以下文章来源于证券之星 ，作者吴凡 证券之星 . 证券之星始创于1996年，是国内领先的金融信息及综合服务平台。关注证券之星，即时获取有价值的财 经资讯。 来源|证券之星 作者|吴凡 国内消费环境整体承压下，上半年报喜鸟(002154.SZ)的品牌矩阵表现呈现分化，其中报喜鸟主品牌 营收同比下滑9.6%，另一核心品牌宝鸟收入更是大幅下滑超20%，最终拉低公司整体营收，较上年 同期下降3.58%至23.9亿元。与此同时，受期间刚性费用上升、直营店数量扩大以及资产减值增加等 因素影响，公司归母净利润同比大幅下降42.66%至1.97亿元，盈利水平低于市场预期。 在传统商务男装品牌普遍面临较大经营压力之下，户外服装赛道的高景气度为公司提供了新增长极 ——旗下户外运动品牌乐飞叶上半年营收同比增长20.48%至1.83亿元，同时公司还完成对老牌国 际户外品牌Woolrich(欧洲除外)知识产权的收购以扩充户外矩阵。但需注意的是，户外赛道热度下 参与者增多，未来行业竞争或进一步加剧。 01 报喜鸟主品牌承压，品牌年轻化成效待考 分季度看，今年一季度报喜鸟营收、归母净利润双下滑，分别较上年同期下降3.66%和31.9%。二 ...

Core Viewpoint - The company reported a decline in revenue and net profit for the first half of 2025, primarily due to a sluggish domestic consumption environment and increased strategic expenses aimed at achieving long-term sustainable development goals [1] Group 1: Financial Performance - Revenue for 25H1 was 2.391 billion yuan, down 3.58% year-on-year [1] - Net profit attributable to shareholders was 197 million yuan, a decrease of 42.66% year-on-year, while the non-recurring net profit was 162 million yuan, down 46.61% year-on-year [1] - Gross margin slightly increased by 0.21 percentage points to 68.39% in 25H1 [3] - Operating cash flow net amount was 95 million yuan, a decrease of 31.92% year-on-year, mainly due to reduced cash collection from declining revenue [3] Group 2: Brand and Channel Performance - The brand performance varied, with Haggis and Le Fei Ye showing growth, while the main brand and group purchase business faced pressure [2] - Revenue changes for brands in 25H1 included: Baoxini -9.60%, Haggis +8.37%, Baoniao -22.53%, Le Fei Ye +20.48%, and Kaimi -11.41% [2] - Online sales increased by 17.65%, while group purchase revenue fell by 20.94% [2] Group 3: Cost Structure and Inventory Management - The expense ratio increased significantly by 5.67 percentage points to 54.41%, with sales expenses rising due to channel optimization and increased online promotion costs [3] - Inventory as of 25H1 was 1.138 billion yuan, down 5.52% from the beginning of the year, indicating good inventory control [3] - Finished goods inventory turnover days were 271 days [3] Group 4: Future Outlook and Investment Rating - The company adjusted its net profit forecasts for 2024 and 25H1 down to 405 million yuan and 474 million yuan respectively, while increasing the 27-year forecast to 542 million yuan [4] - The long-term strategy focuses on high-quality development and brand investment, which is expected to enhance brand competitiveness [4]

Group 1 - The company's revenue in the first half of 2025 decreased by 3.6% year-on-year to 2.39 billion yuan, while the gross margin increased by 0.1 percentage points to 67.1% [1] - Sales expense ratio increased by 3.7 percentage points to 44.2%, primarily due to revenue decline, increased brand promotion costs, and an increase in the number of direct-operated stores [1] - Net profit attributable to shareholders fell by 42.7% year-on-year to 200 million yuan, with a net profit margin decrease of 5.6 percentage points to 8.2% [1] Group 2 - The second quarter continued the downward trend, with revenue declining by 3.5% year-on-year to 1.09 billion yuan and net profit down 71.4% to 30 million yuan [1] - The main brand reported a revenue decline of 9.6%, with a decrease in single-store revenue of 10.4% and a net reduction of 4 stores to 817 [2] - The outdoor brand Le Fei Ye experienced steady growth in sales, increasing by 20.5% [2] Group 3 - Online channels showed strong growth, with an increase of 17.6%, while direct sales and franchise channels saw mixed results [2] - The company adjusted its profit forecast for 2025-2026, expecting net profits of 410 million yuan, 450 million yuan, and 480 million yuan for 2025-2027, reflecting a year-on-year decline of 17.4% for 2025 [4] - The company maintains a positive long-term growth outlook despite short-term revenue and expense pressures [4]