森马服饰（002563）：营收增长稳健，费用拖累短期利润

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [5] Core Views - The company reported a revenue of 6.15 billion, a year-on-year increase of 3%, while the net profit attributable to shareholders was 330 million, a decrease of 41% year-on-year [1] - The children's clothing segment has become the main growth driver, with revenue reaching 4.31 billion, a year-on-year increase of 6%, accounting for 70% of total revenue [2] - The company is actively expanding its multi-channel retail strategy, combining direct sales, franchising, and online platforms, with a total of 8,236 offline stores established [3] - The company is focusing on long-term growth through brand management, overseas expansion, and technological empowerment, leading to adjusted revenue forecasts for 2025-2027 [4] Financial Performance - In the first half of 2025, the gross profit margin was 46.7%, a slight increase of 0.6 percentage points year-on-year, while the net profit margin decreased by 4 percentage points to 5.3% [1] - The company’s online sales reached 2.69 billion, accounting for 43.8% of total revenue, with a gross profit margin of 47.3% [3] - The forecasted revenue for 2025-2027 is 15.4 billion, 16.3 billion, and 17.3 billion respectively, with net profits of 920 million, 1.1 billion, and 1.27 billion [4][9]