HEILAN HOME(SH:600398) Sou Hu Cai Jing·2025-11-24 11:32Core Viewpoint - The company, Hailan Home, is facing significant challenges as it prepares for its IPO in Hong Kong, including slowing growth and high inventory levels, despite maintaining its position as a leading men's apparel brand in China for 11 consecutive years [2][5][16]. Company Overview - Hailan Home, established in 1997, is synonymous with "value for men's clothing" and has rapidly expanded through a light-asset and franchise model, covering a wide range of men's apparel [3][5]. - At its peak, Hailan Home had a market share that ranked it first in China's men's clothing sector and second globally by 2024, with over 7,200 stores worldwide [5][16]. Current Challenges - The overall apparel industry is experiencing a downturn, with a reported 2.4% decline in industrial added value for major clothing enterprises in the first nine months of 2025, and a 16.19% drop in total profits [5][7]. - Hailan Home's revenue growth has stagnated, with a mere 3% increase in revenue to 11.24 billion RMB in the first half of 2025, while net profits have been declining [7][9]. - The company is grappling with a significant inventory issue, with stock levels reaching 11.52 billion RMB by September 2025, a 12.3% increase from June 2025, and an average inventory turnover period of 361 days [9][16]. Financial Performance - Hailan Home's gross merchandise volume (GMV), transaction numbers, and average store revenue have all declined since 2024, with 195 franchise stores closing in the first half of 2025 [7][9]. - The company's sales expense ratio has increased from 13.38% in 2020 to 24% in 2024, indicating rising costs associated with marketing and sales efforts [12][16]. Strategic Initiatives - The new leadership under Zhou Licheng has implemented various marketing strategies, including celebrity endorsements and a focus on online sales, but these efforts have not yet translated into significant financial recovery [10][12]. - Hailan Home has attempted to diversify its offerings by entering the sportswear market and expanding its international presence, with overseas revenue growing by 27.42% in the first half of 2025 [14][15]. Conclusion - The upcoming IPO in Hong Kong is seen as a critical move for Hailan Home to secure necessary funding to address its growth challenges, high inventory costs, and marketing expenses [16]. The company must shift its focus from mere expansion to quality growth through targeted marketing and product innovation to regain investor confidence [16].