公司深度精简酒鬼产品SKU，大本营市场精细化建设持续。分产品来看，25H1公司内参系列/酒鬼系列/ 湘泉系列分别实现营收1.1 亿元/2.9 亿元/0.3 亿元，同比-35.8%/-51.0%/-35.9%，上半年公司深度梳理 SKU，酒鬼系列SKU 精简超50%，公司持续优化产品价值链、强化动销。分区域来看，25H1 公司华中/ 华北/华东/华南地区分别实现营收3.1 亿元/1.1 亿元/0.8 亿元/0.3 亿元，同 比-42.5%/-39.6%/-45.7%/-41.2%，25H1 公司在湖南及省外重点市场推进"扫雷"行动，通过签约、开瓶反 向激励、买赠奖励等方式加速终端开发。 毛利率同比下滑、费用刚性致使净利率承压。25H1 公司实现毛利率水平68.6%（yoy-4.8pct），其中内 参/酒鬼产品的毛利率分别为88.9%（yoy+0.9pct）/73.2%（yoy-2.6pct）。费用端来看，25H1 公司销售 费用率/管理费用率/财务费用率分别为32.6% （ yoy-2.1pct ） /13.1% （ yoy+5.2pct ） /-1.3% （yoy+4.7pct），公司采取费用聚焦政策，严控费 ...

Summary of the Baijiu Industry Conference Call Industry Overview - The overall demand in the Baijiu industry is weak, with a significant decline in sales of Baijiu priced above 300 yuan in June and July, expected to narrow in August. The Mid-Autumn Festival and National Day are projected to see a 10% year-on-year decline in demand, but there is caution regarding a rebound in demand [2][3][4]. Key Points Demand and Sales Performance - Sales of Baijiu priced above 300 yuan dropped by 60% to 70% year-on-year during June and July. In August, the decline is expected to reduce to 20% to 30% [3]. - The Baijiu industry has not seen any growth in sales from Q2 2025 to the present, with all products experiencing a year-on-year decline [13]. Inventory and Channel Management - The overall inventory in the Baijiu industry is deemed unreasonable, with an increase in inventory observed in June and July due to prolonged sales cycles [2][6]. - Leading companies are managing inventory more cautiously this year compared to the previous two years, with some brands like Yanghe and Moutai showing different inventory management strategies [7]. Distribution Structure - The distribution structure of Baijiu companies is undergoing a transformation, influenced by significant subsidies disrupting the pricing system and the rise of instant retail impacting traditional channels [2][9]. - There is a cautious attitude towards instant retail and e-commerce models, as they may affect online sales shares if price systems are standardized [10]. Innovation and Market Trends - Innovations in the Baijiu industry include lower-alcohol products and enhancements in product quality, but their effectiveness is limited [4][17]. - The industry is exploring new product types, such as adding functional ingredients, but market acceptance remains low [18]. Future Outlook - There is skepticism regarding a rebound in demand for the Baijiu industry, with no clear signs of a turning point observed [5][21]. - The potential for significant channel restructuring could lead to a shift from B2B to C2C business models, which may force manufacturers to redesign pricing structures [19]. Consumer Behavior - The demand for Baijiu is influenced by the overall economic environment and pricing strategies of high-end brands, but no new factors have emerged to significantly boost demand [21][22]. - The public consumption segment below 200 yuan shows stability and even slight growth in certain regions [24][25]. Special Market Segments - The banquet market remains stable, with slight increases noted in wedding and graduation banquets, indicating resilience in certain consumer segments [26]. - The recovery of government and business consumption remains uncertain, with high-end demand having sharply declined but showing signs of stabilization [28]. Conclusion - The Baijiu industry is currently facing significant challenges, including weak demand, inventory issues, and a need for structural changes in distribution. While there are some signs of stability in lower-priced segments and certain market niches, the overall outlook remains cautious with limited growth prospects in the near term.

Industry Background - The liquor industry is facing dual pressures from economic and policy factors, leading to an accelerated bottoming out of the sector [2] - Revenue growth for the sector is expected to significantly decline to around 1% starting from the second half of 2024, with most companies failing to meet their 2024 operational targets, except for leading firms like Kweichow Moutai and Shui Jing Fang [2] Supply Side - Major liquor companies such as Wuliangye, Luzhou Laojiao, Shanxi Fenjiu, and Yanghe have initiated inventory control policies, marking the beginning of a "control inventory wave" [3] - This proactive supply-side adjustment is anticipated to alleviate channel inventory pressure and help rebalance supply and demand, potentially stabilizing prices in the short term [3] Demand Side - Companies are innovating to tap into new demand and optimize demand structure by launching products that align with changing consumer preferences [4] - There is a noticeable shift from "cost-performance ratio" to "quality-price ratio" in consumer preferences, prompting leading brands to introduce new products that emphasize quality [4] - The trend towards lower alcohol content products is gaining traction, especially among younger consumers, with significant interest in low-alcohol offerings [4] - Companies are also focusing on mid-range products to cater to evolving consumer needs and market dynamics [4] Channel Strategy - Liquor companies are building platforms to strengthen partnerships with distributors and embrace new channels to balance online and offline sales [5] - The establishment of cooperative platforms among manufacturers is aimed at resolving conflicts and creating a healthier ecosystem [5] - Companies are increasingly focusing on online channel management, with initiatives to recruit operators for online platforms and activate new retail channels [5] Marketing Strategy - Companies are adjusting their marketing strategies by reducing the reliance on "red envelope" promotions and focusing on cultivating new consumption scenarios and demographics [6] - There is a shift towards targeted marketing efforts to optimize customer structures and create new consumption experiences [6] - The current low valuation, low expectations, and low holdings in the sector make strong brand leaders attractive for dividend returns [6]

Core Viewpoint - The liquor industry is entering a deep adjustment period, prompting liquor companies to collaborate strategically with "traffic channel merchants" to launch new products, exemplified by the partnership between Pang Donglai and Baofeng Liquor, which is expected to generate approximately 1 billion yuan in revenue within the year [1][3][4]. Group 1: Industry Trends - The collaboration between liquor companies and traffic channel merchants is not an isolated case, with multiple instances of co-branded products emerging, such as "Free Love" by Pang Donglai and Baofeng Liquor, and "Yanghe Daqu" by JD and Yanghe Co. [3][4]. - The "liquor company + traffic channel merchant" model has become a significant strategy for addressing inventory pressure and sales challenges in the industry [3][5]. - The partnership model has shown promising short-term results, with "Free Love" projected to achieve 1 billion yuan in revenue and Yanghe Daqu selling over 10,000 bottles within 48 hours on JD [4][8]. Group 2: Market Dynamics - The collaboration aims to leverage the terminal control and user assets of traffic channel merchants to enhance product sales and reduce customer acquisition costs [5][6]. - The liquor industry faces a critical challenge of high channel inventory and weak terminal sales, necessitating a shift from traditional distribution models to more direct sales approaches [6][7]. - Data from the China Alcoholic Drinks Association indicates that 58.1% of distributors reported increasing inventory levels in the first half of 2025, highlighting the ongoing inventory pressure in the market [6]. Group 3: Future Prospects - The increasing collaboration between liquor companies and traffic channel merchants is expected to evolve, with a focus on creating differentiated products and transitioning from "channel-driven" to "brand-driven" strategies [8][9]. - The historical evolution of this collaboration model reflects a shift from simple supply relationships to strategic partnerships, emphasizing the need for liquor companies to understand consumer demands and develop unique products to stand out in a competitive market [9][10].