以下文章来源于新消费智库 ，作者焦逸梦 新消费智库 . 新消费智库（原新消费内参）是中国专注于传播新消费品牌、消费升级的垂直产业新媒体。为大消费领 域（吃喝玩乐、衣食住行）产业从业者提供新消费领域的创业、创新、升级的商业案例传播与资讯。 来源丨 新消费智库 （ID： cychuangye ） 作者丨 焦逸梦 编辑 | 竺天 图源丨摄图网 小编闲来没事刷短视频，突然误入一个中老年直播间，白发老年人在镜头前腰背挺直、时尚又美丽， 大方展示商品，旁边一位年轻主播负责讲解带货商品，直播间热闹非凡，动不动就是几千人在线。 小编不禁疑惑，这是什么新赛道？能赚钱吗？在直播间蹲了几天，小编终于弄明白 原来一批的中老年 博主正在成为 " 流量新星 " 冉冉升起。 围绕热乎乎的流量，带货养生时尚等商品，一些直播间的吸金能力也并不 " 逊色 " ，客单价动辄上 千元。当年轻人还在算满减，老年人早已实现购物自由。不是老人变潮了，是潮人变老了。 一批中老年博主走红 粉丝动辄千万起 …… 年龄动辄七八十岁，身体健康，能独自解决一日三餐家务劳动，有的早上起来还能做 100 个俯卧 撑，有的每天都穿高跟鞋漂亮长裙画精致妆容 …… 这就是那些 ...

这是新消费智库第 2 6 4 6 期文章 新消费导读 当一批千万粉丝的中老年博主开始带货…… 作者 ：焦逸梦 编辑：竺天 审核： Single 来源：新消费智库 小编闲来没事刷短视频，突然误入一个中老年直播间，白发老年人在镜头前腰背挺直、时尚又美丽，大方展示商品，旁边一位年轻主播负责讲 解带货商品，直播间热闹非凡，动不动就是几千人在线。 小编不禁疑惑，这是什么新赛道？能赚钱吗？在直播间蹲了几天，小编终于弄明白 原来一批的中老年博主正在成为 " 流量新星 " 冉冉升 起。 围绕热乎乎的流量，带货养生时尚等商品，一些直播间的吸金能力也并不 " 逊色 " ，客单价动辄上千元。当年轻人还在算满减，老年人早已 实现购物自由。不是老人变潮了，是潮人变老了。 一批中老年博主走红， 粉丝动辄千万起 …… 年龄动辄七八十岁，身体健康，能独自解决一日三餐家务劳动，有的早上起来还能做 100 个俯卧撑，有的每天都穿高跟鞋漂亮长裙画精致妆 容 …… 这就是那些走红的中老年博主的日常，干劲满满、精气十足，让无数躺平的年轻人 " 老鼠人 " 震惊！李佳琦妈妈闯入直播带货时的一句 "60 岁正是拼的年纪 " ，也让无数年轻人咋舌。 事实上 ...

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青岛啤酒：拟收购即墨黄酒100%股权，销售淡旺季上可形成互补效应 酒业 贵州茅台：张艺兴成为茅台文旅代言人 5月7日，贵州茅台官方微博发布消息，宣布张艺兴成为茅台文旅代言人。 5月7日，青岛啤酒发布关于收购山东即墨黄酒厂有限公司100%股权的公告。披露为增强产业协同性及企业发展竞争 力，青岛啤酒股份有限公司与新华锦集团有限公司、山东鲁锦进出口集团有限公司及山东即墨黄酒厂有限公司签订 《股权转让协议》，本公司拟从新华锦集团和鲁锦集团处受让其合计持有的即墨黄酒 100%股权，相关对价为人民币 66,500 万元和价格调整期损益金额之和。本次股权收购交易完成交割后，本公司将持有即墨黄酒全部股权，即墨黄酒 成为本公司的全资子公司，纳入公司合并报表范围。公告称，公司坚持以创新驱动高质量发展，通过本次股权收购持 有即墨黄酒 100%股权，公司积极拓展非啤酒业务跨产业布局，推动多元化发展，为公司未来带来新的发展契机。即 墨黄酒与本公司同属发酵酒类行业，随着即墨黄酒的加入，将进一步丰富本公司产品线，拓宽市场渠道，为广大消费 者提供更加多元化的选择。在品牌及产品宣传推广、销售网络与渠道等方面与公司现有优势市场和资源进行协同，进 ...

