Summary of Shede Liquor Industry Conference Call Company Overview - **Company**: Shede Liquor Industry - **Date**: September 23, 2025 Key Points Industry Context - The overall liquor industry is expected to decline by 15%-20% during the Mid-Autumn Festival in 2025 due to industry-wide downturns [2][3] - Shede Liquor is focusing on the mid-to-high-end market to mitigate the impact of the industry decline [2][3] Sales Performance - The main product, "Pinwei Shede," saw a positive sales trend in August, with sales volume doubling for the "Ten-Year" product in the first half of 2025 [2][5] - The company anticipates better performance than the industry average in Q3 2025 due to strategic focus on the mid-to-high-end market and channel clearing efforts [2][3] Pricing and Channel Management - Shede Liquor has implemented measures to stabilize prices, including leveling wholesale prices, providing value-added services instead of physical gifts, and simplifying policies to improve efficiency [6][7] - The company has managed to keep price fluctuations for its products within 10% through inventory clearance and controlled shipments [7] - 70% of frontline sales personnel received bonuses in the first half of 2025, indicating effective incentive structures [6][7] Product Strategy - The strategic positioning of Shede Liquor is focused on mid-to-high-end products and popular light bottle wines [4][11] - The company is targeting stable growth in products priced below 300 yuan, while also promoting new products like "Wisdom Shede" in weaker regions [5][11] Sales Team and Channel Health - The sales team remains stable despite industry pressures, with a focus on retaining and incentivizing mid-to-senior level sales personnel [9] - The company emphasizes that sales volume must exceed invoice numbers to ensure channel health, moving away from a purely invoice-driven approach [8] Revenue Growth and New Initiatives - Online sales have shown significant growth, contributing 340 million yuan in revenue in the first half of 2025, a 31% increase year-on-year [4][13] - The company has developed a dedicated app for customized services and has engaged in partnerships with celebrities for product launches, enhancing market reach [13][15] Market Development - Shede Liquor is focusing on developing key base markets such as Shandong, Hebei, and Sichuan, with plans to grow these markets significantly over the next 3-5 years [14] - The company is also exploring new growth points through innovative channel models and internal growth strategies, moving beyond traditional inventory management [15] Conclusion - Shede Liquor is strategically navigating a challenging industry landscape by focusing on mid-to-high-end products, stabilizing pricing, and enhancing sales team effectiveness while exploring new growth avenues through technology and market development initiatives [2][4][11][15]

Core Insights - The company reported a decline in revenue and net profit for the first half of 2025, with total revenue of 6.95 billion and a net profit of 2.23 billion, representing year-on-year decreases of 4.84% and 9.46% respectively [1] - The second quarter of 2025 saw a significant drop in revenue to 1.85 billion, down 29.7% year-on-year, and a net profit of 0.585 billion, down 37.1% year-on-year, indicating performance below market expectations [1] - Due to ongoing external demand pressures, the company has revised its profit forecasts for 2025-2027, projecting net profits of 3.05 billion, 3.23 billion, and 3.54 billion, which are 10.6%, 5.9%, and 9.4% lower than previous estimates [1] Revenue Breakdown - In Q2 2025, the company's liquor revenue was 1.802 billion, a decrease of 30.9% year-on-year, with the A+ product category generating 1.14 billion, down 32.1% [2] - The provincial revenue was 1.611 billion, down 32.2% year-on-year, while the out-of-province revenue was 0.191 billion, down 17.8% [2] - Specific regional performances showed significant declines, with the Huai'an area down 30%, Nanjing down 33.7%, and Suzhou down 38.7% [2] Profitability and Cash Flow - The net profit margin for Q2 2025 was 31.6%, a decrease of 3.69 percentage points, primarily due to increased expenses and declining revenue [3] - The gross margin was 72.8%, down 0.21 percentage points, while the sales expense ratio increased to 19%, up 6.8 percentage points [3] - The net cash flow from operating activities was -0.352 billion, compared to 0.245 billion in the same period last year [3] Market Expansion and Performance Catalysts - The company is experiencing better-than-expected progress in expanding its out-of-province market, which may serve as a catalyst for stock performance [4]

