证券研究报告 公司研究 [Table_ReportType] 公司点评报告 [Table_StockAndRank] 登康口腔(001328) 投资评级 上次评级 [Table_Author] 姜文镪 新消费行业首席分析师 执业编号：S1500524120004 邮箱：jiangwenqiang@cindasc.com [Table_OtherReport] 相关研究 登康口腔：全渠道份额扩张、产品结构 升级 核心逻辑加速兑现，24Q4 有望超预期 增长 [Table_S 事件：公司发布 ummary] 2025 年半年度报告。2025H1 公司实现收入 8.42 亿元 （yoy+19.7%），归母净利润 0.85 亿元（yoy+17.6%），扣非净利润 0.69 亿 元（yoy+25.7%）。25 单 Q2 实现收入 4.11 亿元（+20.1%），归母净利润 0.42 亿元（+19.7%），扣非归母净利润 0.34 亿元（+24.0%）。 点评：电商渠道高速增长，核心品类稳健放量。2025H1 公司分渠道看，电 商及其他渠道表现亮眼，实现收入 3.25 亿元，同比大幅增长 81.1%，收入 占比提升至 3 ...

证券研究报告 | 2025年08月26日 登康口腔（001328.SZ） 优于大市 电商渠道持续放量，产品升级迭代驱动毛利率上行 二季度业绩稳定增长。公司 2025H1 实现营收 8.42 亿/yoy+19.72%；归母净 利润 0.85 亿/yoy+17.59%。单 Q2 营业收入 4.11 亿/yoy+20.11%；归母净利 润 0.42 亿元/yoy+19.66%，扣非归母净利润同比增长 24.02%。公司持续发力 电商渠道，并成功打造高毛利大单品，驱动整体业绩量价齐升。 分品类看，成人牙膏作为核心品类，实现营收 6.77 亿/yoy+23.00%，是增长 的主要驱动力，收入占比提升至 80.43%。成人牙刷业务保持稳健，实现营收 0.83 亿/yoy+4.16%。新兴品类表现亮眼，电动牙刷实现营收 0.07 亿 /yoy+37.33%；口腔医疗与美容护理实现营收 0.21 亿/yoy+54.85%，展现出 强劲的增长潜力。儿童口腔护理业务中，儿童牙膏营收同比微增 1.15%，儿 童牙刷营收同比下滑 4.59%。分渠道看，2025H1 电商及其他渠道实现营收 3.25 亿元，同比大幅增长 81.13%， ...

记者丨吴立洋 实习生涂玥 8月16日，徕芬创始人叶洪新转发该测评视频称"看来有瓜吃了，徕芬剃须刀竟然打不过飞 科？"并表示要扒一扒号称独立客观第三方的评测机构是怎么收费的，收钱办事没问题，但不 能没有良心。 编辑丨朱益民 近日，一则不同品牌电动剃须刀产品的对比测评，成为小家电产业的市场焦点。 而让本次事件关注度急剧上升的关键节点，则是身为 徕芬创始人、CEO的叶洪新亲自下场， 暗指测评博主收钱办事，并指责该博主的哥哥、身为徕芬前员工的潘坚离职后服务竞品打击徕 芬 ，与其展开隔空论战。 C EO亲自下场回应测评视频 在最初的争议视频中，测评博主楼斌Robin通过机身震动、一镜到底剃净度等对比测试，从性 价比角度得出飞科售价399元的产品优于徕芬699元剃须刀的结论。 此外，叶洪新还指出博主楼斌的亲哥哥潘坚，正是徕芬的前员工；随后在17日发文指控潘坚在 2022年离职后，持续"靠出卖和打击徕芬获利"。 针对上述言论，楼斌也给出了回应，其表示测试视频是如实呈现了产品体验，观众自有判 断："徕芬卖699，飞科才卖399，就算横评结果是徕芬更干净，那也是应该的。" 此次争论风波，最终以叶洪新在8月18日发文"翻篇。志不 ...

