CHJ(SZ:002345) Ge Long Hui·2025-11-04 07:15Core Viewpoint - The company has successfully implemented its brand philosophy of "interpreting Eastern culture through fashion" across various product lines, leading to significant market feedback and high growth in retail and revenue [1][2] Group 1: Product Innovation - The company launched a series of high-weight, high-ticket brand products since the second half of last year, including the "Zhenjin Zhenzuan," "Fanhua," and "Palace Culture" series, which received positive market responses [1] - New product lines such as "Hua Si · Fengyu Qiao," "Hua Si · Fulu," "Zhenjin · Fanghua," "Zhenjin · Jilan," and "Zhenjin · Ruiyou" were introduced in the third quarter, showcasing the company's strong product innovation capabilities [1] Group 2: Operational Efficiency - The company has made continuous investments in refined operations and digital empowerment, leading to improved operational capabilities in the gold category, which complements product strength [1] - Despite a reduction in the number of self-operated stores, revenue from self-operated channels achieved double-digit growth in the first three quarters, with a steady increase in quarterly gross margin [1] Group 3: Franchise Expansion Strategy - The company has actively pursued a light-asset expansion strategy focused on franchising, resulting in a net increase of 144 franchise stores in the first three quarters [2] - Although the increase in franchise proportion slightly reduced gross margin, refined management led to a decrease in expense ratios by 2.89 percentage points, enhancing profit elasticity and increasing the sales net profit margin (excluding goodwill impact) to 7.8% [2] - The company's efforts have resulted in record-high profitability and overall return on net assets in its jewelry business, indicating a positive trend in profitability that is expected to continue [2]