Core Insights - The company reported a significant increase in revenue and profit for the first half of 2025, with revenue reaching 1.96 billion and a year-on-year growth of 34.1%, while net profit attributable to shareholders was 110 million, up 15.9% year-on-year [1] Group 1: Brand and Marketing Strategy - The company has undergone a comprehensive upgrade of its brand power, establishing a brand division and enhancing brand architecture, visual identity, product design, and marketing strategies [2] - The revenue from the top ten core brands exceeded 1 billion for the first time, accounting for over 50% of total revenue, reflecting the effectiveness of the brand upgrade [2] - The company has successfully transitioned from "product export" to "brand export," leveraging social media marketing with overseas key opinion leaders [2] Group 2: Channel Expansion - The company has strategically increased resource allocation to non-Amazon channels such as TikTok and Temu, resulting in a significant rise in revenue from these platforms, which now account for 7.4% of total revenue [2] - The establishment of independent sites for nine Amazon brands has further contributed to revenue growth outside of traditional channels [2] Group 3: Global Supply Chain and Operational Efficiency - The company has initiated its "capacity going abroad" strategy, establishing supply chains in Vietnam and expanding into other Southeast Asian countries, with plans to enter the Turkish market [3] - A centralized procurement strategy has been implemented to reduce costs and shorten production cycles, enhancing operational efficiency [3] - The company's strong organizational capabilities have enabled it to execute operational adjustments and business innovations effectively, leading to accelerated growth [3]