Core Viewpoint - The company "交个朋友" reported a significant decline in revenue growth and net profit in the first half of the year, prompting a strategic shift to divest its traditional broadcasting business to control costs and optimize its operations [1][3][4]. Financial Performance - In the first half of the year, "交个朋友" generated approximately 620 million yuan in revenue, marking a year-on-year growth of about 9.8%, the first time growth fell to single digits [3][5]. - The net profit was 55.4 million yuan, a decrease of 37.4% compared to the previous year, while adjusted net profit was 71.28 million yuan, down from 120 million yuan in the same period last year [3][5]. - The gross profit from new media services, including live e-commerce, dropped from 300 million yuan to 270 million yuan, with a gross margin falling to 43.7% from 53.8% [3][4]. Strategic Decisions - To manage costs, "交个朋友" sold its traditional broadcasting business, completing the transaction on July 31, which was primarily driven by the rapid development of new media formats and the challenges faced by traditional broadcasting [3][4]. - The broadcasting business accounted for only 9.4% of total revenue last year, with revenue of 58.42 million yuan [4]. Expansion and Challenges - The company has expanded aggressively into multiple platforms such as Douyin, Taobao, and JD.com, but this has increased management costs and operational complexity [1][6]. - The sales cost for the first half of the year was 350 million yuan, a year-on-year increase of 33.7%, reflecting the pressures of strategic expansion and talent acquisition [7]. Operational Efficiency - "交个朋友" aims to enhance operational efficiency by optimizing its live streaming content and internal resources, focusing on automation and precise data algorithms for traffic allocation [8]. - Management expenses for the new media services segment decreased by 2.8 million yuan year-on-year, attributed to digital management upgrades and better resource sharing [8]. Industry Trends - The live e-commerce sector is entering a more challenging phase, requiring companies to improve their capabilities in supply chain management, technology application, content creation, and private traffic operations [9][10]. - The integration of AI technology is becoming crucial for enhancing customer experience and operational efficiency in the live e-commerce landscape [10].