31 March 2026 | 1:46AM HKT Equity Research China Consumer Staples: Spirits/F&B expert calls: sequential on-trade recovery with Moutai leading recovery; remain cautious on other spirits On Mar 30, we hosted an expert call with a large spirits and F&B distributor located in Central China. Key highlights: 1) Spirits recent updates and 2026 outlook: the expert saw c.15%+ decline post LNY and sequential narrowing in decline magnitude in Mar without a significant drop in mass consumption/banquets post LNY peak se ...

Investment Rating - The investment rating for the essential consumer goods sector in China is "Outperform" for multiple companies including Guizhou Moutai, Wuliangye, and Yili [1]. Core Insights - In March 2026, eight essential consumer goods sectors showed mixed performance, with four sectors experiencing growth and four facing declines. The sectors with positive growth included frozen foods, condiments, food services, and soft drinks, while mid-to-high-end baijiu, mass-market baijiu, dairy products, and beer saw negative growth. The overall performance is attributed to the fading of the Spring Festival consumption boost and a weakening recovery in the food service sector [20]. Summary by Sector Baijiu (Mid-to-Premium and Above) - In March, the mid-to-high-end and premium baijiu sector generated revenue of 29.5 billion yuan, a year-on-year decrease of 14.5%. Cumulative revenue for January–March reached 120.5 billion yuan, down 14.3% year-on-year. The sector is facing pressure on both volume and price due to slower-than-expected recovery in business consumption scenarios [21]. Baijiu (Mass-Market and Below) - The mass-market and lower-tier baijiu sector generated revenue of 20.2 billion yuan in March, down 1.0% year-on-year. Cumulative revenue from January to March was 60.5 billion yuan, down 1.5% year-on-year. Demand remains robust, supported by daily personal consumption and family gatherings [22]. Beer - The beer industry generated revenue of 14.0 billion yuan in March, down 1.4% year-on-year. Cumulative revenue for January–March was 46.2 billion yuan, down 1.5% year-on-year. Terminal demand was weak, but the sector is entering a peak season stockpiling cycle as temperatures rise [22]. Condiments - The condiments industry generated revenue of 35.5 billion yuan in March, a 3.0% year-on-year increase. Cumulative revenue for January–March reached 123.9 billion yuan, a 4.0% year-on-year increase. The growth rate slowed due to waning peak season effects and increased discounts [23]. Dairy Products - The dairy industry generated revenue of 33.9 billion yuan in March, down 0.9% year-on-year. Cumulative revenue for January–March reached 118.9 billion yuan, down 1.9% year-on-year. The liquid milk market is in a period of adjustment, with household consumption remaining robust [24]. Frozen Foods - The frozen food sector generated revenue of 10.3 billion yuan in March, up 6.3% year-on-year. Cumulative revenue for January–March reached 39.3 billion yuan, up 7.9% year-on-year. Demand for dining out has improved, significantly boosting the sector [25]. Soft Drinks - The soft drink industry generated revenue of 48 billion yuan in March, up 3.2% year-on-year. Cumulative revenue for January–March reached 194 billion yuan, up 1.9% year-on-year. Discounts in the soft drink market have widened, reflecting intensified competition [27]. Catering - The food service industry generated revenue of 13.8 billion yuan in March, up 3.8% year-on-year. Cumulative revenue for January–March reached 44 billion yuan, up 3.6% year-on-year. The sector has benefited from the recovery of consumption scenarios and policy support [28].

