Core Viewpoint - The liquor industry is entering a deep adjustment period, with high-end liquor market prices declining, which has squeezed the survival space of mid-to-high-end brands [1] Financial Performance - Zhenjiu Lidu (06979.HK) reported a revenue of 2.497 billion RMB for the first half of 2025, a year-on-year decline of 39.6% [2] - The company's net profit attributable to shareholders was 575 million RMB, down 23.5% year-on-year, while adjusted net profit decreased by 39.8% to 613 million RMB [2][6] - The core brand Zhenjiu saw revenue drop by 44.8% to 1.492 billion RMB, with sales volume falling from 6,932 tons to 4,612 tons [6][11] Brand Performance - All four major brands (Zhenjiu, Lidu, Xiangjiao, and Kaikouxiao) faced pressure, with Zhenjiu's revenue contributing less than 60% to the total [3][7] - Lidu, considered the "second growth curve," had the smallest revenue decline among the brands, achieving 611 million RMB, a decrease of 9.4% [9] - Xiangjiao and Kaikouxiao experienced significant revenue reductions of 38.7% and 63.9%, respectively [10] Market Trends - The high-end product revenue share for Zhenjiu Lidu decreased from 26.4% to 23%, indicating a shift in product structure towards mid-range and lower products [11] - The average selling price for Lidu dropped over 29% to 348,000 RMB per ton, reflecting a trend of price reduction in the market [10] Strategic Initiatives - The company plans to launch a new product, "Da Zhen・Zhenjiu," aimed at becoming the "second Flying Moutai," with a target price of 600 RMB per bottle [13][15] - A "Wanshang Alliance" plan is being initiated to recruit over 10,000 partners to build a profit-sharing community, despite a reduction in the number of distributors [15]