Brief introduction of LU ZHOU LAO JIAO CO.,LTD Liquor Co., Ltd. Speaking of LU ZHOU LAO JIAO CO.,LTD, I believe someone has drunk it! LU ZHOU LAO JIAO CO.,LTD is very famous and is the best Luzhou-flavor liquor today. If you are interested in LU ZHOU LAO JIAO CO.,LTD, here is LU ZHOU LAO JIAO CO.,LTD's introduction!
Brief Introduction of Liquor of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. 1 Luzhou Laojiao Tequ was recognized as a typical representative of Luzhou-flavor liquor by the state in 1952. LU ZHOU LAO JIAO CO.,LTD Bao national liquor is carefully brewed by Bao national pits, which is the best Luzhou-flavor liquor at present.
LU ZHOU LAO JIAO CO.,LTD Co., Ltd., located in Guojiao Square, Luzhou, Sichuan, is a state-owned listed company with a history of more than 400 years.
The company's total assets are nearly 3 billion yuan, and its production and construction area is more than 360,000 square meters. The company owns the oldest old cellar pool group built in China (built in A.D. 1573), which has the longest continuous use and the most complete protection. 1996 was approved by the State Council as a national key cultural relics protection unit, and was praised as "the first cellar in China".
With its unique social, economic, historical and cultural values, it has become a miracle in the history of world wine making.
Luzhou Laojiao Tequ is the oldest four famous wines in China. He has been awarded the title of China Famous Wine for years, and is known as "the originator of Luzhou-flavor" and "the master of brewing".
19 15 won the gold medal of Panama Pacific World Expo in San Francisco, USA. From 19 16 to 1926, it won the first prize of Nanyang Persuasion Association, Beiyang Persuasion Association and the first prize of Shanghai Exhibition. 1952 was rated as one of the four famous wines in China at the first national wine tasting.
In the subsequent wine evaluation, he won the title of national famous wine and won the national gold medal many times. Won 17 major international gold medals. Its "Luzhou" brand registered trademark is one of the first ten well-known trademarks in China.
The brand value of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is as high as 65.438+0.02 billion yuan, which has been recognized by the national hemispheric Wangkoubei Liquor and authoritative intangible assets evaluation agency. The enterprise also won the honorary titles of "National Advanced Enterprise with Quality and Benefit" and "Top 500 Enterprises with Best Comprehensive Economic Benefit in China".
LU ZHOU LAO JIAO CO.,LTD Co., Ltd. Wine Introduction 2: The hut is made of iron, and the third flowing water. In today's liquor industry, the position of champion and runner-up has been seized, and only the role of the third child is still in contention.
In the case that Yanghe, Fenjiu and LU ZHOU LAO JIAO CO.,LTD are chasing the third place, Yanghe has a slight advantage, and Fenjiu is growing rapidly and catching up. As for LU ZHOU LAO JIAO CO.,LTD Co., Ltd., it is getting farther and farther away from the third place of liquor.
In fact, LU ZHOU LAO JIAO CO.,LTD has never concealed its ambition for the third throne. 2065438+In June 2005, Liu Miao became the chairman of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and put forward the slogan of "returning to the top three". According to public data, in 20 18, Liu Miao's slogan of "returning to the top three" was publicly shouted at least seven times.
At the 20021annual performance briefing held in LU ZHOU LAO JIAO CO.,LTD co., ltd in may this year, Liu Miao confidently stated that the company had the strength to win the top three.
However, the reality does not seem to be what Liu Miao said. Compare the performance of the three major wine companies in the first quarter of this year. Yanghe's revenue in the first quarter of this year was 65.438+0.3026 billion yuan, and Fenjiu's revenue in the first quarter of this year was 65.438+0.053 billion yuan, both exceeding/kloc-0.00 billion yuan.
In the first quarter of this year, the revenue of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. was only 6.3/kloc-0.20 billion yuan, which was the only one among the top five liquor enterprises that did not reach the scale of 10 billion yuan, and it had a tendency to slide to the position of the fifth largest liquor enterprise.
From the initial goal of catching up with Wuliangye as the second child, to catching up with Yanghe and returning to the third child, and now being surpassed by alcoholism, the status of the fourth child is not guaranteed. Why did LU ZHOU LAO JIAO CO.,LTD Limited by Share Ltd develop into such a situation step by step?
