从万店竞赛到集体瘦身，标志着卤味行业告别规模至上的时代。 你多久没啃过鸭脖了？街边的卤味店越开越多，曾风光无限的"卤味三巨头"——绝味食品、周黑鸭、煌上煌，日子却越来越不好过。 近日，绝味食品因信披违规被冠上"ST"的帽子，并遭强制停牌。据披露，2017年至2021年间，公司未按规定确认加盟门店装修业务收入，导致年度报告 少计营业收入，少计金额占对应年度公开披露营业收入的比例分别为5.48%、3.79%、2.20%、2.39%、1.64%。 外界对绝味隐瞒收入的原因猜测不少，可以确定的是，该事件不仅暴露出公司内部控制的漏洞，也暴露出整个卤味行业的困局。 5年前，煌上煌提出"用五年时间开出1万家门店"，4年前周黑鸭也提出"万家规模"计划，而绝味食品更是早在2019年达成万店规模。 但在今年上半年，三巨头营收集体下滑，批量关店成了自救的统一手段。传统增长模式的失灵，是比"监管帽子"更致命的存在。 加盟和直营，都逃不过寒冬 这次让绝味食品陷入危机的加盟模式，曾是其迅速崛起的利器。 2005年，绝味食品创始人戴文军辞去医药公司市场部的经理职务，投身卤制品行业。此时，煌上煌与周黑鸭已初步实现连锁化、标准化，在各自省份拥 ...

Core Viewpoint - The company, known as the "Duck Neck King," has faced significant financial and operational challenges, leading to a decline in its stock price and market value due to financial misconduct and poor performance in the competitive market [3][5][10]. Financial Misconduct - The company was penalized by the China Securities Regulatory Commission (CSRC) for underreporting revenue by approximately 724 million yuan from 2017 to 2021, resulting in a fine of 4 million yuan [3][5]. - The investigation revealed that the company failed to recognize income from franchise store renovations, leading to a systematic underreporting of revenue across multiple years [5][7]. Performance Decline - In the first half of 2025, the company reported a revenue decline of 15.57% year-on-year, with net profit dropping by 40.71% [4][10]. - The total number of stores decreased from 14,969 at the end of 2023 to 10,725 by September 2024, indicating an average closure of about 10 stores per day over the past year [4][10][14]. Market Position and Strategy - The company has shifted its focus from aggressive expansion to optimizing store performance and franchise management in response to market saturation [14][15]. - Despite previous growth, the company has faced increased competition and declining profitability, prompting a reevaluation of its business model and marketing strategies [10][15][17]. Investment and Brand Strategy - The company has invested over 5 billion yuan in various brands since 2017, but these investments have resulted in significant losses, totaling over 370 million yuan from 2022 to 2024 [15][17]. - In an effort to rejuvenate its brand, the company appointed a new global ambassador and introduced new store formats, although the effectiveness of these strategies remains uncertain [17][18].

线下生意，越来越难做了。 今年，可谓是绝味食品的多事之秋。 今年年初，绝味鸭脖门店员工被发现违法使用伪造健康证明，被立案调查。 最近，绝味又被湖南省证监局发现，信息披露违法违规。 至于虚减的营收到底流向何方，又有何目的，我们不得而知。 9月22日绝味食品停牌，9月23日，绝味食品被实施风险警示，A股简称变更为"ST绝味"。 此后，绝味食品股价接连大跌，几次跌停。 作为曾经的"鸭脖茅"，疫情期间，绝味食品的股价曾在一年内飙涨3倍，市值达到650亿元。 但此后，绝味食品股价连续下跌，累计暴跌近90%，多次创下历史新低。 01 9月19日晚，复旦复华、思科瑞、绝味食品和创意信息4家上市公司均发布公告，因财务造假同日戴帽。 在这个卤味贵到越来越吃不起的时代，卤味龙头们，却混不下去了。 而这，也并不只是卤味行业的困境。 其中，绝味食品格外引人注目。 其他公司基本都是因为虚增利润而财务造假，而绝味食品却是虚减营收。 2017年至2021年期间，绝味食品未确认加盟门店装修业务收入，导致年度报告少计营业收入，占对应年度公 开披露营业收入的比例分别为5.48%、3.79%、2.20%、2.39%、1.64%。 这五年间，绝味食 ...