Core Viewpoint - The recent controversy surrounding electric shavers has highlighted the competitive landscape in the small home appliance industry, particularly for the brand Lefan, which is facing growth challenges as it expands into new product categories [1][5]. Group 1: Market Dynamics - The electric shaver market has seen a significant increase, with retail sales expected to rise by 10.5% year-on-year by mid-2025, contrasting with a 10.5% decline in the hair dryer market during the same period [1][6]. - The hair dryer market is experiencing saturation, with a retail sales share of 74.7% by mid-2025, down 2.5% year-on-year, indicating a need for brands like Lefan to diversify [3][6]. Group 2: Competitive Landscape - Lefan's CEO, Ye Hongxin, publicly challenged a product comparison that favored a competitor's shaver, highlighting the pressure on Lefan to maintain its reputation for high cost-performance products [2][4]. - The price competition is intensifying, with the market segment below 300 yuan gaining a significant share, increasing by nearly 11 percentage points year-on-year, which does not align with Lefan's pricing strategy [4]. Group 3: Product Development and Strategy - Lefan has launched new products, including the T1 Pro and P3 Pro electric shaver series, aiming to capture market share in the growing electric shaver segment [5][6]. - The company is facing challenges in the electric toothbrush market, with a reported gross margin of less than 40%, indicating difficulties in competing against rivals with higher margins [5][6]. Group 4: Brand Positioning and Future Outlook - Lefan's strategy of "high performance + low pricing" and its integrated supply chain could be advantageous in the electric shaver market, provided the brand continues to enhance its product quality and user experience [7]. - The brand's ability to leverage its previous success in the hair dryer market to establish credibility in the electric shaver category remains a critical challenge [7].

Core Insights - The recent controversy surrounding electric shavers has drawn significant attention in the small appliance industry, particularly due to the involvement of Lefan's CEO Ye Hongxin, who accused a reviewer of bias and questioned the integrity of the review process [1][2][5] - Lefan's flagship product has traditionally been high-speed hair dryers, which saw sales grow from 150 million in January 2021 to 3 billion in 2023, but the company is now facing growth challenges as the hair dryer market becomes saturated [1][3] - The electric shaver market is experiencing a surge, with retail sales expected to increase by 10.5% year-on-year in the first half of 2025, indicating a shift in consumer demand towards high-end products [1][7] Company Strategy - Lefan is attempting to expand into new product categories, such as electric shavers and electric toothbrushes, to tap into growing market segments [6][7] - The company launched its first electric shaver line in May 2023, aiming to leverage its previous success in the hair dryer market, but faces challenges due to increased competition and market saturation [6][8] - Ye Hongxin has acknowledged the difficulties in the electric toothbrush market, citing low profit margins compared to competitors, and has expressed the need for Lefan to adapt its strategies to succeed in new categories [6][9] Market Dynamics - The hair dryer market is becoming increasingly competitive, with many brands offering similar products at lower prices, leading to a decline in Lefan's market share [3][4] - The electric shaver market is characterized by a growing demand for portability and high-end features, with average prices increasing by 23.7% year-on-year [7][8] - Despite the challenges, Lefan's strategy of offering high-performance products at competitive prices may provide opportunities for success in the electric shaver market if they can enhance brand perception and consumer recognition [9]

Core Viewpoint - The article discusses a public dispute between the founder of Leifen, Ye Hongxin, and former employee Pan Jian, triggered by a product review that questioned Leifen's pricing and technology compared to competitors like Feike. This incident highlights the challenges and controversies within the industry, particularly regarding third-party evaluations and the competitive landscape of affordable alternatives [1][2][3]. Group 1: Dispute Overview - The conflict began with a review by blogger Lou Bin, who claimed that Leifen's 699 yuan razor could not compete with Feike's 399 yuan model, citing Feike's technological advantages and Leifen's high pricing [2]. - Ye Hongxin responded aggressively, accusing Pan Jian of unethical practices during his employment, including inflating costs for collaborations and hinting at undisclosed financial arrangements behind the review [6][7]. - Pan Jian countered by alleging that Ye had promised him a 5% equity stake before the company went public, which he claims was not honored, leading to a cash settlement of only 5 million yuan [7][8]. Group 2: Market Dynamics - The article outlines the rise of Leifen in the high-speed hair dryer market, positioning itself as a cost-effective alternative to premium brands like Dyson, with sales reaching 1 billion yuan shortly after launching its first product [9][12]. - Leifen's marketing strategy focused on content-driven campaigns that emphasized affordability and technological accessibility, allowing it to capture significant market share and achieve sales of over 15 billion yuan by 2022 [12][16]. - However, the emergence of lower-priced competitors has intensified market competition, with brands like Feike and others introducing high-speed dryers at prices below 200 yuan, leading to a 34.4% decline in average industry prices [16][20]. Group 3: Challenges Ahead - Leifen faces multiple challenges, including quality control issues that have resulted in numerous consumer complaints and safety concerns, which could impact its brand reputation and sales performance [19][20]. - The company is attempting to diversify its product offerings beyond hair dryers, including electric toothbrushes and shavers, but these new products have faced criticism for lacking originality and quality [20]. - As the market shifts towards cheaper alternatives, Leifen must address quality and innovation to maintain its competitive edge, as consumer expectations evolve beyond just low prices to include reliability and safety [20].

