Announcing the acquisition of Lin Lang Liquor, Zhu Wei said that Guizhou Alcohol will become "the third largest sauce wine production capacity enterprise in the country"

Beijing News (reporter Xue Chen) Zhu Wei, who is in charge of Guizhou Alcohol and Zhijiang Wine, has been in charge of Guizhou Alcohol and Zhijiang Wine industry since the release of the news in August that "Guizhou Alcohol will open a merger and acquisition model in the second half of the year", there has been a lot of speculation in the industry about who Zhu Wei's next target is. On September 15, Zhu Wei finally gave a definitive answer, and Sichuan Linlang Liquor Group (hereinafter referred to as "Linlang Liquor") became its new acquisition target.

Zhu Wei said on his personal headline that Guizhou Alcohol and Jiangsu Variety Group's Sanji Investment Company jointly acquired the sauce liquor company Linlang Liquor, but Zhu Wei did not mention the amount of the acquisition in the dynamics. It is worth mentioning that in addition to mentioning the simple situation of Lin Lang Liquor industry in the dynamics and the company's original wine sales revenue of more than 500 million yuan last year, Zhu Wei also highlighted that "after this acquisition, Guizhou alcohol advertising slogan was officially changed to: the third largest sauce wine production capacity enterprise in the country." ”

5 hours before the signing news was sent, Zhu Wei immediately posted a message on his personal headline number, saying "Luzhou Linlang Group, strange name, short for Gulin County Langjiu Group"? The seemingly casual inquiry instantly triggered many people in the industry to leave a message inquiry in their message board, and directly broke the rumors that Guizhou Alcohol would acquire Guizhou Green Wine, which had been speculated by the industry for a long time.

In fact, until the morning of September 14 and September 15, on Zhu Wei's personal headlines, there was still a lot of news about green wine, whether it was the reason for the backwardness of green wine, or the forwarding of media reports on green wine, or the forwarding of internal magazines that green wine had run in the past, it seemed that Zhu Wei's strong interest in green wine was released to the industry, which was also an important reason why the industry believed that green wine would be included in Guizhou alcohol. In the face of all kinds of speculation, Zhu Wei only responded simply on September 14: "Guess right? See you tomorrow"? When the news of the acquisition of Lin Lang Liquor was officially announced, Zhu Wei said: "Sorry, it is not green wine."

Through Zhu Wei's operation, guizhou alcohol's acquisition of new enterprises has become a hot spot in the industry, and it has also earned enough eyeballs for the newly added Linlang liquor industry and even Guizhou green wine that has newly joined Guizhou alcohol. Until the day of the acquisition, there are still industry insiders who believe that it is not excluded that Guizhou Alcohol will simultaneously acquire two enterprises, Lin Lang Liquor and Guizhou Qingjiu, and Zhu Wei, who has satisfied the "appetite" of the industry, is nothing more than trying to re-pull the two liquor companies that have almost lost their brand appeal in the industry through a series of speculations, comparisons and discussions, and pull back the "chess game" of the liquor market competition.

So, what kind of enterprise is Lin Lang Liquor Industry that makes Zhu Wei so publicized?

According to the news, LinLang Liquor Is located in Yongle Town, Gulin County, Sichuan Province, formerly known as the local well-known enterprise in the 1980s - Gulin County Yongle Distillery, after several restructuring and development, has now become a group company integrating sauce wine production, finished wine sales and agricultural development. According to more public information, Lin Lang Liquor is currently the second largest sauce liquor production enterprise in Gulin County after Lang Liquor, and has long provided base liquor to many well-known sauce-flavored liquor companies in China.

From the perspective of scale and performance, Linlang Wine covers an area of more than 400 mu and a construction area of more than 50,000 square meters. The production capacity of sauce-flavored liquor is about 10,000 tons, and the storage capacity is 30,000 tons. Now it has more than 7,000 tons of base wine, of which about 6,000 tons of 5-12 years old wine. In 2020, the operating income of the owners of Lin Lang Liquor was 520 million yuan, and the tax profit was 160 million yuan.

More importantly, Lin Lang Liquor is located in the core production area of sauce-flavored liquor in the Chishui River Basin, and is more focused on the production of sauce-flavored liquor than Guizhou Alcohol and Zhijiang Liquor. Zhu Wei also believed in a previous interview with the media that the pattern of liquor flavor will change next, and sauce-flavored liquor will continue to heat up. Including Guizhou Alcohol and Zhijiang Liquor, they all further highlight the development and product promotion of sauce wine products on the existing basis.

Another point of view pointed out that whether it is from the actual impact of the "sauce wine fever", or the action of Guizhou alcohol in the field of "real year", as well as a series of factors such as the scale requirements of the acquisition target revealed by Zhu Wei on his social account, Linlang Wine, which has a large amount of sauce wine old wine storage, is indeed a high-quality acquisition target, and the location not only avoids the fierce competitive pressure of Moutai Town, but also can obtain the radiation drive of the core production area of the Chishui River Basin, and can also obtain the brand dividend of the production area. At the same time, Lin Lang Liquor has also become an effective supplement to the layout of Jiangsu Variety Group's liquor industry.

Public information shows that after the Variety Group took ownership, it led Guizhou Alcohol to play the "true year" brand, and in 2020, it has reversed the history of 7 consecutive years of losses and achieved tax profits of hundreds of millions of yuan, And Zhijiang Liquor also relied on the "real year" to successfully rank among the high-end brands, and the market image of low-end brands in the past has been improved. In the industry's view, the concept of "true vintage" will also continue to the Linlang wine industry, which has a large reserve of old wines.

Zan Shengda, chairman of Jiangsu Variety Group, also said in an interview with the media that the group will become bigger and stronger in the liquor industry sector, with "true vintage" as the main line, and strive to acquire a provincial liquor company every year, and the conditions for acquisition are complete production capacity, excellent winemaking technology and strong old wine reserves.

Beijing News reporter Xue Chen picture today's headline App screenshot

Edited by Zheng Mingzhu Proofread by Chen Diyan