Financial Performance - In the first half of 2025, the company's operating revenue was 88,583.78 million yuan, a year-on-year decrease of 0.72% [1] - The net profit attributable to shareholders was 3,578.99 million yuan, down 39.67% year-on-year [1] - The net profit after deducting non-recurring gains and losses was 3,409.28 million yuan, a decline of 41.94% year-on-year [1] Sales Channel Analysis - Direct sales revenue reached 43,437.17 million yuan, with a year-on-year increase of 5.31% [1] - Distribution model sales revenue was 44,521.97 million yuan, showing a year-on-year decrease of 6.40% [1] - Revenue from frozen prepared dishes and other products was 6,521.77 million yuan, up 67.31% year-on-year [1] - Revenue from baked goods was 20,509.34 million yuan, an increase of 11.02% year-on-year [1] - Snack revenue was 19,670.39 million yuan, down 6.57% year-on-year [1] - Staple food revenue was 41,257.64 million yuan, a decrease of 9.10% year-on-year [2] Direct Sales Growth Factors - The increase in direct sales revenue is attributed to expanding product categories for major clients and a rapid rise in online direct sales [3] - New product developments, such as various "oil stick +" products, have enhanced customer experience and contributed to revenue growth [3] Sales Expense Growth - The rise in sales expenses is primarily due to increased performance in e-commerce channels and higher costs associated with live streaming promotions [4] - Additional sales personnel for new retail and online sales channels have led to increased employee compensation [4] New Retail Strategy - The procurement model for new retail clients varies, with national-level partnerships with major retailers like Hema and Walmart, while some clients have regionally tailored contracts [5] Online Sales Channel Focus - The online sales strategy targets two main scenarios: healthy breakfast products and seasonal sales during the New Year [6] - Future product development will focus on family-oriented applications, such as products suitable for air fryers [6] Competitive Response - The company is investing in R&D and production resources for baked goods and frozen prepared dishes to enrich its product line and expand sales channels [8] - There is a continued focus on enhancing B2B operations while gradually expanding into C-end new retail business [8] - Management efforts are directed towards improving operational efficiency across all business segments, including strict cost control in procurement, production, and logistics [8]