2025 年 11 月 26 日 食品饮料 食饮年度投资策略：稳基调黎明将至， 抱主线向阳而生 白酒：周期底部渐明，关注左侧布局机会 当前板块处于低预期、低持仓、低估值状态，近两个季度白酒报表快 速出清，行业供需矛盾缓解，政商务消费已经大幅下降，居民消费有 望逐步复苏，行业基本面持续低于预期的尾部风险不大。复盘历史， 我们有理由相信经济周期和饮酒政策带来的波动是暂时的，白酒商业 模式仍然优异，一旦经济预期有所好转，板块估值有望快速修复。展 望 2026 年，"反内卷"等政策下通胀有望温和回升，有利于白酒行业 逐步企稳复苏，建议加大对白酒板块关注，标的上以茅五泸汾为主。 啤酒：中高端大单品势能延续，成本维持低位 啤酒板块 26 年仍将以结构性行情为主，其中具备大单品成长逻辑的 啤酒公司、受益竞争对手调整的公司相对更加具备投资机会。整体啤 酒板块公司的盈利水平仍处于向上提升趋势中，主要驱动力来源于 8-10 元价格带产品的扩容以及各家精益管理后费效比的提升。 乳制品：布局 26 年原奶周期反转，关注乳制品产业链报表利润 弹性 从需求端看，25 年乳制品品类表现分化，常温液奶拖累乳制品整体 需求，低温鲜奶、奶酪等品 ...

Core Insights - The leading companies in the mass-market segment are stabilizing, while the liquor industry is experiencing accelerated pressure release, reinforcing market share logic [4][10][19] - The food and beverage industry is expected to show stable overall volume with structural differentiation by 2025, with Q1/Q2/Q3 revenues growing by +2.5%/+2.4%/-4.77% year-on-year, and net profits declining by +0.3%/-2.1%/-14.6% [4][12] - The liquor sector is entering an adjustment phase, with a consensus on deceleration in 2024, as most companies face declining performance in Q3 [4][19][39] Liquor Sector - In Q3 2025, the liquor sector's revenue and net profit declines are widening, with total revenue of 3,202 billion yuan, down 5.8% year-on-year, and net profit of 1,126 billion yuan, down 6.9% year-on-year [19][35] - The Q3 revenue for the liquor sector dropped to 787.2 billion yuan, a year-on-year decline of 18.4%, with net profit at 280.1 billion yuan, down 22.2% [19][39] - Major liquor companies are experiencing cash flow pressures, with a significant drop in sales receipts, indicating a slowdown in operational pace [40] Mass-Market Segment - The mass-market segment is benefiting from proactive inventory reduction and macro policy support, leading to improved operations for leading companies in 2025 [4][12] - Specific high-demand categories such as sugar-free tea, functional beverages, and bulk snacks are showing strong growth, with leading companies like Nongfu Spring and Dongpeng Beverage achieving significant revenue increases [4][12] - The snack sector reported a Q3 revenue growth of 22.4% year-on-year, despite rising costs from raw materials [4][12] Investment Recommendations - The report suggests focusing on liquor and restaurant supply chains, particularly companies like Kweichow Moutai, Luzhou Laojiao, and Shanxi Fenjiu, which are expected to benefit from policy sensitivity [4][12] - Stronger companies in the mass-market segment, such as Nongfu Spring and Yanjing Beer, are also recommended for investment due to their robust performance [4][12] Financial Performance - The Q3 2025 financial performance of major liquor companies shows a significant decline in net profit margins, with only Kweichow Moutai recording a slight improvement in net profit margin due to better gross margin management [35][39] - The overall gross margin for the liquor sector has decreased, reflecting intensified competition and a shift in product mix towards lower-priced offerings [31][33]

