Trapped in the traditional marketing system of state-owned enterprises, the company is relatively slow expansion rate, and poor performance flexibility. With the mixed reform, the traditional marketing methods will be improved, but due to the system and other reasons, the future is still a long way to change the road
"A good hand, but played poorly, investors in the network of Shanxi Xinghuacun Fenjiu Factory Co., Ltd. (hereinafter referred to as" Shanxi Fenjiu) such evaluation.
As once liquor industry "Fen boss, Shanxi Fenjiu have" Xinghuacun "three well-known trademarks, worked with Maotai, shoulder to shoulder. But listed for 20 years, the company's operating income reached only 6500000000 yuan, while Maotai, Wuliangye has more than 20000000000 Yuan, even in 2009 listed the Yanghe River shares, revenue also exceeded 17000000000 yuan.
Poor operating performance is also reflected in the performance of the company to pick up speed. Due to the industry bottomed out and other factors, 18 home liquor enterprises in 2015 reported most net profit to turn red, only 5 per cent decline, which including Shanxi Fen.
As the industry has been the big brother, why in recent years, the slow pace of development? What is the reason of the poor performance of the company? In the future will be how to improve? On the above issues, the reporter recently repeatedly call the relevant person in charge of Shanxi Fenjiu, but still no one answered the phone; interview letter also sent to the company's three public mailbox, but as of press time ago, has still not received the company's reply.
From the liquor industry in 2015 reported revenue data, Guizhou Maotai (15700000000 yuan), Wuliangye (11200000000 yuan), the Yanghe River (9500000000 yuan) industry ranked the top three, revenue accounted for 64% of total industry. Subsequently, Furui is Luzhou Lao Jiao, Shanxi Fen 2250000000 ranked sixth.
Slow development and poor marketing capabilities are important reasons for companies to be squeezed out of the country's major wine prices.
As a big brother to former liquor, Shanxi Fenjiu currently has "Xinghuacun", "bamboo green", "Fen" three well-known trademarks, but due to the system, operational efficiency and other reasons, sales company never finished the layout, simply as "local officials" was relegated to the second echelon.
For marketing to bring the dilemma of the development, Shanxi Fenjiu sales company general manager Liu Weihua on May 18 this year to shareholders of the General Assembly said: "companies in marketing, have not been able to complete the layout of the country in the past liquor industry" golden decade '. Now the national layout of the company marketing has begun, for the Shanxi Province, the market is developing to adapt to the local consumer products. In the past, the company marketing is a trade driver, not a market competition."
From the beginning of last year, Shanxi Fenjiu through introduction of Shanghai marketing company, capital Trimeresurus marketing companies, such as the way to improve the traditional marketing mode; on the other hand, the company through establish the mobile terminal platform, the establishment of a commercial company, such as Internet sales increased efforts in the Fen online.
In this regard, CITIC Securities researcher Huang Wei believes that since Liu Weihua took office sales director, frequently launch marketing system reform, although there are many difficulties in the integration of the team, the effect is not obvious, but the direction is worthy of recognition.
Performance elasticity is weaker than the industry average
Marketing way backward cause the company intensified competition in the industry in response to adverse, and become an important reason for the Shanxi Fenjiu decline in performance.
According to Wind data show that in the first half of 2015, the company achieved revenue of 2250000000 yuan, down 2.4%; net profit attributable to parent 280000000 yuan, down 22.4%, which is also the first 2013, since the 2014 annual report of the company is currently facing a greater performance pressure.
Breakdown, the high price of liquor (-2.2%), mixed liquor (-28.2%) operating income fell, low liquor sales (2.4%) is a slight rise, but due to the high proportion of high-end liquor revenues (67.7%), has led to a decline in sales, while the gross margin of the three products have a certain degree of decline, but also to net profit caused a certain impact.
Through statistics 18 white liquor listing Corporation data found that since 2015, the majority of liquor companies generally appear to pick up, the average net profit growth of 19.8%, only 5 net profit fell.
Why in the liquor industry overall pick in the background, Shanxi Fenjiu performance recovery?
In this regard, some analysts pointed out that with the start of the rectification movement, Maotai and other high-end liquor brands began to depreciate in succession, which brand of Shanxi Fenjiu, Gujing Gong and other high-end caused greater impact, with high-end wine prices, Gujing Gong liquor due to judge the situation more accurately, in marketing and strategy in the development of low-grade single product, firmly in the control according to the market, through the difficulties. While Fen because marketing ability is weak, this situation also caused some impact on their competitiveness.
Of course, after a year of inventory adjustment, the company's product structure has been stopped down and stable, the company in the proportion of high and low liquor liquor accounted for about 7 to: 3. In addition, the large rear Shanxi province sales steadily, revenue grew by 5.8%.
Mixed road is still long
Regardless of is the slow pace of development or competitive ability is poor, with traditional ideas of company marketing existence malpractice has a great relationship, further change, will eventually implement the change in the mix of "2 words.
Mixed change is the highlight of the first half of the liquor industry, including Wuliangye, Laobaigan wine have to test the water mixed change, and changes in marketing is Shanxi Fenjiu mixed the first step. In this regard, the company executives have said: the first step in the reform of state-owned enterprises is to separate out the state-owned enterprises from the administrative system, the second step should be to be independent of sales. The ultimate goal is not to change the mix of Fen Liquor in order to attract capital, but in order to avoid the country
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