对话白酒专家 20251228 摘要 白酒行业周期尚未见底，价格和供给均未充分调整，茅台价格虽有下降 但未触底，预计调整可能延续至 2026 年下半年或更晚，外部经济环境 和政策因素将影响复苏进程。 降价策略对白酒销售的长期效果不明确，茅台 1,935 和五粮液 1,618 通 过降价换取销量增长，但洋河 M3 等品牌效果不明显，降价刺激短期需 求，长期效果有待观察。 茅台面临价格体系难以维持的问题，飞天产品价格下跌，经销商面临亏 损风险，减量是稳定价格的有效方法，但面临任务增长压力，未来发展 预期并不乐观。 五粮液面临批发价格倒挂和渠道体系问题，数字化改革是关键，但受组 织结构限制，改革难度较大，若能借助当前契机进行有效改革，有望改 善发展。 泸州老窖对市场形势判断冷静深刻，坚持品牌战略，拒绝降价提议，即 使短期内可能损失部分销量，但从长远来看，有助于巩固品牌地位和市 场份额。 Q&A 请简要介绍一下当前白酒行业的整体情况及其未来展望。 目前，白酒行业正处于调整周期的下行阶段。四季度以来，市场总需求依然较 弱，这与整体消费指数密切相关。11 月和 12 月的需求表现尤其疲软。尽管一 些企业在进行长期规划和调 ...

老看见有人讨论白酒，很好奇，问了一下AI， 过去10年白酒销量变化 。 销量已经从2016年的1305万吨大幅下降到2024年的414万吨。 下面是阿里千问的回答，其他AI结论类似。 过去10年（2015–2025年），中国白酒销量经历了持续且显著的下降，呈现出"量减价增、 缩量提质"的结构性特征。以下是关键数据和趋势总结： 一、销量变化（以"万吨"或"万千升"为单位） 2016年：销量约 1305万吨（或1358.4万千升，不同统计口径略有差异）——这是近十年的 峰值。 从数据来看，白酒消费量显著下降。大家白酒喝得越来越少是肯定的，是不是该喝其他酒， 譬如葡萄酒了呢。结果也不乐观，葡萄酒销量也是大幅下降。 资水 不知道有多少人跟我一样，看到白酒量价齐跌，是心中暗爽的？ 白酒有四大场合，商务宴请、婚庆、亲友聚会、个人佐餐。商务宴请是高端酒的主战场，这 个场合不讲性价比，而是追求越贵越好，因为酒的价格决定了饭局的档次。于是茅台一直提 价，从900多一直提到2700多。这不是好事啊，只能说明天文数字的公款被官员们吃掉喝掉 了，说明了我国财政支出的监管出现了大篓子。作为一个纳税人，看到这种情况，焉能不 恨？ 终于， ...

