WLY(SZ:000858) Sou Hu Cai Jing·2025-05-05 16:51Core Viewpoint - Wuliangye reported a total revenue of 89.175 billion yuan in 2024, a year-on-year increase of 7.09%, while net profit attributable to shareholders was 31.853 billion yuan, up 5.44% year-on-year, indicating a slowdown in profit growth to a new low in recent years due to industry adjustments and intensified market competition [1] Brand Operations - Wuliangye continued to enhance brand influence through a multi-pronged strategy, maintaining stable prices for its core product, the eighth generation Wuliangye, and launching new products to enrich its product matrix [4] - The company achieved over 20 billion exposures through participation in major events like the CCTV Spring Festival Gala and the Paris Olympics, expanding brand visibility [4] - However, sales expenses exceeded 10 billion yuan for the first time, reaching 10.69 billion yuan, a year-on-year increase of 37.2%, with promotional expenses rising by 48.9%, indicating that high sales costs did not translate into proportional profit growth [4] Channel Layout - Wuliangye continued to optimize and expand its channel layout, adding 16,000 core terminals and increasing the number of direct sales stores to over 1,700 [4] - Online sales accounted for over 10% of total sales, with 18 million members attracted through online activities [4] - Despite these efforts, the rolling month-on-month revenue growth was only 0.59%, and net profit showed a decline of 1.41%, suggesting limited effectiveness of channel expansion amid weak market demand [5] Future Outlook - The company aims to focus on quality improvement, layout optimization, and deepening reforms to achieve stable growth in 2025, but faces significant growth pressure due to deep industry adjustments and increased competition [6] - Contract liabilities reached 11.69 billion yuan at the end of 2024, a year-on-year increase of 70.3%, indicating some performance reserves for the first quarter of 2025 [6] - Maintaining market share and profitability during the industry adjustment period will be a major challenge, requiring the company to find a new balance in brand innovation, channel optimization, and cost control [6]