营销驱动下的“逆袭”能否持续？

Core Viewpoint - The company Future Wearable Technology Co., Ltd. is seeking to go public in Hong Kong after two unsuccessful attempts at an A-share IPO, leveraging its popular SKG massage devices and celebrity endorsements to capture market share in the smart wearable health device sector [1][2] Group 1: Company Overview - Future Wearable was established in 2007 and specializes in smart soothing wearable devices, health watches, and sports recovery equipment, with applications in home, office, and sports settings [1] - According to Frost & Sullivan, Future Wearable holds a 21.5% market share in China's smart soothing wearable device market as of 2024, making it the market leader by GMV [1] Group 2: Marketing and Sales Strategy - The company has effectively utilized celebrity endorsements, notably from stars like Wang Yibo and Yang Yang, to penetrate the young consumer market, transforming SKG into a "internet celebrity" product in the massage device sector [1] - Sales figures indicate that the company can achieve annual revenue of 1 billion yuan, with a net profit of 500 million yuan over four years [1] Group 3: Financial and Operational Challenges - The company's heavy reliance on marketing has raised concerns, as sales and marketing expenses increased from 18.2% to 22.6% of total revenue from 2022 to the first three quarters of 2025, while R&D expenses decreased from 9.1% to 6.6% during the same period [2] - Future Wearable has faced challenges in its IPO journey, including withdrawal from the Growth Enterprise Market, a brief listing on the New Third Board, and termination of guidance for the Beijing Stock Exchange [2] Group 4: Future Plans and Innovations - To reduce dependence on a single product category and marketing, Future Wearable is expanding its product line, including the launch of a blood pressure and ECG monitoring watch [2] - The company plans to increase R&D investment to explore cutting-edge technologies and build a more resilient and forward-looking innovation ecosystem, with IPO proceeds aimed at enhancing R&D capabilities, brand building, and supplementing working capital [2]