行业点评报告 | 食品饮料 证券研究报告 行业评级 推荐（维持） 报告日期 2026 年 02 月 24 日 相关研究 【兴证食饮】餐饮链克危寻机，同时关 注食品春节备货-2026.01.21 【兴证食饮】保健品行业：赛道长青， 新消费重构增长逻辑-2026.01.12 分析师：沈昊 S0190525010006 shenhao@xyzq.com.cn 投资要点： 请阅读最后评级说明和重要声明 1/3 ⚫ 春节动销符合预期，高端突出，大众价格带表现稳健。根据渠道反馈，春节白酒动销普 遍下滑 10-20%，边际改善，整体表现符合此前预期。分区域看，经济基础、饮酒氛围 好的河南、四川、华东等市场反馈动销下滑约 10%左右，山东、安徽等市场下滑幅度约 20%。分场景看，受禁酒令影响商务宴请依旧承压，礼赠需求有所恢复，自饮及中低端 宴席需求相对稳健。春节期间，不同价格带动销表现有所分化，高端表现突出，i 茅台 上线普飞刺激需求，100-200 元大众价格带动销平稳，而次高端价格带承压较大、春节 期间动销下滑约 20%左右。 ⚫ 茅台市场化改革初步显效，基本面表现好于预期。茅台以消费者为中心，积极推进市场 化转型，强化 ...

行业整体动销下滑约10%、符合预期，#其中茅台及五粮液表现超预期，此外古井、迎驾、汾酒、剑南春、今世缘 表现相对较优，其余酒企仍处调整期，行业触底特征明显，头部酒企批价下行&库存压力继续提升的风险较小。 【建投食饮|杨骥】白酒春节总结：分化加剧&行业触底，强推超预期的茅台&五粮液（20260223） 白酒春节总结：#核心关键词为"分化"&"触底"、行业周期大底复苏第一阶段。 行业整体动销下滑约10%、符合预期，#其中茅台及五粮液表现超预期，此外古井、迎驾、汾酒、剑南春、今世缘 表现相对较优，其余酒企仍处调整期，行业触底特征明显，头部酒企批价下行&库存压力继续提升的风险较小。 【建投食饮|杨骥】白酒春节总结：分化加剧&行业触底，强推超预期的茅台&五粮液（20260223） 白酒春节总结：#核心关键词为"分化"&"触底"、行业周期大底复苏第一阶段。 #差异化认知：我们认为当前为行业十年周期大底复苏第一阶段，特征为"分化&触底"，具体看： ①品牌及价位分化加剧，茅台及五粮液春节超预期，其余多数酒企仍在调整：中高端大众价位较优、高端价位稳 健、次高端价位承压，其中茅台和五粮液表现超预期，#茅台在春节期间动销、出货、批 ...

Investment Rating - The industry is rated as "Outperform the Market" [4][19]. Core Insights - The liquor industry is entering a phase of rapid performance clearing, with demand expected to show weak recovery as policy pressures ease. The industry is currently at a low valuation, and pessimistic expectations are fully priced in. The direction of industry clearing is becoming clearer, and the bottom is increasingly defined. The control of volume and stable pricing is driving the recovery of wholesale prices, with recent acceleration in the price of mainstream products showing positive signals. Leading liquor companies are increasing dividend ratios, enhancing yield attractiveness. Long-term, it is recommended to focus on high-quality leading companies with strong performance certainty, particularly Guizhou Moutai, which has stable pricing and a solid competitive moat [3][4]. Summary by Sections Industry Performance - The food and beverage industry increased by 4.31% in the week of February 2-6, outperforming the Shanghai Composite Index, which decreased by 1.27%. Among 31 sub-industries, food and beverage ranked first [4][5]. - The sub-sectors within food and beverage, ranked by performance, are as follows: liquor (+5.29%), soft drinks (+4.71%), beer (+4.48%), seasoning and fermented products (+3.81%), dairy (+2.62%), snacks (+1.86%), pre-processed foods (+1.58%), meat products (+1.28%), baked goods (+0.61%), other alcoholic beverages (-0.44%), and health products (-1.36%) [4]. Guizhou Moutai Insights - Online sales data for i Moutai is impressive, with offline sales exceeding expectations, driving up wholesale prices. As of February 2, i Moutai reported over 15.31 million monthly active users, with 6.28 million new users and over 2.12 million orders, of which over 1.43 million were for mainstream products, accounting for about 67% [4]. - The establishment of direct sales channels for i Moutai has effectively shortened the distribution chain, reaching previously underserved C-end consumers, particularly in self-consumption and family consumption. This has systematically released suppressed C-end demand [4]. - The recent performance indicates that Moutai's market-oriented transformation strategy is receiving positive feedback from the market, with the direct sales channel and distribution system achieving initial collaborative success in customer segmentation and service functions [4].

