Core Viewpoint - The white liquor market is experiencing a slight price decline ahead of the Dragon Boat Festival, with various products showing different degrees of price drops [1][2]. Price Trends - High-end liquor prices have seen notable changes, with Feitian Moutai's average selling price dropping from 2269 CNY/bottle to 2230.4 CNY/bottle, a decrease of 38.8 CNY/bottle [1]. - The price of Feitian Moutai in retail channels decreased from 2300 CNY/bottle to 2250 CNY/bottle, while prices in the billion subsidy channel fell from 2040 CNY/bottle to 1990 CNY/bottle [1]. - Guojiao 1573's latest average selling price is 946.89 CNY/bottle, down by 29.22 CNY/bottle, primarily due to online channel influences [1][2]. Market Dynamics - In the next tier of pricing, the average selling price of Shui Jing Fang Zhen Niang No. 8 decreased from 357.44 CNY/bottle to 345.22 CNY/bottle, influenced by online sales [2]. - Conversely, the average price of Jin Zhi Xi Jiu increased from 205.56 CNY/bottle to 218.63 CNY/bottle, with significant price hikes observed on platforms like JD and Tmall [2]. - Overall, among 13 popular liquor products surveyed, 9 showed a price decline, while 2 increased and 2 remained stable [2]. Seasonal Trends - May is traditionally a slow sales season for the liquor market, yet it serves as a critical marketing period for brands [4]. - Seven liquor brands launched new products in May, including collaborations and new high-end offerings [4][5]. Product Innovations - Moutai 1935 has expanded its product line, introducing a new 1.935L variant aimed at high-end gifting scenarios [5]. - Other brands, such as Luzhou Laojiao and Jiu Gui Jiu, have also released new products, focusing on cultural attributes and mid-to-high-end market segments [5].

Investment Rating - The report maintains a "Recommended" investment rating for the food and beverage industry [8]. Core Insights - The white liquor sector is experiencing a market sentiment impact due to new regulations on government dining that restrict alcohol service, although the fundamental demand is expected to stabilize during the Dragon Boat Festival [5]. - The report highlights that Kweichow Moutai has the ability to navigate through economic cycles and is focusing on internationalization and youth engagement for long-term growth [5]. - The overall valuation of the liquor sector is considered low, with many companies engaging in stock buybacks and increasing dividends, indicating potential for capital inflow [5]. - In the mass consumer goods sector, companies like Anjuke Foods and Three Squirrels are shifting towards product-driven strategies and expanding their product lines, indicating strong growth potential [6][7]. Summary by Sections Industry News - Guizhou announced a 660 million yuan investment project in the liquor sector [16]. - The industrial added value of Guizhou's liquor and tea industry grew by 4.7% from January to April [16]. - Wine imports increased by over 26% in the same period [16]. Company News - Kweichow Moutai launched a new product, a 1.935L Moutai 1935 [16]. - Other companies like Shanxi Fenjiu and Yanghe are focusing on market expansion and addressing development challenges [16]. Key Company Feedback - The report provides earnings forecasts for key companies, with several companies like Luzhou Laojiao and Gujing Gongjiu receiving "Buy" ratings based on their earnings per share (EPS) and price-to-earnings (PE) ratios [9]. Industry Performance - The food and beverage sector has shown varied performance, with the liquor segment facing a slight decline in sentiment due to regulatory changes, while mass consumer goods are recovering [3][5]. Core Data Trends - The white liquor industry reported a cumulative production of 4.145 million tons in 2024, a decrease of 7.72% year-on-year, while revenue for the industry reached 756.3 billion yuan, an increase of 9.7% [34]. - The seasoning industry has seen significant growth, with the market size increasing from 259.5 billion yuan in 2014 to 592.3 billion yuan in 2023, reflecting a CAGR of 9.6% [38].