Enterprise view | Gujing tribute wine sales rate of 28.74% ranks in the forefront of 10 billion liquor enterprises, and the 50% rebate for new products may be the tip of the iceberg

Lin Chen/Wen

Finance and Economics Network Sankei News Often new products to attract investment promised to rebate 50% of the Gujing tribute liquor, in the third quarterly report once again stood on the high point of tens of billions of liquor sales rates.

On the afternoon of October 29, Gujing Tribute Wine released its financial report for the first three quarters of 2021. Disclosed that the company's revenue in the first three quarters increased by 25.19% to 10.1 billion yuan, and the net profit attributable to the company increased by 28.05% to 1.969 billion yuan. From the perspective of volume, the revenue is approaching the whole of last year, and the net profit has exceeded more than 100 million yuan for the whole of last year.

However, along with the high performance, there is also the sales cost of Gujing tribute wine. Its third quarterly report disclosed sales expenses of 2.903 billion yuan, a rough estimate of the increase of about 22.64%, and the sales rate of about 28.74%.

According to the financial network industry and economic understanding, in the tens of billions of liquor enterprises, excluding the diversified business of Shunxin Agriculture, in the first three quarters of this year, the sales rates of Guizhou Moutai, Wuliangye, Yanghe Shares, Luzhou Laojiao and Shanxi Fenjiu were around 2.5%, 10.86%, 10.04%, 13.73% and 16.14% respectively. Compared with the two, the sales rate of Gujing tribute wine, which has not yet been fully nationalized, is high.

The promise of high rebates in the process of attracting investment may reveal the tip of the iceberg of the high cost ratio of ancient well tools.

Recently, during the Tianjin Autumn Sugar Period, caijing network Sankei noted that Gujing Tribute Wine is promoting boxed series products with a price of about 100 yuan to 300 yuan. Among them, the three grades of products called Gujing Chenjiu have a retail price of 128, 158 and 188 yuan respectively. The actual ex-factory price is around 58, 78, 98 yuan. Another Bo ju series, the external retail price of red chrysanthemum and golden chrysanthemum is 228 and 328 yuan. But the actual ex-factory price is only 108 and 198 yuan.

A salesman of Gujing Tribute Wine told The Finance network Sankei that the first batch of the two models is 200,000 yuan, which is 50% rebate support. Gujing Chenjiu in Beijing for the time being, there is no customer to do supermarket channels, it is expected that the dealer's task in the first year is 1 million yuan, and there are 3 additional points of rebate rewards for completing the task.

"Generally speaking, rebates are included in sales expenses as a promotional cost. Generally speaking, the rebate of 20%-30% is already very high, and only some new products during the promotion period, or new products with insufficient brand power, stimulate dealers to receive goods through high rebates. Wine industry analyst Cai Xuefei revealed to the financial network Sankei.

According to the financial network Sankei in Tianjin Autumn Sugar Observation, a sauce wine brand A launched a product with a retail price of 598 yuan, promising to give dealers a rebate of more than 20%. A sauce wine brand B promised a standard purchase price of 308 products, and the price was reduced to more than 190 yuan after the rebate.

Perhaps, Gujing Tribute Wine, which is more violent than the hot rebate of sauce wine, is relying on the channel-driven model under high cost investment to find new product increments.