作者 | 远禾 数据支持 | 勾股大数 据（www.gogudata.com） 线下生意，越来越难做了。 今年，可谓是绝味食品的多事之秋。 今年年初，绝味鸭脖门店员工被发现违法使用伪造健康证明，被立案调查。 最近，绝味又被湖南省证监局发现， 信息披露违法违规 。 9 月 22 日 绝味食品 停牌， 9 月 23 日 ，绝味食品 被实施风险警示， A 股简称变更为" ST 绝 味"。 此后，绝味食品股价接连大跌，几次跌停。 作为曾经的 "鸭脖茅"， 疫情期间，绝味食品的股价曾在一年内飙涨 3 倍，市值达到 650 亿元。 但此后，绝味食品股价连续下跌，累计暴跌近 90% ，多次创下历史新低。 在这个卤味贵到越来越吃不起的时代，卤味龙头们，却混不下去了。 而这，也并不只是卤味行业的困境。 01 9 月 19 日晚，复旦复华、思科瑞、绝味食品和创意信息 4 家上市公司均发布公告，因财务造假同 日戴帽。 其中，绝味食品格外引人注目。 其他公司基本都是因为虚增利润而财务造假，而绝味食品却是虚减营收。 2017 年至 2021 年期间，绝味食品未确认加盟门店装修业务收入，导致年度报告少计营业收入，占 对应年度公开披露营业 ...

出品丨搜狐财经 作者丨柴鑫洋 编辑丨李文贤 "鸭脖大王"绝味食品，竟然因为"藏钱"被ST了！ 最近资本市场有个奇葩事：别的公司财务造假都是把收入做多，绝味食品却反其道而行——2017到2021 年间这五年间，公司通过隐瞒加盟门店装修业务收入，累计少计营收7.24亿元。结果被罚850万，股票 直接戴帽ST。 在少交税的同时，又能在未来骗过市场。 也有一种可能是，这笔资金用于加盟商管理中的非公开支出，如特殊地段装修补贴、隐性返利等，来维 持加盟体系稳定。 由于资金仅由少数高管掌控，并没有纳入内控体系，资金流向缺乏监管，不排除存在个人挪用或违规支 出的风险。 不过，这些都是猜测，具体原因还没有实锤。但有一点板上钉钉，就是财务造假。监管红线碰不得。 ST标识将使绝味食品面临融资渠道收窄、机构投资者减持、市场形象受损等多重挑战。 但其实，绝味的经营早已危机四伏。2025年上半年营收暴跌15%以上，净利润缩水40%以上，市值较高 峰期蒸发超过500亿。 绝味食品主要依靠加盟店销售休闲卤制品，但是它的加盟店正在持续减少，门店一年半净减少超5000 家。 其实不止绝味，整个卤味行业都面临增长困境。 公司本身被罚款400万，董 ...

