营收重返百亿大关后，三只松鼠（300783.SZ）启动港股IPO。 智通财经APP获悉，据港交所4月25日披露，三只松鼠股份有限公司(简称：三只松鼠)递表港交所主板，中信证券为其独家保荐人。招股书显示，三只松鼠此 次计划使用上市募集资金，用于深化全球供应链布局、推进线上线下销售渠道扩张、提升数字化能力及科技创新驱动能力、战略投资与并购及其他一般性运 营资金。 三只松鼠港股IPO的融资用途紧扣业务核心，旨在巩固其在休闲零食市场的地位。从供应链降本提质，到全渠道拓展市场，再到通过创新和并购寻求突破， 每一项规划都承载着企业的增长野心。然而，在竞争白热化的当下，三只松鼠赴港IPO能否令公司再度"燎原"零食市场，仍有待观察。 蛰伏四年重返"巅峰" 据智通财经APP了解，三只松鼠2012年由章燎源创立，从单一坚果品类起步，发展为中国最大中资休闲零食企业。作为零食市场的开拓者，三只松鼠营收曾 从2014年的9.24亿元（人民币，下同），增长至2019年的101.7亿元，年复合增长率高达57.2%。这一阶段，三只松鼠凭借较为敏锐市场洞察力，抓住互联网 电商崛起的机遇，通过线上渠道迅速打开市场。其独特的品牌形象、优质的产品及 ...

将投中网设为"星标⭐"，第一时间收获最新推送 你爱吃的零食，又要上市了。 在冲刺港股的过程中，三只松鼠并不孤单。 仅在2025年4月，东鹏饮料、卡游、遇见小面、溜溜果园、鸣鸣很忙、伯希和等一大批消费公司也都 纷纷来到港交所门前。与此同时，通过港交所聆讯的沪上阿姨和绿茶集团，离正式登陆港股也不远 了。 安徽前首富，打造出一个超级品牌 作者丨鲁智高 来源丨 投中网 三只松鼠又要上市了。 2019年7月在A股IPO后，这个超级品牌在安徽前首富章燎原的带领下，又于近日踏上赴港上市之 路。 凭借"三只松鼠"和"小鹿蓝蓝"等品牌，这家公司通过卖坚果、烘焙食品、零食组合、肉制品及干果等 休闲零食，一年的收入超过百亿元。 截至2024年底，章燎原持股40.37%，IDG资本持股4.2%，今日资本持股2%。长期的陪伴，也已经为 IDG资本和今日资本带来丰厚的回报。解禁以来，这两位股东共套现数十亿元。 移动互联网的浪潮，最终成就了三只松鼠。 2012年，章燎原发现电子商务存在巨大的机会。于是，他选择从詹氏食品总经理的位置上离开，同 时以休闲食品为重点发力方向，在安徽芜湖踏上创业之路。 有IDG资本、今日资本、峰瑞资本等投资者支持 ...

Q&A 三只松鼠 20250429 摘要 • 三只松鼠 2025 年一季度线上渠道收入占比 70%，线下分销和小楼兰占比 30%，公司计划通过加大线下分销布局逐步改变这一结构。4 月份乳饮饮 料订单约为 3-4 千万，日销品占比达 40%，同比增长超 100%，部分产品 日销品占比超 90%。 • 公司战略从提高性价比转向强调差异化，通过市场洞察反向定制开发，推 动已建成工厂供应链与渠道动销联动，提高产能利用率，提升全渠道销售 精力水平。2025 年将从单纯追求性价比转向高品质方向，强调高端性价 比之上的差异化，以"卖好货"为核心理念。 • 2025 年一季度利润较预期偏弱，主要受春节错峰影响及短视频渠道投入 增加，以及新大楼及集约基地硬件摊销和折旧。整体毛利率相对稳定，波 动约 0.55 个百分点，得益于全品类优势，通过品类调整保持了毛利率稳 定。 • 公司通过规模化的原料直采降低成本，例如，作为全球最大的夏威夷果单 一买家，通过与国际买家和中国原产地的直采，在夏威夷果行业协会发布 的均值成交价格基础上节省了 8-10 个点，抵消部分成本上涨压力。 请介绍一下三只松鼠 2025 年第一季度的业绩情况。 由于 ...

