代运营商半年报扫描：过半净利下滑，红海存量厮杀丨电商财报观察

Core Insights - The e-commerce operation industry is experiencing a "ice and fire" development trend in the first half of 2025, with significant performance differentiation among listed companies [1] - Companies like Ruoyuchen show remarkable growth, while others like Liren Lizhuang face severe revenue decline and substantial losses [1][6] - The overall e-commerce user growth is slowing, leading to increased customer acquisition costs and fragmented traffic patterns [2] Company Performance - Ruoyuchen achieved a revenue growth of 67.55% year-on-year, with a net profit increase of 85.60% [8] - Liren Lizhuang reported a revenue of 830 million yuan, down 13.98% year-on-year, and a net loss of approximately 33.76 million yuan, a staggering decline of 1315.98% [5][6] - Baozun maintained revenue growth of 5.63% year-on-year, but reported a net loss of 97.04 million yuan, widening from a loss of 87.28 million yuan in the previous year [6] - Yiwang Yichuang's revenue decreased by 14.3% to approximately 530 million yuan, while net profit increased by 5.83% to about 71 million yuan [8] - Qingmu Technology's revenue grew by 22.75% to 668 million yuan, but net profit fell by 22.96% to 51.66 million yuan [9] - Kaichun's revenue dropped by 21.67% to 162 million yuan, with a net profit decline of 16.17% to 3.01 million yuan [9] Industry Trends - The e-commerce operation industry is transitioning from a focus on traditional "shelf e-commerce" to a more comprehensive operational model [2][10] - The rise of content and interest-based e-commerce platforms like Douyin and Xiaohongshu is fragmenting traffic, impacting traditional e-commerce operators [2] - The overall online retail sales in China reached 74.295 billion yuan, growing by 8.5% year-on-year, indicating the continued importance of e-commerce in the consumer market [11] Strategic Insights - Companies that successfully innovate and extend their business models beyond traditional operations are more likely to survive and thrive [10][12] - Ruoyuchen's self-owned brand business saw a significant revenue increase of 242.42%, indicating a successful pivot towards brand management [10] - Liren Lizhuang's heavy reliance on platform sales (91.12% of revenue) highlights the risks of not diversifying revenue streams [11]