Core Viewpoint - The recent public dispute between the founder of Lifeng and a former employee highlights underlying tensions within the company, stemming from product comparisons and allegations of unethical behavior [1][5]. Group 1: Company Background - Lifeng was founded in 2018 by Ye Hongxin, who aimed to create high-quality, affordable products in response to the high prices of brands like Dyson [6]. - The company's first product, the LF01 high-speed hair dryer, was launched in 2021, priced at 599 yuan, significantly lower than Dyson's offerings [6][10]. - Lifeng achieved rapid sales growth, with 154 million yuan in sales on Douyin in the first nine months of 2022, surpassing the combined sales of Dyson and Mijia [10]. Group 2: Product Development and Challenges - Lifeng has expanded its product line to include electric toothbrushes and shavers, but the electric toothbrush segment has not been profitable, with a projected loss of 80 million yuan for 2024 [12][15]. - The company faces competition from lower-priced alternatives in the hair dryer market, with a significant shift in consumer preference towards products priced below 300 yuan [11]. - Lifeng's electric shaver, T1 Pro, has been criticized for similarities to competitors' designs, raising concerns about its market positioning [15]. Group 3: Industry Context - The small home appliance industry in China is characterized by fragmentation and a lack of dominant players, with most companies generating annual revenues in the tens of billions and low profit margins [16][18]. - The market for small appliances has been declining since 2022, with a 9.6% drop in retail sales for kitchen appliances in 2023 [18]. - Many small appliance brands struggle with low research and development investment, limiting their ability to innovate and compete effectively against established brands like Philips and Dyson [19].

Investment Rating - The report does not explicitly provide an investment rating for the small home appliance industry Core Insights - The small home appliance market in China is categorized into kitchen appliances, home appliances, and personal care appliances, emphasizing portability and functionality [3][4] - Online sales channels for small home appliances have significantly increased, with online sales accounting for 79% of total sales by 2024, reflecting a clear shift towards e-commerce [9][12] - The kitchen small appliance market is projected to have a retail value of 609 billion yuan in 2024, showing a slight decline of 0.8% year-on-year, with online sales being the main growth driver [18][19] - The personal care small appliance market is diverse, with notable growth in hair dryers but declines in electric toothbrushes and shavers, indicating varied performance across product categories [24][27] Summary by Sections Small Appliance Definition and Classification - Small appliances are defined as compact, convenient, low-energy, and affordable household devices that enhance the quality of life [3] - Categories include kitchen appliances, home appliances, and personal care appliances [3][4] Sales Channel Distribution - The sales channels for small appliances are increasingly diversified, with a strong shift towards online platforms, which dominate the market [12] - Traditional retail channels are facing challenges and are in a period of adjustment, while new channels like community group buying are emerging [12] Kitchen Small Appliance Market - The kitchen small appliance market's retail value is expected to be 609 billion yuan in 2024, with online sales reaching 478 billion yuan, a 1.7% increase [18][19] - The market is segmented into traditional large items, health-oriented small items, Western-style appliances, and rapidly penetrating but previously stagnant categories [19][20] Personal Care Small Appliance Market - The personal care small appliance market shows mixed results, with hair dryers experiencing a 10.4% increase in retail sales, while electric toothbrushes and shavers face declines [24][27] - The market dynamics are influenced by social media platforms and the immediacy of retail needs [24][27] Competitive Landscape - The small appliance market in China is characterized by high brand concentration, with leading brands like Midea, Supor, and Joyoung holding over 50% market share in kitchen appliances [35] - The competitive landscape includes a mix of established brands and emerging players, with a trend towards innovation and technology integration in product offerings [36]

