Crossing tens of billions, rushing to the hurdle!
Text | Selling Wine Wolf Team
Ed southerly
A few days ago, the 2024 National Distributor Conference of Yingjiagong Liquor was successfully held. At the meeting, Ni Yongpei, China brewing master, chairman and secretary of the Party Committee of Anhui Yingjia Group Co., Ltd., said that in the past few years, all dealers have sincerely cooperated with Yingjia to meet challenges, and have achieved double growth in revenue and profit year after year, and have achieved hard-won results.
▲ Ni Yongpei, Chinese brewing master, chairman and party secretary of Anhui Yingjia Group Co., Ltd
Yingjia Gongjiu defines 2024 as a key year of "welcoming tens of billions", which is a new journey and a new glory. The self-confidence of Yingjiagongjiu can be clearly seen between the lines, but whether the truth can be as he wishes, but it must be marked with a "?".
A
The "Progress" of Tribute Wine
Really "visible"
In 2021 and 2022, the operating income of Yingjiagongjiu will be 4.604 billion yuan and 5.505 billion yuan respectively, an increase of 32.58% and 19.59% year-on-year respectively, and the net profit will be 1.387 billion yuan and 1.705 billion yuan respectively, an increase of 45.44% and 22.97% year-on-year respectively.
In the first three quarters of 2023, Yingjiagongjiu's operating income reached 4.804 billion yuan, a year-on-year increase of 23.42%, and its net profit was 1.655 billion yuan, a year-on-year increase of 37.57%. According to the growth rate of 23.42%, the total revenue of Yingjiagong Liquor in 2023 is expected to be about 6.8 billion.
Therefore, Ni Yongpei's "right" Yingjia wine supply has indeed achieved revenue and profit growth year after year, and it is in a market environment full of uncertainties. Falling behind, catching up, overtaking, and overtaking, what is the reason for the outbreak of the "small universe" of tribute wine in the contrarian trend?
In the third quarter report of 2023, Yingjia Gongjiu attributed the reason for the growth to the following: mainly due to the revenue growth and structural upgrading of medium and high-end liquor represented by the cave series. Previously, Ni Yongpei also pointed out at the 2022 annual general meeting of shareholders that the cave series is the company's next strategic focus, and the company will increase the layout of mid-to-high-end products to improve profitability.
Haitong International released a research report in November 2023 to give Yingjiagongjiu a better rating than the market, and R&D believes that the proportion of the company's mid-to-high-end industry has maintained a high growth, and the market demand of the base is stable.
▲Yu Longsong, deputy secretary of the Huoshan County Party Committee
At the meeting, Yu Longsong, deputy secretary of the Huoshan County Party Committee, pointed out that in 2023, Yingjia and all dealers will work together to continuously stimulate vitality, drive full horsepower, overcome difficulties, and go against the trend.
From the evaluation of the above parties, it is not difficult to see that the outbreak of Yingjia Gongjiu has benefited from the efforts of quality, brand, manufacturer cooperation and other parties. To this end, Yingjiagongjiu has successfully won more expectations from the two major markets of capital and sales, and has been able to raise the goal of 10 billion yuan in the future.
B
The liquor is very good, and tens of billions are expected!
"In the new market environment, liquor sales still have great potential and broad prospects. Ni Yongpei said in his speech that at present, facing unprecedented development opportunities and challenges, we must maintain enough self-confidence and soberly realize that the liquor industry is a benign long-term industry with a firm long-term trend.
Ni Yongpei hopes that dealers will do a good job in management improvement, team improvement, deepen market improvement, pay attention to cultural improvement, and on the road of exploring high-quality development and carrying forward the beauty of ecological liquor, they will work hand in hand with Yingjia and walk with one heart, strengthen the perseverance and determination of "century-old brand", apply new quality productivity, devote themselves to management innovation and marketing innovation, jointly promote the banner of ecological liquor, and draw a blueprint for the development of Yingjia Cave!"
2024 is a crucial year for achieving the goals and tasks of the 14th Five-Year Plan, and it is also a crucial year for welcoming the tribute and liquor to the customs of 10 billion yuan.
In the face of many new opportunities and challenges, Yingjia will move towards the vision of "building a beautiful, intelligent, cultural, and happy driver, and achieving a century-old brand" through the "1233 Project" of "one leading, two deepening, three empowering, and three strong......
One leading: Guided by the cultural driving strategy, enhance the brand influence;
Two deepening: deepening the product market layout and deepening the strategic cooperation between manufacturers;
Three empowerments: strengthen the internal control of the system, empower business management, optimize human resources, empower dealer services, deepen digital construction, and empower smart marketing;
Three strong grasps: focus on the quality of outlets, improve the proportion of core terminals, focus on operation specifications, improve the quality of business work, and focus on service quality to improve consumer satisfaction.
Judging from the development trend in recent years, "driving tens of billions" should not be a big problem. An interviewed industry expert believes that the road of 10 billion yuan for a regional wine company often cannot avoid the two topics of "provincial market ceiling" and "national expansion". At present, Yingjia Tribute Liquor has achieved "overtaking" in the province, and it is also "breaking through" in the market outside the province. In the future, with high-quality products and a strong team as a solid foundation, with the escort of the "1233 Project", tens of billions are expected.
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