同时，为了推动2025年实现盈亏平衡的落地，Keep从业务、团队两方面着手，进行了调整和改进。一 方面，整个业务板块集中能力提升毛利水平，降低部门固定及其他开支，同时在业务投放和集团品牌投 放上，采取更加审慎态度。对于2025年Keep All in AI所带来的支出提升，王宁表示"这不是一个增量型 的投入，而是一个替换式的逻辑做投入"。 运动科技公司Keep(3650.HK)延续涨势，今日盘中一度涨超13%，报6.78港元，4连升，累计最大涨幅接 近30%，股价创5个月新高。 消息面上，近日，Keep召开动员大会，创始人王宁做公司首次盈利后动员发言表示，公司实现盈利来 自于"高质量的业务的增长"和"低质量业务的关停并转"，"这一盈利状况并非偶然"，"我们是持续性的 盈利，增长斜率非常健康"。 日前，Keep发布盈利预告表示，非国际财务报告准则计量下，公司于2025年上半年经调整利润净额约 人民币1000万元。盈利能力改善状况主要得益于：聚焦调优业务结构及收入质量，实现毛利率提升，叠 加AI技术赋能，稳步提高经营效率和组织人效，降低经营费用。 今年2月，Keep宣布all in AI。随即于3月份发布运动健康 ...

Core Viewpoint - Keep has announced a significant improvement in its financial performance for the first half of 2025, with a projected loss of approximately RMB 36 million, a substantial reduction of 78.0% compared to the same period last year, which recorded a loss of RMB 163 million [1] Financial Performance - For the six months ending June 30, 2025, the adjusted net profit is expected to be around RMB 10 million [1] - The improvement in profitability is attributed to a focus on optimizing business structure and revenue quality, leading to an increase in gross margin [1] Strategic Focus - The company is concentrating on two main areas: AI integration in its app and the continued profitability growth of its proprietary fitness products [1] - In AI integration, Keep aims to enhance user experience and engagement through AI-driven sports scenarios and tools [1] - For proprietary fitness products, Keep plans to optimize product structure and introduce new products that meet market demands while expanding sales channels [1] AI Development - In early 2023, Keep's founder announced a commitment to fully integrate AI into its operations, leveraging ten years of accumulated exercise data [2] - The company launched a specialized model, Kinetic.ai, in March, along with the first general AI coach, Kaka, which customizes training plans based on user needs [2] - The updated AI coach, released in May, offers features such as intelligent workout plan generation, training guidance, and tracking of exercise and dietary data [2]