证券代码：300783 证券简称：三只松鼠 公告编号：2025-042 三只松鼠股份有限公司 关于投资事项的进展公告 本公司及董事会全体成员保证信息披露的内容真实、准确、完整，没有虚假记 载、误导性陈述或重大遗漏。 2024 年 10 月 28 日，三只松鼠股份有限公司（以下简称"公司"）第三届董 事会第十七次会议审议通过《关于签订<投资意向协议>的议案》，公司全资子公司 安徽一件事创业投资有限公司拟以不超过人民币 2 亿元收购湖南爱零食科技有限公 司的控制权或相关业务及资产。具体内容详见公司 2024 年 10 月 29 日登载于巨潮 资讯网（http://www.cninfo.com.cn）的《关于签订<投资意向协议>的公告》（公 告编号：2024-055）。 一、交易概述 2025 年 1 月 24 日，交易各方经友好协商，决定将《投资意向协议》有效期及 排他性约定的 90 天延长至正式投资协议签署之日，各方将继续就交易具体方案做 进一步磋商。具体内容详见公司 2025 年 1 月 24 日登载于巨潮资讯网 （http://www.cninfo.com.cn）的《关于签订<投资意向协议>的进展公告》（公 ...

Core Viewpoint - The article highlights the resurgence of the snack industry, particularly focusing on companies like Three Squirrels, which has successfully navigated challenges and achieved significant revenue growth, while traditional consumer brands struggle with stagnation [1][2]. Company Performance - Three Squirrels reported a revenue of 10.622 billion yuan in 2024, marking a 49.3% year-on-year increase, and a net profit of 408 million yuan, up 85.51% [1][2]. - The company aims to achieve a dual listing (A+H) on the stock market, potentially becoming the first in the industry to do so [2]. - After a period of decline, Three Squirrels has rebounded, with a strategic focus on supply chain efficiency and new sales channels, particularly through social media platforms like WeChat [10][11]. Industry Trends - The snack industry is experiencing a bifurcation, with some companies like Three Squirrels and Mingming Hen Mang showing significant growth, while others like Liangpinpuzi and Laiyifen face substantial declines [14][17]. - The competitive landscape is shifting towards companies that prioritize supply chain efficiency, digital operations, and innovative marketing strategies [17][19]. - The global snack market is projected to reach $835.8 billion by the end of 2033, with a compound annual growth rate of 5.1% over the next decade, prompting companies to explore international markets [18]. Strategic Initiatives - Three Squirrels has implemented a "high-end cost-performance" strategy to enhance competitiveness and has successfully leveraged new traffic platforms for growth [10][11]. - The company has expanded its product offerings beyond nuts to include coffee, beverages, baked goods, and pet food, reflecting a broader market strategy [18]. - The industry is witnessing a trend towards digitalization, with companies like Mingming Hen Mang leading in digital management capabilities, enhancing their operational efficiency [16].

Overview - The demand for boneless chicken feet is increasing as national income levels rise, with consumers focusing more on food quality and taste. This product appeals to a wide range of consumers, especially young people who frequently try new flavors and brands. The market size for boneless chicken feet in China is projected to reach 14.66 billion yuan in 2024, representing a year-on-year growth of 17.75% [1][10]. Market Policies - Recent years have seen stricter food safety regulations in China, with policies aimed at enhancing the standards for raw material procurement, processing techniques, and hygiene standards for boneless chicken feet producers. Notable policies include the "Food Labeling Supervision and Management Measures" and the "Opinions on Further Strengthening Food Safety Supervision" issued in March 2025, which aim to protect consumer rights and ensure food safety [3][5]. Industry Chain - The boneless chicken feet industry consists of an upstream segment that includes raw chicken feet, seasonings, food additives, and packaging materials. The midstream involves the production of boneless chicken feet, while the downstream encompasses various sales channels such as supermarkets, convenience stores, and e-commerce platforms, catering to a diverse consumer base [6][8]. Current Development - The boneless chicken feet market is characterized by a broad consumer demographic, including young adults, office workers, and students. The product's convenience and taste have made it popular across various consumption scenarios, such as family gatherings and office snacks [10]. Competitive Landscape - The boneless chicken feet market has become increasingly competitive since its rise in popularity around 2019, particularly on platforms like Douyin. Key players in the industry include Anhui Zhuoxi Food Co., Ltd., Liangpinpuzi Co., Ltd., and Beijing Wang Xiaolu Network Technology Co., Ltd., among others [12][14]. Industry Representative Companies - Anhui Zhuoxi Food Co., Ltd. operates the brand "Tuoguxia," which focuses on fresh and tasty boneless chicken feet, offering various flavors to meet consumer preferences [15]. - Sichuan Zou Xiaohua Cultural Communication Co., Ltd. emphasizes traditional methods and quality in its products, including boneless chicken feet, and has established a strong online sales presence [17]. Future Trends - The future of the boneless chicken feet market is expected to lean towards healthier options, with products that are low in fat, low in sodium, and high in protein gaining popularity. Companies will likely focus on developing new flavors and using natural ingredients to attract health-conscious consumers [19].

