Core Viewpoint - The company faces performance pressure due to high gold prices and a high industry base, leading to a decline in revenue and net profit. However, it is actively enhancing product innovation and brand upgrades to build core competitiveness [1]. Group 1: Financial Performance - In the first half of 2025, the company's revenue and net profit attributable to shareholders decreased by 16.52% and 13.07% year-on-year, respectively [1]. - In Q2 2025, the company achieved a revenue growth of 10.51% year-on-year, showing significant improvement compared to the previous quarter [3]. Group 2: Product Innovation and Brand Strategy - The company is optimizing its product structure and upgrading its brand by launching new products with traditional craftsmanship features, such as the "盛唐风华" and "凤舞九天" series, to replace homogenized products [1]. - Collaborations with top IPs like "Saint Seiya" are aimed at attracting younger consumers and enhancing product value and brand influence [1][3]. Group 3: Channel Development - As of the end of June 2025, the company had a total of 5,550 marketing outlets, with a net increase of 9 outlets in Q2 2025, reversing the previous trend of outlet decline [2]. - The company is upgrading traditional stores and creating differentiated theme stores, such as the high-end "藏宝金" and wedding-focused "凤祥喜事," to improve single-store operational quality [2]. - The launch of the company's Tmall flagship store in early 2025 marks a significant step in the integration of online and offline channels, potentially creating new growth points for performance [2]. Group 4: Strategic Outlook - The company plans to continue focusing on "product innovation, channel optimization, and brand youthfulness" as its main strategic directions [3]. - With ongoing product structure optimization and channel quality improvement, along with the low base effect in the second half of the year, the company is expected to enter a sustained recovery phase [3]. - EPS forecasts for 2025-2027 are projected at 3.39, 3.71, and 4.01 yuan, respectively, maintaining a "buy" rating [3].

Investment Rating - The report maintains a "Buy" rating for the company [5] Core Views - The company reported a 2Q25 revenue of 158.3 billion RMB, a year-on-year increase of 10.5%, indicating a recovery in performance despite a challenging environment due to high gold prices [1][2] - The company plans to open 194 new online stores in the second half of the year, which is expected to further improve performance [1] - The company has diversified its product offerings, launching new themed products and increasing the sales of craft gold bars, contributing to the positive revenue growth in 2Q25 [2] Financial Performance Summary - For 1H25, the company reported a revenue of 333.6 billion RMB, a decrease of 16.5% year-on-year, and a net profit of 12.2 billion RMB, down 13.1% year-on-year [1] - The gross profit margin for 1H25 was 8.7%, a decrease of 0.5 percentage points year-on-year, primarily due to a higher proportion of lower-margin gold bar sales and weak consumer demand [3] - The company’s net profit margin for 1H25 was 3.7%, an increase of 0.2 percentage points year-on-year [3] Earnings Forecast and Valuation - The company’s projected net profits for 2025-2027 are 16.5 billion RMB, 18.5 billion RMB, and 20.6 billion RMB, with year-on-year growth rates of -15.5%, +12.6%, and +11.3% respectively [4] - The target price is set at 63 RMB, based on a price-to-earnings (PE) ratio of 20 times for 2025 [4][5]