营收降幅显著收窄，AI 赋能与渠道优化双轮驱动。面对行业挑战，公司主动调整战略，聚焦"全屋星级 定制"推动产品升级，通过门墙柜一体化方案满足消费者家装需求，25Q3 公司营收同比降幅大幅收窄 至-2.34%。同时，公司借助AI 的深度赋能经营，通过优化设计效率减少人工成本损耗、推动生产流程 智能化降低原材料浪费、依托精准需求匹配提升高毛利产品成交占比等多重路径，助力公司毛利率提 升。渠道端，公司深耕国内市场，通过"游学会"深度开展招商工作；截至25H1，公司共有直营门店数 量21 家（较24 年末减少7家），加盟店数量1823 家（其中新开加盟店149 家），持续优化门店结构。 事项： 公司公布2025 年三季报。前三季度，公司实现营业收入/归母净利润/扣非归母净利润25.5/-0.79/-0.91 亿 元，同比-6.7%/亏损收窄/亏损收窄。25Q3，公司实现营业收入/归母净利润/扣非归母净利润 10.0/0.01/-0.03 亿元，同比-2.3%/扭亏为盈/亏损收窄。 评论： 毛利率阶段性承压，降本增效效果显著。25Q3，公司实现毛利率32.5%，同比-1.6pct，环比-0.8pct。费 用端，公司实现 ...

证 券 研 究 报 告 尚品宅配（300616）2025 年三季报点评 强推（维持） Q3 业绩扭亏为盈，期间费用率收窄 目标价：17.9 元 事项： ❖ 公司公布 2025 年三季报。前三季度，公司实现营业收入/归母净利润/扣非归母 净利润 25.5/-0.79/-0.91 亿元，同比-6.7%/亏损收窄/亏损收窄。25Q3，公司实现 营业收入/归母净利润/扣非归母净利润 10.0/0.01/-0.03 亿元，同比-2.3%/扭亏为 盈/亏损收窄。 评论： [ReportFinancialIndex] 主要财务指标 | | 2024A | 2025E | 2026E | 2027E | | --- | --- | --- | --- | --- | | 营业总收入(百万) | 3,789 | 3,583 | 3,689 | 3,849 | | 同比增速(%) | -22.7% | -5.4% | 3.0% | 4.4% | | 归母净利润(百万) | -215 | -43 | 62 | 107 | | 同比增速(%) | -432.1% | 79.9% | 243.8% | 72.5% | | 每股盈利(元 ...

Core Insights - The home furnishing industry is undergoing a collaborative transformation, moving away from traditional models where different categories operate independently, towards a vision of "whole home" solutions [1][2] - The launch of the "2026 China Color Trend" by Shangpin Home, in collaboration with Nippon Paint, Dongpeng, and Luolai Soft Furnishings, aims to redefine the collaborative development path of the home furnishing industry through the aesthetic connection of "Yuanli Red" [1][2] Industry Trends - The new generation of consumers, particularly Generation Z, prioritize "high aesthetics, emotional value, and aesthetic unity" over basic functional needs [2] - A survey indicates that 78.75% of consumers are willing to pay a premium for cohesive design solutions, reflecting a strong desire for one-stop solutions to home aesthetic challenges [2] Collaborative Ecosystem - The color "Yuanli Red" serves as a universal aesthetic language that connects various categories within the home furnishing ecosystem, facilitating collaboration among brands [4][7] - Shangpin Home's "whole home star-level customization" model addresses the issue of color coordination by integrating design across categories, transforming color trends into tangible home experiences [6][9] Value Creation - The collaborative ecosystem not only provides consumers with convenient solutions but also reshapes the value chain of the home furnishing industry [12][13] - The integration of design, product, and implementation creates a complete aesthetic loop, allowing consumers to achieve a unified style without the hassle of coordinating different elements [9][12] Future Outlook - The future competition in the home furnishing industry will focus on the "co-opetition" between ecological systems, with Shangpin Home's model serving as a key support for trend realization [18] - The ongoing collaboration among Shangpin Home, Nippon Paint, Dongpeng, and Luolai Soft Furnishings is expected to enrich the ecosystem, promoting a shift from single product competition to ecological win-win scenarios [18]

