证券日报网12月9日讯汤臣倍健（300146）在12月9日回答调研者提问时表示，线上渠道中抖音平台约占 两成，天猫和京东合计约占六成。主品牌收入占比超五成，健力多、lifespace收入占比均超过10%。 ...

| 猫和京东仍占有较高市场份额；跨境电商保持较好增长。公司后续将持续 | | --- | | 优化运营策略，加强社媒渗透，根据不同渠道的消费者需求和偏好推动主 | | 要品类迭代升级，优化策略人群和品牌资产，持续提升线上运营效率，在 | | 抖音及跨境寻求增量。 | | Q：公司线上分平台的收入占比、公司旗下各品牌收入占比 | | 线上渠道中抖音平台约占两成，天猫和京东合计约占六成。主品牌收 | | 入占比超五成，健力多、lifespace 收入占比均超过 10%。 | | Q：今年消费者复购的情况如何 | | 公司 较多，各产品间复购率存在差异。今年主品牌线上推出的几 SKU | | 大新品在拉动高消费人群增量方面表现较为亮眼。 | | Q：公司经销商数量近年来减少的原因 | | 主要是因为业务调整、经销商整合优化所致。鉴于公司持续探索新渠 | | 道、新品牌和新平台，未来经销商的持续优化还是会存在。 | | Q：公司在市值管理上有何措施 | | 公司聚焦主业，致力于推动公司长期有质量发展，同时通过实施积极、 | | 持续、稳定的分红政策及回购等措施增强投资者回报。上市以来公司累计 | | 现金分红金额占累 ...

Group 1: Organizational Structure and Strategy - The company has made a series of adjustments to its organizational structure over the past two years, establishing a brand division that manages the entire cycle from product development to market promotion and sales [2] - Future organizational optimizations will focus more on business empowerment, with no major changes expected overall [2] Group 2: Online and Offline Development Strategies - Online, Douyin is the largest platform for VDS industry sales, maintaining rapid growth, while Tmall and JD.com together account for approximately 60% of the market share [2][3] - The company plans to optimize operational strategies and enhance social media penetration, focusing on consumer needs across different channels to drive product iteration and brand asset optimization [2] - Offline, the company aims to strengthen product capabilities through digital infrastructure in pharmacies and new commercial delivery models, enhancing operational and service capabilities [2] Group 3: Revenue Structure and Market Insights - Currently, Douyin accounts for about 20% of online channel revenue, while Tmall and JD.com together account for approximately 60% [3] - The cross-border market constitutes about 70% of the company's revenue, with the domestic market making up the remaining 30% [3] - The company will focus on product research and innovation to meet the increasingly diverse consumer demands, particularly in the top ten stable product categories [3] Group 4: Sales Expenses and Market Growth - Sales expenses are categorized into two types: A-class expenses for brand building across all channels and B-class expenses for sales conversion support, with a short-term decrease in sales expense ratio being challenging [3] - The industry still has growth potential in China due to increasing penetration rates and the expansion of new consumer groups [3] Group 5: Brand Matrix and Positioning - The company adheres to a multi-brand, full-category strategy, with the main brand "汤臣倍健" targeting the entire population [3] - The brands "健力多" and "lifespace" have shown good development, each accounting for over 10% of the company's revenue [3]

