本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈述或者重 大遗漏，并对其内容的真实性、准确性和完整性承担法律责任。 证券代码：600702 证券简称：舍得酒业 公告编号：2025-033 舍得酒业股份有限公司（以下简称"公司"或"舍得酒业"）于近期收到上海证券 交易所下发的《关于公司 2024 年年度报告的信息披露监管问询函》（上证公函【2025】 0433 号）（以下简称《问询函》）。公司高度重视，会同上会会计师事务所（特殊普通 合伙）（以下简称"年审会计师"）就《问询函》涉及的问题逐项进行认真核查，现将 具体情况回复并公告如下： 一、关于主营业务。年报显示，报告期公司实现营业总收入 53.57 亿元，同比下降 24.41%，归母净利润 3.46 亿元，同比下降 80.46%。公司主营白酒及玻瓶的生产、销售， 主要通过批发代理和电商渠道销售，其中批发代理模式占公司酒类收入的 91%。报告期 公司酒类业务收入 47.89 亿元，同比下降 27.08%，酒类业务成本 13.92 亿元，同比下降 1.04%，收入下降幅度明显超过成本；酒类产品毛利率 70.93%，同比减少 7.65 个百分点， 相 ...

Core Insights - The graduation banquet market is expected to peak following the conclusion of the 2025 national college entrance examination, prompting a marketing battle among major liquor manufacturers [1] Group 1: Marketing Strategies - Shede Liquor has broken traditional marketing paradigms by implementing promotional policies such as buy-gift offers during graduation banquets, targeting the core needs of Generation Z families [3][6] - The company collaborated with Luo Zhenyu, founder of the "Get" app, to host a significant event titled "Youth Dream Pursuit, Needs Sacrifice," which included a themed speech on growth and planning for the future [3][7] - The event attracted 240 students and their parents from various cities, focusing on long-term growth paths and addressing key concerns regarding life planning after the college entrance examination [3][7] Group 2: Content and Engagement - Luo Zhenyu shared insights on life planning and the challenges posed by the AI era, emphasizing the importance of deep commitment over quick success [9] - The full video of the speech will be available on the "Get" app, aiming to reach a broader audience of students and parents, thereby deepening brand recognition and resonance with high-value demographics [11] - The "Graduation Banquet, Needs Sacrifice" series includes multiple promotional offers, such as a chance to win a study camp in Shanghai and luxury gifts for top scorers, enhancing customer engagement [12][14] Group 3: Integrated Marketing Approach - The integration of online and offline marketing strategies has effectively linked brand communication with market activities, showcasing a successful practice of integrated marketing [15] - The seventh season of "Shede Wisdom Figures" has achieved significant exposure, with over 760 million views, demonstrating the effective conversion of cultural IP into commercial momentum [17][19] - By leveraging Luo Zhenyu's influence and the popularity of the show, Shede Liquor has created a closed loop of content exposure, scene resonance, and sales conversion, driving market growth [19]

Group 1 - The core viewpoint of the news is that the China Securities White Wine Index has experienced a decline, with a 7.47% drop over the past month, a 10.45% drop over the past three months, and a year-to-date decline of 10.10% [1] - The China Securities White Wine Index is composed of listed companies involved in the production of white wine, providing investors with a diversified investment option [1] - The index's top ten weighted companies include Kweichow Moutai (17.24%), Shanxi Fenjiu (15.66%), Wuliangye (15.15%), and Luzhou Laojiao (14.84%) [1] Group 2 - The index is adjusted semi-annually, with sample adjustments occurring on the next trading day after the second Friday of June and December each year [2] - Weight factors are adjusted in accordance with the sample adjustments, which are fixed until the next scheduled adjustment unless a special situation arises [2] - Companies that are delisted or undergo mergers, acquisitions, or splits will be handled according to the calculation and maintenance guidelines [2]

