BEIJING, Aug. 23, 2024 /PRNewswire/ -- Keep Inc. ("Keep" or the "Company"), the largest online fitness platform in China, today announced its unaudited interim results for the six months ended June 30, 2024.
2024 Interim Results Highlights
Total revenues were RMB1,037.3 million for the six months ended June 30, 2024, a 5.4% increase from RMB984.7 million for the six months ended June 30, 2023.
Gross profit was RMB477.3 million for the six months ended June 30, 2024, a 12.7% increase from RMB423.7 million for the six months ended June 30, 2023.
Gross profit margin was 46.0% for the six months ended June 30, 2024, compared to 43.0% for the six months ended June 30, 2023.
Adjusted net loss (non-IFRS measure) was RMB160.7 million, compared to RMB223.1 million for the six months ended June 30, 2023.
Adjusted net loss margin narrowed to 15.5% for the six months ended June 30, 2024, compared with 22.7% for the six months ended June 30, 2023.
2024 Interim Operational Highlights
Six months ended June 30,
2024
2023
Average monthly active users ("MAU(s)") (in thousands)
29,660
29,549
Average monthly revenues per MAU (in RMB)
5.8
5.6
Average monthly subscribing members (in thousands)
3,282
3,017
Membership penetration rate
11.1 %
10.2 %
Mr. Wang Ning, Chief Executive Officer of Keep Inc., commented, "We are pleased of our solid performance for the first half of 2024, which is a result of our proactive efforts in propelling our corporate strategies and tactics to meet the various needs of our consumers and communities through the new release of App 8.0 version, expanding portfolio of services and benefits, integrating marketing campaign across online fitness services, smart fitness devices and complementary products, as well as enhancing user trust and consumer sentiment in the Keep brand. We are on track to healthy recovery and are committed to sustaining high-quality development.
Total revenues reached RMB1,037 million, up 5.4% year-over-year, driven by the increased resilience and scale of our monetization initiatives across self-branded fitness products, online membership subscriptions, and advertising sales. By prudently reducing costs and increasing efficiency, our gross profit margin expanded to 46.0% while adjusted net loss considerably narrowed by 28.0% year-over-year. More importantly, we continue to see elevated user experience and activity level as our membership penetration rate increased to 11.1% in the first half of 2024, up from 10.2% in the first half of 2023. Looking ahead, we will continue to implement our strategic priorities of enhancing overall offerings of online content, outdoor categories, AI-centric solution, as well as evaluating potential synergistic cooperation throughout our value chain, driving sustained momentum across our ecosystem for our long-term growth."
2024 Interim Financial Results
Revenues
Total revenues were RMB1,037.3 million for the six months ended June 30, 2024, representing a 5.4% increase from RMB984.7 million for the six months ended June 30, 2023, due primarily to increased revenues from self-branded fitness products and advertising and others.
Revenues from self-branded fitness products were RMB501.5 million for the six months ended June 30, 2024, representing a 7.5% increase from RMB466.4 million for the six months ended June 30, 2023, mainly attributable to the increase in wholesale channels sales, as well as the increased sales of fitness gear and apparel products.
Revenues from online membership and paid content were RMB437.0 million for the six months ended June 30, 2024, representing a 2.6% decrease from RMB448.9 million for the six months ended June 30, 2023, primarily due to a decrease in revenues from virtual sports events, which was partially offset by the increased revenues from online membership.
Revenues from advertising and others were RMB98.9 million for the six months ended June 30, 2024, representing a substantial increase of 42.4% from RMB69.4 million for the six months ended June 30, 2023, primarily attributable to online to offline integrated advertising services.
Cost of revenues
Cost of revenues was RMB560.0 million for the six months ended June 30, 2024, representing a decrease of 0.2% from RMB561.0 million for the six months ended June 30, 2023, primary due to a decrease in cost of online membership and paid content, which was partially offset by an increase in cost of advertising and others.
Cost of self-branded fitness products was RMB343.3 million for the six months ended June 30, 2024, representing a 2.1% increase from RMB336.3 million for the six months ended June 30, 2023, mainly attributable to an increase in sales of self-branded fitness products. Due to economies of scale, the growth rate of costs is lower than the growth rate of revenues.
