Kweichow Moutai took the lead in announcing the annual results in 2022. From June to February, 2022, the company achieved double growth in revenue and net profit, and the growth rate remained at around 20%. Subsequently, Shanxi Fenjiu, Shede Liquor, Jiugui Liquor, Jin Shiyuan, Laobaigan, etc. All the transcripts have been produced, and the overall performance is generally in positive growth.
In addition, the 20021performance forecast or performance report of various wine enterprises has also been released one after another. From the performance point of view, leading enterprises are still strong, strong regional wine industry is catching up, and industry differentiation is further widened.
LU ZHOU LAO JIAO CO.,LTD joint-stock company's annual revenue exceeded 20 billion yuan; Wuliangye's revenue and net profit achieved double-digit steady growth; The regional wine enterprise Kouzijiao Station has reached the 5 billion yuan mark; Gold seed wine and Huangtai wine industry are expected to lose money.
The 2022 annual results were released.
Kweichow Moutai's financial report shows that the company achieved a total revenue of about 20.2 billion yuan in the first two months of 2022, a year-on-year increase of about 20%; The net profit was about 654.38+002 billion yuan, a year-on-year increase of about 20%.
"During the Spring Festival, the sales momentum of the company's products improved and the market showed a brisk sales trend. Successfully achieved a good start. " Kweichow Moutai stated this in the announcement.
Subsequently, Shanxi Fenjiu, which entered the fast lane of development in recent years, also released operating data. Thanks to the brand potential and the substantial growth of high-end products such as blue-and-white Fenjiu series, Shanxi Fenjiu achieved the best level in history in early 2022. The announcement shows that the company expects to achieve a total operating income of more than 7.4 billion yuan in June and February 2022, an increase of more than 35% year-on-year; It is estimated that the net profit will exceed 2.7 billion yuan, with a year-on-year growth rate of over 50%.
Cai said that first-line famous wine enterprises still have high brand barriers, and both quantity and profit are in a trend of continuous strength. Regional wine enterprises are also rising and breaking through. Some regional wine enterprises have gained a place in the market competition after implementing a series of "going out", high-end and differentiated styles of play.
In the first quarter of 2022, Shede Liquor Industry, which is taking advantage of the old wine boom, is expected to have a net profit of 460 million to 560 million yuan, a year-on-year increase of 52% to 85%; Operating income increased by about 80% compared with the same period of last year, and operating performance increased significantly compared with the same period of last year.
From June to February, 2022, the operation of alcoholic liquor was overfulfilled. According to the announcement, the company expects to achieve revenue of about 654.38+04 billion yuan in June and February, an increase of about 654.38+020% year-on-year; It is estimated that the net profit will be about 465 million yuan, up about 130% year-on-year, far exceeding 202 1 in the first quarter. Like Shanxi Fenjiu, this is also the best achievement in the history of alcoholic liquor.
This achievement benefits from the two "weapons" of alcoholic liquor. First, the company continues to promote high-end From the perspective of product structure, the main products of Jiugui Liquor include three series of products: "internal reference", "Fenjiu" and "Xiangquan", and the main income comes from Fenjiu series and high-end internal reference series.
The second is the continuous penetration of the market. Jiugui Liquor, a regional liquor enterprise, is constantly deepening its layout in the market competition. Jiugui Liquor revealed that the company is based in Hunan, and its market layout has expanded from North China to key areas such as East China, South China, Southwest China and Northwest China. At present, hundreds of billions of markets have been built in Jiangsu, Anhui and other places.
Cai said that due to the impact of the big environment, the liquor capital market fluctuated greatly, and the overall growth rate of the liquor industry in China slowed down. At this time, major listed wine companies announce their monthly operating conditions, and generally favorable indicators can stabilize the confidence of the market and basic channels to a certain extent. In particular, the good performance of head liquor enterprises can boost the confidence of the consumer market, send a signal that the fundamentals of liquor are still good, and even send a message that the consumer market of famous liquor is still improving for a long time.
Under the competition in the stock market, the potential energy of famous wines will be further enhanced, and some non-famous wines and wine enterprises with low product structure will encounter greater challenges.
"Although the opening performance of 2022 is generally good, because the Spring Festival is the peak season for consumption, the performance basically benefits from the sales during the Spring Festival. Not all wine companies are like this. It can be seen that the current famous wine companies are basically in the forefront. The liquor industry is seriously divided, and the future will be a situation in which the strong are strong and the weak are weaker. " Yang Chengping, an expert in liquor industry, said.
Wine enterprises enter the era of refinement
It can be seen that the word "refinement" has been mentioned in many institutions or brokers' market research on the development trend of liquor industry.
For example, the research report issued by Guolian Securities said that the channels of liquor enterprises are flat, refined and online, and some liquor enterprises have continuously optimized their channel models in light of their own development stages and characteristics, thus accumulating profound competitive advantages. Heiner, a liquor consulting company, pointed out that the future development trend of liquor channels is digital channels, refined operations and multi-scene integration online and offline.
