Investment Rating - The investment rating for the company has been adjusted from "Buy" to "Hold" [6][3] Core Views - The company's revenue for 2024 is projected to be 1.48 billion, a year-on-year decline of 32.0%, with a net profit attributable to the parent company of 50 million, down 23.1% year-on-year [1][3] - The decline in performance is attributed to weak demand and a shift in consumer spending towards gold products, impacting the demand for diamond-set products [1][3] - The company plans to distribute a cash dividend of 5 yuan per 10 shares for 2024, resulting in a dividend payout ratio of 377% [1] Revenue Breakdown - Online self-operated revenue for 2024 is 240 million, an increase of 6.6% year-on-year, while offline direct sales revenue is 1.115 billion, down 37.0% [2] - In Q1 2025, online self-operated revenue reached 80 million, a significant increase of 80.75% year-on-year, while offline direct sales revenue was 290 million, down 16.7% [2] Channel Strategy - The company has closed 155 stores in 2024, with a net closure of 21 stores in Q1 2025, resulting in a total of 352 stores at the end of Q1 2025 [3] - The overall gross margin for 2024 is 65.5%, a decrease of 3.3 percentage points year-on-year, primarily due to the lower margin of gold products [3] Financial Forecast - The forecast for net profit attributable to the parent company for 2025-2027 is 100 million, 120 million, and 150 million respectively, with corresponding P/E ratios of 100, 85, and 69 [3][5] - The company’s total revenue is expected to decline by 32.01% in 2024, followed by a slight decrease of 4.21% in 2025, before recovering in subsequent years [5][11]