Every commentator Jia Yunke
Recently, Estelle (002403Fishinfrenzymegaways.SZ, share price 7Fishinfrenzymegaways.8 yuan, market capitalization 2.657 billion yuan) releaseFishinfrenzymegawaysThe financial report of 2023 has become the focus of the industry. The net profit attributable to the shareholders of the listed company during the reporting period was a loss of 378 million yuan. In 2021 and 2022, the net profit of Estelle belonging to the shareholders of listed companies is 88.5074 million yuan and 78.7286 million yuan respectively. Compared with the previous two years, the amount of losses has been significantly expanded. The figures reflect not only the ups and downs of an enterprise's performance, but also the pain of the changes and transformation of the whole industry. In the face of three consecutive years of losses, Estelle's path choice is particularly important.
With the rapid development of science and technology and the continuous changes of the consumer market, industry giants are facing an important moment of transformation. There is no denying that the market competition is fierce and the update iteration is fast. Any enterprise, even if it used to be the leader, can not stay at the top of the industry forever. However, the road to change is full of thorns. How to find a balance between tradition and innovation and make enterprises break out in the severe test of the market is a difficult problem that every enterprise decision-maker must face.
For Estelle, the first task is to innovate in traditional business. Past success is no longer the amulet of the present, and the upgrading of traditional business is the key to re-attracting consumers. This requires enterprises to make great efforts in design innovation, functional improvement, brand co-naming, and even product innovation. In the meantime, forFishinfrenzymegawaysIn order to avoid falling into the vicious circle of business shrinking-marketing investment reducing-business further shrinking, improving marketing efficiency and optimizing promotion strategies also need to be placed in an important position. Although the influence of brands in the past is gradually declining, it is not impossible for the former market leaders to reoccupy the minds of consumers.
In the cross-border transformation, it is commendable for Estella to venture into the field of robotics, but investing in a potential field is not enough to guarantee success. On this road, expensive investment and delayed returns have undoubtedly made the company's financial situation even worse. According to the annual report, the revenue of Estella's robot business reached 232 million yuan in 2023, down 34.44% from the same period last year and accounting for 9.46% of the total revenue. The future of the robot business is bright, but no matter how imaginative it is, if it can not keep up with the market demand and provide practical solutions, the road to transformation will be bumpy. Estelle could consider introducing strategic investors in the robotics business and join hands with other players in the industry to share technical resources and market information, which may open up the situation more quickly.
In the fast-changing torrent of the market, every sunset industry has been brilliant for a time, and every new star is looking forward to breaking through the sky. The pain of Estelle's transformation is like a delicate picture, during which there is not only the downfall of the classic industry, but also the struggle of new business. In this fission era, the road of transformation chosen by Estelle should not only have the courage to join the ever-changing field, but also need wisdom and exquisite insight into the pulse of the market, point to area, from the inside to the outside, to achieve all-round transition.
Estelle's dilemma, like a mirror, reflects the hardships and struggles of many enterprises on the road of transformation. In the face of the tide of the new era, enterprises should not only drift with the current, but should master the correct rudder and set sail to the wider sea. Although Estelle's transformation and the road to self-salvation are full of uncertainty, rational planning and bold practice are still the only way to a bright future. Just as in a harsh environment, only the fittest survive, while in the fierce market competition, those enterprises that dare to innovate and embrace change can take the initiative and win the future.
