泸州老窖 20250923 摘要 受中秋国庆连假旅游倾向及禁酒令影响，预计 2025 年双节白酒动销或 不及去年，下半年白酒行业整体仍面临挑战，消费需求复苏缓慢。 泸州老窖经销商备货谨慎，公司坚持控价策略，维持品牌影响力和渠道 利润空间，库存保持良性可控，避免短期降价促销。 泸州老窖将以国窖 1,573 为重心，资源倾斜至中档和大众产品，推进 "终端大基建"战略，扩大乡镇县域市场覆盖，提升有效终端至 110 万 家。 低度白酒占比提升，国窖 1,573 高低度比例接近五五开，公司顺应低度 化趋势，推广低度产品，满足消费者多元需求，不设定特定营收目标。 面对五粮液批价下跌，泸州老窖短期内坚持稳价策略，旨在提升品牌影 响力，缩小与五粮液的价格差距，伺机实现价格反超。 公司已启动 2025 年营收规划，但受行业深度调整影响，需深入研究市 场并与相关部门沟通，暂未确定 155 亿营收目标。 中档产品如老字号特曲和特曲 60 版表现稳定，上半年实现个位数增长， 宴席市场表现良好，下半年将加强推广和导入，尤其在主销区和宴席市 场。 Q&A 今年（2025 年）双节临近，白酒行业的市场动态如何？泸州老窖对未来的展 望是什么 ...

Group 1 - The core viewpoint is that the Chinese liquor industry is undergoing a new adjustment cycle, characterized by a trend of "reduced quantity and increased quality" [1][2] - The transformation in liquor consumption is reflected in four aspects: a shift from "quantity satisfaction" to "quality pursuit," with consumers focusing more on the actual value and brand connotation of products; a change in consumer demand, particularly among younger demographics who prefer personalized experiences [1] - The company is focusing on several key marketing strategies: enhancing market cultivation, promoting product innovation, and adapting to the demand for lower-alcohol, healthier, and diversified products [1][2] Group 2 - The company is consolidating its core product offerings by reallocating resources towards popular products like Tequ 60, Tequ, and Touqu, while also entering the high-growth light bottle liquor segment [2] - The company is transforming its channels by deepening its digital marketing system, improving the precision of marketing expenditures, and building an integrated online and offline sales platform [2][3] - The overall trend of value increase in the liquor industry remains unchanged, with a strong cultural confidence in Chinese liquor and a sustained emotional demand from consumers [2] Group 3 - The company aims to maintain a reasonable expense ratio while continuing to invest in brand building and consumer engagement [3] - The company's board has set a 2025 operational goal of "seeking progress while maintaining stability," which will be influenced by various external factors [3] - The company plans to continue its "2358+100" regional strategy to strengthen its market presence and expand its advantages in core markets [3]

Group 1: Industry Outlook - The Chinese liquor industry is undergoing a new adjustment cycle, shifting from "capacity expansion" to "quality improvement, brand influence, cultural expression, and value creation" [2] - Consumer preferences are changing from "quantity satisfaction" to "quality pursuit," with a focus on product value and brand connotation [2] - The younger consumer demographic prefers personalized, lower-alcohol, and self-indulgent liquor options [2] - The consumption scenario is evolving, with a decline in government consumption and a stable growth in self-drinking scenarios [2] Group 2: Company Strategies - The company is focusing on market cultivation, particularly in lower-tier markets, to transform opportunities into sustainable growth [3] - Continuous product innovation is a priority, with plans to promote lower-alcohol products and introduce new offerings like the 28° Guojiao 1573 [3] - The company is reinforcing its core product lines, shifting resources towards popular products to maintain its market position [3] - A channel transformation strategy is in place, enhancing digital marketing and building a comprehensive online and offline sales network [3] Group 3: Financial and Operational Goals - The company aims for a "steady progress" operational goal for 2025, influenced by market conditions and competition [3] - Marketing expenses will be optimized for brand building and consumer engagement, maintaining a reasonable expense ratio [3] Group 4: Market Performance - Key markets such as Sichuan, North China, and East China are performing steadily, with East China showing better results [3] - The company will continue to implement its "2358+100" regional strategy to strengthen its market presence [3]

