xilinmen(SH:603008) Zheng Quan Zhi Xing·2025-09-02 08:15Core Viewpoint - The company held a half-year performance briefing on September 2, 2025, to discuss its operational results and financial status with investors, addressing key concerns and strategies for future growth [1][2]. Performance Briefing Details - The performance briefing was announced on August 21, 2025, and took place via an online interactive format [1]. - Key executives, including the president and financial director, participated in the briefing to engage with investors [2]. Investor Questions and Company Responses - Smart Product Pricing and Audience: The company employs a dual-line strategy for smart products, targeting high-net-worth individuals with premium offerings while also catering to a broader market with more affordable options. This approach aims to capture various market segments as technology evolves [2][3]. - Technology Strategy Transition: The company is focusing on AI-enabled smart product development and creating a smart sleep ecosystem. This includes product innovation, diversified channels, and enhanced consumer experiences [2][3]. - Sales Proportion of Smart Mattresses: In the first half of 2025, the company saw a significant increase in smart mattress sales due to ongoing strategic enhancements. The long-term goal is to increase market penetration of smart sleep products [3]. - Profit Growth in Q2: The company attributed its profit growth to improved gross margins from optimized product structures and effective cost-reduction strategies [3]. - Sales Expenses: The company reported sales expenses exceeding 800 million, which were driven by brand strategy investments and increased platform costs. Future efforts will focus on optimizing marketing expenditures [3][4]. - Channel Innovation: The company is implementing a "multi-track drive" strategy to streamline its sales channels, reducing the number of retail outlets to over 5,300 [4]. - Competitive Advantages under Trade-in Policies: Leading companies benefit from trade-in policies due to their brand recognition, established sales channels, and compliance, allowing them to leverage subsidies effectively and promote high-quality, market-demand products [4].