妙可蓝多：增加抖音、小红书等社交媒体数字化营销

Core Viewpoint - Miaokelan Duo reported a significant increase in net profit attributable to shareholders, up 86.27% year-on-year in the first half of the year, partly due to a decrease in sales expense ratio [1] Group 1: Sales Expense Strategy - The company plans to continue its sales expense strategy in a "precise and efficient" direction without fundamental changes [1] - There will be a shift from traditional broad advertising to digital marketing on platforms like Douyin and Xiaohongshu, as well as scenario-based marketing tied to major events like the Olympics and NBA [1] - In the first half of 2025, over 80% of sales expenses will be allocated to advertising promotions and employee compensation, with plans to further optimize this structure to improve cost-effectiveness [1] Group 2: Brand Investment and Profit Growth - The company aims to balance brand investment with profit growth by leveraging dual brands (Miaokelan Duo and Mengniu Cheese) to reduce redundant investments while maintaining brand recognition [1] - Continuous brand investment is intended to position cheese as a preferred healthy snack and essential table food for consumers [1]