Investment Rating - The report maintains a "Buy" recommendation for the liquor industry, indicating a positive outlook for investment opportunities in the sector [2]. Core Insights - The 2026 Spring Sugar Conference showed a decline in overall participation and interest in traditional exhibitions, while new retail and new liquor formats gained significant traction, reflecting a generational shift in consumer preferences [2][12]. - The report suggests that 2026 marks not only a bottoming out of the liquor cycle but also the beginning of a new era in the industry, driven by changes in consumer behavior and market dynamics [3][8]. Summary by Sections Spring Sugar Conference Observations - The number of participating liquor companies and attendees decreased, with major brands like Moutai and Wuliangye absent from hotel exhibitions, leading to a shift towards smaller brands [12]. - There is a notable increase in interest in new retail and new liquor formats, indicating a shift in consumer focus towards product quality and convenience [12][15]. Thoughts on 2026 - The report emphasizes the need for liquor companies to focus on direct consumer engagement and efficiency, moving away from traditional channel-centric models [19]. - It highlights that the worst phase for the industry is believed to be over, with improvements in cash flow and inventory levels among distributors [28]. Industry Feedback - Sales declines have narrowed, with regional disparities still present; the report notes that the liquor industry is entering a phase of differentiation as it stabilizes [39]. - The report indicates that while high-end brands like Moutai and Wuliangye are performing well, lower-tier brands are struggling with inventory issues [40]. Individual Company Feedback - Moutai and Wuliangye are noted for their strong sales performance, with Moutai's pricing remaining robust and Wuliangye planning to reduce channel expenses while maintaining price stability [25][32]. - Other brands like Fenjiu and Gujing are also highlighted for their strategic adjustments and market performance [25]. Investment Recommendations - The report recommends focusing on Moutai for its strong operational certainty and high dividend yield, as well as Wuliangye for its exceeding sales expectations [9]. - It suggests monitoring brands like Gujing and Fenjiu for their potential recovery and market responsiveness [9].

Summary of Key Points from Conference Call Records Industry Overview - The white liquor industry is currently in a bottoming phase, with 2026 designated as a year for price stabilization, shifting focus towards C-end operations and repurchase cultivation [1][2][3] - The liquor market is experiencing a transition from competition for traffic to user operation and repurchase cultivation, with leading companies focusing on precise connections at main venues [2][3] Key Insights on White Liquor - Moutai's price has stabilized at 1,600 RMB, showing double-digit growth during the Spring Festival, while Wuliangye plans to maintain prices above 800 RMB in Q2 [1][2] - The white liquor sector is expected to see improved forecasts after financial report pressures are released by the end of April [1] - Inventory reduction and channel profit changes will be key focuses in the first half of 2026, with companies that adjust first likely to see marginal improvements in the second half [2][3] Performance of Major Brands - **Moutai**: Expected annual growth rate of 7.5% during the 14th Five-Year Plan, with a controlled sales volume providing a solid price floor [2] - **Wuliangye**: Achieved double-digit growth during the 2026 Spring Festival compared to 2024, with plans to reduce volume and tighten channel policies to push prices back up [4] - **Luzhou Laojiao**: Adopted a price maintenance strategy, with a decline in high-end product sales but stable low-end product performance [4] - **Fenjiu**: Experienced better-than-expected sales during the Spring Festival, with a focus on mid-range products showing resilience [5] Market Dynamics and Investment Strategies - The overall market sentiment among distributors is calm, with expectations of weak sales being accepted [3] - The investment strategy for the white liquor sector suggests continued pressure in March and April, with potential for recovery post-financial report disclosures [2][9] - Key recommended stocks include Moutai and Wuliangye, with Fenjiu also being highlighted for its potential rebound [10] Other Beverage and Food Industry Insights - The dairy sector is seeing a recovery in demand, with moderate price increases benefiting leading companies like Yili and Mengniu [1][13] - The restaurant supply chain is benefiting from improved demand, with companies like Haitian and Yihai showing double-digit growth in early 2026 [1][12] - The beer sector remains stable, with Yanjing Beer showing growth driven by its U8 product [10][11] Conclusion - The white liquor industry is on the verge of recovery, with key players like Moutai and Wuliangye positioned to benefit from price stabilization and improved market conditions in 2026 [9][10] - The overall investment landscape in the beverage and food sectors is promising, with specific focus on companies that can adapt to changing consumer demands and market conditions [12][20]

4补充一组i茅台数据，26Q1接近400万用户在i茅台上买到产品，26年1月为145万，我们对茅台一季度经营充满信 心！ 1行业压力最大的时候已经过去，这一点进一步得到确认，26年春节面临需求的不确定、禁酒令后续影响、高基 数、茅台批价下跌，最终春节的情况好于悲观预期； 2经过春节的压力测试后，头部企业心中有底，战略战术开始明确； 3价格趋势Q2开始企稳向上，价格是景气度的风向标，茅台批价节后稳定在1500元以上（验证我们年初判断）， 五粮液预计后期也将恢复价格； 周观点：糖酒会总结 1行业压力最大的时候已经过去，这一点进一步得到确认，26年春节面临需求的不确定、禁酒令后续影响、高基 数、茅台批价下跌，最终春节的情况好于悲观预期； 2经过春节的压力测试后，头部企业心中有底，战略战术开始明确； 3价格趋势Q2开始企稳向上，价格是景气度的风向标，茅台批价节后稳定在1500元以上（验证我们年初判断）， 五粮液预计后期也将恢复价格； 4补充一组i茅台数据，26Q 周观点：糖酒会总结 行业最差时点已过，开始弱复苏，虽然目前复苏的斜率尚不确定，但对行业已没有必要继续悲观，更多是看优秀 的企业如何兑现阿尔法能力。 推荐：贵 ...

