Investment Rating - The report maintains a "Buy" rating for the company, indicating a positive outlook for future performance [5][7]. Core Insights - The company experienced a significant decline in revenue and net profit in Q1 2025, with revenue down 47.28% year-on-year to 2.673 billion yuan and net profit down 26.12% to 252 million yuan [2]. - The overall gross margin improved by 10.64 percentage points in Q1 2025, reaching 26.21%, while the expense ratio increased by 4.94 percentage points to 10.63% [3]. - The company is optimizing its store network and enhancing its product matrix, with a total of 4,831 stores as of Q1 2025, including 4,435 franchise stores and 396 self-operated stores [4]. Financial Performance Summary - In 2024, the company reported a revenue of 13.891 billion yuan, a decrease of 14.73% year-on-year, and a net profit of 1.010 billion yuan, down 23.25% [2][6]. - The forecast for 2025 and 2026 net profit has been revised down by 9% to 1.044 billion yuan and 1.115 billion yuan, respectively, with a new estimate for 2027 at 1.173 billion yuan [5][6]. - The company’s revenue growth rate is projected to be 1.95% in 2025 and 6.34% in 2026, with a slight decline in net profit growth rate to 3.36% in 2025 [6][12]. Product and Market Strategy - The company has launched a new sub-brand "Zhuan Zhu Ge," focusing on cultural and creative jewelry products, enhancing its product offerings [4]. - The product matrix includes various themes such as national treasures, international art IPs, and cultural heritage, aimed at attracting diverse consumer preferences [4].

Investment Rating - The report maintains a "Buy" rating for the company, indicating a positive outlook for future performance [5][7]. Core Insights - The company experienced a significant decline in revenue and net profit in Q1 2025, with revenue down 47.28% year-on-year to 2.673 billion yuan and net profit down 26.12% to 252 million yuan [2]. - The overall gross margin improved by 10.64 percentage points in Q1 2025, reaching 26.21%, while the expense ratio increased by 4.94 percentage points to 10.63% [3]. - The company is optimizing its store network and enhancing its product matrix, with a total of 4,831 stores as of Q1 2025, including 4,435 franchise stores and 396 self-operated stores [4]. Financial Performance Summary - In 2024, the company reported a revenue of 13.891 billion yuan, a decrease of 14.73% year-on-year, and a net profit of 1.010 billion yuan, down 23.25% [2][6]. - The forecast for 2025 and 2026 net profit has been revised down by 9% to 1.044 billion yuan and 1.115 billion yuan, respectively, with a new estimate for 2027 at 1.173 billion yuan [5][6]. - The company’s revenue growth rate is projected to be 1.95% in 2025 and 6.34% in 2026, with a slight decline in net profit growth rate expected [6][12]. Product and Market Strategy - The company has launched a new sub-brand "Zhuan Zhu Ge," focusing on cultural and creative jewelry products, enhancing its product offerings [4]. - The product matrix includes various themes such as national treasures, international art IPs, and cultural heritage, aimed at attracting diverse consumer preferences [4].