C l CP 李玉鹏 红星欧丽全球家居至尊Mall（红星美凯龙上海吴中路店） ◎记者 李雨琪 近年来，国内家居建材行业正经历从规模扩张向价值跃升的战略转型。红星美凯龙以"家"为核心，从家 居延伸到家电、家装，三者互为外延、互为入口、互为增量，共同构成了新的家居生态消费场景。 "我们希望可以凝聚线下'人间烟火气'，为消费者提供一站式的家居消费场景，完成'人、货、场'的流量 聚合。"近日，美凯龙董事长李玉鹏在接受上海证券报记者专访时表示，抓牢"高端、年轻、生态"这三 点，从"卖产品"到"造场景"、从"单一家居"到"全链路服务"的蜕变，是提升公司竞争力的关键。 坚守主赛道 夯实核心竞争力 2000年，随着上海真北商场开业，"红星美凯龙"品牌正式走进消费者视野。25年来，红星美凯龙积累了 较高的品牌认知度和消费者认可度。 2023年，厦门国资旗下建发股份通过市场化方式入主，成为美凯龙控股股东。2025年3月，公司董事会 选举李玉鹏担任董事长。在李玉鹏的带领下，美凯龙的经营方向从"渠道为王"向"生态赋能"转变。 "2022年，我有幸深度参与到建发股份对美凯龙的控制权转让交易中。"李玉鹏回溯自己职业生涯时称， 他自201 ...

Core Viewpoint - The real estate market in China is experiencing significant declines in both new housing sales and overall market performance, leading to challenges for companies like Meikailong, which is facing substantial financial losses and operational difficulties [1][2]. Group 1: Market Performance - In 2024, the total sales area of new commercial housing reached 97.385 million square meters, a year-on-year decrease of 12.9%, with sales revenue dropping to 967.5 billion yuan, down 17.1% [1]. - The sales area and revenue for residential properties fell by 14.1% and 17.6% respectively compared to 2023 [1]. - The nationwide sales revenue of large-scale building materials and home furnishing markets was 1.49 trillion yuan, a decrease of 3.9%, marking the third consecutive year of negative growth [1]. Group 2: Company Financials - Meikailong reported total revenue of 7.821 billion yuan in 2024, a significant decline of 32.1%, with net losses reaching 2.983 billion yuan, an increase of 34.6% from 2023 [1][2]. - Cumulatively, Meikailong's net losses from 2023 to 2024 amounted to 5.560 billion yuan, exceeding the total net profit from 2020 to 2022 by 639 million yuan [2]. - The company's cash flow from operating activities plummeted by 90.8% to 216 million yuan [1]. Group 3: Business Model and Operations - Meikailong's revenue heavily relies on direct sales and joint ventures, with 70% of income coming from these channels, which have seen a significant reduction in performance over the past two years [3][4]. - The number of self-owned stores increased slightly from 53 to 62 between 2019 and 2024, but overall expansion has stagnated, with rental stores experiencing a sharp decline [4][5]. - The average operating income per square meter for self-owned and rental stores has decreased significantly since 2019, with declines of 37.3% and 27.1% respectively [5]. Group 4: Cost Management and Financial Pressure - Meikailong managed to reduce operating costs by 34.5% in 2024, but financial expenses remain high, with interest payments reaching 2.532 billion yuan, accounting for 32.4% of total revenue [10][13]. - The company's financial expense ratio has exceeded 30%, indicating ongoing financial strain compared to competitors [13]. - Despite cost-cutting measures, the net profit margin for 2024 was -40.8%, worsening from -20.6% in 2023 [15]. Group 5: Real Estate and Asset Management - Meikailong's investment properties have seen a fair value loss exceeding 2.8 billion yuan, contributing to liquidity issues [16][17]. - The company's reliance on self-owned properties has led to a high asset-liability ratio of approximately 57.4% in 2024, with short-term debts totaling 8.525 billion yuan against cash reserves of only 3.795 billion yuan [17].