Investment Rating - The report assigns a "Buy-A" rating to the company, with a target price of 15.36 CNY based on a 16x PE for 2025 [5][13]. Core Insights - The company reported a revenue of 6.335 billion CNY for H1 2025, a decrease of 8.09% year-on-year, while the net profit attributable to shareholders increased by 31.46% to 1.017 billion CNY [1]. - The decline in revenue is attributed to the company's strategic reduction in low-margin bulk business and a drop in traditional e-commerce sales [1]. - The gross margin improved to 45.84%, up 1.49 percentage points from 2024, due to lower raw material prices [1]. - The company demonstrated strong cost control, with sales, management, and R&D expense ratios decreasing by 1.83, 0.41, and 0.18 percentage points, respectively, compared to 2024 [1]. Business Structure and Market Position - The company operates nine publishing houses, five of which are among the top 100 in the country, and has a leading position in the mass-market book sector [2]. - In H1 2025, the company achieved a market share of 5.25% in the national book retail market, ranking second, and a 6.07% share in the new book retail market, ranking first [2]. - The company is actively exploring innovative business models in the education services market, including promoting campus reading and expanding into vocational education [2]. Financial Performance and Forecast - The company plans to distribute a cash dividend of 0.1 CNY per share, totaling 180 million CNY, continuing its trend of high dividend payouts [3]. - Revenue forecasts for 2025-2027 are 13.32 billion CNY, 13.45 billion CNY, and 13.60 billion CNY, with net profits projected at 1.727 billion CNY, 1.779 billion CNY, and 1.891 billion CNY, respectively [11][12]. - The overall gross margin is expected to be 44.53%, 44.90%, and 45.06% for 2025-2027 [10]. Valuation and Market Comparison - The company is positioned as a leading publishing group with a significant revenue scale, justifying a valuation premium compared to peers [13]. - The average PE of comparable companies is 12.52, while the company is valued at 16 times PE for 2025 [13][14].

Core Viewpoint - The company reported a decline in revenue for H1 2025 but achieved significant growth in net profit, indicating a shift in business strategy and operational efficiency [1][2]. Financial Performance - In H1 2025, the company achieved operating revenue of 6.335 billion yuan, a year-on-year decrease of 8.09% - The net profit attributable to shareholders was 1.017 billion yuan, an increase of 31.46% year-on-year - The net profit excluding non-recurring items was 999.5 million yuan, up 34.54% year-on-year - In Q2 2025, operating revenue was 3.461 billion yuan, down 11.10% year-on-year, while net profit attributable to shareholders was 648 million yuan, up 32.24% year-on-year [1][2]. Business Structure and Market Position - The company adjusted its business structure, reducing low-margin bulk business sales, which contributed to the revenue decline - The general book publishing segment generated revenue of 318 million yuan, a year-on-year increase of 1.78% - The company held a 5.25% market share in the national book retail market, ranking second, and a 6.07% share in the new book retail market, ranking first - The Hunan Xinhua Bookstore focused on the education service market, achieving sales of 338 million yuan in the "Four-dimensional Reading" series, a 9% increase year-on-year [2]. Cost Management - Sales expenses decreased by 9.28% year-on-year, primarily due to a reduction in labor costs - Management expenses fell by 5.94% year-on-year, also attributed to lower labor costs - R&D expenses increased by 4.35% year-on-year [2]. Digital Empowerment and Education Services - The company enhanced its digital capabilities, with "Beike Network" users reaching 8.52 million and "Xiangjiao Smart Cloud" users at 700,000 - The mobile application "A Jia Education" had 6.37 million users, with an addition of 100,000 users in the half-year - The company developed digital course resources using AIGC, enriching learning scenarios and building a digital curriculum system - The company upgraded its exam assessment products and ensured stable operation of the provincial exam platform [3]. Shareholder Returns - In 2025, the company introduced a mid-term dividend plan, proposing a cash dividend of 1.00 yuan per 10 shares (before tax), totaling 180 million yuan, reflecting a commitment to shareholder returns [3]. Investment Rating - The company maintains a "strongly recommended" investment rating, with expectations for net profit growth from 1.746 billion yuan in 2025 to 1.792 billion yuan in 2027, corresponding to PE ratios of 13.5, 13.4, and 13.2 [4].

Investment Rating - The investment rating for the company is "Buy" with a target price of RMB 15.64 [1][5]. Core Views - The company reported a total revenue of RMB 6.335 billion for the first half of 2025, a year-on-year decrease of 8.09%, while the net profit attributable to shareholders increased by 31.46% to RMB 1.017 billion [1][2]. - The decline in revenue is attributed to the company's proactive reduction of low-margin bulk business and a decline in traditional e-commerce channel sales [2]. - The overall gross margin improved to 45.84%, an increase of 1.26 percentage points, mainly due to lower raw material prices [2]. - The company maintains a leading position in the book publishing market, with a market share of 5.25% in the national book retail market and 6.07% in the new book retail market [3]. - The digital education business is advancing, with significant user growth on platforms like Beike and Xiangjiao Zhihuiyun [4]. Summary by Sections Financial Performance - For Q2 2025, the company achieved revenue of RMB 3.461 billion, a year-on-year decrease of 11.10%, while net profit attributable to shareholders was RMB 648 million, an increase of 32.31% [1][2]. - The company plans to distribute a mid-term dividend of RMB 1.00 per 10 shares for 2025 [1]. Market Position - The company ranks second in the overall book retail market and first in the new book retail market, with strong performance in various segments such as education and academic culture [3]. Digital Education Initiatives - The K12 education platform, Beike, has reached 8.52 million users, and the "Xiangjiao Zhihuiyun" platform had over 39 million visits in the first half of 2025 [4]. Profit Forecast and Valuation - The forecast for net profit attributable to shareholders for 2025 is RMB 1.702 billion, with a projected PE ratio of 16.5X for the same year [5].

Core Insights - The company reported a revenue of 6.335 billion yuan, a year-on-year decrease of 8.09%, while the net profit attributable to shareholders was 1.017 billion yuan, a year-on-year increase of 31.46% [1][2] - The company continues to implement a strategy of multiple dividends per year, with a proposed cash dividend of 1 yuan per 10 shares for the mid-2025 period, totaling nearly 180 million yuan [2] Business Performance - In the publishing sector, the company achieved a market share of 5.25% in the national book retail market, an increase of 0.05 percentage points year-on-year, ranking second; in the new book retail market, the share was 6.07%, ranking first [1] - The company’s educational service market initiatives, including the "Four-Dimensional Reading" series and "Primary and Secondary School Reading Action" series, generated sales of 338 million yuan, a year-on-year increase of 9% [1] Digital Education Sector - The total number of users for the "Beike Network" reached 8.52 million, while the "Xiangjiao Smart Cloud" had 700,000 users, with a total platform access of over 39 million times in the first half of the year [2] - The mobile application "A+ Education" had 6.37 million users, with an increase of 100,000 in the half-year period [2] Future Plans - The company plans to focus on cultivating new productive forces, emphasizing the integration of "culture + technology," and aims to enhance operational efficiency and governance capabilities [2] - The company intends to deepen the development of quality content and improve educational service capabilities to drive high-quality growth [2]