Core Insights - The collaboration between Shangpin Home and Zhongqing Robotics aims to create a new ecosystem for smart home solutions by integrating AI and robotics into home scenarios [1][3][20] Company Overview - Shangpin Home has over 31 years of experience in the custom home industry, focusing on digitalization and pioneering the "whole-house customization" concept [2][7] - Zhongqing Robotics specializes in general-purpose intelligent robots and has a strong foundation in key technologies such as autonomous movement and human-robot interaction [9][11] Strategic Collaboration - The partnership leverages the strengths of both companies, with Shangpin Home providing extensive data and scenario insights, while Zhongqing Robotics contributes advanced robotic technology [12][17] - The collaboration will focus on two main areas: enhancing home scenarios by integrating robots as new family members and improving commercial scenarios through smart service upgrades [12][14] Technological Integration - The integration of AI technology will enable Shangpin Home to offer "whole-house star-level customization" products, enhancing user experience with rapid design and intelligent error correction [5][18] - Robots will be trained using Shangpin Home's data to understand user habits and provide services such as cleaning, organizing, and safety monitoring [12][18] Future Outlook - The collaboration is positioned as a long-term ecological strategy, starting with pilot stores to gather user feedback and refine technology for broader implementation [18][19] - The partnership aims to redefine the smart home ecosystem, creating a seamless integration of design, product, and service, ultimately transforming the industry towards a model that combines manufacturing and service [18][19][20]

Core Insights - The company reported a significant narrowing of revenue decline in Q3 2025, achieving a net profit of approximately 1.19 million yuan, despite industry pressures from subsidy suspensions [2][3] - The company launched a new "Whole House Star Customization" strategy aimed at enhancing quality and value pricing, leveraging AI technology for design [3][4] Financial Performance - In Q3 2025, the company experienced a notable reduction in revenue decline, with a net profit of about 1.19 million yuan [2] - Cumulatively, the gross profit margin increased by approximately 1.64% year-on-year, while total expenses decreased by about 11.05% [2] Strategic Upgrade - The "Whole House Star Customization" strategy was introduced, inspired by luxury hotel designs, focusing on integrated design across various home elements [3] - The strategy aims to meet the rising demand for home quality upgrades by providing comprehensive design and product offerings [3] Customer Experience Enhancement - The new strategy includes five key advantages to redefine home experience: - Star-level aesthetics with integrated design [4] - Star-level design using AI for quick and high-quality solutions [4] - Star-level quality with strict environmental standards [4] - Star-level functionality addressing common living challenges [4] - Star-level service covering the entire process from measurement to installation [4] Technological Support - The "AI Design Factory" has become a standard in stores, significantly improving design proposal efficiency and enabling rapid delivery of integrated solutions within 12 hours [5] International Expansion - The company is pursuing a light-asset model for overseas expansion, focusing on technology-driven partnerships and accelerating the Sunpina brand's presence in regions like the Middle East, Southeast Asia, and Africa [6]

Group 1: Financial Performance - In Q3 2025, the company achieved a significant narrowing of revenue decline, with a net profit of approximately 1.19 million yuan despite challenges from the suspension of national subsidies [2][3] - Cumulative data shows a year-on-year increase of approximately 1.64% in gross profit margin for the first three quarters, while total expenses decreased by about 11.05% [2][3] Group 2: Strategic Focus - The company has shifted back to its core custom furniture business, launching the "Whole House Star Customization" strategy, inspired by luxury hotel designs, to meet the demand for home quality upgrades [3][4] - This strategy emphasizes integrated design across doors, walls, cabinets, and appliances, aiming to enhance comfort, practicality, and overall experience [3][4] Group 3: Customer Experience Enhancement - The "Whole House Star Customization" strategy features five key advantages: aesthetic design, AI-driven quality solutions, high environmental standards, functional innovations, and comprehensive service from measurement to installation [4][5] - The AI Design Factory has become a standard in stores, significantly improving proposal quality and efficiency, with over 50,000 solutions delivered annually [5] Group 4: International Expansion Plans - The company is pursuing overseas expansion through a model of industrial output, leveraging its IT and information system strengths to export its custom furniture model [5] - The new overseas strategy, centered around the Sunpina brand, targets regions such as the Middle East, Southeast Asia, and Africa for franchise development [5]

Core Viewpoint - The company, Shangpin Home, is responding to the new residential demands with its "Star-Level Customization" service, aiming to create ideal home living experiences for more families in the context of the national "anti-involution" policy and accelerated home consumption upgrades [1] Group 1: Event Highlights - On September 27, Shangpin Home held the "Star-Level Customization Launch Event" in Beijing, achieving a remarkable performance with sales of 7.21 million yuan and 217 orders [2] - The event featured a collaboration with leading kitchen appliance brand Robam, offering consumers star-level customization services, and included a surprise appearance by street dance champion Han Yu, enhancing the event's popularity [4][6] Group 2: Consumer Benefits - The event provided multiple tangible benefits for consumers, including high-quality furniture and brand-specific prices for premium appliances, with a maximum national subsidy of 15% and promotional offers like "buy 30,000 yuan, get 20,000 yuan free" [6] - Additional incentives included gifts upon entry, cash prizes from a "smash the egg" game, and a no-threshold lottery for a chance to win an iPhone 17 [6] Group 3: Product Offering - The "Star-Level Customization" service is designed to meet the growing consumer demand for personalized and high-quality home products, integrating space layout, material selection, style design, and functional adaptation [9] - Inspired by luxury hotel designs, the service offers integrated design across doors, walls, cabinets, and appliances, allowing for comprehensive space planning and category matching [10] Group 4: Service Features - The service features five core advantages: star-level aesthetics, design, quality, functionality, and service, which collectively redefine the home customization experience [12] - The use of AI design enables the generation of four high-quality housing plans tailored to customer lifestyles within 48 hours, ensuring precision in design and production [12] Group 5: Future Outlook - Shangpin Home aims to continue exploring and promoting home consumption upgrades while lowering customization costs through supply chain integration and service optimization, setting a benchmark for healthy development in the home furnishing industry [14]

