JOEONE(SH:601566) Guan Cha Zhe Wang·2025-11-21 09:15Core Viewpoint - The stock price of Jiumuwang (601566.SH) experienced significant volatility, achieving a maximum increase of 94.81% since November 12, but ultimately faced a drop on November 21, attributed to market speculation and the announcement of becoming an official sponsor of the Chinese Olympic Committee, although the company claims the surge is more related to industry factors rather than the sponsorship news [1][3][6]. Financial Performance - For the first three quarters of 2025, Jiumuwang reported a revenue of 2.13 billion RMB, a year-on-year decrease of 6.02%, while net profit reached 310 million RMB, a significant increase of 129.63% [9][10]. - The third quarter revenue was 633 million RMB, down 8.33% year-on-year, with a net profit of 136 million RMB, up 59.71% [9][10]. - The substantial increase in net profit is primarily due to investment income, with financial asset fair value changes contributing 146 million RMB in the third quarter alone, accounting for nearly two-thirds of the net profit [10][11]. Business Challenges - Jiumuwang is facing challenges in its core business, with a reported loss of 24.34 million RMB in non-recurring net profit for the third quarter, marking the second consecutive quarter of such losses [9][10]. - The company closed 187 stores, indicating a significant contraction in its retail footprint, while its three main brands, Jiumuwang, FUN, and ZIOZIA, all experienced revenue declines [8][12][15]. - The revenue contributions from the FUN and ZIOZIA brands were minimal, with Jiumuwang brand revenue accounting for 93.96% of total revenue [15]. Strategic Misalignment - The company's multi-brand strategy has not yielded the expected results, with FUN and ZIOZIA brands underperforming and failing to significantly contribute to overall revenue [15][18]. - Jiumuwang's attempts to pivot towards outdoor and casual wear have not aligned well with its existing capabilities and market positioning, leading to ineffective execution of its transformation strategies [18][22]. - The marketing strategy, which includes signing multiple celebrity endorsements, has not translated into improved sales performance, indicating a disconnect between brand perception and consumer engagement [26][27].