Core Insights - The consumer market in 2025 is experiencing a significant downturn, with previously popular products like Pian Zai Huang and Moutai facing severe declines in both sales and market perception [1][10] - The decline of these products reflects a broader shift in consumer behavior, particularly among younger generations who are less interested in traditional high-priced items [10][15] Company Performance - Pian Zai Huang reported a revenue of 7.442 billion yuan, a year-on-year decrease of 11.93%, and a net profit of 2.129 billion yuan, down 20.74% [3] - The stock price of Pian Zai Huang plummeted from a peak of 473 yuan in 2021 to 181 yuan, representing a decline of over 60% and a market capitalization loss of nearly 200 billion yuan [3] - Moutai's wholesale price for its 53-degree Flying Moutai has dropped to below 1,700 yuan, nearly halving from its peak of 3,000 yuan [7] Market Dynamics - The market for Pian Zai Huang has seen a drastic reduction in resale value, with prices dropping from 1,600 yuan to 500 yuan, indicating a significant loss of consumer interest [3][5] - The white liquor industry, including Moutai, is facing an oversupply issue, with 400 million tons of inventory and a drastic reduction in production from 2016 to the present [7][10] - Young consumers are shifting their spending away from traditional products like Moutai and Pian Zai Huang towards modern alternatives such as trendy beverages and gaming [10][12] Innovation and Adaptation - Both Pian Zai Huang and Moutai have shown a lack of innovation, with Pian Zai Huang's R&D expenditure below 3%, and Moutai relying heavily on its brand without introducing new products [13][15] - The failure to adapt to changing consumer preferences has led to a decline in market relevance for both companies, as younger consumers reject the traditional marketing tactics that once worked [10][15] Conclusion - The decline of Pian Zai Huang and Moutai is indicative of a larger trend where traditional high-value products are losing their appeal in a rapidly changing market [15] - The shift in consumer behavior, particularly among younger generations, suggests that companies must innovate and align with modern consumer values to survive [10][15]

Core Points - The event themed "Classic National Goods, Trendy Products Renewed" showcases over 100 time-honored brands and specialty products from 19 provinces and regions in China, running from September 25 to September 28 [1][3] - The exhibition area exceeds 3,000 square meters, featuring innovations in food and beverages, traditional Chinese medicine, and arts and crafts, allowing visitors to experience regional specialties [3] - The event includes a special "Old Brand Dopamine Zone" themed around the 24 solar terms, highlighting the fusion of traditional craftsmanship with modern life [3][4] Industry Insights - Nearly 80% of the participating companies are time-honored brands, including 29 national and 40 local brands, indicating a vibrant innovation and development within the old brand sector [3] - The event is part of Beijing's efforts to establish itself as an international consumption center, utilizing a dual approach of "exhibition + market" to modernize the image of old brands [4] - The East District's Business Bureau reports significant enhancement in brand value since the implementation of a three-year action plan for time-honored brands in 2023, through platform building and environmental optimization [3]

Core Insights - The report highlights the performance pressure in the liquor industry, particularly in the first half of 2025, with a focus on the upcoming festive season as a potential opportunity for investment [1][2][3] Performance Summary - In the first half of 2025, the liquor industry experienced a revenue decline of 0.8% year-on-year, totaling 241.42 billion yuan, with the second quarter seeing a more significant drop of 4.9% to 88.06 billion yuan due to policy impacts [9][10] - High-end liquor maintained growth with a revenue increase of 6.2% in the first half and 3.4% in the second quarter, while mid-tier and regional brands faced substantial declines, with some experiencing drops as severe as 31.1% [10][12] - The overall net profit for the liquor industry decreased by 1.18% in the first half and 7.5% in the second quarter, indicating a challenging environment for profitability [20][28] Short-term Strategy - The report suggests focusing on the upcoming festive season, with expectations of improved sales performance despite ongoing pressures [2][3] - It emphasizes the need for liquor companies to balance market share and structural upgrades while managing pricing and sales dynamics [2][3] Long-term Outlook - The liquor index shows a strong correlation with the Producer Price Index (PPI), with a potential turning point noted in August 2025, which could signal a recovery phase for the industry [2][3] - The report indicates that the liquor sector possesses high return on equity (ROE) and dividend characteristics, with valuations currently positioned in the mid-to-lower range of the industry [2][3] Investment Recommendations - The report recommends focusing on brands that are expected to perform well during the festive season, including high-end brands like Guizhou Moutai and Shanxi Fenjiu, as well as mid-tier brands like Zhenjiu Lidong and Luzhou Laojiao [3][4] - It suggests that the current market conditions may present a buying opportunity as the industry approaches a potential bottom in performance expectations [3][4]

