Author: Wen Yu, Editor: Xiao Shimei
December 18 is a big day for Wuliangye every year, and this year is especially different.
On December 18, the 27th December 18 Consultation, Co-construction and Sharing Conference with the theme of "Working Together to Create a Harmonious and Beautiful Future" was held in Yibin as scheduled. It is worth mentioning that this year, Wuliangye invited thousands of dealers to participate in the meeting, and the scale, number of people and specifications have reached the highest in the past.
At the meeting, the management exchanges were pragmatic and sincere, and the participants were enthusiastic and positive, with both a summary of past achievements and a prospect for future development.
[Brand power and product power double harvest].
In the past period, Wuliangye has made great strides forward in the two core dimensions of brand power and product power.
In the 2023 (20th) "Top 500 World Brands" list released by the World Brand Lab recently, Wuliangye has been selected for 7 consecutive years, and its brand ranking has risen 12 places from last year, ranking 227th, making it the fastest rising brand in the food and beverage industry. On the international stage, Wuliangye's brand strength has reached the highest level of global AAA+ on the same level as Apple, Google, and WeChat for the first time, and it has once again won the Chinese brand loved by foreigners. In a sense, this not only has a significant impact on the international layout of Wuliangye, but also greatly boosts the export of Chinese liquor culture.
Behind the achievements is sweat.
In 2023, Wuliangye will play a combination of punches in brand building. Title CCTV Spring Festival Gala and Autumn Gala sent hundreds of millions of "and beautiful gifts";Cultural IP activities such as the 520 Hemei Cultural Festival and the China International West Lake Love Wuliangye Rose Wedding Ceremony were held ceremoniously, and the "Wuliangye Hemei Global Tour" was launched and the "Sichuan Wine Global Tour" was launchedIt has successively developed 18 cultural wine series, such as Wanshoutan, Chenglongbao Boat, Zhu Junma to Success, Panda Wuliangye, etc., and continues to create and export cultural IPs.
The improvement of brand power has been effective, and the construction of product power is also remarkable.
Scientific and technological innovation is a core traction force for the development of Wuliangye's product strength, and the company has maintained high-intensity investment in R&D for many years, and in the first three quarters of 2023, Wuliangye's R&D expenses reached 20.9 billion yuan, a year-on-year increase of 287%。As of this year, Wuliangye has built 7 national innovation platforms and 6 provincial and ministerial innovation platforms, ranking first in the industry in terms of the number of innovation platformsIt has won 13 international leading level achievements, more than 20 scientific and technological progress awards at the provincial and ministerial level and above, more than 30 major scientific and technological innovation achievements, and more than 1,800 patents.
A direct result of the intervention of science and technology is that enterprises are more "aware of the reasons for it" in liquor.
For example, four new strains named after Wuliangye, including 1368 bacteria, were discovered for the first time from the old cellar pond, which answered the puzzle about the types of caproic acid bacteria and their fermentation characteristics that have plagued the liquor brewing industry for more than half a century, and revealed the mystery of microbial metabolism of the main flavor and aromatic substances of strong flavor liquorFor another example, for 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.
The profound mystery behind high-quality liquor is clarified, and the direction of future efforts is clarified, so as to improve the internal product strength with the highest efficiency and avoid detours.
In order to improve the quality, Wuliangye has been involved from the source of grain planting and has established a whole-process quality traceability management system of "from a seed to a drop of fine wine". At present, the company has a standardized liquor special grain base of more than 1.15 million mu, and the smart agricultural planting management system runs through the whole process of "planting, receiving, storing, transporting and delivering" of raw grain, realizing 100% pre-inspection, traceability and control of raw grain.
In 2022, Wuliangye's famous wine rate and wine output will both achieve the best level in history, and the output of premium wine will reach a new high in 22 years. This year, the multiplication project continues to advance in an orderly manner, and the first phase of the 100,000-ton ecological liquor project of 20,000 tons is about to be completed and put into operation.
[Enterprises and dealers develop together].
With the dual blessing of brand power and product power, the improvement of performance is a natural thing. In 2023, Wuliangye's profitability will reach a new level, with an operating income of 625 in the first three quarters400 million, a year-on-year increase of 121%, achieving a net profit attributable to the parent of 228300 million yuan, a year-on-year increase of 142%。Among them, Q3 achieved revenue of 170 in a single quarter300 million, a year-on-year increase of 170%, and the net profit attributable to the parent company was 580 billion, a year-on-year increase of 185%。
At present, the balance of contract liabilities of Wuliangye at the end of the third quarter was 39500 million yuan, an increase of 3 from the previous month000 million, a year-on-year increase of 33%. At this pace, there is a strong confidence in the achievement of full-year results.
The company's business is steadily improving, but this is not the whole of Wuliangye's vision. The company advocates the culture of harmony, and this year's "1218 Conference" is also launched with the theme of "creating a harmonious and beautiful future", which is intended to declare the concept of Wuliangye to promote the common upward development of ecological partners.
Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.) Co., Ltd., made it clear in his speech that the company will make every effort to promote the improvement of channel profits next year, and reasonable channel profits are the primary issues that must be solved with great efforts, and it is necessary to build a community of destiny for manufacturers. At the same time, it is promised that the company will give 2-3 points of marketing process incentives to the eighth generation Wuliangye dealers in addition to the regular assessment rewards to help dealers strengthen market construction.
More support for dealers, especially core partners, is bound to fundamentally release the power and vitality of the channel, which in turn will promote the growth of Wuliangye, thus forming a benign closed loop of beauty and beauty.
At present, the liquor industry is still in the "K-shaped" development stage, and advantageous brands, advantageous enterprises, and advantageous production areas are still the biggest promoters and beneficiaries of industry concentration. A direct evidence is that in the first three quarters of this year, the proportion of operating income of listed wine companies increased by 13 percentage points year-on-year to 676%, and the proportion of total profit increased by 15 year-on-year6 percentage points to 94 per cent.
On the other hand, the sauce craze in the past few years has caused many brands to be excessively elevated to the high-end ** band, which has disturbed the development rhythm of Wuliangye to a certain extent. As the sauce craze subsides, the trend of the return of the aroma is coming.
On the whole, no matter from which point of view, Wuliangye, as the first brand of strong fragrance, has a bright development prospect. It is precisely because of this that Wuliangye Group, the major shareholder of the company, has the confidence to increase its holdings in the company at the moment.
On December 14, Wuliangye announced that based on the confidence in the company's sustainable and stable development in the future and the recognition of long-term value, Wuliangye Group plans to increase its holdings in the joint-stock company within 6 months, with an amount of not less than 400 million yuan and no more than 800 million yuan. It is worth mentioning that this is the first time in the history of Wuliangye Group to increase its holdings, which shows the confidence of the SASAC in the operation of the enterprise.
In 2024, under the background of China's economy and consumption continuing to improve steadily, as well as the enthusiasm of dealers, Wuliangye is expected to reach a higher level.
Disclaimer of Warranties
This article involves the content of listed companies, and is the author's personal analysis and judgment based on the information publicly disclosed by listed companies in accordance with their statutory obligations (including but not limited to temporary announcements, periodic reports and official interactive platforms, etc.).The information or opinions contained herein do not constitute any investment or other business advice, and Market CapWatch disclaims any liability for any actions resulting from the adoption of this article.
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