装备及配饰

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“始祖鸟平替”一年卖17亿,中产又捧出一个IPO
凤凰网财经· 2025-05-01 03:24
Core Viewpoint - The article discusses the rapid growth and market positioning of the Chinese outdoor brand "Bershka," highlighting its financial performance, challenges in a competitive market, and reliance on marketing strategies to drive sales [2][3][19]. Financial Performance - Bershka's revenue for 2024 is projected to be 1.766 billion RMB, representing a 94.5% year-on-year increase, with a net profit of 283 million RMB, up 86% from the previous year [3][5]. - The company's revenue from 2022 to 2024 shows a consistent upward trend: 379 million RMB in 2022, 910 million RMB in 2023, and 1.766 billion RMB in 2024 [5]. - The gross profit margin has improved from 54.3% in 2022 to 59.6% in 2024, with a net profit margin increasing from 6.4% to 16.0% during the same period [10][11]. Product Segmentation - Clothing, particularly jackets, is the largest revenue source for Bershka, accounting for 91.1% of total revenue in 2024, up from 80.7% in 2022 [6][9]. - The average selling price of a jacket is approximately 710 RMB, with an estimated gross profit of around 420 RMB and a net profit of about 110 RMB per jacket sold [10][12]. Sales Channels - Approximately 80% of Bershka's revenue comes from online sales, although the contribution has decreased from 87.5% in 2022 to 76.5% in 2024 [12][13]. - The company has been investing heavily in advertising, with total advertising and promotion expenses reaching 745 million RMB over three years, and a 104% increase in 2024 compared to 2023 [12]. Market Position and Challenges - Bershka is positioned in a highly competitive market, facing challenges from established brands like Arc'teryx, which dominate the high-end segment [20][21]. - The brand's attempt to enter the high-end market with its "North Star" series has not gained significant consumer interest, and its high-end products are often sold at discounts [20][21]. - The outdoor apparel market is experiencing significant price competition, with many brands focusing on cost-effectiveness rather than technological innovation [21][22]. Operational Insights - The company has a workforce of 893 employees, with over half dedicated to sales and marketing, while the R&D team consists of only 40 members [15][16]. - Inventory levels have been increasing, with a notable rise in finished goods inventory, indicating potential risks related to stock management [16][17]. Conclusion - Bershka has capitalized on the outdoor apparel trend but must navigate significant market challenges and consumer perceptions to sustain its growth trajectory [22].
冲刺港交所,对决始祖鸟、凯乐石,伯希和何时脱困高端化窘境?
3 6 Ke· 2025-04-29 08:59
中国户外经济迎来爆发式增长的当下,马拉松赛事报名屡屡"爆满",小红书"户外徒步"相关话题阅读量 超25亿次,抖音露营话题播放量突破百亿。 在这股热潮中,伯希和以黑马姿态杀出:2022-2024年营收从3.78亿元飙升至17.66亿元,复 合增长率达116.15%,成为"中国内地三大本土高性能户外服饰品牌"之一。 然而,高速扩张的背后,命名争议、研发投入占比偏低等问题亦浮出水面。这场IPO,既是本土户外品 牌冲击高端市场的里程碑,也是行业竞争白热化的缩影。 高增速背后的三重密码:产品、渠道与技术的协同爆发 天眼查信息显示,"PELLIOT伯希和"隶属于伯希和户外运动集团股份有限公司,该公司总部坐落于北 京,创立于2012年。自成立以来,伯希和始终专注于研发与生产高性能户外服饰及装备,不断挑战户外 服饰的性能极限。 依托旗舰品牌"伯希和",公司产品覆盖了各类户外活动、运动健身场景,甚至满足城市通勤需求,产品 类型丰富多样,包括服装、鞋类、装备及配饰等。 凭借出色的市场表现,伯希和成为2024年中国内地同行业顶尖企业中增长速度最快的高性能户外服饰品 牌。 据弗若斯特沙利文数据,公司净销售额从2022年的3.509亿 ...