Core Viewpoint - 联美控股's H1 2025 financial results show a slight decline in revenue but an increase in net profit, indicating resilience despite challenges in its subsidiary, 兆讯传媒 [1][2] Financial Performance - H1 2025 revenue reached 1.898 billion yuan, down 2.65% year-on-year, while net profit attributable to shareholders was 525 million yuan, up 9.87% year-on-year [1] - Q2 2025 revenue was 200 million yuan, down 14.34% year-on-year and 88.24% quarter-on-quarter, with a net loss of 93.49 million yuan, reflecting a 7.81% decline year-on-year and a 115.13% decline quarter-on-quarter [1] - The company's gross margin improved by 3.8 percentage points year-on-year to 39.2%, driven by lower coal prices reducing operating costs [1] Subsidiary Performance - 兆讯传媒's H1 2025 revenue decreased by 8.81% year-on-year to 293 million yuan, with a net profit of 21.39 million yuan, down 47.7% year-on-year [2] - The decline in 兆讯传媒's net profit was attributed to tightened advertising budgets and upfront costs for new outdoor screen placements [2] - The company continues to strengthen its high-speed rail media network, with 531 signed railway passenger stations and 5030 digital media screens in operation [2] Business Segments - The heating business saw revenue and gross margin increase by 2.1% and 7.6 percentage points year-on-year, respectively, reaching 1.42 billion yuan and 39.0% [1] - Key subsidiaries showed varied performance, with浑南热力, 新北热电, and 国惠新能源 reporting stable revenues and differing net profit growth rates [1] Profit Forecast and Valuation - The company maintains its profit forecast, expecting net profits of 836 million yuan, 930 million yuan, and 1.046 billion yuan for 2025-2027, with corresponding EPS of 0.37, 0.41, and 0.46 yuan [3] - A target PE of 20.7x for 2025 is set, with a target price of 7.66 yuan, reflecting a positive outlook on gross margin trends and growth potential in outdoor advertising [3]

Core Viewpoint - The article emphasizes a standardized four-step process for effective media promotion, aimed at helping new businesses avoid common pitfalls in media outreach [1] Group 1: Writing Quality Content - A high-quality article is the foundation for successful media outreach, requiring clear communication with the business to define the goals of the release, such as brand exposure or product promotion [1] - The company advocates for a "news perspective" in content creation, avoiding hard advertising and instead focusing on industry trends and product advantages, supported by data to enhance credibility [1] Group 2: Selecting the Right Media - Choosing the right media outlet is crucial, with a focus on matching the media's audience with the business's target demographic rather than solely relying on the media's popularity [3] - For national exposure, platforms like Sina and NetEase are recommended, while industry-specific media like 36Kr and Huxiu are suggested for reaching niche audiences [3] Group 3: Efficient Submission Process - New businesses often face long wait times and unclear reasons for submission rejections; however, the company has established direct relationships with various media outlets to streamline the submission process [4] - The company conducts pre-review of submissions to ensure compliance with media standards, significantly increasing the approval rate of articles [5] Group 4: Monitoring and Optimization - Post-release, monitoring the effectiveness of the media outreach is essential, including tracking search engine indexing, readership, and engagement metrics [7] - The company provides detailed performance reports and optimization suggestions based on data analysis, allowing businesses to refine their media strategies for improved outcomes [7]