On April 30, 2018, Jiangsu Yanghe Distillery Co., Ltd. (hereinafter referred to as "Yanghe Shares") announced its 2021 annual report. The report shows that in 2021, Yanghe's high-level double growth performance was fully demonstrated, and the annual operating income was 25.35 billion yuan, an increase of 20.14% year-on-year; the net profit attributable to the shareholders of the listed company after deducting non-profit was 7.373 billion yuan, an increase of 30.44% year-on-year.
In 2021, under the guidance of a clear and firm strategy, Yanghe's reform and innovation has been comprehensively deepened, the development inflection point has emerged, the basic disk has shown a good trend of steady progress, the fundamentals have maintained a strong and orderly trend towards the future, and the high starting point and high-quality start of Yanghe's "14th Five-Year Plan" strategy have been realized.
"One body, two wings" opened a new game
Soon after Zhang Liandong, chairman of Yanghe Co., Ltd., took office, he publicly released Yanghe's "14th Five-Year Plan" high-quality development strategy: it will focus on "new journey, new legend, new wine capital", build a "12345" strategic system with quality as the foundation, brand as the soul, culture as the foundation, marketing as the king, and innovation as the key, and build Yanghe and Shuanggou into Chinese flavors that make the Chinese people proud and let the world remember the Chinese business card.
At the brand level, the brand development strategy of "one body and two wings" of "double famous wine, multi-brand and multi-category" is proposed, and it is clear that "Yanghe, Shuanggou and Guijiu are the three core growth poles of the company." Yanghe brand highlights 'high', Shuanggou brand highlights 'good', and guijiu brand highlights 'fast', gathering Yanghe marketing potential, gathering Shuanggou market momentum, and condensing the potential of guijiu sauce. At the same time, at the moment of upgrading liquor consumption, Yanghe and guijiu brands have successively launched high-end products, aiming to do a good job in the layout and cultivation of high-end consumers and continuously deepen the strategic breadth.
Zhang Liandong's strategic vision and business philosophy also quickly achieved substantial returns. The annual report revealed that during the reporting period, the leading products such as Yanghe Dream Blue, Sea Blue, and Sky Blue achieved steady growth, and the Shuanggou brand took a key step in the national layout, and the growth momentum of the noble wine brand was obvious. The three major brands jointly handed over the first eye-catching answer sheet of Yanghe's "14th Five-Year Plan" high-quality development strategy.
"Quality first" creates word of mouth
In 2021, Yanghe particularly emphasizes continuing to pursue qualityism and adhering to quality first. On the one hand, the use of artificial intelligence, big data, blockchain and other cutting-edge technologies to ensure the stability of product quality, on the other hand, with the factory area (about 10 square kilometers), the number of famous wine cellars (more than 70,000), the original wine production capacity (annual output of more than 160,000 tons of high-quality original wine), wine storage capacity (up to 1 million tons) are ranked first in the industry to achieve better quality. Recently, Yanghe has also built a raw grain base in Suqian, continuously improving the overall quality of winemaking raw materials, and is committed to achieving higher quality through "competition in production areas".
Quality makes word of mouth. According to the "2021 Wine Consumption Insight Report" released by Yunjiu Media and Ipsos, Yanghe ranks first among the "Top Ten Drinking Brands in China" with a proportion of 40%. In addition, during the reporting period, the three major brands of Dream Blue, Sky Blue and Sea Blue all entered the "2021 Hurun Brand List", which made Yanghe Co., Ltd. the parent company with the largest number of brands on the list in addition to Alibaba and Tencent Holdings, ranking first in the liquor industry.
Digital upgrading leads to the future
At the 2022 annual work conference, Zhang Liandong deployed the direction, focus and entry point of Yanghe's work in 2022 from the three aspects of "strategic layout, tactical thinking, and tactical positioning", and proposed to adhere to the four kinds of thinking, adhere to the four major principles, firmly adhere to the four supremacies, and create a "second curve" of "secondary take-off".
Through interpretation, it can be seen that quality first and consumer first are still Yanghe's insistence, and the two are essentially "consumer-centric". Reaching consumers as much as possible requires companies to embark on a leading path of digital development. As the "bellwether" of industry innovation, Yanghe took the lead in taking the step of digital development and realized "accelerated cognition at the product level, emphasis on control at the price level, prominent service at the channel level, grasping users at the promotion level, and intelligent transformation of production links".
In addition to using digital means to continuously output brand connotation, arouse consumers' deep participation, and then produce resonance, Yanghe also connects the whole scenario and full-link data of consumer experience supply chain around the value chain, and achieves the three goals of "channel online, user data and business informatization". Among them, user data is the focus of digital exploration. At present, Yanghe has interacted with more than 13 million fans by using efficient community operation methods to let users understand corporate culture and products, and build a unified member value system to achieve accurate reach and efficient interaction of consumers.
Based on the digital exploration that is leading the same industry, "The Marketing Digitalization of Yanghe Shares" has been included in the business administration teaching case database of Tsinghua University. Now that digitalization is just the beginning, Yanghe is focusing on making "digital intelligence" the core driving force behind its consumption power, product power and organizational power.
From strategic guidance, to brand layout, to quality first, to digital upgrading, Yanghe's new journey of high-quality development has officially set sail. According to the first quarter report of 2022 disclosed on the same day, Yanghe achieved operating income of 13.026 billion yuan in the first quarter, an increase of 23.82% year-on-year; net profit attributable to shareholders of listed companies was 4.985 billion yuan, an increase of 29.07% year-on-year; net profit attributable to shareholders of listed companies after deduction was 4.898 billion yuan, an increase of 28.53% year-on-year. This verifies what the media and industry experts have commented: "Yanghe's second entrepreneurship has the advantage of 'time, place and people', and the prospects can be expected in the future." (Zhongxin Jingwei APP)
(The views in this article are for reference only and do not constitute investment advice, investment is risky, and you need to be cautious when entering the market.) )