On the evening of January 25, Shanghai Guijiu Co., Ltd. (stock abbreviation: Rock Shares, stock code: 600696. SH) announced that the company's net profit attributable to shareholders of listed companies in 2021 is expected to increase by 52.98 million yuan to 81.98 million yuan, an increase of 6.6 times to 10.2 times compared with the same period in 2020.
Shanghai Guijiu co., Ltd. can achieve such results, on the one hand, under the general trend of sauce aroma in the liquor industry, judge the situation and follow the trend; on the other hand, it is the result of deep thinking about the liquor industry, combining its own characteristics, walking out of the differentiated business model verified by the market, and building a competitive advantage.
Brilliant performance The differentiated competition strategy has achieved initial results
2021 is a breakthrough year for the transformation and development of Shanghai Guijiu Shares and the consolidation of the main business.
For the good performance of Shanghai Guijiu since 2021, market analysts pointed out that the strong growth of performance is inseparable from the continuous improvement of the company's product strength. This is due to the continuous differentiation between Shanghai Guijiu and the traditional liquor industry in terms of brand value building and track selection. Young, fashionable, innovative and international has become the brand keywords of Shanghai Guijiu Shares.
Whether it is the bright answer sheet handed over at the performance level, or the frequent awards at home and abroad. In 2021, Shanghai Guijiu Co., Ltd. not only won many honors such as "2021 Annual Growth Listed Company TOP100", "2021 Chinese Enterprise ESG Best Social Case Award", "2021 China New Economy Most Investment Value Listed Company", "2021 Listed Company Governance Award" and so on, but also jointly appeared in the "2021 China Brand Evening Party" with internationally renowned Chinese brands such as Huawei and Hongqi Motors, demonstrating the hard strength of China's own brands.
On the occasion of the arrival of 2022, the exclusive title of CCTV "Big Country Brand", in the context of the continuous deepening of the sauce aroma, Shanghai Guijiu Co., Ltd. will continue to adhere to long-term doctrine, based on quality, brand as the soul, with the help of CCTV "Big Country Brand" all-round brand reach, to the world, the whole of China to deliver corporate image and brand value.
Reshaping the landscape Multi-brand operation creates an industry model
Brand is the soft power foundation of high-quality development of enterprises, shanghai guijiu shares through continuous empowerment of brand value improvement, continue to build a new pattern of brand development. Through the multi-brand, multi-flavored, multi-model, and multi-market segments of the business mode, deeply excavating new consumer demand, intensive cultivation of sauce flavor, strong fragrance of the two mainstream liquor and new fruit wine segments, Shanghai Guijiu Co., Ltd. liquor business layout continues to deepen, and gradually build a perfect product matrix.
At present, the product brand matrix of Shanghai Guijiu Co., Ltd. includes: positioning ultra-high-end innovative sauce liquor series Azure Guijiu, selecting raw materials, inheriting ancient technology, and bringing a full range of high-quality liquor cultural experience to the new caizhi crowd; positioning the high-end new force sauce liquor Jundao Guijiu; Guijiu positioning high-end quality sauce liquor, optimizing the whole-link supply chain of liquor production and marketing, providing smart retail full-scene solutions, and creating sauce-flavored wine that meets the pursuit of modern quality life From the middle and high-end business sauce liquor to the main force of Shanghai Guijiu shares to impact the sub-high-end camp; Junxing and Junhui positioned the military tourism cultural liquor, accurately cut into the market segment track, built an integrated channel of "experience store + service provider" in-depth distribution model, and accurately positioned target customers; seventeen light years is positioned in the "high-end young pie fruit wine", and worked together with "Longing for Life" to create a leading brand of trendy fruit wine.
While transforming product advantages into market advantages, Shanghai Guijiu Co., Ltd. has also become synonymous with honors, and has frequently won authoritative awards in the industry. In the highly anticipated 2021 International Liquor (China) Grand Prix (IWSGC), Shanghai Guijiu Co., Ltd. won 7 awards in one fell swoop, of which Tianqing GuiJiu, Jundao Guijiu Shanhe Wine, Jundao Guijiu Shaohua Wine won the gold medal of the ISGC Spirits List, Seventeen Light Years Of Mature Plum Wine and Seventeen Light Years of Clear Rice Wine (Jasmine White Peach Flavor) won the Gold And Silver Awards of the IWGC Wine List respectively, and Jundao Gui Wine and Classic Wine won the Gold Award of the Wine Body and Packaging Design List. Seventeen Lightyear Clear Rice Wine (Lychee Flavor) won the Silver Award in the Wine Body and Packaging Design List.
