周一盘中，港股上市公司燕之屋（01497）股价出现大幅下跌，跌幅达5.8%，引发市场关注。这一股价波动可能与公司近期的营销策略和财务表现有关。
近日，燕之屋聘请74岁的万科集团创始人王石作为品牌代言人，推出"总裁燕窝"产品，意在开拓男性市场。然而，这一营销举措似乎未能立即提振投资者信心。数据显示，截至3月21日，燕之屋天猫旗舰店仅售出30份总裁碗燕，每份售价3168元。
此外，燕之屋最新发布的2024年财报显示，公司虽然实现营业收入20.5亿元，同比增长4.37%，但股东应占溢利下滑22.33%至1.56亿元，这是公司首次出现股东应占溢利负增长。财报还显示，公司销售及营销开支高达6.71亿元，占当期营业收入的32.73%。相比之下，研发开支占比不到2%。这种重营销轻研发的策略可能引发了市场对公司长期增长潜力的担忧，进而影响了股价表现。
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