一、董事会会议召开情况 浙江森马服饰股份有限公司(以下简称"公司")于 2026 年 2 月 10 日在公司召开第七 届董事会第二次会议，本次会议以现场与视频通讯表决相结合的方式召开。会议通知已于 2026 年 2 月 5 日以书面及电子邮件的方式向全体董事发出并送达。 证券代码：002563 证券简称：森马服饰 公告编号：2026-02 浙江森马服饰股份有限公司 第七届董事会第二次会议决议公告 本公司及董事会全体成员保证信息披露的内容真实、准确、完整，没有虚假记载、误 导性陈述或重大遗漏。 1 本次会议应出席董事 10 人，实际出席董事 10 人，全体董事以现场或视频通讯方式出 席并表决，会议由董事长邱坚强主持。公司高级管理人员列席本次会议。本次会议的召开 符合《中华人民共和国公司法》与其他法律、行政法规、部门规章、规范性文件及公司章 程等的规定。 二、董事会会议审议情况 1、审议通过《关于推选李立丰先生为公司第七届董事会独立董事候选人的议案》， 并提交股东会审议。 根据中国证监会相关规定，同意推选李立丰先生为公司第七届董事会独立董事候选人， 任期自股东会审议通过至本届董事会任期届满。 本议案需经股东会审议 ...

Group 1 - Several A-share listed companies are launching "Year of the Horse" themed products as the 2026 Spring Festival approaches [3][6] - Kweichow Moutai has introduced a new marketing plan focusing on a pyramid product structure to meet diverse consumer needs, emphasizing premium and zodiac wines [3] - Other liquor companies like Wuliangye and Yanghe are also releasing zodiac-themed products, available on major e-commerce platforms [6] Group 2 - The demand for gold jewelry has significantly increased with the upcoming Year of the Horse, leading to seasonal growth in customer traffic and order volume for companies like Cuihua Jewelry [6][8] - Qingdao Kingwang has launched a new ceramic fragrance gift box for the Year of the Horse, available on Tmall [8] - Various companies are implementing special marketing activities for the Year of the Horse, such as Senma's interactive online events and in-store experiences [8]

Macro and Strategy Research - Long-term care insurance (referred to as "long-term care insurance") is designed to mitigate the financial risks associated with long-term disabilities, providing economic security or service payments to individuals requiring ongoing personal care and medical assistance. There are three models in practice: social insurance, commercial insurance, and care allowances. To address the medical care needs arising from an aging population, China's long-term care insurance system has been piloted in 49 cities, transitioning from a "pilot" phase to a "promotion" phase during the 14th Five-Year Plan period [2][4]. - Japan's long-term care insurance was implemented in 2000, mandating that individuals over 40 must enroll. Funding is shared equally between public funds (taxes) and insurance premiums. Care service costs are generally covered 90% by the insurance, with individuals responsible for 10%, and some high-income groups covering 20-30%. The application process for care services follows a detailed recognition process, ensuring that public resources are prioritized for those in greatest need. As of April 2024, approximately 6.7% of the insured population utilizes care services, indicating that the insurance primarily addresses the low-frequency, high-risk care needs of the elderly [3]. - Currently, China's long-term care insurance system is still in the "pilot" stage, with only 0.8% of beneficiaries among participants as of 2024. Under the directive to "promote long-term care insurance" during the 14th Five-Year Plan, provinces like Hainan, Yunnan, and Hebei have released implementation plans. The insured groups include employees, retirees, flexible workers, and unemployed rural residents, with payment ratios of approximately 70% for employees and around 50% for non-employed rural residents [4]. - In comparison, there are notable differences between China's long-term care insurance and Japan's system in terms of funding sources, insured groups, benefit systems, and protected populations. Japan's long-term care insurance has undergone eight rounds of reforms, emphasizing a "prevention-first" approach, which can help control costs and establish community prevention and intervention systems for mild disabilities, serving as a significant reference for China's long-term care insurance system [5]. Fund Research - The public fund market saw a total scale exceeding 280 billion yuan, with the equity market experiencing a downturn. During the week from February 2 to February 6, 2026, all major equity indices declined, with the largest drop being 5.76% in the STAR 50 index. Among 31 primary industries, 18 saw gains, with the top five performing sectors being food and beverage, beauty care, electrical equipment, comprehensive, and transportation [6][8]. - The average decline for equity funds was 2.27%, with only 18.81% achieving positive returns. Fixed-income plus funds fell by an average of 0.23%, with 40.77% showing positive returns. Pure bond funds increased by 0.08%, with a remarkable 98.70% positive return rate. The average decline for pension target funds was 0.73%, with only 3.52% achieving positive returns. QDII funds also saw an average decline of 2.54%, with 13.95% showing positive returns [8]. - The ETF market experienced a net inflow of 14.899 billion yuan, with only cross-border ETFs achieving net inflows of 21.624 billion yuan. The average daily trading volume in the ETF market reached 619.629 billion yuan, with an average turnover rate of 9.49% [8]. Industry Research - The report highlights the importance of the upcoming Spring Festival consumption, with a focus on the potential recovery of valuations in the home furnishing sector. Nine departments have jointly issued a document to create a festive consumption atmosphere during the Spring Festival [10][13]. - From February 2 to February 6, the light industry manufacturing sector outperformed the CSI 300 index by 2.29 percentage points, while the textile and apparel sector outperformed by 2.66 percentage points [10]. - The Ministry of Commerce and other departments have launched the "2026 'Happy Shopping Spring' Special Activity Plan," which will take place from February 15 to 23, aiming to stimulate consumption through innovative cross-sector collaborations and incentives to enhance consumer participation. This policy is expected to positively impact the consumption of home appliances and home decoration products during the implementation period [13].