Investment Rating - The report maintains a "Buy" rating for the company [1] Core Views - The company is facing significant revenue pressure in the first half of 2025, with expected revenue decline of 38.3% to 41.9% year-on-year, and net profit decline of 23% to 24% [7] - Despite the challenges, the company is actively managing its operations, maintaining a stable profit margin of 24% to 25% in the first half of 2025, indicating strong cost and expense control capabilities [7] - The company is focusing on clearing inventory and optimizing its distribution channels, with expectations for a more controlled revenue decline in the second half of 2025 as market conditions improve [7] - The company is adapting to industry pressures by shifting its customer base and product offerings, including the introduction of new products at competitive price points [7] Financial Forecasts - Total revenue is projected to be 7,060 million in 2023, with a slight increase to 7,067 million in 2024, followed by a significant drop to 5,026 million in 2025 [1] - The net profit for 2023 is estimated at 2,327 million, decreasing to 1,324 million in 2024, and further to 1,158 million in 2025 [1] - Non-IFRS net profit is expected to be 1,623 million in 2023, with a decline to 1,676 million in 2024, and a drop to 1,233 million in 2025 [1] - The report adjusts the non-IFRS net profit forecasts for 2025 to 12.3 billion, 13.7 billion, and 16.8 billion for 2025, 2026, and 2027 respectively [7] Market Data - The closing price of the stock is 7.38 HKD, with a market capitalization of approximately 22,749.82 million HKD [5] - The company has a price-to-earnings (P/E) ratio of 9.77 for the current price and latest diluted earnings per share (EPS) of 0.69 [1] - The company’s book value per share is 4.12, with a debt-to-asset ratio of 28.84% [6]

Group 1 - The company maintains stable operational performance while seeking breakthroughs through strategies such as price stability, inventory control, and organizational adjustments [1] - During the off-season, the main products' prices remained stable, with significant year-on-year growth in order volume during festive occasions, although the average drinking volume per banquet slightly decreased [1] - The company has established a customer relationship management department to enhance professional operations and steadily grow its sales team, aiming to strengthen its competitive edge during the new adjustment cycle [1] Group 2 - The company has a clear strategy for its main products, leveraging its price range and brand advantages to continuously increase market share [2] - The company holds a strong position in the 100-500 yuan price range, benefiting from widespread consumption scenarios and strong product recognition, while also addressing market upgrades in the 300 yuan segment [2] - The V series products have performed in line with market expectations, with the V3 product showing strong development in mature markets such as Nanjing and Suzhou [2] Group 3 - The company continues to pursue development in the domestic market while focusing on regional integration in the surrounding areas for expansion [3] - There is still penetration space in the domestic market, with leading market shares in mature markets like Huai'an and Nanjing, while there are opportunities for growth in markets like Yangzhou and Taizhou [3] - The company is actively exploring new channels, with an increasing proportion of online sales and initiatives in instant retail through self-built teams and third-party collaborations [3] Group 4 - The company’s strategy of refining operations in the domestic market while aggressively expanding in surrounding areas is clear, with expectations for revenue growth of 8.5% and 10.1% in 2025-2026 [3] - Projected revenues for 2025 and 2026 are 12.525 billion and 13.789 billion yuan, respectively, with net profits expected to reach 3.672 billion and 4.017 billion yuan [3]

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is actively responding to industry adjustments by transforming its strategies, focusing on nurturing enterprise customer structures and launching new products in the mid-to-high price range to create incremental growth [8] - The company aims to maintain price stability for existing products while introducing high-quality new products priced between 500-600 RMB to attract consumers [8] - The company is implementing a dual-driven strategy for national expansion and price range diversification, with a focus on experiential marketing to drive steady revenue growth [8] - The financial forecasts for the company indicate a stable performance in 2025, with slight adjustments to the non-IFRS net profit predictions for 2025-2027 [8] Financial Summary - Total revenue for 2023 is projected at 7,060 million RMB, with a growth rate of 20.56%. By 2027, revenue is expected to reach 8,929 million RMB, reflecting a growth rate of 14.54% [1] - The net profit attributable to the parent company for 2023 is estimated at 2,327 million RMB, with a significant increase of 125.96%. By 2027, it is projected to be 2,106 million RMB, with a growth rate of 22.98% [1] - The latest diluted EPS for 2023 is 0.69 RMB, expected to rise to 0.62 RMB by 2027 [1] - The company’s P/E ratio is projected to decrease from 15.88 in 2024 to 9.98 in 2027, indicating an improving valuation over time [1]

Investment Rating - The report maintains a "Buy" investment rating for the company [1] Core Views - The company's performance is in line with expectations, driven by growth in mid-range products [1][5] - The company is focusing on high-end brand development and consumer cultivation in key markets [8] Financial Performance - In 2024, total revenue and net profit attributable to shareholders were 52.17 billion and 13.41 billion yuan, respectively, with year-on-year growth of 5% and 6% [5] - For Q1 2025, revenue and net profit were 9.59 billion and 1.90 billion yuan, showing year-on-year growth of 3% and 2% [5] - The gross margin for 2024 was 83%, with a net margin of 26% [5] - The sales expense ratio improved significantly, while the management expense ratio remained stable [5] Product and Channel Analysis - In 2024, revenue from high-end and mid-range products was 47.64 billion and 2.64 billion yuan, with year-on-year growth of 2% and 29% [6] - The company is expanding its mid-range brand "Tianhao Chen" and focusing on the 300-800 yuan price segment [6] - New channels saw significant revenue growth, with a 184.44% increase in Q1 2025 compared to the previous year [6] Earnings Forecast - The company expects EPS of 2.90, 3.16, and 3.50 yuan for 2025, 2026, and 2027, respectively, with corresponding PE ratios of 16, 15, and 14 times [8][10]

