Sou Hu Cai Jing·2025-11-05 16:30Core Viewpoint - The Chinese liquor industry is experiencing a significant downturn, marked by a battle for inventory reduction and financial pressure, with major companies reporting substantial declines in revenue and profit [1][2]. Industry Overview - In the first three quarters of 2025, 20 A-share liquor companies reported a total revenue of 320.23 billion yuan, a year-on-year decrease of 5.83%, and a net profit of 122.77 billion yuan, down 6.76% [2]. - Only Kweichow Moutai and Shanxi Fenjiu managed to maintain growth, while the remaining 18 companies experienced declines [3]. Quarterly Performance - The third quarter of 2025 was particularly harsh, with companies like Shui Jing Fang and Guo Jiao reporting revenue drops of 58.91% and 51.65% respectively [4]. - Luzhou Laojiao and Kweichow Moutai also faced significant profit declines, with Moutai's revenue growth slowing to 0.56% in Q3, a stark contrast to previous quarters [6][7]. Historical Context - This marks the first major performance decline in five years for the liquor industry, with the number of companies experiencing revenue drops increasing from 2 in 2021 to 7 in 2024 [5]. - The trend of declining profits is evident, with 90% of liquor companies reporting a year-on-year decrease in net profit for the first three quarters of 2025 [6]. Inventory Crisis - The industry is facing a severe inventory crisis, with total inventory for 20 listed liquor companies reaching 176.69 billion yuan by Q3 2025, an increase of 11% year-on-year [14]. - Companies like Kweichow Moutai hold the largest inventory, nearing 56 billion yuan, while others like Yanghe and Wuliangye also report significant inventory levels [14]. Financial Strain - The financial strain is evident as companies reduce their contract liabilities significantly, with Kweichow Moutai's contract liabilities dropping by 19% to 7.75 billion yuan [17]. - Many smaller liquor companies are facing survival challenges, with some unable to cover their interest-bearing debts [20]. Market Dynamics - The price reduction of Moutai has diminished the price advantage of Wuliangye, leading to a rapid decline in its performance [8]. - Shanxi Fenjiu, despite revenue growth, saw its net profit decline for the first time since 2015, indicating market saturation challenges [9]. Sales Strategies - Companies are increasingly resorting to credit sales to manage inventory, with Kweichow Moutai leading this shift by relaxing its cash payment policies [19]. - The overall market is expected to face prolonged challenges as inventory digestion may take several years due to the current oversupply situation [15].