调研纪要：松井股份在乘用车涂料领域业务稳步推进，深化与比亚迪、北美T公司等合作，产品线扩展 至外饰大件涂层材料，2025年一季度营收同比增长78.17%。为维持毛利率，公司提升产品竞争力和优 化成本。在高端消费电子领域，公司深化与头部客户合作，利用创新工艺开拓增量空间，完善产品体 系。动力电池绝缘涂层项目技术优势明显，商业化落地进展顺利，政策支持推动市场对绝缘技术需求。 面对关税政策变化，公司重视全球贸易环境变化，深化国产替代进程，加强国际市场布局。油墨和胶黏 剂业务取得进展，未来将满足多样化需求。 根据市场公开信息及5月8日披露的机构调研信息，知名私募高毅资产近期对2家上市公司进行了调研， 相关名单如下： 调研纪要：安井食品2025年新品策略调整，B端追求极致性价比，C端聚焦质价比，重点推出锁鲜装6.0 条状产品、嫩鱼丸、黑虎虾滑、虎皮炸蛋及福袋系列化产品。面对速冻调制食品和速冻面米制品的竞 争，公司通过放大速冻调制食品大单品优势和新式面点的突破来巩固市场地位。收购鼎味泰旨在品类和 渠道互补，重点开发高端鳕鱼糜制品、关东煮细分品类及冷冻烘焙赛道。公司调整为全面拥抱商超定制 化，以适应商超系统和新型零售业态的 ...

Core Viewpoint - The rise of "谷子" (anime-related merchandise) consumption among young people is accompanied by various risks, including impulsive spending, rampant counterfeiting, and price speculation [1][2][3] Group 1: Consumption Trends - Young consumers are increasingly engaging in the purchase of badges, blind boxes, and standees as a way to express their love for anime culture, leading to significant financial investments [1] - The phenomenon of "端盒" (bulk buying of blind boxes) has emerged, with enthusiasts spending large sums to collect rare items [1] Group 2: Consumer Protection Issues - The Ningbo Consumer Rights Protection Committee has issued warnings about the hidden dangers of the "谷子 economy," highlighting four major consumption traps [1] - There are reports of "dark box operations" where merchants manipulate the odds of obtaining rare items in blind boxes, leading to consumer exploitation [1] - A case study revealed a student spent 6,000 yuan on blind boxes but received over 30 duplicate common items, indicating a lack of transparency in odds disclosure [1] Group 3: Counterfeit Products - The prevalence of low-priced counterfeit "福袋" (mystery bags) has led consumers to fall victim to poor-quality and potentially harmful products [2] - A consumer reported receiving defective and counterfeit items after purchasing a "热门IP福袋" for 50 yuan, with the seller refusing refunds under the guise of "random shipping" [2] Group 4: Market Manipulation - Some merchants collaborate with scalpers to create a sense of urgency around "limited edition" items, encouraging young consumers to overpay for products [2] - A university student lost over 90% of their investment after purchasing a limited edition standee for 3,000 yuan, which plummeted in value after the initial hype faded [2] Group 5: Social Pressure and Consumer Behavior - The "谷圈" (anime community) fosters a culture of comparison, leading to "invisible PUA" (manipulation) where individuals feel pressured to purchase rare items to fit in [2] - A high school student borrowed 5,000 yuan to buy an expensive second-hand badge to gain acceptance in a community, resulting in financial distress [2] Group 6: Recommendations for Rational Consumption - The Ningbo Consumer Rights Protection Committee emphasizes the importance of rational consumption, advising consumers to demand transparency in odds for blind boxes and to be wary of low-priced offers [3] - Recommendations include purchasing from official channels, setting monthly budgets, and avoiding communities that promote anxiety through comparison [3] - The committee also suggests that parents engage with their children about spending habits and that society should work together to combat counterfeiting and promote financial literacy [3]

