Core Viewpoint - The report from Huaxin Securities indicates that Tongchen Beijian has narrowed its revenue decline in Q2, optimizing resource allocation dynamically, leading to improved profitability [1] Revenue Performance - In H1 2025, the revenue for the main brand, Jianliduo, Lifespace domestic products, and overseas LSG was down by 28%, 30%, 34%, and up by 13% respectively, amounting to 1.888 billion, 0.411 billion, 0.138 billion, and 0.534 billion yuan [1] Sales Channels - Revenue from offline and online channels in H1 2025 decreased by 32% and 14% respectively, reaching 1.798 billion and 1.684 billion yuan [1] - The online channel is currently undergoing strategic adjustments, including the establishment of a self-broadcasting team to reduce expenses [1] - The offline channel focuses on cost reduction and efficiency improvement, optimizing the distribution system, with a net reduction of 147 distributors to 640 by the end of H1 2025 [1] Future Strategies - The company plans to stabilize its business through multiple strategies, including enriching SKU, lowering price points, and a distributor awakening plan [1] - The internal adjustments are ongoing, with significant improvement in profitability quarter-on-quarter, and expectations for a further narrowing of revenue decline and an increase in profit margins for the full year [1]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company reported a narrowing decline in revenue, with improved profitability driven by cost control measures [5][7] - The second quarter showed a significant recovery in net profit, with a year-on-year increase of 71% [4][5] - The company is focusing on optimizing its resource allocation and enhancing its operational efficiency [5][6] Financial Performance Summary - For the first half of 2025, total revenue was 3.532 billion yuan, a decrease of 23% year-on-year, while net profit attributable to shareholders was 737 million yuan, down 17% [4] - In Q2 2025, total revenue was 1.741 billion yuan, a decrease of 12% year-on-year, but net profit increased by 71% [4] - The gross margin for H1 2025 was 68.55%, with a slight decrease of 0.01 percentage points, while Q2 2025 saw an increase of 2 percentage points to 68.43% [5] - The company reduced its sales expense ratio by 5 percentage points in H1 and 11 percentage points in Q2, indicating effective cost control [5] Revenue and Profit Forecast - The company expects a further narrowing of revenue decline and an increase in profit margins for the full year 2025 [7] - The adjusted earnings per share (EPS) forecasts for 2025-2027 are 0.46, 0.52, and 0.60 yuan respectively, with corresponding price-to-earnings (PE) ratios of 27, 24, and 21 times [7][10]