MCLON(SZ:300945)2023-09-01 10:23Group 1: Company Performance and Strategy - The company expects the gold consumption trend in the second half of the year to remain stable, similar to the first half, with optimistic sales outlook for gold compared to embedded products [3] - The e-commerce strategy has two main enhancements: a shift to full value chain improvement and significant increase in online multi-channel efforts [3] - The company aims for a double-digit net growth in the number of new stores this year, focusing on both franchise and direct stores [4] Group 2: Marketing and Sales Initiatives - The company is the official jewelry licensee for the Hangzhou Asian Games, with sales expected to surge during and after the event based on past experiences [3] - Sales on the Tmall platform doubled in the first half of the year, with plans for product structure adjustments and focus on key product lines in the second half [3] - Marketing strategies include a combination of product promotion through social media platforms and offline brand activities [4] Group 3: Digital Transformation and Competitiveness - The company has made significant progress in digital transformation since 2019, including real-time data reporting and supply chain digitization [4] - The brand positions itself as everyday jewelry, aligning with consumer trends, and leverages social media for marketing management [4] - The company is focused on integrating online and offline sales, with physical stores serving as experience centers and credibility enhancers [4] Group 4: Product Development and Profitability - The company has increased the proportion of high-margin gold products, with expectations for further improvement in gross margins due to rising consumer interest in gold [5] - The company has completed the R&D of cultivated diamonds and is preparing for online market entry [3] - The investment return period for stores varies by location, with direct stores in Zhejiang expected to achieve returns within 1-1.5 years [4]