DEEJ(SZ:000423) Qian Zhan Wang·2025-08-08 08:12Core Insights - The Chinese ejiao industry has experienced significant fluctuations in retail terminal sales, with a notable increase in 2023 followed by a projected decline in 2024 [3][5] - Major ejiao manufacturers are rapidly expanding their online sales channels to adapt to the growing e-commerce landscape and changing consumer behaviors [6][9] Sales Performance - In 2023, the retail terminal sales of ejiao reached approximately 6.5 billion yuan, marking an 11.8% year-on-year increase, the highest growth rate in six years [3] - The retail terminal sales of compound ejiao paste in 2023 were 2.017 billion yuan, reflecting a 41.3% year-on-year growth, but are expected to decline to 1.7 billion yuan in 2024 [5] Sales Channels - The primary sales channels for ejiao products include hospitals, supermarkets, retail pharmacies, direct specialty stores, and online e-commerce platforms [1] - East Ejiao has focused on building and maintaining online sales channels, achieving over 30% year-on-year growth in sales GMV for its products in the first half of 2024 [1][9] - Other manufacturers, such as Fupai Ejiao, are also leveraging online sales strategies, including live streaming and community marketing, to enhance their market presence [9] Manufacturer Strategies - East Ejiao emphasizes a multi-channel approach, integrating online and offline sales to reach a broader consumer base, particularly younger demographics [9] - Fupai Ejiao has developed a comprehensive online and offline strategy, including partnerships with live streaming influencers and community marketing initiatives [9] - Tongrentang has expanded its offline presence with 1,270 stores across 190 cities and is actively engaging in online platforms like Tmall and JD Health [10] Market Outlook - The overall outlook for the ejiao market indicates a challenging environment in 2024, with expected declines in sales due to weaker consumer demand and a sluggish retail pharmacy sector [3][5]