Sales Performance - The sales situation for the fourth quarter is better than expected, with competitive performance in the autumn and winter product lines [2] - The adult shoe category under Hush Puppies has started self-operation, contributing additional sales revenue, although its current sales proportion remains low [2] Future Planning - The company plans to focus on classic casual styles for Hush Puppies' adult clothing and will continue to optimize products around family and vacation leisure scenarios [2][3] - Hush Puppies' adult shoe business will expand through independent stores and quality channels, despite its current small sales proportion [3] Channel Strategy - The company is optimizing offline channels by opening stores in high-traffic shopping centers and closing underperforming locations [3] - Future development will emphasize direct sales channels for adult clothing and shoes, while also supporting franchise expansion [3] Team Structure - The company has established independent teams for men's and women's clothing and shoes, with the adult shoe team still in the early stages of development [3] Pricing and Discounts - Sales discounts for various brands will remain stable, with slight adjustments based on market conditions and promotional strategies [3] Design and Collaboration - Most products are designed by in-house teams, with some collaborations with well-known designers or design teams [3] Dividend Policy - The company aims to maintain a stable dividend ratio, with potential increases as profitability improves and without significant capital expenditures [4]

Revenue Performance - The company's revenue decreased last year, particularly in the children's clothing segment, primarily due to a pricing strategy that maintained brand value but affected sales volume [2][3] - In 2024, the net profit attributable to shareholders was approximately 171 million yuan, ranking 12th among 47 companies in the apparel industry [3] Channel Strategy - Online sales are experiencing a decline, while offline regions like North China and East China show growth; the company plans to enhance brand image online and optimize offline channels by opening flagship stores and improving store locations [3][4] - The company aims to maintain a high-quality development of online channels while expanding offline presence through strategic store placements [3][4] Product Development and Brand Positioning - The company is focusing on product upgrades and enhancing consumer experience, emphasizing the importance of brand positioning for long-term growth [2][4] - The Hush Puppies brand will emphasize classic leisure styles starting from the 2025 autumn/winter season, integrating comfort and modern trends [4][5] Marketing and Sales Strategy - The company plans to enhance marketing activities, including outdoor advertising and participation in fashion weeks, while celebrating the 30th anniversary of the Water Baby brand [5][6] - The sales performance of proprietary and licensed brands remained stable in 2024, with plans for increased investment in brand promotion [5][6] Operational Efficiency - The return rate for online sales is manageable, with measures in place to reduce it, including product upgrades and a shift from product marketing to brand marketing [6][7] - The company is exploring the use of AI technology to improve online channel operations and efficiency [6] Market Outlook - Despite declining birth rates, the company believes there is still significant market potential in children's clothing due to a large base of children aged 3-14 [10] - The company plans to expand its product categories and optimize offline channels to capture market opportunities [10] Employee Incentives - The company employs a multi-dimensional incentive strategy for employees, including stock options and performance-based rewards, to align employee interests with company growth [7][8]