Core Viewpoint - The article discusses the challenges faced by the sports retail operator, Tmall (滔搏), highlighting a significant decline in profits and the impact of market dynamics on its operations, particularly in relation to major brands like Nike and Adidas [2][3][4]. Group 1: Financial Performance - For the fiscal year ending February 2025, Tmall's profit dropped to 1.29 billion yuan, a 42% year-on-year decline, marking a record low since its listing [2]. - Tmall's revenue fell by 11.5% and 15.1% in the fiscal years 2022 and 2023, respectively, with a notable decrease in store numbers [17]. - As of February 2025, Tmall had 5,020 offline stores, an 18.3% year-on-year decrease, while inventory turnover days remained high at four and a half months [18][17]. Group 2: Market Dynamics - Major brands like Nike and Adidas are still struggling in the Chinese market, with Nike experiencing a 17% year-on-year sales decline from December to February [3]. - Tmall's revenue structure has been heavily reliant on Nike and Adidas, contributing over 85% to its performance, which poses risks due to the brands' shift towards direct-to-consumer (DTC) sales [9][11]. - The rise of domestic brands such as Anta and Li Ning has intensified competition, further complicating Tmall's market position [15]. Group 3: Strategic Initiatives - Tmall has increased online promotions to clear inventory, resulting in a 4.5% year-on-year decline in stock levels and a drop in gross margin to 38.4%, the first time below 40% [4]. - The company is focusing on transforming its brand portfolio by acquiring exclusive operating rights for high-end outdoor brands like Norrøna and Soar in Greater China [5][27]. - Tmall aims to enhance its online presence through various e-commerce strategies, currently operating 2,300 mini-program stores and 500 accounts on Douyin and WeChat [20]. Group 4: Future Outlook - Tmall's strategy includes expanding its brand matrix in vertical markets such as outdoor and trail running, with partnerships established with brands like HOKA ONE ONE and KAILAS [22][23]. - Despite the challenges, Tmall's cash and cash equivalents reached 2.59 billion yuan, a year-on-year increase of over 30%, providing some financial flexibility for future investments [31]. - The company acknowledges the need for a more nuanced approach to brand management, emphasizing the importance of both online and offline channels working synergistically [35].