Core Viewpoint - Beijing Shoulv Hotel Group Co., Ltd. reported a slight decline in total assets and operating income for the first half of 2025, while net profit and total profit showed an increase compared to the same period last year [1]. Financial Summary - Total assets at the end of the reporting period were approximately 24.47 billion RMB, a decrease of 1.68% from the previous year [1]. - Operating income for the period was approximately 3.66 billion RMB, down 1.93% year-on-year [1]. - Total profit reached approximately 548.72 million RMB, an increase of 14.04% compared to the previous year [1]. - Net profit attributable to shareholders was approximately 397.14 million RMB, up 11.08% year-on-year [1]. - The net profit after deducting non-recurring gains and losses was approximately 335.60 million RMB, a slight increase of 3.81% from the previous year [1]. Operational Strategy - The company plans to focus on standard management hotel development and steadily advance its opening plan for 2025, emphasizing regional market development and refined market layout [5]. - There will be an acceleration in the cultivation of innovative hotel products and the introduction of new market segments, while maintaining product consistency across brands [5]. - The company aims to enhance service quality through standardized service processes and personalized brand experiences, targeting both existing and new customer segments [6]. Marketing and Digital Strategy - The company will leverage digital tools to optimize store operations and implement a multi-dimensional pricing management mechanism to improve operational efficiency [6]. - There is a focus on enhancing AI applications in revenue management and digital platform construction to improve online traffic coordination [7]. - The company will also strengthen customer relationship management and expand its customer base through various marketing strategies during peak seasons [6].