Summary of Bruco's 2025 Half-Year Earnings Call Company Overview - **Company**: Bruco - **Period**: First half of 2025 Financial Performance - Bruco achieved a net profit of **297 million RMB** in H1 2025, turning around from a loss of **255 million RMB** in H1 2024 [2][3] - Adjusted net profit increased by **9.6%** year-on-year to **320 million RMB**, with an adjusted net profit margin of **23.9%** [2][3] - Total revenue for H1 2025 reached **1.338 billion RMB**, representing a **27.9%** year-on-year growth [3] - Gross profit increased by **16.9%**, with an overall gross margin of **48.4%**, down **4.5 percentage points** from the previous year due to increased R&D investments [3][7] Product Sales Performance - As of June 30, 2025, Bruco had over **925 SKUs** available, with total sales exceeding **110 million units** in H1 2025 [2][4] - Products for the **6-16 age group** accounted for **82.6%** of revenue, while products for those **16 and older** increased their revenue contribution from **10%** to **15%** [2][4] - The **9.9 RMB Starry Edition** series attracted new users, contributing **216 million RMB** to total revenue, with one-third of buyers being new customers [4][9] Sales Channels and Market Performance - Domestic distributors contributed **1.21 billion RMB** to revenue, a **26.5%** increase year-on-year, accounting for **90.6%** of total revenue [2][6] - Online sales reached **110 million RMB**, up **44.6%**, representing **8%** of total revenue [2][6] - Overseas revenue surged by **900%** to **110 million RMB**, indicating successful market expansion strategies [2][6] Cost and Expense Management - Gross margin declined due to new product mold investments and rising overseas shipping costs [7] - Selling expenses increased to **13.2%** of revenue, while R&D expenses rose to **9.6%** due to personnel increases and new IP design investments [7] - Administrative expenses decreased to **3.5%** due to the absence of one-time equity compensation from the previous year [7] Inventory and Working Capital Management - Inventory balance reached **294 million RMB**, a **5.7%** increase year-on-year, with inventory turnover days rising to **79 days** [7] - Accounts receivable turnover days increased to **17 days**, while accounts payable turnover days rose to **152 days** [7] New Product Development and User Acquisition - Bruco launched **270 new products** in H1 2025, with **70%** being extensions of existing categories [8] - The company aims to enhance user acquisition through innovative products and IP expansions, with a focus on attracting new demographics [9][19] IP Collaboration and Expansion - Bruco renewed contracts with key IPs such as **Kamen Rider** and **Pokémon**, extending collaboration with **Disney** until 2029 [4][16] - The company is actively expanding overseas licensing, with successful sales of IPs like **Marvel** and **Star Wars** in North America and Asia [4][16] Brand Promotion and Market Engagement - The **BFC competition** significantly boosted brand recognition, with over **7,600 events** held across **150 cities** and participation from over **50,000 players** [17] - The company is focusing on converting new users into loyal customers through targeted marketing strategies [25] Future Outlook and Strategic Focus - Bruco plans to continue expanding its product offerings and market presence, particularly in the **high-end product segment** [34] - The company anticipates a **70% to 80%** year-on-year revenue growth in H2 2025, with an overall annual growth target of over **50%** [43] Conclusion - Bruco's strong performance in H1 2025 reflects effective product strategies, successful market expansion, and a focus on user acquisition through innovative offerings and IP collaborations. The company is well-positioned for continued growth in the second half of the year.