As mid‑year approaches, the consumer market enters a peak spending window. Seizing this market opportunity, the Group officially launched its mid‑year sales campaign this week, rolling out a comprehensive online‑offline marketing system. A coordination meeting was also held to bring together the strength of various business units, adopting a holistic, multi‑dimensional synergy approach to shape mid‑year marketing, stimulate consumer activity, and achieve a strong start for the Group’s marketing performance.

This sales campaign is a key strategic move by the Group, grounded in market trends and consumer behavior patterns. Focusing on mid‑year consumption scenarios and user needs, the Group has planned integrated online and offline initiatives, driving marketing synergy across channels and divisions. Online, the Group taps into digital trends to create diverse consumption scenarios and strengthen brand‑user emotional connections. Offline, it deepens its presence in physical retail channels, optimizes the in‑store experience, and creates a compelling shopping atmosphere. This builds a mutually reinforcing, deeply integrated online‑offline marketing landscape that covers all consumer needs and delivers a seasonally resonant experience.

To ensure the efficient execution of the sales campaign, heads of the Group’s business divisions gathered for a coordination meeting to discuss mid‑year marketing strategies. The meeting centered on the core campaign goals, clarified development directions and collaboration priorities for each division, and emphasized the need to follow the Group’s overall strategy, break down business silos, and deepen resource integration and sharing. Consensus was reached on key dimensions such as marketing resource allocation, brand visibility, and service system upgrades. A working mechanism featuring top‑down and cross‑functional coordination was established, ensuring efficient handovers across all processes and effective implementation of all initiatives. This strategic deployment and the meeting reflect the Group’s precise understanding and forward‑looking planning of the mid‑year consumer market, while strengthening internal synergy for growth.