亚朵集团2024年零售业务GMV翻番达26亿线上渠道占比持续超过90%

作者：亿邦动力文章来源：亿邦动力

2025-03-26 17:30

作者：亿邦动力文章来源：亿邦动力

2025-03-26 17:30

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亚朵集团2024年业绩亮点和关键数据。

1.整体财务表现：全年营收72.48亿元，同比增长55.3%；调整后净利润13.06亿元，增长44.6%；调整后EBITDA17.72亿元，增长46.8%。第四季度营收20.84亿元，增长38.5%，净利润3.33亿元，增长49.9%。

2.酒店业务扩张：新开业酒店471家，同比增长63%；在营酒店总数1619家，同比增长33.8%，客房183184间；平均可出租客房收（RevPAR）351元，日均房价437元，入住率达77.4%，均接近2023年水平。

3.零售业务爆发：商品交易总额（GMV）25.92亿元，同比增长127.7%，相比2023年11.39亿元翻倍；线上渠道占比持续超90%，双十一GMV超4.2亿元，同比增长80%；枕头销量超380万只，增长超2倍，被子品类GMV增长超300%。

亚朵零售业务的品牌建设与产品创新启示。

1.品牌渠道建设：线上渠道占比持续超90%，显示电商策略的成功；双十一购物节GMV超4.2亿元，同比增长80%，618购物节增长36%，表明节日营销显著提升销量，品牌可借力购物事件强化渠道。

2.产品研发创新：形成从爆款单品到系统品类的研发体系，如深睡记忆枕PRO系列销量超380万只，增长超2倍；深睡夏凉被和控温被PRO销量超77万条，被子品类GMV增长超300%，反映出消费者对睡眠产品的强劲需求，品牌可聚焦细分品类创新。

3.消费趋势与用户行为：零售业务GMV翻倍至26亿，线上主导显示用户偏好数字化购物；品牌通过住宿加零售双轮驱动模式，捕捉睡眠经济趋势，引导用户行为转向高复购产品。

亚朵增长机会和商业模式的学习点。

1.市场增长与机会：零售业务GMV达25.92亿元，同比增长127.7%，线上占比超90%，显示电商市场潜力大；双十一GMV超4.2亿元增80%，618增36%，提供了节日促销的明确机会，卖家可借鉴事件驱动销售策略。

2.可学习商业模式：住宿加零售双轮驱动模式，从爆款单品扩展到系统品类，如枕头销量激增，被子增长300%；这种模式可复制为横向多元化，卖家可探索类似产品线扩展。

3.风险提示与正面影响：酒店业务入住率77.4%稳定，但RevPAR为2023年93.2%，提示市场竞争风险；零售翻倍提供正面增长信号，电商高占比降低线下风险，卖家需强化线上渠道。

产品生产设计需求和电商商业机会。

1.产品生产启示：深睡记忆枕PRO系列销量超380万只，增长超2倍；深睡夏凉被和控温被PRO销量超77万条，被子品类GMV增长超300%，显示高需求热点，工厂可聚焦睡眠类产品设计与生产。

2.商业机会：零售业务GMV达25.92亿元，线上占比超90%，提供电商接入机会；工厂可合作供应链，如OEM模式，利用线上渠道扩大销售。

3.数字化推进启示：线上GMV主导显示电商整合成功，工厂可学习数据驱动生产，应对618、双十一等事件，优化库存和物流。

零售行业趋势和解决方案导向。

1.行业发展趋势：零售业务GMV翻倍至25.92亿元，同比增长127.7%，线上占比超90%，显示电商主导趋势；住宿加零售双轮驱动模式，表明跨行业融合成新动向。

2.客户痛点与解决方案：消费者睡眠痛点被解决，如深睡枕销量380万只，增长超2倍；服务商可提供技术支持，如数据分析平台，助力精准营销和供应链优化。

3.新技术整合：线上渠道高占比，暗示需AI或大数据工具；服务商可开发解决方案，如电商集成系统，提升节日促销效率。

商业对平台需求和运营管理启示。

1.平台需求与问题：零售业务线上占比超90%，显示品牌高度依赖电商平台；GMV翻倍至26亿，双十一增80%，平台需满足高流量需求，但需规避库存风险。

2.平台最新做法：招商可吸引类似品牌，如亚朵模式；运营管理上，节日促销如618和双十一表现强，平台可优化活动机制。

3.风向规避：RevPAR稳定但略降为2023年93.2%，提示市场波动风险；平台需强化数据分析，确保增长可持续性。

产业新动向和商业模式分析。

1.产业新动向：零售业务GMV达25.92亿元，增长127.7%，线上占比超90%，显示电商加速渗透；住宿加零售双轮驱动模式，成为新商业模式，推动从单品到系统品类研发。

2.新问题与启示：酒店入住率77.4%稳定，但RevPAR略降，提示竞争加剧问题；政策上，可建议支持线上线下融合法规。

3.商业模式研究：双轮驱动模式成功，GMV翻倍；研究者可分析其可扩展性，如被子品类增长300%，提供产业转型案例。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Atour Lifestyle Holdings' 2024 Performance Highlights and Key Data.