Core Viewpoint - Luzhou Laojiao's stock price increased by 2.24% on July 30, closing at 127.09 yuan, with a trading volume of 132,828 hands and a transaction amount of 1.684 billion yuan [1] Company Overview - Luzhou Laojiao operates in the liquor industry, primarily engaged in the production and sales of alcoholic beverages. The company was established in May 1995 with a registered capital of approximately 1.47 billion yuan, and it owns the brands Guojiao 1573 and Luzhou Laojiao [1] Recent Developments - Luzhou Laojiao Group has jointly invested approximately 140 million yuan with several institutions to establish Jinxiangyuan Dushi No. 4 (Shenzhen) Investment Partnership [1] - On July 29, the company was listed as an executed party with an execution target of over 140,000 yuan [1] Financial Performance - For the year 2024, Luzhou Laojiao reported an operating income of 31.196 billion yuan, representing a year-on-year growth of 3.19%. The net profit attributable to shareholders was 13.473 billion yuan, with a year-on-year increase of 1.71% [1]

Core Viewpoint - The rise of live e-commerce has transformed the way consumers purchase Chinese liquor, particularly baijiu, enhancing the shopping experience through interactive and informative platforms [2][4]. Group 1: Background and Market Trends - Baijiu, as a traditional Chinese liquor, has rich cultural connotations and regional characteristics, with sales increasingly shifting online due to consumer upgrades and changing shopping habits [2]. - Live e-commerce has emerged as a significant platform for baijiu sales, leveraging its strong interactivity and diverse scenarios to engage consumers [2]. Group 2: Application Scenarios - **Baijiu Tasting Experience**: Sellers can enhance consumer trust and purchase desire by showcasing baijiu's appearance, aroma, brewing process, and storage conditions during live streams [4]. - **Educational Content**: Live sessions can include professional explanations about baijiu classification, tasting techniques, and cultural background, helping consumers appreciate the liquor's quality and heritage [5][6]. - **Scenario-Based Recommendations**: Different types of baijiu can be recommended for various occasions, such as family gatherings, gift-giving, and dining pairings, making the purchasing process more relatable [8][10]. Group 3: Interactive Promotions and Customer Engagement - Live e-commerce allows for interactive promotional strategies, such as limited-time discounts, interactive lotteries, and tasting experiences, to stimulate consumer interest [12][14]. - Sellers can guide consumers to understand brand stories and brewing processes, enhancing product recognition and driving sales [17]. Group 4: After-Sales Service and Customer Feedback - The live selling process also focuses on building customer relationships through effective after-sales service and feedback collection, which can enhance customer loyalty [18]. - Providing post-purchase consultations and encouraging user reviews can help improve future sales strategies [19][20]. Group 5: Considerations for Live Selling - Content should be professional yet accessible to ensure that average consumers can understand baijiu-related knowledge [21]. - Authentic product representation is crucial, avoiding exaggerated claims about baijiu's characteristics [22]. - Genuine interaction with participants is essential to foster a positive experience [23]. - Compliance with legal regulations is necessary to prevent false advertising [24]. In summary, the application of baijiu in live e-commerce is diverse, ranging from professional explanations to scenario simulations, interactive promotions, and after-sales services, all aimed at enhancing the consumer purchasing experience and establishing a trustworthy shopping environment [24].

Group 1: Automotive Industry - The humanoid robot industry is evolving from product definition to functional realization and commercialization, focusing on software and hardware upgrades and their integration [3][7] - New cycloidal reducers are expected to become a new iteration direction for humanoid robots, offering higher precision and load capacity compared to existing planetary and harmonic reducers [8][9] - The market for new cycloidal reducers in humanoid robots is projected to exceed 14 billion RMB by 2030, driven by advancements in structure, materials, and components [9] Group 2: Chemical Industry - The oil and gas sector is experiencing price fluctuations due to geopolitical tensions and OPEC+ decisions, with Brent crude oil averaging $69.9 per barrel in June 2025, up 5.9 from the previous month [21][22] - The agricultural chemical sector is seeing rising prices for potassium fertilizers and glyphosate, with domestic potassium chloride prices expected to increase by approximately 100 RMB per ton in July 2025 [24][27] - The supply of chlorantraniliprole (Kangkuan) is restricted due to production incidents, leading to price increases in the market [27] Group 3: Real Estate Industry - The real estate market is in a downward trend, with a projected sales decline of 5.8% and a construction drop of 26% for 2025 if no new policies are introduced [18][19] - Companies with strong land reserves and product quality are expected to stand out during the market downturn, with recommendations for firms like China Jinmao and China Resources Land [20] Group 4: Media and Entertainment Industry - The media sector is benefiting from a strong performance in the gaming market, with a 10% year-on-year revenue growth in May 2025 [32] - The release of new films and series during the summer season is anticipated to drive further engagement and revenue, with significant viewership for top series [33] - AI applications in gaming and media are rapidly advancing, with major companies releasing new tools and models to enhance user interaction and content creation [34][36]

