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].

Group 1: Company Performance - Li Ning's retail revenue (excluding Li Ning YOUNG) recorded low single-digit growth compared to the same period last year [1] - Offline channels (including retail and wholesale) saw a low single-digit decline in retail revenue year-on-year, with direct retail channels experiencing a mid single-digit decline and wholesale channels showing low single-digit growth [1] - Online channel retail revenue for Q2 2025 showed mid single-digit growth compared to the same period last year [1] Group 2: Store Network Adjustment - As of June 30, 2025, Li Ning had a total of 6,099 sales points in China (excluding Li Ning YOUNG), a net increase of 11 from the previous quarter, but a decrease of 18 year-to-date [1] - The net decrease of 18 sales points included a net reduction of 19 in retail business, while wholesale business saw a net increase of 1 [1] Group 3: Strategic Partnerships and Marketing - Li Ning signed a partnership with the Chinese Olympic Committee, becoming the sportswear partner for the 2025-2028 Olympic events, which may enhance its brand recognition and support international expansion [2] - The company has focused on local talent, signing CBA stars and recently securing a five-year contract with NBA player Yang Hanshen, who was selected 16th overall in the NBA draft, marking a significant milestone for domestic sports brands [2] Group 4: Financial Forecast Adjustments - Due to anticipated increased marketing investments in the second half of the year, net profit margins are expected to weaken, but marketing expenses related to COC and NBA partnerships are expected to enhance brand visibility [3] - Revenue forecasts for 2025-2027 have been adjusted to 28.9 billion RMB, 29.6 billion RMB, and 30.7 billion RMB respectively, with net profits revised to 2.4 billion RMB, 2.6 billion RMB, and 2.7 billion RMB [3]

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [6]. Core Insights - The company reported low single-digit growth in retail sales compared to the same period last year, with offline channels experiencing a low single-digit decline and online channels showing a mid-single-digit increase [1]. - The company has signed a partnership with the Chinese Olympic Committee, becoming the official sportswear partner for the 2025-2028 Olympic events, which is expected to enhance brand recognition and support international expansion [2]. - The company has adjusted its profit forecasts due to consumer pressure, projecting revenues of 28.9 billion RMB, 29.6 billion RMB, and 30.7 billion RMB for 2025-2027, with net profits of 2.4 billion RMB, 2.6 billion RMB, and 2.7 billion RMB respectively [4]. Summary by Sections Financial Performance - Retail sales (excluding Li Ning YOUNG) recorded low single-digit growth year-on-year, with offline channels declining and online channels increasing [1]. - As of June 30, 2025, the total number of sales points in China was 6,099, a net increase of 11 from the previous quarter, but a net decrease of 18 year-to-date [1]. Marketing and Brand Strategy - The partnership with the Chinese Olympic Committee is expected to enhance the company's brand image and leverage its association with major international sporting events [2]. - The company has also signed contracts with emerging CBA stars, including Yang Hanshen, who was selected in the NBA draft, which may help in establishing a stronger presence in the international market [2]. Profit Forecast Adjustments - The company has revised its profit forecasts downward due to anticipated consumer challenges, with expected earnings per share (EPS) of 0.93 RMB, 0.99 RMB, and 1.06 RMB for 2025-2027 [4].

Investment Rating - The investment rating for the company is "Buy" (maintained) [5] Core Views - The company's Q2 revenue growth is slightly slower than Q1 but meets expectations, with a small single-digit increase across all platforms [1] - The company has signed a formal agreement with the Chinese Olympic Committee, becoming the official sportswear partner for the Chinese Olympic team from 2025 to 2028, with marketing efforts expected to ramp up starting in May [3] - The company anticipates increased resource investment in professional research and sports sponsorships, aiming for long-term positioning in the sports market [4] Revenue and Profit Forecast - Revenue projections for 2025, 2026, and 2027 are estimated at 28.87 billion, 30.32 billion, and 31.75 billion CNY, reflecting year-on-year growth of 0.7%, 5.0%, and 4.7% respectively [4] - The forecasted net profit for the same years is 2.36 billion, 2.81 billion, and 3.22 billion CNY, with a significant drop of 22% in 2025 followed by recoveries of 19% and 15% in the subsequent years [4] Product Performance - In Q2, the running and cross-training categories continue to lead with high single-digit growth, while the basketball category faced a 20% decline [2] - The company is expected to gradually enrich its product offerings related to basketball, especially with the promotion of the "Yushua" series shoes following Yang Hansheng's selection for the NBA [2] Marketing and Sponsorship - The company has initiated its Olympic marketing strategy with the launch of the "Glory" series products, and further marketing activities are anticipated with upcoming events like the Chengdu World Games and the Milan Winter Olympics [3]