森马服饰的困局：利润骤降费用大增，休闲服饰不断萎缩，品控失守投诉多发

Core Viewpoint - The apparel giant Semir Fashion has experienced a significant decline in performance this year, with net profit dropping sharply, raising market concerns [1][2]. Financial Performance - In the first half of 2025, Semir Fashion reported revenue of 6.15 billion yuan, a year-on-year increase of 3.26%, while net profit attributable to shareholders was 325 million yuan, down 41.17% year-on-year [2][3]. - The company's net cash flow from operating activities was -277 million yuan, primarily due to increased payments for goods [3]. - Sales expenses surged by 17.67% to 1.82 billion yuan, driven by the opening of new offline stores and increased online advertising costs [3][4]. Revenue Composition - The revenue from the casual wear segment was 1.72 billion yuan, a decrease of 4.98%, while the children's wear segment generated 4.31 billion yuan, an increase of 5.97% [4][5]. - The children's wear segment now accounts for 70.15% of total revenue, up from 68.35% the previous year, while the casual wear segment's share has decreased to 28.02% [4][5]. Market Expansion - Domestic revenue slightly increased by 2.88%, accounting for 99.15% of total revenue, while overseas revenue grew by 79.19%, though it still represents less than 1% of total revenue [6]. - The company is actively expanding its overseas business, entering emerging markets like Kyrgyzstan and utilizing various e-commerce platforms [6]. Consumer Complaints and Quality Issues - Semir Fashion has faced numerous consumer complaints regarding product quality and after-sales service, with 129 complaints reported on the Black Cat Complaint platform [16][17]. - The company has been penalized multiple times for quality and advertising issues, affecting consumer trust [17][18]. Corporate Governance and Dividends - The company announced a cash dividend of 1.50 yuan per 10 shares, with a total expected payout of 404 million yuan, despite concerns over high dividend rates [10][18]. - The controlling family, led by Qiu Guanghe, holds 70% of the company's shares, raising questions about the sustainability of such high dividend payouts [10].