I. Overview
(A) the overall operating conditions
During the reporting period, the company achieved operating income of 9.52 billion yuan, up by 65,438+0.3.12% year-on-year; The net profit attributable to shareholders of listed companies was 548 million yuan, a year-on-year decrease of 65,438+05.36%. Among them, the operating income of liquor industry was 6.466 billion yuan, down 2.89% year-on-year; The operating income of the pork industry was 2.664 billion yuan, up 80.32% year-on-year. In terms of revenue scale, liquor industry and pork industry are the two largest business segments of the company, accounting for 67.92% and 27.98% of the company's total operating income respectively.
(2) Industrial management
1. Liquor industry
During the reporting period, the company's liquor closely focused on the "Fourth Five-Year Plan" strategic deployment, implemented the overall marketing idea of "deep layout, structural adjustment, and model building", adhered to market orientation, took "Niulanshan" as the driving force, actively promoted the innovation of marketing mechanism, enhanced the ability of marketing team, strengthened the management of terminal construction, and further deepened the national market layout.
In the second half of the year, the company's liquor business started from three aspects: building three strategic regions, cultivating "1+4+N" model market and exploring digital marketing to promote the high-quality development of Niujiu. First, build three strategic regions: Beijing-Tianjin-Hebei, Yangtze River Delta and Pearl River Delta; Second, focus on cultivating multi-core cities with Beijing as the center, such as Nanjing, Changchun, Dongguan and Suzhou, and many future foreign model joint markets will be multi-point standardized and standardized model joint markets; Third, online and offline simultaneously, online digital marketing and offline experiential marketing are organically combined to meet consumers' emotional demands for perception and experience, add temperature to digitalization and precipitate brand fans.
2. Pork industry
According to the National Bureau of Statistics, from June to June 2020, there were 340 million live pigs in China, down 2.2% year-on-year. 25 1 100 million heads, down19.9% year-on-year; The output of pork was 6.5438+0.998 million tons, down 654.38+0.9.1%year-on-year. Affected by COVID-19 epidemic, African swine fever epidemic and cyclical factors, the stock of live pigs and fertile sows continued to decline, and the market supply tightened in stages; At the same time, the normalization of African swine fever epidemic will accelerate the withdrawal of free-range households.
Optimize the stock management of pig breeding industry and steadily promote the base construction. Combined with the advantages and conditions of the stock resources of the pig breeding sector, the company has implemented closed management of all livestock farms, increased the disinfection control measures of seven major streams, including people flow, vehicle flow, logistics, pig flow, biological media flow, feed flow and sewage flow, strictly guard against death, continuously upgrade the biosafety prevention and control system of livestock farms, and strengthen the prevention and control of African swine fever. The project of binary breeding pig and commercial pig farm in Hanzhong, Shaanxi Province has been basically completed, and the construction projects of breeding pig and commercial pig original breeding farm and breeding demonstration farm in the United States are being carried out in an orderly manner, which is further away from realizing the integration of "breeding pig breeding, pig breeding, slaughtering and processing, and brand pork sales" and forming the industrial pattern of producing and selling Shunxin agricultural pig brand products in Hanzhong area.
Strategic adjustment and positive layout of fresh food industry. Affected by the COVID-19 epidemic, the sales of wholesale markets for farmers, schools and restaurants decreased, while the sales of large supermarket chains and online e-commerce increased. Based on the change of external market environment, the company quickly adjusted its strategy and actively cooperated with "self-operated stores in JD.COM". COM ","Meituan "and" Daily Fresh Food ",and the distribution of terminal sales channels such as Beijing Daoxiang Village and Pengcheng Specialty Store will further expand market share and brand influence. Fresh sales have made great progress in the context of declining sales in the industry.
3. Other industries
During the reporting period, the regulation of the real estate industry continued to deepen, and the characteristics of different regional policies and market differentiation were obvious. The company's real estate business has accelerated the sales progress, but the overall performance is still under pressure in the short term. At present, the company's main sales projects are: Beijing Yihe Tianjing Project (1), Hainan Fuhai Jiayuan Project and Baotou Wangchaoyuan Project. The company strictly controls the project cost and schedule, strengthens advertising and channel expansion, and strives to promote inventory destocking.
