一、本次协议转让基本情况 证券代码：603719 证券简称：良品铺子 公告编号：2025-039 良品铺子股份有限公司 关于持股 5%以上股东协议转让公司股份进展暨签署补充协议 的公告 本公司董事会、全体董事及相关股东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。 公司将积极关注本次股份转让的进展情况，并按照法律法规及相关规则的规 定，及时履行信息披露义务。 公司有关信息以公司在上海证券交易所网站（www.sse.com.cn）及公司指定 信息披露媒体《中国证券报》《证券时报》《上海证券报》《证券日报》刊登的相 关公告为准，敬请广大投资者注意风险，理性投资。 良品铺子股份有限公司（以下简称"公司"）持股 5%以上股东达永有限公司 （英文名称 SUMDEX LIMITED，以下简称"达永有限"）与武汉长江国际贸易集团 有限公司（以下简称"长江国贸"）于 2025 年 7 月 17 日签订了《关于良品铺子 股份有限公司之附生效条件的股份转让协议》（以下简称"原协议"），达永有限 拟以12.34元/股的价格向长江国贸协议转让其持有的上市公司36,049, ...

Core Insights - The article highlights the significant growth of the snack brand Liangpinpuzi since its integration with Taobao Flash Sale, reporting a 285% year-on-year increase in order volume and a 51.2% rise in new customer acquisition within four months [1][3]. Company Strategy - Liangpinpuzi has adapted its product selection and operational strategies to align with the trend of instant retail, focusing on quick delivery and impulse purchases [3]. - The company has restructured its approach to online sales, emphasizing a refined selection of products tailored for immediate consumption rather than replicating traditional e-commerce or offline store SKU structures [3]. Consumer Behavior - There is a noticeable shift in consumer purchasing behavior from planned bulk buying to immediate retail, with more users seeking the convenience of 30-minute delivery [3]. - The demographic of Liangpinpuzi's customer base has evolved, with a significant increase in younger consumers, particularly college students and young professionals from the post-95 and post-00 generations [3]. Market Trends - The influx of various snack brands into Taobao Flash Sale has stimulated the demand for snack consumption, leading to a substantial increase in order volume for snack categories, particularly in July, where orders saw triple-digit growth [3].

Core Viewpoint - The recent crises faced by companies like Xibei and Baiguoyuan are seen as inevitable due to underlying misunderstandings regarding public relations [2] Group 1: Importance of Public Relations - Many traditional consumer brands do not prioritize public relations, often lacking a dedicated PR director even after going public [4] - When performance declines, companies tend to cut PR teams instead of investing in them, leading to a high turnover rate among PR professionals [5] - Some advanced-thinking leaders hire PR directors but misallocate their roles to focus on sales rather than strategic communication [4] Group 2: Challenges in PR Management - PR professionals face limitations in upward communication, struggling to manage strong-willed bosses who may not heed their advice [7] - Successful entrepreneurs often possess absolute confidence, which can lead to a lack of openness to feedback, creating a disconnect between the PR team and the leadership [8] Group 3: Emotional and Communication Management - Effective PR involves managing the emotions of the boss and ensuring their communication skills are honed [10] - High-end brands often encounter crises due to emotional expressions from their leaders, which can lead to public relations disasters [13] - There is a lack of training in emotional management and communication skills for executives, which is a gap in business education [15] Group 4: Aligning Internal and External Perceptions - PR must bridge the gap between the internal perception of the brand and the external consumer view, ensuring consistency in messaging [24] - A significant disconnect between how a brand sees itself and how consumers perceive it can lead to crises [29] Group 5: Proactive Crisis Management - Effective PR should focus on preemptive measures rather than reactive crisis management, identifying potential issues before they escalate [34] - Establishing an internal self-check system can help in early detection of potential PR issues [37] Group 6: Risks of Personal Branding - The personal branding of entrepreneurs can amplify risks for consumer brands, as any controversy surrounding the individual can directly impact the brand [38] - It is advised that entrepreneurs maintain a degree of separation between their personal image and the brand to mitigate risks [39] Group 7: Social Responsibility in Branding - Brands should focus on telling stories that highlight their social value and responsibility, transforming from personal enterprises to socially responsible entities [40] - The narrative should aim to provide solutions to societal issues, enhancing the brand's relevance and impact [42]

