Core Viewpoint - The company is facing a significant decline in performance, with a 49.7% drop in revenue and a 97.72% decrease in net profit for 2024, primarily due to the poor performance of its high-end product line, "Neican Series" [1][5] Group 1: Financial Performance - In 2024, the company's revenue fell to 1.423 billion yuan, and net profit dropped to 12.49 million yuan, marking the lowest levels since 2015 [1] - The "Neican Series" revenue plummeted from 1.157 billion yuan in 2022 to 235 million yuan in 2024, a decline of 67.06%, with gross margin decreasing from 91.63% to 87.71% [1] Group 2: Inventory Issues - Despite claims of over 100% distribution and sales rates, investors are skeptical about the actual inventory reduction, which is reported to be less than 5% [2] - The company maintains high finished goods inventory levels to ensure "reasonable stocking" for sales, reflecting a lack of confidence in the distribution channels [2] Group 3: Distributor Reduction - The number of distributors decreased from 1,774 to 1,336 in 2024, as the company aims to improve distributor quality by eliminating inefficient clients [3] - This strategy has caused short-term channel disruptions but is intended to optimize the distribution structure and focus on core markets [3] Group 4: Strategic Focus - The company is shifting from aggressive national expansion to a "focus strategy," pausing production capacity expansion and reducing SKU by 50% to streamline operations [4] - The focus will be on the Hunan market and select external markets, abandoning low-return areas like Beijing and Shanghai [4] Group 5: Industry Context - The company's challenges reflect broader issues faced by regional liquor companies during a period of industry adjustment, including high-end market difficulties and channel instability [5] - The management's focus strategy aims to establish a stronghold in the Hunan market, where the current market share is approximately 15% [5]

| 场，酒鬼酒在这方面有无布局？ | | --- | | 答:您好，酒鬼酒正在布局小酒产品，满足各消费 | | 人群的需求。 | | 12.2025 年 5 月修订的《党政机关厉行节约反对浪 | | 费条例》明确禁止公务接待用酒，请问酒鬼酒当前政务 | | 消费渠道占比是多少？新规是否会导致经销商信心进 | | 一步受挫？公司在 2025 年规划中，对于当前酒鬼酒营 | | 收下降的问题，特别是对于高端的内参销售，有何破局 | | 之道？ | | 答:您好，公司目前产品销售场景中政务消费的占 | | 比极小，此类政策对公司影响较小。2025 年，公司以 | | "一切为了高质量销售"为核心，提升品牌力、产品力、 | | 渠道力、系统力四方面能力，实现销售质量的提升。品 | | 牌力方面，以"文化+产区"为双核，构筑差异化壁垒， | | 提升品牌张力，强化差异化优势，突出酒鬼酒的产区优 | | 势、香型优势和文化优势。产品力方面，梳理产品价值 | | 链，升级产品矩阵，构建"2+2+2"战略单品体系，即 2 | | 个战略单品（内参、红坛）、2 个重点单品（妙品、透 | | 明装）、2 个馥郁香基础单品（内品、 ...

程军向投资者详解了公司的具体举措。在品牌方面，酒鬼酒以"文化+产区"为双核，构筑差异化壁垒， 提升品牌张力，强化差异化优势，突出酒鬼酒的产区、香型和文化特点。在产品方面，酒鬼酒梳理产品 价值链，升级产品矩阵，构建"2+2+2"战略单品体系，即内参和红坛作为战略单品，妙品和透明装作为 重点单品，内品和湘泉作为馥郁香基础单品。在渠道方面，酒鬼酒对客户实行分类分级管理，建设有效 核心终端24000家。在系统方面，酒鬼酒以"组织协同+数据智能+效率迭代"的底层基建，提升系统支撑 力。 高质量的销售离不开高质量的产品。与会投资者最为关心的是酒鬼酒的先进产能建设情况。对此，酒鬼 酒董事会秘书汤振羽表示："公司正在建设生产三区二期工程，将会根据市场变化调整产能建设进度。 目前，公司已有产能15000吨，生产三区二期工程项目投产后将新增7800吨产能。截至2024年底，公司 基酒库存为46769吨。公司严把产品质量，不同系列的产品采用不同年份的基酒进行制造，为消费者提 供高质价比的产品。" 高质量的销售同样离不开高效率的渠道。与会投资者对公司渠道建设工作也颇为关心。对此，酒鬼酒供 销有限责任公司总经理王恒俊表示："2024年 ...

