Chow Tai Fook Jewellery generated approximately HK$2.8 billion in retail sales from its new signature collection, Dawn, by the end of September. The line, launched in April, brought in more than HK$870 million in its initial three months before adding nearly HK$2 billion in the following quarter.

The product success unfolded alongside an ongoing contraction of the company’s retail network. Total retail value slipped 0.5 per cent year on year for the three months ended September 30, even as group profit for the fiscal first half jumped between 90 per cent and 100 per cent.

Accounting adjustments drove the bottom-line expansion: fair value gains recognized on gold loan contracts replaced losses recorded during the prior-year period. These paper gains on bullion hedge positions offset an uneven retail performance across regional channels.

The jeweller ran 5,192 points of sale at the end of September, down net 242 locations from June. Across mainland China, the company opened 23 retail points and shut 263, pushing ahead with an estate consolidation plan that discards underperforming doors.

Directly operated stores in the mainland managed a 2.2 per cent rise in same-store sales during the second fiscal quarter. Franchised locations told a different story, falling 2.9 per cent by the same measure.

Mainland sales volumes dropped 9.7 per cent on a same-store basis. Higher ticket sizes absorbed part of the traffic decline. Mainland average selling prices for weight-based gold jewellery rose to HK$10,200 from HK$9,500 a year earlier.

Mainland operations generate more than 83 per cent of group retail value, leaving total group turnover exposed to domestic mainland demand.

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