公司持续强化品牌营销，推动品牌与产品的持续迭代公司夯实森马品牌定位，今年春节营销活动传播声 量突破4 亿，4 月品牌焕新升级官宣新口号"再造新常服"，实现全域曝光突破16 亿，有效提振当月线下 零售规模增长12%。今年上半年，森马品牌八大心智产品收入占比提升27个百分点，其中，防晒服、森 柔棉、舒服裤系列销售额同比增长超50%。巴拉巴拉品牌在今年上半年完成产品线迭代更新，构建了日 常生活、城市户外和高光时刻三大核心场景，聚焦T 恤、长裤、外套等核心品类，未来将持续致力于打 造更多消费者心智爆品。上半年，巴拉巴拉品牌以"中国小朋友"的社会化营销为主轴引起了社会面、用 户面、行业面的强烈反响，总曝光超过10 亿，同时第八代品牌旗舰店投入运营，单店零售有显著提 升。 盈利预测与评级 公司公告2025 年中报，实现营收61.49 亿元，同比增长3.26%，归母净利润3.25 亿元，同比下降 41.17%，基本每股收益0.12 元。2025 年半年度，公司拟向全体股东每10 股派发1.50 元现金红利（含 税）。 点评： 上半年公司费用率上升明显，第二季度营收端有所改善2025 年上半年，公司毛利率/净利率分别为 46 ...

Core Viewpoint - Bosideng, a leading domestic down jacket brand, reported record high revenues and net profits for the fiscal year 2024/2025, driven by a dual focus strategy on down jackets and fashionable functional apparel [1] Group 1: Financial Performance - The company achieved revenue of approximately RMB 25.902 billion, an increase of 11.6% year-on-year, and net profit of about RMB 3.514 billion, up 14.3% year-on-year, marking the eighth consecutive year of record highs [1] - Revenue from branded down jackets rose 11% to approximately RMB 21.668 billion, also a historical high for the same period [1] - The OEM management business maintained healthy growth, with revenue reaching RMB 3.373 billion, a year-on-year increase of 26.4%, setting a new record [1] Group 2: Strategic Initiatives - Bosideng's strategy focuses on enhancing channel quality through the expansion of TOP stores and refined operations, leading to strong growth in distribution channels and improved operational efficiency [1] - The company has actively engaged in online sales, particularly through emerging platforms like Douyin, where it gained over 1 million new followers in the fiscal year [2] - As of March 31, 2025, Bosideng's brand had approximately 10 million followers on Douyin, and on Tmall and JD, it added around 7 million new followers and 3 million new members [2] Group 3: Product Innovation - Bosideng has expanded its product categories to include functional outerwear such as sun-protective clothing and lightweight down jackets, catering to diverse consumer needs [2][3] - The company is focusing on differentiated positioning for its sun-protective clothing and jackets, emphasizing fashion and technology [3] - Bosideng is also involved in setting national standards for sun-protective clothing, aiming to lead the industry towards positive development through technological innovation [3] Group 4: Digital Transformation - The company is embracing digital transformation with AI-driven initiatives, implementing a new retail model that integrates online and offline channels [4] - Bosideng has developed an "AI shopping assistant" to enhance customer engagement and shopping experience [4] Group 5: Supply Chain Management - In the fiscal year 2024/2025, Bosideng maintained a low initial order ratio while implementing a responsive replenishment mechanism during peak sales periods, improving channel efficiency and inventory management [5]

Investment Rating - The report indicates a positive investment rating for the snack collection store industry, highlighting its rapid growth and market potential [26]. Core Insights - The snack collection store industry is characterized by a direct procurement model, offering a wide variety of products at competitive prices, with a significant market expansion projected [12][18]. - The industry has evolved through various phases, with notable growth in the number of stores and market size, particularly from 2019 to 2024 [22][26]. - The report emphasizes the importance of a well-structured membership system and effective product selection strategies to enhance customer loyalty and sales [54][135]. Summary by Sections 1. Industry Overview - Snack collection stores, also known as bulk snack stores, eliminate the distributor layer by sourcing directly from manufacturers, focusing on low prices and product diversity [12]. - The market size for snack collection stores in China is expected to grow from 4.08 billion yuan in 2019 to 104.59 billion yuan in 2024, capturing over 40% of the snack sales market [26]. 2. Bulk Selection Strategy - Effective product selection can attract more customers, with a mix of well-known brands and private label products to enhance store traffic and conversion rates [28][34]. - The strategy includes placing popular brands at prominent locations to draw customers while maintaining a higher margin on private label products [36][51]. 3. Membership System Construction - A robust membership system enhances customer loyalty by offering exclusive benefits such as discounts and priority access [54][57]. - The design of the membership system should be fair and incentivizing, with clear criteria for upgrading membership levels based on spending [60][61]. 4. Industry Competitive Landscape - The market is dominated by major players like Wanchen Group and Snack Very Busy, with significant store counts and market shares [82][84]. - Competitive strategies include aggressive market expansion and brand consolidation to enhance market presence [87][89]. 5. Consumer Demand Analysis - The primary consumer demographic includes younger generations (90s and 00s), with a strong preference for convenience and variety [90]. - Consumers are increasingly drawn to snack collection stores due to their competitive pricing and diverse product offerings, often perceiving them as more affordable than traditional supermarkets [92][102]. 6. Industry Development Trends - The industry is moving towards an integrated online and offline retail model, leveraging technology for personalized marketing and improved customer engagement [106][108]. - Future trends indicate a focus on quality, health, and personalized experiences, with an expected increase in market concentration [139].