Summary of Industry and Company Insights from Conference Call Records Industry: Baijiu (Chinese Liquor) Key Points: - The overall performance of the baijiu industry in Q3 was under pressure, with most companies experiencing a decline in net profit, particularly those with significant revenue drops. [1][7] - Moutai maintained a stable performance with a 7% revenue increase, despite a drop in batch prices from 1,760 RMB to around 1,670 RMB, reflecting a more than 20% year-on-year decline. [1][10] - Wuliangye saw a significant revenue decline of 52% and a profit drop of 65%, indicating substantial pressure on its performance. [1][4] - Luzhou Laojiao performed better than expected, with effective strategies in place, although external environmental factors need to be monitored. [1][6] - The second-tier brand Fenjiu showed stable performance, with the Qinghua series growing by 9-10%, while Qinghua 30 experienced a decline of 20-30%. [1][5] - The overall baijiu sector is expected to continue adjustments in Q4 in preparation for the Spring Festival, which is a critical sales period. [1][8] Industry: Dairy Products Key Points: - The dairy sector faced weak terminal demand in Q3, with Yili's liquid milk revenue declining by 8.8%, while New Dairy achieved double-digit growth. [1][12] - The outlook for Q4 remains challenging, with expectations of continued pressure on liquid milk demand due to weak consumer confidence. [1][13] - New Dairy and Miaokelando are expected to maintain good growth through product innovation and market expansion. [1][13][14] Industry: Soft Drinks Key Points: - The soft drink industry showed stable performance in Q3, driven by strong travel demand and the introduction of new products. [1][15] - Dongpeng Beverage reported a 30.4% revenue increase, benefiting from new product launches, while competitors like Master Kong and Uni-President experienced revenue declines. [1][15][16] - Long-term growth prospects for Dongpeng and Nongfu Spring are viewed positively, while Master Kong and Uni-President are considered defensive dividend investment options. [1][18] Industry: Frozen Foods Key Points: - The frozen food sector is showing signs of stabilization, with demand not expected to worsen significantly. [1][20] - Leading companies are reducing expenditure, leading to some profit recovery, although growth rates remain modest. [1][20] - The industry is at a bottom turning point, with expectations for improvement in restaurant demand. [1][20] Industry: Snacks Key Points: - The snack sector saw slight revenue growth but at a slower pace, with rapid growth in bulk snack channels. [1][21] - New retail channels like Sam's Club are contributing significantly to revenue growth, despite some short-term impacts from public sentiment. [1][21] - The performance of key brands like Yanjin and Youyou has improved, indicating better operational efficiency and profitability. [1][25] Industry: Meat Products Key Points: - The meat product sector is considered a defensive dividend segment, with companies like Shuanghui Development and WH Group showing stable performance. [1][22] - Shuanghui's meat product sales remained steady, with a target of 30% growth in new channels for the upcoming year. [1][23] - WH Group's U.S. market performance was stable, with expectations for relatively stable pork prices in 2026. [1][24] Overall Market Performance Key Points: - The food and beverage sector has underperformed compared to the CSI 300 index, with a 5.5% decline as of October 31, 2025. [1][9] - The baijiu sector's valuation has decreased, with a forecasted P/E ratio of 18.9 times, lower than historical averages. [1][9] - Fund holdings in the baijiu sector have decreased, indicating potential for future capital inflow if demand improves. [1][9]

Core Viewpoint - Guizhou Moutai's Q3 performance shows a significant slowdown in growth, reflecting the broader challenges faced by the Chinese liquor industry amid a deep adjustment period [3][4][12]. Financial Performance - In Q3 2025, Guizhou Moutai reported a revenue of 39.064 billion yuan, with a year-on-year growth of only 0.56%, and a net profit of 19.224 billion yuan, growing by 0.48%, marking the lowest growth rates in recent years [3][4]. - For the first nine months of 2025, total revenue reached 130.904 billion yuan, up 6.32%, and net profit was 64.626 billion yuan, up 6.25% [3][4]. Product Performance - Moutai's core product, Moutai liquor, maintained stable growth with revenue of 110.514 billion yuan, a year-on-year increase of 9.28%, while series liquor revenue fell to 17.884 billion yuan, down 7.8% [5]. - In Q3, series liquor revenue plummeted to 4.12 billion yuan, a staggering decline of 34% year-on-year, indicating that the strategy to expand series liquor has not met expectations [5][12]. Pricing and Market Demand - The wholesale price of Moutai liquor has dropped below 1,700 yuan, with the original version at 1,690 yuan and the bulk version at 1,660 yuan, reflecting a significant decline from 2,170 yuan prior to the "drinking ban" [6][7]. - The price drop indicates weak market demand, as the price has decreased by 480 yuan over five months [6][7]. Industry Challenges - The "drinking ban" has severely impacted high-end consumption scenarios, leading to a sharp decline in demand from existing consumer groups while new consumer demand is still developing [7][12]. - The increase in accounts receivable from 2.82 billion yuan to 5.21 billion yuan suggests that Moutai is easing payment terms for distributors to alleviate inventory pressure [9][10]. Strategic Adjustments - Moutai is focusing on enhancing direct sales channels, with direct sales revenue reaching 55.555 billion yuan, accounting for 42.3% of total revenue, and utilizing digital platforms like "i Moutai" [9][10]. - The company is also adjusting its policies towards distributors, allowing longer payment terms for series liquor products, which reflects the need to address the significant drop in series liquor revenue [10][12]. Leadership and Future Outlook - The new chairman, Chen Hua, faces the challenge of stabilizing performance and achieving the annual growth target of approximately 9% amid a tough market environment [11][12]. - Moutai's ability to navigate the current industry downturn and maintain its brand value while expanding market share will be critical as the year-end sales season approaches [12][13].

