Core Insights - In 2025, the company celebrates its 30th anniversary but faces significant challenges with declining revenue and net profit after a difficult 2024 [2] - The brand struggles to resonate with younger consumers, who prefer newer brands like Swisse, indicating a shift in market dynamics [3][4] - The company's marketing efforts have not translated into sales growth, with a notable increase in sales expenses without corresponding revenue increases [4][5] Financial Performance - In 2023, sales expenses reached 3.859 billion, a 21.77% increase year-on-year, while revenue growth was only 19.66%, indicating diminishing returns on marketing investments [4] - In the first half of 2025, sales expenses were 1.233 billion, down 32.33% from 1.822 billion, but revenue still declined by 23.43%, showing ongoing challenges in sales momentum [5] - The company reported a 62.62% drop in net profit in 2024, marking the most severe decline in years, with continued revenue decreases into 2025 [5][10] Marketing and Sales Strategy - The company has significantly cut marketing expenses, with advertising costs dropping over 50% in the first half of 2025, yet this has not led to improved sales performance [7][11] - Despite reducing costs, the sales expense ratio reached a historical high of 44.33% in 2024, indicating that marketing efficiency is declining [11] - The company has also reduced R&D expenses by 56.45% in the first half of 2025, which may impact long-term innovation and competitiveness [13] Market Position and Consumer Perception - The brand is losing its appeal among younger consumers, who view it as outdated compared to competitors [3][15] - The company has seen a significant decline in its dealer network, with the number of dealers dropping from 1,070 in 2021 to 640 in 2025 [17] - Revenue from key products like "健力多" has decreased significantly, with a drop from over 1 billion in 2022 to 411 million in the first half of 2025 [17] Challenges and Future Outlook - The company faces a dual challenge of declining sales and increasing competition from new brands and online platforms [14][18] - The traditional sales channels are under pressure, with both online and offline revenues declining significantly [16][18] - The future success of the company hinges on its ability to adapt to market changes, engage younger consumers, and innovate its product offerings [18]

Core Viewpoint - The health supplement market in China is experiencing significant challenges, as evidenced by the poor performance of leading companies like汤臣倍健, which has seen substantial declines in revenue and profit. However, the overall market is still growing, driven by younger consumers seeking health products, indicating a shift in consumer behavior and preferences [3][4][32]. Group 1: Company Performance -汤臣倍健 reported a revenue of 35.32 billion yuan in the first half of 2025, a year-on-year decline of 23.43%, with a net profit of 7.37 billion yuan, down 17.34% [3]. - For the entire year of 2024,汤臣倍健's revenue was 68.38 billion yuan, a decrease of 27.3%, and net profit fell by 62.62%, marking the largest decline since its listing [3][9]. - The company's market capitalization has dropped from a peak of 600 billion yuan to approximately 209 billion yuan, resulting in a loss of nearly 400 billion yuan in value [3][9]. Group 2: Market Trends - The health supplement industry is not in decline; rather, it is evolving, with younger consumers engaging in "punk health" practices, leading to increased spending on health products [5][14]. - Data from 2023 indicates a 255% increase in consumption of uric acid monitoring products among consumers born in the 1990s, with 30% of their spending on immune-boosting supplements [15]. - Brands targeting younger demographics, such as诺特兰德 and Swisse, are thriving by employing innovative marketing strategies and product offerings [16][19]. Group 3: Challenges and Strategies -汤臣倍健's traditional marketing and distribution strategies have become outdated, leading to a significant drop in sales across its product lines [10][11]. - The company has reduced its advertising and marketing expenses, which has further contributed to declining revenues and profits [11]. - Despite launching new products,汤臣倍健 has struggled to capture the younger market, missing out on the e-commerce boom and innovative marketing tactics that competitors have successfully utilized [12][17]. Group 4: Historical Context - The Chinese health supplement market has evolved over nearly 40 years, with discussions around "intelligence tax" continuing as long as consumers fear aging, death, and loss of beauty [21][32]. - The market saw significant growth in the 1990s, but regulatory changes led to a downturn, from which汤臣倍健 and other second-generation companies emerged to dominate the market [31][32]. - Recent data shows that the health supplement market generated sales of 604.1 billion yuan in the first half of 2025, reflecting a growth of 16.2%, with specific categories like sleep management products growing by 53.1% [32].

Group 1 - The market for children's nutritional products, including vitamins and calcium supplements, has shown significant growth, with some categories experiencing over 10 times year-on-year increase in sales volume, and sales in second and third-tier cities growing over 30% [1] - The surge in demand for children's nutritional products has led to an increase in supply and a wider variety of products; however, issues such as unfair competition, exaggerated claims, illegal additives, and price chaos have emerged, harming consumer rights and hindering market expansion [1] - Emphasis on safety is crucial for children's nutritional products, necessitating collaboration among government, enterprises, platforms, and consumers to create a well-ordered and efficient market environment that offers high-quality products [1] Group 2 - Strengthening legal regulation and policy guidance is essential, with authorities urged to ensure compliance with food safety laws and national nutrition plans, enhancing oversight across production, distribution, and consumption of children's nutritional products [2] - Promoting orderly competition and innovation is vital, with companies encouraged to avoid low-level competition and focus on product differentiation and innovation to meet the diverse nutritional needs of children [2] - Expanding sales channels is important for increasing consumer choice, leveraging both offline and online sales advantages to drive market growth, while platforms should enhance responsibility and regulate advertising to create a trustworthy online shopping environment [3]