Core Viewpoint - The article highlights the declining performance of Juzhibio (巨子生物) and its main brand, Kefu Mei (可复美), during the "Double Eleven" pre-sale period, leading to a significant drop in stock price and market value [3][5]. Company Performance - Juzhibio's stock price fell to a new low of HKD 40.40 per share, with a total market value of HKD 43.3 billion, marking a 53.46% decline from its peak of HKD 86.8 per share in May [3][5]. - Kefu Mei's sales during the "Double Eleven" pre-sale were underwhelming, with a reported GMV of HKD 0.5-0.75 billion on Douyin, down from over HKD 1 billion in the same period last year [3][4]. Market Competition - The market for recombinant collagen products is growing rapidly, with a projected CAGR of 44.93%, expected to reach RMB 2,193.8 billion by 2030 [6]. - Juzhibio's revenue is forecasted to increase from RMB 2.364 billion in 2022 to RMB 5.539 billion in 2024, while its net profit is expected to rise from RMB 696 million to RMB 2.062 billion in the same period [6]. Brand Strategy and Challenges - Kefu Mei has faced challenges due to a previous controversy regarding its collagen stick product, which has negatively impacted its sales performance [3][4]. - Juzhibio's marketing expenses reached HKD 10.58 billion in the first half of the year, accounting for 34.01% of total revenue, as the company seeks to maintain growth amid increasing competition [7].