At the award ceremony of the 2nd Qingyun Awards of the Wine Industry, The Jundao Guijiu Shanhe Wine and the Gao Sauce And Treasure Wine under Shanghai Guijiu Co., Ltd. won the honors of "Annual Top Ten Star Products" and "Annual Top Ten Cutting-edge Products" respectively. And Jundao Guijiu, which has previously won the 2019 Brussels International Spirits Competition Gold Medal, also won the Gold Medal of the 2021 Brussels International Spirits Competition through Shan He Wine, and Gao Sauce Treasure Wine and Gui Sommelier Yellow Label Wine won the Silver Award of the Grand Prix with their unique charm of "Ecological Sauce Aroma" and "Ingenious Quality", respectively, which once again proved the extraordinary product value and strength.
Activate innovation and continue to lead the transformation of the liquor industry
With the strategic development positioning of the innovative international liquor group, Shanghai Guijiu Co., Ltd. has not only continuously made breakthroughs in the construction of the product matrix, but also continued to exert "innovation" in the marketing model to build a differentiated competitive advantage. By promoting innovative marketing, grafting new channels, and building new platforms, we will firmly seize the historic opportunity of technology empowering traditional industries in the Internet era.
In 2021, Shanghai Guijiu Co., Ltd. will actively explore and practice the "global new retail" model through online and offline synergy. On the one hand, through the traditional sales paths such as group buying and distributors, we will expand various types of corporate group purchase wine customers in the country, and develop customers with distribution qualifications and certain distribution networks or circle resources to become distributors; on the other hand, the seventeen light years of fruit wine brands have also settled in Hema, city supermarkets and major Internet red restaurants, through live broadcasting, flash mobs and other ways, to achieve the marketing innovation layout of first traffic and then sales, first hot sales and then best-selling.
In addition, Shanghai Guijiu Co., Ltd. has also created an offline high-end liquor culture circle for the new financial intelligence crowd through "innovative experience" and "enhancing experience value", and strives to "provide users and consumers with a purer high-quality liquor cultural experience".
In 2021, the layout of the Guijiu Technology Division under Shanghai Guijiu Co., Ltd. launched the "Happy Little Shop" strategy driven by products and customers. Through "ingenuity and good wine as the foundation, digital technology as the empowerment" to create the core brand "noble winemaker", optimize the wine and water production and marketing full-link supply chain, provide smart retail all-scenario solutions, so that good quality wine with more affordable prices, faster logistics, better experience, directly to the terminal tobacco hotels and consumers, hand in hand with thousands of traditional tobacco and wine shops to keep up with the trend of the digital era, nugget the trillion-level liquor new retail market.
"Junxing" (sauce fragrant) and "Junhui" (strong fragrance) two highly recognizable liquor brands, with a unique military style of high-quality, cost-effective product matrix. It also builds three major channels of "Junxing Wine" specialty store, cooperative service provider and online new retail in parallel, so that the product circulation efficiency is higher.
The multi-scenario and multi-channel layout sales model of Shanghai Guijiu Co., Ltd. effectively combines the advantages of traditional channels and online diversion to realize the correlation between traffic and sales. By actively building a wine industry ecology, marketing, production big data, and the whole industry chain service platform, Shanghai Guijiu Co., Ltd. has embarked on its own unique path in the whole process of upgrading the traditional wine industry.
At the same time, in the selection of outstanding talents, Shanghai Guijiu Co., Ltd. adheres to the "four modernizations" principle of "youthfulness, specialization, internationalization and famous schools", and continuously establishes a globally competitive FMCG industry brand operation team. Continue to innovate in the marketing model, rapidly increase market share, and accumulate potential energy for the company's future development.
Define the future with the future. The continuous and rapid development of Shanghai Guijiu Co., Ltd. provides new ideas for the innovation of the traditional liquor industry. Understanding the strategic layout of Shanghai Guijiu shares, it also understands why it can win a place in the fiercely competitive liquor industry. On the one hand, it is to introduce international advanced multi-brand management ideas; on the other hand, it is to have in-depth insight into the future and create a business formation, talent strategy and corporate culture that conforms to the future development trend. These accurate judgments may help innovative wine companies such as Shanghai Guijiu Co., Ltd. to truly "see the future", so as to obtain more certain performance growth and ultimately realize the company's long-term vision. (Zhongxin Jingwei APP)