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。 CEO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。 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。 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。 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。" 叶洪新态度为何如此强硬 其实，此次事件涉及的电动剃须刀目前并非徕芬的核心产品，而是今年5月推出的新品类。 ...

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 - Feike Electric's performance has significantly declined in 2024, with both revenue and net profit experiencing substantial drops, marking the lowest levels in nearly a decade [3][4][8]. Financial Performance - In 2024, Feike Electric reported revenue of 4.147 billion yuan, a year-on-year decrease of 18.03%, and a net profit attributable to shareholders of 458 million yuan, down 55.10% year-on-year [4][8]. - The company's personal care appliance business generated revenue of 3.956 billion yuan, a decline of 17.05%, with a gross margin of 55.35%, down 1.81 percentage points year-on-year [8]. Market Dynamics - The electric shaver market is becoming saturated, leading to increased competition and a decline in market share for Feike Electric. The company's online market share for its flagship brand dropped from 54.7% in 2017 to below 44% in 2020 [12][13]. - The overall online retail sales of electric shavers decreased by 8.1% in 2024, with retail volume down by 9.5% [12]. Diversification Efforts - Feike Electric's attempts at diversification through investments in kitchen appliances have not yielded significant results, with revenue from lifestyle appliances dropping over 30% in 2024 [9][10]. - The company reduced its stake in Pure Rice Technology from 14.18% to 13.79% in 2024, resulting in an investment gain of 7.54 million yuan [9]. Marketing and R&D Expenditure - The company has focused heavily on marketing, with advertising expenses amounting to 1.185 billion yuan, which is over ten times its R&D expenditure of 96.42 million yuan, representing only 2.32% of total revenue [14]. - The shift towards a dual-brand strategy has not met expectations, leading to a significant impact on overall performance [11]. Shareholder Returns - Feike Electric has maintained a high dividend payout, distributing 2.18 billion yuan in cash dividends in 2024, which accounts for 47.57% of its net profit [15]. - The wealth of the company's founder, Li Gaiteng, has significantly decreased from 305 billion yuan in 2022 to 155 billion yuan in 2024, despite the company's consistent dividend policy [15][16].

Investment Rating - The report assigns a "Buy" rating to the company, with a target valuation of 24 times earnings for 2025, reflecting a positive outlook for recovery in performance [1][6]. Core Insights - The company is expected to see a turnaround in its performance, with projected net profit of 700 million yuan in 2025, following a stabilization in revenue in Q1 2025 after a challenging 2024 [1][6]. - The dual-brand strategy is showing early signs of effectiveness, particularly with the increase in the mid-to-high-end segment of electric shavers and the iterative upgrades in high-speed hair dryers [1][6]. Financial Performance Summary - In 2024, the company reported total revenue of 4.147 billion yuan, a decrease of 18.03% year-on-year, and a net profit of 458 million yuan, down 55.10% year-on-year [5][6]. - The Q4 2024 results showed a revenue of 826 million yuan, a decline of 22.47% year-on-year, marking the first quarterly loss in net profit at -6.736 million yuan [5][6]. - For Q1 2025, revenue showed a slight decline of 1.5% year-on-year, with a marginal increase in net profit of 0.5% [5][6]. Product and Brand Strategy - The main brand, Feike, saw a revenue decline of 22% in 2024, while the sub-brand, Borui, experienced a revenue growth of 1.55% [5][6]. - The company is focusing on product innovation to drive premiumization, with mid-to-high-end products accounting for 60.78% of sales, an increase of 9.83 percentage points year-on-year [5][6]. - The introduction of differentiated products, such as the "dual electric drive" portable shaver, aims to enhance the brand's image in the high-end market [5][6]. Financial Projections - The company is projected to achieve net profits of 660 million yuan in 2025, 839 million yuan in 2026, and 997 million yuan in 2027, with corresponding PE ratios of 24, 19, and 16 respectively [6][14]. - Revenue is expected to recover to 5.002 billion yuan in 2025, with a growth rate of 21% compared to 2024 [6][14].

"技术复利"战略。 本文为IPO早知道原创 作者｜Stone Jin 微信公众号｜ipozaozhidao 据IPO早知道消息，追觅科技携扫地机器人、洗地机、空气净化器、高速电吹风、擦窗机器人、空 调、冰箱、洗衣机、厨电等全品类新品亮相2025年中国家电及消费电子博览会（AWE2025）。 3月18日，追觅科技宣布将持续打造技术无界、场景无界、品质无界、文明无界四大"无界架构"。 其中，技术无界，即通过长期研发，沉淀出可复用的核心技术模块，能够像滚雪球一样，产生跨场 景、跨品类的生态性复利。截至2024年，追觅科技全球累计申请专利达6379件，已累计获得授权专 利3155件。 事实上，从无线吸尘器到扫地机器人，再到智能洗地机和空气净化器，背后是追觅科技基于核心技术 模块化复用与全球化产业资源构建的创新生态引擎。技术复利的积累，使得追觅科技能够将核心技术 快速应用于不同品类中。例如，其自主研发的高速数字马达技术，不仅在吸尘器中表现出色，还被广 泛应用于扫地机器人和洗地机中，实现了技术的高效复用与迭代升级。这种"一技多用"的策略，不 仅降低了研发成本，更提升了产品的整体性能与用户体验。 AI技术与尖端硬件深度融合 ...