Investment Rating - The industry investment rating is "Increase Holding" [4] Core Viewpoints - The report emphasizes that leading brands are increasing their investment in freezer displays to create channel barriers and enhance product visibility, which is crucial for instant consumption [6][10] - The rapid increase in freezer numbers by major brands like Nongfu Spring and Dongpeng has significantly boosted their sales performance, indicating a strong correlation between freezer investment and revenue growth [6][18] - The report suggests that the competitive landscape is shifting towards channel optimization and single-point sales enhancement rather than mere expansion of distribution networks [13][14] Summary by Sections Freezer Display and Instant Consumption - Freezer displays are driving instant consumption, with brands like Nongfu Spring increasing their freezer count from 360,000 in 2019 to approximately 800,000 in 2022, leading to substantial revenue growth in their ready-to-drink tea products [6][18] - Dongpeng's freezer count is projected to rise from 74,000 in 2022 to 300,000 by 2024, with corresponding sales revenue expected to increase by 32.42% and 40.63% in 2023 and 2024 respectively [6][18] Market Dynamics and Inventory Management - The report highlights that freezer displays facilitate inventory front-loading, allowing brands to manage stock more efficiently and reduce supply chain response times [6][23] - Each 100,000 freezers can hold inventory worth approximately 200 million yuan, which aids in rapid stock turnover and enhances sales dynamics [6][23] Competitive Landscape and Brand Strategies - Leading brands have established a stronghold in key terminal freezer points, making it challenging for new entrants to penetrate the market [37] - The report notes that major brands like Coca-Cola and Nongfu Spring have already secured significant market shares in urban areas, creating a competitive barrier for latecomers [37] Financial Implications and Accounting Practices - The report discusses two accounting methods for freezer expenses: Nongfu Spring uses a depreciation model, while Dongpeng accounts for these costs as current sales expenses [36][40] - The financial impact of freezer investments is evident, with Nongfu Spring's depreciation and amortization costs rising from 1.2% of total revenue in 2018 to 1.6% in 2019 due to increased freezer deployment [40] Investment Recommendations - The report recommends focusing on companies with early investments and substantial existing freezer stocks, specifically Nongfu Spring, Master Kong, and Dongpeng Beverage, which have shown significant results from their freezer strategies [38]

Core Viewpoint - The report from Zhongtai Securities highlights the importance of freezer displays in driving instant consumption of soft drinks, emphasizing that product exposure and taste are key factors for consumers [1][3]. Group 1: Freezer Impact on Consumption - Freezer displays enhance instant consumption by improving product exposure and maintaining taste quality, leading to increased sales for brands like Nongfu Spring, which saw a rise in freezer numbers from 360,000 in 2019 to approximately 800,000 in 2022, correlating with significant revenue growth in ready-to-drink tea products [1][2]. - Dongpeng has also prioritized freezer investments, planning to increase its freezer count from 74,000 in 2022 to 300,000 by 2024, with projected sales revenue growth of 32.42% and 140.63% for 2023 and 2024, respectively [2]. Group 2: Inventory Management and New Product Launches - Freezer displays facilitate inventory pre-positioning, with an estimated inventory value of 200 million yuan for every 100,000 freezers, allowing traditional brands to quickly replenish stock and shorten supply chain response times [3]. - The strategic placement of new products in freezers helps avoid promotional pressure, enhancing their sales and survival rates through effective resource planning [3]. Group 3: Competitive Landscape and Brand Strategies - Leading brands like Nongfu Spring and Coca-Cola dominate core freezer locations in first- and second-tier cities, creating barriers for newer entrants [4]. - Nongfu Spring employs a strategy of using multi-door freezers to secure prime locations, allowing for a mix of its products and those of other brands, thereby enhancing channel profitability and brand loyalty [4]. Group 4: Accounting Practices for Freezer Investments - There are two main accounting methods for freezer costs: Nongfu Spring uses a depreciation model, while Dongpeng records these costs as current sales expenses [5][6]. - Nongfu Spring's depreciation and amortization expenses increased from 1.2% of total revenue in 2018 to 1.6% in 2019, alongside a rise in deposit income from 574 million yuan to 789 million yuan, a 37.46% increase [5]. Group 5: Investment Recommendations - The report suggests focusing on companies with early investments and substantial freezer inventories, such as Nongfu Spring and Master Kong, as well as Dongpeng, which has aggressively expanded its freezer presence with notable results [7].

