Ge Long Hui A P P·2025-09-01 06:51Core Viewpoint - Mercury Home Textiles reported a net profit of 141 million yuan for H1 2025, reflecting a year-on-year decrease of 3.4%, with Q2 net profit at 51 million yuan, down 2.7% year-on-year. The company's large product strategy accelerated revenue growth quarter-on-quarter, but increased expenses pressured profits [1]. Financial Performance - In H1 2025, revenue excluding Mercury's e-commerce reached 820 million yuan, a year-on-year decline of 2.5%. The group purchasing segment showed positive growth, while the decline in revenue is attributed to franchisees reducing inventory and purchases [1]. - The company is expected to experience short-term profit fluctuations due to increased expense investments, but this is anticipated to strengthen brand power and market share in the long term [1]. Strategic Adjustments - In response to emerging cross-border brands challenging leading home textile brands, Mercury is proactively adjusting its product and marketing strategies. The focus is on leveraging technology-driven large products to boost sales across all categories, while enhancing the synergy between online and offline channels [1]. - The company is leading the industry in online growth, with its advantages continuing to expand. Under the strategy of channel integration, the product strength, traffic, and channel image in offline markets are continuously improving [1]. Future Outlook - Revenue growth is expected to continue alongside a sustained increase in gross margin. Although short-term expense investments may lead to temporary profit fluctuations, there is an expectation for performance elasticity as expenses are diluted over time [1]. - The company demonstrates steady growth and maintains a high dividend payout ratio, leading to a "buy" rating [1].