Investment Rating - The report maintains an "Outperform" rating for the company [1] Core Views - The company has shown a resilient improvement in gross margin despite challenging market conditions, indicating robust operational quality [6] - The company reported a revenue of 688 million yuan for 2025, with a slight decline of 0.2% year-on-year, while the net profit is projected to increase by 11.6% to 119 million yuan [5][6] - The company is focusing on optimizing its supply chain and enhancing customer loyalty through high-quality products at competitive prices [6] Financial Data and Profit Forecast - Total revenue for 2024 is expected to be 689 million yuan, with a year-on-year decline of 10.2%, while the net profit is projected to be 107 million yuan, reflecting a growth of 26.0% [5] - For Q1 2025, the company achieved a revenue of 149 million yuan, down 17.2% year-on-year, and a net profit of 20 million yuan, down 22.3% [5][13] - The gross margin for 2024 was 42.4%, which is expected to rise to 45.6% in 2025, indicating improved profitability [5][11] - The company’s operating cash flow has significantly improved, with a net cash flow of 100 million yuan in 2024, up 1416.3% year-on-year [6] Market Position and Strategy - The company has a strong online presence, with its main store accounting for 99.9% of revenue and maintaining a high customer satisfaction rate [6] - The company has reduced promotional expenses, which has led to a decrease in customer traffic but an increase in per-customer spending frequency [6] - The company aims to achieve double-digit growth in performance by leveraging its operational experience and maintaining a focus on high-quality, cost-effective products [6]