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无人救我长佩 - 数字娱乐行业的变革与机遇
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无人救我长佩 - 数字娱乐行业的变革与机遇

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4月22日,步步高(维权)开盘一字涨停,这是公司复牌后连续第二日涨停。消息面上,步步高4月21日起撤销其他风险警示,而同日晚间发布的2025年第一季度报告显示,第一季度归母净利润增长488.44%。

《每日经济新闻》记者注意到,近一年来,步步高股价走出“V”字形反弹,截至发稿时,股价较去年9月的低谷期已接近翻倍。这一年多来,作为“民营超市第一股”的步步高历经坎坷:先是因经营不善启动重整,2023年财务报告也被出具非标意见,进而被“披星戴帽”,随后又走上向胖东来学习的调改之路。随着重整的完成,调改取得阶段成效,公司也正式“脱星摘帽”。

相比于2024年通过重整收益扭亏,步步高今年一季度主营业务明显改善,扣非后净利润出现增长。4月22日,步步高相关负责人在接受《每日经济新闻》记者采访时表示,一季度公司扣非净利润转正,标志着公司商品零售核心业务已进入价值释放期。

不过,步步高也在年报中表示,公司还面临品牌信誉待修复、企业文化植入和组织变革磨合需要时间等挑战。股价连续两日涨停

自4月21日复牌以来,步步高4月21日和22日连续两日股价涨停。这波股价涨势从4月初便已开始,截至4月22日收盘,步步高报5.53元/股,总市值148.7亿元。

《每日经济新闻》记者注意到,步步高近期共有两则公开消息:一是从4月21日起撤销其他风险警示,证券简称由“st步步高”变更为“步步高”;二是2025年一季报显示,报告期归母净利润增长约5倍,扣除非经常性损益后的归母净利润增长约4倍。

首先,回顾步步高被实施风险警示的历程:2023年10月,因被法院裁定受理重整,步步高被实施退市风险警示,证券简称变为“*ST步高”。2024年4月,公司又因最近三个会计年度扣除非经常性损益前后净利润孰低者均为负值,且2023年财务报告被出具非标意见,被叠加实施其他风险警示。2024年10月,步步高重整计划执行完毕并终结重整程序,公司撤销退市风险警示并继续被实施其他风险,证券简称变为“ST步步高”。

直到今年4月,伴随着步步高2024年年报的披露,上期非标意见涉及事项在本期消除,公司于4月21日撤销其他风险警示。从此,公司终于“脱星摘帽”,证券简称恢复为“步步高”。

对于本次申请撤销其他风险警示的理由,步步高援引会计师事务所今年3月末出具的一份专项说明指出,步步高2024年度已完成破产重整程序,2024年度实现归母净利润12.12亿元,盈利能力得到提升,营业总收入比上年增加10.87%;公司2024年末资产负债率62.86%,较上年末下降23.90个百分点,资产负债结构得到改善。综上,2023年度财务报表出具带与持续经营相关的重大不确定性事项段无保留意见审计报告所涉及事项已全部消除。

其次,在一季度业绩方面,步步高4月21日晚间发布的2025年一季报显示,报告期内实现营业收入11.53亿元,同比增长24.22%;归母净利润1.19亿元,同比增长488.44%;扣非后的归母净利润4246.90万元,同比增长399.70%。

记者注意到,相比于2024年全年依靠超过28亿元的债务重整收益实现扭亏,但扣非后净利润仍为负值,步步高今年一季度不再依赖大额的非经常损益,而是实现经营性盈利。去年闭店74家,能否成为湖南“胖东来”?

步步高是湖南区域零售龙头,是“民营超市第一股”。近几年,受传统零售行业转型等影响,步步高亏损严重,出现流动性危机。2023年,步步高启动重整;2024年还成为商超“网红”胖东来的“学徒”,积极学习其模式并进行调改。

4月22日,步步高相关负责人在接受《每日经济新闻》记者采访时表示:“2024年至今,步步高成功‘摘星脱帽’,这一成果得益于公司大刀阔斧的重整举措与胖东来的深度帮扶。”

“一方面,在重整历程中,步步高引入17家战略投资人,募集25亿元重整资金,大幅降低资产负债率、优化资本结构,也为后续转型注入强劲动能。”该人士表示:“另一方面,自2024年引入胖东来运营体系以来,公司围绕门店调改、供应链重构、自有品牌建设三大主线,推动经营质量全面升级。公司在胖东来的指导下,已经成功构建可持续盈利模型。2025年一季度,公司扣非净利润转正,标志着商品零售核心业务已进入价值释放期。”

在2024年年报中,步步高表示,在胖东来的帮扶下,公司主动积极调整优化承压门店,及时减亏止损,聚焦核心优势门店及提升单店产出。2024年公司关闭门店共74家,并完成调改门店13家。在2025年经营计划中,步步高提出要聚焦品质服务、深化组织能力、深化供应链变革、开启数智化转型建设等目标。

记者注意到,在近期发布的官方文章中,步步高还提出“全力打造湖南‘胖东来’”的口号,但这并非易事。胖东来创始人于东来今年年初在社交媒体账号发文称,胖东来最珍贵的不是胖东来企业本身和经营的商品,而是胖东来人追求和分享的做人做事的方法和科学美好的生活方式和生活方法。

这种软性层面的竞争力,并非一朝一夕能够习得。在年报中,步步高也坦言转型面临的挑战:一方面,公司曾经历艰难时期,品牌信誉受损,消费者信任度下降,市场份额受到影响,重建品牌信誉需要长期投入大量精力;另一方面,企业文化革新已启动,组织架构也已完成变革,但新的文化理念植入和新的团队磨合需要时间,可能使得团队执行力在短期内难以充分释放。

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