After 500 yuan beer, super high-end liquor is also coming…
Recently, Shanxi Fenjiu (600809) announced the launch of an ultra-high-end single product “Blue and White Fenjiu 40·Chinese Dragon” with a specification of 500ml and a suggested retail price of 3199 yuan. The customer service of Qinghua Fenjiu Jingdong self-operated store said that China Dragon Qinghua Fenjiu 40 is not currently on sale. Compared with the old version of Fenjiu 40, this version has very little annual output and is sold in limited quantities, so it is more suitable for collection.
Beyond Moutai?Customer service said it is more suitable for collection
After Maotai, Fenjiu intends to carry the banner of the sub-high-end brand?
It is worth noting that the new products launched by Shanxi Fenjiu are priced at high prices and are positioned to target the ultra-high-end market. The old version of Blue and White Fenjiu 40, which was produced in 2011, is currently priced at 2,808 yuan per bottle on JD.com. China Longqinghua Fenjiu 40 is more suitable for collection because of its very small output. In this regard, netizens said that the original liquor has become a hard currency…
Before Fenjiu, Wuliangye (000858) has officially released two ultra-high-end products, “501 Wuliangye·Mingchi Brewing” and “501 Wuliangye·Qingchi Brewing”, and the market forecast price may exceed 5000 yuan per bottle. In addition, Luzhou Laojiao (000568) also has ultra-high-end products Chinese Taste 1573 in the price range of 2,000 yuan to 3,000 yuan, and established a Chinese Taste Business Department for special operations.
Li Jun, deputy general manager of Shanxi Fenjiu and general manager of Fenjiu Sales Company, said that the new product launched this time is different from previous products. Qinghua 40 hopes to represent the high-end “image product” of Fenjiu’s high-end blue and white series. Therefore, the price is higher and the output is clear. limit.
The year-on-year growth rate doubled
Revenue exceeded 10 billion for the first time
On the evening of July 12, Shanxi Fenjiu released its 2021 semi-annual results forecast. The company expects that its revenue for the first half of the year will increase by 4.833 billion yuan to 5.523 billion yuan compared with the same period of the previous year, an increase of 70%-80% year-on-year. Compared with the same period, an increase of 1.792 billion yuan to 2.118 billion yuan, a year-on-year increase of 110%-130%.
In addition, due to the acquisition of a 51% stake in Shanxi Xinghuacun Fenjiu Group Liquor Development Zone Company last year, Shanxi Fenjiu adjusted its revenue and net profit for the first half of 2020 to 6.904 billion yuan and 1.629 billion yuan. Shanxi Fenjiu’s revenue in the first half of this year was between 11.737 billion yuan and 12.427 billion yuan, breaking through 10 billion yuan for the first time, even approaching the total volume of 11.89 billion yuan in 2019. In the first half of 2021, Fenjiu’s net profit was between 3.421 billion yuan and 3.747 billion yuan, which also exceeded the total of 3.079 billion yuan in 2020.
After the announcement of the pre-increase news, many institutions maintained a buy rating, indicating that Shanxi Fenjiu’s performance growth in the first half of the year exceeded expectations, and Southwest Securities expects that its annual performance in 2021 will increase by more than 71%. On July 13, Shanxi Fenjiu’s stock price closed at 341.2 yuan per share, an increase of 9.71%, and its market value reached 416.3 billion yuan. Shanxi Fenjiu said that in the first half of the year, Fenjiu focused on the layout of “1357+10”, consolidated the foundation for development within the province, and accelerated the expansion of markets outside the province. The number of controllable terminal outlets in the national market exceeded 1 million, resulting in a substantial increase in revenue from the Shanxi market and the southern market. .
The research report pointed out that the blue and white series continued to grow at a high rate, and the continuous optimization of the product structure became the main reason for the significant increase in Fenjiu’s performance:
First, benefiting from brand rejuvenation and national development, the blue and white series doubled in the first half of the year, and its proportion increased from 30% in 2020 to about 40% currently, driving the accelerated upgrade of the product structure.
Second, thanks to the recovery in demand and a low base, the waist products Panama and Lao Baifen achieved rapid growth; the company continued to control the volume of Bofen, and the growth rate in the second quarter slowed down; it is worth paying attention to that Zhuyeqing is a health wine The rare national famous wine, under the company’s vigorous cultivation, the sales volume of Zhuyeqing mixed liquor in the first half of the year has increased significantly, and the two-wheel drive of Fenjiu and Zhuyeqing has begun to take shape.
Third, the Qing30·Renaissance version insists on the quota system, focusing on maintaining a firm price, the terminal transaction price is stable at more than 1,000 yuan, and group buying and circle marketing are carried out in an orderly manner.
Regarding the launch of Fenjiu’s ultra-high-end blue and white 40·China Dragon, priced at 3199 yuan, Southwest Securities believes that the layout of ultra-high-end products will further increase the height of Fenjiu’s brand and provide support for the revival version.Return to Sohu to see more
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