Fuling Zhacai(SZ:002507) Sou Hu Cai Jing·2025-10-12 14:45Core Insights - Fuling Pickles, once a staple on Chinese dining tables, is experiencing a decline in market presence and sales performance, prompting a leadership change with the resignation of long-serving General Manager Zhao Ping and the appointment of Gao Xiang [1][2]. Financial Performance - Fuling Pickles has faced significant revenue and profit declines in 2023, marking the first negative revenue growth since its 2010 IPO. Revenue for 2024 is projected at 2.387 billion yuan, down 2.56% year-on-year, while net profit is expected to be 799 million yuan, a decrease of 3.29% [5]. - In the first half of 2025, the company reported revenue of 1.313 billion yuan and net profit of 441 million yuan, showing a slight revenue increase of 0.51% but a net profit decline of 1.66% [5]. Sales and Marketing Strategies - Sales expenses surged to 195 million yuan in the first half of 2025, a 22.94% increase year-on-year, indicating a focus on enhancing market presence through targeted marketing in major supermarkets and convenience stores [6][7]. - Despite increased marketing expenditures, the sales expense ratio reached 17.2% in Q2 2025, up 5.1 percentage points year-on-year, reflecting a declining return on investment [7]. Product Diversification Efforts - Fuling Pickles has attempted to diversify its product offerings through the "Pickles+" strategy, introducing new products like instant pickles and cross-category items, but these efforts have not met market expectations [7][8]. - The core pickles product line continues to dominate revenue, accounting for approximately 85% of total sales, with limited success in expanding into other product categories [8]. Distribution Challenges - The number of distributors has decreased significantly, with a reduction of 607 distributors from 2023 to 2024, representing an 18.74% decline. This trend continued into 2025, with a further reduction of 186 distributors [9][10]. Strategic Transformation - To address ongoing challenges, Fuling Pickles is pursuing a strategic transformation by focusing on the B2B market, exemplified by the acquisition of a 51% stake in Sichuan Weizimei Food Technology Co., which specializes in B2B offerings [11]. - The company aims to transition from being a "pickles expert" to a "side dish food platform," indicating a strategic shift towards a broader range of food products and services [11].