Core Viewpoint - The Chinese liquor industry is experiencing a significant downturn, with many companies reporting their worst third-quarter results in a decade, primarily due to insufficient market demand rather than the impact of alcohol bans [2][13][16]. Group 1: Performance of Liquor Companies - Most liquor companies have reported accelerated declines in their third-quarter performance, with some leading firms experiencing net profit drops of over 100% year-on-year [2][3]. - Regional liquor companies like Kouzi Jiao and Laobai Gan Jiu reported substantial declines, with Kouzi Jiao's third-quarter revenue down 46.2% and net profit down 92.6% [2]. - Major companies such as Wuliangye and Yanghe also faced significant declines, with Wuliangye's revenue and net profit down 52.66% and 65.62% respectively, marking a new low in nearly eight years [5][6]. Group 2: Market Dynamics and Trends - The overall market for high-end liquor has weakened, with the wholesale price of Moutai dropping below 1700 yuan for the first time, indicating a downward trend in retail prices since early 2023 [7][8]. - The share of government consumption in the liquor market has decreased by nearly 90% over the past 12 years, with Moutai's government channel sales now accounting for less than 1% [11][12]. - Young consumers are increasingly favoring lower-alcohol beverages, with the market for beer, fruit wine, and cocktails growing, while traditional liquor consumption is declining [12]. Group 3: Industry Challenges - The liquor industry is facing challenges such as high inventory levels and price inversions, leading to overall performance pressure [16][17]. - The macroeconomic environment has resulted in a contraction of consumption scenarios, particularly affecting mid-to-high-end liquor sales that rely on business banquets [16]. - Despite the downturn, leading companies like Moutai and Shanxi Fenjiu have managed to maintain slight growth, although their growth rates have significantly slowed [6][7].

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [6][17]. Core Views - The company has shown resilience in its product series, with an increase in the revenue share of products priced above 300 yuan [2]. - The company is focusing on controlling channel inventory and maintaining price stability amid the impact of the "ban on alcohol" [4]. - The company is expected to achieve net profits of 379 million, 412 million, and 463 million yuan for the years 2025 to 2027, respectively [4]. Financial Performance - For Q3 2025, the company reported revenue of 546 million yuan, a decrease of 4.89% year-on-year, and a net profit of 25 million yuan, down 33.02% year-on-year [1]. - The revenue breakdown for Q3 2025 shows that products priced above 300 yuan generated 157 million yuan, while those priced between 100-300 yuan and below 100 yuan generated 258 million yuan and 91 million yuan, respectively [2]. - The company's gross margin for Q3 2025 was 61.44%, with a net margin of 4.07%, reflecting a decrease in net margin due to increased non-operating expenses and a higher tax rate [4]. Market and Channel Analysis - The company's revenue from domestic operations was 355 million yuan, while revenue from outside the province was 151 million yuan, indicating a decline of 5.20% and 11.79% year-on-year, respectively [3]. - The number of distributors decreased by 79 to 949, with a focus on optimizing resource allocation by reducing the number of distributors outside the province [3]. Future Projections - The company is projected to have revenues of 2,547.61 million yuan in 2023, increasing to 3,652.89 million yuan by 2027, with a compound annual growth rate of 11.55% [5][11]. - The expected net profit for 2025 is 379.28 million yuan, with a slight decline from the previous year, followed by growth in subsequent years [11]. Valuation Metrics - The company’s price-to-earnings (P/E) ratio is projected to decrease from 30.23 in 2023 to 21.49 in 2027, indicating a potential increase in valuation attractiveness over time [5][11]. - The price-to-book (P/B) ratio is expected to decline from 2.99 in 2023 to 2.37 in 2027, suggesting a strengthening balance sheet [5][11].

