Core Viewpoint - The company reported a decline in total revenue for the first half of 2025, primarily due to uneven scheduling of film projects, while achieving significant growth in net profit and improvements in certain business segments [1][2]. Revenue Summary - Total revenue for the first half of 2025 was 3.19 billion yuan, a decrease of 23.9% year-on-year, attributed to the scheduling issues of new film projects [1]. - Gross profit reached 1.61 billion yuan, down 22.6% year-on-year, but the gross margin improved by 0.8 percentage points to 50.5% [1]. - Net profit attributable to shareholders was 850 million yuan, an increase of 68.5% year-on-year, while Non-IFRS net profit was 508 million yuan, a decrease of 27.7% [1]. Segment Performance - **Copyright Operations and Other Businesses**: Revenue was 1.205 billion yuan, down 46.4% year-on-year, with copyright revenue decreasing by 48.4% to 1.138 billion yuan due to no new film releases from New Li Media [1]. - **Online Business**: Total revenue was 1.985 billion yuan, an increase of 2.3% year-on-year. Revenue from proprietary platform products was 1.746 billion yuan, up 3.1%, while revenue from Tencent product channels fell by 25.6% to 97 million yuan due to content distribution optimization [1]. IP Ecosystem Growth - The company added approximately 200,000 writers and 410,000 novels in the first half of 2025, with a total of 20 billion new words created [2]. - The number of new signed works generating over 1 million yuan in revenue increased by 63% year-on-year, and the number of new signed writers achieving over 10,000 yuan in subscription revenue grew by 45% [2]. - Community engagement improved, with the number of works receiving over 10,000 monthly votes increasing by 20% and those with over 1 million votes rising by 200% [2]. IP Visualization and Monetization - Successful releases in the film and animation sectors included popular titles such as "National Color and Fragrance" and "The Battle of the Underworld" [2]. - The company's IP derivative business generated a GMV of 480 million yuan, nearing the total of 500 million yuan for the previous year [3]. - The introduction of the AI writing assistant "Miaobi Tongjian" significantly enhanced creative efficiency, with a 40% increase in author interactions with AI [3].

Investment Rating - The investment rating for the company is "Buy" and is maintained [7] Core Viewpoints - The company reported a total revenue of 3.19 billion yuan for the first half of 2025, a year-on-year decrease of 23.9%, primarily due to uneven scheduling of film projects by New Classics Media [2][4] - The gross profit was 1.61 billion yuan, down 22.6% year-on-year, but the gross margin increased by 0.8 percentage points to 50.5% [2][4] - The net profit attributable to shareholders was 850 million yuan, an increase of 68.5% year-on-year, while the Non-IFRS net profit was 508 million yuan, a decrease of 27.7% [2][4] Revenue Breakdown - In the first half of 2025, revenue from copyright operations and other businesses was 1.205 billion yuan, a decrease of 46.4% year-on-year, with copyright revenue down 48.4% to 1.138 billion yuan due to no new film releases from New Classics Media [8] - Online business revenue totaled 1.985 billion yuan, a year-on-year increase of 2.3%, with self-owned platform product revenue at 1.746 billion yuan, up 3.1% [8] - Revenue from Tencent product channels decreased by 25.6% to 97 million yuan, while third-party platform revenue increased by 23.1% to 142 million yuan [8] IP Ecosystem Growth - The company saw explosive growth in its IP content ecosystem, adding approximately 200,000 new authors and 410,000 new novels, with a total of 20 billion new words created [8] - The number of new signed works generating over 1 million yuan in revenue increased by 63% year-on-year, and the number of new authors achieving average subscriptions over 10,000 increased by 45% [8] - The company launched over 2,000 web literature IPs for high-quality short dramas, with the first batch of 300 IPs released [8] AI and Overseas Expansion - The company introduced the "Miaobi Tongjian," an AI writing assistant that improved interaction frequency with authors by 40% and increased daily active users by over 40% [8] - Revenue from AI-translated works on the overseas reading platform WebNovel grew by 38% year-on-year, accounting for over 35% of total novel revenue on the platform [8]