Core Viewpoint - The collaboration between Wang Shi and Yan Zhi Wu for the "President's Bird's Nest" product has not yielded the expected sales results, indicating challenges in penetrating the male market and the overall performance of the brand [1][3][4]. Sales Performance - The "President's Bird's Nest" was priced at 3168 yuan for a box containing six bowls, with only 65 purchases recorded by April 22 [1][3]. - Yan Zhi Wu's financial report revealed a revenue increase of 4.37% to 2.05 billion yuan, but net profit fell significantly by 24.18% to 160 million yuan [6][5]. Marketing Strategy - Yan Zhi Wu has invested heavily in marketing, with a reported increase in sales expenses by 19.08% to 670 million yuan, yet this did not translate into substantial revenue growth [10][9]. - The brand has previously engaged high-profile endorsements, including international star Gong Li and youth idol Wang Yibo, to target diverse consumer groups [9][10]. Market Challenges - The fresh bird's nest market is becoming increasingly competitive, with brands like Xiao Xian Dun and Guan Yan Zhan gaining traction, making it difficult for Yan Zhi Wu to maintain its leading position [11][4]. - The overall growth rate of the bird's nest market has slowed, and Yan Zhi Wu is facing challenges from both market saturation and increased competition [11][12]. Product Development and R&D - Yan Zhi Wu's investment in research and development is relatively low compared to its marketing expenditures, with R&D spending at 28.54 million yuan, highlighting a potential imbalance in resource allocation [14][15]. - The efficacy of bird's nest products is difficult to quantify, which may hinder consumer acceptance and market penetration [13][14]. Future Outlook - The company aims to expand into the male health market, recognizing the growing interest among men in health products, although the acceptance of bird's nest products remains uncertain [12][11]. - Analysts suggest that Yan Zhi Wu should explore new markets and product categories to leverage its brand value and distribution channels for future growth [15].

Core Insights - Yanzhihua is struggling to penetrate the male market despite high-profile endorsements, as evidenced by the poor sales of its high-priced product, the "President's Bird's Nest" [1][5] - The company's overall performance has declined significantly, with a 24.18% drop in net profit and only a 4.37% increase in revenue for the previous year [1][3] - The marketing strategy, which heavily relies on celebrity endorsements, has not yielded the expected results, leading to a reconsideration of target demographics [3][5] Group 1: Company Performance - Yanzhihua's revenue for the previous year was 2.05 billion yuan, with a net profit of 160 million yuan [1] - The company spent 670 million yuan on marketing, which did not translate into significant sales growth, as pure bird's nest product revenue only increased by 0.06% [3][8] - The e-commerce segment contributed 60.6% to total revenue, while offline sales accounted for 39.4% [4] Group 2: Marketing Strategy - The dual endorsement strategy featuring international star Gong Li and youth idol Wang Yibo aimed to attract a diverse consumer base, particularly targeting young women [3][5] - Despite the marketing efforts, the introduction of the "President's Bird's Nest" has not resonated with male consumers, who remain skeptical about the product's efficacy [7][8] - The company is attempting to shift its focus to the male market, which has shown increasing interest in health products, but faces challenges due to the high price point and unclear product benefits [6][7] Group 3: Industry Context - The instant bird's nest market is competitive, with brands like Xiaoxian Dun and Guanyanzhan posing significant challenges to Yanzhihua [2][4] - The overall growth rate of the bird's nest market has slowed, and Yanzhihua's unique market position is under threat from emerging competitors [4][8] - The male health supplement market is expanding, with a notable increase in male consumer interest, but Yanzhihua's product may not meet their functional needs [6][7]