二、线上全域渗透捕捉流量，线下广泛布局深化体验 渠道布局的广度与深度，直接影响品牌的市场覆盖与消费者触达效率。比比赞采取"线上深耕+线下拓展"的双 轨策略，逐步构建起覆盖多元消费场景的渠道网络。 线上方面，比比赞不仅持续运营天猫、京东、拼多多等传统电商平台，更积极布局抖音、快手等内容电商渠 道，通过直播带货、短视频种草等方式与消费者建立直接互动，推动品销合一。其产品频繁出现在各平台畅销 榜与口碑榜，印证了线上运营的有效性。 在休闲零食行业，践行长期主义离不开两项核心能力：一是精准洞察需求、持续迭代产品的创新力，二是高效 触达消费者、广泛布局渠道的渗透力。国民休闲零食品牌比比赞聚焦于"质价比"战略核心，通过敏捷的研发体 系与全渠道融合的零售布局，深扎根系、繁盛枝叶，逐步在行业红海中走出一条依托系统化运营的差异化增长 路径。 一、敏捷研发驱动产品创新，爆品矩阵构筑品牌基石 休闲零食消费具有高频、感性且高度场景化的特征，持续推出契合消费者需求的产品，是维系品牌活力与市场 声量的关键。比比赞将研发能力置于品牌发展的核心，通过专业团队对消费偏好与市场热点的持续追踪，构建 起行业领先的快速产品迭代机制，能够以平均每3至5 ...

Core Viewpoint - Anzheng Fashion Group Co., Ltd. reported a significant increase in revenue and net profit for the first half of 2025, indicating a recovery and growth in its core business operations [2][8]. Company Overview and Financial Indicators - The company achieved a total revenue of approximately 1.15 billion RMB, representing a year-on-year increase of 12.38% compared to 1.02 billion RMB in the same period last year [2][8]. - The total profit for the period was approximately 26.20 million RMB, a significant recovery from a loss of 10.64 million RMB in the previous year [2][8]. - The net profit attributable to shareholders was approximately 22.08 million RMB, compared to a loss of 12.11 million RMB in the same period last year [2][8]. - The company's total assets were approximately 2.65 billion RMB, slightly down by 0.51% from the previous year [2][8]. Business Performance Analysis - The apparel segment's revenue increased by 15.80% to approximately 723 million RMB, with a gross margin of 66.52%, a slight decrease of 1.38 percentage points [8][10]. - The e-commerce service segment, operated by Lishang Information, generated approximately 412 million RMB in revenue, up 7.74% year-on-year, with a gross margin of 17.03%, an increase of 3.46 percentage points [8][10]. - The company has focused on brand upgrades, channel upgrades, and deepening its "quality-price ratio" strategy to enhance digital transformation and high-quality development [10][11]. Brand and Market Strategy - Anzheng Fashion operates multiple brands, including JZ, IMM, MOISSAC, ANZHENG, ANNAKRO, and ALLO&LUGH, targeting different consumer segments [8][10]. - The company emphasizes a multi-brand matrix strategy to cover various market segments, enhancing brand influence and market penetration [10][12]. - The main brand, JZ, has positioned itself as a "daily luxury" brand, appealing to professional women aged 35-45 [10][12]. Operational Improvements - The company has implemented a digital platform to enhance supply chain efficiency, allowing for rapid product distribution and inventory management [10][12]. - Anzheng Fashion has also focused on enhancing its online presence through live-streaming and social media marketing, significantly increasing online sales [10][12]. - The company has established strategic partnerships to expand its e-commerce capabilities, including collaborations with international brands [10][12].