Group 1 - A pool robot manufacturer focuses on in-house production and rigorous testing, including extreme environment tests, to ensure product quality [2] - The founder plans to invest 20 million to develop a prototype for a small submarine targeting tourist attractions [2] - A small home appliance company misjudged the market, leading to an 80 million loss on its second product due to high marketing costs and poor sales performance [3][4] Group 2 - A cleaning brand's cross-industry hardware line struggles with product definition and internal team conflicts, leading to a lack of progress [4] - The brand's strategy of securing orders before product development has proven ineffective in the hardware sector [4] - A 3D printer company ended its investment collaboration with a laser engraving company after only four months, leading to competition between the two [5] Group 3 - A personal care company failed to protect its product innovation with patents, resulting in competitors replicating its features and launching negative marketing campaigns [5] - An intelligent appliance company's overseas market struggles are compounded by frequent leadership changes and declining profit margins [6][7] - A smart garden robot company maintains strict confidentiality about its operations and has reportedly shipped over 100,000 units this year [6] Group 4 - A laser engraving company faced significant losses due to leaked core technology, which allowed competitors to release similar products ahead of its planned launch [7] - A storage giant's performance is heavily reliant on external factors like natural disasters and geopolitical events, leading to unstable revenue [7] - An industrial manufacturer is cautiously entering the smart lawn mower market with a modest investment, aiming for realistic sales targets [8] Group 5 - A lawn mower manufacturer faced poor market reception in North America due to technical failures in its high-end product, resulting in negligible sales [9] - User feedback highlighted severe operational issues, including frequent malfunctions and inability to recognize obstacles [9]

Core Viewpoint - The article discusses the challenges faced by Laifen Technology, highlighting its decline in sales and the limitations of the small home appliance market, as well as the impact of management decisions on its growth trajectory [2][26]. Group 1: Company Performance - During the 2025 618 shopping festival, Laifen's GMV was over 300 million, a nearly 40% decrease from 500 million in 2024, falling short of its annual target of 6 billion [2]. - Laifen's rapid growth from 2021 to 2024, where it achieved a GMV of 15.67 billion in 2022 and continued to grow by 10 billion in the following years, has now slowed down significantly [2][4]. Group 2: Market Positioning - Laifen capitalized on the "traffic dividend" and "market gap," becoming known as a "Dyson alternative" by offering high-speed hair dryers at a fraction of Dyson's price, which was around 1/5 of Dyson's cost [4][5]. - The company achieved 154 million in sales on Douyin in the first nine months of 2022, surpassing the combined sales of Dyson and Mijia [5]. Group 3: Legal and Management Challenges - Laifen faces a patent infringement lawsuit from Dyson, which has hindered its overseas market expansion and created a perception of being "light on technology, heavy on marketing" [7][8]. - The company's founder, Ye Hongxin, has a complex relationship with the hair dryer category, viewing it as a profitable but unfulfilling business, while he is more passionate about developing other products like electric toothbrushes [9][10]. Group 4: Product Development and Strategy - Laifen's focus on product detail has led to slow new product launches, with the electric shaver taking four years to develop, resulting in missed market opportunities [11][12]. - The company has struggled with marketing strategies, as seen in the failed "Storm Action" campaign, which resulted in significant financial losses and inventory issues [14][15]. Group 5: Industry Limitations - The small home appliance market has a natural revenue ceiling, with the domestic hair dryer market projected to reach around 120 billion in 2024, limiting Laifen's growth potential [19][20]. - Laifen's revenue from hair dryers is around 3 billion, capturing over 35% of the market, but the potential for further growth is constrained [20][21]. Group 6: Future Outlook - Laifen's attempts to diversify into electric toothbrushes and shavers face challenges due to limited technological innovation and strong competition in these categories [23][24]. - The article concludes that Laifen's current predicament is a result of the inherent limitations of the small appliance sector, shifting platform dynamics, and tactical missteps, raising questions about its ability to regain growth [26][27].