Core Viewpoint - The company, Yingjia Gongjiu, reported a significant decline in both revenue and net profit for the first half of 2025, marking the first time in five years that both metrics have decreased, primarily due to the impact of new alcohol consumption restrictions and an industry-wide cyclical adjustment [1][3]. Financial Performance - Revenue for the first half of 2025 was 3.16 billion yuan, a year-on-year decrease of 16.89% - Net profit attributable to shareholders was 1.13 billion yuan, down 18.19% year-on-year [1][3]. Market Challenges - The company faces challenges in both domestic and external markets, with a notable decline in performance in its primary market of Anhui, which accounts for over 60% of total revenue [3][4]. - Domestic revenue decreased by 12% to 2.364 billion yuan, raising concerns among investors [3][4]. - Revenue from external markets fell by 30% to 625 million yuan, with its share of total revenue dropping to less than 20% [6]. Strategic Plans - The company aims to achieve a revenue target of 7.6 billion yuan for the year, representing a growth of approximately 3.49%, and a net profit target of 2.62 billion yuan, with a growth of about 1% [3]. - Management plans to stabilize prices, optimize the distributor structure, innovate products, expand market reach, and enhance digital marketing and channel transformation to drive high-quality marketing development [3][6]. Sales and Marketing - Despite an increase in sales expenses to 307 million yuan, up 1.39% year-on-year, this did not translate into improved performance, leading to a rise in the sales expense ratio [7]. - The management indicated a focus on refined operations and efficiency improvements to enhance profitability moving forward [7].