Summary of Li Ziyuan's Conference Call Company Overview - **Company**: Li Ziyuan - **Industry**: Beverage Industry, specifically focusing on dairy and functional drinks Key Points and Arguments Sales Performance - Traditional channel sales, including supermarkets and small stores, have declined due to reduced foot traffic, while e-commerce and convenience store sales have shown growth, with e-commerce sales increasing by approximately 30%-40% in Q1 and Q2 [2][3] - Overall revenue is expected to decline in the first half of the year, consistent with Q1 performance [3] Profitability - The company has improved its gross margin by 3-4 percentage points year-on-year in Q1 through cost control and strategic raw material reserves [2][5] - Net profit is projected to increase by over 100% in the first half of the year, with Q1 net profit growth reaching 15%-16% [5] Product Development - Focus on optimizing the product structure of dairy beverages, with the introduction of a new vitamin water series featuring 0 fat, 0 calories, 0 colorants, and 0 additives [2][6] - The vitamin water series has generated approximately 15 million yuan in sales by the end of June, with a monthly sales target of around 10 million yuan [7][8] Market Strategy - Plans to adjust product offerings in traditional channels by introducing new flavors and specifications, particularly low-sugar options in the sweet milk category [10] - Strengthening partnerships with emerging channels such as snack stores, convenience systems, and vending machines to enhance distributor confidence and drive sales [10] Advertising and Cost Management - Increased investment in advertising, including celebrity endorsements, but overall spending will not significantly exceed last year's levels [4][11] - The company has locked in prices and quantities for bulk powder, expecting costs to be lower than last year's average, which will positively impact gross margins [13] Future Product Plans - Besides vitamin water, the company is developing a vitamin C series and whole grain beverages, with plans for online and offline promotional activities [14] - Emphasis on health and nutrition trends in future product development, aiming for simple ingredients that meet consumer demands for health [17] Competitive Landscape - The functional beverage market is large, with significant competition from brands like Dongpeng and Red Bull, but Li Ziyuan aims to target specific demographics such as students and white-collar workers [18][19] Seasonal Sales Strategy - Anticipates stronger sales in the third quarter due to warmer weather, which typically boosts beverage consumption [20] Strategic Investments - Recent investment in a spray powder factory in Yinchuan to expand the supply chain and control costs [22] Organizational Changes - Under new leadership, the company has undergone channel restructuring and organizational adjustments, focusing on emerging channels and younger management [16][23]