Sou Hu Cai Jing·2026-01-08 10:21Core Viewpoint - Grandpa's Farm, a baby food brand, is rapidly growing in the market but faces significant concerns regarding its brand authenticity, production model, food safety issues, and high marketing expenses [1][3][11]. Financial Performance - Revenue for Grandpa's Farm reached RMB 622.39 million in 2023, with a projected increase to RMB 875.35 million in 2024, reflecting a year-on-year growth of 40.6% [3][4]. - The net profit for 2023 was RMB 75.46 million, with a declining net profit margin from 12.1% in 2023 to 11.2% in the first three quarters of 2025 [3][8]. - The gross profit margin was notably high, at 55.5% in 2023, compared to the snack industry average of 26%-28% [3][5]. Product Categories - The high gross margin is primarily supported by the baby food segment, with gross margins of 55.8% in 2023, increasing to 60.7% in 2024 [5]. - The company remains heavily reliant on the baby food segment, which accounted for 93.1% of revenue in 2023, although this is projected to decrease to 80.4% by 2025 [5][6]. Sales and Marketing Strategy - The company heavily relies on e-commerce platforms, with direct sales channels contributing approximately 70% of total revenue [6]. - Marketing expenses have risen significantly, constituting 36.3% of revenue by 2025, indicating a heavy investment in promotional activities compared to only 2.2%-3.2% for R&D [8][9]. Brand Authenticity and Safety Concerns - The brand's "European import" identity has been questioned, as it is primarily operated by a Chinese company, raising concerns about its authenticity [11][13]. - The company has faced multiple food safety issues, including high sodium content in products marketed as "children's use" and instances of product recalls due to non-compliance with safety standards [15][16][18]. Operational Model - Grandpa's Farm operates primarily on an OEM production model, relying on 62 suppliers, which raises concerns about quality control and product consistency [6][18]. - The company has not established significant in-house production capabilities, which may hinder its ability to maintain quality standards [6][18].