Investment Rating - The investment rating for the company is maintained at "Hold" with a target price of RMB 28.30 [1][5]. Core Insights - The company, Diya Co., is a leading brand in China's diamond ring industry, actively expanding its gold product line and optimizing its channel layout, showing gradual improvement in performance [1]. - For the first three quarters of 2025, the company achieved revenue of RMB 1.156 billion, a year-on-year increase of 4.0%, and a net profit attributable to shareholders of RMB 103 million, a significant increase of 408.0% year-on-year [1][5]. - The company continues to optimize inefficient stores and has introduced new products, which have driven a rapid increase in same-store sales [1][3]. Revenue and Profitability - Online self-operated revenue for the first three quarters of 2025 reached RMB 230 million, a year-on-year increase of 45.8%, while offline direct sales revenue was RMB 820 million, a decrease of 5.0% due to net store closures [2]. - The overall gross margin for the company in the first three quarters was 66.4%, an increase of 0.8 percentage points year-on-year, with core business gross margin at 68.0%, up 2.3 percentage points [2]. Store Optimization and Efficiency - The company closed 32 stores during the first three quarters of 2025, with a net store closure rate slowing down compared to the previous year [3]. - The average revenue per store increased to RMB 2.65 million, a year-on-year growth of 31%, while sales and management expense ratios improved significantly [3]. Product Innovation and Market Expansion - The company focuses on two emotional expression scenarios: "Proposal" and "Wedding," with new product launches in the gold jewelry category [4]. - Diya Co. is actively expanding into overseas markets, achieving significant exposure on platforms like TikTok, with a total exposure of 689 million times by the first half of 2025 [4]. Earnings Forecast and Valuation - The net profit forecasts for 2025 and 2026 have been adjusted downwards by 52% and 44% to RMB 136 million and RMB 203 million, respectively, with a new forecast for 2027 at RMB 251 million [5][12]. - The company is currently in a brand transformation phase, leading to significant earnings volatility, and a price-to-book (PB) valuation method is now applied, with a target price set at RMB 28.30 [5].

Financial Performance - In the first three quarters of 2025, the company achieved a revenue of 1.156 billion CNY, a year-on-year increase of 4.03% [3] - Net profit attributable to shareholders reached 102.54 million CNY, a significant increase of 407.97% compared to the previous year [3] - Single-store revenue was 2.6456 million CNY, reflecting a growth of 30.77% year-on-year [3] - Online self-operated business generated 226 million CNY in revenue, up 45.79% year-on-year [3] Operational Efficiency - The company optimized its brand and improved the efficiency of online and offline channel operations, leading to a significant reduction in operational costs [3] - The total number of stores decreased by 60, resulting in a total of 341 stores, yet revenue still grew by 4.03% [3] - Sales expenses decreased significantly, with rent, decoration, and labor costs combined reducing by 91.67 million CNY [3] Product Strategy - The company focuses on emotional expressions through its product offerings, particularly in the "proposal" and "wedding" categories [4] - New product launches include the "One Life One Love" series of gold rings and the "DR Golden Crown" wedding five metals, both designed to meet modern consumer needs [4] - The company aims to enhance its product line to improve customer repurchase rates, particularly targeting the 35+ age group, which contributes over 20% to revenue [9] Channel Development - The company closed 48 underperforming stores and opened 16 new ones, resulting in a net decrease of 32 stores [6] - Single-store operational efficiency improved, with revenue per store increasing by 30.77% [6] - Future plans include enhancing brand presence in core urban areas and expanding into lower-tier cities [6] Online vs. Offline Strategy - The overall gross margin for the company was 66.40%, showing improvement due to optimized product sales structure [7] - The company maintains a unified product structure across online and offline channels to ensure brand consistency [7] - Online channels reach a broader audience, particularly younger consumers, while offline channels focus on experiential service [7] International Expansion - The company plans to expand into the U.S. market, focusing on diamond and wedding ring categories, leveraging its successful domestic strategies [11] - Future international expansion will also target Southeast Asia and Europe, building a global market network [11] - The company is exploring multi-brand development opportunities, capitalizing on the current low valuations of global jewelry brands [11]