A few days ago, the Wuliangye 12.18 conference was successfully concluded. At the meeting, Wuliangye summarized the excellent results achieved in 2023 and laid the groundwork for a "good start" in 2024. Wuliangye and the original intention of advocating and co-building with manufacturers have given dealers a "reassurance".
"12.18" has become the most "expected" day of the year for Wuliangye dealers.
On December 18, the 27th 12.18 Consultation, Co-construction and Sharing Conference of Wuliangye was held in Yibin, the "Wine Capital of China". At the meeting, Wuliangye demonstrated the achievements of high-quality development in the past year, and also revealed the company's development direction for the next year.
In fact, as the "wind vane" of the liquor industry, the 12.18 conference has evolved into a conference for consultation, co-construction and sharing with global liquor industry peers and consumers, and has become a large platform for inclusive, inclusive and shared development of the global liquor industry. The Wuliangye Distributor Conference is gradually developing from a bounded "distribution" concept to an unbounded mode of communication and dialogue between Wuliangye brand and consumers, fans, the world and culture.
Thousands of businessmen "go home" to go to the "Covenant of Harmony".
On December 18, Wuliangye invited more than 1,000 dealers, more than 50 investors and more than 100 guests to "go home" and go to the "Appointment of Harmony", which also made the conference set a new historical record, and the number of participants and the scale of the meeting reached a record high.
It is understood that Wuliangye has 110 new dealers this year, and about 2 new core terminals have been added60,000. At present, there are more than 1,700 stores, covering more than 300 cities across the country.
In the case of weak recovery of consumption and the valuation of the entire liquor industry at a historically low level, Wuliangye still maintains a strong "cohesion", which is inseparable from the concept of co-construction of manufacturers, Wuliangye's "empathy" has brought dealers a sense of belonging and real profits.
At the meeting, Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), said that reasonable channel profits are the primary problem that the company must work hard to solve. The company will make efforts to do a good job in the overall planning of the relationship between quantity and price, product-oriented market operation, differentiated products and cultural wine development, old wine value mining, and marketing process assessment and incentives. Among them, in terms of volume and price co-ordination, the ex-factory price of the eighth generation Wuliangye will be appropriately adjusted, and at the same time, the product structure, channel structure and market structure will be optimized, and the planned amount of the eighth generation Wuliangye will be appropriately reduced and the quota will be solidified, and the optimized planned volume will be invested in special specifications of Wuliangye, cultural wine and other products, as well as direct sales channels and the international market. At the same time, the company will improve the product system, provide strong support for dealers and stores to enrich the product structure and improve profitability.
In addition, under the guidance of Wuliangye's consistent "profit and efficiency from the market, and icing on the cake for excellent merchants", Wuliangye will give incentives to the marketing process of the eighth generation of Wuliangye dealers in addition to the regular assessment and rewards to help dealers strengthen market construction and effectively respond to the current situation.
Based on high-quality development, knock on the door of the world
The 12.18 conference is both a "succession" and a "future" for Wuliangye, and the commitment of letting dealers eat "reassurance" is naturally inseparable from the confidence brought by Wuliangye's own high-quality development.
At the meeting, Zeng Congqin said that in 2023, Wuliangye will adhere to the general tone of "taking the lead in stability, seeking progress in stability, improving quality and efficiency, and making more contributions", adhere to quality-based, culture-casting, upright and innovative, work hard, and be good at doing good work, so as to achieve stronger support for excellent products, stronger traction for outstanding brands, stronger driving force for innovation and development, and stronger guarantee for modern governance.
From the perspective of performance, in the first three quarters of this year, Wuliangye still maintained a double-digit increase in revenue and net profit attributable to the parent company, and the company achieved operating income of 6253.6 billion yuan, a year-on-year increase of 1211%, and the net profit attributable to the parent company was 2283.3 billion yuan, a year-on-year increase of 1424%。
Reflected in the brand value, in the list of "Brand Finance 2023 Top 500 Global Brand Value", Wuliangye is even more famous at 302The brand value of US$900 million ranks 59th on the list, and the brand strength rating has reached AAA+ (the highest level in the world), which is the same rating as Apple, Google, WeChat, etc. This shows that Wuliangye's brand influence and competitiveness have become among the ranks of world-class enterprises.
In addition, Wuliangye has also been deeply integrated into top political and business activities such as APEC, Boao Forum for Asia, International Financial Forum, World Laureates Forum, Golden Panda Award, and China International Chain Expo.
