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].

Investment Rating - The investment rating for the company is "Accumulate" [1] Core Views - The company has experienced a significant increase in revenue due to the introduction of new self-operated sales formats, but it has also faced losses due to goodwill impairment and increased transformation costs [3][4] - The company reported total operating revenue of 3.358 billion yuan in 2024, a year-on-year increase of 24.75%, but a net loss attributable to shareholders of 2.37 billion yuan, a decrease of 312.04% year-on-year [2][9] - The company is expected to achieve operating revenues of 4.038 billion yuan, 4.825 billion yuan, and 5.768 billion yuan for 2025, 2026, and 2027 respectively, with net profits projected at 303 million yuan, 621 million yuan, and 1.034 billion yuan [7][9] Summary by Sections Financial Performance - In 2024, the company achieved total operating revenue of 3.358 billion yuan, with a year-on-year growth of 24.75% [2] - The net profit attributable to shareholders was -2.37 billion yuan, a decrease of 312.04% year-on-year [2][9] - For Q1 2025, the company reported total operating revenue of 729 million yuan, a year-on-year increase of 2.03%, but a net loss of 140 million yuan, a decrease of 128.54% year-on-year [2] Business Transformation - The introduction of new self-operated sales formats has led to a significant increase in revenue, with the company achieving a total operating revenue of 3.358 billion yuan in 2024, driven by mobile internet, modern services, and goods sales [3] - The company has optimized its supply chain and is exploring offline channels, receiving positive feedback from its first brand pop-up store [5] Cost Management - Sales expenses increased significantly due to marketing activities, leading to a sales expense rate of 17.5% in 2024, which is a 430% increase year-on-year [4] - The company is expected to improve profitability as it scales its business and optimizes cost management [6] Future Projections - The company has adjusted its revenue forecasts for 2025-2026 upwards due to high growth in goods sales, while slightly lowering profit forecasts [7] - The projected earnings per share (EPS) for 2025, 2026, and 2027 are 0.12 yuan, 0.25 yuan, and 0.42 yuan respectively [7][9]