Core Insights - The company reported a revenue of 1.552 billion yuan for the first half of 2025, representing a year-on-year decline of 9.24% [1][3] - The net profit attributable to shareholders was a loss of 80.67 million yuan, an improvement from a loss of 105.90 million yuan in the same period last year, indicating a 23.83% reduction in losses [1][3] - The company is focusing on AI technology application, integrated design, channel optimization, and business innovation to drive growth [1] Revenue Breakdown - Custom furniture products generated revenue of 1.131 billion yuan, down 7.80% year-on-year [1] - Supporting home products achieved revenue of 191 million yuan, a decline of 16.04% compared to the previous year [1] Strategic Initiatives - The company is enhancing its AI capabilities with the "AI + Sunpina" platform to support the entire home furnishing industry [1] - The introduction of "whole-house star-level customization" aims to meet the demand for upgraded home quality through integrated design [1] Channel Optimization - The company is innovating its recruitment and optimizing store structure, implementing a "1+N" model in self-operated cities [2] - As of the report date, the number of self-operated stores decreased to 21, while the number of franchise stores reached 1,823, including 149 new franchise openings [2] Overseas Expansion - The company is accelerating its overseas business with the Sunpina brand, focusing on a "customization + supporting + technology" strategy [2] - AI design factories are being utilized to help overseas franchisees quickly respond to customer needs, enhancing design efficiency and sales conversion rates [2]

Core Viewpoint - The company, Shangpin Home, has initiated a "de-involution" campaign in response to the homogenization of the home furnishing industry, achieving significant growth in revenue and profit through innovative strategies and technology integration [1][2]. Financial Performance - Shangpin Home reported a revenue of 1.55 billion yuan and a net profit increase of 23.83% year-on-year for the first half of the year [2][3]. - The gross margin for the furniture segment improved by 4.36 percentage points, with customized home products increasing by 3.4 percentage points and supporting home products by 9 percentage points [2][3]. Strategic Initiatives - The company is advancing its "AI + Shangpin Home" intelligent platform and enhancing its "integrated door, wall, and cabinet" strategy, along with a "whole-house star-level customization" service system [1][3]. - Shangpin Home's "whole-house star-level customization" strategy draws inspiration from luxury hotel designs, aiming to provide high standards of personalized home customization [4][7]. Technological Empowerment - The company has developed various AI applications, including AI sales videos and intelligent customer service, to optimize design and production processes [3][7]. - The AI-driven design system can generate four high-quality plans for a given layout within 48 hours, enhancing efficiency and reducing costs [7][8]. Market Positioning - Shangpin Home's strategic choice focuses on enhancing the intrinsic value of products and services to capture market share, moving away from price-based competition [5][6]. - The company is actively expanding its overseas business under the Sunpina brand, providing localized design and comprehensive support for overseas franchisees [3][8]. Industry Context - The home furnishing industry is currently facing challenges such as homogenization and price wars, prompting calls for a shift towards value creation and innovation [6][8]. - The "de-involution" initiative is seen as a means to improve market dynamics and foster long-term relationships in the supply chain, especially in the context of rising global supply chain fragmentation [8].

Core Viewpoint - The company reported a revenue of 1.55 billion yuan in the first half of 2025, emphasizing its strategic focus on AI technology, integrated design, channel optimization, and innovative business models to drive growth despite industry challenges [1][2]. Group 1: Financial Performance - The company achieved an operating income of 1.55 billion yuan in the first half of 2025 [1]. Group 2: Technological Advancements - The company developed the "AI + Sunpina" intelligent platform, integrating various core technology modules to support the home furnishing industry [1]. - The company introduced "whole-house star-level customization," inspired by luxury hotel designs, to meet the demand for upgraded home quality [1]. Group 3: Channel Strategy - The company innovated its channel layout by optimizing store structures and enhancing recruitment efforts through initiatives like "study tours" [2]. - The company is accelerating its overseas business expansion centered around the Sunpina brand, utilizing AI design factories to improve responsiveness and efficiency [2]. Group 4: Product and Service Innovation - The company is deepening its "instant housing" platform, focusing on integrated design delivery, and reducing delivery cycles to 45 days through modular renovation techniques [2].