**: Wine industry reference.
Bidding farewell to the past 2023 and setting sail for a new year, we are inexplicably excited and look forward to working with all colleagues in the wine industry on the new journey to go more stable and further.
Learn from the past and know the future, and forge ahead. At this special juncture, the editorial department of Yunjiu Toutiao has selected the top ten hot events in the wine industry in 2023 to review the important changes in the wine industry this year.
Zhenjiu Lidu was listed in Hong Kong, the only successfully listed company in the liquor industry in the past seven years.
On April 27, 2023, Zhenjiu Lidu Group was officially listed on the main board of the Hong Kong Stock Exchange, **6979HK has become the first stock of Hong Kong liquor, the second stock of Chinese soy sauce liquor, and the only company successfully listed in the liquor industry in the past 7 years.
According to the data of the 2023 semi-annual report, Zhenjiu Lidu's revenue and net profit have achieved double-digit growth, and its revenue scale ranks 10th among all listed liquor companies.
On September 5, 2023, Zhenjiu Li Du was officially included in the "Hong Kong Stock Connect". In December 2023, Zhenjiu Li Du was included in four important indices of the FTSE Russell Global Index Series (GEIS). Since its listing in Hong Kong, Zhenjiu Lidu has been continuously recognized by the capital market for its brand growth, enterprise development potential and market competitiveness, and the attention of domestic and foreign markets has been continuously improved.
The successful listing of Zhenjiu Li Du has opened the way for the liquor industry to be successfully listed on the Hong Kong stock market. Prior to February, the full implementation of the reform of the first issuance registration system was officially launched, and the review of A-share IPOs was tightened.
Moutai raised the ex-factory price, and the profit of the group's liquor sector exceeded 100 billion.
On the evening of October 31, 2023, Kweichow Moutai issued an announcement announcing that from November 1, 2023, it will adjust the ex-factory ** of 53% vol500ml Kweichow Moutai (Feitian, Five-Star), with an average increase of about 20%.
This is the first adjustment since New Year's Day 2018, after Feitian Moutai factory ** remained at 969 yuan for nearly 6 years. After this adjustment, Feitian Moutai shipped about 1169 yuan bottles.
Moutai's price increase has detonated huge attention inside and outside the industry, and ** brokers, experts and people in the wine industry are generally optimistic about Moutai's confidence in the market.
Since then, Yunjiu Toutiao has learned from the investigation of five provinces and six cities that after the price increase, the wholesale price of Moutai market is **20-80 yuan per bottle, which remains stable as a whole, and there is no channel hoarding and centralized ordering.
According to the Moutai Group Market Work Conference held on December 30, 2023, it is expected that the revenue of Moutai Group's liquor sector will exceed 150 billion yuan in 2023, and the profit will exceed 100 billion yuan. The day before, Kweichow Moutai announced that it is expected to have a total operating income of about 149.5 billion yuan, of which Moutai's operating income is about 125.8 billion yuan.
The whole industry pays attention to the pressure of channels and takes multiple measures to promote market sales.
In 2023, China's liquor industry is full of complex challenges, such as inversion, high inventory, and difficult sales, which have become common problems in the industry, resulting in a downturn in market sentiment. In this context, unblocking channels and promoting dynamic sales have become the most important matters of concern to the whole industry.
Through online live streaming, offline tour tastings, scanning codes to receive red envelopes for cashback, banquet gifts, price reductions, etc., manufacturers promote product sales. Taking Guotai as an example, in 2023, Guotai will carry out banquet 570,000 games, more than 900,000 tables, covering more than 9.09 million consumers, nearly twice the amount of banquet expansion tasks set at the beginning of the year.
At the same time, with the vigorous development of the alcohol market, emerging channels such as live-streaming e-commerce and hobby e-commerce have emerged, becoming an important force to promote consumption upgrading and promote economic growth.
Sichuan Liquor National Tour & Sichuan Liquor Global Tour to accelerate the internationalization of Chinese liquor.
From September 7th to 14th, 2023, the 2023 Sichuan Liquor Global Tour will go to Tokyo, Japan and Sydney, Australia to carry out a series of activities and brand promotion. Immediately afterwards, the 2023 "Sichuan Wine National Tour" was successfully held in Qingdao.
