牙刷一年亏损8000万，剃须刀难盈利：离开吹风机的徕芬陷增长困境

Core Viewpoint - The article discusses the challenges faced by the company, Lefun, particularly in the electric toothbrush and shaver markets, highlighting issues with pricing, competition, and product development [5][9][21]. Group 1: Product Launch and Market Position - Lefun's second-generation electric toothbrush was launched quietly on December 15, with a starting price of 399 yuan, significantly higher than the first generation's 249 yuan [5]. - The new toothbrush addresses previous issues such as charging contact oxidation and includes new features like pressure reminders, but faces stiff competition from Usmile, which offers similar products at lower prices [6]. - Lefun's marketing strategy of offering a 30% discount for old users has been criticized for being less beneficial than selling the old product on second-hand platforms [6]. Group 2: Financial Performance and Growth Challenges - Lefun's GMV target for 2025 is 6 billion yuan, but its performance in recent sales events has been disappointing, with a 40% decline in GMV from 5 billion yuan in 2024 to just over 3 billion yuan this year [11]. - The company has seen a decline in growth rates, with double 11 sales increasing from 2.9 billion yuan in 2022 to 5 billion yuan in 2024, but the growth rate has dropped from 51.7% to 13% [11]. - Lefun's electric toothbrush line reported a net loss of 80 million yuan in 2024, despite initial strong sales [16]. Group 3: Strategic Shifts and New Product Development - Lefun is attempting to diversify its product offerings by entering the floor cleaning machine market, which has shown significant growth potential [29][30]. - The company is also planning to open 300 physical stores in key cities to enhance its market presence [29]. - Despite the ambitious plans, the company faces challenges in product development, particularly in the highly competitive and mature market of electric shavers, where it has struggled to achieve profitability [21][24]. Group 4: Competitive Landscape and Market Dynamics - The electric shaver market is experiencing a decline, with a 9.5% drop in retail volume and an 8.1% decrease in retail value in 2024 [26]. - Lefun's strategy of competing on price has led to low profit margins, making it difficult to sustain growth against established competitors [27]. - The company is at a crossroads, needing to innovate and find a breakthrough product to regain its status as a market leader [33].