It is worth noting that no matter what channel mode, wine enterprises are gradually strengthening the right to speak in the channel and realizing the fine regulation of the channel.
"With the escalation of market competition, the management of liquor enterprises will inevitably become more and more refined. First of all, management is becoming more and more refined, and personnel organization will be more refined. In the past, personnel management was extensive. For example, one person may manage many dealers, and now there is a special person in charge of the dealers, and even the dealers are included in the scope of enterprise management. This is a concrete manifestation of refinement. " Yang Chengping said that the other is the refinement of channels. Now manufacturers have incorporated every subdivision channel into enterprise management. The content that was previously the responsibility of dealers is now more detailed and detailed in order to better control the market.
It is worth noting that the actions of head enterprises are the most eye-catching.
In recent years, Kweichow Moutai has attached great importance to the development of direct sales channels and promoted the flattening of channels. On 20/0/9, Kloc started the group buying business, and at the same time, opened up shopping malls, e-commerce, airports, high-speed railway station and other channels, and established a group marketing company in May of the same year. On the other hand, some dealer qualifications have been cancelled, and stores, special dealers and general dealers will not be added for a period of time.
Previously, Wuliangye was also gradually promoting the flattening of channels.
In recent years, Wuliangye has made great efforts to increase its ability to control channels, improve its distributor structure, strengthen digital management, introduce control and profit sharing, and gradually turn to a small business model.
LU ZHOU LAO JIAO CO.,LTD, which has just entered the 20 billion revenue camp, has also moved from option mode to brand franchise mode in recent years, focusing on major items, strengthening terminal management and control, and realizing the strategy of collecting major items.
In addition, many liquor companies, including Yanghe's "one business is the main business, with many businesses as the auxiliary", the establishment of an alcoholic liquor internal reference sales franchise company and Fang Shuijing's "new total generation model", are carrying out channel reform in their own way, with a view to achieving more control over the channels and deepening the market finely.
Cai said that the refinement of liquor enterprises such as Wuliangye, LU ZHOU LAO JIAO CO.,LTD and Yanghe, which have been nationalized, has further sunk in the stock market, making the core market more refined in operation and more accurate in consumer public relations. For market control ability, channel control ability is stronger.
Start a brand war
While the industry as a whole continues to maintain high-quality development, the upsurge of sub-categories is also continuing, and the sauce and wine track is already hot. According to Xinhua News, in the just-concluded Guangzhou Spring Wine Show in 2022, among nearly 100 exhibitors, "Maotai-flavor wine" accounted for about 70%.
The popularity is also reflected in the performance of related sauce wine enterprises. In addition to Maotai, public information shows that the revenue of Xijiu, Qinghualang and Guotai Liquor has exceeded 10 billion.
The industry is about to enter the "brand period". The whole picture sauce studio believes that from 2022 to 2027, sauce wine will shift from category expansion to brand competition, which is the era when brand enterprises harvest non-brand enterprises and large enterprises harvest the market share of small and medium-sized enterprises. During this period, the number of Maotai-flavor wine enterprises will decrease rapidly, the brand camp form of Maotai-flavor wine will gradually become clear, and the brands and prices will gradually rank in turn.
Not only sauce wine enterprises, but also "brand" in 2022 is the goal pursued by many enterprises. Take Jin Shiyuan as an example. In its marketing strategy in 2022, it mentioned key words such as "enhancing brand confidence" and "Jin Shiyuan brand activation war".
In the Opinions on Promoting the High-quality Development of Anhui Liquor Industry, Anhui Province even mentioned the contents of "remolding the brand of Anhui Liquor" and "building a cluster development system of Anhui Liquor Industry with strong brand, excellent quality, many varieties and enhancing the brand influence of Anhui Liquor in the whole country".
Yang Chengping believes that brands are very important for wine companies. Because liquor has cultural and social attributes, it requires higher brand power of liquor. But being a brand is not an overnight thing, and it needs long-term persistence. From the brand point of view, it is necessary to accumulate a lot of money, tap deeper and more connotations of the brand, and then empower the products, so that the brand will have stronger tension.
"The brand development of China liquor must be cultural attribute and producing area attribute. China liquor, as a product of people's livelihood and civil society in China, has a certain cultural representation, while China has a vast territory, rich resources and different cultures. For example, Xiangxi culture represented by Jiugui Liquor, Suzhou wine culture represented by Yanghe, and Sichuan wine culture represented by Wuliangye all have regional characteristics, which leads to obvious regional characteristics of enterprises. Under the obvious characteristic culture, there is another concept of origin. The brand culture of China liquor must develop in two directions: brand history and culture and quality culture of producing areas. " Cai said.
Cai said that in theory, liquor production capacity has been surplus, but the production of major famous wines is still expanding. In fact, they are expanding their production capacity, cultural production capacity and high-end wine production capacity. In the future, famous wines with double endorsements of historical culture and producing area culture will have a better and better development momentum, and the differentiation of liquor industry will be further widened.