Investment Rating - The report assigns an "Accumulate" rating for the liquor industry [5] Core Insights - The liquor industry is currently at the bottom of its cycle, with the "opening red" sales expected to remain under pressure year-on-year, while brand differentiation is evident. Positive feedback from high-end liquor is significantly boosting market confidence, and a shift in style and improved expectations may catalyze liquor stock prices [2][6] Summary by Sections Market Overview - The liquor market is experiencing a deep adjustment, with sales and revenue expected to decline throughout the year. However, there are signs of marginal improvement starting from Q4 2025, with high-end brands like Moutai and Wuliangye leading the market [6] High-End Liquor Performance - High-end liquor brands are showing resilience, with Moutai and Wuliangye implementing strategies to stabilize prices and enhance channel profits. Moutai's sales performance has improved, with significant user engagement and order volume [6][7] Stock Recommendations - The report recommends stocks with price elasticity, including Guizhou Moutai, Wuliangye, and Luzhou Laojiao, as well as other brands like Shanxi Fenjiu and Yingjia Gongjiu, which are expected to clear inventory [6][7] Future Outlook - The liquor industry is believed to be at the bottom of its current cycle, with potential catalysts for stock prices including improvements in sales, price increases, and inventory reduction. Positive signals from policy changes could further enhance market sentiment [6][7]

Group 1 - The liquor sector continues its rebound, with the China Securities Liquor Index achieving a four-day consecutive rise as of February 5 [1] - Individual stocks such as Huangtai Liquor increased nearly 6%, while Kweichow Moutai, Shede Liquor, and Gujing Gongjiu rose over 1%, with Kweichow Moutai reaching a nearly nine-month high since May 2025 [1] Group 2 - Kweichow Moutai's stock price rebounded sharply after a nine-day decline, rising 17.5% since January 29, outperforming 98.6% of other stocks during the same period [3] - On January 29, Kweichow Moutai surged 8.6%, with a trading volume of 26.3 billion yuan, marking the third-highest single-day increase since the "924" market [3] Group 3 - Kweichow Moutai's market capitalization reached 1.9 trillion yuan as of February 5, ranking third in the market, behind Agricultural Bank of China and Industrial and Commercial Bank of China [4] - The liquor sector saw an average increase of nearly 11.6% across 20 concept stocks over the past seven trading days, with a median increase of 10.1% [4] - Notable performers included Huangtai Liquor and Jinhui Liquor, with increases of 60.1% and 22.2%, respectively, and multiple trading halts [4] Group 4 - The average price of the liquor sector has risen to 127.07 yuan, reclaiming the top position in the Shenwan secondary sector rankings [4] - The wholesale price of Feitian Moutai has been steadily increasing, reaching 1,665 yuan per bottle on February 4, up 40 yuan from the previous day, and a total increase of 125 yuan over the past two weeks [4] - The price recovery reflects the effectiveness of Kweichow Moutai's market-oriented transformation, with the launch of the "i Moutai" platform alleviating channel inventory pressure and adjusting market expectations for high-end liquor demand [4]