Group 1: Industry Overview - The recent half-year reports of the snack industry reveal significant declines in performance, indicating a systemic issue rather than isolated company problems [1][3] - Major players like Liangpinpuzi and Laiyifen reported substantial revenue drops and losses, with Liangpinpuzi's revenue down 27.21% to 2.829 billion yuan and a net loss of approximately 94 million yuan, marking a 491.59% year-on-year decline [1][3] - The industry's profitability is under pressure due to rising raw material costs and intensified price competition driven by market homogenization [3][9] Group 2: Cost Structure and Profitability - Traditional snack brands are facing a rigid cost structure that has become a burden, with companies like Three Squirrels experiencing a 25.11% increase in sales expenses, amounting to 1.119 billion yuan, while only achieving a 7.94% revenue growth [3][5] - Laiyifen's financial expenses surged by 61.09% due to increased short-term borrowing and rising interest costs, exacerbating its profitability challenges [5][7] - The inability to compress fixed costs, such as marketing and retail expenses, has increased operational risks for these companies [7][9] Group 3: Pricing Power and Market Dynamics - The weakening of pricing power among companies has led to a direct impact on revenue, with Liangpinpuzi's strategy of lowering prices failing to prevent a near 1 billion yuan loss [9][10] - New emerging channels, such as bulk snack stores, are leveraging efficient supply chains to operate profitably at lower margins, further pressuring traditional brands [12][14] - The shift in consumer preferences towards value-for-money products has diminished the effectiveness of traditional high-end branding strategies [9][18] Group 4: Channel Dynamics - Traditional snack brands are losing their influence in the market as channels gain more power, with bulk stores like "Haoxianglai" rapidly expanding and capturing market share [10][12] - Retailers like Sam's Club and Hema are developing their own snack brands, which are gaining traction due to competitive pricing and consumer trust [14][16] - The decline in traditional channels has forced companies to close underperforming stores, reflecting a broader struggle to maintain market presence [16][21] Group 5: Brand and Product Disconnect - The traditional brands are facing a crisis of brand relevance as their marketing narratives fail to resonate with modern consumers [18][19] - The reliance on OEM/ODM systems has led to significant product homogenization, undermining the brands' competitive edge in an era where product differentiation is crucial [19][21] - Companies are beginning to explore new product lines and business models, indicating a recognition of the need for transformation in response to market pressures [21]

Core Insights - The acquisition of Liangpinpuzi by state-owned enterprises has become a hot topic, with Wuhan Yangtze International Trade Group (Changjiang Guomao) entering the picture after a previous agreement with Guangzhou Light Industry [3][4][7] - The deal involves the transfer of 29.99% of Liangpinpuzi's shares, with Changjiang Guomao set to gain control of the company [8][4] - Liangpinpuzi's founder, Yang Hongchun, has faced challenges as the company transitions from a high-end snack positioning to a focus on "natural and healthy new snacks" amid increasing competition [11][12][15] Acquisition Details - Changjiang Guomao will acquire 21% of Liangpinpuzi's shares for 10.46 billion yuan and an additional 8.99% for 4.45 billion yuan, maintaining the price of 12.42 yuan per share [4][8] - The acquisition process has been complicated by a lawsuit from Guangzhou Light Industry, which had previously signed an agreement to acquire shares from Liangpinpuzi's controlling shareholder [3][9] Company Background - Liangpinpuzi, once a leading player in the snack industry, has seen its market position challenged by the rise of low-cost competitors and changing consumer preferences [11][12] - The company previously thrived on the dual trends of consumption upgrade and e-commerce boom, achieving a peak market value of over 30 billion yuan [11][12] Strategic Shifts - Liangpinpuzi is undergoing a strategic transformation to address market challenges, focusing on reducing sugar, salt, fat, and additives in its products while promoting a "clean label" approach [13][14] - The company aims to lower prices by 10%-40% on key products to compete with low-cost snack retailers, while also enhancing its supply chain efficiency [14][15] Industry Trends - The Chinese snack industry is expected to face significant challenges in the next five years, including consumption segmentation, health awareness, and supply chain excess [15][18] - Brands must adapt by upgrading their products, supply chains, channels, and emotional branding to survive and thrive in a competitive landscape [15][18]

