CHJ(SZ:002345) 凤凰网财经·2025-06-21 12:03Core Viewpoint - In 2024, despite a booming gold price market, the jewelry industry faced a wave of store closures, while the jewelry company Chaohongji (002345.SZ) achieved a net increase of 158 franchise stores, resulting in a revenue of 6.518 billion yuan, a year-on-year growth of 10.48%. However, the company's profitability sharply declined in the second half of 2024, with a net loss of 122 million yuan in Q4, a year-on-year decrease of 698.93% [2]. Group 1: Franchise Performance - Chaohongji operates three main brands: "CHJ Chaohongji," "VENTI Vandi," and "FION Fianie," with over 90% of revenue coming from the jewelry sector. In 2024, the national gold consumption dropped by 9.58% to 985.31 tons due to suppressed consumer demand from rising gold prices, leading to diminishing returns from the previous rapid expansion strategy through franchise stores [4][5]. - The number of franchise stores increased to 1,505 by the end of 2024, with 1,268 being franchise stores. The revenue from franchise contributions reached 3.284 billion yuan, a year-on-year increase of 32.35%, marking a historical high. However, the gross margin for this sales model fell to 17.25%, down from 23.97% in 2020, significantly lower than the self-operated model's 31.57% [5][6]. Group 2: Revenue and Profitability Challenges - From 2020 to 2024, the revenue from Chaohongji's fashion jewelry showed instability, with a 10.6% decline in 2022 and a negative growth in 2024. In contrast, traditional gold products consistently showed positive growth during the same period, with a 30.21% increase in 2024 [8]. - The gross margin for traditional gold products remained low, fluctuating around 9% from 2020 to 2024, necessitating volume growth to support profitability. The company aims to increase its store count to 2,000 by 2025, but the actual net increase in 2024 fell short of expectations, posing a significant challenge [8][9]. - The company's leather goods segment, particularly the brand "FION Fianie," has underperformed, leading to multiple goodwill impairment provisions totaling 1.77 billion yuan in 2024 due to unmet performance expectations. The revenue from this segment dropped by 27.38% to 324 million yuan [9].