Source: Consumer Review Network (ID: XFPL1894)
Compilation: Cat Nine
Anhui is a large province of liquor production and marketing, there are many liquor companies, fierce competition, the liquor industry has also been rumored that "the east does not enter Anhui, the west does not enter Sichuan" saying!
However, compared with Sichuan and Guizhou, which are major liquor provinces, Anhui, which has a production and marketing scale of more than 30 billion yuan, does not have a strong sense of existence of its local hui liquor in the country, even if it is the "huijiu four masters" that are praised by a large number of wine friends, namely gujing tribute wine, kouzi cellar, Yingchao tribute wine, and golden seed wine.
There are many kinds of liquor in Anhui Province, and the competition is fierce, and the land is not allowed! However, compared with Kouzijiao, Yingchao Tribute Wine, and Golden Seed Wine, Gujing Tribute Wine has a higher voice in the domestic liquor industry.
As the only old eight famous wines in Anhui, Gujing Tribute Wine, once a representative of honor and quality in the history of China's liquor industry, has a strong brand gene influence, known as "peony in wine", has won the national liquor appraisal gold award four times, and also accounted for the top three in the industry for seven consecutive years in marketing revenue, and has also been selected as a state banquet wine, which is enough to see its quality. It can be said that Gujing Tribute Wine, which has strong development potential and strong foundation, has created a legend in the industry and is the existence of Anhui's "wine king".
Although Gujing Gongjiu is one of the old eight major wine companies in China, it has always been in a relatively awkward position.
Although it claims to have a long history, it originated in the Ten Years of Zhengde in the Ming Dynasty, and even its origins can be traced back to 196 AD, when Cao Cao presented the "Jiuyi Spring Wine" and brewing methods from his hometown of Bozhou to Liu Xie, the Emperor of Han Xian. However, he was famous, just like the Emperor Xiandi of Han, although his title was very high, he never had the "main gong skill". So far, the journey of Gujing Tribute Wine is still on the road, and it seems to have become more and more difficult.
In 2004, Gujing Tribute Wine was exposed to a tax evasion scandal, a total of 150 million yuan of tax evasion in three years, as a well-known leading enterprise in the industry, as the Gujing financial scandal was exposed step by step, even the company will directly face the risk of delisting. A large state-owned enterprise with total assets of 1 billion yuan and net assets of more than 1 billion yuan is difficult to pull out in the decline. In the end, with the support of the state, Gujing Tribute Wine slowly returned to the right track.
In the following years, the development of Gujing Tribute Wine has deteriorated, much lower than the expected effect, coupled with "internal and external troubles", a number of famous wine brands have impacted its base camp, the market share is constantly shrinking, and the former "wine king" even has a trend of "giving way".
Since the 2020 financial report of Gujing Gongjiu disclosed that the company's operating income has experienced negative growth for the first time in ten years, and the net profit attributable to the mother and the deduction of non-net profit have declined to varying degrees.
In the short term, weak performance is one of the reasons, and in the long run, the high-end difficulties and national "failures" may also lead to insufficient capital confidence in Gujing Tribute Wine. In fact, in order to change from a leading liquor company to a national liquor company, Gujing Tribute Liquor has also made a lot of efforts.
In 2016, Gujing Tribute Wine implemented the measure of "epitaxial growth", first spending 816 million yuan to acquire a 51% stake in Huanghelou Wine, a liquor company in Hubei Province, and then, the "Vintage Pulp" brand joined hands with the CCTV Spring Festival Gala. At the same time, Gujing Gongjiu has also drastically expanded its production capacity and expanded the market, and has maintained a super high sales cost for many years in a row, with the intention of opening up the market outside the province through marketing.
However, from the current point of view, the ancient well tribute wine has received little. In 2020, its operating income from central China was 9.015 billion, accounting for 87.60% of total revenue, and the revenue of north and south China was 693 million yuan and 580 million yuan respectively, accounting for less than 15% of the total, of which south China has stagnated for five consecutive years.
At present, the biggest drawback of Gujing tribute wine is that the product line is complicated, and most of the low-end products are high-end, and the top priority is to create the main varieties that can represent the image of gujing tribute wine and enter the high-end market.
In addition, the Yellow Crane Tower Wine Industry, which was acquired at great expense, was also affected by the epidemic, not only failing to complete its performance targets, but also disrupting the rhythm of the nationalization of Gujing Tribute Wine. What's more, the Anhui market, which was originally entrenched in jintang, is now facing greater pressure at both ends.
What is even more embarrassing is that as one of the key cultivated products of Gujing Tribute Wine, the vintage pulp series fell into a false publicity controversy in 2021. "Finance eleven people" in the questioning article said that "Gujing tribute wine is rubbing the edge ball, misleading consumers", from the vintage pulp gu 20 raw material preparation and process and other related data display, the bottle label does not clearly say that this is 20 years of cellaring old wine. In addition, in 2012, Gujing Tribute Liquor had a scandal of mixing liquor with alcohol. Therefore, the doubts of the crowd are not unreasonable.
So far, the journey of Gujing Tribute Wine is still on the road, and it seems to have become more and more difficult. However, as long as it is down-to-earth, honest and trustworthy, and develops steadily, I believe that Gujing Tribute Wine will surely usher in a new wave of development in the future.
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