Core Viewpoint - Fangzheng Securities reports that KEEP (03650) is focusing on profitability by actively shrinking its business and user base in the first half of 2025, with expectations for revenue stabilization and growth in the second half driven by AI and clothing categories [1] Group 1: Financial Performance - In the first half of 2025, KEEP achieved a turnaround in adjusted profit, moving from loss to profit [1] - The adjusted net profit forecast for 2025 and 2026 is estimated at 0.7 billion and 1.7 billion respectively [1] - The adjusted net profit margin is expected to improve to over 5% in the second half of 2025 [1] Group 2: Strategic Initiatives - The company is actively reducing inefficient operations, which is expected to lead to a return to growth in the second half of 2025 [1] - The launch of new clothing products on September 5, 2025, is anticipated to contribute positively to revenue [1] - The AI coaching feature is progressing well and is expected to contribute an incremental revenue of 2.3 billion with 1 million active users monthly in the following year [1]

Core Insights - Keep has achieved profitability for the first time in the first half of 2025, driven by a strategic shift to an AI-focused business model [1] - The company has successfully restructured its AI infrastructure and optimized its product offerings, leading to an adjusted net profit of RMB 0.10 billion and a gross margin increase of 6.2 percentage points to 52.2% [1] - The fitness industry in China is experiencing rapid growth, with online and AI-driven solutions expected to unlock new commercial opportunities [1] Group 1 - Keep's "All in AI" strategy integrates hardware and software, creating a synergistic ecosystem that enhances user experience and drives sales [2] - The company aims to improve user satisfaction and average revenue per user (ARPU) through a diverse product matrix centered around AI coaching [2] - Keep's current market valuation is considered low compared to mainstream SaaS products, with significant upside potential as new AI coaching subscriptions are expected to generate over RMB 200 million in annual recurring revenue (ARR) by 2026 [2]

Core Viewpoint - Keep has reported a significant financial turnaround in the first half of 2025, achieving a revenue of 821.8 million yuan, a decline year-on-year, but marking its first positive net profit of 10.35 million yuan and an increase in gross margin to 52.2% [1] Industry Context - The fitness technology sector has evolved over the past decade, transitioning from basic tracking devices to online courses and home fitness hardware, but struggled to enhance user engagement [2] - The introduction of AI has transformed the landscape, addressing the need for personalized guidance in fitness, which traditional apps failed to provide [2] AI Integration in Keep's Strategy - Keep's "All in AI" strategy integrates AI across all business aspects, including the launch of an AI coach named "Kaka" that offers personalized training plans, dietary advice, and performance analysis [3] - The application of AI has improved operational efficiency, contributing to Keep's gross margin increase to 52.2% in the first half of 2025 [3] User Engagement and Value Growth - Keep aims to expand its services from mere training to comprehensive health management, incorporating diet, sleep, and recovery into its offerings [4] - Despite a decline in monthly active users to 22.49 million from 29.66 million year-on-year, the membership penetration rate increased to 12.4%, and the average monthly revenue per active user rose to 6.1 yuan [4] Market Expansion Potential - AI enables Keep to reach a broader audience, including middle-aged and elderly users, and expand fitness activities beyond home workouts to outdoor sports [5] - The AI coach has shown commercial potential, with over 150,000 daily active users and a 50% next-day retention rate for its dietary tracking feature [5] Competitive Advantage - Keep's decade-long experience has provided it with a vast database of over 400 million user behaviors, giving it a competitive edge in AI model training and application [6] - The successful implementation of AI in Keep's operations reflects a significant shift in how fitness services are delivered and experienced by users [6]

