始祖鸟母公司亚玛芬近日发布2025年第二季度财报，表现依旧亮眼。报告期内，其营收同比增长23%至 12.36亿美元；净利润为1820万美元，同比扭亏为盈。 在营收高增、利润扭亏为盈的背后，一场悄无声息的引擎更替正在上演。曾独挑大梁的始祖鸟连续降 速，而萨洛蒙以35%的营收增速异军突起，随着亚玛芬增长引擎换挡，其高增长神话能否持续，成为市 场关心的首要问题。 业绩高光，数字全面上扬 盈利表现方面看来，二季度，亚玛芬毛利率增长270个基点至58.5%；调整后毛利率增长250个基点至 58.7%；营业利润增长614%至4400万美元；调整后营业利润增长130%至6700万美元，其中包括第二季 度收到的1900万美元政府补助。 亚玛芬称，二季度公司营业利润率增长430个基点至3.5%，调整后营业利润率增长260个基点至5.5%。 政府补助使调整后营业利润率提高了约150个基点；净利润从同期负400万美元增至1800万美元，实现扭 亏为盈；调整后净利润增长46%至3600万美元。 更吸引市场目光的是大中华区的表现。今年第二季度，亚玛芬体育在大中华区营收4.10亿美元，同比增 长42%；亚太地区营收1.55亿美元，同比增 ...

Investment Rating - The investment rating for the industry is "Outperform the Market" (maintained) [1][24]. Core Viewpoints - The report highlights that Amer Sports' revenue and profit growth in Q2 2025 exceeded previous guidance and Bloomberg consensus expectations, driven by the Salomon brand, DTC channels, and strong performance in Greater China and the Asia-Pacific region. The management has raised the full-year revenue and EPS guidance [2][3][24]. - In Q2 2025, Amer Sports reported a revenue increase of 23% year-on-year to $1.236 billion, with an adjusted net profit growth of 46% to $36 million. The gross margin reached a historical high, and the adjusted operating profit margin surpassed Bloomberg consensus expectations [5][6][24]. - The management's guidance for 2025 indicates a revenue growth of 20-21%, with an expected EPS of $0.77-$0.82, reflecting confidence in the company's performance [20][22][24]. Summary by Sections Financial Performance - For Q2 2025, Amer Sports' revenue grew by 23% to $1.236 billion, significantly above Bloomberg's consensus of 18.2% and the company's prior guidance of 16-18% [5][6]. - The adjusted gross margin increased to 58.7%, exceeding both Bloomberg's expectation of 57.9% and the management's guidance of 57-58% [6][24]. - Adjusted EBITDA for Q2 was $138 million, reflecting a 69.3% year-on-year increase [4][6]. Business Segments - All three major business segments reported double-digit growth: - Technical Apparel revenue increased by 23.5% - Outdoor Performance revenue surged by 35.3% - Ball & Racquet revenue rose by 10.7% [2][8][12]. - The DTC channel saw a 40% increase in revenue, accounting for 52% of total sales, while wholesale grew by 9% [5][12][24]. Regional Performance - Revenue growth by region was as follows: - Greater China: +42% - Asia-Pacific: +45% - North America: +6% - EMEA: +18% [5][12][24]. - The Greater China region significantly outperformed expectations, contributing to the overall revenue growth [12][24]. Management Guidance - The management has raised the full-year revenue growth forecast to 20-21%, with an adjusted gross margin target of approximately 57.5% and an adjusted operating profit margin of 11.8-12.2% [20][22][24]. - The adjusted diluted EPS guidance has been increased to $0.77-$0.82, up from the previous $0.67-$0.72 [20][22][24].

Core Insights - Amer Sports reported a 23% year-over-year revenue growth in Q2 2025, reaching $1.236 billion [1] - The company expects a full-year revenue growth of 20-21%, with a gross margin of approximately 57.5% and an operating profit margin of 11.8-12.2% [2] Revenue Breakdown - Outdoor functional apparel segment grew 23% to $509 million [1] - Mountain outdoor apparel and equipment segment saw a 35% increase to $414 million [1] - Ball and racket equipment segment increased by 11% to $314 million [1] Regional Performance - Greater China revenue grew 42% to $410 million [1] - Asia-Pacific (excluding Greater China) revenue increased by 45% to $155 million [1] - Americas revenue rose by 6% to $395 million [1] - EMEA region revenue grew 18% to $276 million [1] Channel Performance - Direct-to-consumer (DTC) channel revenue increased by 40% to $641 million [1] - As of June 30, the number of outdoor functional apparel stores increased by 12% to 227 [1] - Mountain outdoor apparel and equipment stores grew by 58% to 256 [1] - Ball and racket equipment stores increased by 142% to 63 [1] Store Expansion - Arc'teryx added 7 new stores, with growth in footwear and women's categories [1] - Salomon's DTC channel grew by 63%, with a net addition of 16 stores in Greater China, totaling 234 [1] - Wilson's footwear business revenue doubled, with plans to open 50 new tennis 360 stores in China this year [1]