线上渠道势能不减，线下分销持续发力。在线上，公司依托"D+N"全渠道协同体系，短视频电商定 位"新品类发动机"，主动打造爆品，并在货架电商有效承接，带动综合电商稳步增长。在线下，24年5 月公司召开全域生态大会，发布了新的区域分销模式，提出百万终端，百亿规模的"双百目标"。公司重 点聚焦分销业务，逐步推动日销品区域化深度分销的打造。 构建全品类产品矩阵，爱折扣完善社区折扣业态布局。在"高端性价比"总战略牵引下，公司加速零食产 品上新，为全渠道适配并经营全品类零食，24全年累计上线超1000款SKU。公司通过"一品一链"的供应 链管理模式，重新梳理价值链，做强一批大单品；通过"品销合一"的协同价值观，做强新组织。24年10 月公司公告收购爱折扣，完善硬折扣社区业态的全面布局。 公司发布25年一季报，实现营业收入37.23亿元，同比微增2.13%。归母净利润为2.39亿元，同比下降 22.46%；扣非归母净利润为1.62亿元，同比下降38.31%。 平安观点： 毛利率小幅下滑，净利率短期承压。25Q1公司毛利率同比小幅下滑0.66个百分点至26.74%；销售费用 率为18.67%，同比增长2.41个百分点，反映了 ...

这一战略调整取得了显著成效。招股书显示，三只松鼠在2022年至2024年期间，营收分别为72.93亿元、71.15亿元和 106.22亿元；毛利分别为19.13亿元、16.15亿元和25.26亿元；毛利率分别为26.2%、22.7%和23.8%；净利润分别为1.29 亿元、2.20亿元和4.08亿元。2024年，公司成功实现了营收的显著恢复，重回"百亿俱乐部"。 | | | | 6000 1 | | 2024 - | | | --- | --- | --- | --- | --- | --- | --- | | | 人民幣 | % | 人民幣 | 9/0 | 人民幣 | % | | | | | (千元:百分比除外) | | | | | 收益 | 7,293,158 100.0 % | | | 7,114,576 100.0 % 10,622,053 100.0 % | | | | 销售成本 (5,379,964) (73.8%) (5,499,887) (77.3%) (8,096,410) (76.2%) | | | | | | | | 毛利 | 1.913.194 | 26.2 % | 1,614,689 ...

Investment Rating - The report maintains a "Buy" rating for the company [6] Core Views - The company reported a revenue of 3.72 billion yuan in Q1 2025, a year-on-year increase of 2.1%, while the net profit attributable to the parent company was 240 million yuan, a decrease of 22.5% year-on-year [1] - The revenue growth was impacted by a 12-day delay in the Spring Festival, but when considering Q4 2024 and Q1 2025 together, the revenue shows a year-on-year increase of 16.2% [1] - The company is expanding its distribution channels to enhance offline growth, leveraging its competitive advantages in brand and pricing [1][3] Financial Performance - The company's net profit margin decreased by 2.0 percentage points to 6.4% in Q1 2025, primarily due to the Spring Festival delay and a decline in gift box sales [2] - The gross profit margin also saw a decline of 0.7 percentage points to 26.7% [2] - Sales expense ratio increased by 2.4 percentage points to 18.7%, attributed to increased marketing expenses during the Spring Festival and initial costs for distribution expansion [2] Future Outlook - The company is expected to achieve revenue growth of 25.2%, 24.9%, and 19.7% for the years 2025, 2026, and 2027, respectively, reaching 13.30 billion, 16.61 billion, and 19.89 billion yuan [3] - Net profit is projected to grow by 10.3%, 33.3%, and 25.4% for the same years, reaching 450 million, 599 million, and 752 million yuan [3] - The company is actively participating in retail transformation and has plans to deepen its supply chain advantages through investments and acquisitions [3]

Core Insights - The company reported a revenue of 3.723 billion yuan for Q1 2025, a year-on-year increase of 2.13%, but the net profit attributable to shareholders decreased by 22.46% to 239 million yuan [1][3] - The company has submitted an application for overseas listing of H-shares on the Hong Kong Stock Exchange [3] - The company experienced a significant revenue growth of 49.3% in 2024, reaching 10.622 billion yuan, with a net profit increase of 85.51% to 407 million yuan [3] Financial Performance - In Q1 2025, the company achieved a revenue of 3.723 billion yuan, marking a 2.13% increase year-on-year [1] - The net profit for Q1 2025 was 239 million yuan, reflecting a decline of 22.46% compared to the previous year [1] - The company reported a revenue of 10.622 billion yuan for the full year of 2024, with a net profit of 407 million yuan, indicating a year-on-year growth of 49.3% and 85.51% respectively [3] Profitability and Margins - The company's gross margin has shown instability in recent years, with rates of 26.2%, 22.7%, and 23.8% from 2022 to 2024 [3] - The highest gross margin channel for the company is short video platforms, which have maintained a gross margin exceeding 30% for three consecutive years [3] Strategic Developments - The company has made several acquisitions in recent years, including the purchase of three companies in 2024, which aligns with its strategy of entering the mass snack market [3] - The company has emphasized a "high-end cost-performance" strategy following its acquisitions [3] Market Reaction - On April 28, the company's stock price fell by 6.76%, closing at 27.74 yuan per share, with a total market capitalization of approximately 11.12 billion yuan [4]