LU ZHOU LAO JIAO CO.,LTD: trapped in the "old cellar"
The previous strong fragrance was not called strong fragrance, but called Luxiang. You are right. Lu LU ZHOU LAO JIAO CO.,LTD Co., Ltd. of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is not only known as the originator of Luzhou-flavor, but also the leader of Luzhou-flavor with single grain, which shows its Jianghu position in liquor.
LU ZHOU LAO JIAO CO.,LTD, as the big brother of Luzhou-flavor liquor, once took the top spot in China liquor. From 65438 to 0988, the annual output of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. was the sum of the output of the other four famous wineries in Sichuan (Langjiu, Jiannanchun, Wuliangye and Quanxing), and the profits and taxes were the sum of the other five famous wineries.
However, after decades of tossing, why is this big brother surpassed by the younger brothers behind him? To answer this question, we must first understand the core competitiveness of LU ZHOU LAO JIAO CO.,LTD Co., Ltd.
In Xiangshan Finance's view, the core advantages of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. lie in two points: one is the unique Luzhou-flavor technology, and the other is the cellar age of more than 100 years.
LU ZHOU LAO JIAO CO.,LTD is a typical representative of Luzhou-flavor liquor. Since 1979, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has been entrusted by the Ministry of Commerce, the Ministry of Light Industry, the Ministry of Agriculture, Forestry and Fisheries and the Provincial Department of Commerce to hold 27 training courses on brewing technology and finished product blending.
Nearly a thousand brewing technicians and blending personnel have been trained for many provinces and cities, which has made certain contributions to the spread of Luzhou-flavor liquor production technology.
In the whole liquor market, Luzhou-flavor liquor accounts for nearly half of the country, which may also be attributed to LU ZHOU LAO JIAO CO.,LTD Co., Ltd..
However, the Luzhou-flavor technology of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is no longer dominant in today's era. From the market point of view, the revenue ratio of Luzhou-flavor liquor is far from its market share.
There has always been a good wine drinker's evaluation of the liquor industry. The end of fragrance is strong aroma, and the end of strong aroma is Maotai.
Although Luzhou-flavor liquor is still the mainstream, liquor consumers are no longer pursuing Luzhou-flavor liquor, and Maotai-flavor liquor has become a new trend.
As a representative of Maotai-flavor liquor, Maotai leads the industry, not only high-end liquor, but also Maotai-flavor liquor. All kinds of capital poured into the field of sauce wine, which triggered a wave of sauce wine fever.
Although Langjiu, Cathay Pacific and other sauce wine enterprises can't clap their hands in the liquor circle, they can see clearly and try their best to be the second child in the sauce wine circle.
As for another core advantage of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. Laojiao, it can also be regarded as the business card advantage of LU ZHOU LAO JIAO CO.,LTD Co., Ltd., and that is the "golden rice bowl" that LU ZHOU LAO JIAO CO.,LTD Co., Ltd. hangs on its chest.
High-end liquor has become a battleground for liquor enterprises. For Luzhou-flavor liquor, there is a saying that "a thousand-year-old wine cellar is rotten for a thousand years", and there is a hard limit to attacking the high-end: pits.
National pits 1573 of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. refers to the pits built during the Wanli period of the Ming Dynasty (A.D. 1573). New pits need to be cultivated slowly, and it will take at least 30 years to produce ordinary high-end wine.
Before the 1573 series of national pits, LU ZHOU LAO JIAO CO.,LTD also had many high-end attempts. For example, 1992, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. launched the ultra-luxury special song of Jazz King, which is also called battery wine because it looks like a battery. As for the selling price, the highest price is 2200 yuan.
In terms of conversion price, it far exceeds today's flying Maotai. Of course, due to the price, this wine was soon discontinued.
Until 200 1, LU ZHOU LAO JIAO CO.,LTD co., ltd finally achieved a breakthrough in the high-end liquor market.
Relying on many labels such as "national key cultural relics" and "400-year-old pits", Guojiao 1573 has broken through in the high-end liquor market for more than 20 years. Although its market share is far less than that of Maotai and Wuliangye, at least it has gained a firm foothold.
However, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has become an "old cellar" and may be trapped in it.
