Following Kweichow Moutai Co.Ltd(600519) , more Baijiu enterprises first announced the 1-2 month business data in 2022, which is generally beyond expectations.
On March 11, Jiugui Liquor Co.Ltd(000799) issued an announcement. After preliminary accounting, the total operating revenue from January to February is expected to be about 1.4 billion yuan, an increase of about 120% over the same period last year; The net profit is expected to be about 465 million yuan, an increase of about 130% over the same period last year.
Like Jiugui Liquor Co.Ltd(000799) , Kweichow Moutai Co.Ltd(600519) , Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) , Jiangsu King'S Luck Brewery Joint-Stock Co.Ltd(603369) , which released monthly operation data before, also gave brilliant answers.
12 month Baijiu enterprise performance exceeds expected
Although the market is not expecting the Spring Festival, the Baijiu enterprise's performance is improving.
Kweichow Moutai Co.Ltd(600519) said in the announcement that from January to February 2022, the total operating revenue and net profit of the company achieved a year-on-year increase of about 20%.
Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) announced that after preliminary accounting, the company is expected to achieve a total operating revenue of more than 7.4 billion yuan from January to February 2022, with a year-on-year increase of more than 35%; The net profit attributable to shareholders of listed companies is expected to be more than 2.7 billion yuan, with a year-on-year growth rate of more than 50%. In addition, Jiangsu King'S Luck Brewery Joint-Stock Co.Ltd(603369) announced that from January to February 2022, the company's total operating revenue and net profit increased by about 25% and 26% respectively year-on-year.
"During the Spring Festival in 2022, Kweichow Moutai Co.Ltd(600519) 's product sales momentum is good, the market shows a strong sales trend, and has successfully achieved a 'good start'." Kweichow Moutai Co.Ltd(600519) said Jiangsu King'S Luck Brewery Joint-Stock Co.Ltd(603369) also said that during the Spring Festival in 2022, the company's product sales grew well and achieved a "good start".
In addition, Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) said that in 2022, the company continued to gather brand potential energy, comprehensively improved operation efficiency, overcame the impact of the epidemic in all sales areas, arranged the peak season of the Spring Festival in advance, the overall market sales were good, medium and high-end products such as Qinghua Fenjiu series achieved substantial growth, and the operating revenue and net profit reached the best level in history.
In the view of insiders, the layout of the peak sales season in advance and the development of medium and high-end products have become the main reasons for the performance of the above wine enterprises to exceed expectations.
Taking Kweichow Moutai Co.Ltd(600519) as an example, Southwest Securities Co.Ltd(600369) said in the research report that the year-on-year increase in Kweichow Moutai Co.Ltd(600519) performance was mainly due to the price increase of non-standard liquor, the increment of new products in 1935 and the optimization of product and channel structure.
Cai Xuefei, general manager of Zhiqu consulting, said to the reporter of Securities Daily: "Maotai's net profit increased by about 20% in the first two months of this year. First, in addition to the high-end social attribute of high-end famous liquor during the Spring Festival, Maotai also has a certain financial investment attribute, which will be greatly sought after by the market. At the same time, it coincides with the peak sales season and jointly drives the performance growth; second, many new products of Maotai, such as treasures, the year of the tiger zodiac and Maotai The successive listing of Maotai 1935 also directly promoted the sales growth of Maotai in multiple market segments. "
Baijiu industry rise, circle marketing
"This also shows that the channel structure of China's liquor industry is undergoing major changes." Xiao Zhuqing, chairman of Wuhan golden Kui Technology Co., Ltd. told the Securities Daily reporter that "the share of liquor sold by traditional channels is getting smaller and smaller. A large number of Baijiu sales are mainly completed between the circles."
During the Spring Festival, the media outlets visited the terminal outlets such as Chao, Baijiu and other lines. "Liquor sales are flat", "sales are not better than before." "business is not good" seems to be the mainstream of the market.
However, unexpectedly, the disclosed performance of liquor enterprises has shown a "good start". It should be noted that in the first two months of this year alone, the revenue and net profit data of Jiugui Liquor Co.Ltd(000799) have far exceeded that of the first quarter of last year, and even approached the performance of the first half of 2021.
According to the company's previous financial report data, Jiugui Liquor Co.Ltd(000799) 2021 achieved a revenue of 908 million yuan in the first quarter of 2021, with a year-on-year increase of 190.36%; The net profit was 268 million yuan, a year-on-year increase of 178.85%. For the whole year of 2021, the company is expected to realize a net profit of 880 million yuan to 950 million yuan.
It is also understood that Kweichow Moutai Co.Ltd(600519) 2022 achieved a year-on-year increase of about 20% in revenue and net profit from January to February, which is also higher than the performance growth of the company in recent three years.
Xiao Zhuqing pointed out: "no matter what Moutai chairman Ding Xiongjun said, requiring all salesmen to walk into" Mao powder "or go to the side of consumer opinion leaders, and more breweries carry out consumer interaction with leaders and leaders, and develop marketing in circles, all show that Baijiu channel structure is changing.
Jiugui Liquor Co.Ltd(000799) in this monthly business report, the company mentioned that in 2022, in addition to continuously strengthening intensive cultivation in the base market and brand leadership in the highland market, the company also quickly and effectively promoted the layout of national excellent merchants, strengthened and optimized circle marketing and core store construction, and continuously improved brand culture and team culture, improving customer satisfaction, consumer awareness and brand reputation, The business situation from January to February was exceeded.
The Baijiu industry is facing the marketing of circles. Xiao Zhuqing further indicated: "the core of the circle marketing is that the circle leaders have the Pang Dasi domain traffic, which has certain influence, and the communication cost and trust cost are low in the transaction."