Investment Rating - The industry investment rating is "Outperform the Market" (maintained) [1][30] Core Viewpoints - The consumer goods sector is showing structural prosperity, with traditional consumption revitalizing [5] - The report highlights the importance of understanding consumer needs and innovating in products, channels, and marketing to stimulate consumption potential [5] - Investment opportunities are seen in the snack and beverage sectors, with recommendations for companies like Dongpeng Beverage and Three Squirrels [5] Summary by Sections Alcohol Industry - The liquor index (CITIC) has a cumulative decline of -0.84% this week, with leading stocks like Jinhui Liquor (+6.25%) and Huangtai Liquor (+5.03%) showing positive performance [5] - Moutai has announced a buyback progress, reinforcing market confidence, with a total buyback of 5.1 billion yuan, accounting for 0.2635% of total shares [5] - Future expectations include a recovery in the consumption environment supported by policies, with recommendations for high-end and next-tier liquor brands [5] Food Industry - The food index (CITIC) has a cumulative decline of -0.34% this week, with stocks like *ST Chuntian (+15.38%) and Youyou Food (+9.57%) performing well [5] - The report indicates a structural prosperity in consumer goods, driven by generational differences in spending intentions and the emergence of new consumption categories that meet emotional and health needs [5] - Companies that effectively innovate based on consumer insights are likely to unlock consumption potential [5] Key Company Earnings Forecast - The report provides earnings per share (EPS) and price-to-earnings (PE) ratios for various companies, with recommendations for leading firms such as Kweichow Moutai, Wuliangye, and Yili Group [29]

Investment Rating - The report maintains a "Buy" investment rating for the food and beverage industry [8]. Core Viewpoints - The report highlights a bottoming trend in the liquor sector, with a focus on traditional consumer new beverages. It notes that the recent policy changes regarding government banquets will impact market sentiment but not significantly affect the fundamental demand for liquor, which is expected to stabilize [6][8]. - The report emphasizes the potential for investment in companies with valuation advantages and those that are actively repurchasing shares or increasing dividends, suggesting a favorable outlook for companies like Shui Jing Fang, Shanxi Fenjiu, and Shede Liquor [6][8]. - The report also discusses the new beverage products being launched by traditional consumer companies, indicating a shift towards health and wellness trends, with companies like Gu Yue Long Shan and Li Zi Yuan targeting younger demographics with innovative products [7][8]. Summary by Sections Industry News - In the first four months, the liquor production in Lüliang decreased by 1.5%. Tmall's 618 event saw a 72% growth in core liquor brands. Fujian province exported 280 million yuan worth of beer in the same period [16]. Company News - Guizhou Moutai launched a new series of Moutai liquor. Wuliangye is under local government investigation, and Luzhou Laojiao is maintaining a higher channel profit margin compared to competitors [19]. Investment Strategy - The report recommends focusing on companies with strong fundamentals and growth potential in the liquor sector, including Wuliangye, Luzhou Laojiao, and Shanxi Fenjiu, while also highlighting opportunities in the new beverage segment [6][8]. Key Company and Earnings Forecast - The report provides earnings per share (EPS) and price-to-earnings (PE) ratios for several companies, all rated as "Buy," including Luzhou Laojiao, Wuliangye, and Guizhou Moutai, indicating strong expected performance in the coming years [10].

Investment Rating - The report maintains an "Increase" rating for the food and beverage industry, indicating a positive outlook for the sector [5]. Core Insights - The beer and beverage sector is entering a peak season, with a focus on new product launches in mass-market segments. The report highlights three main lines for investment in liquor: leading brands, high-certainty regional brands, and flexible targets benefiting from recovery and risk appetite [1][2]. - The report emphasizes the importance of product innovation and quality in driving growth for companies like Yanjing Beer and Nongfu Spring, particularly in the beverage segment [3][4]. Summary by Sections Liquor Industry - Guizhou Moutai has launched a new product series, enhancing its cultural product structure and international expansion. The liquor market is stabilizing as inventory adjustments continue, providing long-term investment opportunities in leading stocks [2]. Beer and Beverage Sector - Yanjing Beer is implementing multiple strategies to drive U8 growth, including product quality differentiation and market penetration. Nongfu Spring has introduced a new carbonated drink, indicating ongoing competition in the beverage industry, which is expected to maintain high growth due to improved consumer scenarios [3]. Mass-Market Products - The report notes that Sam's Club is accelerating new product launches, which benefits companies that maintain high quality and innovation. The change in accounting for a subsidiary by Haoxiangni may lead to short-term profit fluctuations but could enhance asset value in the long run [4].

