Core Points - Dyson's revenue has declined for the first time in 22 years, with a reported revenue of £6.6 billion in 2024, down 7.04% from £7.1 billion in 2023 [2][5] - The company's pre-tax profit fell by approximately 49% to £561 million in 2024 [2] - CEO Hanno Kirner described 2024 as a "difficult but necessary transformation year" for Dyson, despite achieving record global sales of over 20 million units [4] Revenue and Profit Performance - Dyson's revenue for 2024 was £6.6 billion, a decrease from £7.1 billion in 2023, marking the first revenue decline since 2002 [2][5] - The pre-tax profit for 2024 was £561 million, a nearly 49% reduction compared to the previous year [2] Market Position and Competition - Dyson's product sales have weakened in both online and offline markets, with no products listed in the top 10 best-selling hair dryers on a major e-commerce platform [2][6] - In the high-end hair dryer market in China, Dyson's online market share dropped to 7% in the first half of 2024 [6] - Competitors such as Midea and other domestic brands have rapidly gained market share, offering similar or superior products at lower prices [6][11] Consumer Sentiment and Brand Perception - Consumers perceive Dyson products as expensive, with some questioning their value compared to domestic alternatives that offer similar performance [10] - The brand's innovative edge has diminished, with fewer surprises in product offerings, leading to a shift in consumer preferences towards more affordable alternatives [12] Sales Channels and Customer Engagement - Dyson's physical stores have seen significantly lower foot traffic compared to nearby domestic brands like Covos and Pursuit [8] - The lack of customer engagement in Dyson stores indicates a potential decline in brand loyalty and interest [8][10]