Investment Rating - The investment rating for the industry is "Outperform the Market" [5][6]. Core Views - The report highlights that the liquor sector, particularly Moutai, is stabilizing in price, and attention should be paid to the second-quarter performance of the sector [3][12]. - The food and beverage sector saw a slight increase of 0.74% this week, underperforming the Shanghai Composite Index by 0.67 percentage points [2][22]. - The report emphasizes the importance of consumer demand and market health, with companies focusing on destocking and promoting sales in the short term while nurturing consumer engagement and internationalization in the long term [14][21]. Summary by Sections Liquor Sector - Moutai's stock buyback reached 3.3821 million shares, accounting for 0.27% of total shares, with a total expenditure of 5.202 billion yuan [3][12]. - The liquor index increased by 1.2%, indicating a potential valuation recovery driven by incremental policies [14]. - Recommended stocks include Moutai, Shanxi Fenjiu, and Wuliangye, which have demonstrated resilience through multiple cycles [14][21]. Consumer Goods - The report notes that the recent warm weather is favorable for beer consumption, with expectations for slight sales growth among major beer brands [15]. - The snack sector is experiencing a trend of differentiation, with recommendations for companies that are innovating in products and channels [16][17]. - The report suggests focusing on leading companies in the seasoning industry, such as Yihai International and Haitian Flavoring, as they show resilience [18]. Frozen Foods - The frozen food sector is stable, with companies actively developing new products despite the off-season [19]. - Anji Food's recent IPO on the Hong Kong Stock Exchange raised 2.302 billion HKD, which will be used to enhance sales networks and optimize supply chains [19]. Dairy Products - The dairy sector is expected to see a gradual recovery in demand, with supply pressures easing and potential policy catalysts on the horizon [20]. - The report recommends focusing on leading dairy companies that are well-positioned for upward elasticity in 2025 [20]. Beverages - The beverage industry is entering a peak season, with expectations for continued growth in segments like sugar-free tea and energy drinks [21]. - The report recommends East Peak Beverage, which is accelerating its national and platform expansion [21].

Group 1 - Luzhou Laojiao Co., Ltd. is engaged in the production and sales of liquor, primarily focusing on high-end liquor products such as "Guojiao 1573" and "Luzhou Laojiao" [5][10] - The company reported a revenue of 31.196 billion yuan in 2024, representing a year-on-year growth of 3.19%, and a net profit of 13.473 billion yuan, up 1.71% from the previous year [5][9] - The company has a registered capital of 1.471 billion yuan and operates in the liquor, beverage, and refined tea manufacturing industry [4][5] Group 2 - The company issued bonds "19 Laojiao 01" and "20 Laojiao 01" with a total fundraising of 4 billion yuan, which has been used for approved projects without any misappropriation [10][11] - The bond "20 Laojiao 01" has a total issuance scale of 1.5 billion yuan with a fixed interest rate of 3.50% [2][3] - The company maintains a good credit status with a total credit line of 41.51 billion yuan from various banks, of which 18.60 billion yuan has been utilized [20][21] Group 3 - The company has implemented a series of measures to ensure timely and full repayment of bond principal and interest, including establishing a special account for bond funds [12][13] - The company has not set up any credit enhancement mechanisms for the bonds, but has established effective debt repayment measures [12][22] - The company has conducted regular disclosures and held bondholder meetings, although some meetings did not reach the required quorum for decision-making [16][22]