Core Viewpoint - The performance report of Blokus (HK.0325), known as the "Chinese version of Lego," shows revenue growth and a turnaround from loss to profit, but the growth rate is significantly below expectations [2][3][4]. Financial Performance - In the first half of 2025, Blokus achieved revenue of 1.338 billion RMB, a year-on-year increase of 27.9%, and adjusted profit of 320 million RMB, up 9.6% [4]. - The adjusted net profit margin was 23.9%, down 4% year-on-year, while the company reported a profit of 297 million RMB, recovering from a loss of 255 million RMB in the same period last year [4]. - The sales volume of core products, building block toys, increased by 96.8%, from 56 million units to 111 million units, but revenue growth was only 27.9% [5]. Market Context - The overall retail sales of consumer goods in China reached 24.55 trillion RMB in the first half of the year, growing by 5% year-on-year, indicating a low growth environment for consumer spending [3]. - The competitive landscape in the building block toy market is intensifying, with brands like Pop Mart expanding rapidly, leading to increased consumer choices and market fragmentation [5]. Strategic Insights - Blokus's low-price strategy, while boosting sales volume, has compressed profit margins, leading to a decline in adjusted net profit margin [5][6]. - The company's inventory turnover days increased from 28 days in 2024 to 75 days in the first half of 2025, indicating potential inventory buildup and market demand forecasting issues [7]. International Expansion - Blokus reported significant growth in overseas markets, achieving revenue of 111 million RMB, which accounted for 8.3% of total revenue, marking a year-on-year increase of 898.6% [8]. - The company successfully penetrated markets in Southeast Asia and North America, leveraging local partnerships and distribution channels [8]. Industry Trends - The market for building block toys is experiencing polarization, with high-end consumers seeking unique IPs and designs, while the mass market focuses on cost-effectiveness and entertainment value [9][10]. - The demand for two-dimensional peripheral products is growing, with the user base in China expected to reach 526 million by 2025 [9]. Future Outlook - Blokus plans to enhance its R&D capabilities and expand its IP product offerings, aiming to provide quality toys at affordable prices [10]. - The company will invest further in sales and marketing in both domestic and international markets to support efficient expansion [10].