Core Viewpoint - The company has experienced a significant decline in market value and performance, transitioning from a leading high-end snack brand to facing substantial losses and potential control changes within five years [2][3][24]. Group 1: Financial Performance - Five years ago, the company's market value exceeded 34 billion yuan, but it has now fallen to 5.5 billion yuan [2]. - The company expects a net loss of 75 million to 105 million yuan for the first half of 2025, marking its worst performance since public data became available [2]. - In 2024, the company's revenue decreased by 11%, and its net profit margin turned negative from a previously low rate of under 5% [7]. Group 2: Management and Control Changes - The company is undergoing a potential change in control, with the major shareholder planning significant changes that may lead to personnel shifts [3][12]. - The management has seen frequent changes, with the latest chairman and general manager, Yang Hongchun, returning to the role after a brief period of leadership by Yang Yinfeng [10][11]. - The company has faced a chaotic period in management and operational strategies, leading to ineffective responses to declining performance [4][21]. Group 3: Market Position and Strategy - The company was once seen as a symbol of consumption upgrade but now struggles with a loss of its high-end image due to increased competition and changing consumer preferences [13][24]. - The company has attempted to reposition itself by launching new product lines targeting specific demographics, such as children's snacks and fitness products, but these efforts have not gained significant traction [15][22]. - The company's pricing strategy, which included a significant average price reduction of 22% and up to 45% for some products, failed to boost revenue and instead led to a profit decline [7][21]. Group 4: Challenges and Future Outlook - The company faces dual challenges from product and channel disruptions, with discount snack stores gaining market share and changing consumer behavior towards value [18][20]. - The management's efforts to expand product categories and improve supply chain efficiency are ongoing but face significant hurdles, including low margins in new product lines like fresh produce [22][23]. - The future success of the company will depend on the effectiveness of its new management and whether they can execute the proposed strategies to regain market confidence [24].

Core Viewpoint - The recent adjustment in the business model of the company appears to be a hasty decision driven by pressure to change the current situation [2][20]. Group 1: Business Model Changes - The company has expanded its product offerings beyond snacks to include fresh produce and daily necessities, such as oranges, salted eggs, and shrimp [3][4]. - This shift is part of a broader strategy to transition to a full-category model by 2025, initiated by the new chairman, Cheng Hong, shortly after taking office [4][10]. - The company aims to leverage its supply chain expertise by selling raw materials and their derivatives, marking a significant change in its operational focus [4][11]. Group 2: Management Changes - In a span of three months from March to May 2025, the company underwent significant management changes, including the resignation of the former chairman and the appointment of Cheng Hong as the new chairman and acting general manager [6][7]. - The new management is expected to enhance the company's governance and strategic execution efficiency, as the previous leadership faced challenges leading to the company's first loss in a decade [10][11]. Group 3: Financial Performance - The company's financial performance has shown significant volatility since 2020, with revenue and net profit growth rates declining sharply, particularly in 2023 and 2024 [14][16]. - The gross profit margin has also decreased, remaining below 28% since 2021, compared to a historical average of around 32% [14][16]. - The decline in performance is attributed to various factors, including the impact of the pandemic on offline sales and increased competition in the online market [16][17]. Group 4: Market Competition - The company has lost market share in the snack sector, dropping from 3.7% in 2020 to 1.6% in 2022, as competitors have emerged with more diverse product offerings [17][19]. - The competitive landscape has intensified, with many brands entering the market and adopting similar strategies, making it difficult for the company to maintain its previous positioning [19][20]. Group 5: Challenges in New Product Categories - The introduction of fresh produce as a new product line may not be ideal, as it typically has lower profit margins and higher costs associated with quality control and logistics [21][22]. - The company faces stiff competition in the fresh produce market, with many established players achieving significantly higher sales volumes [22][23]. - The disconnect between the new product categories and the company's core snack offerings may hinder the success of this strategy, as consumer behavior and purchasing contexts differ significantly [24][25].