短期蓄力谋长远 美凯龙的周期破局之道

Core Viewpoint - The home retail industry is under significant pressure due to real estate adjustments and changing consumer habits, impacting even leading companies like Meikailong, which anticipates a negative net profit for 2025 primarily due to adjustments in the fair value of investment properties [1] Group 1: Financial Performance and Adjustments - Meikailong expects a negative net profit for 2025, mainly due to adjustments in the fair value of investment properties, which do not involve cash outflows and have no substantial impact on daily operations [1] - The adjustment aims to eliminate the interference of cyclical asset price fluctuations, allowing investors to focus on the company's core business profitability and cash flow generation [1] - As of September 2025, Meikailong's self-operated mall occupancy rate increased to 84.7%, up 1.7 percentage points from the end of 2024 [2] Group 2: Strategic Initiatives and Market Positioning - Meikailong has implemented various measures to enhance its core business capabilities, including rent and management fee reductions for certain merchants and attracting quality brands through favorable conditions [1][2] - The company is actively breaking industry boundaries by introducing new business formats such as home decoration and new energy vehicles, aiming to reconstruct mall value and meet evolving consumer expectations [3] - The M+ design center serves as a critical entry point for home decoration, providing personalized solutions and enhancing sales efficiency for merchants [5] Group 3: Long-term Growth and Market Outlook - Meikailong's strategic transformation has led to substantial progress, with ongoing investments in high-end appliances, automotive sectors, and the M+ design center, contributing to improved operational quality [4] - The automotive business has expanded to cover 46 cities with a total operating area of 320,000 square meters and over 30 cooperative brands [5] - Industry analysts predict that the real estate market may stabilize in 2026, creating a more favorable operating environment for downstream home retail [6]