Core Viewpoint - The overall performance of the liquor industry in Q3 2025 is under pressure, with slow payment collection, increased inventory, and weak batch prices due to the impact of the "ban on alcohol" [1][2] Payment Collection - The payment collection progress for liquor companies in Q3 2025 has slowed down significantly, with only Kweichow Moutai expected to maintain a collection rate similar to previous years, while other companies face relative pressure [1][2] Sales Performance - The sales performance in Q3 2025 is under pressure, particularly in June and July due to the "ban on alcohol," although there has been some improvement in August and September. Kweichow Moutai has shown resilience with significant sales growth in August and September, with a year-on-year increase exceeding 20% [2][3] Inventory Levels - After a slight decrease in inventory levels in Q1 2025, the overall inventory in the liquor industry has accumulated due to a significant slowdown in sales since Q2 2025. The inventory is expected to decrease during the Mid-Autumn Festival and National Day, but channel inventory may not see significant reduction [2][3] Batch Prices - Batch prices for most liquor products are under pressure due to the "ban on alcohol" and aggressive promotional activities during the festive season. High-end liquor prices, such as Feitian Moutai, have dropped to 1750-1800 RMB, while other products like Wuliangye have also seen price declines [2][3] Price Segment Analysis - High-end liquor: Kweichow Moutai is expected to maintain growth, while Wuliangye and Luzhou Laojiao may face slight pressure in Q3 2025 - Mid-range liquor: Significant differentiation is expected, with Shanxi Fenjiu showing stable performance, while other brands may benefit from low base effects - Regional leaders: Brands like Gujinggongjiu and Yingjia Gongjiu are still adjusting and may be significantly impacted by the "ban on alcohol" [3][4] Earnings Forecast - Overall, liquor companies are expected to face pressure, with most companies' performance in Q3 2025 projected to decline year-on-year. However, Kweichow Moutai is anticipated to achieve revenue and profit growth, while others like Wuliangye and Shanxi Fenjiu may perform relatively steadily [4] Investment Recommendations - The company suggests focusing on bottom-range allocation opportunities in the liquor sector, recommending leading brands like Kweichow Moutai, Shanxi Fenjiu, and Wuliangye, as well as other brands with growth potential and lower valuations [5]

Core Insights - Overall demand for consumer goods remained relatively weak in July and August, with the seasoning sector affected by the slow recovery in dining demand. However, September showed signs of improvement as dining demand rebounded, leading to a more stable consumption and travel environment during the holiday period [1][2] Group 1: Holiday Performance - During the recent holiday period, key retail and dining enterprises saw a 3.3% year-on-year increase in sales, with an average daily flow of 304 million people, up 6.2% year-on-year, slightly better than previous expectations [2] - The performance of various sectors during the holiday showed differentiation, with snacks leading in overall vitality, followed by beverages, dining chains (seasoning, beer, frozen foods), dairy products, and finally, liquor [2][3] Group 2: Sector Analysis - **Liquor**: Sales during the holiday met expectations, particularly for high-end liquor and banquet scenarios. Post-holiday feedback indicated a 20% year-on-year decline in overall liquor sales, consistent with pre-holiday expectations [3] - **Seasoning**: After a weak performance in July and August, the seasoning sector saw improved sales in September due to the gradual recovery in dining. The holiday period showed a year-on-year increase in sales, driven by the recovery in dining demand [3] - **Dairy Products**: The demand for liquid milk remained weak, with a low single-digit decline expected for major brands. Sales during the holiday were under pressure, with inventory levels remaining relatively healthy [3] - **Beverages**: The beverage sector is entering a slow season, but leading brands continue to perform well. Brands like Nongfu Spring and sugar-free tea maintained good growth, while packaged water continued to gain market share [4] - **Beer**: The beer sector experienced weak downstream demand, particularly in on-premise and dining channels. Companies are increasing investments in instant retail channels to capture new opportunities [4] - **Snacks**: The snack sector continues to show high vitality, benefiting from holiday gifting scenarios. Traditional retail channels saw stable growth in September, with good customer traffic during the holiday [4] - **Frozen Foods**: The frozen food sector saw slight improvements in sales during the holiday, although the overall improvement was limited. Demand for certain products like hot pot ingredients showed some recovery [5]