Core Viewpoint - The liquor industry is undergoing a significant transformation amid economic adjustments and evolving consumer demands, with Luzhou Laojiao demonstrating strong resilience and growth potential through proactive strategies focused on high-end, low-alcohol, youth-oriented, and scenario-based innovations [1][9]. Group 1: High-End Strategy - Luzhou Laojiao's revenue for the first half of 2025 reached 16.454 billion yuan, with a net profit of 7.663 billion yuan, despite an overall industry adjustment [1]. - The company maintains a strong focus on high-end products, with mid-to-high-end liquor sales reaching 15.048 billion yuan, accounting for over 90% of total revenue [3]. - The high-end strategy is seen as a long-term brand value choice, providing a natural moat against market fluctuations and ensuring stable cash flow [3][5]. Group 2: Product Structure and Market Position - Luzhou Laojiao has established a "pyramid" product structure, balancing high-end and mid-range products, which enhances overall market share and risk resilience [5]. - The company has successfully captured the core price segments of the mass market with mid-range products, reinforcing its competitive position [5][8]. Group 3: Low-Alcohol and Youth-Oriented Innovations - The company has proactively positioned itself in the low-alcohol segment, with its 38-degree Guojiao 1573 becoming the first low-alcohol liquor to exceed 10 billion yuan in sales [6]. - Luzhou Laojiao's low-alcohol strategy is supported by its strong technical capabilities, with the recent development of a 28-degree Guojiao 1573 product [6][8]. - The company is effectively targeting younger consumers and women by promoting low-alcohol products that align with modern drinking preferences [6][8]. Group 4: Innovative Marketing and Consumer Engagement - Luzhou Laojiao has seen a 28% year-on-year growth in revenue from emerging channels, significantly outpacing traditional channels, due to investments in digital marketing and scenario-based engagement [9]. - The company is redefining consumption scenarios by integrating its products into modern lifestyles through events and cultural experiences, moving beyond traditional perceptions of liquor consumption [9][11]. - Initiatives like the "Jiao Master Festival" have successfully expanded drinking contexts to include social gatherings and outdoor activities, enhancing brand relevance among younger consumers [11].

Core Viewpoint - The liquor industry is undergoing a significant transformation amid economic adjustments and evolving consumer demands, with Luzhou Laojiao demonstrating strong resilience and growth potential through proactive strategies focused on high-end, low-alcohol, youth-oriented, and scenario-based innovations [1][16]. Group 1: High-End Strategy - Since the end of 2024, the liquor industry's growth model has shifted, emphasizing growth quality over mere revenue increases, with Luzhou Laojiao's mid-to-high-end liquor revenue reaching 150.48 billion yuan, accounting for over 90% of total revenue [3][4]. - The management's deep market insights have led to a strategic focus on high-end products, which serve as a natural moat against economic fluctuations, providing stable cash flow and a loyal high-net-worth customer base [3][4]. - Luzhou Laojiao's high-end strategy is not limited to individual products but is a comprehensive system involving "dual brands, three product lines, and major products," ensuring a robust market presence during industry adjustments [4][6]. Group 2: Low-Alcohol and Youth-Oriented Innovations - Luzhou Laojiao has proactively positioned itself in the low-alcohol segment, with its 38-degree Guojiao 1573 becoming the first low-alcohol liquor to exceed 10 billion yuan in sales, indicating strong market acceptance [8][9]. - The company has successfully developed a 28-degree Guojiao 1573, showcasing its commitment to systematic innovation in low-alcohol products, which cater to the preferences of younger consumers and women seeking lighter drinking options [9][11]. - The rise of younger consumers, particularly those born between 1985 and 1994, is reshaping the liquor consumption landscape, with Luzhou Laojiao leveraging its technical expertise to meet the demand for high-quality low-alcohol products [11][12]. Group 3: Innovation and Market Engagement - Luzhou Laojiao's innovation extends beyond products to include marketing strategies that create engaging consumer experiences, with new channel revenues growing by 28% year-on-year, significantly outpacing traditional channels [13][15]. - The company has embraced brand IP operations to connect with younger demographics, integrating liquor consumption into modern lifestyles through events and experiences that break traditional perceptions of liquor [15][16]. - Initiatives like the "Jiao Master Festival" blend online and offline interactions, expanding drinking scenarios to include casual gatherings and outdoor activities, thus enhancing brand relevance in contemporary culture [15][16].

