The increase in margins is explained pretty well in their 4E.
1. The company has shifted to a much higher proportion of sales via direct to consumer models (like Douyin, Tmall etc.). This is much higher margin than wholesale but is more marketing intensive.
2. The company has also shifted to EZZ-branded products which the 4E states have an average gross margin of 87%. EAORON products (which they distribute and have historically made up a much bigger proportion of revenue) have an average gross margin of 30%.
Results were pretty good. The dump this afternoon is a bit confusing.
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The increase in margins is explained pretty well in their 4E.1....
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