Investment Rating - The investment rating for the company is "Buy" with a target price not specified [6] Core Views - The company reported a decline in revenue and net profit for the first half of 2025, with revenue at 2.701 billion and net profit at 443 million, representing year-on-year decreases of 17.41% and 24.98% respectively [1] - In Q2 2025, the company saw a slight decline in revenue but a significant increase in net profit, with revenue at 1.125 billion and net profit at 97 million, showing a year-on-year decrease of 3.44% in revenue but an increase of 139.48% in net profit [1] - The growth in ordinary liquor sales is attributed to a low base in Q2 2024 and the continued momentum of upgraded products like T68 [2] - The company is experiencing pressure on mid-to-high-end liquor sales due to regulatory impacts, while ordinary liquor sales have shown significant growth [2] - The gross margin slightly declined to 60.60% in Q2 2025, while the net profit margin increased to 8.64%, driven by a reduction in sales and management expense ratios [3] - The company has adjusted its revenue and profit forecasts for 2025-2027, expecting revenues of 5.2 billion, 5.7 billion, and 6.3 billion respectively, and net profits of 450 million, 530 million, and 630 million respectively [3] Financial Data Summary - For 2025E, the company expects revenue of 5.216 billion, a decrease of 2.62% from the previous year, and a net profit of 450.97 million, an increase of 30.42% [5] - The company’s earnings per share (EPS) is projected to be 1.36 yuan for 2025, with a price-to-earnings (P/E) ratio of 45.40 [5] - The company’s total assets are projected to be 12.136 billion by 2025, with a debt-to-equity ratio of 37.80% [11]

Core Insights - The overall performance of the liquor industry has declined significantly, with many businesses reporting a drop of over 20% during the recent holiday season [2][4] - The traditional sales pattern of maintaining customer relationships in off-peak seasons and profiting during peak seasons has been disrupted, leading to increased anxiety among liquor distributors [2][4] - High-end liquor sales, particularly those priced above 500 yuan, have seen a drastic decline due to macroeconomic factors and restrictions on alcohol consumption [2][4] - Group purchasing, which was once a major sales channel, has been severely impacted, with sales dropping from over 100,000 cases to nearly zero in some cases [4][5] - Despite the challenges, companies are adapting by adjusting product offerings and focusing on maintaining cash flow [7][10] Industry Performance - Many liquor distributors reported that the sales during the recent holiday season were 30% lower compared to previous years, despite being better than the first half of the year [2][4] - The market for mass-market liquor priced below 300 yuan has performed relatively well due to strong demand during family gatherings and social events [4][8] - The overall sentiment in the industry is one of cautious optimism, with companies striving to survive and adapt to the changing market conditions [5][11] Strategic Adjustments - Companies are implementing strategies to stabilize their cash flow by reducing inventory and focusing on established brands rather than new products [7][8] - Some distributors are optimizing their workforce by reducing market personnel by up to 30% to ensure operational efficiency [10] - There is a call for innovation in promotional activities, as current strategies have become too homogeneous and less effective [10][11] Future Outlook - The liquor industry is undergoing a deep adjustment, but there remains a strong determination among distributors to navigate through the challenges and continue to serve consumers effectively [10][11] - As restrictions on alcohol consumption gradually ease, there is hope for a recovery in the restaurant channel and overall market [10]