文 | 食悟（ID：food-gnosis）
At the beginning of this year, all provinces across the country posted their GDP report cards, and there was an atmosphere of "rushing for the exam". In the context of the economic downturn, whoever goes against the current proves that whoever is superior in martial arts, has a harvest and must pay, and behind the achievements is ability, but also sweat.
The performance of provincial state-owned enterprises is directly related to the overall performance of the local economy, and Moutai is undoubtedly the strongest growth engine to promote the economic development of Guizhou Province. According to Shiwu's professional research, we found that since Ding Xiongjun took the helm of Moutai for two years and 7 months, Moutai's revenue and net profit have continued to grow by double digits in the past three years, and various indicators have been booming.
Moutai continues to convey growth confidence to China's economy with surging development momentum, while Ding Xiongjun proves his corporate governance ability and excellent leadership with solid performance, which is also his confidence to pioneer and innovate and make breakthroughs.
Next, we summarized the efforts and results of Moutai in the past three years with data.
From breaking through 100 billion to breaking through 150 billion, Moutai has created two major milestones in three years
On August 30, 2021, the Guizhou Provincial People's Government agreed to recommend Ding Xiongjun as the chairman of Moutai Group. At this point, the head of Moutai Group has been renewed, and Ding Xiongjun has officially started the transition from the government to the leadership role of the enterprise, and he has been working in the local government before.
It stands to reason that from the government to the enterprise, it is a transformation with a large span, but Ding Xiongjun seems to be very calm, and soon entered the state, and gradually launched various reform measures to build i Moutai, Focusing on direct sales channels, bringing forth the new, cross-border co-branding to promote rejuvenation, Wujiang quality concept, Wuhe marketing method, etc., have done what Moutai wanted to do but failed to do, and actively sought change, for Moutai to circle more young consumer groups, so that Moutai from a traditional cold enterprise, gradually transformed into a dynamic enterprise with both traditional culture and innovative face.
The series of reforms initiated by the Moutai team led by Ding Xiongjun are still very effective, which is reflected in the performance of Moutai in the past three years. According to Shiwu's professional research, Moutai has created two milestones in three years, from breaking through 100 billion to exceeding 150 billion, and the scale of Moutai has repeatedly reached new highs.
The year before Ding Xiongjun took the helm of Moutai, Moutai's revenue was 97.993 billion yuan, a year-on-year increase of 10.29%. On August 30, 2021, Ding Xiongjun became the chairman of Moutai Group, and that year, Moutai's revenue was 109.464 billion yuan, a year-on-year increase of 11.71%, and Moutai's revenue exceeded 100 billion yuan for the first time.
In 2022, Moutai's revenue will be 127.554 billion yuan, a year-on-year increase of 16.53%, and the pace will be significantly accelerated.
In 2023, Moutai's revenue will be 150.56 billion yuan, a year-on-year increase of 18.04%, breaking through the 150 billion mark for the first time.
From 100 billion to 150 billion, Moutai has achieved two large-scale breakthroughs in three years, and the growth rate is steady and progressive, Ding Xiongjun's real performance, while proving himself, also makes the outside world full of expectations for the future of Moutai, and more importantly, this growth momentum has proved that Moutai is currently in a state of high-quality development.
The average annual increase in net profit is more than 10 billion
In 2021, Moutai's net profit will be 52.46 billion yuan, 62.716 billion yuan in 2022, and 74.734 billion yuan in 2023, an annual increase of more than 10 billion yuan.
The level of net profit not only represents the development quality and profitability of an enterprise, but also the source of trust and investment foundation of capital market investors in this enterprise.
According to the financial report, Moutai gave a generous profit distribution plan, with a proposed dividend amount of 38.786 billion yuan, which will be officially implemented after the 2023 annual general meeting of shareholders deliberates and approves.
The direct sales channel and the wholesale agency channel have reached the optimal ratio
Since Ding Xiongjun took office, he has been embarking on the reform of sales channels, but this reform is gradual, without expanding the wholesale agency channel, while vigorously developing the direct sales channel, so as to achieve a balance between the proportion of the two channels.
Direct sales channels are divided into offline store channels and online channels. In 2023, the sales revenue of i Moutai digital marketing platform will be 22.374 billion yuan, a year-on-year increase of 88.29%. Driven by i Moutai, Moutai's direct sales revenue has been increasing, and the proportion of direct sales has been increasing.
According to the data, in 2021, Moutai's direct sales revenue will be 24 billion yuan, accounting for 22.6%, in 2022, it will be 49.4 billion yuan, accounting for 39%, and in 2023, it will be 67.2 billion yuan, accounting for 45.7%.
The reason for vigorously developing direct sales channels is mainly to seek to control the pricing power and reduce the dependence on traditional wholesale agents to a certain extent, which is very important for the long-term development of Moutai.
So, some people may ask, in 2023, Moutai's direct sales revenue will account for 45.7%, nearly half of the country, will the proportion of Moutai's direct sales channels continue to increase significantly in 2024 and even for a longer period of time in the future?
In response to this question, Shiwu interviewed Xiao Zhuqing, an independent critic of the liquor industry and an expert in liquor marketing, who believes that Moutai's direct sales channel proportion of nearly 50% is close to the ceiling.
"Moutai's channel reform attaches great importance to the matching of volume and price, and will also test the pressure bearing capacity of the channel. Xiao Zhuqing introduced that while moderately developing direct sales channels, Moutai did not "go under the knife" to traditional dealers, but also attached equal importance to traditional channels. Because the traditional Moutai dealers have made great contributions to Moutai's market position, Moutai dealers in each region have brought together high-net-worth individuals for Moutai, and this stickiness has been accumulated for decades, so the merchant reputation multiple behind this circle trust and brand stickiness is what Moutai needs.
According to Xiao Zhuqing, now Moutai Sales Company has established a successor business department and is focusing on cultivating the second generation of Moutai dealers. Helping these dealers who have made great contributions to Moutai's market position to train the next generation of successors shows Moutai's good intentions for sustainable development.
Xiao Zhuqing: "I give Ding Xiongjun a score of 9"
Since Ding Xiongjun became the chairman of Moutai Group on August 30, 2021, he has released three annual performance reports so far. Combined with the performance, Shiwu asked Xiao Zhuqing to give the head of Moutai a score.
Xiao Zhuqing said that if he scored 10 out of 10, he would give Ding Xiongjun a 9. The remaining 1 point depends on his effectiveness in promoting the internationalization of Moutai.
In other words, Moutai has been successful enough, and Moutai's various performance indicators also prove Ding Xiongjun's leadership ability, and internationalization should be the performance space where he can further exert his strength in the future.
Xiao Zhuqing introduced that Ding Xiongjun has a very pragmatic and enterprising spirit, and his daily work agenda is very compact, and after various investigations, meetings or receptions, he will gather eight or nine people to discuss the next day's work when he finds time to exercise in the evening.
Xiao Zhuqing sighed: Moutai is so successful, and the leaders of Moutai are so dedicated and diligent, which is indeed admirable.
Xiao Zhuqing also introduced that Ding Xiongjun has a very wide range of knowledge, a broad vision, and is good at grasping key points in a complex situation, and he is very good at encouraging the entire Kweichow Moutai system to learn and make progress together, good at coordinating internal and external resources, and good at organizing one battle after another to continuously enhance the potential energy of the Moutai brand.