Investment Rating - The report maintains a "Recommended" rating for the company [3]. Core Insights - The company's main brand is under pressure, but the direct sales channel is expanding effectively. The revenue from the main brand, Hai Lan Zhi Jia, decreased by 5.86%, while the revenue from direct sales increased by 17.15% [6]. - The company is actively expanding its new retail business and optimizing its offline store layout, with a significant increase in the number of direct stores [6]. - The overall gross margin improved to 46.35%, an increase of 1.83 percentage points year-on-year, attributed to a higher proportion of direct sales [6]. - The company is also focusing on expanding its sports and outlet business, with a notable increase in overseas market revenue, which grew by 27.42% year-on-year [6]. Financial Forecast Summary - Revenue is projected to grow from 20,957 million yuan in 2024 to 26,086 million yuan in 2027, with a compound annual growth rate (CAGR) of approximately 8.2% [2]. - The net profit attributable to the parent company is expected to increase from 2,159 million yuan in 2024 to 3,001 million yuan in 2027, reflecting a growth rate of 12.6% in 2027 [2]. - The diluted EPS is forecasted to rise from 0.45 yuan in 2024 to 0.62 yuan in 2027, indicating a positive trend in earnings per share [2]. Financial Performance Overview - In the first half of 2025, the company achieved a revenue of 11,566 million yuan, a year-on-year increase of 1.73%, while the net profit decreased by 3.42% to 1,580 million yuan [6]. - The company's cash flow from operating activities is expected to improve significantly, reaching 3,478.60 million yuan in 2025 [8]. - The overall financial ratios indicate a stable performance, with a projected return on equity (ROE) increasing from 12.69% in 2024 to 16.47% in 2027 [7].

Investment Rating - The investment rating for the company is "Buy" [1] Core Views - The company experienced a revenue slowdown primarily due to online sales decline, influenced by a profit protection strategy. The adjustment of the Spobz strategy also contributed to the decrease in net profit [2][3] - The company is expanding its international presence while maintaining growth in established markets like Malaysia, Thailand, Vietnam, and Singapore, with plans to open stores in Sydney, Australia [3] Financial Performance - In H1 2025, the company achieved revenue of 11.566 billion yuan, a year-on-year increase of 1.73%, while net profit attributable to the parent company was 1.580 billion yuan, a decrease of 3.42% [2] - For Q2 2025, the company reported revenue of 5.379 billion yuan, a year-on-year growth of 3.59%, but net profit decreased by 13.92% to 645 million yuan [2] - The gross profit margin improved to 46.4% in H1 2025, up by 1.1 percentage points year-on-year, while the net profit margin decreased to 13.7%, down by 0.7 percentage points [5] Brand and Channel Analysis - The main brand's revenue in H1 2025 was 8.395 billion yuan, a decline of 5.86% year-on-year, while other brands saw significant growth [3] - Direct sales revenue increased by 17.2% to 2.9 billion yuan in H1 2025, while online sales revenue decreased by 4.8% [3] - The company opened 23 new JD Outlet stores, contributing to the growth of its other brands [4] Future Outlook - The company anticipates that online sales, overseas markets, and the Spobz strategy will be long-term growth drivers, with projections indicating that online sales could match offline sales in the next 3-5 years [7] - The revenue forecast for 2025-2027 has been adjusted downwards, with expected revenues of 21.13 billion yuan, 23.16 billion yuan, and 24.32 billion yuan respectively [7] Valuation Metrics - As of August 27, 2025, the closing price was 7.1 yuan, corresponding to a price-to-earnings ratio of 15 for 2025 [7]