Investment Rating - The investment rating for the light industry manufacturing and textile apparel sectors is maintained at "Neutral" [7][43]. Core Insights - The report highlights the upcoming "2026 'Le Gou New Spring' Special Activity Plan" issued by nine departments, aimed at boosting consumption during the Spring Festival from February 15 to 23, which is expected to stimulate demand in key consumer sectors such as home furnishings, home appliances, and home decoration [6][42]. - The report notes a price increase of 50 yuan/ton for various paper products, including kraft and corrugated paper, effective from March 2, driven by changes in market supply and demand dynamics [6][15]. - The light industry manufacturing sector outperformed the CSI 300 index by 2.29 percentage points during the period from February 2 to February 6, with a sector performance of 0.96% compared to the CSI 300's -1.33% [4][35]. - The textile and apparel sector also outperformed the CSI 300 index by 2.66 percentage points during the same period, with a sector performance of 1.32% [4][39]. Summary by Sections Industry News - The "2026 'Le Gou New Spring' Special Activity Plan" aims to enhance consumption through innovative cross-sector collaborations and incentives to stimulate immediate consumer spending [6][15]. - The report mentions a price adjustment in the paper industry, indicating a recovery in the corrugated paper market due to various factors including reduced production and low inventory levels [6][15]. Key Company Recommendations - The report recommends "Buy" ratings for companies such as Oppein Home (603833), Sophia (002572), and Semir Apparel (002563) [4][43]. - The report also highlights the performance of companies like Tianan New Materials and Jian Sheng Group, noting their recent share buybacks and shareholder actions [3][34]. Market Performance - The light industry manufacturing sector's performance was bolstered by factors such as changes in control and acquisitions, while some companies faced adjustments due to previous overvaluation [4][36]. - The textile and apparel sector saw significant gains in specific companies, with notable increases in stock prices for firms like Cai Bai Co. and Bang Jie Co. [4][39].

[Table_Page] 行业专题研究|纺织服饰 2026 年 2 月 6 日 证券研究报告 [Table_Title] 纺织服饰行业全球观察之加拿大鹅 972918116公共联系人2026-02-06 23:08:14 [本报告联系人： Table_C ontacter] FY2026Q3：北美亚太齐头并进，直营渠道延续高增 [Tabl e_Author] 分析师： 糜韩杰 分析师： 钟泽宇 SAC 执证号：S0260516020001 SFC CE.no: BPH764 SAC 执证号：S0260526020002 021-38003650 020-66336949 mihanjie@gf.com.cn zhongzeyu@gf.com.cn [Table_Summary] 核心观点： 相关研究 [Table_Report ： ] 纺织服饰行业:纺织服装与轻工行业数据月报 1.1-1.30 2026-02-02 纺织服饰行业:纺织服装与轻工行业数据周报 1.17-1.23 2026-01-25 纺织服饰行业全球观察之迅销:FY2026Q1 公司业绩再创新高，大中华区收入同增中单 2026-01-25 识别 ...

