Core Viewpoint - Company reported a revenue increase of 3.3% year-on-year for H1 2025, but net profit attributable to shareholders declined by 11% [1] - The company declared a dividend of 33.59 cents per share, with a payout ratio of approximately 50% [1] Financial Performance - Revenue for H1 2025 reached 14.817 billion RMB, with wholesale revenue growing by 5.0% to 6.481 billion RMB, while direct sales revenue fell by 4.3% to 3.234 billion RMB [1] - E-commerce revenue increased by 6.5% to 5.102 billion RMB, maintaining good growth [1] - Gross margin for H1 2025 was 50.0%, a decrease of 0.4 percentage points year-on-year, with expectations of further pressure on gross margin due to increased discounts [1] Product Category Performance - Growth was primarily driven by running and training categories, both achieving a 15% increase in revenue [2] - Sales of professional running shoes exceeded 14 million pairs, with core series sales surpassing 5.26 million pairs [2] - The sports lifestyle category declined by 7%, and the basketball category saw a 20% revenue drop, indicating ongoing adjustments [2] Store and Channel Strategy - As of June 30, the total number of stores was 6,099, with a net decrease of 18 stores since the beginning of the year [2] - The company continues to optimize its channel structure, with a focus on planned new store openings [2] Investment Outlook - The company is expected to face pressure from the consumer environment, but H1 performance slightly exceeded expectations, leading to an upward revision of EPS forecasts for 2025-2027 [3] - The target price for 2025 is set at 22.6 HKD, based on a 22 times PE ratio [3]

Core Viewpoint - Li Ning's retail performance in Q2 2025 shows a slowdown in growth, with challenges in both offline and online channels, while the company is increasing marketing investments to boost brand visibility and sales potential [2][3][6]. Group 1: Sales Performance - In Q2 2025, Li Ning's overall retail revenue (excluding Li Ning YOUNG) experienced low single-digit growth year-on-year, indicating a noticeable slowdown compared to Q1 [3]. - The offline direct sales channel saw a mid-single-digit decline, while the wholesale channel achieved low single-digit growth; online channels recorded median growth but at a reduced pace compared to Q1 [3][4]. - As of June 30, 2025, the number of retail points (excluding Li Ning YOUNG) was 6,099, reflecting a net decrease of 19 points in the first half of the year [3][4]. Group 2: Inventory Management - Inventory management emerged as a positive aspect for Li Ning, with the inventory-to-sales ratio returning to a healthy level by the end of Q2 2025, despite increased promotional activities [4][5]. Group 3: Marketing Strategy - Li Ning is betting on a high-intensity marketing campaign, including a strategic partnership with the Chinese Olympic Committee and signing NBA player Yang Hanshen, to enhance brand exposure and influence [6][7]. - The partnership with the Chinese Olympic Committee is expected to provide a platform for brand image enhancement during major international events, while the collaboration with Yang Hanshen aims to drive sales through limited product launches [6][7]. Group 4: Long-term Strategy - The company is focusing on optimizing its product matrix and channel efficiency for long-term growth, with an emphasis on core categories like running and basketball, which are expected to see high single-digit growth [8]. - Li Ning is adjusting its direct sales strategy, having significantly reduced the number of direct stores in 2024, but the pace of closures has slowed in 2025, indicating a shift towards enhancing overall channel efficiency [8]. Group 5: Market Outlook - There is a divergence in market sentiment regarding Li Ning's strategy of sacrificing short-term margins for long-term growth, with some analysts maintaining a positive outlook while others adopt a cautious stance [9]. - Investors are particularly interested in whether Li Ning can leverage its marketing efforts in the second half of the year to achieve revenue recovery and if product innovations can translate into tangible sales growth [9].