酸菜鱼“活鱼现杀” 是九毛九的救赎或陷阱？

Core Viewpoint - The article discusses the challenges and recovery strategies of Jiumaojiu International Holdings Limited, particularly focusing on its flagship brand, Taier Fish, which is attempting to revitalize its business through a "fresh" strategy after facing significant declines in sales and profitability [3][5][8]. Financial Performance - Jiumaojiu's market value has plummeted from a peak of approximately HKD 55 billion to around HKD 2.9 billion, a decline of over 90% [3]. - In 2024, the company's revenue increased by 1.47% to CNY 6.074 billion, but net profit fell by 87% to CNY 55.8 million, with operating profit from stores declining by over 30% [3][5]. - By the end of Q3, Taier's same-store daily sales decline narrowed to 9.3%, marking three consecutive quarters of improvement [2][6]. Business Strategy - The company is shifting its focus from a single product strategy to a "fresh" model, emphasizing live fish and fresh ingredients, which includes a complete redesign of restaurant operations and menu offerings [5][7]. - As of September, 106 Taier locations had completed upgrades, with a goal of over 200 by year-end [2][7]. Market Position and Competition - Despite the challenges, some competitors in the restaurant sector, such as Xiaocaiyuan and Green Tea Group, have reported revenue and profit growth, indicating that not all brands are equally affected by market changes [7]. - Jiumaojiu's current price-to-earnings ratio is approximately 69 times, significantly higher than competitors like Xiaocaiyuan at 17.9 times and Green Tea at 11.9 times, reflecting its low profitability base [7]. Consumer Perception and Future Outlook - The company faces a trust crisis due to the perception of its products as "high-priced prepared dishes," which has been exacerbated by the controversy surrounding pre-prepared meals [5][8]. - The effectiveness of the "fresh" strategy in restoring growth remains to be seen, as the fundamental aspects of being tasty, affordable, and trustworthy are crucial for future success [8].