Core Viewpoint - The company reported a decline in revenue and net profit for the first half of 2025, primarily due to decreased market demand and sales performance [1] Financial Performance - For 25H1, revenue was 1.07 billion yuan, down 19.5% year-on-year; net profit attributable to shareholders was 160 million yuan, down 17.8% year-on-year [1] - In 25Q2, revenue was 270 million yuan, down 44.9% year-on-year; net profit attributable to shareholders was 20 million yuan, down 52.8% year-on-year [1] - The gross profit margin for 25H1 was 49.3%, a decrease of 1.2 percentage points year-on-year, mainly due to reduced scale effects from declining revenue [3] - The net profit margin for 25H1 was 15.2%, an increase of 0.1 percentage points year-on-year, attributed to significant reductions in sales expenses [3] Product and Market Strategy - The company is undergoing product structure adjustments, with revenue from high-end, mid-range, and low-end products in 25H1 being 800 million, 200 million, and 70 million yuan respectively, showing declines of 8.0%, 42.3%, and 36.0% year-on-year [2] - The company is focusing on the "stabilize domestic, expand outside" strategy, with key markets identified as Xi'an and Lanzhou, and new product "Yili Jinbiao" achieving sales of 5 million yuan [2] - The direct sales channel saw a revenue increase of 59.8% year-on-year in 25H1, while traditional distribution channels faced pressure, leading to a 34.7% decline in revenue [2] Cost Control and Cash Flow - The sales expense ratio for 25H1 was 7.2%, down 3.7 percentage points year-on-year, due to reduced advertising and promotional expenses [3] - Cash flow from operating activities in 25Q2 was -150 million yuan, slightly improved from -170 million yuan in the same period last year [3] - As of the end of 25Q2, the company's contract liabilities and other current liabilities were 40 million yuan, showing a decrease both year-on-year and quarter-on-quarter [3] Future Outlook - The company is expected to see improvements in the second half of 2025 as it consolidates its core products and optimizes its marketing system [4] - Profit forecasts for 2025-2027 project net profits of 230 million, 250 million, and 280 million yuan respectively, with EPS of 0.49, 0.53, and 0.59 yuan [4] - The company is in a deep reform phase with a clear strategic direction, benefiting from channel structure optimization and national market expansion [4]