Investment Rating - The investment rating for the industry is "Outperform the Market" (maintained) [1][5][32] Core Insights - The report highlights that Amer Sports' Q1 performance exceeded both Bloomberg consensus expectations and the company's prior guidance, leading management to raise full-year revenue and EPS guidance. The company experienced double-digit growth across all business lines, channels, and regions, with manageable tariff risks [2][3][32] - In Q1 2025, Amer Sports reported a revenue increase of 23% year-on-year to $1.473 billion, with an adjusted net profit of $148 million, significantly up from $39 million in the same period last year. The gross margin and adjusted operating profit margin reached historical highs [7][9][11] - The management has adjusted the full-year revenue growth forecast to 15-17%, with an expected EPS of $0.67-0.72, reflecting confidence in the company's performance [27][32] Summary by Sections Performance Overview - In Q1 2025, revenue grew by 23% to $1.473 billion, with a fixed exchange rate growth of 26%, surpassing Bloomberg's consensus of 16% and the company's previous guidance of 14-16% [2][7] - The adjusted gross margin increased by 330 basis points to 58.0%, exceeding expectations, driven by favorable channel, geographic, and product mix [9][11] - Adjusted EBITDA reached $299 million, with an adjusted EBITDA margin of 20.3% [6][9] Business Segment Performance - Technical Apparel: Revenue increased by 28% to $664 million, with strong growth in women's and footwear categories [11][14] - Outdoor Performance: Revenue rose by 25% to $502 million, driven by strong DTC channel growth and successful product launches [11][14] - Ball & Racquet Sports: Revenue grew by 12% to $306 million, primarily driven by the Wilson Tennis 360 series [11][14] Regional Performance - Greater China: Revenue increased by 43%, driven by strong performance across all business lines [15] - North America: Revenue grew by 12%, with notable growth in Technical Apparel and Wilson Tennis products [15] - EMEA: Revenue rose by 12%, supported by Technical Apparel and Outdoor Performance [15] Channel Performance - DTC Channel: Revenue increased by 39% to $690 million, accounting for 47% of total revenue [7][15] - Wholesale Channel: Revenue grew by 12%, with a positive turnaround in Salomon's wholesale business [15] Management Guidance - The management has raised the full-year revenue growth forecast to 15-17%, with an adjusted EPS guidance of $0.67-0.72 [27][32] - For Q2 2025, revenue growth is expected to be between 16-18%, with an adjusted gross margin of 57-58% [31][32]

