Investment Rating - The investment rating for the company is "Outperform the Market" [5][20]. Core Views - The company reported a steady performance in Q2 2025, with revenue of 25.8 billion yuan, a year-over-year decrease of 4.0%. Product revenue was 23.8 billion yuan, down 5%, while other revenue increased by 12% to 2 billion yuan. The company expects Q3 2025 revenue to be between 20.7 billion and 21.7 billion yuan, indicating a return to growth with a year-over-year increase of 0%-5% [1][7]. - The company's GMV for the quarter was 51.4 billion yuan, reflecting a year-over-year increase of 2%. The number of active buyers was 43.5 million, down 2% year-over-year, while SVIP membership grew by 15%, contributing to 52% of online consumption [1][7]. - The company continues to focus on enhancing its online outlet business and expanding its presence in suitable cities for its outlet operations [1][7]. Revenue Summary - For Q2 2025, the company reported total revenue of 25.8 billion yuan, with product revenue at 23.8 billion yuan and other revenue at 2 billion yuan. The company anticipates Q3 revenue to be between 20.7 billion and 21.7 billion yuan, indicating a potential return to growth [1][2][7]. - The revenue forecasts for 2025-2027 have been slightly adjusted to 107.2 billion, 109.9 billion, and 112.3 billion yuan, reflecting year-over-year changes of -1%, +3%, and +2% respectively [2][8]. Profitability Summary - The company reported a Non-GAAP operating profit of 2.4 billion yuan in Q2 2025, with an operating margin of 9.3%. The Non-GAAP net profit was 2.1 billion yuan, with a net margin of 8.0%, showing a slight year-over-year decline of 0.1 percentage points [2][8]. - The company has maintained stable expense ratios, with fulfillment, sales, management, and R&D expense ratios at 8.2%, 2.8%, 1.7%, and 5.0% respectively [2][8]. Financial Forecasts - The financial forecasts for 2025-2027 include adjusted net profits of 9 billion, 9.2 billion, and 9.5 billion yuan, with year-over-year changes of -1%, +2%, and +4% respectively [2][8]. - The current stock price corresponds to a PE ratio of 7x for 2025, indicating a favorable valuation [2][8].

Investment Rating - The investment rating for the company is "Outperform the Market" [5][19]. Core Views - The company's Q1 2025 financial results met expectations, with a revenue of 26.3 billion yuan, representing a year-over-year decline of 5.0%. The decline was primarily due to weak demand and intensified competition. However, there is an expectation for revenue growth to return in Q3 2025 [8][9]. - The company is focusing on building its online outlet business and leveraging its core strengths, with slight adjustments made to revenue and profit forecasts for 2025-2027 due to ongoing industry competition [9][15]. Revenue Summary - For Q1 2025, the company's total revenue was 26.3 billion yuan, down 5.0% year-over-year. Product revenue was 24.3 billion yuan, down 6.0%, while other revenue grew by 10% to 2 billion yuan, driven by the expansion of the Shanshan outlet stores [8][9]. - The company expects Q2 revenue to decline between 5% and 0%, with a return to growth anticipated in Q3 2025 [8]. Operational Data Summary - The company's GMV for the quarter was 52.4 billion yuan, showing zero growth year-over-year. The number of active buyers decreased by 4% to 41.3 million, and the order volume fell by 6% to 167 million [8][9]. - The SVIP program saw an 18% year-over-year increase, accounting for 51% of the company's online transaction value, indicating successful efforts to attract users through exclusive products [8]. Profit Summary - The company's Non-GAAP net profit for the quarter was 2.3 billion yuan, down 11% year-over-year, with a net profit margin of 8.8%, a decrease of 0.5 percentage points. This was attributed to increased sales and management expense ratios due to fixed costs amid declining revenue [9][15]. - The company has completed a previous $1 billion share repurchase program and initiated a new $1 billion repurchase plan effective until February 2027 [9][15]. Financial Forecasts - Revenue forecasts for 2025-2027 have been adjusted to 108.8 billion yuan, 111.6 billion yuan, and 114.4 billion yuan, reflecting a decrease of 2%, 3%, and 3% respectively. Adjusted profit forecasts for the same period are 9.1 billion yuan, 9.4 billion yuan, and 9.8 billion yuan, with adjustments of -3%, -2%, and -4% respectively [9][15].