"Ingenuity brews classics, good wine lasts for a long time", Yanghe liquor began in the Han Dynasty, flourished in the Sui and Tang dynasties, flourished in the Ming and Qing dynasties, and now in Suqian, Jiangsu Province, Hongze Lake and Luoma Lake, the legend of Yanghe is still continuing.
Coming from history and running towards the future. Throughout the development process of Yanghe shares, the "blue classic" sea blue products have opened a soft era; With more than 600 years of historical accumulation and brewing skills, Yanghe Dream Blue Handicraft Class can be called a classic of high-end liquor. However, as the domestic liquor market is becoming increasingly saturated, it is no longer enough to break through the bottleneck of development with high-quality products in hand, and overseas markets have become a "must fight" for liquor companies.
In recent years, Yanghe Co., Ltd. has been committed to realizing the vision of "becoming a great enterprise with an evergreen foundation and a fragrant world", and has continued to make efforts in products, brands, culture, etc., to accelerate the casting of "hard core" strength for high-quality development, and has achieved remarkable results in its international layout.
Chasing the waves out to sea, the Yanghe River shines on the international stage
In the course of human development, liquor, as a universal language, has promoted cultural exchanges and mutual learning, and liquor, as a unique traditional drink in China, contains rich cultural connotations. For a long time, Yanghe Co., Ltd. has been committed to liquor going to sea and connecting the world with Yanghe's dream.
At the recent Davos Forum, Yanghe once again let the world feel the charm of Chinese liquor. From January 15 to 19 local time, the 2024 Winter Davos Forum was held in Davos, Switzerland. Yanghe Co., Ltd. became the first batch of "partner-level members" of the liquor industry of the World Economic Forum, and was invited to participate in the Davos Global Mother Summit, Davos "China Night" and other conferences.
This is not the first time that Yanghe has stood on the international stage. In the summer of 2023, "Yanghe Dream Blue" will become the wine used for the tasting of the 2023 Summer Davos Forum "Tianjin Cultural Night". For Yanghe, the deep participation in the World Economic Conference will help the company show the charm of Chinese liquor and enhance the international image and status of liquor.
After its debut at the 2024 Winter Davos Forum, Yanghe Dream Blue is blooming again in Spain. On the evening of January 19th, the "Dream Blue Night" of Yanghe was held in Madrid, Spain, attended by He Zhen, Minister Counselor of the Chinese Embassy in Spain, José Francisco, Director of the Department of State Relations of Spain, and Zhang Liandong, Secretary of the Party Committee and Chairman of Yanghe Co., Ltd. At the event dinner, Yanghe Dream Blue Baijiu won the praise of the guests and Spanish distributors for its soft and fragrant taste, fashionable and elegant appearance and profound heritage.
On January 31, the "Celebration of the 60th Anniversary of the Establishment of Diplomatic Relations between China and France and the Opening of the Sino-French Cultural Tourism Year" was held at the Royal Opera House of the Palace of Versailles in Paris. As a "national gift", the Dream Blue product once again opened a window for the world to understand Chinese culture.
In fact, "going to sea" is nothing new for Yanghe, and Yanghe's internationalization can be traced back to a hundred years ago. As early as the Panama International Exposition in 1915, Yanghe Daqu won the title of "International Famous Liquor" and a gold medal. Later, in the 1923 Nanyang International Famous Wine Competition, Yanghe Daqu was once again awarded the title of "International Famous Wine".
In recent years, Yanghe has actively promoted the internationalization strategy, and the company's products have appeared on important international stages such as the Hangzhou G20 Summit, the World Internet Conference, the "Belt and Road" Summit, and the Shanghai Cooperation Summit. At the same time, Yanghe "goes out" and actively "welcomes in", and its "Yanghe Eyes See Yanghe" international photography activity allows foreign friends to experience Chinese wine culture and feel the unique charm of China's wine capital at close range.
Today, Yanghe liquor products have been successfully exported to 63 countries and regions, whether in the United States, Britain, France, Russia, or in South Korea, Vietnam, Cambodia, you can see that dazzling Yanghe blue from China.
The confidence of Yanghe shares to go overseas comes from stable fundamentals and high-quality products. As a well-known domestic liquor company, the company owns two famous Chinese liquors in Yanghe and Shuanggou, two Chinese time-honored brands, six well-known Chinese trademarks and two 4A-level scenic spots.
With the upgrading of consumption structure and the strong demand for high-end and sub-high-end liquor, Yanghe Co., Ltd. will focus on creating the three major single products of Haitian Dream, and improve its position through ultra-high-end products such as manual classes and master classes. "Those who get high-end win the world", the high-end results of Yanghe shares are also reflected in the data. From January to June 2023, the company's mid-to-high-end liquor revenue increased by 17 percent year-on-year6%, the gross profit margin increased by nearly 81%, and the company's liquor gross profit margin increased to nearly 77% after the success of medium and high-end liquor.
