Core Viewpoint - Nanji E-commerce, once thriving with a "brand authorization + platform distribution" model, is facing significant challenges due to quality control issues and a tarnished brand reputation, leading to a drastic decline in market value [1][2][4]. Group 1: Company History and Transformation - Founded in 1998 by Zhang Yuxiang, Nanji E-commerce initially gained success in the thermal underwear market, achieving sales exceeding 1 billion yuan by 2004 [1]. - The global financial crisis in 2008 prompted a strategic shift from manufacturing to a pure brand management model, focusing on brand authorization, which coincided with the rise of e-commerce in China [1]. - From 2015 to 2020, the company experienced significant revenue and profit growth, with market capitalization nearing 60 billion yuan, elevating Zhang Yuxiang's family to the ranks of the wealthy [1]. Group 2: Current Challenges and Strategic Shifts - The rapid expansion of the brand authorization model led to a decline in quality control, resulting in frequent product quality issues and a damaged brand reputation, with market value plummeting over 85% in three years [1][2]. - In 2023, the company restructured its brand services into strategic cooperation authorization, fashion authorization, and self-operated retail, with self-operated retail seen as crucial for restoring brand value [2]. - Despite significant investment in self-operated product lines and brand upgrades, the company continues to report negative net profits, and consumer perceptions of "low price, low quality" remain unchanged [2][4]. Group 3: Future Outlook and Recommendations - Zhang Yuxiang has publicly acknowledged the need for transformation, aiming to position Nanji E-commerce alongside successful brands like Uniqlo, although industry experts note that the company lacks essential elements such as fabric research and a responsive supply chain [4]. - A more effective transformation strategy may involve focusing on product quality and reducing product categories to drive factory upgrades [4]. - To regain consumer trust and achieve successful transformation, the company must enhance product quality and user experience, requiring substantial investment and a restructuring of capabilities in supply chain management, design, and manufacturing [4].

证券研究报告|公司点评报告 [Table_Date] 2025 年 04 月 28 日 [Table_Title] 业务转型利润承压，业绩拐点有望到来 重塑供应链新增自营销售业态，2024 年收入取得良好增长。2024 年公司实现总营业收入 33.58 亿元，同比增 长 25%，分业务来看，公司移动互联网/现代服务业/货品销售额收入分别为 28.0/3.7/1.9 亿元，分别同比增长 20%/27%/192%。2024年公司新增自营销售业态，实现了从原材料采购、研发设计，加工制作到产品销售的全链 路管控，从而带动商品销售收入快速增长。2024 年公司品牌综合服务/经销商品品牌授权业务收入分别同比 +51.3%/-25.19%，主要由于百家好 GMV 同比保持快速增长以及针对不符合公司商品品质要求的供应链客户及过 度内卷的经销端客户，公司年内与其终止了相应合作。 销售费用率提升+计提商誉减值，2024 年归母净利润-2.37 亿元。根据公司年报，2024 年公司与分众传媒进行 了梯媒合作，并开展了包括像明星代言、机场推广及平台投流等一系列营销活动，从而导致销售费用大幅增 加，2024 年公司销售费用共计 5.8 ...