Three. Analysis of core competitiveness During the reporting period, there was no significant change in the company's core competitiveness. (1) Liquor brewing and sales 1. Brand and cultural advantage brand is one of the core competitive factors in liquor industry, which relies on historical inheritance and is scarce. As the representative of Beijing liquor, Erguotou has a history of more than 800 years. According to the records of Shunyi County in the Republic of China: "There are more than 100 workers in Niulanshan Town (employed by eleven cooking pots in the province), and the wine brewed is a specialty of Beiping and sold to neighboring counties or Shi Ping, which is very popular, especially Niulanshan's wine." Niulanshan Winery, a subsidiary of the company, is the first Chinese time-honored enterprise to put forward the concept of "inheritance chain", and held the "century-old inheritance of Beijing wine pulse" for the first time and met with its master. It is also the first liquor enterprise to incorporate the technological standard-"Erguotou Standard" into the national standard, and its "Beijing Niulanshan Erguotou Liquor Brewing Technology", as a representative of the traditional brewing technology of Beijing Erguotou Liquor, has also been included in the national intangible cultural heritage list. Niulanshan's ingenuity of striving for perfection and constantly surpassing ensures that the brand appeal of "authentic Erguotou, authentic Beijing flavor" is deeply rooted in people's hearts, becoming the representative of Erguotou category and the people-friendly brand in people's minds, and also the "business card" representing Beijing's regional culture. Beijing Shunyi, where Niulanshan Winery is located, won the title of "World Famous Wine Producing Area", and the brand and culture with Niulanshan characteristics were further recognized. 2. Market and channel advantages According to the actual development, the company strengthens the management of terminal construction, strives to improve the quality of marketing teams, establishes a nationwide marketing service network system, comprehensively strengthens market management, and enhances marketing service capabilities. The company has always practiced the humanistic marketing concept of "harmonious * * * cooperation * * * win-win", which has comprehensively enhanced the confidence and loyalty of the majority of dealers to the "Niulanshan" brand. The company has always adhered to the marketing idea of "deep layout, structural adjustment and model building", and the process of nationalization has been further promoted, and the effect of model market construction has appeared. The markets in Nanjing, Changchun, Dongguan and Suzhou have begun to take shape. 3. Advantages of technology and talents Relying on the scientific research advantages of the first "postdoctoral research center" in Beijing liquor industry, the company actively cooperated with foreign countries in Industry-University-Research, which greatly improved the scientific research strength of the company. Niulanshan has been adhering to the spirit of ingenuity, relying on scientific research and development to deeply understand and master the flavor of Niujiu, forming the style of Niujiu, and making science and technology a national good wine. In 20 19, Niulanshan set up an academician workstation after the postdoctoral workstation. Two academicians are welcome to settle in and carry out research work around biological fermentation and flavor technology, which will inject new scientific research strength and technology into the winery. (2) Breeding pigs, pig breeding, slaughtering and meat processing 1. Pengcheng Food, a subsidiary of Brand Advantage Company, has the largest safe pork production base in Beijing and a perfect food safety guarantee system. It is the Beijing Olympic Games, Youth Olympic Games, APEC International Conference, National People's Congress, Beijing Municipal People's Congress, the Second Belt and Road International Cooperation Summit Forum, Asian Civilization Dialogue Conference, Africa Forum, and 2065438. The company won the title of "CPICP Benchmark Agriculture, Animal Husbandry and Food Enterprise", "Top Ten Cold and Fresh Pork Producers in China" and "Top Ten Pig Industry Chain in China". Its product brand "Pengcheng" has won more than 100 honors, such as Brand Pork Award, 5A Grade High Quality Pork Award, National Best-selling Brand of "Three Green Projects" and China Industry Leading Brand Award. It has great influence and high popularity in Beijing market, and its products are famous for their high quality. 2. Advantages of the whole industrial chain The pork industry of the company has formed a whole industrial chain of "breeding pigs-pig breeding-slaughtering and processing-deep processing of meat products-cold chain logistics and distribution". On the one hand, it has obvious competitive advantages in food safety, disease prevention and control, cost control, resource allocation and standardization, large-scale and intensive production; On the other hand, in the face of the "pig cycle", the entire industrial chain can be flexibly adjusted according to market conditions to effectively cope with the risks brought by market price fluctuations. All links in the whole industrial chain have benign interaction, deep integration and coordinated development. 3. In terms of technical advantages in pig breeding, the Xiaodian pig farm owned by the company was established in 1978. It is one of the earliest enterprises engaged in breeding pigs and introducing excellent varieties from abroad in China. It is the "National Pig Core Breeding Farm" and "National Key Breeding Farm", and it has also become an important base for scientific research and breeding of breeding pigs in China. In order to improve the quality of breeding pigs, the company has established long-term partnership with China Agricultural University and China Academy of Agricultural Sciences, carried out research on breeding technology, feeding management and nutrition of breeding pigs, and applied the research results to the daily production of pig farms, realizing the organic transformation of scientific and technological achievements into productivity in an all-round way. The company also adopts advanced breeding methods and computer software at home and abroad to scientifically select breeding pigs, and all performance data management, breeding pig evaluation and file management are computerized. At the same time, it is the first in China to apply molecular genetics gene technology to breeding pigs, which greatly improves the production performance of breeding pigs. In the first half of 2020, the company actively promoted the transformation of scientific and technological achievements, and jointly completed the declaration of the National Science and Technology Innovation Award "Research and Industrialization of Raw Meat Digital Storage Cold Chain Logistics and Precision Loss Preservation Technology" with China Academy of Agricultural Sciences; Four innovative achievements, such as "Research on Key Technologies of Aerospace Meat Processing", won the first prize, 1 the title of "Innovation Studio".