Shares of MOKINGRAN (02585) gained nearly 4% in late trading on the Hong Kong stock exchange, rising 3.68% to HK$26.5 at the time of writing, with turnover reaching HK$56.97 million. The price movement follows the company's 2026 new product launch event held on September 3 at the Shandong Gold Jewelry Intelligent Manufacturing Center, themed "Interwoven Fortune, Dream New Horizons."

At the event, MOKINGRAN unveiled three major new product series: "Interwoven Fortune 3.0," "Filigree Silk Knot," and "Light and Shadow Motion." The launch focused on product rejuvenation and fashion-forward design, representing the company's strategic push to capture the younger consumer segment.

According to the company's interim results announcement, MOKINGRAN generated revenue of RMB 10.175 billion in the first half of the year, with net profit attributable to shareholders of RMB 19.517 million, marking a return to profitability on a year-over-year basis. Looking ahead, the company outlined four core strategic priorities: channel transformation, premium brand upgrading, intelligent manufacturing evolution, and overseas market expansion.

On the channel front, MOKINGRAN is streamlining operations by closing underperforming and loss-making stores while concentrating on high-end shopping districts in key cities. The company is also ramping up its content e-commerce and livestreaming matrix, alongside refined private domain customer operations.