Investment Rating - The investment rating for the company is maintained as "Buy" with a target price of RMB 70.68 [8]. Core Views - The company focuses on long-term healthy and stable development, with recent operational performance under pressure but showing signs of recovery during the May Day holiday [2][4]. - The company emphasizes channel health and inventory reduction, expecting to achieve a breakthrough after a period of adjustment [1][4]. - The company aims to enhance brand influence and sales through targeted marketing strategies, particularly focusing on core products and younger demographics [3][4]. Summary by Sections Operational Performance - The company reported a challenging Q1 but maintained stable sales for its flagship product during the May Day holiday, with a focus on graduation banquets [2]. - The company has successfully reduced inventory levels, with over half of its distributors maintaining healthy inventory levels (2-3 months of stock) [2]. Financial Projections - The company forecasts net profits of RMB 413 million, RMB 445 million, and RMB 501 million for 2025, 2026, and 2027 respectively, representing a CAGR of 13% [5]. - The expected EPS for 2025, 2026, and 2027 is RMB 1.24, RMB 1.33, and RMB 1.51 respectively [5]. Market Strategy - The company is committed to long-term strategies, focusing on four core products and leveraging both online and offline channels to drive sales [4]. - The company plans to cultivate consumer habits and enhance product quality, branding, and cultural aspects to adapt to market changes [3][4].

Group 1 - The event "Taste of China" was held at UNESCO headquarters in Paris, showcasing Chinese culture and promoting dialogue between Chinese and global civilizations [1][4][6] - Shendao Liquor, representing traditional Chinese culture, received high praise for its products, enhancing the recognition of Chinese liquor culture among foreign consumers [3][10] - The event featured innovative formats such as "intangible cultural heritage performances + digital interactive experiences," highlighting the unique charm of Chinese culinary culture [6][8] Group 2 - Shendao Liquor presented several flagship products, including "Wisdom Shendao" and "Tuo Pai Liquor," emphasizing the long-standing heritage and cultural significance of its brewing techniques [8][10] - The company aims to leverage cultural narratives to expand its international market presence, with a focus on storytelling that resonates across cultures [11][13] - Shendao Liquor has reached 36 countries and regions, with a reported average sales growth of 200% in key overseas markets last year, indicating a strong international expansion strategy [13][15] Group 3 - The upcoming International Aged Liquor Festival in Paris aims to further enhance overseas consumers' understanding of Chinese liquor culture [15] - The company's strategy aligns with China's broader cultural soft power initiatives, positioning Chinese liquor as a global cultural ambassador [15]

随着白酒产量的持续下滑，行业整体踏入存量竞争阶段。有白酒上市公司5月就公开表示：酒类消费供 需结构出现了转移和分化，酒类消费市场进入到存量期；舍得酒业（600702.SH）也在近期提及"行业挤 压式存量竞争不断加剧"。 国家统计局最新数据显示，2025年1-4月，全国规模以上企业白酒（折65度，商品量）产量130.8万千 升，同比下降7.8%。其中，4月产量28.1万千升，同比下降13.8%。 记者注意到，2016年以来，白酒产量逐年下滑。据国家统计局数据，我国白酒产量在2016年达到1358.4 万千升的高点，此后便开启逐年下滑模式，2024年我国白酒产量为414.5万千升。 一位白酒上市公司高管表示："行业调整短期会增加企业经营难度，导致行业竞争加剧，但对于行业健 康度提升也有积极作用。" 白酒产量逐年下滑，中小酒企"存量厮杀"加剧 国家统计局数据显示，2024年，全国规模以上企业累计白酒产量（折65度，商品量）414.5万千升,同比 下降1.8%；2024年12月,规模以上企业白酒（折65度）产量47.4万千升,同比下降7.6%。 来源于东莞证券研究所 这是白酒产量持续下滑的第八个年头。产量收缩的原因， ...

Group 1 - The core viewpoint of the article highlights a downward trend in liquor prices in major cities like Guangzhou, Shenzhen, and Dongguan as the Dragon Boat Festival approaches, with over two-thirds of products experiencing price declines [1][2][4] - In Guangzhou, the retail price of Feitian Moutai has dropped to an average of 2579.73 yuan per bottle, with some retailers offering it at around 2300 yuan, while other premium products like Wuliangye have seen a slight decrease of 18 yuan per bottle [2][3] - Shenzhen's market shows a similar trend, with over two-thirds of sampled products experiencing price drops, although some prices may be artificially inflated due to limited availability in certain channels [4][5] Group 2 - In Dongguan, nearly half of the sampled products maintained stable prices, with only 8 out of 21 products showing a decline, while the price of Luzhou Laojiao increased by 61.1 yuan to 1075.6 yuan per bottle due to replenished stock in certain channels [7][8] - The article notes that the upcoming 618 shopping festival has led to price adjustments on e-commerce platforms, with 15 out of 21 sampled premium liquors experiencing price reductions, while only one liquor saw an increase [9][10] - A comparison between the Bay Area and Southwest liquor prices reveals that the Bay Area's retail prices are significantly higher, with differences ranging from 15 to 82 yuan, attributed to higher demand for premium products in the region [11][12]