"维维豆奶，欢乐开怀"，这句广告词多少人还记得？可现在呢，经销商成批撤退、营收连续六年下滑，那个曾经泡在每家每户早餐杯里的豆奶大王，好像 真的老了。我们聊的不仅是一个品牌的困境，更像在聊一个时代该怎么转身——当年轻人连豆浆都懒得冲了，光靠"回忆杀"，还能杀回市场吗？ 你去现在的小超市、便利店转转，还能在显眼地方找到维维豆奶粉吗？我反正最近一次看见，是在货架最底下那层，旁边堆着些快过期的调味料。朋友家 开小卖部的，以前还进点维维，现在直接不进了。"卖不动啊，"他说，"一个月走不了几袋，占地方，资金还压着。" 维维的财报也印证了这点。光是2025年前三个季度，经销商跑了345个。这些人傻吗？不是。他们算得清楚：大豆原料涨价，维维终端不敢涨，怕一涨更 没人买；另一边，像豆本豆那些对手，给经销商的返点能到10个点，维维呢？从8%一路降到5%不到。换你，你代理谁？ 01 经销商为什么跑了？不赚钱呗，就这么简单 说白了，利太薄。再加上现在谁还乐意折腾豆奶粉？年轻人图方便，直接买瓶装的；中老年也觉得冲调麻烦。终端动销慢得像蜗牛，库存周转比以前多出 将近一个月。经销商也是做生意，又不是做慈善，看不到希望，可不就得撤。 02 ...

Core Viewpoint - VIVI Co., Ltd. reported a decline in revenue and net profit for the first three quarters of 2025, while its net profit excluding non-recurring items increased significantly due to improved gross margins [1][3]. Financial Performance - The company's revenue for the third quarter was 866.79 million yuan, a year-on-year decrease of 8.31%, while the revenue for the first three quarters was 2.39 billion yuan, down 11.20% year-on-year [2][3]. - The net profit attributable to shareholders for the third quarter was 120.89 million yuan, an increase of 26.90% year-on-year, while the net profit for the first three quarters was 241.25 million yuan, down 1.93% year-on-year [2][3]. - The net profit excluding non-recurring items for the third quarter was 122.97 million yuan, up 23.83% year-on-year, and for the first three quarters, it was 232.23 million yuan, up 37.41% year-on-year [2][3]. Business Segments - The company experienced a decline in revenue from solid beverage products, with a decrease of 5.43% in distributor channels, and the total number of distributors decreased by 117 to 1,846 [3]. - For plant-based protein beverages, revenue dropped by 4.57%, with the number of distributors decreasing by 221 to 1,684 [3]. - In the refined tea segment, overall revenue increased by 12.65%, but e-commerce channels saw a decline of 16.31%, with the number of distributors decreasing by 7 to 351 [3]. Historical Context - VIVI Co., Ltd. has seen a continuous decline in revenue for five consecutive years, with revenues decreasing from 47.99 billion yuan in 2020 to 36.56 billion yuan in 2024 [4]. - The net profit has shown significant volatility during the same period, with figures ranging from 4.36 billion yuan in 2020 to 4.11 billion yuan in 2024 [4].

Group 1 - The company has a diverse product portfolio including "Weiwei" soybean powder, "Weiwei" soybean milk powder, "Weiwei" grain cereal, "Weiwei" soybean drinks, "Weiwei" sparkling water, "Weiwei" grains and oils, "Bai Fen Zhi" soybean milk powder, "Tianshan Snow" dairy products, "Weiwei Liuchao Song" flour, "Yiqingyuan" tea, and "Hanyuan" liquor [2] - Recently, the company launched a herbal beverage series called "Weiwei Bai Fen Zhi Yang Sheng Shui," which includes four flavors: burdock and monk fruit water, hibiscus and rose water, apple and astragalus water, and red bean and coix water [2] - The new product line emphasizes simple recipes, premium ingredients, meticulous craftsmanship, light health benefits, and fun packaging, promoting ancient Chinese health wisdom and extracting natural plant nutrition to advocate a healthy lifestyle and inherit Chinese health culture [2]