Anchor the development goals and upgrade the management team
In 2021, after Zhang Liandong, the new head of Yanghe Co., Ltd., took office, the company opened a new era of "second entrepreneurship" and put forward the development strategy of "double famous wine, multi-brand, and multi-category".
Yanghe not only has blue series products, but also after the implementation of the strategy of "double famous liquor, multiple brands and multiple categories", the revival of Shuanggou has been placed in an important position. In fact, Shuanggou has a profound historical and cultural heritage, and there are written records that Shuanggou winemaking began in the Song Dynasty more than 1,000 years ago. Entering the modern era, Shuanggou was in 1984 and 1989.
4. At the 5th National Wine Appraisal, it was awarded the National Famous Wine twice.
From 2010 to 2011, Yanghe invested in the acquisition of Shuanggou Liquor; In 2019, the Shuanggou Brand Division was established and launched the high-end product "Sujiu Toupai Liquor"; In 2020, the Shuanggou Brand Division was upgraded to Shuanggou Liquor Sales Company, which was independent from the Yanghe sales system; Since then, after the implementation of the strategy of "double famous liquor, multi-brand and multi-category", Shuanggou famous liquor has ushered in new opportunities for development.
It is worth mentioning that at the end of 2023, Yanghe shares ushered in a new large-scale personnel change. The change of the management team is a signal that the company is about to open a new chapter, which often indicates that the company's strategy will be deepened or adjusted, and the company's development will be injected with new vitality.
On November 11, 2023, Yanghe Co., Ltd. announced that due to work adjustments, Lin Qing and Zheng Bujun resigned as vice presidents and appointed Fan Xiaolu, Chen Taisong, Zhang Xueqian, and Song Zhimin as vice presidents. It is understood that the new vice presidents are not only from within Yanghe, but many of them have long-term sales experience and have worked in Shuanggou Liquor or Guizhou Guijiu.
For example, Fan Xiaolu was the assistant to the president of Yanghe Co., Ltd. before being hired as vice president, and served as the general manager and secretary of the general party branch of Shuanggou Liquor. Zhang Xueqian started from the sales department of Yanghe Group, has management experience in sales, products and markets, and has served as the general manager of Shuanggou Liquor Sales.
The expansion of the senior management team of Yanghe Co., Ltd. is the company's combing and adjustment of the enterprise structure, which is conducive to stimulating the vitality of the organization and achieving steady and efficient development. In addition, the new vice president from within the company is more familiar with the company's products and business, and his rich sales experience and service experience are valuable assets of the company.
The performance is steady, and the development potential continues to rise
In 2023, under the sluggish economic growth and the continued downturn in the liquor market, Yanghe shares will embark on a growth path against the trend. The third quarterly report of Yanghe shares shows that the operating income from January to September was 3028.3 billion yuan, a year-on-year increase of 1435%, which has exceeded the whole year of 2022; In the same period, the net profit attributable to shareholders of the listed company was 1020.3 billion yuan, a year-on-year increase of 1247%。
When the time comes to 2024, Yanghe will continue to make efforts in the fields of products, marketing, channels, and services to create a brand moat.
During the Spring Festival of the Year of the Dragon, Yanghe launched a variety of limited products for the New Year. Limited to January 1, 2024, the production of Dream Blue Xianglong Xianrui (New Year's Day commemorative model) with a new national style image stunning appearance; Jiachen Year Zodiac Commemorative Wine - "Dragon Good Luck", which skillfully combines Zodiac culture with Yanghe wine; Yanghe Dream Blue Xianglong presents the Rui Spring Festival gift box, which is high-end and atmospheric, and has become the best choice for visiting relatives and friends and banqueting relatives and friends.
From January 1, 2024, Yanghe shares also opened the "Yanghe New Year Dragon Luck" activity, consumers only need to buy the blue of the sea, the blue of the sky, the blue of the dream, the blue of the dream M6+, scan the *** on the bottle cap to participate in the lucky luck card activity with a winning rate of 100%, and win New Year gifts.
Yanghe shares will also expand brand awareness in various forms at the beginning of 2024. On January 14th, the large-scale cultural program "Poetry and Painting China: Rivers and Eternal Flows" produced by ** Radio and Television Station and exclusively titled by Dream Blue Handicraft Class was launched; On January 10, the Yanghe Famous Books and Famous Wine Culture Summit Forum and the "Yanghe Water Margin One Hundred and Eight Generals Complete Set" press conference was held in Shanghai; On January 5th, Dream Blue Ice Sculpture was unveiled at the Harbin International Ice and Snow Festival.
The overall operating performance of Yanghe Co., Ltd. is stable, and the development momentum of medium and high-end products is rapid. At the same time, in recent years, the company has accelerated the layout of overseas markets, tapping overseas blue oceans and promoting China's excellent liquor culture. With the efforts of Yanghe, the vision of "connecting the world with dreams" is gradually being realized.