clothing reflects a shift in consumer preferences towards comfort and self-expression, which is driving growth in the golf apparel market [9][10]. Group 3: Market Potential and Growth - The Chinese golf market is projected to exceed 12 billion yuan by 2025, indicating significant growth potential despite being smaller than other sports markets like running and basketball [7]. - The success of brands like Ralph Lauren in the Asian market, particularly in China, highlights the potential for growth driven by young consumers [9].

Core Viewpoint - The company has approved the use of up to RMB 2.4 billion of idle funds for cash management, aiming to enhance investment returns while ensuring operational safety [1][5]. Group 1: Cash Management Approval - The company convened its fifth board meeting on September 29, 2024, where it approved a proposal to increase the cash management limit using idle self-owned funds [1]. - The approved cash management limit is valid for 12 months from the date of the board's approval, allowing for rolling use of the funds within this limit [1]. Group 2: Investment in Financial Products - The company plans to invest in low-risk financial products, ensuring that these investments do not affect normal operations or the safety of funds [2][5]. - As of the announcement date, the company has invested a total of RMB 1 billion in financial products that have not yet matured [6]. Group 3: Risk Control Measures - The company will analyze and monitor the investment products and their progress, taking timely actions to mitigate risks if adverse factors are identified [4]. - The internal audit department will oversee the use and custody of cash management funds, reporting to the board's audit committee [4]. Group 4: Impact on the Company - The investment in short-term financial products is expected to generate additional investment returns without disrupting the company's normal business operations [5]. - The strategy aims to improve the efficiency of fund utilization and provide greater returns for the company and its shareholders [5].

Core Viewpoint - The company has approved the use of up to RMB 2.4 billion of idle funds for cash management, aiming to enhance investment returns while ensuring operational safety [1] Group 1: Cash Management Approval - The company convened its fifth board meeting on September 29, 2024, where it approved a proposal to increase the cash management limit using idle self-owned funds [1] - The approved cash management limit is valid for 12 months from the date of the board's approval, allowing for rolling use of the funds within this limit [1] Group 2: Investment in Financial Products - The company has announced the purchase of financial products, including fixed-income products and structured deposits, with a total investment of RMB 200 million in each product [1] - The expected annualized returns for the purchased products range from 1.40% to 1.85% for fixed-income products and 0.70% to 1.95% for structured deposits [1] Group 3: Risk Control Measures - The company will select low-risk financial products for investment, although it acknowledges that market fluctuations may impact these investments [1] - Measures will be taken to control investment risks, including timely actions in response to adverse factors affecting the financial health of the product issuers [1] Group 4: Impact on Company Operations - The cash management activities will not affect the company's daily operations or the normal turnover of funds, ensuring that the main business operations remain unaffected [1] - The initiative aims to generate additional investment returns for the company and its shareholders [1]

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]