Core Viewpoint - Meibang Apparel has struggled to find effective methods to revitalize its performance despite significant reforms over the past year, with a projected net profit decline of approximately 90.88% to 86.98% for the first half of 2025 [1][3] Financial Performance - The company expects a net profit of about 7 to 10 million yuan for the first half of 2025, a drastic decrease compared to the previous year [1] - In the first half of 2024, Meibang Apparel reported a net profit of 76.78 million yuan, a year-on-year increase of 648.07%, while the non-recurring net profit was 8.12 million yuan, up 133.7% [3] - The company’s net profit for 2024 was reported at a loss of 195 million yuan, with revenue down 49.79% [4] - For the first quarter of 2025, revenue and net profit fell by 48.74% and 90.62%, respectively [4] Strategic Transformation - Meibang Apparel announced a strategic shift towards the outdoor sector, aiming to become a well-known outdoor brand, which includes the implementation of a "5.0 new retail strategy" that integrates various retail methods [3][4] - The company plans to establish 50 urban lifestyle experience centers and 10,000 community service stations as part of its new retail model [3] Market Challenges - The founder of Meibang Apparel expressed concerns about the low barriers to entry in the fast fashion sector, indicating that the outdoor market presents a more substantial opportunity due to growing consumer demand [4] - However, industry experts suggest that entering the outdoor market may not be timely for Meibang Apparel, as competition is fierce and the company lacks significant technological advantages [4][5] Operational Issues - Reports indicate that Meibang Apparel's e-commerce headquarters in Hangzhou has been vacated, and many suppliers have reportedly left the company [5] - As of the end of 2024, the company had 54 direct stores and 553 franchise stores, with a net increase of 29 direct stores but a net decrease of 235 franchise stores [5] - During the 2024 autumn and winter ordering period, over 200 suppliers chose to abandon Meibang Apparel, and the company's procurement volume decreased by 31.84% [5]