周大生（002867）：利润超预期，产品结构调整拉动毛利率创新高

Investment Rating - The report assigns a "Buy" rating for the company, indicating an expected stock price increase of over 15% within the next six months [6]. Core Views - Despite a decline in revenue, the company's profitability remains resilient, with a net profit of 5.94 billion yuan in the first half of 2025, only a slight decrease of 1.27% year-on-year [1]. - The gross margin has reached a record high of 30.34% in the first half of 2025, benefiting from product structure optimization and pricing advantages due to rising gold prices [1]. - The company is undergoing a significant transformation in its product offerings, with a notable shift towards trendy silver jewelry and other auxiliary products, which have seen revenue growth [2]. Financial Summary - The company reported a total revenue of 45.97 billion yuan in the first half of 2025, a year-on-year decrease of 43.92% [1]. - The net cash flow from operating activities was 4.03 billion yuan, down 68.83% year-on-year, primarily due to reduced sales collections [1]. - The company expects revenues of 103 billion yuan, 112 billion yuan, and 120 billion yuan for the years 2025, 2026, and 2027, respectively, with corresponding net profits of 12.5 billion yuan, 13.9 billion yuan, and 15.6 billion yuan [4]. Product and Channel Performance - Revenue from gold products decreased by 50.94% to 34.15 billion yuan, while revenue from trendy silver jewelry increased by 11.11% to 3.2 billion yuan, reflecting changing consumer preferences [2]. - The company is actively adjusting its store structure, with a total of 4,718 stores, including 4,311 franchise stores, which saw a net closure of 344 stores [3]. - E-commerce revenue was 11.68 billion yuan, showing a slight decline of 1.9%, but the online subsidiary reported a net profit increase of 24.61% [3].