9个月烧光35亿！海澜之家被“除名”了

Core Viewpoint - Haier's brand, once a leader in men's fashion, is now facing significant challenges, including being removed from the MSCI index, indicating a failure to meet key market standards and a decline in growth potential [6][8][29]. Group 1: Financial Performance - In the first three quarters of 2025, Haier's revenue reached 15.599 billion yuan, showing a slight increase of 2.23%. However, the main brand's revenue, which accounts for over 70% of total revenue, declined by 3.99% to 10.849 billion yuan, indicating insufficient growth momentum [9]. - The sales expenses for the first three quarters of 2025 amounted to 3.524 billion yuan, representing 22% of total revenue, while R&D expenses were only 157 million yuan, a decrease of 4.69%, accounting for just 1% of revenue [9][10]. - Since 2019, Haier's revenue has fluctuated between 21.9 billion yuan and 20.9 billion yuan, failing to achieve significant growth, with net profit also showing wide fluctuations [11]. Group 2: Inventory and Operational Efficiency - Haier has been trapped in a high inventory cycle, with inventory turnover days increasing from 262 days in 2019 to 394 days in the first three quarters of 2025, while inventory levels rose from 9.044 billion yuan to 11.518 billion yuan [12][13]. - The company has struggled to establish a healthy inventory turnover mechanism, leading to a situation where inventory levels increased despite a slight decline in revenue [12][13]. Group 3: Strategic Misalignment - Haier's frequent strategic shifts and unclear market positioning have resulted in a loss of growth momentum, characterized by a focus on marketing over product development [13][24]. - The brand has attempted to appeal to various consumer segments without a clear target, leading to a mismatch in product offerings and consumer expectations [24][25]. - Recent marketing efforts, such as the introduction of the "Aurora 95 Down" concept, have raised questions about innovation versus mere rebranding, as the product lacks distinct competitive advantages compared to established brands [21][22]. Group 4: Market Position and Brand Identity - Haier's attempts to cater to both young consumers and business professionals have resulted in a diluted brand identity, with products failing to resonate with either group [24][25]. - The brand's reliance on celebrity endorsements has not translated into sustained revenue growth, as shifts in target demographics have not aligned with product design [19][20]. - The company faces criticism for its pricing strategy, which appears misaligned with its target audience, leading to a perception of being out of touch with market demands [25][26]. Group 5: Future Outlook - Following its removal from the MSCI index, Haier is expected to face increased pressure in the secondary market, necessitating a strategic refocus on core consumer segments and product offerings [29][31]. - The company must enhance its R&D investment to remain competitive, as reliance on design alone is insufficient in the current market landscape [29][31].