Group 1: Industry Overview - Konjac, known as "human cat strips," is becoming a phenomenon in the snack food market, attracting significant attention from various companies [1][5] - The konjac food industry has experienced a compound annual growth rate of 20% over the past decade, with the market size expected to reach 26.9 billion yuan in 2024 [5] - Major snack companies are increasingly entering the konjac segment, including Salted Fish Pouch, Wei Long, and Qiaqia Food, among others [1][6][7] Group 2: Company Performance - Salted Fish Pouch reported a revenue of 29.41 billion yuan in the first half of 2025, a year-on-year increase of 19.58%, with konjac snacks contributing 7.91 billion yuan, up 155.10% [6][7] - Wei Long's revenue reached 34.83 billion yuan in the first half of 2025, growing 18.5%, with konjac products driving a 44.3% increase in the vegetable product segment [5][6] - Qiaqia Food's revenue declined by 5.05% to 27.52 billion yuan in the first half of 2025, despite launching new konjac products [8] Group 3: Market Competition - The competition among snack companies is intensifying, with the number of stores for the "Ming Ming Very Busy" group surpassing 20,000 nationwide [3][10] - Companies are focusing on expanding their presence in snack retail channels, with Salted Fish Pouch emphasizing a strategy shift towards channel dominance [11][12] - Three Squirrels is also exploring opportunities in the konjac segment while investing in community snack stores to enhance competition [8][12][13]

Core Viewpoint - The emergence of konjac as a phenomenon-level snack product is driving significant revenue growth for various snack companies, with notable contributions from brands like Salted Fish Pouch and Wei Long [1][4][5]. Group 1: Company Performance - Salted Fish Pouch's konjac snack brand "Da Mo Wang" generated revenue of 791 million yuan in the first half of 2025, a year-on-year increase of 155.10%, accounting for 26.90% of total revenue [1][6]. - Wei Long's konjac products "Mo Yu Shuang" and "Xiao Mo Nu" significantly boosted its vegetable product segment revenue by 44.3% to 2.109 billion yuan, representing 60.5% of total revenue in the first half of 2025 [5][6]. - The overall revenue for Wei Long reached 3.483 billion yuan, with a net profit of 736 million yuan, both reflecting an 18.5% year-on-year growth [2][5]. Group 2: Market Trends - The konjac food industry has experienced a compound annual growth rate of 20% over the past decade, with a projected market size of 26.9 billion yuan by 2024 [4]. - More than 30 companies, including Qiaqia Food, Three Squirrels, and Liangpinpuzi, are entering the konjac snack market, indicating a competitive landscape [6][8]. Group 3: Channel Expansion - The snack industry is witnessing intense competition in the retail channel, with the Mingming Hen Mang Group surpassing 20,000 stores nationwide, prompting companies to focus on snack retail channels [10][12]. - Salted Fish Pouch has shifted its strategy to prioritize channel development, with over 70% of its revenue coming from distribution channels, including snack retail and community group buying [10][12]. - Qiaqia Food reported a significant increase in revenue from snack retail channels, growing from approximately 5 million yuan in January 2023 to around 45 million yuan in April 2024 [11][12].

