CBC(SH:600132) Chang Jiang Shang Bao·2025-08-18 00:12Core Viewpoint - Chongqing Beer (600132.SH) is experiencing its first-ever decline in both revenue and net profit in its mid-year performance, indicating significant challenges in its business strategy and market conditions [3][4][6]. Financial Performance - In the first half of 2025, Chongqing Beer reported revenue of 8.839 billion yuan, a slight decrease of 0.24% year-on-year, and a net profit of 865 million yuan, down 4.03% year-on-year [4][6]. - This marks the first time in the company's history that both revenue and net profit have declined simultaneously in a mid-year report [4][6]. - The company's revenue and net profit also declined in 2024, with figures of 14.645 billion yuan and 1.115 billion yuan, respectively, reflecting a year-on-year decrease of 1.15% and 16.61% [4][6]. Product Performance - High-end product revenue reached 5.625 billion yuan in the first half of 2025, showing only a marginal increase of 0.04%, while mid-range product revenue declined [3][9]. - The only segment showing growth was the economy product line, which saw a revenue increase of 5.39% to 196 million yuan [9][11]. Marketing and Sales Strategy - The company has invested heavily in marketing, with sales expenses amounting to 1.333 billion yuan in the first half of 2025, despite the lack of significant sales growth [10][11]. - Chongqing Beer has engaged multiple celebrity endorsements, including Wu Lei and Fan Chengcheng, but this strategy has not translated into improved sales performance [10][11]. Market Environment - The domestic beer market is highly competitive, with Chongqing Beer facing external challenges that have contributed to its declining performance [6][9]. - In the first half of 2025, the overall beer production in China decreased by 0.3%, while Chongqing Beer managed a slight volume increase of 0.95% to 1.8008 million kiloliters [6][9]. Future Outlook - The company plans to invest 600 million yuan to enhance its subsidiary in Foshan, aiming to strengthen its market position in the southern region [11]. - Continuous decline in R&D investment, which fell by 50.12% to 5.7819 million yuan in the first half of 2025, raises concerns about the company's ability to innovate and adapt [11][12].