Second, there are fundamental flaws in the profit structure. Raw-material costs have long remained above 85% of revenue, reaching 87.5% in the first three quarters of 2025—well above the industry average. This was compounded by a 63.7% surge in selling and marketing expenses in 2024 and a 20.1% increase in administrative expenses; cost growth far outpaced revenue growth, keeping gross margin under sustained pressure. Third, there is a perception gap between the flagship “freshly hand-wrapped” selling point and actual operations. The company uses centrally produced, frozen ingredients delivered from a central kitchen, with stores only wrapping on-site—something that does not match consumers’ understanding of “handmade throughout the entire process.” Controversy over pre-prepared food has further eroded trust in the brand. In addition, the company also faces compliance risks: in 2023, 21.6% of revenue was processed via third-party payment channels, and issues such as unpaid social insurance contributions and deficiencies in property filings remain to be addressed.
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。关于这个话题，PDF资料提供了深入分析
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中东地区拥有极具活力的年轻化人口结构，同时，对数字化服务日益增长的需求以及政府推动经济多元化的坚定决心，正共同构建一个极具活力的新兴市场生态，为中国企业提供了独一无二的试炼场与广阔的增长空间。，这一点在PDF资料中也有详细论述