被遗忘的“药茅”

Core Viewpoint - The article suggests that 2024 will be a disappointing year for the investor community of Pizhou Huang, as the company's revenue growth is projected to be only 7.25%, marking the second consecutive year of growth below 10% and the lowest in nearly a decade [2][16]. Revenue and Growth Analysis - Pizhou Huang's revenue for 2024 is reported at 10.787 billion, with a year-on-year growth of 7.25%, and a net profit of 2.977 billion, reflecting a growth of 6.42% [16]. - The first quarter of 2024 saw a rare decline in revenue, with a year-on-year drop of 0.92% [16]. - The fourth quarter of 2024 also experienced a revenue decline of 5.7%, indicating a troubling trend for the company [16]. Historical Context and Market Position - Pizhou Huang's market value surged from 1 billion at its IPO in 2003 to nearly 300 billion in 2021, achieving a nearly 300-fold increase over 18 years [4]. - The company was once synonymous with "market value myth," particularly during the boom of the liquor sector from 2020 to 2021, when its price-to-earnings ratio peaked at 160 times [4][11]. - The brand was closely associated with high-end gifting and investment, often marketed alongside Moutai, creating a perception of scarcity and investment value [4][11]. Price Dynamics and Market Trends - Pizhou Huang has undergone multiple price increases since its inception, with the latest adjustment in May 2023 raising the price to 760 per unit, reflecting a significant increase from previous years [8][11]. - The price of Pizhou Huang's products has seen a drastic decline, with secondary market prices dropping to around 500, and even lower for near-expiry products [15][16]. Challenges and Strategic Shifts - The company faces rising raw material costs, with prices for key ingredients like natural musk and cow bile skyrocketing, which has pressured profit margins despite price increases [15][16]. - Pizhou Huang is attempting to reposition itself by emphasizing its medicinal properties and conducting clinical trials to validate its efficacy, moving away from the perception of being merely a high-end gift [19][20]. - The company is also investing in research and development for new drug formulations, although its historical R&D spending has been low, raising concerns about its capacity to innovate effectively [20][21]. Diversification Efforts - Pizhou Huang has been exploring diversification into the personal care sector, launching several cosmetic brands, but this segment has not yet achieved significant growth [21][23]. - The company aims to replicate the success of other brands by integrating pharmaceutical and consumer goods, but current performance in this area remains underwhelming [21][23]. Conclusion - The decline in Pizhou Huang's market position reflects a broader trend of rational consumer behavior in China, where the previous reliance on marketing and perceived value is being challenged [23][24]. - The company must focus on delivering genuine product efficacy and value to regain consumer trust and stabilize its market position in the evolving landscape [23][24].