近期，茅台、五粮液、汾酒、洋河、泸州老窖、古井贡酒等头部上市酒企相继召开了2024年度业绩说明 会。 综合来看，TOP6上市酒企通过业绩说明会，不仅披露了企业自身的经营状况，更勾勒出行业变革图 谱。当头部酒企集体切换至低速发展模式，这一结构性变化将如何影响行业走势?而它们的一系列战略 调整，又将为中小酒企带来哪些发展启示? 毋庸讳言，在外部经济环境冲击、消费市场转型、行业存量调整等多重因素影响下，降速发展已成为整 个白酒行业不争的事实。而这，在TOP6上市酒企的财报中体现得较为明显。 数据显示，今年一季度，TOP6上市酒企业绩增速显著放缓。其中，茅台、古井贡酒营收、净利润虽维 持两位数增长，但同比增速明显回落;五粮液、汾酒、泸州老窖三家酒企营收与净利润增速均降至个位 数区间;洋河业绩下滑最为严重，营收与净利润同比降幅双双超过30%。 而另一组数据也进一步凸显了当前形势的严峻性。根据日前国家统计局统计结果，2025年1-4月，全国 规模以上白酒企业累计白酒产量为130.8万千升，同比减少7.8%。若后续不能有效扭转生产颓势，行业 将迎来连续第八个年度产量下滑。 中国酒业协会日前发布的数据显示，今年一季度，全国规 ...

2025 年 05 月 07 日 Q1 略超预期，期待渠道改革成效 买入(维持) 事件 | 分析师：孙山山 | S1050521110005 | | --- | --- | | sunss@cfsc.com.cn | | | 联系人：肖燕南 | S1050123060024 | | xiaoyn@cfsc.com.cn | | | 基本数据 | 2025-05-06 | | --- | --- | | 当前股价（元） | 129.49 | | 总市值（亿元） | 5026 | | 总股本（百万股） | 3882 | | 流通股本（百万股） | 3881 | | 52 周价格范围（元） | 107.69-164.05 | | 日均成交额（百万元） | 2933.66 | 市场表现 资料来源：Wind，华鑫证券研究 -40 -30 -20 -10 0 10 20 (%) 五粮液 沪深300 相关研究 1、《五粮液（000858）：营销执行 提升年，稳定压倒一切》2024-12- 19 2、《五粮液（000858）：浓香龙头 迎复兴，酒业大王向前看》2024- 12-06 3、《五粮液（000858）：发布中期 利 ...

2025 年 05 月 07 日 Q1 略超预期，期待渠道改革成效 买入(维持) 事件 | 分析师：孙山山 | S1050521110005 | | --- | --- | | sunss@cfsc.com.cn | | | 联系人：肖燕南 | S1050123060024 | | xiaoyn@cfsc.com.cn | | | 基本数据 | 2025-05-06 | | --- | --- | | 当前股价（元） | 129.49 | | 总市值（亿元） | 5026 | | 总股本（百万股） | 3882 | | 流通股本（百万股） | 3881 | | 52 周价格范围（元） | 107.69-164.05 | | 日均成交额（百万元） | 2933.66 | 市场表现 -40 -30 -20 -10 0 10 20 (%) 五粮液 沪深300 资料来源：Wind，华鑫证券研究 相关研究 1、《五粮液（000858）：营销执行 提升年，稳定压倒一切》2024-12- 19 2、《五粮液（000858）：浓香龙头 迎复兴，酒业大王向前看》2024- 12-06 3、《五粮液（000858）：发布中期 利 ...

2025年5月4日，五粮液发布2024年年报。报告显示，公司实现营业总收入891.75亿元，同比增长 7.09%；归属于上市公司股东的净利润为318.53亿元，同比增长5.44%。尽管公司整体业绩保持增长，但 净利润增速明显放缓，创下近年来新低。五粮液作为中国白酒行业的龙头企业，其核心产品"五粮液 酒"依然是市场的主导力量，但面对行业深度调整和市场竞争加剧，公司未来的增长压力不容忽视。 未来展望：增长压力加大，需应对行业调整 五粮液在2024年年报中表示，公司将继续聚焦提质增效、优化布局、深化改革，力争在2025年实现稳健 增长。然而，面对白酒行业的深度调整和市场竞争的加剧，五粮液的未来增长压力不容忽视。2024年， 公司净利润增速创下近年来新低，且销售费用大幅增加，显示出公司在市场推广和渠道建设上的投入并 未带来预期的业绩提升。 此外，五粮液的合同负债在2024年末达到116.9亿元，同比增长70.3%，显示出公司在2025年一季度有一 定的业绩储备。但如何在行业调整期保持市场份额和盈利能力，将是五粮液未来面临的主要挑战。公司 需要在品牌创新、渠道优化和成本控制上找到新的平衡点，以应对日益复杂的市场环境。 ...

