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营收增速放缓,主力产品滞增,燕之屋砸下6.7亿销售费用为何换不来增长

Core Insights - Yanzhiwu (1497.HK) reported a revenue of 2.05 billion yuan for 2024, marking a recent high, but the growth rate of 4.37% is significantly slower compared to the previous year [1][2] - The company's sales expenses surged by 19.08% to 670 million yuan, outpacing revenue growth and indicating a structural imbalance in input-output efficiency [1][2] - Net profit fell sharply by 24.18% to 160 million yuan, marking the first instance of "increased revenue but decreased profit" since 2021 [1][2] Revenue and Profit Analysis - The core business of pure bird's nest products showed signs of weak growth, with revenue from this segment only increasing by 0.06% to 1.795 billion yuan in 2024 [4][8] - The decline in net profit is attributed to three main factors: investment in brand high-end strategy, increased production costs due to new factory construction, and conservative consumer spending affecting offline channel revenue [2][4] Marketing and Sales Expenses - The sales expense ratio rose to 32.72% in 2024, a historical high, driven by high endorsement fees and multi-channel marketing activities [2][4] - The company has relied heavily on celebrity endorsements to enhance brand visibility, with notable figures like Wang Yibo and Gong Li joining the endorsement roster in 2024 [2][4] Distribution Channel Performance - Offline channel revenue decreased by 6.1% to 808 million yuan, primarily due to conservative consumer behavior and a slowdown in distributor store expansion [8] - The number of self-operated stores increased by 12 to 108, while distributor-operated stores only saw a net increase of 3 to 650, indicating a significant slowdown in expansion compared to previous years [6][8] E-commerce and Competition - E-commerce revenue reached 1.24 billion yuan, growing by 12.5% and accounting for 60.6% of total revenue, highlighting the increasing importance of online sales channels [7][8] - The competitive landscape in the e-commerce sector is intensifying, with brands like Xiaoxian Dun and Xu Guanghe ramping up their online presence [7][8] Future Strategy and Challenges - The company aims to transition from a single product category to a composite nourishment solution, targeting a doubling of revenue in five years [8] - Despite launching new products like bird's nest porridge, the scale remains small, posing challenges for sustaining overall performance [8]