Core Insights - The article discusses the rise of "abstract" marketing as a new trend in the advertising industry, particularly in the context of the Chinese New Year (CNY) marketing campaigns for 2024, highlighting its effectiveness in capturing consumer attention and engagement [1][2][4] Group 1: Abstract Marketing Trend - "Abstract" has emerged as a key term on platforms like Xiaohongshu, with related posts exceeding ten million and topic views surpassing 2.8 billion [1] - Major fast-moving consumer goods (FMCG) brands like Mengniu, Yili, and RIO are adopting abstract marketing strategies to engage younger audiences by breaking conventional advertising norms [1][2] - The trend is now influencing the beauty industry, which faces unique challenges due to its focus on brand identity and emotional connections [1] Group 2: Case Studies - Yili's CNY marketing campaign features an abstract narrative with a humorous twist, exemplified by the short film "Finding Ma Yili," which plays with audience expectations and engages them interactively [2][4] - KANS's CNY advertisement, featuring Ma Sichun, employs absurdist humor and unexpected visuals to create a memorable and shareable experience, resulting in over 13 million views [4][6] - The clothing brand Semir invites user-generated content by posing an open-ended question, encouraging creative interpretations of its brand name [8] Group 3: Emotional and Psychological Factors - Abstract marketing serves as a response to societal pressures, allowing consumers to express their emotions and frustrations in a playful manner [9][11] - The strategy aims to break through consumer apathy by using unexpected and absurd imagery, creating a space for public engagement and conversation around the brand [9][11] - The rise of abstract marketing reflects a broader cultural shift towards seeking emotional release and individuality in a highly structured society [9][11] Group 4: Industry Perspectives - Industry insiders note that the popularity of abstract content is driven by "traffic anxiety," as brands seek low-cost ways to maintain visibility without significant budget increases [11] - There is debate within the industry regarding the appropriateness of abstract marketing for emerging brands versus established ones, with concerns about potential dilution of brand value [11][12] - The effectiveness of abstract marketing hinges on its ability to resonate with the brand's core identity, rather than merely serving as a superficial gimmick [19][20]

Group 1: Core Insights - The upcoming Spring Festival is expected to trigger a significant consumption surge, referred to as the "Golden Week" for consumer spending, with various listed companies competing in the "New Year Economy" [1] - Companies in the cultural tourism sector are innovating by merging traditional culture with modern technology to create comprehensive holiday experiences [2] - The film industry is gearing up for the Spring Festival box office, with multiple companies preparing a diverse lineup of films, indicating a competitive landscape in content creation and marketing [3] Group 2: Cultural Tourism Sector - Cultural tourism companies are enhancing their offerings by expanding spaces, innovating content, and integrating various experiences to transform traditional sightseeing into immersive holiday celebrations [2] - Notable innovations include the "Yuyuan Lantern Festival," which has expanded its format to create a narrative journey that connects historical and modern elements, enhancing brand reputation through community engagement [2] Group 3: Alcohol Industry - The alcohol sector is focusing on high-end product iterations and cultural IP collaborations, with major brands like Kweichow Moutai launching special zodiac-themed products to target the gifting and collectible markets [4] - Marketing strategies emphasize creating immersive experiences and emotional connections, with brands like Jiu Gui Jiu leveraging thematic campaigns to enhance consumer engagement [4] Group 4: Consumer Goods Sector - Companies in the consumer goods sector are focusing on health, convenience, gifting, and experiential aspects in their product offerings for the Spring Festival [5] - Innovations include health-oriented gift boxes and culturally themed products, with companies like Haoxiangni and Laiyifen targeting health-conscious consumers [6] - Sales strategies are increasingly reliant on online and offline integration, with brands like Three Squirrels and Laiyifen enhancing their market penetration through community-focused initiatives [6][7] Group 5: Marketing Strategies - Listed companies are adopting precise and interactive marketing strategies tailored to different consumer segments, enhancing brand engagement through innovative campaigns [7] - Regional specialties are being leveraged to create unique product offerings, as seen with He Bai Group's integration of local high-quality products into their New Year offerings [7] - The overall competition among various industries reflects a shift in consumer preferences towards culturally rich, emotionally engaging, and experiential purchasing processes [7]

