SHUNXIN AGRICULTURE(SZ:000860) Zheng Quan Shi Bao Wang·2025-10-29 12:24Core Viewpoint - Shunxin Agriculture reported a revenue of 5.869 billion and a net profit of 76.9828 million for the first three quarters of 2025, amidst a deep adjustment in the liquor industry, particularly in the light bottle liquor sector, and is focusing on brand renewal, product iteration, and channel deepening to strengthen its "people's liquor" strategy for future growth [1] Brand Renewal - The company is advancing its brand youthfulness through diversified content marketing and precise cross-industry collaborations, enhancing emotional connections with consumers [2] - The "Fireworks in the World" series of short films, launched in early 2025, achieved over 300 million views on platforms like Douyin, with a single video from the Spring Festival garnering over 20 million views [2] - Shunxin Agriculture partnered with the popular drama "In the Name of Law," becoming the exclusive title brand for Youku's "White Night Theater," resulting in significant brand exposure with over 1267 trending topics during the show's airing [2] Product Iteration - The company is innovating its product offerings to cater to the changing preferences of younger consumers, with a focus on the "Jinbiao Chenxiang" as a key product in the pure grain light bottle liquor segment [3] - The "Niubitu" drink, a mix of Jinbiao Chenxiang, Sprite, lemon, and mint, unexpectedly gained popularity in summer 2025, with the related topic on Douyin reaching over 160 million views and 50,000 new posts on Xiaohongshu within two weeks [3] - This trend reflects a shift in drinking habits among younger demographics, moving away from traditional, formal consumption settings to more relaxed and interactive experiences [3] Channel Deepening - In the first half of 2025, the company's liquor business revenue fluctuated due to overall industry adjustments and intensified competition in the light bottle liquor market [4] - The company is actively adjusting its market strategy and strengthening terminal channel construction, identifying thousands of local dining establishments across China through initiatives like the "Jinbiao Niuyan Fire Restaurant List" [4] - Continuous efforts are being made to enhance the terminal display and tasting activities for Jinbiao Chenxiang, increasing penetration in the dining channel [4] - Overall, Shunxin Agriculture's systematic efforts in brand, product, and channel development reflect the ongoing deepening of its "people's liquor" strategy, laying a solid foundation for future growth [4]