Summary of the Conference Call for Mankalon Company Overview - **Company**: Mankalon - **Industry**: Jewelry Key Points and Arguments 1. **Revenue Growth**: Mankalon achieved a revenue of 1.556 billion yuan in the first half of 2025, representing a year-on-year growth of 26.79% [4] 2. **Net Profit Increase**: The net profit attributable to shareholders reached 76.7 million yuan, up 35% year-on-year, with a second-quarter net profit of 33.68 million yuan, reflecting a 37% increase [4] 3. **Gross Margin Improvement**: The gross margin improved by 0.68 percentage points year-on-year, driven by product structure optimization and channel strategy adjustments [4] 4. **Channel Expansion Strategy**: Mankalon plans to cover all provinces in China within one to two years, focusing on optimizing the product structure in domestic markets while accelerating expansion in external markets, where revenue grew by 62% year-on-year [2][5] 5. **Online Operations Shift**: The company is transitioning its online operations from a traffic-driven model to a brand-driven model, utilizing cross-industry collaborations and IP partnerships to create a differentiated brand positioning [2][6] 6. **Store Opening Plans**: Mankalon expects to accelerate the opening of new stores in the second half of 2025, with a projected net increase of 40 to 50 stores for the year [10][16] 7. **Product Development Focus**: The company has increased the proportion of R&D products, launching successful series such as Fenghua 2.0 and Traditional Chinese Medicine wellness series, with future strategies focusing on high-frequency online launches and appealing to younger aesthetics offline [2][8] 8. **Profitability of New Stores**: New stores opened in external markets have shown profitability, with no closures reported, indicating strong potential for nationwide expansion [3][14] 9. **IP Collaboration Plans**: Mankalon plans to expand its IP collaborations, focusing on both youth-oriented IPs and high-quality partnerships with museums and artists to enhance brand perception [11] 10. **Market Competition Dynamics**: The jewelry industry is experiencing a shift towards meeting the aesthetic and emotional values of younger consumers, with brands that adapt to these changes performing well [12] Additional Important Insights 1. **E-commerce Performance**: Mankalon's e-commerce channels have seen rapid growth, particularly on the Kuaishou platform, while the Taobao platform has experienced a decline due to the removal of promotional subsidies [23][24] 2. **Gross Margin Sources**: The increase in gross margin is attributed to rising gold prices and adjustments in product structure, with infrastructure products now accounting for 20% of sales [15] 3. **Franchise vs. Direct Store Growth**: Franchise growth has lagged behind direct store growth due to structural adjustments, but expectations for improved performance in the second half of 2025 remain positive [26] 4. **Cultural and Emotional Value in Products**: Mankalon aims to enhance the cultural and emotional value of its products to meet the demands of younger consumers, which is crucial for maintaining competitiveness in the market [12][21] 5. **Fenghua Series Performance**: The Fenghua series currently accounts for about 20% of Mankalon's revenue, with its growth rate exceeding the company's average, indicating strong market performance [22] This summary encapsulates the key insights and strategic directions discussed during the conference call, highlighting Mankalon's growth trajectory and market positioning within the jewelry industry.

Investment Rating - The investment rating for the company is "Buy" and is maintained [6]. Core Views - The company achieved a revenue of 20.23 billion yuan in 2024, representing a year-on-year growth of 22.2%, with a net profit attributable to shareholders of 720 million yuan, up 1.7% year-on-year. In Q1 2025, the revenue reached 8.22 billion yuan, marking a 30.2% increase year-on-year, and the net profit attributable to shareholders was 320 million yuan, up 17.3% year-on-year [2][4][10]. Summary by Sections Financial Performance - In 2024, the company's total revenue was 20.23 billion yuan, with a net profit of 720 million yuan. For Q1 2025, the revenue was 8.22 billion yuan, and the net profit was 320 million yuan, with a non-recurring net profit of 280 million yuan, reflecting a 9.9% year-on-year increase [2][4][10]. Business Operations - The company operates a fully direct sales model, achieving stable growth in operating profits. In 2024, the total number of stores reached 100, with a net increase of 13 stores. Offline revenue was 15.1 billion yuan, up 13% year-on-year, while e-commerce revenue was 4.8 billion yuan, up 60% year-on-year [10]. Product Performance - The gross profit for 2024 was 1.808 billion yuan, with a year-on-year increase of 2%. The gross profit margin for Q1 2025 was 8.3%, a decrease of 1.7 percentage points year-on-year, attributed to the structural reasons of hot sales in investment gold [10]. Future Outlook - The company plans to continue its steady expansion across all channels, with expectations for stable growth in overall performance in 2025. The dividend payout ratio for 2024 is maintained at a high level of 78%, indicating a strong commitment to shareholder returns. EPS is projected to reach 1.05, 1.16, and 1.27 yuan for 2025, 2026, and 2027 respectively [10].