目前，三只松鼠还未披露港股IPO募资金额，但从其投资方向能看出未来发力的重点。 首先是用于加强供应链建设。其称，计划通过在各个主要集约基地建设多品类生产线来建立新的供应链 基地并扩大内部生产能力。 具体而言，三只松鼠计划在华东地区新建七座新的加工工厂，在华北地区新建四座新的加工工厂，在西 南地区新建四座新的加工工厂，及在华南地区新建六座新的加工工厂。在中国境外，计划在越南设立一 个工厂，通过采购原材料和参与国际合作来实现规模经济和成本优势。 不难看出，这部分的建设是三只松鼠此次募投的重中之重。 三只松鼠是国内休闲零食龙头，于2019年登陆深交所。六年过后，公司开启港股IPO，如能顺利登陆港 股，三只松鼠将成为首家"A+H"股零食公司。 招股书显示，三只松鼠香港IPO募资金额拟用于加强公司的供应链；加强公司的销售网络及品牌知名 度；拓展产品组合及品牌矩阵；用于公司行业价值链中的战略联盟和收购；用于营运资金及其他一般企 业用途。 在经历了两年的低谷期后，2024年，三只松鼠重回增长轨道，营收重回百亿，此间，公司动作频频，入 局量贩零食、重构供应链、大力拓展新渠道等。2025年开年，在港股市场持续升温的背景下，三只 ...

Core Viewpoint - Three Squirrels has submitted an application for a Hong Kong IPO, aiming to become the first snack brand in China to achieve dual listing on A-share and H-share markets, with plans to use the raised funds for global supply chain enhancement, channel expansion, digital capabilities, and strategic investments [1] Group 1: Financial Performance - In 2022-2024, Three Squirrels reported revenues of 72.93 billion RMB, 71.15 billion RMB, and 106.22 billion RMB respectively, with net profits increasing from 1.29 billion RMB to 4.08 billion RMB [1] - The company achieved a revenue of 139.8 billion RMB in 2024, ranking fourth in China's snack industry, following Mars, Mondelez, and PepsiCo [2] Group 2: Strategic Adjustments - Since April 2022, Three Squirrels has halted store expansion, focusing on closing underperforming stores and enhancing distribution and self-production [4] - The company has introduced a "high-end cost-performance" strategy and a "full-category + full-channel" development approach, launching over 600 new standard product units (SPUs) in 2024 [5] Group 3: Product and Brand Development - The main revenue source remains nuts, but its contribution has decreased from 56.3% in 2022 to 50.5% in 2024, while the revenue from other snacks has increased significantly [5] - The "Three Squirrels" brand saw a 50.57% revenue growth in 2024, while the "Little Deer Blue" brand, targeting children's snacks, achieved profitability and ranked among the top three in its category [6] Group 4: Channel Strategy - Revenue from short video platforms has surged from 7.17 billion RMB in 2022 to 26.35 billion RMB in 2024, increasing its share from 9.8% to 24.8% [7] - The company has reduced its offline store count from 1,065 in 2021 to 333 by the end of 2024, with offline store revenue declining during this period [8] Group 5: Future Outlook and Challenges - Three Squirrels plans to invest up to 360 million RMB to acquire control of new snack brands, aiming to expand its offline presence to over 2,000 stores [9] - The company targets a revenue of 20 billion RMB by 2026, indicating significant growth ambitions despite current challenges in maintaining its revenue structure [9] - Sales expenses increased by 50.92% in 2024, outpacing revenue growth, while overall gross margins have fluctuated, indicating potential pressure on profitability [10]

整理 ｜ 彭倩 #Big News# 增长压力之下，雀巢中国换帅 雀巢中国的首位本土 CEO 卸任。 近日，雀巢宣布现任雀巢大中华区董事长兼 CEO 张西强辞任，由现任菲律宾市场负责人马凯思 （Kais Marzouki）接替。这是雀巢集团自去年10月宣布不再将中国市场设立为独立大区后（今年1 月1日起生效），推出的一项人事调整举措。 由于中国市场曾表现颇佳，雀巢曾在2022年为其单独设立大中华区，张西强同年成为雀巢中国首位 本土CEO。中国是雀巢的第二大市场，一直被寄予厚望，张西强在上任时也曾为雀巢中国制定较为乐 观的增长计划：雀巢中国区要在2025年实现600亿小目标，在2030年实现1000亿大目标。 翻看过去3年的财报，雀巢中国区的体量分别为401.6亿元、436亿元和408.69亿元，遇到增长瓶 颈，与张西强曾制定的2025年达到600亿的目标也相差较大。 如今，全球消费市场正处于周期性波动，雀巢在内的一系列外资企业都需要更好的让产品适应当地市 场消费者需求和习惯的变化。 雀巢曾公开表示对中国市场的反思，前 CEO 施耐德曾表示，过去10年，雀巢在中国多项投资没有成 功，如对花生牛奶品牌银鹭的收购， ...