In the second half of this year, Guizhou alcohol suddenly broke into the field of vision of everyone and dominated the screen industry media.
Guizhou alcohol from continuous losses to the current network of red wine enterprises, can not be separated from a person named Zhu Wei.
Among the senior executives of domestic liquor companies, Zhu Wei is definitely the most high-profile one. As the chairman of Guizhou Alcohol, Zhu Wei often broadcasts the latest development of the enterprise in real time through personal social platforms, mentions concepts and shouts slogans, and constantly arouses the attention of the outside world.
For more than a year, he has interacted frequently on social platforms and has been called a liquor industry influencer.
The personal IP created by Zhu Wei has brought Guizhou Alcohol, which is at a low point, back to the public vision, and has entered the market with real-year products, trying to continue to write the glory of the past.
From the acquisition of Zhijiang Liquor industry with 460 million yuan in 2020 to the acquisition of Linlang Liquor in 2021, the big move of Guizhou Alcohol has been continuous, and even after the acquisition of Linlang, Guizhou Alcohol has launched its new brand positioning: the third largest sauce wine enterprise in the country!
In fact, before 2020, Guizhou Alcohol has lost money for 8 consecutive years, but after being taken over by Jiangsu Variety Co., Ltd. in 2019, there was a turnaround. In the first half of 2020, Guizhou alcohol made a profit of 40 million yuan; in 2020, Guizhou alcohol sales remittances increased by 206% year-on-year, and profits and taxes exceeded 100 million yuan; from January to April 2021, Guizhou alcohol achieved a net profit of nearly 50 million yuan, and the total profit and tax increased by 100% year-on-year...
01
The "third largest sauce liquor company" is an oolong
Although the development of alcohol in Guizhou in recent years is really good, but saying that it is the third largest sauce wine company, langjiu agreed? In terms of last year's revenue data, Moutai ranked first with 114 billion yuan; Xijiu achieved sales of 10.3 billion yuan, fulfilling the goal of 10 billion yuan, ranking second; Langjiu's revenue of 9.337 billion yuan ranked third. Although there is no specific data on the revenue of Guizhou alcohol, according to the profit and tax of 100 million yuan, the revenue of Guizhou alcohol in 2020 should be less than one percent of Moutai, and such sales also dare to shout out the slogan of the third largest sauce liquor company?
From the perspective of brand awareness, the market influence of Guizhou Alcohol is not at all the opponent of the above-mentioned wine companies. During this year's spring sugar period, Weijiu and the Industry Research Institute of China Liquor Circulation Association selected the "Sauce Fragrant Liquor Brand TOP20", while Guizhou Alcohol ranked seventh; Yunjiu Media and Chinese liquor industry giants Liang Bangchang, Gao Jingyan and Ji Keliang released the "China Sauce Liquor Brand Influence Top100", Guizhou Moutai is undoubtedly the uncrowned king, Langjiu ranked second, and Guizhou Alcohol just ranked among the top ten, ranking ninth. Therefore, at the brand level, Guizhou alcohol is obviously far from the third.
In fact, the clear-eyed people can see that this "third largest sauce wine enterprise" is just a blindfold played by Zhu Wei, chairman of Guizhou Alcohol Liquor Industry. Its original meaning is "the third largest sauce wine production capacity enterprises", in the follow-up publicity process, the word "production capacity" was ignored, "the third largest sauce wine enterprises" became an oolong.
Although in terms of revenue and brand, Guizhou alcohol ranks behind due to the lack of data support, but the production capacity of Guizhou alcohol can really rank third. The current production capacity of Guizhou alcohol is 12,500 tons, while the recently acquired Linlang wine industry production capacity is 10,000 tons, so it seems that the production capacity of Guizhou alcohol has reached 22,500 tons, second only to 56,000 tons of Moutai and 25,000 tons of Xijiu, becoming the third place in the national sauce wine production capacity enterprises.
02
Capacity = Efficiency?
Under the operation of Zhu Wei, Guizhou Alcohol has achieved rapid growth in production capacity through mergers. But is the increase in capacity directly proportional to efficiency?
Now many enterprises have a problem, that is, blindly equating production capacity and efficiency, resulting in a sharp expansion of the production capacity of the liquor industry, which has not been good at all for sauce wine that has always been a selling point of scarcity.
With the further heating up of the sauce wine fever, all kinds of capital flocked to it, and the new round of expansion of sauce wine was menacing, and it is expected that the sauce wine market will add 200,000 tons of production capacity, then the scarcity of sauce wine does not exist. At that time, if there is no brand and quality to support, this wine company will be doomed.
Although Guizhou Alcohol has increased its production capacity by leaps and bounds after the acquisition of Lin Lang, and under the vigorous publicity of the chairman of the Net Red, the brand awareness has reached a new height, but if a wine company wants to go far and go steadily, it must work the product itself, and quality is the last word.
03
Is the real year real?
Wine or the aroma of the aged, this is the liquor industry as the truth, so the various liquor companies are competing to produce vintage wine, 10 years, 20 years, 30 years of liquor in the market is not uncommon, but true or false, no one is clear, some merchants drop a drop of 10 years old wine dare to blow themselves is 10 years old.
Even Moutai is inevitably vulgar. For example, the 30-year-old Moutai is actually used as a base wine of not less than 15 years, and then added to the old wine of other years, which is checked and adjusted to the 30-year standard set by themselves.
Therefore, the water of vintage wine is really too deep, and friends who do not know much about wine should not be easy to start.
Based on consumers' doubts about vintage wine, Zhu Wei has produced "real vintage" products, with 5 years and 10 years old, and the aroma type is strong, sauce and chen.
As soon as the "real year" is out, the consumer's judgment of "the year is true or false" is basically solid. But does your "real year" have to be true? That's not accurate!
There is also a doubt, in the past, Guizhou alcohol was made of strong flavored liquor, the history of making sauce liquor is not long, where did this ten-year-old wine come from?
In the product details of Guizhou alcohol, there is really a quality inspection report, but this report does not mention the year at all, which makes consumers believe in the authenticity of your family year?
From the perspective of marketing, Zhu Wei can be described as a "ghost talent", but for a liquor company, it is hidden to pay too much attention to marketing and not focus on products.
At the end of the day, no matter how big your capacity is and how well your marketing is, it's ultimately going to come back to the product itself.