Cost of online membership and paid content was RMB140.4 million for the six months ended June 30, 2024, representing a 21.8% decrease from RMB179.4 million for the six months ended June 30, 2023. The decrease was mainly attributable to decreases of (i) RMB14.4 million in costs associated with virtual sports events; (ii) RMB9.8 million in content related costs as the Company optimized IP costs associated with third party influencer partnerships; and (iii) RMB5.4 million in employee benefit costs (including related share-based compensation expenses) mainly due to the fluctuation of share-based compensation expenses.
Cost of advertising and others was RMB76.4 million for the six months ended June 30, 2024, representing a 68.5% increase from RMB45.3 million for the six months ended June 30, 2023, mainly attributable to an increase of RMB23.9 million in advertising production costs associated with the expanded advertising services the Company offers and relatively higher cost of certain offline advertising activities.
Gross profit and gross profit margin
Gross profit was RMB477.3 million for the six months ended June 30, 2024, representing a 12.7% increase from RMB423.7 million for the six months ended June 30, 2023.
Gross profit margin was 46.0% for the six months ended June 30, 2024, representing a 3.0 percentage points increase from 43.0% for the six months ended June 30, 2023, mainly attributable to an increase in gross profit margin from online membership and paid content and self-branded fitness products.
Gross profit of self-branded fitness products increased by 21.6% from RMB130.1 million for the six months ended June 30, 2023 to RMB158.2 million for the six months ended June 30, 2024, mainly attributable to the increase in the sales of self-branded fitness products and improvement in gross profit margin.
Gross profit of online membership and paid content increased by 10.1% from RMB269.4 million for the six months ended June 30, 2023 to RMB296.6 million for the six months ended June 30, 2024, as the Company generated higher sales from membership subscription with optimized content related cost.
Gross profit of advertising and others decreased by 6.7% from RMB24.1 million for the six months ended June 30, 2023 to RMB22.5 million for the six months ended June 30, 2024, primarily due to the relatively higher cost of certain offline advertising activities.
Fulfillment expenses
Fulfillment expenses were RMB61.9 million for the six months ended June 30, 2024, representing a 25.8% decrease from RMB83.4 million for the six months ended June 30, 2023, primarily due to optimized warehousing, packaging and delivery expenses.
Selling and marketing expenses
Selling and marketing expenses were RMB323.4 million for the six months ended June 30, 2024, representing a 25.8% increase from RMB257.1 million for the six months ended June 30, 2023, primarily due to increase in promotional and advertising expenses associated with more marketing activities for brand promotion and user acquisition.
Administrative expenses
Administrative expenses were RMB90.5 million for the six months ended June 30, 2024, representing a 19.3% decrease from RMB112.0 million for the six months ended June 30, 2023, primarily attributable to decreases of (i) RMB14.6 million in expected credit loss in accounts receivables because the Company optimized the receivables management measures; and (ii) RMB7.2 million in administrative personnel costs (including related share-based compensation expenses), mainly due to the fluctuation of share-based compensation expenses.
Research and development expenses
Research and development expenses were RMB195.7 million for the six months ended June 30, 2024, representing a 19.6% decrease from RMB243.4 million for the six months ended June 30, 2023, primarily attributable to decreases of (i) RMB39.6 million in research and development personnel costs (including related share-based compensation expenses); (ii) RMB4.6 million in cloud computing service fees; and (iii) RMB2.1 million in outsourcing and other labor costs.
Fair value changes of convertible redeemable preferred shares
Fair value changes of convertible redeemable preferred shares was RMB1.4 billion for the six months ended June 30, 2023. The change in the fair value of convertible redeemable preferred shares was primarily attributable to the changes in the valuation of the Company. The Company did not record any further fair value changes of the convertible redeemable preferred shares following the listing of the shares of the Company on the Main Board of the Stock Exchange (the "Listing") as preferred shares liabilities were redesignated and reclassified from liabilities to equity after automatically converting into ordinary shares upon the Listing.
(Loss)/profit
Net loss was RMB163.4 million for the six months ended 2024, compared with a net profit of RMB1.2 billion for the six months ended June 30, 2023. Net profit for the six months ended June 30, 2023 was primarily due to fair value changes of convertible redeemable preferred shares.
Adjusted net loss (non-IFRS measure)
Adjusted net loss (non-IFRS measure) was RMB160.7 million for the six months ended 2024, compared to RMB223.1 million for the six months ended June 30, 2023.
Liquidity and capital resource
We had cash and cash equivalents of RMB1.4 billion as of June 30, 2024, as compared to
