7月7日至11日，顾家家居全国购物中心816全民顾家日启动大会暨财富招商大会，在杭州主会场成功举 行，呼和浩特、成都分会场同步联动。本次大会深度聚焦购物中心渠道战略转型，通过趋势洞察、产品 革新、模式验证及生态赋能四大维度，为全国购物中心意向商与老商绘制清晰增长路径。 当前家居行业正经历深刻重构。传统卖场面临同质化竞争加剧等挑战，而购物中心凭借其"高频带低 频"的天然场景优势，成为撬动新增量的黄金入口。会上，顾家家居中国营销事业本部执行总经理林春 旺在主题演讲中指出："短期业绩不代表未来，核心在于能否抓住渠道变革的战略机遇。" 据悉，本次会议以"赢战新模式·打出新态势"为行动纲领，汇集全国200+家经销商代表，通过可复制的 商业模式验证、差异化产品矩阵及全域流量解决方案，为合作伙伴开辟第二增长曲线。 一、趋势定锚：解码消费变革，重塑渠道价值 大会首日，顾家购物中心举办了家居行业高定私享沙龙，其以"店态参观+行业趋势峰会"为核心，特邀 知名趋势营销专家肖明超、小红书家居行业平台专家烟幕，以及顾家家居用户洞察及场景力赋能负责人 尤珍等嘉宾分享家居趋势与用户洞察。活动聚焦行业前沿资源整合，参与者沉浸式体验购物中心最 ...

Investment Rating - The investment rating for the company is "Outperform the Market" [6][4][18] Core Views - The company's performance is under pressure due to multiple factors, including disappointing sales during major promotional events and high marketing costs on platforms like Douyin. The net profit for 2024 is expected to decline by 33.53% year-on-year, while revenue is projected to grow by 3.87% [1][7] - The main brand, Winona, continues to have strong consumer recognition in the sensitive skin care sector, despite short-term performance challenges. The company is actively expanding into the medical beauty and health sectors, which may drive long-term growth [4][18] - The company is currently in a brand matrix development and channel strategy transformation phase, with high expense ratios impacting profitability during this transition [4][18] Financial Performance Summary - For 2024, the company is expected to achieve revenue of 57.36 billion, a year-on-year increase of 3.87%, and a net profit of 5.03 billion, a year-on-year decrease of 33.53% [1][7] - The first quarter of 2025 shows a revenue of 9.49 billion, down 13.51% year-on-year, and a net profit of 0.28 billion, down 83.97% year-on-year [8] - The gross margin for 2024 is projected at 73.74%, a slight decrease of 0.16 percentage points year-on-year, while the first quarter of 2025 shows an improvement in gross margin to 77.47% [12][3] Brand and Channel Performance - In 2024, the main brand Winona generated revenue of 49.1 billion, a decrease of 2.8% year-on-year, while the sub-brand Winona Baby saw a revenue increase of 34.03% to 2 billion [2][8] - Online sales channels achieved revenue of 39.12 billion in 2024, a year-on-year increase of 10.13%, with significant growth on platforms like Douyin and JD [9][2] - The offline channel revenue decreased by 10.72% year-on-year to 12.74 billion, indicating a shift in consumer purchasing behavior towards online platforms [9][2] Expense and Profitability Metrics - The sales expense ratio for 2024 is projected to increase by 2.71 percentage points year-on-year to 49.97%, reflecting higher marketing investments [12][3] - The company plans to distribute a cash dividend of 6 yuan per 10 shares for 2024, representing a payout ratio of 50% of net profit [1][7] - The net profit forecast for 2025-2026 has been revised down to 6.87 billion and 8.22 billion, respectively, due to prolonged new product development cycles and high expense ratios during the transformation period [4][18]