Summary of Baijiu Co. Conference Call Company Overview - **Company**: Baijiu Co. - **Industry**: Alcoholic Beverages, specifically focusing on pre-mixed cocktails and whiskey Key Points and Arguments Pre-mixed Cocktails Business - In the first half of 2025, the overall pre-mixed cocktail business declined by approximately 9%, while the "Mild Drunk" series achieved double-digit growth. The "Strong Refreshing" and "Refreshing" series experienced double-digit and single-digit declines respectively, indicating a shift in market preferences [2][3] - New products such as jelly cocktails and high-alcohol pre-mixed cocktails were launched in Q3 2025, with a sales target of 60 million yuan, aimed at stabilizing and improving performance [2][3] - The pre-mixed cocktail business has grown from around 1 billion yuan in 2018 to a projected 25-30 billion yuan by 2024, with significant contributions from the "Mild Drunk" and "Strong Refreshing" products [3][4] Whiskey Business Development - Baijiu Co. is actively developing its whiskey business, having launched products like "Bailide Blended Whiskey" and "Laizhou Single Malt Whiskey." The company expects to complete 85% of terminal distribution by the end of Q3 2025, although initial sales feedback has been lukewarm [2][5] - The Chinese whiskey market is estimated to be worth 5 to 6 billion yuan, with an average annual growth rate of 21% over the past 8 to 9 years. However, foreign brands dominate the market, accounting for over 70% of market share [2][7] - Baijiu Co. aims to leverage its local distribution system to change the current market dynamics dominated by foreign brands [2][8] Market Potential and Strategy - The company has over 500,000 barrels of base liquor reserves and is innovating by using Chinese yellow wine barrels for whiskey production. There is a potential resonance effect between pre-mixed cocktails and whiskey in consumer cultivation [2][9] - The whiskey market in China is still in its early stages, and significant marketing efforts are required to enhance consumer acceptance and penetration [12][15] - The company has invested heavily in project barrels since 2020, with a production capacity of 31,000 tons for vodka and 5,000 tons for whiskey, indicating strong production capabilities [4][13] Future Outlook - The recovery of the pre-mixed cocktail business depends on consumer spending power and the success of innovative product collaborations [4][14] - If whiskey products can generate significant incremental growth, the company's market value could increase substantially. The company has a comprehensive product matrix and is focusing on brand innovation to stabilize and gradually improve performance [6][11] - The potential for whiskey sales to reach half the size of the pre-mixed cocktail market (12.5 to 15 billion yuan) is anticipated as consumer awareness and distribution channels improve [11] Marketing and Consumer Engagement - Effective marketing strategies are crucial for whiskey, which requires time for consumer acceptance. The company plans to utilize thematic marketing to create buzz and engage younger consumers [15] - Key sales periods such as Mid-Autumn Festival, National Day, and Chinese New Year are critical for assessing market performance and consumer response [12][15] Additional Important Insights - The company has a strong innovation capability in new consumer categories, and monitoring its development dynamics is essential for potential investment opportunities [16]

Core Viewpoint - The company is undergoing a transformation amidst a complex external environment and intensified industry competition, focusing on brand enhancement, channel profitability, and inventory reduction [1][2]. Group 1: Company Strategy - By 2025, the company will concentrate on its leading brands, mid-range and sub-high-end price segments, domestic markets, and core liquor business, emphasizing brand renewal, product optimization, and market stability [1]. - The company is actively reducing channel inventory, which is a key focus for the upcoming period, while maintaining that its core fundamentals remain unchanged [2]. Group 2: Market Focus - The company has completed a nationwide sales organization and customer layout, with no changes to its deep nationalization strategy, despite a slowdown in growth in external markets due to local competitors' strategic contraction [2]. - The company will focus on key regional markets such as Shandong and Henan, while further strengthening its presence in markets like Hunan and Guangdong, and enhancing new markets like Inner Mongolia [2]. Group 3: Product Structure - The overall structure of the company's leading products remains stable, with "Hai Zhi Lan" and "Meng Zhi Lan" being the core products, while "Tian Zhi Lan" and "Shui Jing Ban Meng Zhi Lan" are more affected by market conditions [2]. - The M6+ product remains a leading brand in the sub-high-end price segment, with efforts to address supply-demand and pricing issues, including quota management and consumer engagement [3]. Group 4: Marketing and Distribution - The company aims to resolve product volume and pricing issues in the short term, while focusing on marketing transformation and consumer cultivation in the long term [4]. - Plans for the seventh generation of "Hai Zhi Lan" include a focus on the Jiangsu market, with a youthful and fashionable design, and an emphasis on enhancing the brand's image and sales foundation in the domestic market [4].

Core Viewpoint - The article emphasizes the similarities and potential lessons that can be drawn from the Japanese alcohol industry to inform the development of the Chinese alcohol market, particularly in the context of macroeconomic adjustments and evolving consumer preferences [1][2]. Group 1: Comparative Analysis of China and Japan - The demographic structures of China and Japan in the 1980s and 1990s are comparable, providing insights into the trajectory of alcohol consumption and economic drivers [2]. - Key macroeconomic indicators for China (2024) and Japan (1980-1990) show that China's GDP compound growth rate is projected at 7.68%, while Japan's was 6.19%. China's per capita GDP is $13,118 compared to Japan's $15,954 [3]. - The aging population in China is at 15.60%, higher than Japan's approximately 10% during its economic boom, indicating a shift in consumer demographics [3]. Group 2: Japanese Sake Industry Insights - The Japanese sake industry is experiencing a reduction in volume but an increase in price, with a focus on high-end products as a necessary evolution [8]. - The competitive landscape of the sake industry is fragmented, with a CR5 of only 37.4%, suggesting significant room for market consolidation [8]. Group 3: Case Study of Dassai (Asahi Shuzo) - Asahi Shuzo, the producer of Dassai, transformed its business by abandoning low-end brands and focusing on high-quality sake, launching the renowned "Dassai 23" in the 1990s [16]. - The company emphasizes quality by controlling the supply chain and using premium rice, while also innovating in production techniques to enhance product differentiation [21]. - Dassai has successfully expanded into international markets, with over 30% of its revenue coming from overseas [16]. Group 4: Lessons for Chinese Alcohol Industry - The article suggests that the Chinese liquor market is undergoing a transformation in consumer channels, with traditional retail models being challenged by new formats such as flash delivery and specialty stores [25]. - The balance of technology, human input, and traditional methods in liquor production is highlighted as a future trend for Chinese alcohol brands [28]. - Chinese alcohol companies can learn from Dassai's approach to market entry and consumer engagement, particularly in building brand awareness through targeted marketing strategies [30]. Group 5: Investment Strategies - The article identifies two main investment themes: high-end liquor and leading regional liquor brands, as these segments are expected to perform better during the industry's recovery phase [34][36]. - High-end liquor is seen as a long-term trend, with strong brand power and resilience during economic fluctuations, while regional leaders are positioned to benefit from the recovery of various consumer scenarios [36].