The market is getting bigger and bigger, and the products are getting stronger and stronger!
Text | Selling Wine Wolf Team
Ed southerly
On April 25, Shanxi Xinghuacun Fenjiu Distillery Co., Ltd. (hereinafter referred to as "Shanxi Fenjiu") released its 2023 annual report, saying that the company achieved revenue of 31.928 billion yuan in 2023, a year-on-year increase of 21.8%, and a net profit of 10.438 billion yuan, a year-on-year increase of 28.93%.
A
Revenue and net profit both increased by more than 20% year-on-year
For the performance of revenue and net profit attributable to the parent company increased by more than 20% year-on-year, Shanxi Fenjiu pointed out that the company has three core advantages: production technology advantages, historical and cultural advantages, and brand category advantages, which are respectively leading manufacturing power, profound heritage and "three well-known brands" to escort together.
In the fragrant liquor industry, Fenjiu has leading manufacturing capabilities. In 2015, Fenjiu announced the implementation of internal control standards that are "stricter than international standards", and the enterprise standards were the first in the industry to reach the international advanced level, the first to announce the integration with international standards, and the first to publicly commit to the implementation of international standards.
In 2022, Yuan Qingmao issued the "White Paper on Quality Improvement of Fenjiu" and the "General Map of Fenjiu Product Quality Monitoring" to control product quality strictly, standardly, and with high standards......
In addition, Fenjiu has a green raw grain base in many provinces, and has taken the lead in realizing the full traceability from the field to the table, and the company's national technology center, Shanxi liquor product quality inspection center, and national tasters, brewing masters, and master studios are a strong guarantee for the quality of Fenjiu.
Fenjiu has a long history and profound cultural heritage. It is reported that Fenjiu has a long history of about 4,000 years, with unique cultural characteristics, unique cultural value, and unique brewing technology.
In recent years, Fenjiu has gradually formed a new cultural pattern of "five-in-one" corporate culture, wine culture, brand culture, cultural heritage and cultural marketing with "Chinese wine soul" as the core. At the same time, Fenjiu is also trying various new media means to enrich the expression of Fenjiu culture and strive to make Fenjiu culture truly "live".
As a beautiful business card of Shanxi, a model of the provincial light industry industry, and a leader in the revitalization of the food industry, it has three well-known brands: "Fen", "Zhuyeqing" and "Xinghuacun". It has a certain influence in the two major categories of liquor and health wine.
According to the rejuvenation program, the period from 2022 to 2024 is a period of development transformation and management upgrading for the revival of Fenjiu. In 2023, the three major brands of Fenjiu, Zhuyeqing and Xinghuacun will establish a linkage mechanism, and the brand strategic planning plan will be clearer.
Fenjiu has consolidated its foundation, adjusted its product structure, strengthened its channel and terminal control capabilities, and optimized its profit model. Xinghuacun Liquor has clarified the market development plan of "3+3+N", focused on resource investment, deepened channel layout, and explored opportunity markets.
Focusing on the "12233" marketing policy, Zhuye Qingjiu strengthens the research of "wine + medicine" category and builds a "classic + innovative" marketing model.
B
Medium and high-end products have grown together, and progress has been made in and outside the province!
Continued in 2024
Fenjiu said in the report that the current market layout of "fragrant world" has been initially formed. The 1 billion market continued to increase, and the core market south of the Yangtze River increased by more than 30% year-on-year, further expanding the process of nationalization. Among them, the sales of blue and white series accounted for 46%, and the high-end highlights of the brand were prominent.
In terms of products, the revenue of medium and high-priced liquor was 23.203 billion yuan, a year-on-year increase of 22.56%, and the revenue of other liquor was 8.54 billion yuan, a year-on-year increase of 20.15%. In terms of regions, the revenue of Shanxi Fenjiu in the province was 12.084 billion yuan, a year-on-year increase of 20.41%, and the revenue of the market outside the province was 19.659 billion yuan, a year-on-year increase of 22.84%.
It is also worth mentioning that in the first quarter of 2024, Shanxi Fenjiu ushered in a "good start", achieving operating income of 15.338 billion yuan, a year-on-year increase of 20.94%, and net profit attributable to the parent company of 6.262 billion yuan, a year-on-year increase of 29.95%.
For the annual results, Fenjiu's attitude is to "scientifically and reasonably determine the main indicators in 2024, and strive to increase operating income by about 20% compared with the previous year." ”
Shanxi Fenjiu said that in 2024, the company will uphold the corporate tenet of "fair and just, system management, regular management, and achievement management", in accordance with the four basic logics of "correct development, correcting deviations and correcting defects, innovating the era, and practicing excellence", grasp the five key directions of "establishing a scientific marketing system, making breakthroughs in marketing management, adjusting product structure, building a value community of manufacturers, and improving cultural marketing capabilities", do a good job in continuation and development, inheritance and innovation, and continue to explore the path of Fenjiu's rejuvenation.
At the same time, Shanxi Fenjiu emphasized that the concentration of the mainland liquor industry continues to increase, the competition is becoming increasingly fierce, the liquor market is showing an accelerated differentiation trend, and the market is gradually concentrating on high-quality brands.
The company will pay close attention to market dynamics, pay attention to quality and brand promotion, optimize product structure, innovate marketing models, expand the market through multiple channels, and improve the company's core competitiveness and product market share.
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