Core Viewpoint - The performance of Fulejia (301371.SZ), known as the "first stock of facial masks," continues to deteriorate, with Q3 net profit declining nearly 45% year-on-year, indicating a worsening trend compared to the previous two quarters [1] Financial Performance - In the first three quarters, the company achieved operating revenue of 1.297 billion yuan, a year-on-year decline of 11.54% - The net profit attributable to shareholders was 325 million yuan, down 36.73% year-on-year - The first quarter started poorly, but revenue saw slight growth in the second quarter due to promotional events like "618," only to decline again in the third quarter, with both revenue and net profit showing increased declines [1] Cash Flow and Expenses - The operating cash flow also showed negative trends, with net cash flow from operating activities decreasing by 48.52% year-on-year due to reduced cash receipts from sales and increased marketing expenses - Sales expenses for the first three quarters amounted to 621 million yuan, an increase of 26.19% year-on-year, highlighting the ongoing issue of marketing dependency [1] Industry Context - Analysts suggest that the company's brand and product line are relatively singular, making it overly reliant on the "Fulejia" brand and facial mask category during a downturn in the beauty industry - The facial mask category is reportedly trapped in a "low-price spiral," with over half of the top 10 brands on Douyin seeing single-piece prices drop to single digits in the first half of 2025 - The decline in facial mask prices has led to a noticeable decrease in the enthusiasm of beauty companies to launch new products, with a significant drop in new product registrations expected in 2024 [2] Market Expectations - The cooling of the facial mask segment reflects a broader downturn in the beauty industry, prompting many listed beauty companies to pursue external mergers and acquisitions to enhance competitiveness - There are market expectations for Fulejia to demonstrate progress in brand or product line expansion amidst these industry challenges [2]
面膜产品陷“低价螺旋”困境，敷尔佳Q3业绩降幅扩大