好想你跨界做啤酒生意 业绩持续出现亏损

Core Viewpoint - The company "Hao Xiang Ni" is diversifying into the craft beer market, launching a series of flavored beers in response to declining performance in its core business [1][2][4]. Group 1: Company Background and Performance - Founded in 1992, "Hao Xiang Ni" specializes in the research, procurement, production, and sales of health foods, particularly red dates [2]. - The company was the first in the Chinese red date industry to go public in 2011, experiencing significant revenue growth from 2.072 billion yuan in 2016 to 5.961 billion yuan in 2019 [2]. - However, after selling its subsidiary "Bai Cao Wei" to PepsiCo in 2020, the company has faced continuous losses, reporting losses of 189 million yuan, 52 million yuan, and 72 million yuan from 2022 to 2024 [2][3]. Group 2: New Product Launches and Market Strategy - "Hao Xiang Ni" has launched a new series of craft beers, including flavors like red date, green tea, jasmine tea, and peach blossom, set to be released in late May 2025 [1]. - The craft beers will be sold online at a price of 28.1 yuan per liter, primarily through the company's official flagship stores [1]. - The company has also introduced other products under the "red date+" strategy, such as "Hong Xiao Pai," which achieved nearly 300 million yuan in sales in its first year [2][3]. Group 3: Market Challenges and Industry Trends - Despite new product launches, the health preservation segment generated only 69 million yuan in revenue in 2024, a decline of 20.31% year-on-year [3]. - The red date product segment has shown revenue fluctuations, with figures of 955 million yuan, 1.311 billion yuan, and 1.222 billion yuan from 2022 to 2024, reflecting challenges in consumer engagement [3]. - Analysts suggest that the company's attempts to innovate within traditional categories may not be sufficient to overcome structural challenges such as an aging consumer base and limited consumption scenarios [3][5]. Group 4: Investment and Strategic Partnerships - The company has made strategic investments, including a 30 million yuan investment in "Mi Xue Bing Cheng" and a 700 million yuan investment in the snack brand "Ming Ming Hen Mang," which has become its largest customer [4][6]. - The craft beer market is experiencing growth, with competitors like "San Zhi Song Shu" also entering the space, indicating a competitive landscape [4][5]. - The introduction of flavored craft beers aligns with consumer trends, particularly among female consumers, but the company faces challenges in matching distribution channels with consumer preferences [5][6].