Home » The half-year revenue of the Fenjiu brand exceeded 10 billion yuan, and the net profit was three times that before the epidemic

The half-year revenue of the Fenjiu brand exceeded 10 billion yuan, and the net profit was three times that before the epidemic

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Original title: Fenjiu brand’s half-year revenue exceeded 10 billion yuan, and net profit was three times that before the epidemic

21st Century Business Herald reporter Wen Jing reports from Chongqing Although the epidemic is still fluctuating, the increased demand for sub-high-end liquor after consumption upgrades has brought opportunities for market expansion to Shanxi Fenjiu, one of the top four famous liquors, especially in the southern market where consumption levels are relatively high.

On August 26, Shanxi Fenjiu (600809.sh) published its semi-annual report. In the first half of the year, the company achieved operating income of 12.1 billion yuan, a year-on-year increase of 75%, and net profit attributable to shareholders of listed companies was 3.5 billion yuan, a year-on-year increase of 117%. The revenue of the Guangfen wine brand exceeded the 10 billion yuan mark for the first half of the year, which was twice that of the same period in 2019 before the epidemic. Shanxi Fenjiu’s net profit in the first half of this year was three times that of the same period in 2019!

Operating income and profit growth rose sharply. Shanxi Fenjiu was attributed to the increase in product sales and the improvement in structure. Since last year, Shanxi Fenjiu has upgraded the main brand of Fenjiu, launched a revival version of blue and white Fenjiu, seized the price band of 1,000 yuan, and proposed a high-end brand positioning of “endorsement for high-quality life”. The launch of high-end products has also boosted the brand image of Shanxi Fenjiu in the sub-high-end expansion and expanded its market share. Three years later, the market share of Shanxi Fenjiu outside the province has changed from 1:1 to over 60% of the sales outside the province. Among them, the growth rate of the southern core market is much higher than the average growth rate of the national market.

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The semi-annual report shows that in the first half of this year, Shanxi Fenjiu’s revenue was mainly contributed by the Fenjiu brand, which was 110 yuan, and it was 5.6 billion yuan in the same period in 2019. In addition to the decline in the revenue of series wines compared with before the epidemic, the revenue of mixed wines was 670 million yuan, more than three times that of the first half of 2019.

The company stated that under the product strategy of “grasping the blue and white, strengthening the waist, and stabilizing the glass fen”, in the first half of this year, it will deepen the market in the Yangtze River Delta and the Pearl River Delta Economic Belt, and plan a blue and white fen wine experience center in the market of more than 100 million yuan. Shanghai Fenjiu Experience Center is already open. The number of Shanxi Fenjiu’s controllable terminal outlets in the national market has exceeded 1 million, and the dealer structure and channels have been continuously optimized. E-commerce channels have also seen growth. During the “6•18” period, JD Fenjiu’s official flagship store ranked first in sales, and Tmall’s official Fenjiu flagship store ranked third in sales.

Behind the growth of marketing is culture as one of the core competitiveness. Shanxi Fenjiu focuses on the three “live” carriers of water source, ground tank, and old Fenjiu workshop, and gives full play to the value of intangible cultural heritage. Through measures such as excavation and improvement, value reshaping, and authoritative endorsement, it has formed a “appreciable” and “audible” for consumers. The “Five Ke” brand experience of “sensible”, “touchable” and “delicious”, with the strategic goal of building a “world wine industry living cultural center”, transforming cultural value into product value.

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In the second half of the year, Shanxi Fenjiu will further expand the domestic and foreign markets and realize the integrated operation of “production, supply, marketing and research” in the Zhuyeqing industry. The company also proposed to promote digital and intelligent transformation to create a “smart Fenjiu”.

(Author: Wen Jing Editor: Zhang Weixian)


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