Revenue increased by 134.2%, non-net profit increased by 160.47%, and the growth of the two core indicators was more than 2 times, and the performance of the liquor company in the first three quarters of this year was beautiful and eye-catching - the same as in the first half of the year. In addition, the basic earnings per share, an indicator related to the capital market, also increased by more than twice, showing the performance support behind the rise in the stock price of liquor.
Compared with the first half of the year, the first three quarters of the alcoholic liquor continued to maintain a high growth trend; if compared with the previous years, the revenue and net profit growth of the liquor was even more amazing. In its own vertical contrast, the drunkard is running, and it shows acceleration.
In interpreting the first three quarters of the alcoholic liquor performance forecast, we focused on the high quality of the alcoholic liquor growth. This time, the liquor will be based on the three quarterly reports, interpreting the basic composition of the performance of the drunkard liquor, and the deep nationalization behind the acceleration of its cultural IP marketing.
<h1 class="pgc-h-arrow-right" data-track="11" > large items and advantageous areas</h1>
The performance of a liquor company can basically be analyzed from two dimensions: product and region. From the product point of view, the liquor company is mainly driven by the two brands of internal ginseng liquor and liquor liquor to drive performance growth. The leading product of internal reference wine is 52 degrees, and 54 degrees have been added this year, and there are many cultural and creative products. According to the wine survey, on the basis of 52 degrees of dominance, 54 degrees and cultural and creative products have also contributed greatly to the increase of internal ginseng wine this year.
According to the product line planning of the inner ginseng wine, 54 degrees will gradually dominate. 54 degrees, which is the classic degree of rich tulips, 54 degrees of internal ginseng wine will be 1599 yuan / bottle price and Moutai, Wuliangye, Guojiao and other brands co-lead high-end wine market.
Relatively speaking, in the past two years, the overall performance of alcoholic liquor companies has been greater, but from this year's point of view, the liquor brand has also begun to accelerate. According to insiders, the overall growth of the liquor brand this year is good, "among which the red altar, transparent packaging, and inner products are more prominent." Red Altar (subdivided into 18 and 20 pieces) has always been the dominant liquor brand, and this year's dominance has not changed. The transparent liquor is an old product that has been tepid, and after the adjustment of the strategic level this year, sales have suddenly soared and begun to rejuvenate. According to the development momentum of the first three quarters, the transparent package is likely to become the seed player of the 1 billion major items in the alcoholic liquor sequence.
The inner product has just been listed this year, the price is slightly lower, mainly used to increase sales, in order not to affect the leading products, its packaging has a considerable degree of "de-alcoholic". As a new product, the performance of the inner product has also soared rapidly this year, which fully demonstrates the effectiveness of this innovative strategy.
Along with the growth of celebrity products, the dominant areas of alcoholic liquor companies are also emerging. In addition to the Hunan base market, in North China, East China, South China and other regions, there will be a number of 100 million yuan scale market this year. For example, Anhui is known as "the east does not enter Anhui", but the province is also running towards the scale of 100 million yuan. At the same time, the northwest, southwest, northeast and other regions have also begun to make breakthroughs, last year after the value seminar held in the Xi'an market, Ningxia and Qinghai this year have made rapid progress.
<h1 class="pgc-h-arrow-right" data-track="42" > speed up the IP marketing of culture</h1>
At the same time that the products go out, the drunkard is also simultaneously exporting its own culture, which are two closely related marketing lines. Since the cross-border cooperation between Liquor and National Geographic of China in August last year, the IP marketing of Liquor at the cultural level will accelerate in 2021.
On January 31, The Alcoholics Exclusively titled China's first World Heritage Revealed Interactive Program- "Ten Thousand Miles of Single Riding", which Chinese celebrities led other traffic stars to visit 12 World Heritage Sites. Exclusively titled "Ten Thousand Miles to Ride Alone", the drunkard wine makes the World Heritage no longer a "distant attraction", and leads more people to appreciate the profound cultural heritage of the World Heritage. Wanli single riding has a lofty intention, which is intended to highlight the status of the drunkard liquor as the "leader of cultural liquor" and assume the responsibility of cultural leadership.
Xiangxi is a famous "secret place" in China, with its mountains and rivers, stars, four seasons, and unique scenery. Natural scenery is magnificent and peculiar, cultural landscapes are even more amazing, sighing, the so-called "nature only gives life, art makes us become people." Through the "drunken series", the alcoholic liquor has made the Xiangxi culture go to the whole country. On April 16th, "Drunken Xiangxi - Landscape and Humanities Video Exhibition" was launched in the art hall on the first floor of Hunan Provincial Museum, and the entire exhibition was divided into three units: "Guanshan River • See heaven and earth", "Know humanities • Re-inheritance" and "Character Change • Seeking Witness", allowing people to fully appreciate the three aspects of "nature", "humanities" and "change" in Hunan Xiangxi. In September and October, the humanistic image exhibition was successively landed in Hangzhou and Tianjin. Since then, the "drunken" series of cultural landing activities of the alcoholic liquor company have begun to take shape.
In 2021, many cultural innovations, including the Wanli Single Ride and the "Drunk" series, broadened the boundaries of liquor cultural marketing, enhanced the cultural value of Chinese liquor, and provided the industry with a new cultural IP marketing sample. More importantly, the acceleration of cultural IP marketing is boosting the deep nationalization of alcoholic liquor.
In recent years, the brands of internal ginseng liquor and liquor under the liquor company have basically achieved initial nationalization. According to the internal planning of the alcoholic liquor, the layout at the dealer level is nearing the end. The focus of the next work of the alcoholic liquor is to strengthen the layout of terminal outlets and implement an in-depth marketing strategy. In-depth marketing means that the products of the alcoholic liquor will meet directly with thousands of consumers, which requires the brand level to expand the volume and gradually establish brand differentiation. The acceleration of cultural IP marketing stems from this background.
In 2021, the annual revenue of the alcoholic liquor exceeds 3 billion yuan, which is a high probability event, which means that the next step of the liquor will sprint to the "medium-term 5 billion" target. According to the general law of industry development, when running to the scale of 5 billion, 2 billion or 3 billion large single products will gradually take shape, and the core and strong regional market will also be established. After that, nationalization will enter another stage of high-quality development.
Tens of billions of drunkards, the future can be expected!