Investment Rating - The report maintains a "Strong Buy" rating for the company with a target price of 100 yuan [1][6]. Core Views - The company achieved a revenue of 15.127 billion yuan in 2024, representing a year-on-year increase of 7.7%. The net profit attributable to shareholders was 1.485 billion yuan, up 0.5% year-on-year. In Q4 2024, revenue reached 4.050 billion yuan, a 7.3% increase year-on-year, while net profit for the same quarter was 438 million yuan, showing a significant year-on-year growth of 22.8% [6][7]. - For Q1 2025, the company reported a revenue of 3.600 billion yuan, down 4.1% year-on-year, and a net profit of 395 million yuan, down 10.01% year-on-year. The company plans to distribute a cash dividend of 10.15 yuan per 10 shares, totaling 297 million yuan, resulting in a dividend yield of 4.1% for 2024 [6][7]. - The company is focusing on practical adjustments and actively building momentum, with expectations for revenue recovery driven by new products and channels despite external demand pressures [6][7]. Financial Summary - The company’s total revenue for 2024 was 15.127 billion yuan, with a projected growth of 8.2% for 2025, reaching 16.368 billion yuan. The net profit for 2025 is expected to be 1.522 billion yuan, reflecting a growth of 2.5% [7]. - The earnings per share (EPS) for 2024 was 5.06 yuan, with projections of 5.19 yuan for 2025, 5.71 yuan for 2026, and 6.39 yuan for 2027. The corresponding price-to-earnings (PE) ratios are 15, 14, 13, and 12 respectively [7][8]. - The company’s gross margin for 2024 was 23.3%, with a slight year-on-year increase of 0.1 percentage points. The net profit margin was recorded at 9.8%, down 0.7 percentage points year-on-year [6][8]. Product and Market Performance - The company’s revenue from various product categories showed mixed results in 2024, with the rice and flour segment declining by 3.1%, while frozen prepared foods and dishes grew by 11.4% and 10.7% respectively. The company’s hot pot ingredients experienced significant growth, particularly in vacuum-sealed packaging [6][7]. - The company’s sales channels also demonstrated varied performance, with distribution channels increasing by 8.9%, while supermarkets and e-commerce channels saw declines of 2.4% and 2.3% respectively. The new retail channel showed a remarkable growth of 33% [6][7]. Regional Performance - Revenue growth varied across regions, with Northeast China growing by 7.0%, North China by 5.4%, East China by 6.4%, South China by 9.1%, Central China by 7.4%, Northwest by 13.5%, and Southwest by 14.4% [6][7].

Investment Rating - The report maintains a "Strong Buy" rating for the company with a target price of 100 yuan [1][6]. Core Views - The company has shown a pragmatic adjustment in its operations and is actively building momentum for future growth. Despite short-term pressures, the strategic optimization and new product launches are expected to gradually improve the company's fundamentals [1][6]. Financial Performance Summary - In 2024, the company achieved a total revenue of 15.127 billion yuan, representing a year-on-year increase of 7.7%. The net profit attributable to shareholders was 1.485 billion yuan, up 0.5% year-on-year. In Q4 2024, revenue reached 4.050 billion yuan, with a year-on-year growth of 7.3%, and the net profit for the same quarter was 438 million yuan, reflecting a significant increase of 22.8% year-on-year [6][7]. - For Q1 2025, the company reported a revenue of 3.600 billion yuan, down 4.1% year-on-year, and a net profit of 395 million yuan, down 10.01% year-on-year [6][7]. - The company plans to distribute a cash dividend of 10.15 yuan per 10 shares, totaling 297 million yuan, resulting in a dividend yield of 4.1% for 2024 [6][7]. Product and Channel Performance - The company’s revenue from various product categories in 2024 showed mixed results: - Noodle and rice products decreased by 3.1% - Frozen prepared foods increased by 11.4% - Dishes grew by 10.7% - Agricultural and sideline products fell by 11.7% [6][7]. - In terms of distribution channels, revenue from distributors increased by 8.9%, while supermarkets, direct sales, and e-commerce saw declines of 2.4%, 4.5%, and 2.3% respectively. The new retail channel showed significant growth at 33% [6][7]. Regional Performance - Revenue growth varied across regions in 2024, with the following year-on-year increases: - Northeast: +7.0% - North China: +5.4% - East China: +6.4% - South China: +9.1% - Central China: +7.4% - Northwest: +13.5% - Southwest: +14.4% [6][7]. Profitability Metrics - The company maintained a gross margin of 23.3% in 2024, a slight increase of 0.1 percentage points year-on-year. The net profit margin for the year was 9.8%, down 0.7 percentage points year-on-year [6][7]. - In Q1 2025, the gross margin remained at 23.3%, but the net profit margin was 11.0%, reflecting a decrease of 0.7 percentage points year-on-year due to increased promotional efforts and a decline in average sales prices [6][7]. Future Outlook - The company is expected to recover growth through new products and channels, despite ongoing external demand pressures. The introduction of high-quality, mid-priced products for B-end customers and premium products for C-end customers is anticipated to drive revenue recovery [6][7]. - The EPS forecast for 2025-2027 has been adjusted to 5.19, 5.71, and 6.39 yuan respectively, with corresponding PE ratios of 14, 13, and 12 times [6][7].