Core Insights - The pursuit of "natural, healthy, and functional" products by the new generation of parents has led to the emergence of a trillion-yuan baby food market in China, with the infant complementary food market expected to reach 55.91 billion yuan in 2024 and the children's food market around 214 billion yuan, potentially exceeding 300 billion yuan by 2027 [1][3][24] Market Overview - The infant food industry is divided into two main segments: infant complementary foods for ages 6 months to 3 years, which have strict production qualifications and safety standards, and children's foods for ages 3 to 12, which currently lack mandatory unified standards [3][6] - The infant complementary food market is projected to grow at a compound annual growth rate (CAGR) of 8.9% from 2019 to 2024, with an expected market size of 81.75 billion yuan by 2029 [3][24] - The children's food market is expected to grow at an annual rate of 14% from 2025 to 2027, with a market size of approximately 214 billion yuan in 2024 [3][24] Investment and Capital Influx - The rapid growth of the industry has attracted various capital investments, with traditional snack giants like Liangpinpuzi, Baicaowei, and Three Squirrels launching children's snack sub-brands [4][24] - Brands such as Ying's Holdings and others have received multiple rounds of financing, indicating strong investor interest in the sector [4][24] Standardization Challenges - There is a lack of unified standards for children's food, leading to higher premiums for products labeled as "baby food," raising questions about their value [2][12] - Since 2019, 63 standards related to children's food have been published, with a significant number expected in 2024, but opinions are divided on the necessity of a unified standard [1][7][8] Quality Concerns - Some brands have faced scrutiny for product quality, with reports of non-compliance in testing and concerns over the reliance on contract manufacturing [2][21][23] - The prevalence of contract manufacturing in the industry raises questions about quality control and safety, as many brands outsource production to multiple manufacturers [22][23][27] Consumer Behavior and Market Trends - Over 70% of millennial parents are willing to pay a premium for high-quality, health-oriented products, driving demand for children's food [18][19] - The market is seeing a shift towards high-end, refined feeding habits, with parents increasingly interested in organic, low-allergen, and functional foods [25][27] Future Outlook - The penetration rate of infant complementary foods in China is only 38%, indicating significant growth potential as standards improve and consumer awareness increases [24][27] - The demand for children's food is expected to rise as parents focus on nutrition for growth and development, with a projected increase in the market size for children's food [26][27]

Group 1 - The leisure food sector increased by 0.68% on September 4, with Gui Faxiang leading the gains [1] - The Shanghai Composite Index closed at 3765.88, down 1.25%, while the Shenzhen Component Index closed at 12118.7, down 2.83% [1] - Notable performers in the leisure food sector included Gui Faxiang, which rose by 6.12% to a closing price of 13.00, and Lai Yifen, which increased by 5.05% to 14.34 [1] Group 2 - The leisure food sector saw a net inflow of 27.75 million yuan from main funds, while retail investors contributed a net inflow of 84.39 million yuan [2] - Major stocks like San Zhi Song Shu and Lai Yifen experienced significant net outflows from speculative funds, with San Zhi Song Shu seeing a net outflow of 3.71 million yuan [2] - The data indicates a mixed sentiment among different types of investors, with main funds showing positive interest while speculative funds withdrew [2]

Core Viewpoint - The leisure food sector experienced a decline of 2.28% on September 3, with Youyou Food leading the drop [1] Group 1: Market Performance - The Shanghai Composite Index closed at 3813.56, down 1.16% [1] - The Shenzhen Component Index closed at 12472.0, down 0.65% [1] - Youyou Food's stock price fell by 9.77% to 12.37 [1] - Other notable declines include Maijiao (-5.03%), Lihigh Food (-4.90%), and Guifaxiang (-4.45%) [1] Group 2: Trading Volume and Value - Youyou Food had a trading volume of 280,100 shares and a transaction value of 366 million yuan [1] - Lihigh Food recorded a transaction value of 234 million yuan with a trading volume of 48,500 shares [1] - Guifaxiang had a transaction value of 181 million yuan with a trading volume of 145,100 shares [1] Group 3: Capital Flow - The leisure food sector saw a net outflow of 264 million yuan from main funds, while retail investors contributed a net inflow of 283 million yuan [2] - Speculative funds experienced a net outflow of 18.87 million yuan [2]