Sichuan Liquor launched the national and global tours simultaneously during the year, and released its brand influence in the domestic market and the international market simultaneously, which was the first time for Sichuan Liquor"Six Golden Flowers of Sichuan Liquor" Wuliangye, Luzhou Laojiao, Jiannanchun, Langjiu, Shede, and Shuijingfang debuted overseas for the first time in the form of a group of production areas, which is not only the first time for Sichuan Liquor, but also the first time in the entire Chinese liquor producing area.
From the national to the global tour, Sichuan liquor has shown abundant vitality and strong self-confidence, and under its leadership, Chinese liquor is moving towards a broader market.
Renhuai's package of pioneering explorations leads the modern practice of Chinese-style production areas.
From November 18th to 20th, 2023, the AIIC 2023 Wine Industry Innovation and Investment Conference was held in Haikou. Lu Zhongyu, member of the Standing Committee of the Zunyi Municipal Party Committee of Guizhou Province and Secretary of the Renhuai Municipal Party Committee, attended the plenary meeting and delivered a speech on "Exploration and Practice of Renhuai Production Area".
Lu Zhongyu introduced that in actively exploring the development of liquor producing areas with Chinese characteristics, Renhuai production area has fully combined the five elements of uniqueness, completeness, scale, difference and sustainability, and built six major systems such as planning and protection, industrial clusters, management systems, quality standards, talent training and cultural expression.
Since the implementation of the comprehensive management of the liquor industry, Renhuai has intensively issued at least 12 normative documents and standardsThrough the comprehensive management of "low, small, scattered and weak", through clean-up and withdrawal, mergers and acquisitions and other governance measures, the number of liquor production enterprises in the city has been reduced from 1,925 to less than 1,000.
Since the release of the new Guofa No. 2 document, Renhuai has made further efforts to promote the classification system of production areas, the selection of the top ten famous wines, the formulation of the standard system, the convening of dialogue meetings in production areas, the implementation of the strategy of integration of wine and tourism, the cultural remodeling, the release of the Chinese wine culture document "Wine Codex", and the promotion of the implementation of the 2024 Brussels Spirits Grand Prix.
Renhuai production area has a certain scale of enterprise clusters and a relatively complete industrial chain, standardized institutional system, is one of the most representative production areas in China, has the confidence and strength to benchmark the world's top production areas.
Fenjiu is in the position, leading the strong rise of fragrance.
On December 6, the 2023 Fenjiu Global Distributor Conference was held in Taiyuan, Shanxi, at which Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, set the tone for the high-quality development of Fenjiu with "three potential energy, four logics, and five key directions". Yuan Qingmao believes that the continuous growth of Fenjiu has three potential energies: the potential energy of famous liquor, the potential energy of fragrance, and the potential energy of Fenjiu.
In April 2023, Fenjiu achieved rounding up with a revenue of more than 26 billion yuan in the previous year, ranking fourth in the revenue of listed liquor companiesIn the first three quarters, it outperformed the full year of 2022, achieving revenue of 2674.4 billion, only one step away from the 30 billion mark.
In the first six months of 2023, the number of controllable terminals in Fenjiu will reach 1.2 million, and the control ability of channels and terminals will be further enhanced. At the same time, Fenjiu also practices the "living culture" at all times, continuously adjusts the product structure, and continuously deepens the refined management. Under the leadership of the head of Fenjiu, the "era of great fragrance" is about to emerge.
Xifeng wine, the fate of the present world spans 10 billion, and the thick sauce Qingfeng is full of flowers.
On December 28, 2023, Jinshiyuan announced that the company's total revenue in 2023 is expected to be 100500 million yuan;According to market news, Xifeng Liquor will also successfully cross 10 billion yuan in 2023, and will hold a 10 billion celebration on January 6, 2024.
This is the first time that tens of billions of enterprises have been born since Guizhou Guotai officially announced that it would enter 10 billion yuan in 2021. So far, since 2009, when Wuliangye achieved 10 billion yuan for the first time, a total of 14 wine companies have crossed the 10 billion line in 14 years.
With the continuous expansion of the 10 billion camp, the fragrance types covered are becoming more and more abundant, such as strong fragrance, sauce fragrance, light fragrance, and phoenix fragrance, each with its own beauty.
Scientific and geographical research and expression have become a consensus, revealing the secret code of good wine.