Fixed Income Research - The net financing amount is at a historically high level, indicating that the logic of asset scarcity has dissipated. The overall change in the issuance guidance rates published by the trading association has mostly decreased by 5 to 1 basis points. In January, the issuance scale of credit bonds increased month-on-month, with only medium-term notes seeing a decrease in issuance amount, while other varieties saw increases. The net financing amount for credit bonds increased month-on-month, with medium-term notes showing a decrease, while other varieties saw increases. Corporate bonds, directional tools had negative net financing, while corporate bonds, medium-term notes, and short-term financing bonds had positive net financing [2][3]. - In the secondary market, the transaction scale of credit bonds decreased month-on-month, with transaction amounts for all varieties declining. The yield on credit bonds remained low and fluctuated, with most varieties showing a month-on-month decline in average yield. The credit spread for most varieties narrowed month-on-month, with the varieties that widened mainly concentrated in the 7-year term. Most varieties' spreads are at historical lows. From an absolute return perspective, insufficient supply and relatively strong allocation demand will continue to drive the recovery of credit bonds. Although fluctuations are inevitable due to various factors, the conditions for a comprehensive bear market in credit bonds remain insufficient. In the long run, future yields are still in a downward channel, and the strategy of increasing allocation during adjustments remains feasible [3]. Fund Research - In January, the market for actively managed equity funds saw a significant increase in issuance, with a total of 88 new funds issued, amounting to 91.48 billion yuan. The issuance of actively managed equity funds and passive equity funds was 41.70 billion units and 19.62 billion units, respectively, with a significant increase in the issuance of actively managed equity funds. Overall, the issuance market for equity funds has warmed up significantly, especially for actively managed equity funds [6][7]. - The performance of equity markets was outstanding in January, with all types of funds showing varying degrees of increase. The average increase for commodity funds was the largest at 17.92%. The growth style outperformed the value style, and the mid-cap balanced style had the largest increase at 8.99%, while the large-cap value style had the smallest increase at approximately 4.22% [8]. Industry Research - The valuation repair of the real estate chain can continue, with positive signals from the government regarding real estate policies. The market is transitioning from a large-scale expansion phase to a focus on quality improvement. The goal is to actively construct a new development model for real estate, emphasizing both short-term and long-term strategies. The sales recovery process will significantly impact bond valuations, and investors with a higher risk appetite may consider early positioning, especially in companies showing strong performance in new financing and sales recovery [4][10]. - In the paper industry, several leading companies have announced price increases for white cardboard and corrugated paper, with expected price hikes of 200 yuan/ton for white cardboard and 30-50 yuan/ton for corrugated paper. The upcoming annual maintenance period for paper companies will disrupt supply, while the approaching Spring Festival will boost packaging demand from e-commerce, food, and beverage sectors, supporting price increases [12]. - In the metals industry, the steel sector is expected to continue a weak performance due to the Spring Festival holiday, with production and demand both shrinking. The copper market is also anticipated to see inventory accumulation due to reduced production activities during the holiday, with a focus on post-holiday demand verification [13][15].

Group 1: Core Insights - The upcoming Chinese New Year is expected to drive significant consumer spending, with various listed companies competing in the "New Year Economy" [3] - The tourism and cultural sectors are enhancing traditional experiences by integrating modern technology and cultural elements, creating comprehensive holiday experiences [4] - The film industry is gearing up for the Spring Festival with a diverse lineup of movies, indicating a competitive landscape for content creation and marketing [5] Group 2: Tourism and Cultural Companies - Listed companies in the tourism sector are focusing on expanding their offerings and innovating content to transform traditional sightseeing into immersive cultural experiences [4] - The "Yuyuan Lantern Festival" by Yuyuan Group has undergone a significant upgrade, creating a new integrated experience that connects historical and modern narratives [4] - Companies like Songcheng Performance are emphasizing emotional value and immersive experiences to cater to family-oriented consumers during the holiday [4] Group 3: Alcohol Industry - Major liquor companies are adopting strategies focused on high-end product offerings and cultural branding to enhance their market presence during the festive season [6] - Guizhou Moutai has launched a special zodiac-themed product line targeting high-end gifting and collectible markets [6] - Marketing strategies in the alcohol sector are increasingly focused on creating festive atmospheres and engaging with consumers through interactive campaigns [6] Group 4: Consumer Goods - Companies in the consumer goods sector are innovating products and marketing strategies to meet diverse consumer needs for health, convenience, and gifting during the New Year [8] - Brands like Haoxiangni and Laiyifen are launching health-focused gift boxes and culturally themed products to align with consumer preferences [8] - The integration of online and offline sales channels is becoming essential for enhancing market penetration and consumer engagement [8][9] Group 5: Marketing Strategies - Listed companies are implementing targeted marketing strategies to engage different consumer segments, enhancing brand loyalty and interaction [9] - Regional specialties are being leveraged to create unique product offerings, as seen with HeBai Group's integration of local high-quality products [9] - The jewelry sector is also experiencing a sales peak, with companies preparing inventory and marketing plans to capture consumer interest during the festive season [9]

从资金流向上来看，当日服装家纺板块主力资金净流出4133.81万元，游资资金净流出140.18万元，散户 资金净流入4273.99万元。服装家纺板块个股资金流向见下表： | 代码 | 名称 | 主力净流入(元) | 主力净占比 游资净流入(元) | | 游资净占比 散户净流入(元) | | 散户净占比 | | --- | --- | --- | --- | --- | --- | --- | --- | | 003041 | 直要美家 | -2104.41万 | 7.69% | -121.61万 | -0.44% | -1982.80万 | -7.25% | | 300952 恒辉安防 | | 2036.83万 | 6.10% | -1573.68万 | -4.71% | -463.15万 | -1.39% | | 300005 | 探路者 | 1980.36万 | 3.23% | -338.27万 | -0.55% | -1642.09万 | -2.68% | | 603557 | ST起步 | 1489.75万 | 26.11% | -818.87万 | -14.35% | -670.87万 | -11. ...