Is the yellow wine dragon head Guyue Longshan undervalued?

The wine industry has been really hot in recent years, although there are fewer and fewer people who drink wine, and the people who drink big wine are not as good as before, and the overall sales volume of alcohol has declined year by year, but the wine is exchanged for the amount, and the high profit is constantly obtained by raising the price.

Moutai market value of 2.1 trillion yuan, gross profit margin of 91.38%, long-term domination of the liquor list, recently there are media broke the news that the retail price of a bottle of Moutai wine speculated to more than 3600 yuan, is still a bottle is difficult to find.

Wuliangye has a market value of 920 billion yuan, a gross profit margin of 76.43%, and the leading position of fragrant wine cannot be shaken.

The remaining liquor companies Luzhou Laojiao, Shanxi Fenjiu and other high-end liquor gross profit margin of 70%, of which the more high-end liquor, the higher the profit, the better to sell, is really a strange phenomenon.

Compared with a bottle of liquor that is difficult to find, red wine and beer are somewhat tepid, taking Zhang Yu as an example, sales and profits have stagnated at the same time in recent years. In terms of beer, Tsingtao Beer has performed well, although the sales revenue is also too high-speed growth period, but with the launch of high-end products, net profit growth is very good.

Compared with red and white beer, Yellow wine with Chinese characteristics is a bit out of the ordinary. Yellow wine may not be familiar to everyone, but when you say a wine name, everyone must know that "daughter red", according to legend, the wine that daughter drank when she got married, was once a household name. It is somewhat inconceivable that the wine that used to be so loud is now buried.

Taking Guyue Longshan as an example, the gross profit margin of the company's products is less than 40%, and the return on net assets is only 3.56%, where is this figure a little bit of alcohol? Compared with the current heat of the capital market for liquor, it also seems out of place. So is rice wine really not as valuable as liquor? Or is the publicity of rice wine not done well?

Guyue Longshan is currently the largest production base of rice wine in China, the leading enterprise in the rice wine industry, the main products of Guyue Longshan, Daughter Hong, Zhuangyuan Hong, Shen Yonghe, Jianhu brand Shaoxing Yellow Wine is the first batch of National Geographical Indication products in China. The company's products are distributed in major cities across the country, exported to Japan, Southeast Asia and other countries and regions, and stationed in the "Chinese National Wine" area of more than 3,000 duty-free shops in Camus, enjoying the reputation of "National Essence Yellow Wine".

Chen Daoming once acted in a TV series "Shaoxing Master" and mentioned yellow wine many times, of course, the sponsor of this classic commercial drama is also Guyue Longshan Wine, but it reflects the love of the people of Jiangnan for yellow wine in the late Qing Dynasty.

In fact, according to the efficacy, the value of rice wine is higher than other wines, liquor is more uncomfortable to drink, and now many people do not drink, why? People who often drink alcohol are very prone to liver disease, stomach disease, etc. when they are older. And liquor only paralyzes the nerves, and it really says that drinking liquor can cure what disease, or how much benefit it has for the body, as if there is no medical proof. And yellow wine is different, yellow wine is often used in traditional Chinese medicine medicine, Dong'e ejiao boiled ejiao paste, peach blossom Ji is the use of ancient Yue Longshan yellow wine. In addition, rice wine is also rich in amino acids, which have the effect of scavenging free radicals and preventing cardiovascular, anti-cancer and anti-aging.

As for why the medicinal value of such a high yellow wine can not be accepted by the people, why the price increase measures of yellow wine can not be implemented, people are puzzled, think about it, may be related to the liquor speculation model, men's luxury goods are liquor, and the entire category of yellow wine is very low-end, so I hope that Guyue Longshan, Huijishan and other yellow wine faucets, potential research and development, the launch of high-end yellow wine, enhance the value of the entire yellow wine category.