Investment Rating - The report suggests a positive investment outlook for the liquor industry, particularly recommending leading brands like Guizhou Moutai and Wuliangye for short-term and mid-term investment opportunities [1][2]. Core Insights - The liquor industry is experiencing structural differentiation, with a focus on rationality among enterprises and continuous clearing of financial statements. Guizhou Moutai is leading reforms, while Wuliangye is maintaining price stability through supply management [1][2]. - The report highlights a dual focus on recovery and growth in the consumer goods sector, emphasizing health-oriented product upgrades and channel transformations to explore incremental growth [1][6]. - The spring liquor fair in 2026 showed a subdued performance, with fewer participating companies and a trend towards digitalization and new consumer engagement strategies [2][3]. Summary by Sections Liquor Industry - The spring liquor fair indicated a continued structural differentiation in demand, with a notable increase in brand concentration and resilience in high-end pricing [2]. - Guizhou Moutai's price stabilized around 1600 yuan post-Spring Festival, while new product launches and digital retail channels are gaining traction [2][3]. - Wuliangye's core product saw double-digit growth in sales, reflecting strong brand resilience and effective marketing strategies [3]. Consumer Goods - The focus on health and functional upgrades in products is evident, with new product launches in low-sugar and health-oriented categories [6][8]. - Companies like汤臣倍健 are targeting double-digit revenue growth by enhancing online channels and expanding product categories [6]. - The report notes that the snack and beverage sectors are seeing significant growth opportunities, driven by health trends and innovative marketing strategies [6][8].

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Viewpoints - The report highlights a restructuring in the liquor industry, with a dual upgrade in products and channels for mass-market goods. The spring 2026 liquor fair showcased four key characteristics indicating a shift to a new phase of competition focused on existing market share [3][11] - The liquor industry is currently in a structurally bottoming phase, with significant price differentiation. The overall industry is expected to stabilize in the second half of 2026, with marginal improvements gradually emerging [4][12] - The mass-market segment is experiencing a dual transformation in products and channels, with health-oriented and functional products becoming the future development direction. The demand for mass-market products remains robust, driven by health innovation and improved channel efficiency [13] Summary by Sections Weekly Insights - The liquor index declined by 1.0% from March 23 to March 27, ranking 16th among 28 sectors, outperforming the CSI 300 by approximately 0.4 percentage points. The sub-sectors of processed foods (+4.3%), fermented seasonings (+3.2%), and snacks (+1.2%) performed relatively well [11][14] Upstream Data - As of March 17, the price of whole milk powder at GDT auction was $3,709 per ton, down 4.0% month-on-month and 8.5% year-on-year. Domestic fresh milk prices were 3.03 yuan per kilogram, up 0.3% month-on-month but down 1.9% year-on-year [19][20] Liquor Industry Data - In mid-March 2026, the national liquor price index showed a slight increase of 0.05%. The report indicates that the high-end liquor segment is showing signs of recovery, while the mid-range segment is still in a phase of demand exploration and inventory reduction [43][44] Recommended Companies - The report recommends a portfolio including Kweichow Moutai, Shanxi Fenjiu, Ximai Foods, Haitian Flavoring, and Ganyuan Foods, highlighting their strong market positions and growth potential [5][49]

白酒：本周春糖召开，总体来看：1）行业层面，3 月动销由旺转淡，淡季动销环比回落速率较往年没有明显差异， 渠道层面对 26 年全年动销预期较此前保持一致、即节奏前低后高，26 年全年拉平动销或同比持平/微降。价盘层面， 渠道预期仍预计淡季或有行业价盘再回落风险；考虑到流通市场持续去库存，即使回落、幅度亦有限。2）酒企层面， 落实去库存、控量稳价，以及布局低度化等行业新趋势成为短期主要打法。考虑春节动销同比仍有缺口，且酒企仍处 "去库存"阶段，我们预计 25Q4+26Q1 上市酒企表观整体延续 25Q3 相似的出清斜率，26H2 低基数下或步入表观企稳 阶段。 我们看好当前白酒板块配置价值、低预期下胜率可观，尤其是在市场风偏受外部风险事件影响有所波动的窗口期。预 期先行、节后即使淡季亦具备自上而下催化，从复盘来看 PPI、M1 等对白酒需求侧具备前瞻信号意义。伴随"反内卷" 政策持续落地、企业 ROE 有望改善，并传导至企业端招待等支出提升、居民收入预期改善，行业拐点将逐步临近。 配置方向建议：1）品牌力突出、护城河深厚的高端酒（贵州茅台、五粮液），渠道势能仍处于上行期的山西汾酒，受 益于大众需求强韧性&乡镇消 ...

