天风证券：2025年上半年，白酒行业迎4大变化

Core Viewpoint - The report from Tianfeng Securities indicates that the Chinese liquor industry will undergo four significant changes in the first half of 2025 due to economic and policy influences, highlighting the importance of adapting to market trends and consumer preferences [1] Group 1: Changes in Product Matrix - The industry is shifting towards lower alcohol content, younger demographics, and high cost-performance products, with companies focusing on the serialization of low-alcohol products and mid-range pricing, as well as upgrading product quality [1] Group 2: Channel Upgrades - Liquor companies are enhancing channel control by establishing platform companies and balancing online and offline channels [1] Group 3: Marketing Strategies - The industry is moving away from traditional "red envelope" marketing strategies, instead focusing on cultivating new scenarios and target demographics [1] Group 4: Rational Goals - Leading liquor companies are prioritizing channel health and long-term development, adopting a rational perspective on performance growth targets [1] Group 5: Investment Opportunities - The report suggests that the price-to-earnings (PE) ratio in the liquor sector may recover before earnings per share (EPS), with a potential turning point in EPS expected in the second quarter of 2026 due to a low base effect. Current investment opportunities should focus on companies with strong brands, resilient demand, and attractive dividend returns, as well as those that can capitalize on potential recovery opportunities from policy and demand changes [1]