2021 “steady progress and good start”
On April 29, Kweichow Moutai Co.Ltd(600519) held the performance explanation meeting for 2021 and the first quarter of 2022 Kweichow Moutai Co.Ltd(600519) chairman Ding Xiongjun said at the meeting that Maotai’s performance in 2021 showed a trend of “steady progress and good start”.
According to the data, in 2021, Maotai achieved a total operating revenue of 109.4 billion yuan, a year-on-year increase of 11.71%, exceeding the annual revenue target of 108.3 billion yuan, and the net profit attributable to shareholders of listed companies was 54.62 billion yuan, a year-on-year increase of 12.34%. In 2021, Maotai’s revenue and profit indicators successfully achieved a good start in the Kweichow Moutai Co.Ltd(600519) “14th five year plan”.
Ding Xiongjun said that this year, he proposed to achieve an operating revenue of 125.9 billion, with a target increase of 15%. This goal has been scientifically and rigorously calculated, and I have full confidence in achieving this goal.
In addition, Ding Xiongjun also said that the achievements of Maotai in 2021 are hard won and mainly depend on the two keys of “stability” and “reform”.
Stability is the keynote of China’s macroeconomic operation. Ding Xiongjun said that in the face of the impact of covid-19 pneumonia epidemic and the changes in the environment at home and abroad, Maotai has paid overall attention to epidemic prevention and control and production and operation.
“What is stable? We have stabilized supply and sales, responded to and resolved various risks to the greatest extent, and ensured the steady development of the enterprise.” Ding Xiongjun said, “double-digit growth can also be said to be a stable performance.”
The second keyword of Maotai is change. Ding Xiongjun said that Maotai took the initiative to respond to changes in the market and development, steadily promoted the reform of the management system and marketing system, and constantly optimized the product and brand structure. The market position of Maotai liquor continues to be stable and firm, the brand competitiveness of series liquor continues to enhance, and Maotai flavor liquor company has stood on the level of 10 billion, becoming an important growth pole and strong support.
solve the price problem
hit three moves combination fist
In view of the price of Maotai liquor, Ding Xiongjun, chairman of Kweichow Moutai Co.Ltd(600519) board of directors, said that the formation of price has its own law, and the state has special laws and regulations on price management. On the price issue, Maotai has always been in accordance with the law and the rule of law.
In addition, Maotai also follows the principle of marketization. In the whole process of Maotai liquor price formation, it has experienced different stages. “The ex factory price of Feitian Maotai is 969 yuan and the official guidance price is 1499 yuan. Now the terminal price may be higher than 1499 yuan. Some shareholders hope to attribute the price and profit higher than 1499 yuan to the state and shareholders, (I) can understand this idea very much.” Ding Xiongjun said.
“For this matter, I think the way is two words – reform. But reform is a systematic reform, not simply raising or lowering prices. The essence of the reform is to continue modern management.”
The first is the reform of marketing system. Ding Xiongjun pointed out that the key to the reform of the marketing system lies in the channel, and Maotai has made a lot of efforts in the channel. We should not only recognize the contribution of some channels to Maotai in the past, but also innovate some new channels, reform some channels and solve the channel problems in the marketing system. In terms of marketing, Maotai puts forward “five in one marketing”. Active marketing means to make marketing close to the market, consumers and channel providers. Digital marketing is to ensure fairness and fidelity through digitization, so that Maotai liquor can be sold to consumers. There are also cultural marketing law, brand marketing law, management and service marketing law, which is the reform of the marketing system.
At present, Kweichow Moutai Co.Ltd(600519) has successfully launched the digital marketing platform. The successful launch of this platform and the continuous enhancement of corporate governance efficiency are the driving force brought by the reform. Innovation can also bring power. We have issued special policies in the four dimensions of innovative projects, innovative platforms, innovative talents and innovative policies to speed up the pace of scientific and technological innovation and enhance the power of innovation. The digital transformation of smart Maotai was accelerated.
The second is the reform of the price system. This reform is mainly to optimize the product belt and rationalize the price belt. The most important thing is to return Maotai to the commodity attribute, and the price can truly reflect the needs of consumers. In recent months, regardless of the peak season and off-season, Maotai has achieved stable prices through reform without ups and downs.
Finally, the product system reform. By continuously optimizing the product structure system, Maotai will build a brand structure with product price matching, clear hierarchy and reasonable gradient, and strengthen the series of noble products, treasures and fine products of Maotai. In the future, Maotai liquor and Maotai series liquor will be available in all price bands of more than 2000 yuan, 1000 yuan, 5001000 yuan and 200500 yuan.
“We should make comprehensive measures and play a good combination of boxing.” Ding Xiongjun said.
“I Maotai” was launched in less than one month, with a cumulative revenue of 1.188 billion yuan
Ding Xiongjun said at the meeting that “I Maotai” has been put into trial operation for less than a month since March 31. As of April 28, the total number of registered people has exceeded 11.46 million, with a total of 200 million reservations, an average of 7.12 million reservations per day, and a cumulative revenue of 1.188 billion yuan.
Ding Xiongjun said to investors’ questions about the purchase of “I Maotai” that “I am the same. I apply for it every day. When I apply for it, I will send you my screenshot of the purchase. I don’t have it now, and the general manager hasn’t applied for it either.” However, Ding Xiongjun revealed during the communication that Jiang Yan, the company’s board secretary, successfully applied.
Ding Xiongjun said that Maotai wants “I Maotai” to carry four functions. First, he is the disseminator of Maotai culture. Entering the “beauty era”, we should let everyone feel the beauty of Maotai liquor and the beauty of Maotai culture. Therefore, through “I Maotai” become the disseminator of Maotai culture. This is the first thing Xiaomao has to do.
Second, become a link from products to the whole chain of commodities. The “I Maotai” terminal looks like a subscription platform and reservation platform. After May 19, it will have other functions, which will be introduced to you when it is officially launched. The whole process from production and storage to digital supply of raw materials should be done. In the future, some products will directly distribute wine to consumers through their own channels or controlled channels. Real Maotai wine can be bought through official channels, which is a link of the whole chain and the whole path. This is the second thing Xiaomao has to do.
Third, be a practitioner of digital marketing. Now it’s time to buy wine online and pick up the goods nearby. In the future, some products will continue to be picked up nearby. Through digital marketing, what kind of price to buy on what platform, how to serve you after purchase, and how to use digital methods for better management and more beautiful services. This is the third thing Xiaomao has to do.
Fourth, be the collaborator of the channel. Maotai’s price and channels are formed in history. We must recognize the rationality and partial rationality of some channels. It is hoped that new incremental channels and platforms, as well as some channels that have been formed in the past, such as social channels, e-commerce channels, business supermarket channels and self operated stores, will work together to build “I Maotai” into an integrator and collaborator of many channels. “Xiaomao” is working hard now.
“I hope it can meet the expectations of investors and consumers in the future and meet the expectations of Lbx Pharmacy Chain Joint Stock Company(603883) for Maotai to the greatest extent.” Ding Xiongjun said.
