C&S(SZ:002511) Sou Hu Cai Jing·2026-01-13 14:20Core Viewpoint - Liu Peng, the chairman of Zhongshun Jierou, has resigned from his position due to personal career development plans, marking a significant leadership change in the company as it continues its "de-familization" process [2][4][10]. Company Overview - Liu Peng's tenure saw Zhongshun Jierou's revenue fluctuate, with net profit declining from 581 million yuan in 2021 to 77 million yuan in 2024, despite signs of recovery in the first three quarters of 2025 [14][15]. - The company has been heavily reliant on its paper products, which accounted for 98.85% of its revenue in the first half of 2025, indicating a need for diversification [19]. Leadership Changes - Liu Peng's resignation follows his earlier departure as president, raising questions about the future of the company's de-familization strategy initiated by founder Deng Yingzhong [4][16]. - Deng Yingzhong has been a proponent of transitioning the company to a modern public enterprise, emphasizing the importance of de-familization for long-term growth [11][12]. Financial Performance - Zhongshun Jierou's financial performance has been under pressure, with net profit declining significantly over the years, and a drop in gross margin from 35.92% in 2021 to 30.7% in 2024 [14]. - The company reported a revenue of 64.78 billion yuan in the first three quarters of 2025, a year-on-year increase of 8.78%, but still falling short of its annual targets [15]. Industry Context - The Chinese paper industry is experiencing intense competition, with major brands like Vinda and Qingfeng holding significant market shares, making it crucial for Zhongshun Jierou to innovate and diversify [17]. - The rising costs of raw materials, particularly pulp, which constitutes 40%-60% of production costs, pose a risk to profitability, especially if prices increase significantly [18]. Strategic Initiatives - Zhongshun Jierou is exploring diversification into personal care and health products, but the transition has yet to yield substantial results [19]. - The company has initiated a brand upgrade strategy to adapt to changing consumer demands and market conditions, aiming to transform from a "brand group" to a "user group" focused on consumer needs [8].