双十一黄金珠宝复盘 20251118 摘要 2025 年 7 月至 11 月中旬，老铺黄金线上线下销售额显著增长，尤其 10 月线上收入同比增长超 600%，11 月前半月线上销售额首次超过线 下，同比增长近 1,000%，显示电商渠道成为重要增长引擎。 公司在 8 月底和 10 月底进行了两次提价，10 月底的提价对销量产生明 显影响，线上日均销量显著下降，但 11 月前半月业绩有所恢复，预计 12 月圣诞和元旦活动将带动线下增长。 预计 2026 年会员增长放缓，新店拓展减少，但公司将优化产品结构， 提高足金镶嵌和金器摆件比例，目标销售额为 380 亿至 390 亿元，并 通过产能储备和第三方合作支持业务发展。 2026 年计划国内外各开设 5 家新店，国内选址策略侧重与老牌地产公 司合作，以获取政策支持，并优化现有门店布局，对标国际品牌，提升 单店效益，预计老门店有 20%-30%的增长。 调价后，玫瑰花窗系列等标识款和爆款产品销售额占比提升，宗教元素 产品销量稳定且毛利率较高，公司将减少瑞兽系列产品供给，并加强年 轻时尚化产品设计以促进线上业务增长。 请介绍一下 2025 年 7 月至 10 月的单月 ...

Core Viewpoint - The company expects a significant increase in revenue and adjusted net profit for the first half of 2025, driven by brand influence, product optimization, and new store openings [1][2][3] Financial Performance - The company forecasts revenue of 120-125 billion yuan for 25H1, representing a year-on-year growth of 241%-255% [1] - Adjusted net profit is expected to be between 23.0-23.6 billion yuan, reflecting a year-on-year increase of 282%-292% [1] - The adjusted net profit margin is projected to be approximately 19.0%, an increase of 1.9 percentage points compared to the previous year [3] Market Expansion - As of July 27, 2025, the company has entered 30 shopping malls across 16 cities, including new entries in Shanghai and Singapore [3][6] - The company plans to open more high-end stores, with expectations of adding over 7 new high-end shopping mall channels by the end of 2025 [3][7] Product Innovation - The company launched new product lines, including the "Seven Sons Gourd" and "Cross" series, emphasizing originality and craftsmanship [4] - The "Seven Sons Gourd" series features high-temperature enamel craftsmanship, priced between 32,000 to 45,000 yuan, showcasing a vibrant color palette [4] Industry Outlook - The domestic high-end gold jewelry market is estimated to be around 100 billion yuan, with a trend of consumers shifting towards gold jewelry from other types [5][6] - The company is strategically expanding into international markets, with recent openings in Singapore and plans for further expansion into regions like the Middle East and Europe [6][7] Profit Forecast - Revenue projections for the company are 252.84 billion yuan in 2025, 341.14 billion yuan in 2026, and 434.09 billion yuan in 2027, with corresponding growth rates of 197.3%, 34.9%, and 27.2% [7]