回收市场“退烧”，业绩“褪色”：片仔癀的提价策略失灵了

Core Viewpoint - After disclosing the third-quarter report, the company's stock price has experienced a continuous decline, dropping over 60% from its peak, indicating significant market challenges and performance issues [1][2]. Financial Performance - In the first three quarters of 2025, the company reported a revenue of 74.42 billion yuan, a year-on-year decrease of 11.93%, and a net profit attributable to shareholders of 21.29 billion yuan, down 20.74% year-on-year [4]. - The pharmaceutical manufacturing sector's revenue decline is the primary reason for the company's poor overall performance, with the core product "Pian Zai Huang" facing significant cost pressures [4][5]. - The company's pharmaceutical manufacturing revenue reached 40.16 billion yuan, a year-on-year decrease of 12.93%, while the main business costs increased by 6.81% year-on-year, leading to a reduction in gross profit margin by 7.51 percentage points [5]. Product Performance - The core product for liver disease treatment generated a revenue of 38.8 billion yuan, down 9.41% year-on-year, while cardiovascular medication revenue plummeted by 65.2% to 93.44 million yuan [6]. - The cost of the liver disease medication was 15.09 billion yuan, reflecting a year-on-year increase of 20.64%, resulting in a gross margin of 61.11%, down 9.68 percentage points [7]. Pricing Strategy - The company's pricing strategy, which had previously supported growth, is now failing, as evidenced by the inability to fully pass on cost increases to consumers, leading to suppressed market demand [2][11]. - The company raised the retail price of its main product, Pian Zai Huang, from 590 yuan to 760 yuan in May 2023, marking the largest price increase in history, but this has not translated into sustained sales growth [12][14]. Market Dynamics - The prices of Pian Zai Huang products have seen a decline in the second-hand market, with current buyback prices ranging from 450 to 500 yuan, indicating a cooling market [16]. - During recent e-commerce promotional events, the retail price of Pian Zai Huang has fallen below the official price, with some online platforms offering it for as low as 547 yuan per piece [17][18].