Core Insights - The company reported FY25 revenue of 4.39 billion yuan, a year-on-year decline of 32.7%, and an adjusted net profit of 174 million yuan, down 75.5% year-on-year, primarily due to the separation from the "Yuhui Tongxing" livestream and increased marketing expenses [1][2] Group 1: Financial Performance - The company's FY25 GMV was 8.7 billion yuan, a year-on-year decrease of 15.8%, with an estimated contribution of approximately 1.2 billion yuan from the "Yuhui Tongxing" livestream [1] - After excluding the "Yuhui Tongxing" livestream, self-operated product GMV reached 3.8 billion yuan, surpassing the 3.7 billion yuan from third-party products [1] - The decline in GMV has narrowed from -25% in June 2024 to -8% in May 2025, after excluding the "Yuhui Tongxing" livestream data [1] Group 2: Product Development and User Engagement - The company developed 732 self-operated products in FY25, an increase of 244 products or 50% compared to FY24, with gross margin improving from 21.5% in the first half to 24.4% in the second half of FY25 [2] - As of the end of FY25, the company had 264,000 paid fans on its app, a year-on-year increase of 33.1%, with an estimated annual consumption of 7,200 yuan per paid fan [2] - The company has a substantial follower base of 42.22 million on Douyin across various accounts, providing a solid foundation for expanding its paid user base [2] Group 3: Marketing and Competition - The company's marketing expenses for FY25 totaled 900.2 million yuan, with a marketing expense ratio of 20.5%, an increase of 7.3 percentage points from FY24 [2] - In the second half of FY25, marketing expenses were 443 million yuan, a slight decrease of 3.6% from the first half [2] - The competitive landscape in livestream e-commerce remains intense, necessitating significant marketing investments to drive sales [2]
东方甄选(01797.HK)：自营产品持续发力 盈利能力触底反弹