Core Insights - The "Taste of China" initiative launched by Juyuan Star Map and Douyin E-commerce focuses on "source of original flavor" to enhance brand recognition in the food and beverage industry during the Dragon Boat Festival [1][12] Group 1: Project Highlights - Trend Leadership: Top influencers emphasize "source of original flavor" through three directions: quality ingredients, cultural outreach, and scene upgrades [3] - Authoritative Endorsement: Central media's deep involvement, including the production of brand source micro-documentaries, enhances brand quality recognition [3] - Business Empowerment: The initiative includes IP-themed live broadcasts and search betting, effectively helping merchants seize opportunities and accelerate conversion [4] Group 2: Case Studies - Shede: Cultural Source, Record-breaking Live Broadcast - Core Strategy: Focus on "the beauty of cultural origins" with the hashtag PursuingTheBeautyOfOrigins, engaging multiple influencers and inviting the president to collaborate with a national gift master [4] - Remarkable Results: The official live broadcast room set a historical record for GMV, achieving effective cultural dissemination [4] - Luzhou Laojiao: Nostalgic Resonance Driving New Growth - Core Strategy: The hashtag SpecialEdition60 inherits memories of the era, leveraging the Dragon Boat Festival's popularity for the online launch of a scarce product [7] - Remarkable Results: Significant growth in the A3 demographic, with average video exposure increasing and GMV surging over 145% [7] - Jinlongyu Waipo Village Cold-Pressed Rapeseed Oil: Freshly Pressed Seasonal, Reshaping Mindset - Core Strategy: Capturing the rapeseed harvest season with the hashtag WaipoVillageColdPressedRapeseedOil, combining source live broadcasts, influencer networks, and authoritative media endorsements [9] - Remarkable Results: Total brand exposure exceeded 53.27 million, successfully attracting over ten million new users, with target audience growth exceeding 8,814% [9] Group 3: Overall Impact - The "Taste of China" initiative effectively explores cultural, emotional, and seasonal values, combining platform resources and innovative strategies to provide a quality example of synergy between brand performance and effectiveness in the food and beverage sector [12]

Investment Rating - The investment rating for the company is "Buy" (maintained) [7] Core Views - The company's performance in 2024 and Q1 2025 met expectations, with notable dividend returns [11] - The growth is driven by the "Tequ 60" product, with an optimized channel structure [1][2] - The company is focusing on digital transformation and maintaining strategic pricing [11] Summary by Sections Financial Performance - In 2024, the company achieved revenue of 31.196 billion yuan, a year-on-year increase of 3.19%, and a net profit of 13.473 billion yuan, up 1.71% [11] - For Q1 2025, revenue reached 9.352 billion yuan, growing 1.78% year-on-year, with a net profit of 4.593 billion yuan, an increase of 0.41% [11] - The gross and net profit margins for 2024 were 87.54% and 43.27%, respectively, with slight declines observed in Q1 2025 [3] Product and Channel Analysis - Revenue from mid-to-high-end liquor in 2024 was 27.585 billion yuan, up 2.77% year-on-year, while other liquor revenue was 3.467 billion yuan, increasing by 7.15% [1] - The traditional channel revenue was 29.573 billion yuan, growing 3.20%, while emerging channels generated 1.479 billion yuan, up 4.14% [2] - The company saw a decrease in the number of domestic and international distributors, but the overall scale per distributor increased by 4.81% to 16.5582 million yuan [2] Dividend Policy - The company has a three-year dividend plan, committing to cash dividends of at least 65%, 70%, and 75% of net profit for the years 2024 to 2026, respectively, with a minimum of 8.5 billion yuan each year [4] Earnings Forecast and Valuation - The company is expected to see revenue growth rates of 1.00%, 6.77%, and 7.04% from 2025 to 2027, with net profit growth rates of 0.98%, 6.70%, and 7.11% [5] - Earnings per share (EPS) are projected to be 9.24, 9.86, and 10.56 yuan for the years 2025, 2026, and 2027, respectively, with price-to-earnings (PE) ratios of 13.39, 12.55, and 11.71 [5]

Core Viewpoint - The company achieved a revenue of 31.2 billion yuan in 2024, a year-on-year increase of 3.2%, with a net profit attributable to shareholders of 13.47 billion yuan, up 1.7% year-on-year. However, Q4 2024 saw a revenue decline of 16.9% and a net profit decrease of 29.9% [1] Group 1: Financial Performance - In Q1 2025, the company reported a revenue of 9.35 billion yuan, a year-on-year increase of 1.8%, and a net profit of 4.59 billion yuan, up 0.4% year-on-year [1] - The company's gross margin decreased by 0.8 percentage points to 87.5% in 2024, with a further decline of 1.9 percentage points to 86.5% in Q1 2025 [2] - The net profit margin for 2024 decreased by 0.7 percentage points to 43.3%, while in Q1 2025, it fell by 0.5 percentage points to 49.3% [2] Group 2: Product and Market Dynamics - The company’s mid-to-high-end liquor segment generated a revenue of 27.59 billion yuan in 2024, a year-on-year increase of 2.8%, with sales volume up 14.4% but average price per ton down 10.2% [1] - The company is focusing on consumer cultivation and channel development to maintain market growth, with the Guojiao brand remaining in the 20 billion yuan category [1] - Traditional and emerging channels achieved revenues of 29.57 billion yuan (+3.2%) and 1.48 billion yuan (+4.2%) respectively in 2024 [1] Group 3: Dividend and Future Outlook - The company announced a cash dividend of 45.92 yuan per 10 shares (including tax), reflecting a commitment to shareholder returns [1] - The management has set a dividend payout ratio of no less than 65%/70%/75% for the years 2024-2026, with a minimum total dividend of 8.5 billion yuan (including tax) each year [3] - The company aims for steady revenue growth in 2025, with a target EPS of 9.39 yuan, 10.31 yuan, and 11.31 yuan for 2025-2027, corresponding to PE ratios of 13x, 12x, and 11x respectively [3]

