In 2011, the madness of the liquor industry was infected with me.However, by 2012, the dealers suddenly felt that the market was cold.From the perspective of studying liquor for more than 20 years, I recognize ...
The growth rate of the liquor industry has slowed down the price of wine companies for many years.
"In 2011, the madness of the liquor industry was infected with me. However, in 2012, the dealers suddenly felt that the market was cold. From the perspective of studying liquor for more than 20 years, I think the winter of this industryIt will not be too cold. "The slowdown of the industrys growth industry has become the consensus of the industry. In what direction will the liquor industry develop in the next Friday, in a SaturdayIn the forum organized by "Chishuifang"), Zhong Jie, director of the National Teaching Center and the famous winemaker, gave the above opinions.
In addition, when talking about the development of the liquor market in Jiangsu and Anhui, the industry participants believe that the Jiangsu and Anhui liquor market is relatively closed. Under the impact of foreign liquor brands, the competition in the Jiangsu and Anhui liquor market will be more intense.
Only one thing for wine companies for many years
It is understood that before 2012, the price of liquor in my country has been rising, especially the first -line liquor companies. The price of high -end wine often staged a third -level jump, and it jumped at one level after a period of time. Between -30%.The entire liquor market has shown the situation of first -line liquor prices, the situation of second- and third -tier liquor and rising.This situation reached its peak at the end of last year, and once a liquor company price was once a week, the dealer market was one price at a price of one day.
Among them, Guizhou Moutai can be described as the "leader" of liquor price increases.China
At the end of 2011, Guizhou Maotai took the lead in picked up the price in November. At that time, the market price of 53 degrees Flying Moutai once soared from 958 yuan to 2,280 yuan around the Spring Festival, an increase of about 137%.Coincidentally, Wuliangye, Luzhou Laojiao, Yanghe, Langjiu, Jiannanchun, etc. also opened the banner of price increase.
Zhong Jie said, "Before 2012, the liquor industry could be said to be developing at a high speed, but in the process of development, our wine companies had only one thing, that is, the price increase."
High profit attracts venture capital
The direct effect of the price increase of wine companies is to create a high gross profit margin for wine companies.It is this high gross profit margin that has attracted many well -known enterprises and venture capital to the liquor industry.
Wind data shows that the gross profit margin of the liquor industry by 2011 was as high as 70.64%.In September 2011, Liu Chuanzhi, chairman of Lenovo Holdings, publicly confirmed that Lenovo Holdings will hold Hunan Wuling Wine Industry. In November 2011, Lenovo Holding acquired 87%of the shares of the drunk industry in Chengde, Hebei.In addition, Vivi and Xinghewan Real Estate have been involved in the wine industry.
Similarly, venture capital and funds are not outdone.On November 16, 2011, nearly ten institutions, including Hunan High -tech Venture Capital Group Co., Ltd., jointly invested in the Liuyang River wine industry in Hunan with a strategic investment of 1 billion yuan, holding about 46.53%of the Liuyang River wine industry.In this investment, only one party of Hunan High -tech Venture Capital Group Co., Ltd. took more than 300 million yuan.And the fund is as much as a liquor listed company in the secondary market.
When talking about Lenovo Holdings and other entering the liquor industry, Zhong Jie said, "At present, the liquor industry is no longer an era of improving the companys performance and obtaining high profits through simplicity.Innovation of marketing. "
Development and accumulation of the industry "业 业"
In fact, in recent years, under the circumstances that the liquor industry has developed at the high speed, liquor companies continuous price increase, and layman companies have taken turns, there have been many problems in the liquor industry.The most obvious one is "scattered, small, chaos".
Zhong Jie believes that the growth rate of the liquor industry in 2012 was slowed down by the overall impact of the macroeconomic, and the other was due to the "痼 disease" accumulated by the liquor industry for many years.
"We want to be more and more wine companies now, but our hearts are incomplete. The most important of these is technology and channels. It can be said that our current dealer team has too much to learn."
But Zhong Jie also said that considering the unique position of liquor culture in China, it is called "this winter is not too cold."China
In the secondary market, the adjustment of the liquor sector is still continuing. The research report of the brokerage firm believes that the valuation of the first -line liquor stocks may fall to 15 times PE.
The pressure of competition in the Jiangsu and Anhui industry is high
It is worth mentioning that at the forum last Friday, when talked about the white wine markets of Jiangsu and Anhui in many places such as Beijing, Sichuan and other places, the current price and market of local wine companies in the Jiangsu and Anhui markets still increasedspace.
Chai Jun, the general manager of the early marketing consulting company, serving many well -known wine companies, believes that the markets of Jiangsu and Anhui have a lot of commonality in consumption.Among them, the Anhui liquor market is relatively closed, and the Jiangsu liquor market also uses local liquor as the main consumption object.
"For the price space of the national liquor, there is still room for price increases in the current price of Jiangan Baijiu, and there are many market opportunities. Now it is the question of how local wine companies go out." Chai Jun added that in the future, local wines in the future wineEnterprises, companies with a production scale in about 30 billion will have a relatively large differentiation. Such companies will definitely go out, but once they go out, they will not have brand advantages.
"The Jiangsu and Anhui areas are important markets for liquor. Not only do local companies go out, but also outside companies to come in. In the current market environment, competition will be more intense." Chen Zhenning, general manager of Chishuifang Liquor Group, said.

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