To tell the truth, the current liquor industry is not only selling wine, but also selling marketing.
Conscious wineries are still making conscientious wines, such as Fenjiu, xifeng liquor, Gu Jing Winery, Xijiu and Beidahuang Wines. And the price of their wine is 10 times higher than that in the 1980s, but Maotai is different. The current price is 200 times that of the 1980s. How hot it is! We only sell pure grain and wine for tens of yuan a catty, without any addition. It's pure traditional technology. Actually, the packaging should not be too luxurious. We are drinking wine. Luxury packaging is a waste.
We can judge two basic standards: the first standard is real wine, pure grain wine and alcohol-free wine. The second criterion is cost-effectiveness. That is, the retail price is within 100% of the ex-factory price, and the lower the price, the higher the cost performance. The highest cost performance is 50%, which belongs to the principle of capital preservation and low profit.
After I entered the circle, I understood that manufacturers can make money by pressing goods, channel fees and business expenses, and the rest are the business of manufacturers and salesmen. If you are not in this industry, try not to do it unless you have resources.
First, there are no other regional agents around the agents. So the price is stable. Second, there is no strong brand with retail price of 15 in this area, and the brand concentration is not high. The agent can operate at this price. Basically can't understand the cost of wine cellar storage.
So is yellow rice wine. If you go to see it yourself, people will write for ten or twenty years. Only sell 20 yuan for ten years, and sell it for 20 years 100 yuan. Why is your Moutai hidden in the vault, and you bring gold out of the vault?
As a cultural representative product and social cost, the cost of liquor cannot be simply calculated because:
1. The social nature of liquor determines that the biggest cost of products lies in the brand cost, and the brand investment of liquor is long-term and huge, and many of them are early investment, which is very risky;
2. The production field involves the planting and purchasing of raw materials. In fact, there are many problems in secondary processing, and the time cost, warehousing cost and purchasing futures risk are also great;
3. Liquor is an industry with high food consumption (mainly solid liquor here). High liquor tax is a part of national macro-control, aiming at protecting cultivated land and food security. Besides, liquor, a risky consumer product, is also the starting point for limiting the protection of consumers' health.
4. Liquor is influenced by food safety and public opinion of national policies, and the consumption environment is fragile. High yield is to avoid this high risk. ?
To sum up, the high gross profit of liquor is based on high-risk hedging measures, and there is no so-called high gross profit based on raw materials. As for whether to make money or not, it is actually a problem of enterprise management, which is not directly related to the high gross profit of products.
There is also the cost of making your own wine. In the 2 1 century of industrial development, it doesn't make sense that you haven't read books or anything. The cost of labor and machinery is ten times lower, and the retail price is more. Is Maotai manual? I don't know what is going on in the brains of those who sell and produce wine. The financial report is clearly there. The most scientific data shows the cost of Maotai. We should judge that the cost of Maotai-flavor wine is not so low according to our own experience, and we need to demonstrate it.
Large-scale production, low cost amortization, big brand, high premium, large market demand and high profit, this is a virtuous circle. Those small workshops, without brands, don't sell very well, and the corresponding costs will definitely be higher, so don't compare with big wineries like Maotai. People have two core advantages: brand and market size, and their tastes can't meet their standards. Don't exaggerate the cost. If there is no market, they have to sell the price so expensive. Just sell a few tens of dollars and make an honest profit. Ordinary people are not fools.
To tell the truth, most people can't tell the difference between wine and wine. Many people drink one brand for each face. To tell the truth, they drink one style.
At home, I am often dragged out by my elders to fill the table and say a few technical terms. A group of people said that this baby didn't learn in vain, and I was quite embarrassed inside. It is true that the cost price of liquor is very low, but the quality of liquor at different price points is really different. You can't drink until it's cooked. If I put it in our teacher's place, I can immediately tell what quality and price it is. Good quality wine is naturally expensive. Just like wine, there are twenty or thirty kinds of table wine and thousands of vintage wines, but people who have no appreciation ability can't tell it apart. However, the pricing of high-end wine is indeed suspected of inflated. In the case that public consumption is strictly controlled, the price of high-end wine has declined.
Using pure corn starch as raw material, edible alcohol was obtained through edible alcohol production equipment and technological process, and then 42-degree and 52-degree liquor was obtained by adding water to the edible alcohol. Is it pure grain and wine? The classification of national standard liquor is not pure grain and impure grain, but according to technology, solid-state fermentation, solid-liquid method or liquid-phase method. Therefore, not only pure grain, but also raw grain is crushed, cooked and saccharified, mixed with koji, fermented, distilled to obtain wine, aged and blended. Not to mention the material cost and labor cost of wine,100000 grain is made into wine. If Chen is listed again in three years, what is the time cost of funds?
Look at fixed costs and amortized cost.
For example, two kilograms of grain can produce one kilogram of wine, so the fixed cost of one kilogram of wine is two kilograms of grain money. A worker can brew up to 100 kilograms of wine in a brewing cycle. If brewing 10 kg, the amortized labor cost per kg is110 workers' wages, and brewing 100 kg is1100.
Liquor golden decade has passed, and the dealer's life has become more and more difficult since 12. Since 16, the reduction of liquor social inventory and consumption upgrading have brought about the recovery of high-end liquor, and many manufacturers have also raised prices, but the channel profit is really not high. Although the profit of some high-end brands' core items has increased, it is also accompanied by the manufacturer's quantity control strategy. The overall profit is controllable (don't say this for those who hoarded goods in the early stage). The recovery of the industry is definitely good for manufacturers, and it also brings about an increase in marketing and promotion expenses. General liquor manufacturers will give more than 20% of the ex-factory price market cost support, plus taxes, materials, labor, environmental protection investment and so on. And you can do it yourself.
At that time, I was lucky enough to participate in the whole process of design, material selection, packaging and proofing of new wine. There is a very popular wine on the market now, which is also the crystallization of my idea at that year's meeting. I haven't combed it specifically. At that time, we bought eight new products. Let's cite the cost of a kilo red bottle. The cost of liquid wine is more than two yuan. Bottles don't need to be opened separately, cartons are medium. The cost of bottles and packaging is about ten yuan, and the price is between 160-240. But the point is that the profit of the winery itself is not so high, because there are divisions, provinces, cities and counties to the retailers, and each profit is not high.