NanJi E-Commerce(SZ:002127) Zhong Guo Jing Ying Bao·2025-09-12 15:01Core Viewpoint - Nanji E-commerce is transitioning from a brand licensing model to self-operated business due to declining revenue from brand licensing, which has led to increased costs and pressure on performance [1][2][4]. Revenue and Profit Summary - In the first half of 2025, Nanji E-commerce reported revenue of 1.353 billion yuan, a year-on-year decrease of 13.07%, and a net profit of 13.62 million yuan, down 82.52% year-on-year [1][2]. - The decline in revenue is attributed to strategic adjustments in its subsidiary, Shijian Interconnect, which optimized traditional business lines, leading to a temporary reduction in revenue [2]. - The company's mobile internet business generated 1.176 billion yuan in revenue, down 13.11% year-on-year, accounting for 86.86% of total revenue [2]. Brand Licensing Business - Revenue from brand licensing decreased by 31.56%, with the modern service business (including brand licensing) generating 125 million yuan [2]. - The brand's reputation has suffered due to poor management of brand licensing, leading to a decline in consumer trust and sales [3][5]. Transition Challenges - The transition to self-operated business has increased marketing expenses significantly, with sales expenses rising by 64.43% to 138 million yuan in the first half of 2025 [6]. - The company is focusing on optimizing its brand licensing business and has established three main business segments: fashion series licensing, strategic cooperation licensing, and self-operated retail [6][7]. Future Outlook - Nanji E-commerce aims to become a local equivalent of Uniqlo, with plans to enhance its brand image and expand its offline presence through new store formats [7][8]. - The company is also exploring innovative collaborations and partnerships to improve its market position and brand recognition [6][8].