HEILAN HOME(SH:600398) Zhi Tong Cai Jing·2025-11-21 13:40Core Viewpoint - Haier Home (海澜之家) has submitted an application to list on the Hong Kong Stock Exchange, with Huatai International as its sole sponsor. According to Frost & Sullivan, Haier Home is projected to be the second-largest men's apparel brand globally by revenue in 2024 and has maintained its position as the leading men's apparel brand in Asia for 11 consecutive years since 2014 [1][4]. Company Overview - Haier Home is recognized as a leading brand apparel retail group in China, distinguished by its diversified brand portfolio, extensive supply chain network, and strong channel integration capabilities. It ranks fourth among Chinese apparel groups by revenue in 2024 [4]. - As of June 30, 2025, Haier Home operates over 7,200 stores globally, with 5,631 stores across 31 provincial-level administrative regions in China, covering nearly all prefecture-level cities [4][6]. - The company has established a global sales network comprising 5,723 stores, including 92 overseas locations. In addition to men's apparel, it offers a luxury women's brand (OVV) and a high-end children's brand (YeeHoO) to cater to diverse customer preferences [4][6]. Brand Strategy - Haier Home has formed strategic partnerships with globally recognized sports brands and is the exclusive operator of Adidas' Future City Concept (FCC) business in mainland China. It also holds licenses for operating the Hedi brand apparel in mainland China, Hong Kong, Macau, and Taiwan [4][6]. - The company is a long-term market leader in corporate apparel customization in China, having over 20 years of development history, and is recognized as the largest corporate apparel customization manufacturer by revenue [4][6]. International Expansion - Haier Home is committed to global expansion and enhancing its international influence. Its store network extends to countries such as Malaysia, the Philippines, Vietnam, Singapore, Thailand, Indonesia, Laos, Cambodia, the Maldives, Kenya, and Australia. As of June 30, 2025, the company has 111 directly operated stores overseas [6]. Financial Performance - The company has focused on its core apparel business and implemented rigorous operational measures, resulting in steady growth despite a complex market environment. Revenue figures for 2022, 2023, 2024, and the first half of 2025 are recorded at 17.905 billion, 20.754 billion, 20.162 billion, and 11.238 billion RMB, respectively. Net profits for the same periods are 2.062 billion, 2.918 billion, 2.189 billion, and 1.588 billion RMB [7][8]. - The gross profit margin has improved over the reporting periods, reaching 43.4%, 45.2%, 45.5%, and 46.9% for 2022, 2023, 2024, and the first half of 2025, reflecting the company's ongoing focus on product quality, operational efficiency, and refined retail management [8][9].