Core Viewpoint - The health supplement market in China is experiencing significant challenges, as evidenced by the poor performance of leading companies like汤臣倍健, which has seen substantial declines in revenue and profit, indicating a shift in consumer behavior and market dynamics [2][4][6]. Company Performance -汤臣倍健 reported a revenue of 35.32 billion yuan in the first half of 2025, a year-on-year decrease of 23.43%, with a net profit of 7.37 billion yuan, down 17.34% [2]. - For the entire year of 2024,汤臣倍健's revenue was 68.38 billion yuan, a decline of 27.3%, and net profit fell by 62.62% to 6.53 billion yuan, marking the largest drop since its listing [5][6]. - The company's market capitalization has decreased from a peak of 600 billion yuan to approximately 209 billion yuan, resulting in a loss of nearly 400 billion yuan in value [6]. Market Dynamics - The health supplement industry is not in decline; rather, it is evolving, with younger consumers adopting "punk health" trends, leading to a shift in purchasing behavior [3][9]. - The market for health supplements grew to 604.1 billion yuan in the first half of 2025, reflecting a 16.2% increase, with specific categories like bone health and oral beauty products driving growth [19]. Brand Strategy and Challenges -汤臣倍健's traditional branding and marketing strategies are becoming outdated, as the company struggles to connect with younger consumers [7][11]. - The company has seen a significant reduction in its domestic distributor network, with 597 distributors remaining as of June 2025, down over 340 from the end of 2023 [7]. - Despite launching new products,汤臣倍健 has failed to establish a strong online presence or effectively market to younger demographics, resulting in stagnant sales for its core products [8][11]. Competitive Landscape - Newer brands like诺特兰德, Swisse, and万益蓝 are successfully targeting younger consumers with innovative marketing strategies and product offerings, capturing significant market share [10][11]. - These brands leverage social media and influencer marketing to resonate with younger audiences, contrasting with汤臣倍健's more traditional approach [10][11].

Core Insights - The company reported a decline in revenue and net profit for the first half of 2025, with a revenue of 3.532 billion yuan, down 23.43% year-on-year, and a net profit of 737 million yuan, down 17.34% year-on-year [1] - However, the second quarter of 2025 showed signs of recovery, with revenue of 1.741 billion yuan, a decrease of only 11.51% year-on-year, and a significant increase in net profit by 71.44% year-on-year [1][2] Revenue Performance - The overall revenue performance in the first half of 2025 was under pressure, but the decline in the second quarter was significantly narrowed compared to the first quarter [2] - In Q1 2025, the company achieved revenue of 1.792 billion yuan, down 32.29% year-on-year, while Q2 revenue was 1.741 billion yuan, down 11.51% year-on-year [2] - The main brand "汤臣倍健" generated revenue of 905 million yuan in Q2, down 17.0% year-on-year, while the international brand LSG saw a revenue increase of 12.4% year-on-year [2] Profitability and Cost Management - The gross margin improved in Q2 2025, with a gross margin of 68.43%, up 1.68 percentage points year-on-year [3] - The company significantly reduced its sales expense ratio in Q2 2025 to 39.65%, down 10.99 percentage points year-on-year, by optimizing its expense allocation and reducing advertising spending [3] - Advertising expenses for the first half of 2025 were 243 million yuan, down 53.49% year-on-year, contributing to the improved profitability [3] Business Development - The company made progress in its international and infant nutrition segments, expanding its presence in Southeast Asia and enhancing its brand "天然博士" for infant nutrition [4] - The company is focusing on brand upgrades and increasing its market influence while launching new products to create additional growth opportunities [4] Future Outlook - The company aims to enhance operational quality and optimize sales strategies in the second half of 2025, with new products expected to contribute positively to revenue [4] - Projections for net profit from 2025 to 2027 are 784 million yuan, 889 million yuan, and 1 billion yuan, representing year-on-year growth of 20%, 14%, and 12% respectively [4]

Group 1: Financial Performance - The company's revenue decline in Q2 narrowed, and net profit increased year-on-year due to effective strategies in product and operations [1] - The gross margin remained stable compared to the same period last year, with a slight increase in Q2 due to changes in product and platform structure [1] - Online sales improved quarter-on-quarter in Q2, reflecting a stable pricing environment [5] Group 2: Market Trends and Competition - Market concentration is decreasing, with ongoing challenges from a sluggish offline market and intense online competition, particularly from interest e-commerce [2] - The company plans to enhance marketing resource allocation to expand offline product distribution in the second half of the year [2] Group 3: Brand and Product Development - The main brand and LSG are the primary contributors to revenue, with both showing good performance in product innovation and market expansion [3] - LSG's cross-border e-commerce accounts for approximately 70% of its sales, indicating its significance as a growth channel [4] - The company launched its first OTC product, "Jianliduo Sulfate Amino Glucosamine Capsules," in July, with plans for more products based on consumer demand [6] Group 4: Strategic Initiatives - The company aims to explore and optimize the business model for the Yep brand, focusing on attracting younger consumers online [7] - The company is adjusting its procurement strategies to mitigate the impact of raw material price fluctuations [9] - The decision to change the fundraising investment to a liquid bar production line is driven by the rapid growth of liquid beverage products [9]