It is worth mentioning that Wuliangye has built 12.18 into an IP event with international influence, and at the same time of "going global", Wuliangye has also actively promoted the exchange, sharing and cooperation of the world wine industry by virtue of its international influence, and the pattern of "strong fragrance of a great country" is fully revealed.
Since the 20th anniversary of the establishment of the Boao Forum for Asia in 2021, Wuliangye has continuously served as the honorary strategic partner of the Boao Forum for Asia at the highest level of the annual conference, and actively participated in the development of the forum as a director of the forum, and on December 17, Wuliangye also signed a contract with the forum for 2024 cooperation.
Li Baodong, Secretary-General of the Boao Forum for Asia, also said at the conference, "I believe that Wuliangye will continue to take the initiative to undertake the mission and responsibility of international industrial integration and cultural exchanges between China and foreign countries with an open and inclusive global vision, lead and help Chinese liquor to integrate into the new development pattern, convey to the world the harmonious cultural concept of "harmony and symbiosis, beauty and beauty", and show the gorgeous style of Chinese liquor and national brands." ”
"Steady progress" through the cycle
Sailing against the current, if you don't advance, you will retreat. Behind the excellent results is Wuliangye's excellent ability to cross the cycle.
Since the beginning of this year, the stock competition in the liquor industry has intensified, and the market's valuation of the liquor industry is at a historical low. "Destocking" can be said to be a key word in the liquor industry in 2023.
According to data from the Bureau of Statistics, in the first three quarters of 2023, the output of liquor enterprises above designated size in the country was 30660,000 kiloliters, down 9% year-on-year. Liquor production has peaked at 1,358 since 2016After 40,000 kiloliters, there have been "six consecutive declines", and the output in 2022 will be 67120,000 kiloliters, the final data on this year's liquor production has not yet been released, but it is highly likely that it will decline again.
However, whether it is the phenomenon of inversion or the accumulation of inventory, for the liquor market with a thousand-year-old culture, while facing challenges, it may also become a useful booster for the development of the industry.
Take Wuliangye as an example, although the overall production of the liquor industry has decreased, "the strong are always strong". Under the premise of high-quality development, Wuliangye also proposed that in the future, it will continue to improve quality management, production and capacity construction of famous wines, comprehensively promote the construction of a digital traceability system, actively strive for global quality awards, strengthen existing production capacity to improve quality and efficiency, reduce costs and reduce consumption, strive to improve the rate of Wuliangye's famous wines, and accelerate the implementation of high-quality multiplication projects.
It can be seen that following the trend and reducing production is not the company's choice, and in the case of a high degree of confidence in its own strength, maintaining the most suitable development frequency is the secret of Wuliangye's "evergreen".
In addition, since the beginning of this year, Wuliangye's technical research has been fruitful, and a number of achievements have reached the international leading level. Four new strains named after Wuliangye, including 1368 bacteria, were discovered for the first time from the old cellar pond, which profoundly interpreted the richness, complexity and uniqueness of Wuliangye's wine-making microorganismsFor the first time in the world, the flavor fingerprint of more than 3,000 compounds of Wuliangye was analyzed and published, and a batch of bioactive ingredients with functions such as promoting autophagy, anti-oxidation, and delaying thrombosis were discovered, and the health attributes of Wuliangye were further scientifically confirmed.
According to the investment promotion research report, looking forward to 2024, Wuliangye's marketing work will focus on the relationship between volume and price, and it is clear that the traditional channels of the eighth generation of Wuliangye should be appropriately reduced, as well as the importance and determination to maintain channel profits will be highlighted, and richer rewards and assessments will also accelerate the restoration of channel confidence.
Huaxin** research report also said that it is optimistic about Wuliangye as a strong fragrance leader, and the continuous promotion of "good start" will accelerate the return of the company's brand value in the recovery of channel confidence.
Overall, although the liquor industry is currently facing challenges, Wuliangye still maintains a strong momentum of development with its excellent ability to cross the cycle and its strong hard power. The company has continuously increased its quality and efficiency, kept integrity and innovation, optimized its layout, deepened reforms, etc., and has achieved many results, injecting strong impetus into the development of the industry. In the future, Wuliangye will be guided by Chinese-style modernization, with the goal of realizing the people's yearning for a better life, and in accordance with the general idea of "stressing politics, grasping development, benefiting people's livelihood, ensuring safety, and creating first-class", adhere to quality-based, culture-casting, upright and innovative, work hard and move forward bravely, and accelerate the construction of a world-class liquor enterprise with excellent products, outstanding brands, leading innovation and modern governance.