Core Viewpoint - Keep has successfully transitioned to profitability by fully embracing AI, marking a significant shift in its business model and positioning in the market [2][4][12]. Financial Performance - In the first half of the year, Keep reported total revenue of 820 million RMB, with a gross profit of 429 million RMB and a gross margin of 52.2%, reflecting a year-on-year increase of approximately 6.2 percentage points [5]. - The adjusted net profit reached 10.35 million RMB, indicating a turnaround from previous losses attributed to heavy investments in AI and new strategic initiatives [2][8][9]. Strategic Transformation - Keep's pivot to AI is not merely a trend but a strategic necessity that has led to structural improvements in its operations and financials [21]. - The introduction of AI Coach, a personalized training assistant, has significantly enhanced user engagement, with over 150,000 daily active users reported in July [13][14]. - Keep's business model has shifted from content subscription to service subscription, where users pay for results and experiences [31]. User Engagement and Retention - The AI features have led to higher user retention rates, with a 50% retention rate for the AI diet tracking function and an overall daily active user retention rate of 79% [14]. - Keep's monthly active users reached 22.49 million, with 2.8 million monthly subscription members, indicating a robust user base [30]. Market Positioning and Future Outlook - Keep's long-standing infrastructure and user base provide a competitive advantage in the AI space, allowing for rapid product development and market adaptation [25][26]. - The company is positioned to leverage AI to create a comprehensive ecosystem that integrates training plans, nutritional analysis, and behavioral guidance, enhancing user experience and loyalty [40][42]. - The shift towards an "AI SaaS" or "AI application platform" model reflects a broader trend in the market, where traditional applications are redefined through AI capabilities [44].

Core Insights - Keep reported a revenue of 822 million RMB for the first half of 2025, with an adjusted net profit of 10.35 million RMB and a gross profit of 429 million RMB, resulting in a gross margin increase from 46.0% to 52.2% compared to the same period last year [1] - The average monthly active users and average monthly subscription members for the first half of 2025 were 22.49 million and 2.8 million, respectively, with a membership penetration rate of 12.4%, up from 11.1% in 2024 [1] - The company is undergoing a strategic transformation from a content-driven platform to an AI-enabled, data-driven fitness intelligence service, with significant progress in deploying AI infrastructure and restructuring core tools into AI coaching services [1] Revenue and Strategic Changes - The revenue contraction is attributed to a strategic decision to optimize product categories and channels, focusing on high-potential categories like equipment, apparel, and wearables while reducing low-margin businesses [2] - The CEO emphasized that the introduction of AI Coach will lead to comprehensive user growth, as the company shifts back to reasonable growth budgets and investments [2] - The launch of multi-functional AI tools and the expansion of AIGC content will attract diverse user demands, further increasing the user base [2] AI Development and Future Projections - As of July, Keep's AI daily active users (DAU) ranged from 150,000 to 200,000, with expectations to exceed 1 million by the end of the year [3] - The AI revenue has already surpassed 1 million RMB, and projections indicate that AI annual recurring revenue (ARR) could exceed 200 million RMB by 2026 [3]

Core Insights - Keep reported a revenue of 822 million RMB for the first half of 2025, with an adjusted net profit of 10.35 million RMB and a gross profit of 429 million RMB, resulting in a gross margin increase from 46.0% to 52.2% compared to the same period last year [1] - The average monthly active users and average monthly subscription members for the first half of 2025 were 22.49 million and 2.8 million respectively, with a membership penetration rate of 12.4%, up from 11.1% in 2024 [1] - The average revenue per monthly active user increased to 6.1 RMB in the first half of 2025, showing significant growth [1] Financial Performance - The company underwent a strategic transformation from a content-driven platform to an AI-enabled, data-driven fitness intelligence service in the first half of 2025 [1] - CEO Wang Ning explained that the revenue contraction was largely due to a strategic decision to optimize product categories and channels, focusing on high-potential categories like equipment, apparel, and wearables while reducing low-margin businesses [2] - As of July 2025, Keep's AI daily active users exceeded 150,000, with the AI diet tracking feature showing a 50% next-day retention rate and an overall app daily active user retention rate of 79% [2] Future Projections - The company anticipates that AI daily active users could reach over 1 million by the end of 2025, with AI revenue surpassing 1 million RMB to date [2] - Keep forecasts that AI Annual Recurring Revenue (AIARR) could exceed 200 million RMB in 2026 [2]

