HAI TIAN(SH:603288) Sou Hu Cai Jing·2025-05-21 12:27Core Viewpoint - Haitian Flavor Industry is set to initiate its Hong Kong listing process, marking a significant strategic move following a trust crisis and market challenges after the "double standard" incident, which led to a substantial market value loss of over 400 billion yuan [2][4][5]. Company Overview - Haitian, known as the "soy sauce king," had a peak market value exceeding 700 billion yuan but faced a trust crisis in 2022 due to the "double standard" incident, compounded by intense industry competition [4]. - The company's revenue and net profit have declined for two consecutive years, with 2022 revenue at 25.61 billion yuan (down 7.09% year-on-year) and 2023 revenue at 24.56 billion yuan (down 4.09% year-on-year), totaling a decline of approximately 10.8% over two years [5]. Strategic Intent - The Hong Kong IPO is viewed as a crucial strategic maneuver for Haitian to seek new growth opportunities amid a stagnating domestic market and ongoing trust rebuilding efforts [5][8]. - The company aims to leverage the international capital market to enhance its brand image and prepare for global expansion, with plans to establish a global brand presence and improve overseas supply chains [8][10]. Market Positioning - Despite being labeled as the "fifth largest condiment company globally," Haitian's overseas revenue accounts for only 7%, indicating a significant gap compared to competitors like Lee Kum Kee [8]. - The company is accelerating its international strategy under new leadership, with plans to establish subsidiaries in Vietnam and Indonesia, viewing the Hong Kong IPO as a "capital accelerator" for its globalization efforts [8][10]. Industry Context - The global demand for condiments is rising, driven by the increasing popularity of Chinese cuisine, with the market for Chinese restaurants exceeding 3 trillion yuan [10]. - However, Haitian faces challenges in adapting to diverse international markets, where consumer preferences and food safety standards vary significantly [10][14]. Competitive Landscape - The condiment industry is experiencing heightened competition, with brands like Qianhe and Lee Kum Kee innovating in product offerings and marketing strategies [17]. - Haitian's reputation as a brand associated with additives poses a challenge, necessitating a shift in consumer perception and a robust response to competitive pressures [19][20]. Innovation and Adaptation - To overcome market challenges, Haitian must leverage its patented fermentation technologies to create differentiated products and enhance its digital transformation [20][24]. - The company is encouraged to adopt a dual approach in international markets, replicating successful domestic strategies in Southeast Asia while focusing on cultural integration in Western markets [20][24]. Conclusion - The upcoming Hong Kong listing represents a critical juncture for Haitian Flavor Industry, as it seeks to navigate a complex landscape of trust rebuilding and market competition, with innovation and strategic adaptation being key to its long-term success [24].