渠道布局上，海澜之家集团报告期内共计门店7209家，其中海澜之家直营门店净增64家，占比提升至 26.77%，毛利率63.89%；线上业务布局传统电商平台（天猫、京东、唯品会）与社交电商（抖音、快 手），同时布局TikTok平台拓展东南亚直播带货业务；探索"线上购物，门店送货"模式，以全国门店为 前置仓，通过智慧门店模式推动万名店员参与数字化营销，利用微信社群、小程序实现线上线下联动。 报告期内，线上渠道实现主营业务收入23.08亿元，同比增4.36%。 海澜之家表示，将以"百亿电商、业态革新、研发高地"三大战略为指引，围绕多人群、多场景服饰体验 与生活方式，夯实材料、工艺、制造创新基础，协同产业链上下游发展，推动高质量可持续增长。 （海澜之家财报） 据海澜之家2025年半年度财报显示，公司上半年营收115.66亿元，同比增长1.73%，净利润15.80亿元； 盈利能力、现金流表现稳健，派发现金红利积极，每股收益稳步提升。 报告期内，主品牌实现销售83.95亿元，海澜团购定制业务营收13.43亿元（同比增23.70%），其他品牌 营收15.00亿元（同比增65.57%）。 产品端，海澜之家投入亿元级资源打造" ...

Core Viewpoint - The company, Hailan Home, is committed to developing its brand apparel business, expanding into various segments including men's, women's, children's, sportswear, and home goods, while enhancing its overall strength through multi-channel strategies and partnerships with major brands like Adidas and JD.com [1][6][12]. Financial Performance - In 2024, the company reported a revenue of 20.96 billion yuan, a decrease of 2.65% from 2023, and a net profit of 2.16 billion yuan, down 26.88% year-on-year [3][5]. - The cash flow from operating activities was 2.32 billion yuan, reflecting a significant decline of 55.70% compared to the previous year [5][8]. - The company plans to distribute a cash dividend of 1.80 yuan per 10 shares, indicating a commitment to shareholder interests [4]. Market Position and Strategy - Hailan Home maintains a market share of 5.0% in the men's apparel sector, holding the leading position in China for 11 consecutive years [6]. - The company is focusing on younger and functional product lines to meet the evolving consumer demands, particularly targeting the "Z generation" [6][7]. Product Development and Innovation - In 2024, the company expanded its product offerings, including new styles in shirts and sportswear, and invested 288 million yuan in R&D, an increase of 43.82% year-on-year [7][8]. - The company is leveraging digital technologies in its operations, including the establishment of an intelligent factory that enhances production efficiency and product quality [15]. Sales Channels and Growth - Online sales accounted for 21.92% of total revenue in 2024, with a year-on-year growth of 35.63%, while offline sales represented 78.08% [14][15]. - The company has a total of 7,178 stores across China, with a significant number of direct-operated stores, enhancing its market presence [10]. Partnerships and Collaborations - Hailan Home has partnered with Adidas to manage sports brand operations, targeting lower-tier cities with cost-effective product lines [10][12]. - The collaboration with JD.com aims to enhance the company's online and offline presence, providing consumers with a seamless shopping experience [12][14].