In the past ten years, Moutai Group has invested more than 6 billion yuan in R&D in various fields of the whole industry chain, and carried out more than 260 scientific research and innovation projects.
In October 2023, the 2023 "China Food Industry Association Science and Technology Award" will award projects and personnel, and the project "Assessment and Bearing Research on Key Environmental Factors in the Main Production Areas of Sauce-flavored Liquor" completed by Moutai will win the first prize, Yang Fan of Moutai Science and Technology Research Institute will be awarded the leader of scientific and technological innovation, and Chen Liangqiang of the Technology Center will be awarded the Outstanding Talent of Scientific and Technological Innovation.
In October 2022, the Moutai Institute of Science and Technology was established, which will launch scientific and technological innovation projects in seven major fields such as brewing raw materials and brewing environment, and promote the qualitative breakthrough and systematic improvement of Moutai's scientific and technological innovation work.
According to the data of Wuliangye's annual report, from 2018 to 2022, R&D investment increased year by year, reaching 23.5 billion yuan. In the first half of 2023, Wuliangye's R&D investment increased by more than 30% year-on-year (13.6 billion yuan). At present, Wuliangye has built a scientific and technological innovation system with the national enterprise technology center as the overall control, and built 7 national innovation platforms, covering the complete whole brewing industry chain, and the number of platforms is the largest in the industry.
With the innovation platform as the carrier, Wuliangye carries out scientific research cooperation with well-known universities and research institutions at home and abroad. Focusing on the direction of quality and efficiency improvement, fermentation mechanism, flavor functional factors, food safety, etc., it has cultivated more than 30 major scientific and technological innovation achievements, won more than 20 scientific and technological progress awards at the provincial and ministerial level and above, has more than 1,700 patents, and published more than 700 articles, providing solid support for the high-quality development of the enterprise.
The image of "Master" is hot, conveying the spirit and responsibility of the master.
On November 28, 2023, the first video work of the wine industry to record the development of the wine industry and spread the value of the wine industry from the perspective of a master - "Master" video journal was officially launched. The documentary lasted more than two years to shoot, focusing on Gao Jingyan, Ji Keliang, Zeng Zuxun, Liang Bangchang, Xu Zhancheng, Lai Dengxuan, Zhao Yanhu, Wu Xiaoping 8 wine industry masters, three-dimensional presentation of their lives and contributions to the industry, conveying the spirit and responsibility of masters.
Looking back on the history of China's liquor industry, the most precious and core part is that the torch has been passed down from generation to generation of masters, so that the brewing skills have been perfected, and the quality of Chinese liquor has been deeply rooted in the genes. With a sense of mission and responsibility to record, pay tribute and lead, the "Master" video chronicles the spirit of the master of the wine industry.
At present, the image of "Master" has been broadcast on Shandong Satellite TV, CCTV, Sina and other platforms, and has successively entered Jinjiang College of Sichuan University, Beijing Agricultural College, Xinghuacun College of Shanxi University, Jiangsu Liquor Industry Association and other units for special screening, which has been widely praised by teachers and students of colleges and universities and all walks of life.
Heineken's 150th anniversary celebration was launched in Shanghai, and Chinese beer was internationalized and international beer was sinicized.
On November 1, 2023, on the Bund in Shanghai, the 150th anniversary celebration of Heineken beer was held. The Chairman of China Resources Group, the directors of CBL, the members of the board of directors of China Resources Beer, the senior management and business units of China Resources Beer, the Heineken family and its global management, the heads of cooperative institutions, and the heads of shareholders of investment institutions witnessed this historical moment.
Since China Resources Beer officially completed the acquisition of Heineken's business in China in April 2019, Heineken's development in the Chinese market has been steady. According to China Resources Beer's 2023 semi-annual report, the sales volume of the Heineken brand increased by nearly 60%, and its sales in the Chinese market increased by as much as four times compared to 2019. Jacco van der Linden, President of Heineken Asia Pacific, said: "China is on the verge of becoming Heineken's second largest market in the world, and the goal is to become the world's number one market. ”
Behind Heineken's brilliant achievements is not only a true portrayal of international beer brands penetrating into the Chinese market and gradually becoming Chinese, but also the successful practice of Chinese beer companies represented by China Resources Beer in the layout of international brands.