Group 1 - Company experienced an 8.3% year-on-year decline in revenue, totaling 9.16 billion RMB, due to fluctuating store traffic and increased discounts [1] - Gross margin decreased by 0.7 percentage points to 33.5%, while net profit fell by 44% year-on-year to 190 million RMB, resulting in a net profit margin of 2.1% [1] - Inventory levels remained healthy, with inventory days at 146, below the target of 150 days, and old inventory accounting for less than 9% [1] Group 2 - Online sales showed robust growth of 16%, with live streaming sales exceeding 100% growth, contributing to 33% of total revenue [2] - The company maintained its offline store count at 3,408, with a net closure of 40 stores, while same-store sales declined by 10% to 20% [2] - The company plans to optimize its product mix and develop proprietary brands, with short-term revenue contribution from these brands at only 2-3% [2]

Investment Rating - The investment rating for the company is "Outperform the Market" [4][6][34] Core Views - The company experienced an 8.3% year-on-year decline in revenue to 9.16 billion RMB in the first half of the year, primarily due to increased discounts and a drop in customer traffic [1][4] - The gross profit margin decreased by 0.7 percentage points to 33.5%, leading to a 44.0% year-on-year decline in net profit to 190 million RMB [1][4] - The company maintains a healthy inventory level with an average inventory turnover of 146 days, keeping within the target of 150 days [1][4] - Online sales showed a robust growth of 16%, with live streaming sales exceeding 100% growth, contributing to 33% of total revenue [3][4] - The company plans to optimize its product mix and develop its own brands to enhance sales performance [3][4] Summary by Sections Financial Performance - Revenue for the first half of the year decreased by 8.3% to 9.16 billion RMB, with a net profit decline of 44.0% to 190 million RMB [1][4] - In the second quarter, revenue fell by 11.6% to 4.05 billion RMB, but the gross margin improved by 1.8 percentage points quarter-on-quarter to 34.5% [2][4] - The company has a stable cash level of 2.7 billion RMB and plans to distribute an interim and special dividend of 0.23 HKD per share, with a payout ratio of 60% [1][4] Channel Performance - Online channels showed a 16% increase in revenue, while offline store sales were negatively impacted by reduced customer traffic, with same-store sales down by 10% to 20% [3][4] - The company closed 40 stores, bringing the total to 3,408, a 2.0% year-on-year decrease [3][4] Future Outlook - The company expects to stabilize profitability despite current revenue pressures, with a forecasted net profit of 390 million RMB in 2025, down 21% year-on-year, but projected to recover by 21% in 2026 and 11% in 2027 [4][32] - The target price is maintained at 0.59 to 0.69 HKD, corresponding to a 6-7x PE for 2026 [4][32]

Core Viewpoint - Traditional sports brand distributors are facing significant challenges due to the dual pressures of direct retail and e-commerce, leading to declining sales and profitability [1][2][3] Group 1: Company Performance - Baosheng International (03813.HK) reported a projected revenue of approximately RMB 91.59 billion for the six months ending June 30, 2025, a decrease of about 8.3% year-on-year, with a profit attributable to shareholders of approximately RMB 1.88 billion, down 44.1% [1] - For the fiscal year 2024, Baosheng International's revenue was approximately RMB 184.54 billion, a decline of 8% year-on-year, while profit attributable to shareholders increased by 0.2% to RMB 4.91 billion [1] - Tmall (06110.HK) announced a total revenue decline of 6.64% to RMB 270.13 billion for the fiscal year 2024/25, with net profit dropping by 41.89% to RMB 12.86 billion [2] Group 2: Market Challenges - Both Baosheng International and Tmall are experiencing store closures, attributed to their reliance on traditional distribution channels, which are becoming less viable in a rapidly changing market [2] - The shift in strategy from some international brands towards direct retail and factory outlet stores has further squeezed the margins and customer base of traditional distributors [2] Group 3: Strategic Adjustments - Baosheng International has begun to seek transformation by partnering with new brands, such as Dynafit and XEXYMIX, to diversify its offerings and enter new market segments like yoga apparel and outdoor sports [3] - Tmall is also pursuing diversification by introducing partnerships with niche brands like norda and Mitchell & Ness, as well as outdoor brands like Norrøna [3] - Despite these efforts, the new brands lack the recognition and market scale of established names like Nike and Adidas, posing a challenge for growth [3] Group 4: Market Dynamics - The commercial real estate sector is witnessing a surge in international sports brands opening new stores in China, indicating a competitive landscape where new brands are eager to establish a presence in high-end commercial projects [4]