Moutai once again refreshed history, with a revenue of 46.485 billion yuan.
Text | Selling Wine Wolf Team
Ed southerly
"Kweichow Moutai once again refreshed history with a total revenue of more than 46 billion yuan and a total profit of more than 33 billion yuan in the first single quarter. Kweichow Moutai successfully achieved a good start to 2024 in the first quarter......
On the evening of April 26, Kweichow Moutai released its first quarter report for 2024. In 2024Q1, the company achieved a total operating income of 46.485 billion yuan, a year-on-year increase of 18.04%, a total profit of 33.174 billion yuan, a year-on-year increase of 15.59%, and a net profit attributable to the parent company of 24.065 billion yuan, a year-on-year increase of 15.73%.
1
Growth target of 15%
Moutai is completed beyond expectations!
According to the business plan previously released by Kweichow Moutai, the main goal of Kweichow Moutai in 2024 is to achieve a total operating income increase of about 15% compared with the previous year. Based on this calculation, the total operating income of Kweichow Moutai will reach 177.721 billion yuan in 2024.
The annual growth of 15% is not that Moutai does not have high requirements for itself, on the contrary, 15% is already a big challenge in the context of a large base accompanied by high growth. According to the words of industry insiders, for 100 billion Moutai, every step forward has to carry a thousand pounds, and every time you move forward, it deserves everyone's applause.
With the end of the first quarter of 2024, Kweichow Moutai broke its own annual growth target of 15%, with revenue and profit of 18.04% and 15.59% respectively, once again convincing to everyone, demonstrating the strength of Moutai's brand power.
As a leading enterprise in China's liquor industry, Kweichow Moutai is well aware of its responsibilities, and Moutai wants to be beautiful, but also to share beauty. Judging from the results, Kweichow Moutai has done it, and in 2024, which is based on the "Year of Consumption Promotion", it has not only withstood the pressure, but also supported a sunny day for everyone.
In the eyes of industry veterans, the current Chinese liquor industry "has no shortage of good liquor", and there is only one thing lacking from south to north and from east to west, that is, confidence. Confidence is the driving force to persevere, confidence is the premise of pioneering and enterprising, and confidence is the guarantee to promote the high quality of the entire industry...... So, nothing is more precious than faith.
Kweichow Moutai's better-than-expected performance in the first quarter of 2024 is confidence. In the context of the in-depth adjustment of the liquor industry, with weak consumption, contradiction between supply and demand, internal price involution, and declining output, Kweichow Moutai stabilized the situation with "hard power", and the main operating indicators still maintained double-digit growth, highlighting the leading role of the industry leader.
2
Kweichow Moutai's "troika" large single product, series of wine, digitalization!
According to the first quarter report of 2024 released by Kweichow Moutai, the steady growth of the main financial indicators in the first quarter of this year is first of all inseparable from the stable performance of Moutai, a super single product. In the first quarter, Moutai achieved revenue of 39.707 billion yuan, a year-on-year increase of 17.75%, accounting for nearly 87% of revenue.
Secondly, the series of wines also continued to grow, standing firmly in the position of the second growth pole, achieving revenue of 5.936 billion yuan, a year-on-year increase of 18.39%. In this regard, an industry expert interviewed by the media said, "Each single product of the series of wines has room for growth beyond the performance of a regional famous wine listed company." ”
Up to now, Kweichow Moutai has formed a 100 billion yuan large single product Moutai liquor, 10 billion yuan large single product Moutai 1935, as well as Moutai Prince Liquor, Han sauce, Guizhou Daqu, Lai Mao single product, etc., forming a 100 billion yuan, 10 billion yuan, and one billion yuan large single product pattern, and the product matrix is comprehensively constructed.
In other words, whether it is in the high-end liquor track of more than 1,000 yuan, or the low-end liquor track of less than 1,000 yuan, you can see the vigorous running posture of Kweichow Moutai's products. And under the pull of these "two carriages", no one will not believe that Kweichow Moutai has the strength to continue to grow.
In addition, digital marketing has once again made a contribution. As we all know, "i Moutai" has four identities at the same time: "the communicator of Moutai culture, the link of the whole chain from products to commodities, the practitioner of digital marketing, and the collaborator of channels", which has imperceptibly influenced the strategic changes of Moutai in the past two years.
In the first quarter of 2024, the much-talked-about "i Moutai" digital marketing platform achieved a revenue of 5.343 billion yuan excluding alcohol tax in the first quarter, a year-on-year increase of 8.97%. Although the growth rate has slowed down compared with previous years, this does not prevent the market from affirming Kweichow Moutai's focus on exploring and developing digitalization.
In the eyes of industry insiders, digital is used for product marketing, digital is used for brand promotion, and digital is used to create a younger image...... It is precisely because of this series of measures that Kweichow Moutai has gained more market discourse, and has the means and ability to open an upward channel for the price of more liquor products while stabilizing its own prices.
3
Kweichow Moutai, stable price!
Kweichow Moutai's "great victory" in the first quarter of 2024 is certainly gratifying, but the problems that arise in the process of moving forward also need to be faced head-on.
Under the current consumption level, the market is highly concerned about the stability of Moutai's price, and the market performance of Moutai has an important impact on the entire liquor sector. Since April, the price of Moutai has gone up and down, which has made many people feel panicked.
In this regard, a number of industry veterans interviewed by the media have given a more consistent interpretation of the decline in the price of Moutai, one is the lack of demand in the off-season, and the other is the exaggeration of Bo traffic.
First of all, after the traditional Spring Festival peak season, there is the traditional off-season in the liquor industry, and it is normal for the demand to decrease in the off-season. Secondly, in order to attract traffic, some online bloggers published some sensational and false interpretations about the price of Moutai, which also affected the price expectations of terminal store operators.
You can rest assured that with the current brand height and market position of Moutai, the rise and fall of its price will only be affected by the supply, as long as Kweichow Moutai "does not open the gate and release water", it will be difficult for the price of Moutai in the market to continue to fall.
It is foreseeable that the "good start" in 2024 is only a good start, and in the next 2024, Kweichow Moutai should have more performance beyond expectations, which is worth looking forward to.
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