Group 1: E-commerce and Taxation - The EU plans to eliminate the tax exemption for small packages valued under 150 euros, which accounted for approximately 4.6 billion packages last year, with over 90% originating from China [1] - Japan is also considering similar tax changes, potentially ending the exemption for imports valued under 10,000 yen by 2026 [1] - Cross-border e-commerce platforms like Shein and Temu are facing increased pressure as they seek growth outside the US market, which has already imposed taxes on packages valued under 800 USD [1] Group 2: Baidu's Financial Performance - Baidu's Q1 2025 core revenue reached 25.5 billion yuan, a 7% year-on-year increase, with net profit rising 48% to 7.63 billion yuan [2] - The company's cloud business grew by 42% year-on-year, and AI-related revenue saw over 100% growth due to the launch of a low-cost large model [2] - The autonomous vehicle service "Luobo Kuaipao" expanded to 15 cities globally, providing over 1.4 million rides in Q1, a 75% increase [2] Group 3: Great Wall Motors' Wei Brand - Great Wall Motors' Wei brand held an event emphasizing user-centric changes to enhance product strength and user experience [3] - The 2025 Wei brand Blue Mountain SUV was launched, priced between 299,800 and 326,800 yuan, maintaining the previous model's starting price [3] - The company aims to establish a stronger direct service system, expanding to 600 locations across over 200 cities this year [3] Group 4: New Blue Mountain SUV Features - The new Blue Mountain SUV features the latest Hi4 plug-in hybrid technology, with a total power output of 408 horsepower and a 0-100 km/h acceleration time of 4.9 seconds [4] - It offers two battery pack options with WLTC electric ranges of 185 km and 220 km, and a theoretical combined range of up to 1343 km [4] Group 5: Smart Features of the New Blue Mountain - The new Blue Mountain is equipped with the latest Coffee OS 3 and Qualcomm Snapdragon 8295 chip, supporting advanced driver assistance systems [5] - It includes over 30 sensors for full-scene navigation assistance, enhancing the driving experience [5] - Great Wall Motors announced a next-generation intelligent super platform compatible with various vehicle types and powertrains [5] Group 6: Chanel's Market Strategy - Chanel's revenue and operating profit fell by 4.3% and 30% respectively in 2024, marking the third consecutive year of profit decline [6] - The Asia-Pacific region saw the fastest revenue decline, with a 7.1% drop, particularly in mainland China [6] - Despite challenges, Chanel plans to open 15 flagship stores in China this year, focusing on second and third-tier cities [6] Group 7: Meitu's Investment from Alibaba - Meitu announced a $250 million investment from Alibaba in the form of convertible bonds, with a 1% annual interest rate [7] - This partnership will prioritize the promotion of Meitu's AI e-commerce tools within Alibaba's ecosystem [7] - Meitu commits to purchasing at least 560 million yuan in cloud services from Alibaba over the next three years [7] Group 8: Amer Sports' Performance - Amer Sports reported a 23% year-on-year revenue increase and a 196% rise in adjusted net profit in Q1, driven by strong performance across regions and product categories [8] - The company raised its full-year revenue growth guidance by 2 percentage points to 15%-17% [8] Group 9: Berkshire Hathaway's Exit from Kraft Heinz - Berkshire Hathaway's exit from the Kraft Heinz board suggests potential divestment of its 27.5% stake in the company [9] - Kraft Heinz is considering selling its meat brands amid a 4.7% decline in comparable revenue [9] - The company has lowered its full-year performance guidance due to macroeconomic challenges [9] Group 10: Google's AI Service Launch - Google introduced a new AI service, Google AI Ultra, priced at $249.99 per month, which includes 30TB of cloud storage and YouTube premium [10] - This service integrates advanced AI capabilities and is aimed at deep research applications [10] Group 11: Elon Musk's Plans for Tesla - Elon Musk confirmed he will continue as Tesla's CEO for the next five years unless unforeseen circumstances arise [11] - Tesla plans to expand its autonomous taxi service to Los Angeles and San Francisco following its initial launch in Austin [11] - Musk mentioned the potential for Starlink to become an independent publicly traded company [11] Group 12: XPeng's Financial Results - XPeng reported a Q1 gross margin of 15.6%, a year-on-year increase of 2.7 percentage points, despite a slight revenue decline [12] - The company delivered 94,008 vehicles in Q1, a 2500-unit increase from the previous quarter [12] - XPeng expects Q2 revenue between 17.5 billion and 18.7 billion yuan, representing a year-on-year growth of approximately 115.7% to 130.5% [12] Group 13: Li Auto's i8 Specifications - Li Auto's i8 SUV features two battery options with capacities of 90.1 kWh and 97.8 kWh, offering ranges of 670 km and 720 km respectively [13] - The vehicle supports fast charging capabilities, allowing for a 500 km range in just 10 minutes [13] Group 14: BYD Stock Performance - BYD's A and H shares both reached historical highs, with A shares hitting 404 yuan and H shares surpassing 460 HKD [14][15] - BYD's market capitalization reached 1.22 trillion yuan, with a year-to-date increase of approximately 40% [15] - The company is set to receive an estimated $2 billion in passive fund inflows following its inclusion in the Hang Seng Tech Index [15] Group 15: BMW's Stock Buyback Plan - BMW announced a stock buyback plan of up to 2 billion euros, marking its third major buyback in three years [16] - The plan includes repurchases of both common and preferred shares, with a maximum of 350 million euros allocated for preferred shares [16] Group 16: Alibaba's Entertainment Division Rebranding - Alibaba's entertainment division has been renamed to Whale Entertainment Group, with Alibaba Pictures rebranded as Damai Entertainment [17] - The rebranding aligns with Alibaba's strategy to refocus on its core mission of delivering happiness [17] - The division achieved positive adjusted EBITDA in Q1 2025, driven by a 12% revenue increase to 5.6 billion yuan [17]

以下文章来源于小马宋 ，作者小马宋 新消费导读 解读千亿安踏。 作者 ： 小马宋 编辑：竺天 审核： Single 来源： 小马宋 世界上大部分的变化，好像都是悄悄发生的，但是帷幕解开的时候会突然给你一个惊喜。 比如从过去几年，各个宣传渠道对芯片制造难度的分析上看，大家可能会很悲观，也很难相信华为会绕开美国的芯片制裁。 但是变化就那么慢慢地发生了。 就像突然有一天华为告诉你，它解决了芯片的问题。 在deepseek这件事上，大众有同样的感受。因为就在仅仅半年前，我见到过的AI领域的专业人士（包括投资人，从业者）还都觉得中美在这 个领域有特别大的差距。 小马宋 . 小马宋战略营销咨询公司创始人，罗辑思维首席营销顾问。咨询过的品牌有：元气森林，瑞幸，得到，云耕物作，babycare，半天妖，爸爸糖，南城香，云 海肴，古茗，熊猫不走，隅田川咖啡，食族人，甜啦啦，遇见小面，一只酸奶牛，苏阁鲜茶等。 这是新消费智库第 2 6 2 1 期文章 更不用说GPT出来的时候，国内各个大模型产品遭遇的群嘲。 故事的另一个版本，今天发生在体育领域。 2025年3月19日，安踏体育发布了2024年财报，全年收入同比增长13.6%，达 ...