业务转型阵痛延续 丽人丽妆2025年业绩预亏

Group 1 - The core viewpoint of the news is that Liren Lizhuang (605136.SH) has announced a projected net loss for 2025, continuing the trend of losses from 2024, primarily due to ongoing investments in its proprietary brands [1][2] - The company expects a net profit attributable to shareholders to be between -79 million to -63.2 million yuan for 2025, representing a decrease of 38.8 million to 54.6 million yuan compared to 2024, which is a year-on-year decline of 159.01% to 223.77% [1] - The projected net profit excluding non-recurring items is expected to be between -83 million to -66.4 million yuan, a decrease of 26.4 million to 43 million yuan compared to 2024, reflecting a year-on-year decline of 66.07% to 107.59% [1] Group 2 - The losses are attributed to the company's proprietary brands being in the product innovation and marketing promotion phase, with ongoing investments not yet yielding economic benefits [2] - Sales expenses for the first three quarters of 2025 reached 420 million yuan, an increase of 7.28% year-on-year, with a sales expense ratio of 35.66%, up 3.78% from the same period last year [2] - The cultivation of proprietary brands has become a common practice for e-commerce operation companies seeking transformation, as lacking brand assets can lead to weaker business stability and growth sustainability [2]