Investment Rating - The investment rating for the company is upgraded to "Buy" [5] Core Views - The company is leveraging a comprehensive retail strategy to address operational challenges and diversify its customer base [5] - The company has faced short-term profit impacts due to increased discounts but maintains a leading dividend payout ratio in the industry [7] - The core international brand partnerships are gradually recovering, and new brand acquisitions are expected to enhance the company's diversified layout [7] - The company is projected to achieve a net profit of RMB 1.416 billion in FY2026, with a growth rate of 10.14% [7] Financial Performance Summary - For FY2024, the company is expected to generate revenue of RMB 27,012.90 million, reflecting a year-on-year decline of 6.64% [6] - The net profit for FY2024 is projected at RMB 1,286 million, down 41.89% year-on-year [6] - The company’s gross margin for FY2024 is estimated at 38.4%, a decrease of 3.4 percentage points compared to the previous fiscal year [7] - The company plans to maintain a total dividend payout ratio of 135% for FY2024/25, continuing to provide high dividend returns to shareholders [7] Revenue and Profit Forecast - Revenue forecasts for the company are as follows: RMB 28,933.20 million in 2024, RMB 27,012.90 million in 2025, and RMB 26,445.63 million in 2026, with respective growth rates of 6.87%, -6.64%, and -2.10% [6] - The projected net profit for the years 2026 to 2028 is RMB 1,416.34 million, RMB 1,670.93 million, and RMB 1,980.06 million, with growth rates of 10.14%, 17.98%, and 18.50% respectively [6][7]

Core Viewpoint - The company experienced a decline in revenue and net profit in FY2025, attributed to weak consumer demand and reduced foot traffic, but maintained strong cash flow supporting high dividend payouts [1][2][3] Group 1: Financial Performance - FY2025 revenue decreased by 6.6% year-on-year to 27.01 billion yuan, with retail channel revenue down 6.8% to 23.03 billion yuan and wholesale channel revenue down 5.8% to 3.79 billion yuan [1] - Net profit fell by 41.9% year-on-year to 1.29 billion yuan, with a gross margin decline of 3.4 percentage points to 38.4% due to increased promotional discounts and a higher proportion of low-margin online sales [1] - Operating cash flow increased by 20% year-on-year to 3.76 billion yuan, with a free cash flow to net profit ratio of 2.6 times, indicating efficient cash generation [1] Group 2: Operational Strategy - The company reduced its direct store count by 1,124 to 5,020, a decrease of 18.3% year-on-year, while total sales area declined by 12.4%, but single-store sales area increased by 7.2% [2] - Membership sales accounted for 93.2% of total sales, with high-value members contributing nearly 40% of sales, reflecting strong customer loyalty [2] - The company strategically entered the outdoor and professional sports market, becoming the exclusive operator for high-end brands like norda and Norrona in China [2] Group 3: Future Outlook - In Q4 FY2024, total sales for retail and wholesale businesses saw a mid-single-digit decline, with a more significant reduction in direct store area [3] - Management expressed cautious optimism for the new fiscal year, aiming for net profit to remain flat year-on-year while improving net profit margin through cost reduction and increased online channel sales [3] - The company adjusted its profit forecasts for FY2026-2028, expecting net profits of 1.30 billion, 1.46 billion, and 1.63 billion yuan respectively, reflecting a modest growth trajectory [3]

