Core Viewpoint - The company, Cheung Kong Property Holdings, has seen a significant increase in property sales revenue in the first half of the year, but profits have declined due to aggressive discounting strategies to stimulate sales in a weak market [1][3]. Sales Performance - Property sales revenue increased by 58.92% year-on-year, reaching HKD 7.366 billion [1] - The company reported a 117.32% increase in sales from mainland projects, totaling HKD 3.827 billion [3] - Notable discounts included a 30% reduction on properties in Beijing and discounts of 50% to 66% on projects in the Greater Bay Area [4] Profitability - Despite the increase in sales revenue, net profit fell by 2.91% to HKD 1.768 billion [1] - Shareholder profit decreased by 26.2% to HKD 6.302 billion, marking the lowest level in the past decade [3][7] - The profit from property sales was significantly lower than rental income, which generated HKD 3.002 billion with a profit of HKD 2.315 billion [6] Market Conditions - The Hong Kong market showed a slight increase in property sales, with a 7.76% rise in revenue to HKD 2.803 billion, but profits plummeted by 92% to HKD 0.074 billion [4] - The overall property market in Hong Kong has seen a nearly 30% decline since the peak in September 2021 [4] Future Outlook - The company plans to continue its discounting strategy to clear inventory and maintain cash flow [7] - The management expressed a cautious outlook on future profit contributions from property development, focusing instead on stable recurring income [8] - The company holds significant land reserves, with 67 million square feet available for development, primarily in mainland China [7]