Core Viewpoint - The company Fulejia, known as the "first stock in medical beauty masks," has reported a significant decline in both revenue and net profit for the first half of 2025, marking its worst performance since going public [2][3]. Financial Performance - The company's revenue decreased by 8.15% to 863 million yuan, down from 940 million yuan in the same period of 2024, marking the first negative growth in half-year revenue since its listing [2][3]. - Net profit fell by 32.54% to 230 million yuan, down from 341 million yuan year-on-year, with non-recurring net profit nearly halved, dropping by 48.66% [2][3]. - In Q1 2025, revenue was 301 million yuan, a significant decline of 26.39%, while net profit was 91 million yuan, down 39.77% [3]. - Q2 2025 saw revenue of 562 million yuan, a slight increase of 5.9%, primarily driven by online promotions of cosmetic products, but net profit still declined by 26.72% to 138 million yuan [3][4]. Cost Structure and Profitability - Sales expenses surged to 420 million yuan in the first half of 2025, a year-on-year increase of 39.56%, accounting for 48.67% of total revenue [4][8]. - The gross margin for cosmetic products decreased by 1.11 percentage points to 80.42%, despite a revenue increase of 29.95% to 625 million yuan [7][8]. - Medical device product revenue plummeted by 48.07% to 238 million yuan, significantly impacting overall profitability [5][6]. Market and Regulatory Environment - New regulations from the National Medical Products Administration in 2025 require greater transparency in raw material safety information, increasing compliance costs for medical beauty companies [7]. - The company faces challenges from increased regulatory scrutiny and a competitive market, which has led to a decline in consumer trust due to over-promotional practices [7][11]. Strategic Recommendations - Experts suggest that the company should enhance R&D investment to improve product innovation and diversify its distribution channels, particularly by strengthening partnerships with offline medical beauty institutions [11]. - There is a need for the company to shift its focus from heavy marketing expenditures to building a robust product development strategy to regain market confidence and ensure long-term sustainability [11].