Core Viewpoint - The company has successfully navigated through a challenging period and is now focusing on becoming a comprehensive supply chain company that integrates manufacturing, branding, and retailing. Group 1: Company Recovery and Strategy - The company experienced a significant decline in revenue and profit after its peak in 2019, where it became the first in the snack industry to exceed 10 billion yuan in annual revenue [1][42] - A consensus was reached among executives that the company's products were priced too high, leading to a strategic shift towards "high-end cost-effectiveness" [2][14] - The company has successfully utilized platforms like Douyin (TikTok) to boost sales, achieving 2.2 billion yuan in sales in 2023, surpassing Tmall's 1.9 billion yuan [4] Group 2: Organizational Changes and Market Adaptation - The company adopted a "weaker" approach to management, focusing on small changes and empowering teams to make adjustments [11][12] - A new pricing and operational strategy was implemented to enhance competitiveness against lower-priced brands [15][16] - The company is expanding its product range with 33 new proprietary brands across various categories, including pet food and convenience foods [4][28] Group 3: Future Vision and Market Positioning - The founder envisions the company as a "super supply chain" entity that can serve various retail channels and consumer needs [5][17] - The company aims to establish a presence in community retail through convenience stores and lifestyle shops, capitalizing on urbanization trends [19][22] - The company recognizes the importance of adapting to market changes and is committed to continuous innovation and brand development [34][40]

Investment Rating - The report maintains a "Recommendation" rating for the food and beverage industry, indicating that the industry index is expected to outperform the benchmark index by more than 10% [5]. Core Insights - The food and beverage sector in A-shares has seen a decline of 2.12% over the past two weeks, underperforming the Shanghai Composite Index by 3.22 percentage points [2][14]. - Within the sector, soft drinks (+9.45%), snacks (+5.48%), and other alcoholic beverages (+4.98%) have shown the highest gains, while dairy products (-3.81%), liquor (-3.64%), and fermented seasoning products (-1.26%) have experienced the largest declines [2][14]. - Notable individual stock performances include Junyao Health (+72.44%), Hainan Coconut Island (+20.26%), and Miaokelando (+19.95%) leading in gains, while Wufangzhai (-10.35%), ST Jiajia (-6.92%), and Shanxi Fenjiu (-5.41%) faced the largest losses [2][14]. Summary by Sections Market Review - The food and beverage industry in A-shares has underperformed compared to major indices, with a year-to-date decline of 2.57% [14]. - The report highlights the performance of various sub-sectors, with soft drinks and snacks showing resilience while liquor and dairy face challenges [2][14]. Key Data Tracking - The report provides pricing data for key products, such as the price of Feitian Moutai at 2,130 RMB for original boxes and 2,050 RMB for bulk, reflecting a decrease of 25 RMB and 50 RMB respectively over two weeks [3][29]. - The average price of fresh milk in major production areas is reported at 3.06 RMB per kilogram, down 8.4% year-on-year [36]. Key Events Tracking - The report notes that the food manufacturing sector's profit increased by 1.1% year-on-year in the first four months of 2025, with total revenue reaching 713.58 billion RMB [4][55]. - Performance in the e-commerce space during the Tmall 618 event shows strong sales for brands like Three Squirrels and Good Products Store [4][55]. Investment Recommendations - For the liquor segment, the report suggests focusing on high-end brands with strong market positions, such as Guizhou Moutai and Wuliangye, while also considering regional leaders with favorable competitive dynamics [10][56]. - In the broader consumer goods category, the report highlights the rising popularity of yellow wine and the seasonal uptick in beer consumption, alongside strong performance in snack foods and energy drinks [10][56].

