Investment Rating - The investment rating for the company is "Accumulate" [2][11]. Core Viewpoints - The company reported a revenue of 6.149 billion yuan for the first half of 2025, representing a year-on-year increase of 3.26%, while the net profit attributable to shareholders decreased by 41.17% to 325 million yuan [2][3]. - The increase in expense ratio has significantly pressured the half-year performance, although the direct sales channel showed strong performance [2][3]. - The company plans to distribute a cash dividend of 1.50 yuan per 10 shares to all shareholders [2]. Financial Performance Summary - The gross profit margin and net profit margin for the first half of 2025 were 46.70% and 5.19%, respectively, with year-on-year changes of +0.59 and -4.06 percentage points [2]. - The sales expense ratio increased by 5.69 percentage points to 36.32%, influenced by enhanced online marketing and the opening of new offline stores, as well as increased stock option expenses [2][3]. - In the second quarter of 2025, the company achieved a revenue of 3.070 billion yuan, a year-on-year increase of 9.04%, and a net profit of 111 million yuan, down 46.29% year-on-year [2]. Channel Performance - The company had a total of 8,236 offline stores in the first half of 2025, an increase of 96 stores compared to the same period last year, with the direct sales channel showing the most significant growth [3]. - Revenue from the direct sales channel reached 948 million yuan, representing a year-on-year growth of 34.78% [3]. - Online sales revenue was 2.692 billion yuan, remaining stable with a slight decrease of 0.11% year-on-year [3]. Brand and Marketing Strategy - The company is continuously enhancing brand marketing and product iteration, with significant marketing activities leading to increased brand exposure [5]. - The "Bala Bala" brand has completed product line updates and focused on key categories, achieving strong social media engagement [5][6]. - The company is expanding its overseas business, with revenue from international markets reaching 52.0825 million yuan, a year-on-year increase of 79.19% [3].