森马服饰（002563）：上半年收入增长3%，费用率增加致利润承压

Investment Rating - The investment rating for the company is "Outperform the Market" [6][36][41] Core Views - The company achieved a revenue growth of 3.3% year-on-year in the first half of 2025, with total revenue reaching 6.149 billion yuan. However, net profit decreased by 41.2% to 325 million yuan, primarily due to increased expense ratios [1][4] - The second quarter saw a revenue increase of 9.0% year-on-year, with total revenue of 3.070 billion yuan, marking a positive turnaround from the first quarter [2] - The children's clothing segment continues to grow, with revenue of 4.313 billion yuan in the first half of 2025, up 6.0% year-on-year, accounting for 70.1% of total revenue [3][36] Summary by Sections Financial Performance - In the first half of 2025, the company reported a revenue of 6.149 billion yuan, a 3.3% increase year-on-year, while net profit fell to 325 million yuan, a decrease of 41.2% [1] - The gross profit margin improved by 0.6 percentage points to 46.7%, but the net profit margin decreased by 4.1 percentage points to 5.2% due to rising expense ratios [1][4] - The second quarter revenue was 3.070 billion yuan, reflecting a 9.0% year-on-year increase, although net profit dropped by 46.3% [2] Business Segments - The children's clothing segment generated 4.313 billion yuan in revenue, up 6.0% year-on-year, while the leisure clothing segment saw a decline of 5.0% to 1.723 billion yuan [3] - Direct sales channels performed well, with a revenue increase of 34.8% to 948 million yuan, while franchise channels experienced a decline of 2.8% [3] Future Outlook - The company is expected to focus on cost control in the second half of 2025, which may help narrow the decline in net profit. The long-term outlook remains positive, particularly for children's clothing and direct sales channels [4][36] - The profit forecast for 2025-2027 has been adjusted to 890 million yuan, 1.15 billion yuan, and 1.32 billion yuan respectively, reflecting a downward revision due to increased expense ratios [4][36]