Investment Rating - The report maintains a "Buy" rating for the company [6] Core Views - The company achieved a revenue of 6.112 billion in H1 2025, representing a year-on-year increase of 2.43%, and a net profit attributable to shareholders of 2.665 billion, up 6.87% year-on-year [4][10] - In Q2 2025, the company reported a revenue of 3.255 billion, a slight increase of 0.52% year-on-year, with a net profit of 1.530 billion, reflecting a 5.25% year-on-year growth [4][10] - The company announced a profit distribution plan for H1 2025, proposing a cash dividend of 1.00 yuan per 10 shares (before tax), amounting to an estimated total cash distribution of 1.444 billion [4][10] - The revenue growth is supported by cost optimization, leading to an increase in gross margin, while the acquisition of New Tide is expected to enhance point density structure [10] - The "Touch and Win" innovative elevator advertising scenario is anticipated to provide performance elasticity, reinforcing the investment value in the building media sector [10] Summary by Sections Financial Performance - In H1 2025, the building media business generated revenue of 5.632 billion, a year-on-year increase of 2.30%, while the cinema media business earned 0.469 billion, up 3.12% [10] - The overall advertising market in China saw a slight increase of 0.6% in spending, with elevator LCD and poster advertising growing by 11.0% and 9.2%, respectively [10] - The gross margin improved due to a 5.64% decrease in costs, resulting in a gross margin of 67.08% for the building media business, up 2.77 percentage points year-on-year [10] Strategic Developments - The company is focusing on high-quality points, with a 7.3% and 6.8% increase in self-operated elevator LCD points in first- and second-tier cities, respectively, compared to the end of 2024 [10] - The planned acquisition of New Tide for 8.3 billion is expected to optimize point density and structure, as New Tide has approximately 753,400 outdoor digital media points, primarily in residential communities [10] Market Trends - Internet advertising spending has surged, with the internet sector's contribution to elevator media advertising revenue increasing by 88.82%, rising from 8.53% in H1 2024 to 15.73% in H1 2025 [10] - The collaboration with Alipay to create a new interactive elevator advertising ecosystem is expected to further boost internet advertising investments [10] Earnings Forecast - The report projects net profits of 5.6 billion and 6.8 billion for 2025 and 2026, respectively, corresponding to current price-to-earnings ratios of 21 and 18 [10]