波司登:旺季收官运营稳健 股权回购彰显信心

申万宏源研究
08 Mar

投资要点:旺季产品、渠道扎实运营,销售端预计稳健增长。24 年冬季公司在产品端推出全新“叠变”系列,主打“一衣三穿”,以不同厚度适应温度变化,满足多场景穿衣需求。12 月与哈尔滨市政府合作在圣索菲亚教堂打造品牌专场大秀,借助冰雪旅游高热度,进一步提升品牌声量与曝光。渠道端24 年加快拓展低线城市等增量市场,对各类店铺实施差异化运营策略。多方发力之下,我们预计旺季销售稳健增长,在24 年冬季气温偏暖...

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