Liquor is a cyclical industry. Before 20 15, the liquor cycle was dominated by government consumption and business consumption. Since 20 15, with the awakening of consumption consciousness and the promotion of consumption upgrading, the liquor cycle is changing to mass consumption. This means that the liquor industry will grow more steadily.
For liquor enterprises, in the scene of political and business consumption, more emphasis is placed on the shaping of brand power by price increases. Consumers are not drinking wine, but saving face.
Liquor gift is not about quality, but about price. In the scene dominated by mass consumption, the strategy of improving quality and promoting high-end expansion of products will be more effective. At this time, consumers pay more attention to the quality of liquor products and so on.
With the increasing demand for high-end liquor by mass consumption, the market demand for high-end liquor is relatively strong. According to the data of "20021China White Paper on Liquor Consumption Insights", the sales volume of high-end liquor increased from 35,000 tons in 20 14 to 75,000 tons in 2020.
But this may not be a good thing for LU ZHOU LAO JIAO CO.,LTD Co., Ltd., because the "old cellar" may not be enough. According to the public information of LU ZHOU LAO JIAO CO.,LTD Co., Ltd., there are only 16 19 winemaking pits in LU ZHOU LAO JIAO CO.,LTD Co., Ltd. for more than 0/00 years.
In 2020, the single product sales of Guojiao 1573 has reached 708 1 ton, and the revenue accounts for' 78 1% of the annual revenue1665.3 billion. Not to mention the 400-year-old cellar built by 1573, even if the cellar over 100 is included, the production capacity is not enough.
Of course, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. also said that the production capacity was wrong before, but it was in stock before. Most people in the industry know this well.
In essence, most liquor is "blended liquor" with liquor (except a few original liquors), which is a unified taste blended with base liquor. If good wine and inferior wine are blended together, the quality of the blended wine may decline if the proportion is improper.
LU ZHOU LAO JIAO CO.,LTD Co., Ltd. seldom expanded its production capacity before, and has been living on its laurels. It was not until 20 16 that LU ZHOU LAO JIAO CO.,LTD co., ltd announced that it planned to invest 7,465,438+0.4 million yuan to build a technical renovation project of brewing engineering, mainly to solve the bottleneck problem of the company's high-end wine production capacity.
For this project, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. said that the new cellar in the technical transformation project is not used to produce high-end base wine, but after the completion of the new cellar, it will replace the old cellar used to produce mid-end products and focus on producing high-end base wine.
With more and more new pits, how to ensure the quality of wine has become a big problem, although the capacity limit has been solved. For example, can the quality of mid-range products such as aged wine and special songs be guaranteed?
How much liquor is there in Guojiao 1573 Lijiao 1573? Nobody knows. Is LU ZHOU LAO JIAO CO.,LTD Co., Ltd. produced by Xinjiaochi called LU ZHOU LAO JIAO CO.,LTD Co., Ltd. or renamed as "Luzhou Xinjiao"?
Will the "price increase king" roll over again?
In fact, although LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is the originator of Luzhou-flavor, it seems that it has always paid insufficient attention to the quality of liquor. There have been rumors that the quality of individual famous wines has declined.
As early as 20 16, a large number of consumers from all over the country questioned that the production and sales of Erqu liquor by LU ZHOU LAO JIAO CO.,LTD Co., Ltd. violated the national standards. According to the professional version of Tianyancha APP, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has been sued by consumers many times.
However, LU ZHOU LAO JIAO CO.,LTD Co., Ltd., which refused to admit its mistake, continued to sell this kind of Erqu liquor questioned by consumers while responding to lawsuits all over the country. From being favored by consumers to falling into the "label door" incident, many netizens did not expect it.
Ironically, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. quietly put on the label of being questioned (see above). On the right, the label of this Daqu liquor is no longer marked with "sorghum, wheat, rice and corn", but with "water, edible alcohol and edible spices".
China Business News once published an article on this matter, arguing that the labeling incident of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. will further standardize the labeling of domestic low-end wines, forcing the industry to make new norms. As expected, the liquor industry ushered in a new national standard today.
LU ZHOU LAO JIAO CO.,LTD Co., Ltd. also took the opportunity to release a new pure grain song "Heigai", which promoted Heigai to a strategic position, belonging to the "big single product" sequence, striving to impact the high-end LU ZHOU LAO JIAO CO.,LTD Co., Ltd. Why is it so concerned about low-end wine?