1. Overall Financial Performance: Full-year revenue reached RMB 7.248 billion, a 55.3% year-over-year (YoY) increase; adjusted net profit was RMB 1.306 billion, up 46.8%; adjusted EBITDA grew 46.8% to RMB 1.772 billion. Q4 revenue was RMB 2.084 billion (up 38.5% YoY), with net profit of RMB 333 million (up 49.9% YoY).

2. Hotel Business Expansion: 471 new hotels opened, a 63% YoY increase; total operating hotels reached 1,619 (up 33.8% YoY) with 183,184 rooms. RevPAR was RMB 351, Average Daily Rate (ADR) was RMB 437, and occupancy rate reached 77.4%, all nearly matching 2023 levels.

3. Retail Business Surge: Gross Merchandise Value (GMV) hit RMB 2.592 billion, surging 127.7% YoY—more than doubling from RMB 1.139 billion in 2023. Online channels consistently accounted for over 90% of sales. Singles' Day GMV exceeded RMB 420 million (up 80% YoY), over 3.8 million pillows were sold (a more than 200% increase), and the quilt category GMV grew over 300%.

Insights from Atour's Retail Business on Brand Building and Product Innovation.

1. Brand and Channel Development: Online channels consistently contributed over 90% of retail sales, demonstrating the success of its e-commerce strategy. Singles' Day GMV exceeded RMB 420 million (an 80% YoY increase), and 618 Shopping Festival sales grew 36%, indicating that festival marketing significantly boosts volume—brands can leverage such shopping events to strengthen channels.

2. Product R&D and Innovation: Atour has developed a systematic R&D framework transitioning from hit single products to full categories. For instance, sales of the Deep Sleep Memory Pillow PRO series surpassed 3.8 million units (a more than 200% increase), while Deep Sleep Summer Quilts and Temperature-Control PRO Quilts sold over 770,000 units, with the quilt category GMV growing over 300%. This reflects strong consumer demand for sleep products, suggesting brands should focus on innovation within niche categories.

3. Consumer Trends and User Behavior: Retail GMV doubled to RMB 2.6 billion, with online dominance indicating a preference for digital shopping. The brand's dual-drive model—integrating hospitality and retail—effectively captures sleep economy trends and shifts user behavior toward high-repeat-purchase products.

Key Learnings from Atour's Growth Opportunities and Business Model.

1. Market Growth and Opportunities: Retail GMV reached RMB 2.592 billion, a 127.7% YoY increase, with online sales exceeding 90%—highlighting substantial e-commerce potential. Singles' Day GMV grew 80% and 618 sales grew 36%, presenting clear promotional opportunities; sellers can adopt similar event-driven sales strategies.

2. Replicable Business Model: The dual-drive model (hospitality + retail) successfully expanded from hit products to systematic categories, such as surging pillow sales and 300% growth in quilts. This approach can be replicated for horizontal diversification, encouraging sellers to explore similar product line extensions.

3. Risk Considerations and Positive Signals: Hotel occupancy remained stable at 77.4%, but RevPAR was 93.2% of the 2023 level, indicating market competition risks. The retail segment's doubling provides a positive growth signal, and the high e-commerce share reduces offline dependency—sellers should strengthen online channels.

Product Design Demand and E-commerce Business Opportunities.

1. Production Insights: Sales of the Deep Sleep Memory Pillow PRO series exceeded 3.8 million units (a more than 200% increase), while Deep Sleep Summer Quilts and Temperature-Control PRO Quilts sold over 770,000 units, with the quilt category GMV growing over 300%—indicating high demand hotspots. Factories can focus on designing and producing sleep-related products.

2. Business Opportunities: Retail GMV reached RMB 2.592 billion, with over 90% from online channels, offering e-commerce integration opportunities. Factories can explore supply chain partnerships, such as OEM models, to leverage online channels for expanded sales.

