KEEP(HK:03650) HTSC·2025-08-27 05:27Investment Rating - The report maintains a "Buy" rating for the company with a target price of HKD 8.82 [7][8]. Core Insights - The company achieved a turnaround to profitability with a non-IFRS net profit of HKD 0.1 billion in 1H25, driven by improved gross margins from optimized product mix and disciplined cost control measures [1][5]. - The focus is on an AI-driven business transformation, with significant progress in the deployment of a multi-agent MAS system, iterations of the Keep AI Coach, and innovations in AIGC workflows [1][4]. - The report highlights potential user growth and increased payment rates from upcoming AI feature updates in the app, alongside cost-reduction initiatives to enhance profitability [1][5]. Revenue and Profitability - The company's total revenue for 1H25 was HKD 8.2 billion, a year-on-year decrease of 20.8%, while the gross margin improved to 52.2%, up 6.2 percentage points year-on-year [2][5]. - The self-branded sports products segment saw a revenue decline of 20.9% to HKD 4.0 billion, but its gross margin increased by 3.3 percentage points to 34.8% due to a focus on higher-potential categories [2][5]. - Online membership and paid content revenue decreased by 22.9% to HKD 3.4 billion, with a gross margin of 71.3%, reflecting improved operational efficiency [2][5]. User Metrics - The average monthly active users decreased by 24.2% to 22.49 million in 1H25, while the average revenue per user increased by HKD 0.3 to HKD 6.1 [3][4]. - The subscription membership count averaged 2.79 million, with a penetration rate of 12.4%, indicating a strategic shift towards user retention rather than sheer growth during the AI feature enhancement phase [3][4]. AI Transformation Progress - The company has made significant strides in its AI transformation, achieving three key developments: the completion of the multi-agent MAS infrastructure, continuous iterations of the AI Coach, and advancements in AIGC course production [4][5]. - As of July, the AI core daily active users (DAU) surpassed 150,000, with plans to exceed 1 million by 2025 [4][5]. Financial Forecasts and Valuation Adjustments - Revenue forecasts for 2025, 2026, and 2027 have been adjusted downwards by 15.4%, 7.2%, and 1.4% to HKD 18.3 billion, HKD 21.1 billion, and HKD 23.5 billion respectively, primarily due to the streamlining of non-core inefficient businesses [5][13]. - Non-IFRS net profit forecasts for the same years have been revised upwards to HKD 0.6 billion, HKD 1.0 billion, and HKD 1.6 billion, reflecting improved gross margins and ongoing cost-reduction efforts [5][13]. - The target price-to-sales (PS) ratio for 2025 has been increased to 2.3x, with the target price set at HKD 8.82, which remains at a discount compared to the average of comparable companies [5][13].