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].