TRT(SH:600085) Xi Niu Cai Jing·2025-04-24 12:20Core Viewpoint - Tong Ren Tang, a 350-year-old Chinese brand, is facing multiple crises, including financial issues and brand trust problems due to counterfeit products and misleading marketing practices [2][10]. External Challenges - The brand "Tong Ren Tang" is often confused by consumers due to the presence of numerous products labeled with the name, including those from Beijing Tong Ren Tang, Nanjing Tong Ren Tang, and various unauthorized sellers [3][4]. - Historical issues related to the brand's division have led to a lack of unified management, allowing unregulated small businesses to exploit the brand name [9][10]. Internal Issues - In 2024, Tong Ren Tang reported a revenue of 18.597 billion yuan, a year-on-year increase of 4.12%, but the net profit attributable to shareholders was only 1.526 billion yuan, a decline of 8.54% [10]. - The cost pressures are primarily due to rising raw material prices, with the gross margin dropping from 47.29% in 2023 to 43.96% in 2024, marking a five-year low [10][11]. - The company is experiencing a decline in sales volume despite price increases, indicating that it has reached the market's price tolerance [12]. Strategic Moves - On December 18, 2024, the controlling shareholder of Beijing Tong Ren Tang Group acquired 60% of Tianjin Tong Ren Tang, aiming to unify the brand and address market confusion [13]. - The company is implementing a "big variety strategy" to diversify its product offerings and mitigate the impact of rising raw material costs, focusing on areas like cardiovascular health and pediatrics [14]. - Tong Ren Tang is reforming its distribution channels, expanding its online presence and increasing its sales team to 8,000 members [14].