Core Viewpoint - The article discusses the challenges faced by the braised food industry, highlighting a significant decline in sales and store numbers, leading to a competitive and cost-pressured environment for both small shop owners and major brands [5][11]. Group 1: Challenges Faced by Small Shop Owners - Small shop owners like Wang Lei are experiencing increased operational costs, with rent rising from 5,500 yuan to 8,000 yuan and monthly profits dropping to around 3,000 yuan [6][9]. - Consumer sensitivity to prices has heightened, leading to reduced foot traffic and sales, with daily revenues dropping to 800 yuan [7][9]. - The market is saturated with over 20 competing braised food shops within a 500-meter radius, intensifying competition and forcing some shops to offer discounts that franchise owners cannot match [9][10]. Group 2: Performance of Major Brands - Major brands like Juewei, Zhou Hei Ya, and Huang Shang Huang reported significant revenue declines in 2024, with Juewei's revenue down 13.84% to 6.257 billion yuan and net profit down 34.04% to 227 million yuan [7][8][13]. - Despite revenue drops, some brands managed to maintain or even increase profit margins through cost-cutting measures, with Huang Shang Huang's net profit increasing by 26.9% despite a revenue decline [14][15]. - The number of stores for these major brands has decreased significantly, with Juewei closing 5,112 stores (32% reduction) and Huang Shang Huang reducing its store count by nearly 30% [15][16]. Group 3: Pricing and Consumer Sentiment - The pricing strategy of major brands has led to consumer backlash, with products priced significantly higher than traditional food items, causing many to perceive them as overpriced [17][19]. - A survey indicated that 47.2% of consumers would reduce purchases if prices increased by over 10%, reflecting a shift in consumer behavior towards seeking better value [18][24]. - The perception of braised food as a luxury item rather than an affordable snack has emerged, with social media discussions highlighting the disconnect between price and consumer expectations [17][20]. Group 4: Industry Trends and Future Outlook - The braised food industry is undergoing structural adjustments, with rising costs, intense competition, and changing consumer preferences posing significant challenges [26][25]. - The article suggests that brands need to focus on improving cost-effectiveness and product diversity to meet evolving consumer demands, particularly in the context of online shopping trends [27][28]. - The future of the industry may depend on the ability of brands to redefine their relationship with consumers and adapt to a market that increasingly values affordability and quality [29].

Core Insights - The rapid expansion of the marinated food market is driven by rising living standards, changing consumer attitudes, and diverse dining experiences, with Ziyan Food Group emerging as a leading player in this sector [1] Strategic Leadership - Ziyan Food has implemented a dual strategy focusing on youth engagement and globalization, targeting younger consumers through tailored products and marketing strategies in university and corporate settings [2][3] - The company has successfully entered the North American market, establishing a presence in major Chinese supermarkets and opening stores in New York, while maintaining a balance between standardized production and localized operations [3] Quality Foundation - Ziyan Food emphasizes quality control and supply chain optimization, partnering with top suppliers to ensure stable and high-quality raw materials, and implementing strict quality checks at every production stage [4][5] - The company has invested in automated and digital upgrades in production and logistics, enhancing efficiency and product freshness through advanced monitoring technologies [5] Innovation Empowerment - Innovation is central to Ziyan Food's strategy, with a focus on product development and marketing, leading to the launch of new product lines that resonate with consumer preferences [7][8] - The company employs a comprehensive marketing approach, integrating online and offline strategies to enhance brand visibility and consumer engagement, while also supporting distributors through various initiatives [8] Overall Positioning - Ziyan Food is positioned as a forward-thinking leader in the marinated food industry, leveraging strategic planning, digital transformation, and continuous innovation to achieve its goal of becoming a global leader in marinated cuisine [8]

Core Viewpoint - The company, Juewei Foods, has been penalized for failing to recognize revenue from franchise store renovation, leading to understated annual reports from 2017 to 2021, resulting in a significant financial and reputational crisis [1][3][5]. Financial Violations - Juewei Foods did not include revenue from franchise store renovations in its financial statements from 2017 to 2021, leading to an understatement of revenue by approximately 724 million yuan [4][5]. - The revenue understatement represented 5.48%, 3.79%, 2.20%, 2.39%, and 1.64% of the reported annual revenue for the respective years [4]. Regulatory Actions - The company received an administrative penalty notice from the Hunan Securities Regulatory Bureau, resulting in a fine of 4 million yuan for the company and additional fines for key executives [5][11]. - Following the penalty, Juewei Foods' stock will be marked with a risk warning, changing its name to "ST Juewei" starting September 23, 2025 [1][5]. Operational Challenges - Juewei Foods is experiencing a significant decline in performance, with a 15.57% drop in revenue to 2.82 billion yuan in the first half of 2025 and a 40.71% decrease in net profit [7]. - The company has also seen a reduction in the number of operational stores, dropping from 15,950 at the end of 2023 to approximately 10,838 by September 3, 2025, indicating a closure of over 5,000 stores [8]. Industry Context - The broader snack food industry, particularly the marinated food sector, is facing intensified competition and a slowdown in market growth, with companies adopting aggressive pricing strategies to maintain market share [10][11]. - Consumer preferences are shifting towards healthier options, putting additional pressure on traditional marinated food products, which are often high in salt and oil [10]. Lessons for the Industry - The situation with Juewei Foods serves as a cautionary tale for the industry, emphasizing the importance of compliance and transparent financial practices to maintain investor trust and navigate competitive pressures [11][15]. - Companies in the marinated food sector must focus on operational integrity and adapt to changing consumer trends to ensure sustainable growth [15].

