不论是电商费用的增加导致的经营利润下滑，还是渠道转型对分销业务销售带来的影响，这些似乎都在验证王良星说的那 句话。 多年前，中国利郎总裁王良星说过这样一句话："转型不是一件短期的事情，而宣传和推广是把双刃剑，如果它和品牌自 身能力配不上，反而会对品牌带来伤害。" 在浩浩荡荡的转型浪潮中，中国利郎依然没有找到让业绩增长的方法。8月12日晚，中国利郎发布2025年上半年财报，上 半年实现收入17.27亿元，同比增加7.9%；净利润为2.43亿元，同比减少13.4%。 翻阅中国利郎的财报可以看到，净利润下滑几乎伴随着中国利郎转型的这几年。2020—2022年中国利郎净利润分别下滑 31.19%、15.99%、4.29%。2023年，中国利郎净利润实现18%的增长。但到了2024年，中国利郎净利润再次出现下滑。 2024年中国利郎收入为36.5亿元，同比增长3%；净利润为4.61亿元，同比减少13.1%。 财报中，中国利郎没有直接给出净利润下滑的原因，不过中国利郎在财报中提及，经营利润下跌17.1%至2.6亿元，主要由 于政府补助减少以及自营店及电商费用增加。此外，中国利郎在财报中提到，上半年公司"利郎LILANZ" ...

Group 1 - The core viewpoint of the articles highlights China Lilang's annual performance, showing a revenue increase of 3% year-on-year, but a decrease in net profit attributable to shareholders by 13.1% [1] - The company plans to distribute a final dividend of 9 Hong Kong cents per share and a special final dividend of 3 Hong Kong cents per share [1] - China Lilang has implemented a new retail strategy, transforming its e-commerce platforms into primary retail channels for new products, resulting in a significant 24% growth in new retail sales [1] Group 2 - Since the introduction of the "multi-brand, internationalization" strategy, China Lilang has successfully acquired the brand ownership of the high-end golf apparel brand "MUNSINGWEAR" in China [2] - The company plans to open its first store in Malaysia in the first half of this year, marking its entry into the Southeast Asian market [2] - China Lilang aims to increase its physical stores by 100 by 2025, focusing on prime shopping centers in provincial capitals and expanding its presence in outlet malls [2] - The company targets to have new product sales account for 80% of total e-commerce sales and aims for over 15% growth in new retail business by 2025, with total sales growth of at least 10% [2]