Core Viewpoint - The report from Zhongtai Securities highlights the importance of freezer displays in driving instant consumption of soft drinks, emphasizing that product exposure and taste are key factors for consumers [1][3]. Group 1: Freezer Impact on Consumption - Freezer displays enhance instant consumption by improving product exposure and maintaining taste quality, leading to increased sales for brands like Nongfu Spring, which saw a rise in freezer numbers from 360,000 in 2019 to approximately 800,000 in 2022, correlating with significant revenue growth in ready-to-drink tea products [1][2]. - Dongpeng has also prioritized freezer investments, planning to increase its freezer count from 74,000 in 2022 to 300,000 by 2024, with projected sales revenue growth of 32.42% and 140.63% for 2023 and 2024, respectively [2]. Group 2: Inventory Management and New Product Launches - Freezer displays facilitate inventory pre-positioning, with an estimated inventory value of 200 million yuan for every 100,000 freezers, allowing traditional brands to quickly replenish stock and shorten supply chain response times [3]. - The strategic placement of new products in freezers helps avoid promotional pressure, enhancing their sales and survival rates through effective resource planning [3]. Group 3: Competitive Landscape and Brand Strategies - Leading brands like Nongfu Spring and Coca-Cola dominate core freezer locations in first- and second-tier cities, creating barriers for newer entrants [4]. - Nongfu Spring employs a strategy of using multi-door freezers to secure prime locations, allowing for a mix of its products and those of other brands, thereby enhancing channel profitability and brand loyalty [4]. Group 4: Accounting Practices for Freezer Investments - There are two main accounting methods for freezer costs: Nongfu Spring uses a depreciation model, while Dongpeng records these costs as current sales expenses [5][6]. - Nongfu Spring's depreciation and amortization expenses increased from 1.2% of total revenue in 2018 to 1.6% in 2019, alongside a rise in deposit income from 574 million yuan to 789 million yuan, a 37.46% increase [5]. Group 5: Investment Recommendations - The report suggests focusing on companies with early investments and substantial freezer inventories, such as Nongfu Spring and Master Kong, as well as Dongpeng, which has aggressively expanded its freezer presence with notable results [7].

Core Viewpoint - The article discusses the impact of public opinion on Nongfu Spring and its founder Zhong Shanshan, highlighting the company's resilience and strategic adjustments in response to a significant decline in bottled water sales due to negative media coverage [2][5][10]. Group 1: Financial Performance - In the first half of 2024, Nongfu Spring's bottled water revenue was 8.531 billion yuan, a year-on-year decline of 18.3%, with its revenue share dropping from 51% in the same period of 2023 to 38.5% [2]. - By the third quarter of 2024, Nongfu Spring's stock price rebounded, increasing over 100% since September 16, 2024, with a market capitalization exceeding 500 billion yuan [8][22]. - The company's tea beverage revenue reached 16.745 billion yuan in 2024, accounting for 39.04% of total revenue, surpassing bottled water for the first time [14]. Group 2: Market Position and Strategy - Despite the challenges, Nongfu Spring maintained its position as the leading brand in China's bottled water market, although competition has intensified in recent years [15]. - The company has initiated a strategic shift towards tea beverages, capitalizing on the market's growing demand for these products [12][14]. - Nongfu Spring is investing in water source projects across the country, with six new projects launched in 2024, emphasizing the importance of maintaining high-quality water sources [19][21]. Group 3: Brand and Reputation Management - Following the public relations crisis, Zhong Shanshan adopted a more open approach to communication, aiming to rebuild trust and transparency with stakeholders [4][5]. - The article notes that the negative media coverage inadvertently provided Nongfu Spring with an opportunity to enhance its brand image and product quality perception [13][23]. - Analysts from various securities firms have expressed optimism about Nongfu Spring's recovery and growth potential, citing its strong brand and competitive advantages [22].