Question · Q1 2026
Liping Zhao inquired about the latest updates on the company's offline Direct-to-Consumer (DTC) stores, including the future opening pipeline for 2026, and the expected sales value contribution from these new DTC locations.
Answer
Peng Li, Founder, Chairman, and CEO of Heres Group, stated that the first batch of DTC stores is set to open between late December and early January 2026, with preparations focused on decoration and operational systems. He emphasized that DTC stores are strategic brand experience centers aimed at enhancing brand momentum and user relationships, rather than solely direct sales. Li outlined a prudent, phased expansion strategy, validating profitability and brand impact from initial stores before accelerating replication.
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