On August 24, Beijing Zhidemai Technology Co., Ltd. released its semi-annual report for 2026.

During the reporting period, the company achieved operating revenue of approximately RMB 619 million, representing a year-on-year increase of 6.43%. Total profit reached approximately RMB 13.74 million, up 53.45% year-on-year, while net profit excluding the impact of share-based payments stood at approximately RMB 15.73 million, an increase of 9.25% year-on-year.

Looking at the overall operational performance, Beijing Zhidemai Technology Co., Ltd. maintained revenue growth in the first half of the year with improvements on the profit side, although the absolute profitability level remains relatively modest. In recent years, the company has continued to advance its business restructuring, doubling down on AI technology applications and intelligent marketing while consolidating its "What is Worth Buying" consumer content platform, in an effort to explore new growth avenues.

The core business of Beijing Zhidemai Technology Co., Ltd. remains centered around consumer content, consumer data, and marketing services. Its "What is Worth Buying" platform has long relied on consumer content and its user community to accumulate traffic, assisting users in making purchasing decisions through product recommendations, consumer reviews, and other content.

However, amid shifting internet traffic dynamics and intensifying competition among content platforms, the traditional consumer content business is facing pressures such as rising user acquisition costs and evolving monetization efficiency.

Against this backdrop, AI has become the company's key investment focus in recent years.

According to the financial report, AI-related business revenue for the first half of the year reached approximately RMB 68.52 million, accounting for about 11% of total revenue. The company is building out its presence in areas such as large language models, consumer databases, intelligent agents, and AIGC content production, applying AI across multiple operational segments including content generation, consumer search, and marketing services.

In the consumer content segment specifically, the company continues to drive the AI-powered upgrade of "What is Worth Buying," including optimizing search, content production, and user recommendation mechanisms through AI. The company disclosed that as of the end of June this year, its platform had approximately 32.7 million registered users and an average of about 38.29 million monthly active users, with user numbers remaining relatively stable.

From a user growth perspective, the platform is still in a phase of managing its existing user base.

Compared with the earlier stage of rapid expansion driven by content and traffic, consumer decision-making platforms now face industry trends such as fragmented user attention and shifting content consumption habits. Whether AI-powered search and intelligent recommendations can further boost user engagement and translate into higher commercial value remains to be seen over time.

On the marketing front, AI is also becoming an important tool for enhancing the company's service capabilities. Through its marketing arm, Beijing Zhidemai Technology Co., Ltd. provides brand clients with content marketing, product promotion, and performance conversion services. This year, the company has begun using AI in areas such as intelligent product selection, audience matching, and creative asset generation to improve marketing efficiency.

On the other hand, competition in the AI marketing space is also intensifying. As large model capabilities become increasingly widespread, a growing number of internet platforms and marketing service providers are beginning to develop similar capabilities.

For Beijing Zhidemai Technology Co., Ltd., whether AI can create a differentiated advantage ultimately hinges on whether the consumer data and user insight capabilities accumulated over the long term can be transformed into more competitive service offerings.

It is also worth noting that the company is exploring ways to open its consumer data capabilities to the external AI ecosystem.

In May 2025, the company launched the "Haina" MCP Server, making portions of its consumer content and product data capabilities available for external models and intelligent agents to access. In the first half of this year, its content output volume reached 2.24 billion calls, a 474.36% increase compared to the second half of 2025.

From a financial standpoint, Beijing Zhidemai Technology Co., Ltd. saw year-on-year profit improvement in the first half, but profit levels remain influenced by factors such as business investment and market competition. The company's future growth will continue to depend on the stable development of its core consumer service business, along with AI-related operations gradually generating revenue at scale.

Overall, Beijing Zhidemai Technology Co., Ltd. is in the process of transitioning from a traditional consumer content platform to an AI-driven consumer services platform.

AI provides the company with a new technological direction, but at the current stage, the AI business is still in its incubation period. Whether it can become a long-term growth engine will depend on the pace of commercial adoption and the evolving competitive landscape.