每经记者｜章光日 每经编辑｜吴永久 上周末，"豆浆机第一股"九阳股份发布了2025年半年报，业绩继续承压，而2021年至2024年，公司业绩 已经连续四年出现下降。在业绩表现不佳的同时，九阳股份的股价也一路向下，最大跌幅超过80%。不 过，公司2022年推出的员工持股计划，却仍然处于浮盈状态。 九阳股份的业绩为何持续下降？公司员工持股计划为何还能保持浮盈？接下来每经资本眼专栏记者就来 详细探究一番。 最近四年，九阳股份的业绩一直处于下降趋势。2020年是九阳股份的高光之年，其营业收入达112.24亿 元，净利润为9.40亿元。然而，自2021年开始，公司的业绩持续下降，到了2024年，营业收入和净利润 分别为88.49亿元和1.22亿元。 为充分有效调动管理者和公司员工的主动性、积极性和创造性，吸引和保留优秀人才，应对人才流失风 险，提高员工的凝聚力和公司的核心竞争力，推动公司稳定、健康、长远发展，使得员工分享到公司持 续成长带来的收益，九阳股份于2022年实施了第一期员工持股计划。 根据九阳股份《关于公司第一期员工持股计划实施进展暨非交易过户完成公告》，该员工持股计划 以"份"作为认购单位，份数总额为129 ...

Core Viewpoint - Joyo's performance continues to decline, with a significant drop in both revenue and profit over the past four years, raising concerns among investors about the company's future prospects [2][4][5]. Financial Performance - Joyo's revenue has decreased from 112.24 billion yuan in 2020 to 88.49 billion yuan in 2024, while net profit fell from 9.40 billion yuan to 1.22 billion yuan during the same period [4]. - In the first half of 2025, Joyo reported a revenue of 39.87 billion yuan, down 9.11% year-on-year, and a net profit of 1.23 billion yuan, down 30.02% year-on-year [4]. - The company's gross margin and net margin have also declined significantly, with gross margin dropping from 32.05% in 2020 to 25.50% in 2024, and net margin falling from 8.16% to 1.20% in the same timeframe [5]. Market Competition - The small home appliance industry is highly competitive, which has contributed to Joyo's ongoing performance challenges. Despite being a leading brand, Joyo's market share has not improved [5][6]. - The rapid growth of accounts receivable, from 2.12 billion yuan in 2020 to 10.78 billion yuan in 2024, indicates potential liquidity issues, while contract liabilities have decreased from 5.69 billion yuan to 1.61 billion yuan [5]. Employee Stock Ownership Plan - Joyo implemented an employee stock ownership plan in 2022, which has remained profitable despite the company's declining stock price. The plan raised 12.9 million yuan, with a share price of 8.0625 yuan [8][9]. - A significant portion of the shares in the plan was acquired at a price of 1 yuan per share, which has contributed to the plan's profitability [9]. - The plan is designed to enhance employee motivation and retention, but its performance has not met expectations, as evidenced by the failure to unlock shares in the first performance assessment [10].

Core Viewpoint - Joyo's performance has been under pressure for four consecutive years, with a significant decline in both revenue and net profit, while its employee stock ownership plan remains profitable despite the overall downturn in stock price and performance [1][5][8]. Financial Performance - Joyo's revenue peaked in 2020 at 11.224 billion, with a net profit of 940 million, but has since declined, with 2024 figures showing revenue at 8.849 billion and net profit at 122 million [5]. - In the first half of 2025, Joyo reported revenue of 3.987 billion, a year-on-year decrease of 9.11%, and a net profit of 123 million, down 30.02% year-on-year [5]. - The company's gross margin fell from 32.05% in 2020 to 25.50% in 2024, while net margin dropped from 8.16% to 1.20% in the same period [6]. Market Competition - The small home appliance industry is highly competitive, which has contributed to Joyo's declining performance. Despite being a leading brand, Joyo's market share has not improved [6]. - Accounts receivable increased significantly from 212 million in 2020 to 1.078 billion in 2024, indicating potential issues with product sales [6]. Employee Stock Ownership Plan - Joyo's employee stock ownership plan was implemented in 2022, with a total of 12.9 million shares at a purchase price of 1 yuan per share, raising 129 million [8][9]. - The plan allows for half of the shares to be acquired at a price of 1 yuan, while the average repurchase price was 17.01 yuan, contributing to the plan's profitability [9][10]. - Participants in the plan are limited to senior management and core personnel, with a maximum of 45 participants [11][12]. Performance Assessment - The employee stock ownership plan has not met its performance targets, with the first unlock period failing to meet the required performance metrics, resulting in 320,000 shares not being unlocked [14]. - The second unlock period has 686,200 shares set to be unlocked, indicating some level of performance achievement [14].