Core Viewpoint - The food and beverage sector continues to show strong performance, with the Huabao Food and Beverage ETF (515710) experiencing a notable increase, reflecting positive market sentiment in this industry [1][9]. Market Performance - The Huabao Food and Beverage ETF opened with a rapid rise, achieving an intraday peak increase of 1.84%, and closing with a 1% gain [1][9]. - Among the constituent stocks, consumer goods led the gains, with Tianwei Food surging over 7% and Qianhe Flavor rising more than 6%. Major liquor brands also performed well, with Kweichow Moutai increasing nearly 2% and Wuliangye and Yanghe also showing slight gains [1][9]. Industry Insights - According to the Hurun Research Institute, Kweichow Moutai ranks second in brand value at 795 billion yuan, maintaining its position as the top Chinese brand. The top three liquor brands are Kweichow Moutai, Wuliangye, and Guojiao 1573, with a total of 30 liquor brands listed [2][12]. - Open-source securities indicate that the demand for Moutai remains strong despite increased supply, with traditional wholesale prices rebounding to over 1,600 yuan, signaling a potential bottom for the liquor sector [3][11]. - The food and beverage sector is currently at a low valuation, with the price-to-earnings ratio of the ETF's underlying index at 20.93, positioned at the 11.74% percentile over the past decade, highlighting attractive long-term investment opportunities [3][11]. Future Outlook - Aijian Securities suggests that the liquor industry is entering a phase of rapid performance recovery, with demand expected to gradually improve as policy pressures ease and consumption expands [4][12]. - The industry is anticipated to see clearer trends in performance recovery, with leading companies increasing dividend payouts, enhancing their attractiveness for investment [4][12]. - The Huabao Food and Beverage ETF is recommended for investors looking to gain exposure to core assets in the food and beverage sector, with approximately 60% of its portfolio allocated to leading high-end and mid-range liquor stocks [5][12].

Core Viewpoint - i Moutai has shown strong performance in January 2026, with significant user growth and sales volume, indicating a successful market strategy and operational adjustments [1][3]. Group 1: Operational Performance - In January 2026, i Moutai added 6.28 million new users, with monthly active users exceeding 15.31 million and total transactions surpassing 2.12 million [1]. - The core product, "Pu Fei," accounted for over 67% of total transactions, with estimated sales of approximately 5.72 million bottles and revenue contribution of about 7.6 billion [1]. - The sales forecast for the pre-Spring Festival period suggests a total sales volume of 3,562 tons, contributing around 10 billion in revenue, with expectations of a 30% year-on-year increase in "Pu Fei" sales [1][2]. Group 2: Strategic Reforms - i Moutai is undergoing significant reforms, including the cancellation of distribution models and a shift to consignment for high-value products, which is expected to accelerate inventory turnover [2][3]. - The company is focusing on high-value products while controlling inventory levels, leading to a rapid consumption of existing stock and a potential for double-digit growth during the Spring Festival [2]. Group 3: Market Outlook - The adjustments in the sales management team are expected to enhance operational effectiveness, with resilient demand for "Pu Fei" and low inventory levels for high-value products [4]. - The company maintains its earnings per share (EPS) forecasts for 2025-2027 at 72.44, 74.89, and 80.18 yuan, with a target price of 2,600 yuan and a "strong buy" rating [4].

Investment Rating - The industry investment rating is "Outperform the Market" [1] Core Viewpoints - The demand for Moutai during the Spring Festival exceeded expectations, leading to a rapid recovery in wholesale prices. The price of Moutai increased from 1610 RMB to 1710 RMB within two days, indicating a strong upward trend [3] - The industry is currently at a low valuation, with pessimistic expectations fully priced in. A weak recovery in demand is anticipated as policy pressures ease, and the industry is expected to undergo a clearer phase of performance improvement [2] - The report highlights that the white liquor sector is showing signs of recovery, with leading companies like Guizhou Moutai and Shanxi Fenjiu being recommended for their stable pricing and attractive dividend yields [2] Summary by Sections Industry Performance - The food and beverage industry increased by 1.56% in the week of January 26-30, outperforming the Shanghai Composite Index, which decreased by 0.44%. The white liquor sector led the gains with a 3.86% increase [3][8] - The report notes a significant divergence in performance among sub-sectors, with snacks and health products experiencing declines of 6.07% and 5.59%, respectively [3] Moutai's Market Dynamics - Moutai's management is pushing for market-oriented reforms, reducing the supply of non-standard products and eliminating bundled sales, which has alleviated pressure on distributors and reduced channel selling pressure [3] - The demand side is benefiting from concentrated gift-giving during the Spring Festival, alongside the expansion of the i Moutai channel, which allows consumers to purchase at fair prices, leading to sustained incremental demand [3] Fund Allocation Trends - The allocation of active equity funds in the food and beverage sector has decreased slightly to 4.1%, with a notable reduction in white liquor holdings. However, there is a marginal increase in allocations towards consumer goods, indicating a search for more certain and better-valued targets within the consumption sector [3]

