Core Viewpoint - The shift from scale growth to value growth signals a significant change in corporate growth logic, with companies focusing on user value and innovative supply in the tourism industry [1][5]. Company Performance - Tongcheng Travel reported a revenue of 9.05 billion yuan for the first half of 2025, a year-on-year increase of 11.5%, with adjusted EBITDA of 2.34 billion yuan, up 35.2%, and adjusted net profit of 1.56 billion yuan [1]. - The company achieved a record high of 1.99 billion cumulative service users in the first half of 2025, reflecting a strong demand for its services [9]. Industry Trends - The tourism industry is experiencing a robust recovery, with domestic tourism expected to grow from 2.53 billion to 5.615 billion trips from 2022 to 2024, representing a compound annual growth rate of 48.98% [2]. - The trend of rural residents traveling is increasing, with rural tourism trips reaching 833 million, a year-on-year growth of 30.6%, surpassing urban growth rates [2][4]. User Demographics - Over 87% of Tongcheng Travel's users are from non-first-tier cities, indicating a significant shift in the user base towards lower-tier cities [4][9]. - The average monthly paying users reached 46.5 million in the first half of 2025, a 9.2% increase year-on-year, while annual paying users were approximately 252 million, up 10.2% [9]. Strategic Focus - The company is focusing on user demand by exploring diverse business scenarios and continuously innovating its product matrix to enhance user value [6][10]. - Tongcheng Travel has developed a comprehensive travel product system, including various transportation options and accommodation services, to meet the diverse needs of users [7]. Market Positioning - The company has adopted a long-term strategy to penetrate lower-tier markets, which has resulted in significant growth in user registration and paid users from these areas [9][11]. - The company's market capitalization has increased by 9% this year, with a PE ratio of 18 times, indicating it may be undervalued as user value continues to be released [11].
从规模增长到价值增长，同程旅行（00780）2025年上半年营收90.5亿元