Core Viewpoint - The stock price of Pop Mart (9992.HK) has been rising continuously this year, leading to increased market interest in its A-share partner, Yuanlong Yatu (002878.SZ), which has seen a rapid increase in stock price, with a cumulative rise of over 62% in just eight days [2][11]. Company Overview - Yuanlong Yatu, officially known as Beijing Yuanlong Yatu Cultural Communication Co., Ltd., was established in 1998 and is a leading innovative integrated marketing service provider in China. The company was listed on the Shenzhen Stock Exchange in June 2017 [5]. - As a national high-tech enterprise, Yuanlong Yatu has seen a rapid increase in patent applications, exceeding 400 by the end of 2024 [6]. Financial Performance - The company has experienced a significant decline in performance over the past two years, reporting its first annual loss since its listing in 2024, with a loss of 184.1 million yuan. The gross profit margin has also reached a new low [10]. - The first quarter of 2025 showed a net profit of 24.77 million yuan, a year-on-year decrease of 13.74%, although the gross profit margin showed a noticeable recovery [10]. Market Dynamics - The new media marketing industry is facing intensified competition, which has slowed the growth of Yuanlong Yatu's related businesses and negatively impacted its performance in 2024 and the first quarter of 2025. This led to a one-time full impairment of goodwill amounting to 171 million yuan by its subsidiary, Qianma Network, resulting in a loss on the consolidated financial statements for 2024 [10]. - Despite poor performance, Yuanlong Yatu's stock price surged, with a cumulative increase of over 43% in June alone, and an annual increase of over 66%, marking its best performance since listing [11]. Strategic Initiatives - Yuanlong Yatu is actively pursuing a "Big IP + Technology" strategy, expanding its presence in the C-end market through various channels, including self-operated cultural and creative life museums, specialty stores, and pop-up stores [10]. - The company has entered into a strategic cooperation agreement with Jiangsu Registration and Settlement Center to develop digital cultural products, indicating a focus on digital innovation [13][16]. Digital Innovation - The company’s subsidiary, Shanghai Owa Universe Digital Technology Co., Ltd., has launched the "Gao Mi" digital avatar project, which has gained significant attention and is part of the digital asset trading market [15]. - The "Gao Mi" digital avatars have seen their trading prices soar, with some exceeding 23,000 yuan, reflecting the growing interest in digital collectibles [15].