Group 1: Financial Performance and Strategies - The Tianfu project has been consolidated into the company's financials, but its overall contribution to performance is not yet significant, with expectations of substantial amortization in the future [1] - The company plans to enhance its Return on Equity (ROE) by closely monitoring macroeconomic conditions and implementing three strategic initiatives: market strategy, deep operation strategy, and innovation in business models [1] - The Tianfu project has a total investment exceeding 1.7 billion CNY, with an annual amortization of over 50 million CNY [2] Group 2: Project Details and Market Positioning - The Tianfu project is a comprehensive development that integrates live streaming, commercial consumption, and ecological experiences, with independent accounting for all commercial components [2] - The project is located in the Tianfu Headquarters Business District and includes various facilities such as corporate headquarters, flagship stores, and a live streaming industry ecological park [2] - The project aims to create a "curated commercial" experience by merging art, design, and lifestyle, with notable brands already onboard, including "Three Wings Bird" smart home experience center and other industry representatives [3] Group 3: Market Trends and Consumer Behavior - The home decoration and furnishing industry has a vast consumer base with a market size exceeding 10 trillion CNY, and the company is adapting to changing consumer demands for experience and value [2] - The company is actively adjusting its merchant structure and service offerings to better meet the needs of customers in the existing housing market [3] Group 4: Corporate Governance and Future Outlook - The company maintains a stable financial position with low debt ratios and strong cash flow, despite a significant reduction in advance payments in Q2 [4] - The company assures that the recent legal issues involving a board member will not impact its dividend policy or overall business operations [4]

Core Viewpoint - The company reported a decline in revenue and net profit for the first half of 2025, but maintained strong profitability and a healthy financial structure despite industry challenges [1][2]. Financial Performance - For the first half of 2025, the company achieved operating revenue of 649 million yuan, a year-on-year decrease of 11.55% [1]. - The net profit attributable to shareholders was 318 million yuan, down 6.35% year-on-year [1]. - As of June 30, total assets amounted to 6.73 billion yuan, with shareholders' equity at 5.62 billion yuan, indicating a healthy asset-liability structure and ample cash flow [1]. - The board proposed a cash dividend of 3.6 yuan per 10 shares (before tax), totaling 269 million yuan, which represents 84.59% of the net profit for the first half [1]. Strategic Initiatives - The company is actively responding to challenges in the building materials and home furnishing industry by implementing three core strategies: "Big Market Strategy," "Deep Operation Strategy," and "Innovation in Business Formats and Models" [1]. - In terms of merchant recruitment, the company adopted a "graded pricing" strategy to optimize brand structure and product mix, achieving comprehensive coverage of merchants and efficient resource integration [1]. - Operational improvements were made through brand optimization and empowering small and medium-sized merchants, fostering a collaborative ecosystem in the marketplace [1]. Marketing and Innovation - The company capitalized on the "national subsidy" policy, enhancing merchants' customer acquisition capabilities [2]. - In the first half of 2025, the company hosted three large-scale offline marketing events attracting over 80,000 participants, alongside three online thematic events with over 30 million content exposures and more than 40,000 order conversions [2]. - The company is advancing the innovation and upgrade of the Fushenmei Tianfu project, creating a new commercial platform that integrates smart living, aesthetic experiences, and design communication [2].