Core Viewpoint - The company Tianyoude Liquor (002646) is providing financial assistance of up to 7 million yuan to Shanxi Yizun Supply Chain Co., Ltd. to support the establishment of a yak hot pot and Tianyoude Qingke liquor experience store in Lanzhou, marking a shift in marketing strategy from channel-centric to user-centric [1][3]. Group 1: Financial Assistance Details - The financial assistance will be used exclusively for opening the experience store, with a repayment obligation guaranteed by all shareholders of Shanxi Yizun [1][2]. - The assistance has a term of up to 42 months, with an annual interest rate of 3%, requiring quarterly settlements and year-end reconciliations [1][2]. Group 2: Strategic Collaboration - The partnership aims to leverage Shanxi Yizun's experience in the hot pot industry to integrate Qingke liquor into consumer lifestyles, thereby reducing operational risks in the restaurant business for Tianyoude [3]. - Shanxi Yizun is expected to cooperate fully with Tianyoude in product display, promotion, and marketing efforts for two years after the store opens [2][3]. Group 3: Marketing Transformation - Tianyoude is transitioning its marketing strategy to focus on "county-level, international, youthful, and terminal" approaches, emphasizing scene creation and cultural integration [4]. - The company has established a corporate culture department to enhance product and brand expression [4].

Core Viewpoint - The white liquor industry is undergoing significant transformation, shifting from quantity to quality and from rapid growth to high-quality development, necessitating strategic adaptations from companies like Tianyoude [1][2] Group 1: Industry Trends - The white liquor market is experiencing a quality upgrade in consumer demand, moving towards a focus on cultural appreciation, value, and lifestyle [1] - The industry is transitioning from a rough production model to a more refined approach, emphasizing quality and brand strength [1] Group 2: Company Developments - Tianyoude Qingke Wine Co., Ltd. is strategically positioning itself to adapt to these industry changes while maintaining traditional values [1] - The company has received recognition as a "World Famous Wine Characteristic Production Area" and is focused on enhancing the quality and branding of Qingke wine [1] - A strategic cooperation agreement was signed with Shanxi Rainbow Group for the purchase of 100 tons of Tianyoude's sealed wine, highlighting the brand's market commitment and quality recognition [2]

Group 1: Company Branding and Market Positioning - The brand "Tianyoude" now accounts for over 50% of the company's proprietary Qingke liquor, leading to the name change to "Tianyoude Liquor" for consistency across branding and securities [3] - The company remains the largest producer of Qingke liquor, focusing on regional perceptions of Qingke and Qingke liquor for promotional strategies [3] Group 2: Market Expansion Strategies - The company is increasing its presence in markets outside Qinghai and Tibet, particularly in Gansu and Sichuan, by enhancing sales channels for products priced below 100 yuan [4] - New product development targets younger consumers, with recent launches including a 28-degree lemon Qingke liquor and a snow pear liquor to cater to diverse taste preferences [4] Group 3: Cost Management and Raw Material Sourcing - Fluctuations in raw material prices have been ongoing, but they do not significantly impact overall costs due to the low percentage of raw materials in total costs [5] - The company has established long-term agreements with farms to secure raw material supply and maintain market balance [5] Group 4: Product Sales Performance - Products priced above 100 yuan constitute approximately 50% of total sales, with a specific focus on the 500 yuan segment that has gained market recognition [6] - The company plans to invest 160 million yuan in expanding its winery in Tibet, leveraging tourism and unique cultural resources to enhance brand visibility [7][8] Group 5: Sales Channels and Profitability - The primary sales channels include direct sales and distribution, with online sales accounting for over 4% in 2024 [9] - In 2024, the company reported a revenue of 1,254.84 million yuan, a 3.69% increase, but a net profit decline of 52.96% to 42.14 million yuan due to increased market expenses and stock incentive plan impacts [10] - To improve profitability in 2025, the company is focusing on revenue growth and precise expense management, particularly in expanding lower-priced product channels [10] Group 6: Future Product Development - The company intends to maintain its focus on Qingke and explore new product lines such as fruit-flavored products and potentially Qingke champagne, responding to emerging consumer trends [11]

Core Viewpoint - The 11th Jinlongyu Waipo Village Small-pressed Rapeseed Oil Cauliflower Festival showcased the integration of local culture, cuisine, and craftsmanship, emphasizing the brand's innovative narrative of "food + wine" to break traditional marketing barriers [1][3][7]. Group 1: Event Highlights - The festival took place in the unique setting of Huzhu Tu Autonomous County, known for its rich ethnic culture and natural beauty, featuring a theme of "Searching for the Taste of Waipo Village, Inheriting the Northwest Banquet" [1][3]. - The event included performances of traditional dances and culinary demonstrations, highlighting the local Tu culture and the use of Waipo Village small-pressed rapeseed oil in regional dishes [3][5]. Group 2: Culinary Significance - The use of Waipo Village small-pressed rapeseed oil enhances the flavors of Northwest cuisine, particularly in dishes like Huanyuan pork, which benefits from the oil's ability to bring out the aroma of spices and improve the overall taste [5][7]. - The collaboration between Waipo Village small-pressed rapeseed oil and local Qingke wine brand Tianyoude emphasizes the cultural significance of pairing food with wine in Northwest dining traditions [7][8]. Group 3: Marketing and Outreach - The festival served as a launchpad for a promotional campaign, including the distribution of 180,000 bottles of Waipo Village small-pressed rapeseed oil in major cities to enhance brand visibility and consumer engagement [9][10]. - The brand aims to leverage social media influencers and live streaming to create immersive content that resonates with consumers, thereby driving both brand awareness and sales [9][10].

Fundraising Overview - The company raised a total of RMB 411,999,905.24 through a non-public stock issuance of 22,562,974 shares, with a net amount of RMB 404,971,004.16 after deducting issuance costs [2][3] - As of December 31, 2023, the cumulative amount used from the raised funds was RMB 172,965,729.28, leaving a balance of RMB 242,481,797.23 [3][4] Fund Usage and Management - In the reporting period, the company used RMB 74,038,828.66 from the raised funds, with a balance of RMB 171,503,968.81 remaining at the end of the period [4][5] - The company has established a strict management system for the raised funds, ensuring that they are used for designated purposes and are subject to rigorous approval processes [5][6] Changes in Fund Usage - The company decided to change the use of part of the raised funds, terminating the "Research and Testing Center for Qingke Liquor" project and reallocating RMB 35,399,000.00 to supplement working capital [7][18] Financial Performance - For the fiscal year 2024, the company reported total revenue of RMB 125,484.07 million and a net profit attributable to shareholders of RMB 4,213.53 million [41][46] Shareholder Returns - The company proposed a cash dividend of RMB 0.11 per share, amounting to a total distribution of RMB 5,302,032.71, which represents 50.33% of the net profit for the year [47][48] Corporate Governance - The company held its fifth board meeting on April 22, 2025, where various reports including the annual financial report and profit distribution proposal were approved [37][41][46]