森马服饰增长乏力、归母净利润-41.17% 童装占比超70%暗藏结构性隐忧

Core Insights - Semir Apparel is experiencing a "revenue growth without profit increase" scenario, with a slight revenue increase but a significant decline in net profit, indicating operational challenges [1][2] - The company's heavy reliance on children's clothing as a primary revenue source poses sustainability risks, especially as the main leisurewear brand faces downward pressure [1][3] Revenue and Profitability - In the first half of 2025, Semir Apparel achieved a revenue of 6.149 billion yuan, a year-on-year increase of 3.26%, while net profit fell to 325 million yuan, a decline of 41.17% [1][2] - The increase in sales expenses, driven by efforts to expand direct sales channels and enhance online marketing, has significantly eroded profit margins [2] Inventory Management and Business Structure - The company faces challenges in inventory management, with a slowdown in inventory turnover and increased inventory levels indicating a mismatch between sales speed and procurement [3] - The dependency on the children's clothing segment has risen, contributing approximately 70% of total revenue, while the leisurewear segment's share has decreased [3] - High online return rates, approaching 50%, are impacting user experience and operational efficiency [3] Strategic Responses - Semir Apparel is seeking breakthroughs through channel optimization and refined operations, with plans to increase investment in direct sales channels and enhance online-offline integration [3] - The company aims to strengthen cost control in the second half of the year while balancing short-term performance with long-term strategic investments [3]