Core Insights - Keep reported a revenue of 822 million RMB for the first half of 2025, with an adjusted net profit of 10.35 million RMB and a gross profit of 429 million RMB, resulting in a gross margin increase from 46.0% to 52.2% compared to the same period last year [1] - The average monthly active users and average monthly subscription members reached 22.49 million and 2.8 million respectively, with a membership penetration rate of 12.4%, up from 11.1% in 2024 [1] - The company is undergoing a strategic transformation from a content-driven platform to an AI-enabled, data-driven fitness intelligence service, with significant progress in deploying AI infrastructure [1] Revenue and Strategic Changes - The CEO explained that the revenue contraction is largely due to a strategic decision to optimize product categories and channels, focusing on high-potential categories like equipment, apparel, and wearables while reducing low-margin businesses [2] - The introduction of AI Coach is expected to lead to comprehensive user growth, as the company shifts back to reasonable growth budgets and investments [2] - The launch of AI multifunctional tools and the expansion of AIGC content categories are anticipated to attract a diverse user base, including sports like tennis, golf, and swimming [2] AI Development and Future Projections - As of July, Keep's AI daily active users (DAU) ranged from 150,000 to 200,000, with expectations to exceed 1 million by the end of the year [3] - The AI revenue has already surpassed 1 million RMB, and projections indicate that AI annual recurring revenue (ARR) could exceed 200 million RMB by 2026 [3]

Core Insights - Keep reported a revenue of 822 million RMB for the first half of 2025, with an adjusted net profit of 10.35 million RMB and a gross profit of 429 million RMB, resulting in a gross margin increase from 46.0% to 52.2% compared to the same period last year [1] - The average monthly active users and average monthly subscription members for the first half of 2025 were 22.49 million and 2.8 million, respectively, with a membership penetration rate of 12.4%, up from 11.1% in 2024 [1] - The company is undergoing a strategic transformation from a content-driven platform to an AI-enabled, data-driven fitness intelligence service, with significant progress in deploying AI infrastructure and restructuring core tools into AI coaching services [1] Revenue Strategy - The CEO of Keep explained that the revenue contraction is largely due to a strategic decision to optimize product categories and channels, focusing on high-potential categories like equipment, apparel, and wearables while reducing low-margin businesses [2] - The introduction of AI Coach is expected to lead to comprehensive user growth, as the company shifts back to reasonable growth budgets and investments [2] - The launch of AI multifunctional tools and the expansion of AIGC content categories are anticipated to attract a diverse user base, including sports like tennis, golf, and swimming that were previously underserved [2] AI Growth Projections - As of July, Keep's AI daily active users (DAU) ranged from 150,000 to 200,000, with expectations to exceed 1 million by the end of the year [3] - Keep's AI revenue has already surpassed 1 million RMB, and projections suggest that AI annual recurring revenue (ARR) could exceed 200 million RMB by 2026 [3]

Core Viewpoint - Keep's stock price increased nearly 6% following the release of its mid-year performance report, indicating positive market sentiment towards the company's financial turnaround and strategic direction [1] Financial Performance - In the first half of the year, Keep achieved a revenue of 822 million RMB [1] - The adjusted net profit under non-IFRS standards was 10.35 million RMB, a significant improvement from a net loss of 167 million RMB in the same period last year, marking a turnaround to profitability [1] - Gross profit reached 429 million RMB, with a gross margin increase from 46.0% in the previous year to 52.2% [1] Strategic Direction - For 2025, Keep is focusing on two strategic directions: advancing AI-driven platform architecture transformation and achieving operational profitability [1] - The company has successfully restructured its AI infrastructure and launched a basic version of its AI coach, demonstrating progress in its dual-track strategy [1] - Additionally, Keep has optimized its business operations to achieve adjusted net profit, reaching a profitability inflection point [1]

Core Viewpoint - Keep is transitioning from a content-driven platform to an AI-enabled, data-driven smart fitness service, aiming for significant growth in user engagement and revenue through strategic optimization and AI integration [2][3]. Financial Performance - In the first half of 2025, Keep reported revenue of 822 million RMB, with an adjusted net profit of 10.35 million RMB and a gross profit of 429 million RMB, resulting in a gross margin increase from 46.0% to 52.2% compared to the same period last year [2]. - The company is experiencing a revenue contraction due to a strategic decision to optimize its product categories and focus on higher-margin businesses, particularly moving away from low-margin operations [2]. Strategic Developments - Keep has successfully deployed an AI infrastructure to restructure its core tools and functionalities into AI coaching services, marking a significant step in its strategic transformation [2]. - As of July 2025, Keep's AI core daily active users exceeded 150,000, with expectations to reach over 1 million by the end of the year [3]. - The AI dietary recording feature has shown strong user retention, with a next-day retention rate of 50% and an overall app daily active user retention rate of 79% [3]. Future Projections - Keep anticipates that its AI annual recurring revenue (ARR) could exceed 200 million RMB by 2026, indicating strong growth potential in its AI-driven services [3].