Core Viewpoint - Vanke's founder Wang Shi endorses the bird's nest brand Yanzhihua, which is facing significant growth challenges as its profits have declined for the first time in five years, prompting a strategic shift to target the male consumer market [1][12][15]. Group 1: Brand Endorsement and Product Pricing - Wang Shi's endorsement of Yanzhihua's "President Bowl" bird's nest, priced at 3168 yuan for six bowls, positions it significantly above the average price of 160 yuan per bowl for similar products [5][12]. - The product is marketed as a high-end offering with more premium ingredients, including a higher quantity of bird's nest and additional supplements like ginseng [5][6]. Group 2: Financial Performance - Yanzhihua reported a revenue of 2.05 billion yuan for 2024, reflecting a year-on-year growth of 4.37%, but its profit fell to 160 million yuan, a decline of 24.18% compared to the previous year [12][13]. - This marks the company's worst performance since 2020, with revenue growth slowing to single digits for the first time [12][13]. Group 3: Market Strategy and Consumer Perception - The company aims to redefine the bird's nest consumer demographic by targeting male consumers, which is seen as a bold innovation attempt [15]. - Consumer reactions to Wang Shi's endorsement are mixed, with some questioning the product's efficacy and the rationale behind a successful entrepreneur endorsing a health product [9][15]. - Analysts suggest that while the endorsement may initially boost visibility, the long-term impact on sales and brand perception remains uncertain [15].