港股上市公司燕之屋（01497）今日盘中大涨7.69%，引起市场广泛关注。
消息面上，燕之屋最近公布了2024年财报，虽然净利润同比下滑24.18%至1.6亿元，但公司积极调整营销策略，推出多元化产品线以应对消费降级趋势。公司签约巩俐、王一博和王石作为代言人，针对不同客户群体推出差异化产品，如面向男性消费者的"总裁碗燕"等高端产品，以及面向年轻消费者的燕窝粥等平价产品。这些举措显示出公司在应对市场变化方面的灵活性，提振了投资者信心。
展望未来，燕之屋管理层表示，2025年将调整营销费用结构，降低硬性广告投放，增加代言人与品牌的深度互动。公司计划在三线以下市场和县级市场加强布局，通过标准化店面和轻资产合作模式扩大市场覆盖。此外，燕之屋还与蒙牛、东阿阿胶等知名品牌合作，开发联名产品。公司预计2025年收入和利润都将保持双位数增长，其中利润增幅有望超过销售增幅。这些积极的业务发展计划可能是推动股价上涨的重要因素。
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