微博“寻夫”尘埃落定，丽人丽妆仍未走出业绩泥潭，上半年净利暴跌1315.98％

Core Viewpoint - Shanghai Liren Lizhuang Cosmetics Co., Ltd. reported a significant decline in performance for the first half of the year, with revenue dropping and net profit turning into a substantial loss, indicating ongoing challenges in the market [2][3][4]. Financial Performance - The company recorded a revenue of 831 million yuan, a year-on-year decrease of 13.98% [3]. - The net profit attributable to shareholders was a loss of 32.76 million yuan, a staggering year-on-year decline of 1315.98% [3][4]. - Revenue has been on a downward trend since its peak of 4.155 billion yuan in 2021, with a 37.44% decline in 2024 to 1.728 billion yuan [4]. Market Challenges - The decline in performance is attributed to the termination of partnerships with key brands and a general consumer spending slowdown, leading to pressure on traditional e-commerce [3][5]. - The company heavily relies on e-commerce platforms for revenue, with 91.12% of its main business revenue coming from online retail, primarily through Tmall [4]. - Increased competition in the beauty industry and changing consumer preferences have further complicated the market landscape [5]. Management and Strategic Issues - The company faces internal challenges, including a lack of diversification in brand and platform reliance, which has increased operational risks [5]. - The divorce of the controlling shareholder has raised concerns about the stability of the company's ownership structure and its potential impact on strategic decision-making [6][8]. Future Growth Strategies - In response to declining performance, the company has initiated efforts to enter the Douyin market by establishing a dedicated Douyin division to create live-streaming opportunities for partner brands [11]. - The company aims to enhance its core competitiveness by leveraging data analysis and consumer insights to optimize online sales [4].