Core Viewpoint - The company reported its FY25 financial results, showing a revenue decline of 6.6% to 27.01 billion yuan and a net profit drop of 42% to 1.29 billion yuan, which aligns with expectations [1] Revenue and Profit Analysis - The decline in revenue and profit was primarily due to weak offline customer traffic and ongoing inventory destocking, despite positive growth from online channels [1] - The main brand revenue decreased by 6.1% to 23.31 billion yuan, while non-main brand revenue fell by 9.9% to 3.50 billion yuan [1] Dividend Distribution - The company plans to distribute a final dividend of 0.02 yuan per share and a special dividend of 0.12 yuan per share, totaling 0.28 yuan per share, with a payout ratio of 135.0% [1] Brand Performance - Professional sports brands showed stronger resilience, while casual sports brands were significantly impacted by consumer fatigue [1] - Recent partnerships with high-end running brand Soar and outdoor brand further enhance the company's market presence [1] Channel Performance - Direct sales revenue decreased by 6.8% to 23.03 billion yuan, with a significant drop in offline store traffic and a reduction in the number of stores by 18.3% to 5,020 [2] - Online business maintained double-digit growth, accounting for 30-40% of overall direct sales [2] Inventory and Cash Management - Inventory improved, with a year-on-year decrease of 4.5% and a cash flow from operating activities increasing by 20% to 3.76 billion yuan [2] - The company demonstrated strong cash management capabilities, with cash at the end of the period growing by 32.3% to 2.59 billion yuan [2] Profitability and Cost Control - Gross margin decreased by 3.4 percentage points to 38.4%, influenced by deeper discounts and changes in the sales mix [3] - Total expenses fell by 5.6%, with a slight increase in expense ratio despite a revenue decline [3] Strategic Partnerships and Market Outlook - The company has deepened cooperation with major brands like NIKE and Adidas, enhancing retail operations and channel optimization [4] - Profit forecasts for FY26-28 have been adjusted downwards, with expected net profits of 1.29 billion, 1.42 billion, and 1.55 billion yuan respectively [4]

Investment Rating - The report maintains a "Buy" rating for the company [2][5] Core Views - The company reported a revenue of 27.013 billion RMB for FY2025, a decrease of 6.69% year-on-year, and a net profit of 1.286 billion RMB, down 41.89% year-on-year. The company declared a dividend of 0.28 RMB, with a payout ratio of approximately 135% [2] - The decline in revenue is attributed to weak consumer demand and a reduction in foot traffic in offline stores. The company is focusing on efficient large-format stores while eliminating underperforming ones, resulting in a total of 5,020 stores at the end of FY25, a decrease of 1,124 stores year-on-year [3] - The company has seen a 14% year-on-year increase in average store revenue, with a membership base growing to 86 million, contributing 93.2% of in-store sales, of which repeat members account for 70% [3] - The gross margin for FY25 was 38.44%, down 3.31 percentage points, primarily due to declining sales and increased promotional activities. The net margin was 4.76%, a decrease of 2.88 percentage points [4] - The company expects to maintain stable performance in FY2026-2028, with projected EPS of 0.21, 0.24, and 0.28 RMB, and PE ratios of 14, 12, and 10 times respectively [5] Summary by Sections Performance Overview - FY2025 revenue was 27.013 billion RMB, down 6.69% year-on-year, with a net profit of 1.286 billion RMB, down 41.89% year-on-year. The company declared a dividend of 0.28 RMB, with a payout ratio of approximately 135% [2] Operational Analysis - Main brand revenue decreased by 6.1% to 23.311 billion RMB, while other brands fell by 9.9% to 3.505 billion RMB due to weak consumer demand. The company is optimizing its store network by focusing on high-efficiency large stores and reducing the number of low-efficiency stores [3] - The company has enhanced member engagement through diverse marketing activities, resulting in a membership increase of 5 million year-on-year [3] Financial Metrics - The gross margin for FY25 was 38.44%, down 3.31 percentage points, while the net margin was 4.76%, down 2.88 percentage points. The company’s cash flow from operating activities increased by 20% to 3.755 billion RMB, indicating a strong cash position [4] - The company anticipates a recovery in net profit margins in the coming years, with projected EPS growth [5]

Investment Rating - The report maintains a "Buy" rating for the company, indicating a strong performance relative to the market [2][25]. Core Insights - The company reported FY25 financial results that met expectations, with a revenue decline of 6.6% to 27.01 billion RMB and a net profit drop of 42% to 1.29 billion RMB, primarily due to weak offline traffic and ongoing inventory reduction [7][9]. - The company plans to distribute a final dividend of 0.02 RMB per share and a special dividend of 0.12 RMB per share, totaling a payout of 0.28 RMB per share, resulting in a payout ratio of 135% [7]. - The company has established exclusive partnerships with high-end brands Soar and Norrøna to enhance its presence in the outdoor segment [7]. - Online sales continue to grow, accounting for 30-40% of total direct sales, despite a decline in overall direct sales due to reduced foot traffic in physical stores [7]. - Inventory management has improved, with a 4.5% year-on-year decrease in inventory and a cash flow increase of 20% to 3.76 billion RMB [7]. - The gross margin for FY25 decreased by 3.4 percentage points to 38.4%, influenced by deeper discounts and changes in sales channel mix [7][13]. Financial Data and Earnings Forecast - FY2025 revenue is projected at 27.01 billion RMB, with a forecasted decline in net profit to 1.29 billion RMB for FY2025, and expected growth in subsequent years [6][17]. - The company’s earnings per share (EPS) for FY2025 is estimated at 0.21 RMB, with a price-to-earnings (PE) ratio of 14 [6][15]. - The report anticipates a gradual recovery in net profit to 1.55 billion RMB by FY2028, with corresponding PE ratios decreasing to 11 [6][15].