Investment Rating - The report maintains a "Buy" rating for the company, with a target price of 145.44 yuan over the next six months [3][5]. Core Insights - The company reported a revenue of 31.196 billion yuan for 2024, reflecting a year-on-year increase of 3.19%. The net profit attributable to the parent company was 13.473 billion yuan, up 1.71% year-on-year [1]. - The company is focusing on maintaining a stable growth trajectory while managing costs effectively. The gross profit margin for 2024 was 87.54%, a slight decrease of 0.76 percentage points year-on-year [2]. - The company plans to increase its dividend payout ratio steadily, with targets of at least 65%, 70%, and 75% for the years 2024, 2025, and 2026, respectively [2]. Financial Summary - For 2024, the company achieved a revenue of 31,196 million yuan, with a projected revenue growth of 2.01% for 2025 and 3.70% for 2026 [4][13]. - The net profit attributable to the parent company is expected to grow from 13,473 million yuan in 2024 to 15,773 million yuan by 2027, indicating a compound annual growth rate of approximately 8.66% [4][13]. - The earnings per share (EPS) are projected to increase from 9.18 yuan in 2024 to 10.72 yuan in 2027, with corresponding price-to-earnings (PE) ratios of 13.64x and 11.53x [4][13]. Market Performance - The company's stock has shown a relative performance of -3% over the past month and 8% over the past three months, while it has declined by 31% over the past year [8]. - The average daily trading volume is reported at 8 million shares, with a total market capitalization of approximately 181.93 billion yuan [5].

Investment Rating - The investment rating for the company is "Outperform the Market" [6][4][12] Core Views - The company achieved a total revenue of 31.2 billion yuan in 2024, with a year-on-year growth of 3.2%, and a net profit of 13.5 billion yuan, reflecting a year-on-year increase of 1.7% [1][4] - The company has set a shareholder return plan for 2024-2026, committing to a cash dividend of no less than 65%/70%/75% of net profit for each year [1] - The company is focusing on digital transformation, which is expected to enhance internal management efficiency and eventually lead to revenue growth as the consumer-centric model is established [4][3] Summary by Sections Financial Performance - In 2024, the company recorded a total revenue of 31.2 billion yuan, with a year-on-year increase of 3.2%, and a net profit of 13.5 billion yuan, up 1.7% year-on-year [1][5] - The revenue for Q4 2024 was 6.89 billion yuan, down 16.9% year-on-year, while the net profit was 1.88 billion yuan, down 29.9% year-on-year [1] - For Q1 2025, the company reported a total revenue of 9.35 billion yuan, with a year-on-year growth of 1.8%, and a net profit of 4.59 billion yuan, up 0.4% year-on-year [1] Product and Market Analysis - The sales of the Guojiao brand exceeded 20 billion yuan, while the Luzhou Laojiao brand surpassed 10 billion yuan in 2024 [2] - The revenue from mid-to-high-end liquor reached 27.6 billion yuan, with a year-on-year increase of 2.8% [2] - The company is actively expanding both traditional and new sales channels, with revenue growth of 3.2% and 4.2% respectively in 2024 [2] Cost and Margin Analysis - The gross margin for liquor business decreased by 0.8 percentage points year-on-year, primarily due to a reduction in the payment price for Guojiao [2] - The company managed to maintain a good level of expense management, with the tax rate and sales expense ratio showing slight increases [2][3] Future Outlook - The company has adjusted its revenue and net profit forecasts for 2025-2027, expecting revenues of 31.7 billion yuan, 33.4 billion yuan, and 35.5 billion yuan respectively, with year-on-year growth rates of 1.7%, 5.2%, and 6.4% [4][11] - The net profit forecasts for the same period are 13.6 billion yuan, 14.2 billion yuan, and 15.2 billion yuan, with year-on-year growth rates of 0.5%, 4.5%, and 7.1% [4][11]