Core Viewpoint - Fulejia, once a leader in the beauty mask industry, is facing significant challenges including declining performance and intensified competition [1] Financial Performance - In 2024, Fulejia reported revenue of 2.017 billion yuan, a year-on-year increase of 4.32%, while net profit fell to 661 million yuan, a decrease of 11.77% [1] - For Q1 2025, both revenue and net profit declined, with revenue at 301 million yuan, down 26.39%, and net profit at 91.384 million yuan, down 39.77% [1] - In 2023, net profit was 749 million yuan, a decrease of 11.56%, with sales expenses reaching 532 million yuan, accounting for 27.51% of revenue [1] Marketing and Cost Structure - Fulejia has been heavily investing in marketing, with sales expenses projected to reach 748 million yuan in 2024, a 40.53% increase, representing 37.08% of revenue [1] - Research and development expenses remain low, at 34.82 million yuan in 2024, only 1.73% of revenue [1] - The company is experiencing high costs associated with influencer marketing, which has been identified as a burden [1] Competitive Landscape - Fulejia's former partner, Hasanlian, is entering the competitive space with similar products and has announced plans to sell up to 18 million shares of Fulejia stock [1] - Hasanlian's R&D investment is three times that of Fulejia, indicating a more robust approach to product development [1] - The beauty industry is becoming increasingly competitive, making it difficult for Fulejia to differentiate itself and regain its former market position [1]

这可能是一个足以载入商学院教案的故事，一个关于面膜的故事。 现了大量成交均价0 . 3 5元/片的面贴膜以及成交均价0 . 2元甚至0 . 0 5元的泥膜。线上零售额可比 同比下降1 4 . 3 9%，销量可比同比下降2 1 . 0 5%，市场罕见出现了"衰退"迹象。 回顾面膜市场从2 0 11年到2 0 2 2年的发展历程，基本可以总结为"野蛮生长→ 资本涌入 → 过度 竞争 → 价格崩塌→ 市场萎缩" 5个重要阶段。这种由于过度竞争引发价格崩塌进而引发市场萎 缩的现象，我们姑且称为"内卷陷阱"。 但值得注意的是，这并不是故事的大结局。 从《FBe a u t y未来迹》获取的数据来看，中国面膜市场目前正在逐步摆脱"内卷陷阱"。 首先，从成交均价上来看，已经从2 0 1 9年的5 6 . 3 8元/件上升到2 0 2 4年的8 9 . 0 1元/件。在极致 竞争下，面膜品类成交均价的回升意味着消费者对面膜产品溢价空间的认可度在提升。 其次，中国面膜市场的规模仍在持续扩大，且恢复两位数高增长。 据 诺 斯 贝 尔 联 合 用 户 说 发 布 的 《 2 0 2 5 中 国 面 膜 市 场 创 新 与 全 球 ...