Core Viewpoint - The company On has experienced significant growth since entering the Chinese market in 2018, but recent financial results indicate a decline in profitability, particularly in the second quarter of 2025, raising concerns about its rapid expansion strategy and high costs [1][2][3]. Financial Performance - In the first half of 2025, On reported net sales of 1.476 billion Swiss francs, a year-on-year increase of 37.2%, but net profit fell to 15.8 million Swiss francs, down 87.1% [2]. - The second quarter of 2025 saw a net sales figure of 749.2 million Swiss francs, a 32% increase year-on-year, but a net loss of 40.9 million Swiss francs compared to a profit of 30.8 million Swiss francs in the same period last year [2][3]. - The net profit margin for the first half of 2025 dropped from 11.4% to 1.1%, with the second quarter margin falling from 5.4% to -5.5% [3]. Market Expansion - On has seen substantial growth in the Asia-Pacific region, with net sales reaching 239.7 million Swiss francs in the first half of 2025, a 114.8% increase, making it the fastest-growing market for the company [4]. - The company plans to expand its presence in China, aiming to exceed 100 direct stores by 2026, necessitating the opening of over 30 new stores annually [4]. - On's marketing strategy in China includes partnerships with platforms like Weimob and collaborations with celebrities, with marketing expenses accounting for about 10% of net sales [4][5]. Brand Positioning - On is perceived as a premium brand, with products priced above 1,000 yuan, and has been criticized for its high pricing strategy, which some view as a means to capitalize on the middle-class demographic [7][8]. - The brand's initial focus on professional running shoes has shifted towards a more luxury-oriented marketing approach, leading to concerns about its core identity and customer engagement [8][9]. - Despite its strong technical foundation, On faces challenges in maintaining its professional image amidst a growing emphasis on luxury branding [8][9].