海澜之家，陷入中年危机

Core Viewpoint - The article discusses the challenges faced by Hailan Home, a leading men's clothing brand in China, as it seeks to list on the Hong Kong Stock Exchange amid declining revenues and profits, indicating a potential need for transformation in its business model [3][4][6]. Financial Performance - Hailan Home reported a revenue of 11.566 billion yuan for the first half of 2025, a slight increase of 1.73% year-on-year, but its net profit fell to 1.58 billion yuan, down 3.42% [8][9]. - For the full year 2024, the company experienced a revenue decline of 2.65% to 20.957 billion yuan and a significant net profit drop of 26.88% to 2.159 billion yuan [8][9]. - The company's net profit margin has decreased to 10.45%, the lowest in a decade, highlighting a trend of increasing revenue without corresponding profit growth [16][17]. Business Model Challenges - Hailan Home's success was built on a "light asset + quasi-direct" model, which is now struggling in a saturated market where consumer demand is weak [10][11]. - The brand's reliance on a supply chain model that lacks innovation has led to outdated product offerings, resulting in a perception of being "old-fashioned" among consumers [19][23]. - The company faces high inventory levels, with a reported inventory of 11.99 billion yuan in 2024, a 28.38% increase year-on-year, and an inventory turnover period of 330 days, indicating slow sales [29][32]. Market Position and Competition - Hailan Home's market position is under threat as it competes with brands that have adapted to changing consumer preferences, particularly in the sportswear segment [41][42]. - The company's market capitalization is significantly lower than competitors like Youngor, despite higher revenues, reflecting investor skepticism about its growth potential [24][26]. Strategic Initiatives - The new leadership under Zhou Licheng has initiated reforms focusing on sports retail and overseas expansion, including partnerships with international brands like Adidas [39][44][49]. - However, the impact of these initiatives has been limited, with overseas revenue contributing less than 2% to total sales in the first half of 2025 [51]. Future Outlook - The upcoming IPO in Hong Kong is seen as a potential opportunity for Hailan Home to raise funds and revitalize its business, but success will depend on addressing core issues such as product relevance and brand perception [52][53].