Investment Rating - The report maintains a rating of "Buy" for the industry, expecting a relative increase of over 15% in stock prices within the next 6 to 12 months [57]. Core Insights - The report highlights that leading brands are increasing their investment in freezer displays to create channel barriers and enhance product visibility, which is crucial for instant consumption in the soft drink industry [1][7]. - The investment in freezers is seen as a strategic move to boost sales and improve inventory management, with significant sales growth reported by brands like Nongfu Spring and Dongpeng Beverage due to increased freezer deployment [7][27]. - The competitive landscape is shifting towards channel optimization, with established brands leveraging their first-mover advantage to secure prime display locations in retail outlets [46][50]. Summary by Sections Freezer Display and Instant Consumption - Freezer displays significantly enhance product exposure and consumer access, leading to increased sales [7][19]. - Brands like Nongfu Spring have rapidly increased their freezer count from 360,000 in 2019 to approximately 800,000 by 2022, correlating with substantial revenue growth in their ready-to-drink tea segment [27][24]. Sales Growth Driven by Freezer Investment - Dongpeng Beverage plans to increase its freezer count from 74,000 in 2022 to 300,000 by 2024, with projected sales growth of 32.42% and 40.63% for 2023 and 2024, respectively [27][24]. - The report estimates that each 100,000 freezers can hold inventory worth approximately 200 million yuan, facilitating quicker inventory turnover and enhancing sales performance [7][34]. Strategic Importance of Freezer Investment - The report emphasizes that freezer investment is a core strategic initiative for both traditional giants and emerging brands, with Coca-Cola and Nongfu Spring leading in freezer deployment [28][30]. - The competitive advantage gained through early freezer investments creates significant barriers for new entrants in the market [50][46]. Accounting Treatment of Freezer Costs - Two accounting methods for freezer costs are identified: Nongfu Spring uses a depreciation model, while Dongpeng Beverage accounts for these costs as current sales expenses [6][51]. - The report notes that Nongfu Spring's depreciation and amortization as a percentage of total revenue increased from 1.2% in 2018 to 1.6% in 2019 due to increased freezer investments [6][51]. Investment Recommendations - The report suggests focusing on companies with early freezer deployment and significant existing freezer stock, particularly Nongfu Spring, Master Kong, and Dongpeng Beverage, which have shown effective results from their aggressive freezer strategies [53].

Group 1 - The demand for bottled beverages has surged due to the hot summer weather, with 67.3% of beverage consumption occurring offline, primarily in supermarkets and convenience stores [1] - Brands are engaged in a "cooler war" to secure visibility in retail spaces, deploying a strategy of extensive distribution across various locations [1][2] - The number of brand coolers has significantly increased, with Nongfu Spring's coolers rising from over 360,000 in 2019 to 650,000 in 2022, and Coca-Cola projected to exceed 1 million coolers in mainland China by 2024 [4] Group 2 - Brand coolers serve as both refrigeration units and advertising platforms, showcasing brand logos and products effectively [2] - Sales representatives play a crucial role in promoting brand coolers, with incentives for placing coolers in retail locations, although rewards have decreased from 200 yuan to 160 yuan per unit [4] - Brands utilize various incentives to encourage retailers to stock their products, including promotional gifts, seasonal subsidies, and bulk purchase discounts [4] Group 3 - Product placement in retail spaces is critical, with studies indicating that items at eye level can achieve a sales rate of 50%, while those at lower levels may only sell 30% as much [6] - Seasonal bestsellers and promotional items are strategically placed in prime locations to maximize visibility and sales [8] - Proper categorization and arrangement of products in coolers enhance consumer experience and facilitate decision-making [8]