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【李宁(2331.HK)】短期需求承压,期待奥运和户外等新系列贡献增量——2025 年四季度零售流水表现点评(姜浩/孙未未/朱洁宇)
光大证券研究· 2026-01-15 23:04
Core Viewpoint - The retail performance of Li Ning in Q4 2025 shows a decline in overall sales, with specific challenges in both offline and online channels, despite some improvements compared to Q3 2025 [4][5]. Group 1: Retail Performance - In Q4 2025, Li Ning's overall retail revenue (excluding Li Ning YOUNG) decreased by a low single-digit percentage year-on-year, with offline and online channels experiencing a mid single-digit decline and flat performance, respectively [4]. - The total number of stores at the end of 2025 was 7,609, reflecting a net increase of 24 stores (+0.3%) from the beginning of the year, with Li Ning brand stores (excluding Li Ning YOUNG) and Li Ning YOUNG stores numbering 6,091 and 1,518, respectively [4]. Group 2: Channel Performance - The performance of various channels in Q4 2025 remained weak, although the decline in offline channels was slightly less severe compared to Q3 2025, with overall revenue decline narrowing from mid single-digit to low single-digit [5]. - The online channel's performance weakened compared to Q3, slowing from high single-digit growth to flat [5]. Group 3: New Initiatives - In 2025, the company became an official partner of the Chinese Olympic Committee and launched the "Honor Gold Standard" series of products in December, along with the opening of a new store format called "Dragon Store" in Beijing [6]. - The company plans to open pop-up stores for the Dragon Store in 17 high-tier cities during January and February 2026 to leverage the Spring Festival sales season [6]. - Additionally, the first independent outdoor store, COUNTERFLOW, was opened in Beijing in November 2025, focusing on outdoor products and enhancing the brand's influence in this category [6]. Group 4: Short-term Challenges - The company faces short-term retail pressure due to a weak overall market environment, with increased discounting and a healthy inventory level compared to Q3 [7].