#头条创作挑战赛#
Yanghe Co., Ltd., listed in 2009, is an enterprise engaged in the production and sales of liquor, and its main products are Dream Blue, Yanghe Blue Classic, Shuanggou Treasure Fang, Yanghe Daqu, Shuanggou Region and other strong aroma liquor
The main characteristics are "sweet, cotton, soft, clean, fragrant" soft style.
The controlling shareholder is Yanghe Group, and the actual controller is the Suqian State-owned Assets Management Commission
The upstream of the liquor industry is the supplier of raw materials required for brewing and production, and the raw materials are mainly sorghum, wheat, barley, rice, glutinous rice, etc
Among them, grain production fluctuates more under the influence of climatic factors, and has the characteristics of cyclical and seasonal
In the production of liquor in the midstream, the mainstream process adopts the solid-state fermentation method, which mainly includes koji-making, liquor-making, hook storage, packaging and other links, taking Yanghe's main aromatic liquor as an example, the whole production cycle is about 40-60 days
In the downstream of this case, two sales models are adopted: direct sales and distribution, so the customers are divided into direct consumers and distributors.
Marketing outlets cooperate with dealers to develop the terminal market in accordance with the "1+1" marketing model, that is, the manufacturer takes the lead, directly invests promotional resources in the terminal market, and bears the development risk
The dealer is responsible for logistics and capital turnover. According to the grade and category of wine, the sales model has also been slightly adjusted.
For medium and high-end liquor products, the "plate in the plate" model and the "4×3" marketing model are implemented.
The former is based on the core hotel as the marketing starting point, recommending the product to the core consumer, and gradually forming a strong consumption preference among the target consumer group
The optimization of the latter to the former, while keeping the target consumer group unchanged, but in the case of high core hotel costs, it is changed to develop the core enterprises and institutions in various regions. To put it simply, it is to avoid fighting left and right and competing with each other's own products
For example, the distillery used to only work with the core hotels in the area to find a target group among their hotel customers to recommend liquor.
However, with the in-depth cooperation, the target consumers are too limited.
Therefore, in addition to cooperating with the original core hotel, the distillery also promoted to enterprise groups and public institutions, because these units carried out annual meetings, large-scale hospitality activities, etc., and the target group was also among them.
Therefore, it has broadened the promotion channels of the product, and can collect more target customers for cooperation to further promote the product to more consumers.
For ordinary liquor products, it mainly implements the "deep distribution" model, that is, it cooperates with distributors and directly develops super retail terminals.
From 2015 to 2017, Yanghe's revenue was 16.052 billion yuan, 17.183 billion yuan, and 19.918 billion yuan respectively; The net profit was 5.365 billion yuan, 5.805 billion yuan and 6.619 billion yuan respectively
The net cash flow from operating activities was 5.836 billion yuan, 7.405 billion yuan and 6.883 billion yuan respectively. The gross profit margin was 61.91%, 63.9% and 66.46% respectively.
Among them, the income is mainly liquor, and a small amount of red wine is also sold.
The most special thing about the liquor industry is that the product has a long shelf life.
Due to the long shelf life of baijiu, there are even characteristics that the longer it is stored, the better the taste and the higher the value
Therefore, it has certain financial attributes, and it is this financial attribute that brings cyclical attributes to the liquor industry.
Predict the follow-up and listen to the next breakdown
It does not constitute any investment advice, the stock market is risky, and you need to be cautious when entering the market