Investment Rating - The report maintains a "Buy" investment rating for the company [5][7]. Core Views - The company's performance is under pressure, with expectations for a recovery in elasticity as the economy stabilizes [5][7]. - The first quarter of 2025 saw total revenue and net profit attributable to shareholders at 1.576 billion and 346 million yuan, respectively, reflecting year-on-year declines of 25% and 37% [5]. - The company is positioned as a resilient player in the mid-to-high-end market, with anticipated brand strength improvement post-economic recovery [7]. Financial Performance Summary - In Q1 2025, the gross margin and net profit margin were 69% and 22%, showing declines of 4.8 and 4.2 percentage points year-on-year [5]. - The company's operating cash flow significantly increased, with a year-on-year growth of 107% to 224 million yuan [5]. - Contract liabilities reached 206 million yuan by the end of Q1 2025, reflecting a quarter-on-quarter increase of 41 million yuan [5]. Sales Channel and Product Performance - E-commerce sales showed significant growth, with a year-on-year increase of 37%, while wholesale and agency sales declined by 32% [6]. - The revenue from mid-to-high-end liquor and ordinary liquor in Q1 2025 was 1.234 billion and 208 million yuan, respectively, with mid-to-high-end liquor sales experiencing a larger decline [6]. - The company has focused on developing its domestic market, particularly in regions like Suining, resulting in a year-on-year revenue increase of 7 percentage points in provincial markets [6]. Earnings Forecast - The earnings per share (EPS) estimates for 2025-2027 have been adjusted to 2.10, 2.84, and 3.61 yuan, respectively, with corresponding price-to-earnings (PE) ratios of 28, 20, and 16 times [7][10]. - The company is expected to see a recovery in business dining scenarios, which will enhance its performance in the next few years [7].

Investment Rating - The report maintains a "Buy" rating for the company [1] Core Views - The company aims for a revenue growth target of 5-12% for 2025, with net profit growth slightly lower than revenue growth, maintaining a balance between profit growth and operational quality [9] - In 2024, the company achieved an operating revenue of 11.544 billion, a year-on-year increase of 14.32%, and a net profit attributable to the parent company of 3.412 billion, up 8.80% year-on-year, meeting market expectations [2] - For Q1 2025, the company reported an operating revenue of 5.099 billion, a year-on-year increase of 9.17%, and a net profit of 1.644 billion, up 7.27% year-on-year, slightly exceeding market expectations [2] Summary by Sections Revenue Performance - The company’s contract liabilities at the end of 2024 and Q1 2025 were 1.593 billion and 0.538 billion respectively, showing significant year-on-year declines of 33.65% and 44.68%, indicating a trend of reducing pressure on channels [3] - The revenue from premium products (特 A+/特 A 类) accounted for 93.88% of total revenue in 2024, with respective year-on-year growth rates of 15.17% and 16.61% [4] Market Positioning - The company is solidifying its position as a leader in the mid-to-high-end market while expanding into both premium and lower-end segments [4] - In 2024, the company’s revenue growth in domestic and foreign markets was 13.32% and 27.37% respectively, with foreign revenue accounting for 8.02% of total revenue [5] Strategic Development - The company plans to continue its focus on the Yangtze River Delta integration strategy, optimizing its product lines and expanding its dealer network [6] - The company added 130 and 164 new dealers in domestic and foreign markets respectively in 2024, indicating a stable and improving dealer network [6] Profitability Analysis - The company’s gross margin decreased by 3.60 percentage points in 2024 and by 0.60 percentage points in Q1 2025, primarily due to increased competition and rising costs [7] - The net profit margin also saw a slight decline, with net profit margins of 29.6% in 2024 and 29.0% in Q1 2025 [8] Financial Forecast - The revenue forecast for 2025 has been adjusted down from 13.025 billion to 12.606 billion, and net profit from 3.952 billion to 3.653 billion [9] - The report projects an EPS of 2.93 for 2025, with a corresponding valuation of 16x for 2025 [9]