Core Viewpoint - The liquor sector is experiencing a significant rebound, driven by positive changes in the real estate and domestic demand sectors, alongside the market-oriented reforms of Kweichow Moutai, which are stimulating incremental demand and price increases [5][6][7]. Group 1: Liquor Sector Performance - The liquor sector has seen a strong performance, with major stocks like Kweichow Moutai and Wuliangye both rising over 3%, and Shanxi Fenjiu increasing by over 2% [4]. - The consumption ETF (159928) has gained over 1.2%, with a trading volume of 400 million yuan and a net subscription of 40 million units, bringing its total size to over 22.7 billion yuan [1]. Group 2: Market and Policy Influences - The issuance of the "Accelerating the Cultivation of New Growth Points for Service Consumption Work Plan" aims to optimize service supply and enhance service consumption quality, providing strong support for high-quality economic development [3]. - The real estate sector is showing signs of recovery, with policies aimed at stabilizing market expectations and improving liquidity, which are beneficial for the liquor industry [5][6]. Group 3: Kweichow Moutai's Market Strategy - Kweichow Moutai's market-oriented reforms, initiated in December 2025, are expected to enhance product structure, pricing systems, and distribution networks, leading to increased demand and stable pricing [6]. - The recent price increase of over 1,600 yuan for Moutai's products indicates a successful strategy of exchanging price for volume, with expectations of a peak in sales around the Spring Festival [6][7]. Group 4: Investment Outlook - Analysts suggest that the liquor sector is at a historical low in terms of valuation, presenting strong bottom-fishing opportunities, especially with the anticipated recovery in demand and supportive policies [7][8]. - The consumption ETF, which includes major liquor stocks, is highlighted as a resilient investment option due to its strong demand characteristics and ability to navigate economic cycles [8].

Summary of Conference Call Records Company and Industry Overview - The conference call primarily discusses the performance and market dynamics of the Chinese liquor industry, focusing on major brands such as Moutai, Wuliangye, Luzhou Laojiao, and Fenjiu, particularly in the lead-up to the Spring Festival in 2026 [1][12][25]. Key Points and Arguments Moutai's Market Performance - Moutai has experienced strong demand leading up to the Spring Festival, with a sales progress expected to exceed 40% in Q1 2026. The company has implemented a controlled supply strategy, which has led to short-term price fluctuations [1][3][11]. - The price of Moutai's zodiac wine surged from 1,800 RMB to 3,000 RMB due to market speculation surrounding a misprint, with the new version expected to be priced between 2,700-2,800 RMB [1][6]. - Moutai's non-standard products have seen reduced pressure on distributors, as the company has decoupled the pricing of its flagship product from non-standard products, leading to clearer profit margins [4][5]. Wuliangye's Market Dynamics - Wuliangye's prices increased slightly from 760 RMB to 780-785 RMB, but sales volume has declined by approximately 3-4% compared to the previous year. The company aims for a 10% increase in annual sales volume, with Q1 payments expected to reach 50% of the annual target [12][27]. - The overall inventory for Wuliangye is lower than previous years, currently around 20 days, indicating a tighter supply situation [12]. Luzhou Laojiao and Fenjiu's Challenges - Luzhou Laojiao is facing poor payment collection despite stable pricing around 855 RMB. The brand struggles with sales due to competition from Wuliangye, which is priced lower [13]. - Fenjiu's sales have also slowed, with a projected payment collection rate of 35-40% in Q1, down from over 50% in previous years. The brand's inventory has decreased to about 20 days [14][15]. Market Trends and Consumer Behavior - High-end and sub-high-end liquor sales are expected to decline by 10-15% during the Spring Festival compared to the previous year, with brands like Yanghe and Jinshiyuan facing significant challenges in demand and competition [1][32]. - The 500-600 RMB price segment is identified as crucial for the liquor market, with brands needing to focus on brand building, channel stability, and profit margins to capture market share [2][36][37]. Strategic Adjustments and Future Outlook - Moutai plans to enhance marketing efforts for its series of wines to compensate for any potential shortfalls in sales before the Spring Festival [5]. - The overall market sentiment indicates a cautious optimism, with expectations that the first quarter will see stable pricing for Moutai around 1,500 RMB, with fluctuations of 100-200 RMB [23]. Additional Important Insights - The introduction of the "Ai Moutai" platform has raised concerns among traditional distributors about customer retention, although it may also attract new customers [10]. - The competitive landscape in the liquor market remains intense, particularly in the 200-400 RMB price range, where high-end brands are exerting downward pressure on prices [33][35]. This summary encapsulates the key insights from the conference call, highlighting the performance and strategic directions of major players in the Chinese liquor industry as they navigate the upcoming Spring Festival sales period.