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On August 9th, according to Cai Lian She news (Reporter Luo Yichen), as a leading domestic sanitary napkin company, Baiya is pushing for e-commerce channels and achieving steady revenue growth. In the first half of the year, the company's revenue was 1.532 billion yuan, of which online channels contributed 0.653 billion yuan, and revenue accounted for 42.62%, becoming the biggest driving force for company's performance growth.

On the evening of the 9th, Baiya released its interim report. In the first half of this year, the company realized a revenue of 1.532 billion yuan, a year-on-year increase of 61.31%; the net profit attributable to shareholders of listed companies was 0.18 billion yuan, a year-on-year increase of 36.41%. During the reporting period, the company optimized its product structure by launching probiotic sanitary napkins and other means, and the comprehensive gross profit margin increased by about 6.8 percentage points year-on-year to reach 54.4%.

Looking at the quarter, the company's performance growth rate continues to increase. In the first quarter, Baiya's revenue and net profit attributable to shareholders of the parent company increased by 46.4% and 28.07% year-on-year respectively; in the second quarter, the above indicators increased further to 79.56% and 49.37% year-on-year. Previously, multiple brokerages expected the company's full-year revenue and net profit attributable to shareholders of the parent company to increase by about 30% year-on-year.

The significant increase in the company's first-half revenue is mainly due to the promotion of online channels. During the reporting period, online channels contributed 0.653 billion yuan in revenue, a year-on-year increase of 176%, while offline channels achieved a revenue of 0.811 billion yuan, an increase of only about 23% year-on-year. In the first half of this year, Baiya's online channel revenue accounted for further climbing to 42.62%, and this data was 23% and 35% respectively in 2022-2023.

With the expansion of online channels, the significant increase in marketing and promotion expenses has become a common problem in the consumer industry. In the past, strategies that relied on marketing and promotion expenses to boost revenue in cosmetics targeting female consumers have gradually lost effectiveness. For brand owners, marketing and promotion expenses have gradually become one of the main threats to company profits. Balancing sales expenses and revenue has become a common problem faced by consumer product companies.

According to Cai Lian She reporters, the sharp increase in marketing and promotion expenses has become a common problem in the consumer industry. In cosmetics targeting female consumers, strategies that relied on marketing and promotion expenses to boost revenue have gradually become ineffective. For brand owners, marketing and promotion expenses have gradually become one of the main threats to company's profits. Balancing sales expenses and revenue has become a common problem faced by consumer product companies.

Sandalwood e-commerce monitoring data shows that in the first three weeks of July, the sales of sanitary napkins on major e-commerce platforms (Tmall, JD, Douyin, and Kuaishou) increased by 18% year-on-year, basically the same as in the second quarter. Among them, Baiya's “Ziyou Dian” continues to lead the industry. In terms of market share, affected by the overdraft effect of the 618 promotion, the market share of leading brands in the industry, such as Hushubao under Procter & Gamble, Gaojiesi under Kimberly-Clark, Su Fei under Unicharm Corporation Sponsored ADR, and Ziyou Dian under Baiya, has dropped slightly seasonally compared to the second quarter, while small brands have seized share through Douyin e-commerce and Kuaishou e-commerce.