Investment Rating - The report maintains a "Buy" rating for the company, with a projected EPS of 2.88, 3.09, and 3.48 for the years 2025, 2026, and 2027 respectively, corresponding to a PE valuation of 15.8, 14.7, and 13.0 times [5]. Core Insights - The company reported a revenue of 5.22 billion RMB for 2024, a year-on-year increase of 5.3%, and a net profit attributable to shareholders of 1.34 billion RMB, up 5.7% year-on-year. For Q1 2025, revenue was 960 million RMB, a 2.7% increase year-on-year, with a net profit of 190 million RMB, up 2.1% year-on-year, aligning with market expectations [2]. - The company is restructuring its product strategy to establish a dual-brand system with "Shui Jing Fang" and "Di Yi Fang," implementing a "twin star" strategy within the Shui Jing Fang brand [3]. - The new channel revenue for 2024 was 530 million RMB, a 10% increase year-on-year, while wholesale agency revenue was 4.5 billion RMB, up 2% year-on-year. In Q1 2025, new channel revenue surged to 290 million RMB, a 184% increase year-on-year, while wholesale agency revenue decreased by 20% [3]. - The net profit margin for 2024 increased by 0.1 percentage points to 25.7%, while the gross profit margin decreased by 0.4 percentage points. For Q1 2025, the net profit margin was 19.8%, down 0.1 percentage points, with a gross profit margin increase of 1.5 percentage points [4]. Summary by Sections Financial Performance - In 2024, the company achieved a revenue of 5.22 billion RMB, with a net profit of 1.34 billion RMB. The revenue growth rate is projected to be 4.0%, 6.2%, and 11.2% for 2025, 2026, and 2027 respectively [10]. - The company’s net profit for 2025 is expected to be 1.41 billion RMB, with a growth rate of 4.8% [5]. Product and Channel Strategy - The company is focusing on a dual-brand strategy and enhancing its new retail capabilities through partnerships with platforms like Meituan and JD [3]. - The sales from new channels are expected to significantly contribute to overall revenue, with a target for group buying to exceed double-digit percentages in total sales in certain cities [3]. Market Outlook - The company anticipates a decline in net profit for 2025 and 2026 by 5% and 8% respectively, due to pressures on mid-to-high-end demand recovery [5]. - The report suggests that the company is undergoing significant internal reforms, and investors are encouraged to monitor the effectiveness of these changes [4].

Investment Rating - The report maintains a "Buy" rating for the company, with a projected EPS of 2.88, 3.09, and 3.48 for the years 2025, 2026, and 2027 respectively, corresponding to a PE valuation of 15.8, 14.7, and 13.0 times [5][12]. Core Views - The company reported a revenue of 5.22 billion RMB for 2024, a year-on-year increase of 5.3%, and a net profit attributable to shareholders of 1.34 billion RMB, up 5.7% year-on-year. For Q1 2025, revenue was 960 million RMB, a 2.7% increase year-on-year, with a net profit of 190 million RMB, up 2.1% year-on-year, aligning with market expectations [2][5]. - The company is restructuring its product strategy to establish a dual-brand system with "Shui Jing Fang" and "Di Yi Fang," focusing on a "twin star" strategy within the Shui Jing Fang brand [3]. - The new channel revenue for 2024 was 530 million RMB, a 10% increase year-on-year, while wholesale agency revenue was 4.5 billion RMB, up 2% year-on-year. In Q1 2025, new channel revenue surged to 290 million RMB, a 184% increase year-on-year, while wholesale agency revenue decreased by 20% [3][4]. Summary by Sections Financial Performance - In 2024, the net profit margin increased by 0.1 percentage points to 25.7%, with a slight decrease in gross margin by 0.4 percentage points. For Q1 2025, the net profit margin decreased by 0.1 percentage points to 19.8%, with an increase in gross margin by 1.5 percentage points [4]. - The company expects revenue growth rates of 4.0%, 6.2%, and 11.2% for 2025, 2026, and 2027 respectively, with net profit growth rates of 4.8%, 7.2%, and 12.7% for the same years [5][10]. Product and Channel Analysis - For 2024, high-end and mid-range products generated revenues of 4.76 billion RMB and 260 million RMB, respectively, with year-on-year growth of 2% and 29%. In Q1 2025, high-end product revenue increased by 7% while mid-range product revenue saw a significant decline of 34% [3]. - The company has initiated an O2O new retail business and is focusing on group purchasing capabilities, aiming for group purchasing to account for a double-digit percentage of total sales in certain cities by 2025 [3][4]. Market Position and Future Outlook - The company is undergoing significant changes in product offerings, national expansion, and internal organizational restructuring, which are expected to enhance its market position [4]. - The report suggests continuous monitoring of the company's reform outcomes as it adapts to market conditions and consumer demands [4].