Core Viewpoint - Wuliangye held its annual dealer conference on December 18, outlining its marketing strategy for 2026 as the "Year of Marketing Integrity and Innovation," focusing on market rules, merchant interests, and consumer rights to enhance marketing transformation and execution capabilities [1] Group 1: Marketing Strategy - The company aims to achieve high-quality market activation and effective market share growth through a multi-dimensional approach involving channels, products, and mechanisms [1] - For 2025, the company has set the marketing guideline of "stabilizing prices, boosting sales, improving efficiency, and changing work style" [1] Group 2: Industry Context - In response to the deep adjustments in the liquor industry, the company is focused on consolidating its development certainty to address external uncertainties [1] - The short-term inventory reduction is expected to solidify the foundation for long-term development, with a stable recovery of mid-to-long-term profit levels anticipated [1]

Core Insights - Wuliangye reported a revenue of 89.175 billion yuan for 2024, a year-on-year increase of 7.09%, and a net profit of 31.853 billion yuan, up 5.44% year-on-year, marking ten consecutive years of steady growth in revenue and net profit [1] - The company achieved a record high gross margin of over 77% in 2024, reflecting its resilience in a challenging industry environment [5] - Wuliangye's marketing strategy for 2025 focuses on enhancing brand value and market share, with significant restructuring of its marketing system and channel innovations [9] Financial Performance - In Q1 2025, Wuliangye achieved a revenue of 36.94 billion yuan, a 6.05% increase year-on-year, and a net profit of 14.86 billion yuan, up 5.8% year-on-year [2] - For 2024, the main brand generated revenue of 67.875 billion yuan, an 8.07% increase, while the Wuliang fragrant series and other products contributed 15.251 billion yuan, up 11.79% [3] - The direct sales channel saw a revenue increase of 12.89%, reaching 34.389 billion yuan, with its share of total revenue exceeding 41% [3] Channel Development - Wuliangye expanded its distribution network significantly, adding 16,000 core terminals and enhancing its direct sales channel with new stores and upgraded outlets [4] - The company’s revenue from traditional channels grew by nearly 6%, with the eastern and southern regions being the main contributors [3] Strategic Initiatives - Wuliangye emphasized a balanced approach to volume and price, launching new products and enhancing its product matrix to maintain its leading position in the premium price segment [6] - The company’s marketing activities included participation in major events and collaborations with popular media, significantly increasing brand exposure [7] Management and Governance - Wuliangye's management team is undergoing a youth-oriented transformation, with new appointments aimed at enhancing cohesion and operational effectiveness [8] - The company plans to implement a deep transformation of its sales system to improve decision-making efficiency and market responsiveness [9] Shareholder Returns - Wuliangye announced a record dividend of 22.3 billion yuan for 2024, with a payout ratio increasing to 70%, reflecting its commitment to shareholder returns [11] - The company’s major shareholder plans to increase its stake by investing an additional 500 million to 1 billion yuan, signaling confidence in Wuliangye's investment value [12]

证券研究报告 | 公司点评报告 2024 年 12 月 19 日 签约客户可长按扫码阅读报告： 五粮液召开第二十八届 1218 共商共建共享大会，面对白酒产业的深度调整，公司 2025 年定位"营销执行提升年"，将经销商合理利润放在营销工作首位，目标制定 和经营节奏将充分结合经济环境、政策变化审慎决策。稳价战略坚定，战术动作灵 活，以推动品牌价值和市场份额双提升。 报告正文 直面行业调整，强化营销执行。 24年五粮液面对白酒产业深度调整的外部环境，围绕"抓动销、稳价格、提费效、转 作风"营销方针打好了形象提升、份额提升、市场拓展、提质增效、盈利提升五大攻坚战役。核心产品市场价格总体 稳定；1618、39度五粮液消费氛围浓厚；生肖龙酒等文创产品持续火热；浓香酒开瓶扫码同比均超过四成、宴席同 比均超过五成，表现出强劲势头。25年公司定位"营销执行提升年"，将经销商合理利润放在营销工作首位，在继续 优化渠道布局、加大消费市场培育、品牌宣传推广的基础上，着重强调行业责任担当，引领秩序治理和行业竞合发 展。 思路延续，推动品牌价值和市场份额双提升。 大会上总经理华涛提出，25年公司将在守好品质品牌之正的同时，更 加注重 ...