售价3000元，「网红燕窝」盯上中年男人

Core Viewpoint - Yan Zhi Wu's shift from targeting affluent women to focusing on middle-aged men may not be sufficient to revitalize its brand and sales performance, as evidenced by declining profits and changing consumer preferences [3][5][30]. Financial Performance - In 2024, Yan Zhi Wu reported revenue of 2.05 billion, a year-on-year increase of 4.37%, while net profit fell to 160 million, a decline of 24.18%, marking the first negative growth in net profit in five years [3][15][16]. - The company's online visitor count reached 340 million, up 47.9%, and online orders increased by 36.2%, indicating a disparity between interest and actual purchases [15][16]. Marketing Strategy - The brand has recently engaged Vanke founder Wang Shi as a spokesperson for its new men's product line, which is priced significantly higher than its women's offerings, reflecting a strategy to appeal to a different demographic [4][11][24]. - Yan Zhi Wu's marketing expenses grew by 19.1% in 2024, while revenue only increased by less than 5%, leading to a sales expense ratio of 32%, up from 24-26% in previous years [23][22]. Market Positioning - The brand's attempt to market "men's燕窝" (bird's nest) products is seen as a desperate measure to capture a new customer base, as traditional female-targeted strategies have become less effective [24][35]. - The introduction of products aimed at men, such as the "总裁碗燕" (CEO bowl bird's nest), raises questions about market education and consumer acceptance, given the historical association of燕窝 with women's beauty and health [35][37]. Consumer Response - Initial sales figures for the new product line have been disappointing, with only 65 purchases recorded shortly after launch, suggesting a lack of consumer interest or acceptance [31][32].