Core Viewpoint - The company reported a steady growth in revenue and net profit for 2024, with total revenue reaching 89.175 billion yuan, a year-on-year increase of 7.09%, and net profit attributable to shareholders at 31.853 billion yuan, up 5.44% year-on-year, meeting market expectations [1] Financial Performance - In Q1 2025, the company achieved total revenue of 36.940 billion yuan, a year-on-year increase of 6.05%, and net profit attributable to shareholders of 14.860 billion yuan, up 5.80% year-on-year, slightly exceeding market expectations [1] - The company's gross profit margins for 2024 and Q1 2025 were 77.05% and 77.74%, respectively, with a year-on-year increase of 1.26 percentage points for 2024, attributed to high-priced products driving growth [7] Contract Liabilities - As of the end of 2024 and Q1 2025, the company's contract liabilities were 11.690 billion yuan and 10.166 billion yuan, respectively, showing significant improvement both year-on-year and quarter-on-quarter, indicating better dealer sentiment and market control [2] Product Performance - The company's flagship product, Wuliangye, generated revenue of 67.875 billion yuan in 2024, a year-on-year increase of 8.07%, while other liquor products achieved revenue of 15.251 billion yuan, up 11.79% year-on-year [3] - The sales volume of Wuliangye products increased by 7.06% year-on-year, while the average price per ton rose by 0.94% [3] Market Management - The company restructured its marketing strategy by consolidating 27 marketing districts into three major regions, enhancing market management capabilities and improving operational efficiency [4] - Revenue by region for 2024 showed the Eastern region at 31.290 billion yuan (+9.75%), Southern region at 39.336 billion yuan (+12.65%), and Northern region at 12.501 billion yuan (-3.98%) [5] Sales and Distribution - The company increased its number of Wuliangye brand distributors to 2,652 by the end of 2024, with a net increase of 82 distributors, primarily in the Eastern region [5] - Direct sales channels continued to grow rapidly, with a year-on-year increase of 12.89%, supported by the establishment of new specialty stores and cultural experience stores [5] Shareholder Returns - The company announced a shareholder return plan for 2024-2026, committing to a cash dividend of no less than 70% of the annual net profit, with a minimum total dividend of 20 billion yuan [8] Investment Outlook - The company aims for a revenue growth of around 5% in 2025, with adjustments made to profit forecasts for 2025-2026, reflecting a more cautious market outlook [9]

Investment Rating - The investment rating for the company is "Buy" [1] Core Views - The company achieved a revenue of 89.175 billion yuan in 2024, representing a year-on-year increase of 7.09%, and a net profit attributable to shareholders of 31.853 billion yuan, up 5.44% year-on-year [1][3] - The company is focusing on stabilizing prices in a challenging market environment, leading to a strategic decision to slow down growth to match demand changes [2] - The brand's strength is highlighted during industry adjustments, with expectations for continued growth in high-priced product segments [5] Financial Performance Summary - In 2024, the company's liquor revenue reached 83.127 billion yuan, a year-on-year increase of 8.74%, with the flagship product contributing 67.875 billion yuan, up 8.07% [2] - The gross profit margin for the company improved by 1.26 percentage points year-on-year, primarily due to price increases in flagship products [2] - For Q1 2025, the company reported a revenue of 36.94 billion yuan, a 6.05% increase year-on-year, and a net profit of 14.86 billion yuan, up 5.8% [3] Future Projections - The company is projected to achieve diluted earnings per share of 8.59 yuan, 9.17 yuan, and 9.87 yuan for the years 2025, 2026, and 2027 respectively [5] - Revenue forecasts for the upcoming years are 93.689 billion yuan in 2025, 99.138 billion yuan in 2026, and 105.469 billion yuan in 2027, with growth rates of 5.1%, 5.8%, and 6.4% respectively [4]