Core Insights - The report highlights that the snack chain industry is undergoing a transformation with a focus on product innovation and channel efficiency, particularly in the context of the 2026 Spring Sugar Conference [8][16][39] - It emphasizes the trend of integrating health-conscious elements into both Chinese and Western snacks, with popular ingredients and flavors being identified at recent trade shows [18][22][27] - The report suggests that the convenience store model is evolving, with new store formats like "snack + fresh" stores being introduced to expand product boundaries and enhance customer experience [31][39] Weekly Focus: 2026 Spring Sugar Conference Feedback - Snack Chains - The report discusses the gradual recovery of the liquor industry and the strong performance of the seasoning industry post-holiday, indicating a clear "Matthew Effect" [8][16] - It notes that Chinese snacks are leaning towards "popular element combinations," while Western snacks emphasize "clean ingredient lists" and health benefits [18][27] - Key products observed at the conference included konjac, quail eggs, and chicken feet, with innovative combinations like "konjac + quail eggs" gaining traction [18][22] - The report identifies leading brands participating in the conference, such as Yanjinpuzi and Ganyuan Foods, showcasing their new product lines and marketing strategies [22][27] Industry Overview - The food and beverage sector experienced a -1.0% change in stock performance from March 23 to March 27, ranking 18th out of 31 sectors, slightly outperforming the CSI 300 index by 0.4 percentage points [40][44] - Within the sector, processed foods and seasoning products showed positive performance, with increases of +4.3% and +3.2% respectively, while soft drinks and liquor lagged behind with declines of -1.5% and -1.8% [40][44] - The report indicates that 57 stocks in the food and beverage sector rose, while 61 fell, reflecting a balanced market sentiment [40][44] Valuation Situation - As of March 27, the food and beverage sector's PE-TTM was reported at 20.5X, with a valuation percentile of 1.0% over the past five years, while the liquor sector's PE-TTM was 17.8X with a 0.7% percentile [56][59] - The relative valuations of the food and beverage and liquor sectors compared to the CSI 300 index were 1.47 and 1.28 times, respectively [56][59] Liquor Price Tracking - The report provides insights into liquor pricing, noting that the price of a bottle of Feitian Moutai was 1550 CNY, a decrease of 10 CNY from the previous week, while the price for a case increased by 10 CNY to 1645 CNY [56][60]

投资建议 白酒：本周春糖召开，总体来看：1）行业层面，3 月动销由旺转淡，淡季动销环比回落速率较往年没有明显差异， 渠道层面对 26 年全年动销预期较此前保持一致、即节奏前低后高，26 年全年拉平动销或同比持平/微降。价盘层面， 渠道预期仍预计淡季或有行业价盘再回落风险；考虑到流通市场持续去库存，即使回落、幅度亦有限。2）酒企层面， 落实去库存、控量稳价，以及布局低度化等行业新趋势成为短期主要打法。考虑春节动销同比仍有缺口，且酒企仍处 "去库存"阶段，我们预计 25Q4+26Q1 上市酒企表观整体延续 25Q3 相似的出清斜率，26H2 低基数下或步入表观企稳 阶段。 我们看好当前白酒板块配置价值、低预期下胜率可观，尤其是在市场风偏受外部风险事件影响有所波动的窗口期。预 期先行、节后即使淡季亦具备自上而下催化，从复盘来看 PPI、M1 等对白酒需求侧具备前瞻信号意义。伴随"反内卷" 政策持续落地、企业 ROE 有望改善，并传导至企业端招待等支出提升、居民收入预期改善，行业拐点将逐步临近。 配置方向建议：1）品牌力突出、护城河深厚的高端酒（贵州茅台、五粮液），渠道势能仍处于上行期的山西汾酒，受 益于大众需求强韧 ...