The financial report of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. 202 1 shows that the output and sales of other liquors except middle and high-grade liquors in 202 1 LU ZHOU LAO JIAO CO.,LTD Co., Ltd. decreased year-on-year, mainly due to the decrease in the sales of Daqu products. According to statistics, in 20021year, the sales volume of LU ZHOU LAO JIAO CO.,LTD decreased by 35.64%, ranking first from the bottom among A-share liquor enterprises.
In fact, the material consumption attribute and spiritual consumption attribute of liquor have been seriously deviated, and high-end liquor and low-end liquor have been torn into two completely different markets.
Behind this, the liquor industry presents a dumbbell-shaped development path. The two ends of dumbbell shape: low-end liquor and high-end liquor, a liquor market that is transforming into pure material consumption attribute and a liquor market that is transforming into pure spiritual consumption attribute.
For the low-end liquor market, under the guidance of policies, the essence of liquor drinking will gradually recover, and the future pattern will gradually stabilize. For the high-end liquor market, there are more variables.
It can be found that the inventory of high-grade liquor in LU ZHOU LAO JIAO CO.,LTD Stock Company increased by 75.84% year-on-year. Liu Yu, an analyst in liquor industry, pointed out that this may be because LU ZHOU LAO JIAO CO.,LTD adopted the strategy of controlling the quantity and keeping the price.
If the price of a liquor product is very firm, there are usually two situations: one is that the demand is strong and the real demand is in short supply; The other is to control sales and ensure prices.
It is worth noting that the ex-factory price of national pits has risen from 509 yuan at 20 10 to more than 200 yuan at present. Because of the crazy price increase, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is also nicknamed "the king of price increase". In order to ensure the price, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. often adopts the strategy of controlling the quantity and protecting the price.
In fact, in the liquor industry, stopping the goods is equivalent to controlling the quantity and insuring the price. For example, 20 19 LU ZHOU LAO JIAO CO.,LTD Co., Ltd. stopped supplying classic products of Chongqing National pits 1573. LU ZHOU LAO JIAO CO.,LTD Co., Ltd's official explanation for the discontinued products is "to ensure the sound development of the market".
Only five days later, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. issued a price increase notice to the national distributors. 52-degree National pits 1573 classic products (specifications are 500ml*6), it is suggested that the supply price of liquor stores is 8 10 yuan/bottle, the group purchase price is 880 yuan/bottle, and the retail price is 1099 yuan/bottle.
On June 3rd, this year, 65438+ 10, nostalgic wine marketing co., ltd of LU ZHOU LAO JIAO CO.,LTD co., ltd also issued the Notice on Suspension of Orders for Luzhou Laojiao Tequ Series 60 and 80.
In view of the implementation of product quota in the first quarter of 2022, the company decided to suspend receiving orders for 60 and 80 series products of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. from now on.
In June this year, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. issued a notice to raise the 52-degree Luzhou Laojiao Tequ 60 edition 500ml container to 20 yuan/bottle.
But after all, this method violates the laws of the market and artificially creates the appearance of product scarcity. In this way, it is easy to lead to a surge in inventory and an increase in inventory turnover days.
It can be seen that the inventory turnover days of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. have been rising in recent years. On the surface, the price of high-end liquor in LU ZHOU LAO JIAO CO.,LTD is firm. In fact, the price of its high-end liquor products may be close to the ceiling.
LU ZHOU LAO JIAO CO.,LTD Co., Ltd. did not roll over because of rising prices. Why did LU ZHOU LAO JIAO CO.,LTD Co., Ltd. lose the third place? The reason is actually related to the price increase.
20 10 September, the ex-factory price of Guojiao 1573 was about 6 19 yuan. 20 13 under the background of restricting the consumption of the three public companies, many wine companies including Wuliangye stopped raising prices one after another.
However, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. still went against the market to raise the price to 999 yuan, which led to a sharp drop in prices. The ex-factory price of Guojiao 1573 dropped from the previous 999 yuan all the way to 560 yuan, which was greatly damaged.
Under the background that the overall macro-economy is in a rapid growth stage, the liquor industry has gradually entered a large-scale mature stage from the initial stage of small-scale development. It remains to be seen whether LU ZHOU LAO JIAO CO.,LTD can become one of the three giants of liquor production by raising prices in the future.