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]

Overview - The demand for spicy chicken feet (泡椒凤爪) is increasing due to rising national income levels, with a projected demand of 337,900 tons and a market size of 23.45 billion yuan in 2024, averaging 69.40 yuan per kilogram [1][10] - The Z generation is becoming the main consumer group, showing strong demand for snacks and emphasizing taste, packaging, and consumption experience [1][10] Market Policy - Recent policies have imposed stricter requirements on the production process, hygiene standards, and additive usage for spicy chicken feet, including guidelines for traditional food production and food safety management [3][5] Industry Chain - The upstream of the spicy chicken feet industry includes raw chicken feet, seasonings, food additives, and packaging materials, while the midstream focuses on production, and the downstream involves various sales channels such as supermarkets, convenience stores, and e-commerce platforms [6] Consumer Demographics - The consumer base is broad, with over 70% of young consumers aged 15-35, particularly those aged 25-35 (46.25%) and 15-24 (33.14%), favoring spicy chicken feet as a snack for various occasions [8] Competitive Landscape - The spicy chicken feet market is highly fragmented with many small to medium-sized enterprises, where over 70% of related companies have registered capital under 1 million yuan, and less than 10% have over 50 million yuan [15] Key Companies - Youyou Food Co., Ltd. generated a total revenue of 1.182 billion yuan in 2024, with spicy chicken feet accounting for 785 million yuan, or 66.4% of total revenue [17] - Chongqing Qishuang Industrial Group Co., Ltd. focuses on the research, production, and sales of various snack foods, including spicy chicken feet [19] Development Trends - Future trends indicate a shift towards healthier options, including low-salt, low-sugar, and functional products with added collagen, as well as a diversification of flavors beyond traditional spicy varieties [21]

Group 1: Sales Performance - The first phase of Tmall's 618 sales event saw a 72% year-on-year growth in core liquor brands within the Taobao ecosystem, with significant increases in domestic liquor categories [2] - Notable sales growth in domestic liquor brands includes Jian Nan Chun at 284%, Luzhou Laojiao at 433%, and Langjiu at 90% [2] - Imported wine brands also performed well, with Penfolds achieving a 408% increase, ranking second among core liquor brands [2] Group 2: Industry Developments - Nine local specialty liquor industries, including Beijing Erguotou and Shanxi Fen Yang liquor, have been included in the Ministry of Industry and Information Technology's cultivation list [3] - Jiangsu's liquor market is valued at over 100 billion yuan, accounting for 10% of the national market, with white liquor sales reaching nearly 62 billion yuan [4] Group 3: Company Initiatives - Yanghe and Jinshiyuan are actively sponsoring the "Su Super" football league to engage with fans and boost brand visibility [4] - Moutai launched a series of new products at the Osaka Expo, with rapid sell-out observed on the iMoutai app [5] - Jinshiyuan's production capacity is set to exceed 80,000 tons following the completion of a technical upgrade project [10] Group 4: Financial Updates - Guizhou Moutai has repurchased shares totaling 5.1 billion yuan, with a remaining buyback amount of 900 million yuan [6][7] - Zhangyu A was removed from the Shenzhen Component Index, reporting a revenue decline of 25.26% and a net profit drop of 42.68% [13] Group 5: New Product Launches - Langjiu introduced a customized liquor product featuring 520 surnames, available exclusively at its production site [8] - Three Squirrels entered the beverage market with a new brand "Sun Wukong," achieving significant sales shortly after launch [9]

