本报记者 桂小笋 11月24日，位于天津市河西区平山道43号的实验剧场迎来了一场特殊的"实验"，天津力生制药股份有限 公司（以下简称"力生制药"）与天津北方演艺集团有限公司演艺传媒分公司联合出品的网络短剧在这里 举行了首映仪式。 "情绪价值与情绪消费对企业发展至关重要，为了找对方向，我们做了大量的功课。不仅研读相关学术 著作，寻找理论支撑，还安排党群工作部系统研究流行叙事的理论逻辑、市场基础与推广手法。"张平 告诉《证券日报》记者，经过反复论证，力生制药提出"以文化叙事促进中华老字号品牌传播"的课题。 对于合作的作品，张平表示，力生制药更关注长期文化影响力，而非短期传播热度与广告曝光效果。 在很多消费者心里，老字号、化学制药等词汇，自带距离感。力生制药党委书记、董事长张平在与《证 券日报》记者交流时表示，希望通过文化叙事，让更多人在想到力生制药时嘴角上扬，"觉得我们是柔 和的、松弛的，大家能一起'玩'起来。" 在文化叙事的整体规划方面，张平坦言，力生制药在企业文化建设层面有清晰方案，对外传播明确"以 文化趋势为核心、围绕既定课题推进"的方向，未来仍有许多版图待补齐。他透露，目前，力生制药正 与多家机构探讨合作 ...

Core Insights - The report emphasizes the transition of the cross-border logistics industry from "scale expansion" to "efficiency and value competition," highlighting the critical role of AI and digitalization in this transformation [1][26]. Industry Overview - The cross-border logistics market is projected to reach 2.79 trillion yuan by 2025, with cross-border e-commerce expected to exceed 18 trillion yuan, growing faster than overall foreign trade [1][38]. - The total number of enterprises in the industry is over 176,000, with a growth rate of 8.73% expected by 2025, indicating a slowdown in growth [1][43]. - 81% of enterprises are concentrated in coastal provinces such as Guangdong, Shanghai, and Shandong, with Guangdong leading [1][48]. Key Challenges - The industry faces challenges such as homogenized competition, increased compliance thresholds, and high costs, making the traditional "low-price competition" model unsustainable [2]. Customer Insights - Amazon sellers predominantly use FBA (65%), with a significant increase in self-ship sellers, particularly in North America and emerging markets like Brazil [3][58]. - Alibaba International sellers show strong demand in North and South America, with a notable increase in high-quality sellers [4][71]. - Traditional foreign trade sellers benefit from the "Belt and Road" initiative, with a significant increase in sea freight demand [5][79]. Core Trends - The industry is guided by six major trends: compliance and branding, high-value product demand, emerging platforms, supply chain localization, deep AI integration, and high average order value strategies [6][10][11][27]. - Compliance and brand recognition are becoming increasingly important, with over 40% of Amazon sellers being brand sellers [6][26]. - High-value categories such as home goods and beauty products are driving logistics upgrades [7][27]. - Emerging platforms like Temu and TikTok Shop are identified as new growth points, with Southeast Asia and Latin America showing significant potential [8][27]. - The demand for overseas warehouses is expected to reach 3,500 by 2025, covering an area of 45 million square meters [9][27]. - AI is enhancing customer acquisition efficiency by four times and reducing the onboarding cycle to three days [10][27]. Case Studies and Conclusion - Logistics companies utilizing AI tools have seen a fivefold increase in potential customers and an efficiency boost from 20% to 80% in customer acquisition [12]. - The future direction of the industry is towards a "fully visible supply chain + collaborative ecosystem + AI decision-making," with early adopters of digitalization gaining a competitive edge [12][26].

Core Viewpoint - The company remains optimistic about the advertising investment potential from daily consumer goods clients, which have shown strong growth momentum in recent years [1][2]. Group 1: Advertising Revenue and Client Segmentation - Daily consumer goods clients have contributed nearly 7.6 billion yuan in revenue for the company in 2024, accounting for approximately 62% of total revenue, the highest proportion in nearly a decade [1]. - Following daily consumer goods, the internet services, automotive, and entertainment sectors are the only other industries contributing over 5% to revenue, with internet services contributing 1.133 billion yuan, representing 9.24% of total revenue [1]. - The beverage sector holds the largest revenue share within daily consumer goods, followed by food, alcoholic beverages, cosmetics, and pharmaceuticals, all of which achieved double-digit growth in 2024 [1]. Group 2: Future Growth Drivers - The company identifies three main growth drivers for future profitability: 1. Increased urban coverage density through the expansion of quality resource points both domestically and internationally [2]. 2. Empowerment through AI and digital capabilities to enhance operational efficiency and customer service [2]. 3. Steady international expansion into emerging markets with localized operational models [2]. Group 3: Acquisition Strategy - The company announced a plan to acquire 100% of Chengdu New Trend Media Group for an estimated value of 8.3 billion yuan, which focuses on outdoor video and print advertising in middle-class communities, complementing the company's existing resources [2][3]. - The acquisition is expected to enhance the company's scale and service offerings, providing better coverage and reach for advertising clients [3]. - The company aims to drive growth through a dual strategy of deepening local market penetration while exploring international opportunities tailored to local market characteristics [3].

Group 1: Company Performance - In Q1 2025, the company achieved a revenue of 285,774.10 million CNY, a 4.70% increase year-on-year [6] - The net profit attributable to shareholders in Q1 2025 was 113,517.31 million CNY, reflecting a 9.14% year-on-year growth [6] - For the year 2024, the company reported a revenue of 12,262 million CNY, with a year-on-year growth of 3.01% and a net profit of approximately 51,550 million CNY, up 6.80% [8] Group 2: Strategic Initiatives - The company aims to enhance its media resource coverage density and structure through the expansion of quality resource points both domestically and internationally [7] - The integration of AI and digital capabilities is a focus, aiming to improve operational efficiency and customer service [7] - The company is pursuing a dual strategy of "local deepening + global expansion" over the next three to five years [3] Group 3: Market Position and Trends - The domestic advertising market saw a slight increase of 1.6% in 2024, while Q1 2025 experienced a minor decline of 0.4% [8] - The company maintains a strong operational resilience and platform value compared to industry averages [8] - Daily consumer goods remain the largest client segment, expected to continue driving revenue growth [3] Group 4: Shareholder Returns - Since returning to A-shares in 2015, the total amount of dividends and buybacks has reached approximately 32 billion CNY [4] - The company plans to enhance dividend frequency and maintain a focus on market dynamics and shareholder feedback [4] Group 5: International Expansion - The company has established a presence in key global regions, including South Korea, Thailand, Singapore, and others, with nearly 180,000 media devices overseas [2] - In 2024, the company achieved double-digit growth in both point scale and revenue in overseas markets [2]

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