LONGFOR GROUP(HK:00960) Hua Xia Shi Bao·2025-09-01 14:34Core Viewpoint - Longfor Group reported strong half-year performance with revenue of 58.75 billion yuan, a year-on-year increase of 25.4%, outperforming the market [1] Group 1: Revenue and Growth - Longfor's commercial investment segment showed growth potential, with rental income increasing by 4.9% to 5.5 billion yuan and maintaining a high occupancy rate of 97% [1] - The operational business, comprising commercial investment and asset management, achieved revenue of 7.01 billion yuan, a year-on-year increase of 2.5%, becoming a stable source of income, profit, and cash flow for the group [2] - Longfor's commercial projects have established a presence in 24 cities, with a total of 89 operational malls covering 9.43 million square meters and over 7,300 partnered brands [2] Group 2: Consumer Engagement and Marketing Innovation - The company has adapted to changing consumer behaviors, focusing on experiential and emotional consumption, leading to the creation of immersive shopping experiences [3] - During the Spring Festival, Longfor's projects generated a total revenue of 1.88 billion yuan, with daily revenue and foot traffic increasing by 16% and 18% year-on-year, respectively [3] - Longfor's promotional event, "Tianjie Huanshou Festival," achieved a revenue of 1.96 billion yuan over four days, with a daily increase of 49.7% in foot traffic [4] Group 3: Product Development and Differentiation - Longfor's commercial product offerings include various types such as MALL and MALL+ districts, structured into a differentiated commercial ecosystem [6] - The company employs a "one store, one policy" strategy tailored to different city characteristics, focusing on first-store opportunities to enhance brand collaboration [6] - The recent opening of Nanning Qingxiu Tianjie, which incorporates local design elements, achieved an occupancy rate of over 95% and generated nearly 28 million yuan in revenue within the first three days [6] Group 4: Project Renovation and Upgrades - Longfor is committed to upgrading existing projects to enhance competitiveness, as seen in the comprehensive renovation of Chongqing Beicheng Tianjie, which introduced over 100 leading brands [7] - The renovation features modern design elements, including a new glass curtain wall and a high-street garden that enhances the shopping experience with natural light and greenery [7]