Core Points - Dyson's revenue has declined for the first time in 22 years, with a reported revenue of £6.6 billion in 2024, down 7.04% from £7.1 billion in 2023 [1][2][4] - The company's pre-tax profit fell by approximately 49% to £561 million, indicating a significant drop in profitability [1][4] - CEO Hanno Kirner described 2024 as a challenging but necessary transformation year for Dyson, attributing the revenue decline to decreased consumer confidence, global business restructuring, and currency fluctuations [4][12] Revenue and Profit Performance - Dyson's revenue of £6.6 billion in 2024 marks the first decline since 2002, with a notable drop in pre-tax profit to £561 million [1][2][4] - Despite achieving record global sales of over 20 million units, this increase did not translate into revenue or profit growth [4][12] Market Position and Competition - Dyson's market share in China has significantly decreased, with its online share in the high-end hair dryer market dropping to 7% in the first half of 2024 [6][12] - The company faces stiff competition from domestic brands like Midea and Leifheit, which offer similar products at lower prices, leading to a loss of market share [6][10][12] - Dyson's products are perceived as expensive, with consumers increasingly favoring local brands that provide comparable performance at a better price [10][12] Consumer Sentiment and Brand Perception - Consumer sentiment has shifted, with many viewing Dyson products as overpriced compared to domestic alternatives that match or exceed their performance [10][12] - The brand's innovative edge has diminished, as recent product launches have not generated significant consumer excitement, leading to a perception of stagnation [12][14] Sales Channels and Customer Engagement - Dyson's physical retail presence is struggling, with lower foot traffic compared to competitors like Midea and Roborock [8][9] - The lack of customer engagement in Dyson stores highlights a growing disconnect between the brand and its consumer base [9][10]

有着"家电界苹果"称誉的戴森，其营收能力正在下滑。 戴森英国官方于近期发布2024年业绩报告，全年戴森营收66亿英镑，较2023年营收71亿英镑同比下滑7.04%；2024年，公司税前利润5.61亿英 镑，较上一年同比减少约49%，近乎腰斩。这是戴森22年来首次营收下滑，上一次数据下滑还发生在2002年。 在国内市场，无论线上还是线下，戴森的产品销量也出现疲软。根据某电商平台电吹风热卖总榜销量TOP10榜单，戴森无一款产品上榜。在吸尘 器品类榜单中，戴森占据两个席位，但累计销量也已明显落后于美的等国产品牌。 缺席榜单，销量落后国产 面对惨淡的2024年度业绩表现，戴森首席执行官汉诺·基尔纳（Hanno Kirner）在谈及营收下滑时也感慨道："2024年对戴森来说是艰难但必要的 转型之年" 。 其特别提及，2024年戴森销量"达到了历史最高水平"——全球销量超2000万台。但销量的提升，未带来戴森营收和利润的增长。 另据英国The Telegraph提供的一份财报数据显示，这是戴森自2002年以来首次营收下滑。 由于戴森未进行公开募股，公司财务数据并未完全透明，对于22年来首次业绩下滑一事，戴森中国方面也并未 ...