报喜鸟（002154）：坚持品宣投入与渠道建设，短期业绩承压

Investment Rating - The report maintains a "Buy" rating for the company [7] Core Views - The company is experiencing short-term pressure on performance due to increased investment in brand promotion and channel development, with a projected decline in net profit for 2025 [4] - The company is a leading domestic mid-to-high-end menswear group, with expectations for revenue stability and profit recovery in the coming years [4] Financial Performance Summary - For the first half of 2025, the company reported revenue of 2.39 billion yuan, a year-on-year decrease of 4%, and a net profit attributable to shareholders of 200 million yuan, down 43% [1] - In Q2 2025, revenue was 1.09 billion yuan, a decline of 3% year-on-year, with net profit dropping significantly by 71% to 30 million yuan [2] - The gross profit margin for H1 2025 was 67.1%, slightly up by 0.1 percentage points year-on-year, while the net profit margin decreased by 5.8 percentage points to 8.4% [1] Brand Performance Summary - By brand, HAZZYS showed healthy growth with revenue of 930 million yuan in H1 2025, up 8% year-on-year, while the main brand Baoxini experienced a revenue decline of 10% to 700 million yuan [3] - The company’s online sales increased by 18% to 450 million yuan, while direct sales grew by 2% to 1.03 billion yuan, but franchise and group purchase sales saw declines of 17% and 21%, respectively [3] Operational Insights - The company has been cautious in asset impairment provisions, with inventory increasing by 5.9% year-on-year to 1.14 billion yuan, and inventory turnover days rising by 24.1 days to 282.4 days [4] - The company anticipates a steady recovery in profitability from 2026 to 2027, driven by channel optimization and improved sales performance [4] Financial Projections - The company’s projected net profits for 2025, 2026, and 2027 are 322 million yuan, 399 million yuan, and 476 million yuan, respectively, with a corresponding P/E ratio of 17.5 for 2025 [4][6]