Core Viewpoint - The company aims to enhance sales quality by focusing on brand strength, product strength, channel strength, and system strength in 2025, with a core strategy of "everything for high-quality sales" [1][4]. Group 1: Sales Strategy - The company has identified that government consumption currently represents a minimal portion of its product sales, indicating that related policies have a limited impact on the company [1]. - The company plans to implement a "2+2+2" strategic product system, which includes two strategic products, two key products, and two basic products, while reducing its SKU by 50% to eliminate low-performing products [1][3]. - The company is focusing on a full-chain layout to drive scale breakthroughs and enhance channel dynamics, with a target of establishing 24,000 effective core terminals [1]. Group 2: Market Dynamics - The high-end liquor market is experiencing a significant decline in demand due to industry weakness, leading to increased competition and price pressure from leading companies [2]. - The company is actively developing small liquor products in response to strong market performance in Hunan [3]. - The company has seen a notable increase in both distribution and sales volumes since the implementation of the BC linkage marketing model, with both metrics exceeding 100% in 2024 [3][4]. Group 3: Product Development - The company is upgrading its "Neican" brand with the launch of the "Neican Jiachen" version, which is expected to support overall sales but will take time to establish [4]. - The company has streamlined its distributor network, focusing on improving the quality of distributors and discontinuing contracts with low-performing ones [4]. Group 4: Future Outlook - The management team is committed to enhancing consumer engagement through increased promotional spending and improving the product value chain, which has already shown positive results in terminal sales [4]. - The company emphasizes the importance of safety, efficiency, innovation, and competitiveness in its operations to drive improvements across all areas [4].

Core Viewpoint - The company, JiuGuiJiu, reported a significant decline in both revenue and net profit for the fiscal year 2024, facing severe challenges in the market [1][2]. Financial Performance - Revenue decreased by 49.7% year-on-year to 1.423 billion yuan, while net profit fell by 97.72% to 12.49 million yuan, marking the lowest profit since 2015 [1]. - The high-end product, Neican, saw a dramatic sales drop of 67.06%, generating only 235 million yuan, down from 1.157 billion yuan in 2022 [2]. - The company experienced a slight profit of 12.49 million yuan for the year, following losses in the third and fourth quarters of 64.53 million yuan and 43.99 million yuan, respectively [2]. Product Performance - The core product, Neican, accounted for only 16.55% of total revenue in 2024, a sharp decline from 25% [2]. - The mid-range product line also faced challenges, with the average price per ton dropping by 5.8% [3]. - The low-end product, Xiangquan, experienced a 7.64% growth, but its gross margin was significantly lower at 56.35% compared to the overall company margin of 71.4% [3]. Market Dynamics - The number of distributors decreased from 1,774 in 2023 to 1,336 in 2024, reversing the growth trend of the previous two years [3]. - The concentration of sales among the top five customers declined, with their share dropping to 26.01% in 2024 from 34.84% in 2023 [3]. Cost Structure - Despite a significant drop in revenue, sales expenses only decreased by 32.96%, leading to an increase in the expense ratio from 32.22% to 42.95% [3]. - Advertising and market service expenses accounted for 71% of total costs, with a notable decline in the return on promotional spending [3]. Strategic Initiatives - The company initiated a marketing reform and promotional cost restructuring to enhance market presence and consumer engagement [4]. - In the first quarter of 2025, the company reported a profit of 31.71 million yuan, indicating a potential recovery [5]. - The company aims to optimize its product structure by reducing SKUs by 50% and focusing on high-quality sales and channel management [6]. Industry Context - In 2024, the total production of major liquor companies in China was 4.145 million kiloliters, a decrease of 1.8%, while sales revenue increased by 5.3% to 796.384 billion yuan [7].