“劲牌系”高管先后出走 天佑德酒净利同比跌超80%

Core Viewpoint - The recent resignation of a key executive, Wan Guodong, from Tianyoude Liquor highlights ongoing challenges within the company, which has been experiencing declining performance in recent years [2][5][8]. Group 1: Executive Changes - Wan Guodong has resigned as the company's general manager and board member due to personal reasons, marking a significant leadership change [2]. - He took over the role in December 2022 after the previous general manager, Lu Shuilong, also resigned for personal reasons [5]. - Both executives have prior experience at Jinpai Co., indicating a potential trend in leadership turnover within the company [5][7]. Group 2: Company Performance - Tianyoude Liquor, the only publicly listed liquor company in Qinghai, has seen a decline in its financial performance, with revenue dropping below 1 billion yuan multiple times since 2016 [8]. - For the first three quarters of 2025, the company reported revenue of 880 million yuan, a year-on-year decrease of 10.8%, and a net profit decline of 62% to 20 million yuan [8]. - The third quarter alone saw revenue of 210 million yuan, down 9.3% year-on-year, with a net loss of 30 million yuan [8]. Group 3: Product Strategy - The company categorizes its products into categories such as barley liquor and other types, with barley liquor being the primary focus [9]. - Since 2018, revenue from mid-to-high-end barley liquor has slowed, prompting a restructuring of product classifications based on retail price ranges [9]. - In the first half of 2025, barley liquor accounted for 99.06% of total revenue, with products priced above 100 yuan per 500ml making up 52.02% of sales [9]. Group 4: Market Initiatives - Tianyoude Liquor is attempting to revitalize its brand by launching innovative products aimed at younger consumers, such as lemon-flavored and pear-flavored barley liquors [10]. - However, increased marketing efforts and sales team expansion have led to higher expense ratios, negatively impacting profitability [11]. - In the third quarter of 2025, the company's gross margin and net margin were reported at 57.89% and -14.35%, respectively, reflecting a decline from previous periods [11].