争议拉满！酒鬼酒业绩暴跌仍大举分红

Core Viewpoint - The company, Jiu Gui Jiu, is facing significant financial challenges, with a 92.6% drop in net profit and a controversial cash dividend plan amidst declining performance [1][3][4]. Financial Performance - In the first half of the year, Jiu Gui Jiu reported total revenue of 561 million yuan, a year-on-year decrease of 43.54%, and a net profit of 8.955 million yuan, down 92.6% [3]. - For the year 2023, the company’s revenue was 2.83 billion yuan, a decline of 30.14%, and net profit was 548 million yuan, down 47.77% [4]. - Projections for 2024 indicate a further decline, with expected revenue of 1.423 billion yuan, a drop of 49.70%, and net profit of only 12.4933 million yuan, down 97.72% [4]. Market Environment - The company attributes its declining performance to a challenging industry environment characterized by weak market demand and intensified competition [4][7]. - Jiu Gui Jiu has seen a reduction in its distributor network, with the number of distributors decreasing from 1,774 to 1,336 in 2024, reflecting a trend of channel contraction [4]. Dividend Controversy - Despite the poor financial results, Jiu Gui Jiu announced a cash dividend plan of 195 million yuan, which is over 15 times its net profit for the period [8][9]. - The dividend distribution appears to favor minority shareholders, with the largest shareholder set to receive over 60 million yuan, while minority shareholders collectively receive approximately 1.7275 million yuan [8]. New Product Launch - In response to its challenges, Jiu Gui Jiu partnered with the retailer Pang Dong Lai to launch a new product, "Jiu Gui · Free Love," which quickly sold out [1][11]. - The product is priced at 200 yuan, with a gross margin of 15.87%, significantly lower than the industry average of 30%-50% [11][12]. - While the new product has generated initial market interest, concerns remain regarding its long-term profitability due to a short development cycle and lower margins compared to the company's historical performance [12][13].