Core Viewpoint - The core asset of Juewei Foods may not be its duck neck products, but rather its over 15,000 franchise stores, which have been implicated in concealing renovation fees amounting to potentially billions over five years [4][10][20] Summary by Sections Financial Misconduct - Juewei Foods has been accused of not recognizing revenue from franchise store renovation fees from 2017 to 2021, leading to understated annual revenues by 5.48%, 3.79%, 2.20%, 2.39%, and 1.64% respectively [4][6][10] - The company’s financial director arranged for employees to use personal bank accounts for transactions, allowing significant renovation fees to remain outside the company's financial system [5][7][11] Regulatory Environment - Four companies, including Juewei Foods, received risk warnings for financial misconduct, marking a rare occurrence in the A-share market [6][7] - The regulatory response has become more stringent, with a zero-tolerance policy for any form of financial misrepresentation, whether it be inflating or concealing revenue [8][20] Business Model Challenges - The renovation fees represent a significant profit source in the franchise model, often exceeding franchise fees, with common practices involving inflated costs [10][12] - Juewei Foods' revenue from fresh products dropped by over 19% year-on-year, indicating a decline in franchisee engagement and overall business performance [13][14] Market Position and Investor Sentiment - Despite being the market leader with a revenue of 28.2 billion, Juewei Foods experienced the highest revenue decline among its peers, raising concerns about its competitive position [16][17] - Investors are divided on the potential for a turnaround, with some viewing the current situation as a buying opportunity due to the possibility of the company recovering from its ST status [15][17] Long-term Viability - The company faces structural issues such as a declining franchise system and deteriorating single-store profitability, which are more critical than the immediate regulatory penalties [20] - The ongoing challenges in the consumer market and increased competition suggest that Juewei Foods must address its business model to avoid further decline [18][19]

Core Insights - The three major brands in the marinated food industry, namely Juewei, Huangshanghuang, and Zhouheiya, have reported a decline in revenue for the first half of 2025, indicating a challenging market environment [2][3] Group 1: Revenue Performance - Juewei Foods achieved a revenue of 2.82 billion yuan, a year-on-year decrease of 15.57%, with a net profit of 175 million yuan, down 40.71% [2] - Huangshanghuang reported a revenue of 984 million yuan, a decline of 7.19%, but its net profit increased by 26.9% to 76.92 million yuan [2] - Zhouheiya's revenue was 1.22 billion yuan, down 2.9%, while its net profit surged by 228% to 108 million yuan [2] Group 2: Market Challenges - Juewei is facing growth slowdown due to market saturation after previously relying on a nationwide store network and diverse product lines [2] - Huangshanghuang is experiencing challenges from a reduction in store numbers and declining single-store revenue despite profit growth [2] - Zhouheiya has optimized its operations by closing inefficient stores, leading to a decrease in total revenue but an increase in average single-store sales and net profit [2] Group 3: Emerging Competitors - New brands such as Wang Xiaolu and others are gaining market share, leveraging innovative marketing and extending consumption scenarios [3] - The rise of "hot marinated" products is attracting consumers with fresh, made-to-order experiences, contrasting with traditional "cold marinated" offerings [3] Group 4: Strategic Responses - Juewei is focusing on expanding consumption scenarios and appealing to younger consumers through frequent new product launches [4] - Huangshanghuang is seeking growth through cross-industry expansion, including acquiring a stake in a freeze-dried food company [4] - Zhouheiya is enhancing operational efficiency and service across all time periods, aiming to create a conversion loop from content marketing to in-store visits [4] Group 5: Market Outlook - The marinated food industry in China is projected to grow at a compound annual growth rate of 5.93%, reaching a market size of 356.96 billion yuan by 2024 [4] - The competition in the marinated food market is intensifying, signaling a critical point for industry restructuring and growth opportunities [4]