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 [1][2][4] - The company's pre-tax profit fell by approximately 49% to £561 million, indicating a significant drop in profitability [1][4] - CEO Hanno Kirner described 2024 as a challenging but necessary transformation year for Dyson, attributing the revenue decline to decreased consumer confidence, global business restructuring, and currency fluctuations [4][12] Revenue and Profit Performance - Dyson's revenue of £6.6 billion in 2024 marks the first decline since 2002, with a notable drop in pre-tax profit to £561 million [1][2][4] - Despite achieving record global sales of over 20 million units, this increase did not translate into revenue or profit growth [4][12] Market Position and Competition - Dyson's market share in China has significantly decreased, with its online share in the high-end hair dryer market dropping to 7% in the first half of 2024 [6][12] - The company faces stiff competition from domestic brands like Midea and Leifheit, which offer similar products at lower prices, leading to a loss of market share [6][10][12] - Dyson's products are perceived as expensive, with consumers increasingly favoring local brands that provide comparable performance at a better price [10][12] Consumer Sentiment and Brand Perception - Consumer sentiment has shifted, with many viewing Dyson products as overpriced compared to domestic alternatives that match or exceed their performance [10][12] - The brand's innovative edge has diminished, as recent product launches have not generated significant consumer excitement, leading to a perception of stagnation [12][14] Sales Channels and Customer Engagement - Dyson's physical retail presence is struggling, with lower foot traffic compared to competitors like Midea and Roborock [8][9] - The lack of customer engagement in Dyson stores highlights a growing disconnect between the brand and its consumer base [9][10]

缺席榜单，销量落后国产 文 丨 《BUG》栏目 周文猛 有着"家电界苹果"称誉的戴森，其营收能力正在下滑。 面对惨淡的2024年度业绩表现，戴森首席执行官汉诺·基尔纳（Hanno Kirner）在谈及营收下滑时也感慨 道："2024年对戴森来说是艰难但必要的转型之年"。 其特别提及，2024年戴森销量"达到了历史最高水平"——全球销量超2000万台。但销量的提升，未带来 戴森营收和利润的增长。 另据英国The Telegraph提供的一份财报数据显示，这是戴森自2002年以来首次营收下滑。 由于戴森未进行公开募股，公司财务数据并未完全透明，对于22年来首次业绩下滑一事，戴森中国方面 也并未回应《BUG》栏目问询。不过，《BUG》栏目综合公司公告及多家行业分析报告数据发现，The Telegraph提供的财务数据基本吻合公司历年业绩表现。 在汉诺·基尔纳看来，2024年营收和利润下滑主要系市场消费者信心下降、全球业务重组（含裁员计 划）以及亚洲等地区的货币波动等"一次性问题"影响。但排除所谓"一次性问题"影响外，在中国尤其东 南亚市场，追觅、科沃斯等清洁电器品牌的崛起，以及美的、徕芬等企业电吹风产品线的快速崛起 ...