百果园集团二零二四年中期报告

2024中期报告 2024INTERIMREPORT 目录CONTENTS 公司介绍CompanyIntroduction2 公司资料CorporateInformation4 释义Definitions8 表现回顾及展望PerformanceReviewandOutlook13 管理层讨论及分析ManagementDiscussionandAnalysis24 企业管治及其他资料CorporateGovernanceandOtherInformation42 中期财务资料的审阅报告ReportonReviewofInterimFinancial52 Information 中期简明综合损益表InterimCondensedConsolidatedStatementof54 ProfitorLoss 中期简明综合全面收益表InterimCondensedConsolidatedStatementof55 ComprehensiveIncome 中期简明综合财务状况表InterimCondensedConsolidatedStatementof56 FinancialPosition 中期简明综合权益变动表InterimCondensedConsolidatedStatementof58 ChangesinEquity 中期简明综合现金流量表InterimCondensedConsolidatedStatementof59 CashFlows 中期简明综合财务资料附注NotestotheInterimCondensedConsolidated61 FinancialInformation 2 深圳百果园实业（集团）股份有限公司 ShenzhenPagodaIndustrial(Group)CorporationLimited 公司介绍 COMPANYINTRODUCTION 概览 我们是中国最大的水果零售经销商，连续十年（二零一四年－二零二三年）全国水果连锁门店销售额第一，已经建成一个全国性的贴近社区，店仓一体的及在线线下一体化的水果专营零售网络。当前，国内消费增速放缓，消费者消费意愿偏弱但又在积极追求具有高情绪价值及高性价比的消费品类。因此，消费者对于水果消费的趋势呈现更为多元化、个性化等特点。为应对复杂多元的消费环境，二零二四年初我们开始实施“高质量水果专家与领导者”新战略，且各事业群以“立足品牌优势，成为质量首选”为目标，着重开展三大战役，即品牌焕新战、招牌果引领战和礼品战。 二零二四年上半年，零售事业群更加聚焦高质量发展，重点强化品牌塑造以及优化加盟商生态。我们对近6,000家加盟门店进行了全面换新升级，以提升消费者对我们的品牌认知度。我们亦积极布局小红书、抖音等新兴电商渠道，并通过一系列在线线下品效结合的营销活动，提升品牌曝光度，促进产品销售。为提升加盟商盈利能力，我们持续推进“运营铁军”帮扶、标竿店打造、数智化系统支持等多项措施。此外，我们通过拓展“健康果礼”渗透多元消费场景。二零二四年上半年，我们的礼品销售额占门店总销售额的比例提升至13.0%。 OVERVIEW WearethelargestfruitretailoperatorinChinaaswehavebeenrankingNo.1intermsofsalesoffruitchainstoresinChinafortenconsecutiveyears(2014-2023),andwehavebuiltanationwidecommunity-basedfruitspecialtyretailnetworkwithstore-as-warehouseandOMOfeatures.Atpresent,thegrowthrateofdomesticconsumptionhassloweddown,andconsumers’consumptionwillingnessisweak,andyet,theyareactivelypursuingconsumergoodswithhighemotionalvalueandwhicharecost-effective.Therefore,thefruitconsumptiontrendofconsumersdemonstratedthecharacteristicsofdiversificationandpersonalization.Inordertocopewiththecomplexanddiversifiedconsumptionenvironment,westartedimplementingthenewstrategyof“expertandleaderinhigh-qualityfruitindustry(高品质水果专家与领导者)”atthebeginningof2024,andeachbusinessunitfocusedonthreemajorbattles,namelybrandrenewalcampaign,excellent-gradefruitsleadingcampaignandgiftcampaign,withthegoalof“buildingonbrandstrengthsandbecomingthefirstchoiceofquality”. Inthefirsthalfof2024,theretailbusinessunitfocusedmoreonhigh-qualitydevelopmentwithanemphasisonstrengtheningbrandbuildingandoptimizingthefranchiseeecosystem.Weimplementedacomprehensiveupgradeinnearly6,000franchisedstorestoenhanceconsumers’brandawarenessofourproducts.Wealsoproactivelydeployedemerginge-commercechannelssuchasREDandDouyin,andadoptedaseriesofmarketingactivitieslinkingonlineandofflinechannelsintegratingbrandbuildingandperformance,soastoimproveourbrandexposureandpromotethesalesofourproducts.Inordertoimprovetheprofitabilityoffranchisees,wecontinuedtopromoteanumberofmeasures,includingtheassistancefrom“operationsinvinciblearmy(运营铁军)”,theset-upofabenchmarkstore,andthesupportofdigitalandintelligentsystem.Inaddition,wepenetratedintodiversifiedconsumptionscenariosbyexpandingthe“healthyfruitgift”.Inthefirsthalfof2024,thepercentageofthesalesoffruitgiftboxesoutofourtotalstoresalesincreasedto13.0%. 3 二零二四年中报 InterimReport2024 公司介绍 COMPANYINTRODUCTION 受益于国内及海外市场的客户基础和产品品类不断拓展，我们的2B事业群在二零二四年上半年依然保持稳步增长态势，较上年同比增长约30.0%。深圳般果亦进一步拓展市场份额，二零二四年上半年的总商品交易额达到人民币1,469.7百万元。 自二零二四年以来，我们集中品牌资源推广招牌果品，于二零二四年四月及七月分别举办两场招牌果发布会，进一步强化消费者对招牌果的认知，凸显我们的差异化优势。截至二零二四年六月三十日，我们已成功向市场推出42个品类品牌，该等品类品牌的销售额占我们门店总销售额约16.0%。 我们的战略 我们的战略是成为高品质水果专家与领导者。 我们的愿景 我们的愿景是成为全球领先的果业生态科技型公司。 我们的使命 我们的使命是让天下人享受水果好生活。 我们的核心价值观 我们的核心价值观是良知、信任、利他、创新、成果。良知是指我们在发展过程中，要有正确的观念并心怀善意；信任是指我们对加盟商、供应商、消费者及员工等合作伙伴要充分信任；利他是我们的行动指南，在做任何事的时候都要考虑到他人的利益；创新伴随我们出生、见证我们成长，是支撑我们未来发展的动力之源；成果是指我们任何事情都要重视产出，通过成果优化过程。 Benefitingfromthecontinuousexpansionofcustomerbaseandproductofferingsinthedomesticandoverseasmarkets,our2Bbusinessunitcontinuedtomaintainasteadyupwardtrendinthefirsthalfof2024,representingayear-on-yearincreaseofapproximately30.0%.ShenzhenBanguoalsofurtherexpandeditsmarketshare,withthegrossmerchandisevalue(GMV)ofRMB1,469.7millioninthefirsthalfof2024. Since2024,wehavingbeenconcentratingourbrandresourcesonpromotingourExcellentfruits.WeheldtwoExcellentfruitspressconferencesinAprilandJuly,2024,respectively,whichfurtherenhancedconsumers’awarenessofExcellentfruitsandhighlightedourdifferentiatedadvantages.AsofJune30,2024,wehadsuccessfullyintroduced42categorybrandstothemarket,andthesalesofsuchbrandsaccountedforapproximately16.0%ofourtotalstoresales. OURSTRATEGY Ourstrategyistobeanexpertandleaderinhigh-qualityfruitindustry. OURVISION Ourvisionistobecomeaworld-leadingfruiteco-technologycompany. OURMISSION Ourmissionistoofferdeliciousfruitsandenjoyablelifestyletopeople. OURCOREVALUES Ourcorevaluesareconscience,trust,altruism,innovation,andresults.Consciencemeansthatweshouldhavecorrectconceptsandgoodwillindevelopment;trustmeansthatweshouldfullytrustpartnersincludingourfranchisees,suppliers,consumersandemployees;altruismisaguidetoouraction,andweshouldtakeintoaccount