3. Digital Transformation Insights: Online GMV dominance demonstrates successful e-commerce integration. Factories can learn from data-driven production approaches, optimize inventory and logistics for major shopping events like 618 and Singles' Day.

Retail Industry Trends and Solution-Oriented Insights.

1. Industry Development Trends: Retail GMV doubled to RMB 2.592 billion, a 127.7% YoY increase, with online share exceeding 90%—confirming e-commerce dominance. The dual-drive model (hospitality + retail) indicates cross-industry integration as an emerging trend.

2. Customer Pain Points and Solutions: Consumer sleep issues are being addressed, evidenced by sales of over 3.8 million Deep Sleep Pillows (a more than 200% increase). Service providers can offer technical support, such as data analytics platforms, to enable precision marketing and supply chain optimization.

3. New Technology Integration: The high online share implies need for AI or big data tools. Service providers can develop solutions like integrated e-commerce systems to enhance promotional efficiency during shopping festivals.

Business Platform Requirements and Operational Management Insights.

1. Platform Needs and Challenges: Over 90% of retail sales coming from online channels shows brands' heavy reliance on e-commerce platforms. GMV doubling to RMB 2.6 billion and an 80% Singles' Day increase indicate high traffic demands, but platforms must manage associated risks like inventory overload.

2. Latest Platform Practices: Marketplaces can attract similar brands by emulating the Atour model. Operationally, strong festival performances (618 and Singles' Day) suggest platforms should optimize event mechanisms.

3. Risk Mitigation: While RevPAR remained stable, it was 93.2% of the 2023 level, signaling market volatility risks. Platforms need enhanced data analytics to ensure sustainable growth.

Industry Dynamics and Business Model Analysis.

1. Emerging Industry Trends: Retail GMV reached RMB 2.592 billion, a 127.7% YoY increase, with over 90% from online channels—reflecting accelerated e-commerce penetration. The dual-drive model (hospitality + retail) represents a new business paradigm, driving R&D from single products to systematic categories.

2. New Challenges and Implications: Hotel occupancy remained stable at 77.4%, but the slight RevPAR decline suggests intensifying competition. Policy-wise, researchers could recommend regulations supporting online-offline integration.

3. Business Model Research: The successful dual-drive model, with GMV doubling, offers a case study in scalability—evidenced by the 300% growth in the quilt category. This provides a valuable example for analyzing industry transformation.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】3月26日消息，亚朵集团（NASDAQ:ATAT）发布了2024年第四季度及全年财报。财报显示，亚朵集团2024年全年营收72.48亿元（人民币，下同），同比增长55.3%；调整后净利润13.06亿元，同比增长44.6%；调整后EBITDA为17.72亿元，同比增长46.8%。

其中，第四季度亚朵集团营收20.84亿元，同比增长38.5%；调整后净利润3.33亿元，同比增长49.9%；调整后EBITDA为4.43亿元，同比增长76.5%。

财报显示，截至2024年12月31日，亚朵集团在营酒店1619家，拥有183184间客房，2024年亚朵集团平均可出租客房收（RevPAR）为351元，为2023年同期水平93.2%；日均房价（ADR）为437元，为2023年同期水平94.2%；入住率（OCC）达77.4%，为2023年同期水平的99.5%。

2024年第四季度，亚朵集团新开业111家，全年新开业471家，同比增长63.0%。截至2024年12月31日，集团在营酒店数量1619家，同比增长33.8%；管道项目数741家，同比增长20.1%。

值得关注的是，亚朵以“枕头”为代表的零售业务。

财报显示，2024年亚朵集团零售业务商品交易总额（GMV）达到25.92亿元，同比增长127.7%，其中，线上渠道占比持续超过90%。2023年，亚朵集团零售业务GMV达到11.39亿元，对比来看，亚朵集团零售业务商品交易总额翻了一倍。

其中，2024年双十一购物节零售GMV超4.2亿元，较2023年双十一购物节增长超 80%，较2024年618购物节增长超36%。

2024年，深睡记忆枕PRO系列产品累计销量已超过380万只，对比2023年财报数据，其深睡枕PRO全年累计销售超120万个，可见其枕头销量增加超2倍。

亚朵集团方面表示，在床品经济赛道，亚朵集团已形成从爆款单品到系统品类的研发体系。被子品类GMV同比增长超300%。深睡夏凉被和深睡控温被PRO系列产品全年累计销量超77万条。亚朵集团管理层在此次业绩电话会上也表示，集团是“住宿和零售双轮驱动的业务模式”。

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