On the evening of March 15, Jinhui Liquor Co., Ltd. (hereinafter referred to as "Jinhui Liquor") released its 2021 annual report, saying that during the reporting period, the company achieved operating income of 1.788 billion yuan, an increase of 3.34% year-on-year; and achieved a net profit attributable to shareholders of listed companies of 325 million yuan.
Jinhui Wine pointed out that during the reporting period, the company carried out the main work in marketing, brand building, production management and basic management. Among them, high-end products achieved operating income of 1.095 billion yuan, an increase of 26.24% over the same period of the previous year, and the proportion of revenue increased to 62.11%, an increase of 11.25 percentage points over the same period of the previous year.
We see that the growth of Jinhui wine performance in 2021 mainly comes from three aspects, one is to achieve a new high in the quality of wine production, the other is to increase the output of premium liquor by 18.26% in 2021 compared with the previous year, and the last is to further exert the production capacity advantages of high-quality liquor brewing in Qinling production area. Although sales stagnated for nearly two months in the fourth quarter of last year due to special factors in core sales areas such as Gansu and Shaanxi, they still maintained a growth trend, which fully demonstrated the core driving force for the growth of Jinhui wine.
2022 is a key year for the transformation and development of Jinhui Wine, and Zhou Zhigang, global partner of Fosun and chairman of Jinhui Wine Co., Ltd., stressed at many meetings that in 2022, it will accelerate the comprehensive strategic transformation and achieve the strategic development layout of the long-term.
1. Make every effort to ensure product quality and forge "golden emblem taste"
Over the years, in the process of sustained and rapid high-quality development, Jinhui Liquor has adhered to the quality concept of "quality is the life of the enterprise" and the enterprise spirit of "honestly behaving and doing things conscientiously", and has made every effort to ensure product quality and consumer demand, so that Jinhui enterprises have successively obtained many authoritative certifications such as "pure grain solid fermented liquor", "national geographical indication protection product", "national green food" and "highest quality credit level". Its products have won the "Gansu Provincial Government Quality Award" for many times, which marks that Jinhui Wine has become a "benchmark-level" enterprise that promotes the quality of Gansu Province.
From the perspective of the brand, Jinhui now has two major brands of "Jinhui" and "Longnanchun", with many series of main products such as Jinhui Eighteen Years, Soft Jinhui, Jinhui Positive Energy, Century Jinhui Star, etc., and the market performance has repeatedly reached new highs, and has now become a strong liquor brand in northwest China, and has entered many markets at home and abroad. According to the financial report, the operating income of products with more than 100 yuan was 1.095 billion yuan, an increase of 26.24% year-on-year, accounting for 62.11% of the operating income, an increase of 11.11 percentage points over the same period last year, and the product strength and brand power continued to increase.
In addition, creating a green food and green ecological winemaking environment is a great contribution made by Jinhui Wine to the industry in recent years, and it has won the honorary titles of "New Consumer Green Product Award", "Sales Gold Award" and "Best Business Award" of the 16th Green Expo.
A few days ago, we mentioned that Jinhui Wine is accelerating its transformation, continuing to promote the construction of "deep distribution" channel network, and for "secondary entrepreneurship", we must first put improving product quality in the first place and achieve self-transcendence of product strength. In order to further enhance the market competitiveness of products, Jinhui launched the implementation of the "double brand" strategy of Jinhui and Longnanchun, that is, while continuously improving the quality of Jinhui brand series products, activating the Longnanchun brand with deep historical accumulation, actively carrying out research on microbial flora and wine cellar improvement, constantly exploring the way to improve the quality of original wine in the local winemaking environment, and gradually forming a unique aroma of Longhui wine, highlighting the category characteristics of Jinhui wine, so that the "Jinhui taste" can better meet consumer needs.
2. Four "multiplying" strategies to accelerate comprehensive transformation
Recently, at the 2022 marketing work conference of Jinhui Wine, Chairman Zhou Zhigang said: In the three years since 2019, the company's secondary entrepreneurial reform has promoted the company's comprehensive development. In terms of production co-creation, the proportion of original wine production capacity, wine production rate and excellent wine has been from stable production to quantity and quality; in terms of sales co-creation, Jinhui people have made great achievements in expanding the market, adjusting the structure, stabilizing prices, changing the organization, etc.; in terms of co-creation of results, employee wages, tax revenues, net profits, shareholder dividends, etc. have achieved shared beauty.
At the same time, from the company's strategic layout, tactical guidance and accurate campaign, he made systematic and comprehensive deployment arrangements for the production and operation of enterprises in 2022.
First, the production system should continue to transform from "quantity and quality" to "quality and efficiency", and continuously improve the quality of Jinhui original wine.
The second is the product multiplier, to always produce good products around customer needs, the symbol of good products is that good drink is the last word, so that consumers feel that the value for money, while forming high growth, high repurchase, high gross profit.
