LIONHEAD(SH:600539)2025-01-16 10:13Financial Performance Forecast - The company expects a net profit attributable to shareholders for 2024 to be between -26 million and -31 million yuan[2] - The net profit excluding non-recurring gains and losses is projected to be between -33 million and -38 million yuan for 2024[2] - In the same period last year, the net profit attributable to shareholders was -77.59 million yuan[4] - The company reported a total profit of -101.86 million yuan for the previous year[4] Operational Challenges - The increase in operating income is noted, but it is offset by increased promotional efforts and operational costs due to intensified competition in the e-commerce sector[5] - The company is accelerating inventory turnover and clearing out underperforming stock, which has impacted gross profit[5] - A provision for asset impairment is planned based on prudence for assets showing signs of impairment[5] Earnings Forecast Validity - The data in the earnings forecast has not been audited by an accounting firm and is based on preliminary calculations by the company's finance department[6] - Investors are advised to be cautious as the forecast data is subject to change pending the audited annual report[7] - The earnings forecast period is from January 1, 2024, to December 31, 2024[3]