港股上市公司燕之屋（01497）今日盘中大跌5.80%，引发市场关注。分析人士认为，这可能与公司最新财报显示的业绩下滑以及高额营销支出有关。
根据燕之屋最新发布的2024年财报，公司实现营业收入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。这是燕之屋自上市以来首次出现股东应占溢利负增长。值得注意的是，公司2024年的销售及营销开支高达6.71亿元，占当期营业收入的32.73%，而研发开支占比不到2%。
近期，燕之屋聘请74岁的万科集团创始人王石作为品牌代言人，推出针对男性市场的"总裁燕窝"产品，意图开拓新的消费群体。然而，市场对这一营销策略的效果存疑。有业内人士指出，燕窝市场竞争日益激烈，盒马鲜生、东阿阿胶等品牌纷纷入局，燕之屋面临市场份额被蚕食的风险。此外，燕窝功效的争议以及过去的食品安全问题也可能影响投资者信心。在多重因素影响下，燕之屋股价承压下跌。
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