Core Viewpoint - The article discusses the challenges faced by Jiumaojiu (09922.HK) and its brand Taier Suancaiyu amid the intensifying competition in the prepared food market, highlighting a significant decline in performance and market value over recent years [1][4][8]. Financial Performance - Jiumaojiu's market value has decreased by over 520 billion HKD (approximately 480 billion RMB), a 94% drop from its peak of nearly 550 billion HKD in early 2021 to just 30 billion HKD by September 2025 [5][8]. - For the first half of 2025, Jiumaojiu reported a revenue of 2.753 billion RMB, a year-on-year decline of 10.1%, and a net profit of 61 million RMB, down 16.05% [7]. - Taier Suancaiyu's revenue for the first half of 2025 was 1.949 billion RMB, a 13.3% decrease, with the number of stores reducing from 612 to 547, marking the first significant closure of stores since 2019 [9][10]. Brand Performance - The three main brands under Jiumaojiu, including Taier Suancaiyu, Song Hotpot, and Jiumaojiu (Northwest Cuisine), have all experienced declines in performance [9]. - Taier Suancaiyu's table turnover rate has dropped from 4.9 times per day in 2019 to 2.2 times per day, with the average customer spending decreasing from 80 RMB to 73 RMB [13]. Market Trends - The article notes a broader trend in the Chinese restaurant industry, with many companies facing similar challenges, including a significant increase in restaurant closures, reaching a closure rate of 61.2% in 2024 [20]. - Despite the challenges, some segments, such as tea beverage brands, have shown strong growth, indicating a shift in consumer preferences [19]. Strategic Adjustments - In response to declining performance, Taier Suancaiyu has initiated a comprehensive overhaul, introducing a new store model focused on fresh ingredients and enhancing customer experience [17]. - The company has also begun selling prepared Taier Suancaiyu dishes through channels like Sam's Club, with sales from this segment increasing by 140% year-on-year [17].
山姆上架太二酸菜鱼预制菜，九毛九4年市值蒸发480亿