“芝华仕头等舱”不“香”了？敏华控股国内市场销售承压

Core Viewpoint - Minsun Holdings has reported a decline in domestic sales, particularly in the sofa and related products segment, facing multiple operational pressures and challenges in a competitive market [1][2][5]. Financial Performance - For the six months ending September 30, total revenue was approximately HKD 82.41 billion, a year-on-year decrease of about 2.7%, while shareholder profit was approximately HKD 11.456 billion, a slight increase of 0.6% [2]. - Domestic sales revenue fell by 6% to approximately HKD 46.75 billion, with sofa sales volume remaining stable but average prices slightly reduced due to an increase in online sales [2][5]. - In the 2025 fiscal year, sofa and related products generated approximately HKD 117.43 billion in revenue, a year-on-year decline of 7.2%, with domestic market revenue dropping by 15.4% [5][6]. Market Challenges - The sofa industry is experiencing overcapacity, leading to increased competition and more cautious consumer purchasing decisions [1][6]. - Minsun Holdings has seen a net reduction of 327 stores, which has impacted its offline sales scale [3][6]. Product and Service Issues - The brand Zhi Huashi has faced numerous complaints regarding product quality, after-sales service, and alignment with its high-end positioning [7][9][10]. - As of December 1, there were 4,301 complaints related to Zhi Huashi on the Black Cat Complaint platform, highlighting issues such as product defects and difficulties in returns and refunds [10]. Internal Management Concerns - Recent internal management controversies, including a "fine gate" incident, have raised concerns about the company's internal practices and employee treatment [11][12][13]. - The company has seen a significant reduction in employee numbers while board compensation has increased by over 20%, leading to questions about financial strategy and its impact on brand perception [11][13]. Strategic Initiatives - Minsun Holdings plans to continue its "smart home" strategy, focusing on product innovation and brand building, while enhancing online sales capabilities and adjusting store layouts for better operational efficiency [8].