在消费市场持续分化、行业竞争加剧的2025年，蓝月亮集团控股有限公司（以下简称"蓝月亮"）交出了 一份"减亏提质"的中期成绩单，向资本市场传递出稳健发展的信号。 截至2025年6月30日，公司实现收入30.4亿港元，虽同比微降3.0%，但净亏损同比收窄34.4%至4.35亿港 元，毛利率维持58.1%的行业高位。董事会拟派发中期股息每股8港仙。 有业内分析师表示，蓝月亮减亏不是目的，而是战略调整的结果。公司通过优化渠道结构、强化用户教 育，为长期增长积蓄势能。 蓝月亮在半年报中表示，公司通过策略优化较大幅度减少了销售费用。同时，公司通过不断完善的供应 链体系、持续优化产品组合以及配套的生产物流基地，维持毛利率基本稳定。上半年公司业务发展稳 健，效益逐渐改善。 对于蓝月亮的表现，福建华策品牌定位咨询创始人詹军豪接受《证券日报》记者采访时表示，蓝月亮调 整线上新兴渠道投放，短期可能带来营销成本波动，但长期看能构建更精准的消费触达体系。通过抖 音、小红书等平台，蓝月亮可强化"场景化营销"，例如结合家居清洁痛点推送定制化解决方案，提升用 户黏性。同时，新兴渠道的数据反馈能加速产品迭代，如开发针对年轻群体的"懒人经济" ...

Group 1 - The core idea of the articles revolves around the evolution of consumer behavior driven by platforms like Douyin, where content creation and emotional engagement play a crucial role in influencing purchasing decisions [1][2][3] - The concept of "睿美氪" (Remake) represents a shift from standardized consumption to personalized expression, highlighting the importance of aesthetic experience and emotional resonance in driving consumer choices [2][3] - Douyin's 618 shopping festival showcased the effectiveness of leveraging user-generated content and influencer marketing to create new fashion trends and enhance brand visibility [2][10] Group 2 - The integration of entertainment elements into product promotion, such as vlogs and short dramas, has transformed traditional marketing into immersive content experiences that resonate with consumers [5][6][8] - The use of relatable themes in content, such as self-care and workplace challenges, has successfully engaged audiences and fostered emotional connections with brands [4][8] - Douyin's offline events, like the "汽水音乐Chill派对," have expanded the reach of brand engagement, allowing for direct interaction with consumers in a lively atmosphere [12][13] Group 3 - The strategy of celebrity endorsements in live streaming has proven to be a powerful tool for driving immediate sales and enhancing brand recognition [14][15] - The presence of celebrities in live streams not only boosts real-time sales but also contributes to long-term brand loyalty and consumer trust [17][18] - Douyin's marketing model emphasizes a closed-loop system of "content, experience, consumption," which enhances user engagement and fosters a more interactive shopping environment [19]