BIEM(SZ:002832) Sou Hu Cai Jing·2026-01-12 07:25Core Viewpoint - The company, Biyinlefen, is facing challenges in maintaining its market position and appealing to younger consumers despite its strong historical performance in the high-end golf apparel sector, as it attempts to transform into a global luxury brand [4][12][41]. Group 1: Company Overview - Biyinlefen is a unique player among domestic apparel giants, with a smaller brand recognition compared to leading brands, yet it operates in high-end locations such as airports and high-speed rail stations [2][3]. - The company has dominated the golf apparel market for years, boasting a comprehensive gross margin of 75.92%, surpassing LVMH's 68.8% [4]. - The brand has successfully attracted a wealthy clientele, primarily consisting of individuals over 40 years old, including small business owners and mid-level managers in state-owned enterprises [5][18]. Group 2: Financial Performance - In the third quarter of 2025, Biyinlefen reported a revenue of 1.098 billion yuan, a year-on-year increase of 3.23%, while net profit attributable to shareholders fell by 27.42% to 205 million yuan [11]. - The company's management expenses decreased to 243 million yuan from 268 million yuan in the previous year, indicating internal adjustments [11]. - For the first half of 2025, total revenue increased by 8.63% to 2.103 billion yuan, but net profit dropped by 13.56% to 414 million yuan [25]. Group 3: Strategic Initiatives - In 2023, Biyinlefen acquired two international luxury brands, CERRUTI 1881 and KENT&CURWEN, for 720 million yuan, aiming for a multi-brand high-end strategy [14][30]. - The company is also focusing on attracting younger consumers by signing popular young celebrities as brand ambassadors and expanding its product lines [41][42]. - Biyinlefen's online sales revenue reached 214 million yuan in the first half of 2025, reflecting a growth of over 70% compared to the previous year [44]. Group 4: Market Challenges - The company is experiencing a decline in stock price and market value, attributed to a shift in consumer demographics and preferences, particularly the absence of younger consumers [6][7][20]. - Biyinlefen's inventory turnover days have consistently exceeded 300 days, indicating potential issues in sales and market adaptability [27]. - Despite efforts to reposition its sub-brands, Biyinlefen has struggled to effectively reach and resonate with consumers, leading to disappointing performance from newly acquired brands [33][39].