Third, in the construction of the marketing system, we must always adhere to the layout of the whole country, deeply cultivate the northwest, and focus on breakthroughs. In terms of marketing strategy, it is necessary to adhere to the "focus on resources, precision marketing, and deep control" and accelerate the comprehensive transformation from "dealer + channel" to "brand + large customer + channel".
The fourth is the comprehensive transformation of management and multiplication, performance appraisal to performance incentives, truly embodying the values of the strivers, and stimulating the passion and vitality of all employees to start a business and create innovation; "53211" talent construction, it is necessary to strengthen the "combination of internal training + introduction" to strengthen the ability of headquarters empowerment; organizational fission, to develop in an all-round way, to establish a competitive mechanism, competition is the eternal driving force for enterprise development; sales empowerment, executives and functional departments should fully empower the sales line and become the cannon of the sales line; the strategy is landed, It is necessary to promote the high-quality development of the company in accordance with the strategy jointly formulated by the consulting team and the company; in the construction of business digitalization, it is necessary to fully realize C2M and member operations to achieve a strong association between consumers and Jinhui wine; in terms of learning and upgrading, it is necessary to build a learning organization, and constantly learn from peers, markets, books, and neighbors.
3. Layout of the country deep ploughing in the northwest, sustained rapid and high-quality development
Jinhui Wine is located in the upper reaches of the Yangtze River, at the southern foot of the Qinling Mountains, adjacent to Longnan Hui County in Jiuzhaigou, a World Natural Heritage Site. According to local records and excavated cultural relics, the golden emblem wine originated from the Western Han Dynasty, flourished in the Tang and Song Dynasties, and was famous as the "Western Wine Country" during the Ming and Qing dynasties. In addition, the Qinling production area, which belongs to the liquor industry, belongs to the transition area from subtropical to warm temperate climate in terms of climate, and the liquor brewed here has both the richness and delicacy of the southern wine and the elegant sweetness of the northern wine. Jinhui wine enjoys the "blessings" of Qinling ecology, and lays the typical character of "ecological brewing, low temperature and sweetness".
In addition, its corporate location is similar to the economy and culture of other provinces in the northwest. In recent years, Jinhui Wine has adhered to the development path of "layout the whole country, deep ploughing in the northwest, and key breakthroughs", and has created a number of model markets in Shaanxi, Inner Mongolia, Xinjiang and other places, forming a high-end brand and cohesion effect. At the same time, Jinhui Wine Lanzhou Sales Company will hold Qinghai Jinhui Wine Sales Company through capital increase, further increase market investment in Qinghai, use Gansu's geographical advantages to seize the development opportunities of Qinghai market, provide a strong guarantee for the development of Jinhui Wine in Qinghai market, and fully realize the market layout of deep ploughing in the northwest.
In terms of the layout of the whole country, in recent years, Jinhui Wine has set up sales companies in Shanghai and Jiangsu, and has completed the team formation, the listing of exclusive products Jinhui Old Cellar and the preliminary investment work, and is expected to build a number of model markets in the East China market and become a new performance growth point for Jinhui Wine. Not only that, Jinhui Wine also plans to set up an Internet sales company in Beijing, introduce outstanding talents in the industry to join, innovate the operating mechanism, further expand the scope and platform of product sales, and achieve comprehensive development of online and offline.
And according to the 2021 financial report, the market outside the province and other markets to achieve operating income of 392 million yuan, an increase of 35.71% year-on-year, accounting for 22.24% of operating income, an increase of 8.71 percentage points over the same period last year, this series of growth data, confirming the development speed and brilliant road of Jinhui wine, but also add unlimited impetus to the sustained and high-quality development of Jinhui wine in 2022.
(Golden Emblem Wine 2022 Work Conference Site)
We all know that since the listing of Jinhui Wine in March 2016, after more than ten years of hard work and development, Jinhui Wine has not only become synonymous with Huixian County, but also the pride of the northwest territory of China's liquor industry, the eagle spread its wings and reborn, constantly creating a classic legend in the industry, and also creating the "Golden Emblem Phenomenon" and "Golden Emblem Sample" with the highest happiness index of China's liquor industry.
Judging from the development of Jinhui Wine in the past two years, we can not only see the lofty goals and minds of this western enterprise, but also see the confident, focused, competitive, active and transcendent corporate character behind it, which is called "Northwest Eagle".
We can say without hesitation that the current Golden Emblem has everything in place, its regional leading position has been further consolidated and enhanced, and its goal of "ranking among the top ten liquors in China, building a well-known liquor brand in China, and building a large-scale liquor brewing base in China" is advancing, and jointly realizing the beautiful vision of "creating a century-old golden emblem and sharing a better life" is also continuing to move forward steadily.
【Text/Feng Jiu Ling; Source/Black Cat Studio】