证券研究报告 | 季报点评 gszqdatemark 2025 11 16 年 月 日 王府井（600859.SH） 奥莱强化性价比，免税有望受益政策拉动 购百延续压力，奥莱积极组织性价比运营。1）购百：受消费格局转变、关 闭与调整部分门店等因素共同影响，公司旗下百货与购物中心业态收入同 比下滑。根据公司公告，2025Q1-3 百货实现营收 29.0 亿元/同比-11.36%， 购物中心实现营收 18.6 亿元/同比-16.56%；2）奥莱：加强高性价比经营 内容的组织和运营。2025Q1-3奥莱业务实现收入 17.3 亿元/同比+4.88%； 3）免税：海南免税业务采取了较为稳健的销售策略，2025Q1-3 免税业务 实现收入 1.8 亿元/同比-9.25%。10 月 30 日，财政部等五部门印发通知 明确，11 月 1 日完善免税店政策支持提振消费，后续免税有望受益政策 拉动。 利润有所承压。1）毛利端，2025Q3 毛利率同比-2.06pct 至 36.24%，其 中百货/购物中心分别同比-3.13pct/-7.81pct 至 30.48%/35.59%，主要受 长期摊销等固定成本相对刚性等因素影响，成 ...

Group 1 - The Wangfujing Group held a media conference themed "All Good Things Come at the Right Time" on September 23, 2023, to announce the full opening of the Beijing Friendship Store and Garden after four months of trial operation [1][3] - The Beijing Friendship Store, established in 1964, has historically served as a diplomatic window for New China, receiving 5.39 million foreign guests annually [3] - The renovation of the store aims to blend historical elements with modern design, featuring 100% new and customized stores, including local coffee brand BERRY BEANS and a Chongqing Italian restaurant Carbo [3] Group 2 - In response to the rise of outlet malls and shopping centers, the Wangfujing Group has developed a business model that integrates "department stores + outlets + shopping centers," and has obtained national duty-free qualifications to add "taxable + duty-free" business [3] - The company focuses on transforming properties with good locations and manageable sizes, emphasizing specialized, systematic, and personalized approaches to meet changing consumer demands [3] - The Wangfujing Group aims to accelerate transformation and quality development by reconstructing commercial scenarios with an ecological mindset, enhancing both traditional department stores and new business formats like outlets and shopping centers [3] Group 3 - The company plans to embrace digitalization and foster talent development through cross-industry collaborations, contributing to the construction of an international consumption center city while steadily progressing towards its centennial enterprise goal [3]