Core Viewpoint - In 2024, the company experienced a significant decline in performance, with a nearly halved revenue and a 67% drop in sales of its high-end brand, Neican [1][2] Group 1: Revenue and Sales Performance - The company's revenue for 2024 was 1.423 billion, a year-on-year decrease of nearly 50% [2] - The Neican brand, positioned as high-end, saw the largest decline in revenue, amounting to 235 million, which is a 67.06% decrease year-on-year [2] Group 2: Market Conditions and Strategic Response - The decline in sales is attributed to a weak industry cycle, leading to a noticeable drop in overall demand for high-end liquor and increased competition from leading companies [1][2] - The company plans to maintain stable pricing for the Neican brand and does not aim for a significant increase in volume in the short term [2] Group 3: Future Strategies - In 2025, the company aims to enhance sales quality through improvements in brand strength, product strength, channel strength, and system strength [3] - The product strategy includes a "2+2+2" framework, focusing on two strategic products, two key products, and two basic products [3] Group 4: Marketing and Distribution Adjustments - The company has reduced its SKU by 50% to streamline product structure and eliminate low-efficiency products [4] - The company is implementing a BC linkage marketing model to improve market activity, with a focus on cost reform and enhancing the quality of distributors [4][5] - The number of distributors decreased by approximately 24.7% from 1,774 in 2023 to 1,336 in 2024, indicating a focus on improving distributor quality [4][5]
直击业绩说明会 | 酒鬼酒总经理程军回应内参品牌营收下滑67%:当前战略以稳价为主,短期不追求量