Core Insights - In 2024, China's total retail sales of consumer goods reached 48.79 trillion yuan, growing by 3.5%, marking the first time it fell below the GDP growth rate of 5% [1] - The fast-moving consumer goods (FMCG) industry is transitioning into a phase dominated by "stock competition," focusing on efficiency improvement, brand optimization, and structural adjustments [1] FMCG Company Performance - **Master Kong**: Achieved revenue of 806.51 billion yuan, a slight increase of 0.30%, with net profit rising by 19.80% to 37.34 billion yuan [2][6] - **Nongfu Spring**: Reported revenue of 428.96 billion yuan, up by 0.50%, and net profit of 121.23 billion yuan, a marginal increase of 0.40% [2][6] - **Uni-President**: Generated revenue of 303.32 billion yuan, a growth of 6.09%, with net profit of 18.49 billion yuan, increasing by 10.90% [2][6] - **China Foods**: Recorded revenue of 214.92 billion yuan, up by 0.20%, and net profit of 8.61 billion yuan, a growth of 3.40% [2][6] - **Eastroc Beverage**: Achieved significant growth with revenue of 158.39 billion yuan, up by 40.63%, and net profit of 33.27 billion yuan, increasing by 63.09% [2][6] - **Three Squirrels**: Reported revenue of 106.22 billion yuan, a substantial increase of 49.30%, with net profit rising by 85.51% to 4.08 billion yuan [2][6] Industry Trends - The FMCG sector is experiencing a shift towards efficiency and brand optimization as the era of rapid market growth driven by demographic dividends comes to an end [1] - Companies are adapting to market changes through product innovation, structural optimization, and brand rejuvenation to establish new growth curves and core competitiveness [13] - The beverage segment is seeing strong performance from Nongfu Spring's tea drinks, which have become a major revenue source despite challenges in the bottled water segment [8][13] - The snack segment is witnessing varied performance, with companies like Qinqin Foods achieving profitability through export and OEM manufacturing, while others like Liuyifei face challenges due to strategic adjustments [13] Dairy Industry Performance - **Yili Group**: Maintained its position as Asia's leading dairy company with revenue of 1,157.80 billion yuan, despite a decline of 8.24% [15][16] - **Mengniu Dairy**: Experienced a revenue drop of 10.09% to 886.75 billion yuan, with net profit significantly declining by 97.83% [15][16] - **Bright Dairy**: Reported revenue of 242.78 billion yuan, down by 8.33%, and net profit of 7.22 billion yuan, a decrease of 25.36% [15][16] - The dairy industry is facing challenges with supply-demand imbalances and declining consumer demand, leading to revenue declines for many traditional dairy giants [18]

Core Viewpoint - The company has emerged from a significant downturn, with a focus on adapting its strategies and embracing a "high-end cost-performance" approach to regain market share and revenue growth [3][6][20]. Group 1: Company Recovery and Strategy - The company faced a prolonged decline in revenue and profit after its IPO in 2019, marking a peak followed by a four-year low [3][4]. - A pivotal moment occurred in late 2022 when executives recognized that the company's products were priced too high, leading to a strategic shift [5][21]. - The company has successfully leveraged platforms like Douyin (TikTok) to boost sales, achieving 2.2 billion yuan in sales in 2023, surpassing Tmall for the first time [8][6]. Group 2: Organizational Changes and Adaptation - The company adopted a "weaker" mindset to better align with market demands, simplifying processes and adjusting pricing strategies [12][16]. - A focus on small changes and empowering frontline managers has been crucial in driving transformation [18][21]. - The company is expanding its product range with 33 new proprietary brands across various categories, including pet food and convenience products [8][38]. Group 3: Supply Chain and Market Position - The company is building a "super supply chain" to enhance efficiency and reduce costs, with plans to establish four major supply chain bases by the end of the year [23][25]. - The company aims to create a closed-loop system from supply chain to retail, allowing for greater control over production and distribution [25][38]. - The company recognizes the importance of community-based retail, planning to open convenience stores and lifestyle shops to capture local market demand [28][39]. Group 4: Future Outlook and Philosophy - The company emphasizes the need for continuous adaptation and learning from failures, viewing setbacks as opportunities for growth [9][62]. - The leadership believes that true success comes from navigating challenges and maintaining a realistic perspective on future performance [53][62]. - The company is committed to exploring new product categories and maintaining a flexible approach to market changes, ensuring resilience in a competitive landscape [36][44].