Core Insights - Wuliangye reported a revenue of 89.175 billion yuan for 2024, a year-on-year increase of 7.09%, and a net profit of 31.853 billion yuan, up 5.44% year-on-year, marking ten consecutive years of steady growth in revenue and net profit [1] - The company achieved a record high gross margin of over 77% in 2024, reflecting its resilience in a challenging industry environment [5] - Wuliangye's marketing strategy for 2025 focuses on enhancing brand value and market share, with significant restructuring of its marketing system and channel innovations [9] Financial Performance - In Q1 2025, Wuliangye achieved 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% year-on-year [2] - For 2024, the main brand generated revenue of 67.875 billion yuan, an 8.07% increase, while the Wuliang fragrant series and other products contributed 15.251 billion yuan, up 11.79% [3] - The direct sales channel saw a revenue increase of 12.89%, reaching 34.389 billion yuan, with its share of total revenue exceeding 41% [3] Channel Development - Wuliangye expanded its distribution network significantly, adding 16,000 core terminals and enhancing its direct sales channel with new stores and upgraded outlets [4] - The company’s revenue from traditional channels grew by nearly 6%, with the eastern and southern regions being the main contributors [3] Strategic Initiatives - Wuliangye emphasized a balanced approach to volume and price, launching new products and enhancing its product matrix to maintain its leading position in the premium price segment [6] - The company’s marketing activities included participation in major events and collaborations with popular media, significantly increasing brand exposure [7] Management and Governance - Wuliangye's management team is undergoing a youth-oriented transformation, with new appointments aimed at enhancing cohesion and operational effectiveness [8] - The company plans to implement a deep transformation of its sales system to improve decision-making efficiency and market responsiveness [9] Shareholder Returns - Wuliangye announced a record dividend of 22.3 billion yuan for 2024, with a payout ratio increasing to 70%, reflecting its commitment to shareholder returns [11] - The company’s major shareholder plans to increase its stake by investing an additional 500 million to 1 billion yuan, signaling confidence in Wuliangye's investment value [12]

Core Viewpoint - Wuliangye reported its 2024 annual and 2025 Q1 financial results, showing a steady growth in revenue and net profit, indicating a robust operational strategy despite a competitive market environment [1][2][3] Financial Performance - In 2024, Wuliangye achieved a revenue of 89.175 billion yuan, a year-on-year increase of 7.09%, and a net profit attributable to shareholders of 31.853 billion yuan, up 5.44% [1] - For Q1 2025, the company reported a revenue of 36.94 billion yuan, reflecting a 6.05% year-on-year growth, with a net profit of 14.86 billion yuan, increasing by 5.8% [1][6] - The gross profit margin for liquor products exceeded 82% in 2024, marking a continuous increase since 2016, with Wuliangye's product gross margin reaching 87% [1][3] Product and Market Strategy - Wuliangye optimized its product system in 2024, focusing on a balanced pricing strategy and launching new products to meet diverse consumer needs [3] - The company reported a significant increase in sales volume, with liquor products achieving a total sales volume of 162,000 tons and an average price of approximately 513,200 yuan per ton [3] - The revenue from series liquor products reached 15.251 billion yuan, a year-on-year increase of 11.79% [3] Channel Development - Wuliangye emphasized enhancing its distribution channels, achieving a 12.89% year-on-year growth in direct sales channels, which now account for about 40% of total revenue [4] - The company added 16,000 core terminal points and 138 new specialty stores, optimizing its traditional channel structure [4] Contract Liabilities and Cash Flow - As of the end of 2024, Wuliangye's contract liabilities reached 11.69 billion yuan, a year-on-year increase of 70.3%, indicating strong market confidence [5][7] - The company reported a cash flow of 138.55 billion yuan and a significant increase in contract liabilities, both reaching historical highs [7] Shareholder Returns - Wuliangye announced a total cash dividend of 22.301 billion yuan for 2024, with a dividend payout ratio of 70%, the highest in recent years [7]