Group 1 - The core announcement is that the company,汤臣倍健, has signed a commitment letter through its wholly-owned subsidiary, 珠海健进, to take joint responsibility for the cross-border e-commerce business of the "lifespace" brand on the Pinduoduo platform [1] - Evolution Health, which is a wholly-owned subsidiary of the company, is involved in this agreement [1]

Core Insights - The core viewpoint of the article is the financial performance of Tongchen Beijian in the first half of 2025, highlighting significant revenue and profit figures [1] Financial Performance - In the first half of 2025, Tongchen Beijian achieved a revenue of approximately 3.532 billion yuan and a net profit attributable to the parent company of about 737 million yuan [1] - The net cash flow generated from operating activities was around 642 million yuan [1] Brand Performance - The main brand "Tongchen Beijian" generated a revenue of 1.888 billion yuan [1] - The brand "Jianliduo" achieved a revenue of 411 million yuan [1] - The domestic products of "Lifespace" contributed 138 million yuan in revenue, while the overseas LSG brand generated 534 million yuan [1] Channel Performance - Offline channels accounted for a revenue of 1.798 billion yuan [1] - Online channels generated a revenue of 1.684 billion yuan [1]

Group 1: Business Development Strategies - The company plans to enhance offline business through a distributor awakening program, multiple new product launches, and a diverse product SKU range [2] - For international expansion, the focus is on Southeast Asia, particularly the Indian market, leveraging the lifespace brand with localized operations [2] - The production model primarily relies on in-house manufacturing, with some new formulations using contract manufacturing [3] Group 2: Product Innovation and Launch - New product development involves market research, investment modeling, and management approval, with ongoing updates across major product categories [3] - The company is exploring the introduction of ergothioneine-related products based on market demand and business growth [3] - There is a commitment to high-quality product innovation in online channels, aiming for premium pricing and sustainable e-commerce models [3] Group 3: Sales Performance and Market Challenges - In Q1 of this year, sales for the products "健力多" and protein powder saw a significant decline compared to the previous year, attributed to changing consumer environments and industry dynamics [3] - Continuous strategy optimization is necessary to improve sales performance for these categories [3] Group 4: Regulatory and M&A Considerations - The company is monitoring online regulatory trends, which are expected to create favorable conditions for compliant businesses [3] - There is a cautious approach towards potential mergers and acquisitions, aligning with market conditions and strategic planning [3]

Group 1: Financial Performance and Budgeting - The company aims to maintain stable budget targets for 2025 compared to 2024, focusing on cautious and stable overall financial management [2] - Sales expense ratio guidance for the upcoming year is expected to be controlled effectively, supported by enhanced management capabilities [2] - In 2024, the company invested 750 million in advertising, with plans to refine advertising strategies for better consumer engagement in 2025 [3] Group 2: Product Development and Market Strategy - The company has launched proprietary probiotic strains, specifically LPB27, to enhance product differentiation and cater to niche markets [3] - Lifespace brand development is a priority, with ongoing resource investment to establish it as a preferred brand in the probiotic category [3] - Plans to expand the product matrix and create new application scenarios to strengthen product advantages in the market [4] Group 3: Sales Channels and Competition - The company will implement dealer and terminal activation plans to enhance service capabilities and market coverage in 2025 [4] - Strategies include increasing the quality of e-commerce operations while reducing ineffective business scales, focusing on sustainable growth [4] - The company acknowledges the competitive pressure from online channels and plans to diversify product offerings to meet changing consumer preferences [5] Group 4: Pricing Strategy - Price discrepancies across different sales channels are attributed to channel characteristics and promotional activities [5] - The company aims to establish a differentiated multi-product strategy across channels to address pricing inconsistencies [5]