特步上半年狂赚9亿创新高，主品牌增长放缓后押注直营？

Core Viewpoint - After divesting KPGlobal, Xtep achieved record profits in the first half of 2025, with a revenue increase of 7.1% to 6.838 billion yuan and a net profit growth of 21.5% to 914 million yuan, but concerns remain regarding the sustainability of this growth [2][4]. Financial Performance - Xtep's revenue from continuing operations grew by 7.1% to 6.838 billion yuan, with operating profit increasing by 9.1% to 1.305 billion yuan, and net profit attributable to ordinary shareholders reached 914 million yuan, marking a 21.5% increase [4]. - The divestment of K-Swiss and Palladium brands contributed to the improved financial performance, as their losses were no longer included in the financial statements [4][5]. - The Saucony brand showed significant operational leverage, with an operating profit margin of 10% in the first half of 2025, compared to only 4% in the same period of 2024 [4]. Brand Performance - The main brand's revenue growth was only 4.5%, reaching 6.053 billion yuan, indicating a slowdown compared to previous years (6.6% in 2024 and over 10% in 2023) [8]. - Saucony, positioned as the "second growth curve," achieved a revenue increase of 32.5% to 785 million yuan, but this only accounted for 12% of total revenue, highlighting a scale shortfall [7]. - The main brand's reliance on footwear remains high, with over 60% of total revenue coming from shoe sales, indicating a need for greater product diversification [11]. Strategic Initiatives - Xtep plans to invest 400 million yuan to open 400 Direct-to-Consumer (DTC) stores, aiming to enhance retail control, although this may lead to short-term profit erosion and increased operational complexity [2][14]. - The DTC strategy is expected to foster deeper consumer engagement and brand loyalty in the long term, despite potential short-term negative impacts on profit margins [14][15]. - The company is transitioning from a reliance on agents to a DTC model, which will increase short-term costs and operational demands [13].