Investment Rating - The investment rating for the company is "Outperform the Market" [5][8]. Core Insights - The company's revenue and net profit declined as expected, with a 6.6% year-on-year decrease in revenue to 27.01 billion yuan for the fiscal year 2025, influenced by weak consumer demand and reduced foot traffic [1]. - The retail channel revenue fell by 6.8% to 23.03 billion yuan, while wholesale channel revenue decreased by 5.8% to 3.79 billion yuan [1]. - The main brands, Nike and Adidas, saw a revenue drop of 6.1% to 23.31 billion yuan, and other brands experienced a 9.9% decline to 3.50 billion yuan [1]. - The net profit attributable to the parent company decreased by 41.9% to 1.29 billion yuan, with a gross margin decline of 3.4 percentage points to 38.4% due to increased promotional discounts and a higher proportion of low-margin online sales [1][2]. - The company maintained a high dividend payout ratio of 135%, reflecting strong cash flow generation capabilities [2]. Revenue and Profit Trends - The company reported a 20% year-on-year increase in operating cash flow to 3.76 billion yuan, with a free cash flow to net profit ratio of 2.6 times, indicating efficient cash generation [2]. - The revenue decline narrowed in the second half of the fiscal year, with a 7.9% drop in the first half and a 5.4% drop in the second half, while profit declines were more pronounced [2]. - The total sales area decreased by 12.4% year-on-year, but the sales area per store increased by 7.2%, indicating improved store efficiency [3]. Strategic Initiatives - The company is optimizing its store structure and enhancing membership operations, with a total user base of 86 million, where member contributions account for 93.2% of sales [3]. - The company is strategically entering the outdoor and professional sports segments, partnering with high-end brands like Norda and Norrona for exclusive operations in China [3]. - The management expressed cautious optimism for the new fiscal year, focusing on efficiency and profitability improvement, with a target of maintaining net profit levels year-on-year [4]. Financial Forecasts - The company expects net profits for fiscal years 2026 to 2028 to be 1.30 billion, 1.46 billion, and 1.63 billion yuan respectively, reflecting a downward adjustment from previous forecasts [5][59]. - The reasonable valuation range is maintained at 3.80 to 4.00 HKD, corresponding to a price-to-earnings ratio of 17 to 18 times for fiscal year 2026 [5][59].

Investment Rating - The investment rating for the company is "Outperform the Market" [5][8][59] Core Views - The company's revenue and net profit decline is in line with expectations, with a 6.6% year-on-year decrease in revenue to 27.01 billion yuan for the fiscal year 2025, impacted by weak consumer demand and reduced foot traffic [1][2] - The company maintains a high dividend payout ratio of 135%, reflecting strong cash flow generation capabilities, with a free cash flow to net profit ratio of 2.6 times [2][59] - The company is strategically enhancing its outdoor segment and optimizing its store structure, with a net reduction of 1,124 direct stores to 5,020, while improving single-store sales efficiency [3][59] Summary by Sections Financial Performance - For the fiscal year 2025, retail channel revenue decreased by 6.8% to 23.03 billion yuan, while wholesale channel revenue fell by 5.8% to 3.79 billion yuan [1] - The company's gross profit margin declined by 3.4 percentage points to 38.4%, primarily due to increased promotional discounts and a higher proportion of low-margin online sales [1][2] - The net profit for the fiscal year 2025 dropped by 41.9% to 1.29 billion yuan, with a net profit margin of 4.8% [1][2] Cash Flow and Dividend - Operating cash flow increased by 20% year-on-year to 3.76 billion yuan, indicating efficient cash generation [2] - The company has maintained a cumulative dividend payout ratio of 104.2% since its listing in 2019, showcasing its commitment to returning cash to shareholders [2][59] Strategic Initiatives - The company is focusing on enhancing its membership operations and omnichannel retail capabilities, with membership contributing 93.2% of sales [3] - The company has entered into exclusive partnerships with high-end outdoor brands, aiming to strengthen its product matrix in the professional and trendy segments [3][59] Future Outlook - The management expresses cautious optimism for the new fiscal year, targeting stable net profit levels and improved net profit margins through cost reduction and efficiency enhancements [4][59] - The company has adjusted its profit forecasts for fiscal years 2026 to 2028, expecting net profits of 1.30 billion, 1.46 billion, and 1.63 billion yuan respectively [59][60]