Maotai continued to "slim down" and cut off the 199 sub-brand in five years. So far, Maotai has "cut off" 199 liquor brands. If Tianchao Shangpin's equity transfer is successful, Maotai will cut down 200 liquor sub-brands in five years. Maotai continued to "slim down" and cut off the 199 sub-brand in five years.
Maotai continues to "slim down", and the "slimming" plan started by Maotai Group (hereinafter referred to as "Maotai") on 20 17 is still going on. On June 23, the reporter learned from Tianyancha that Guizhou Maotai Distillery (Group) Platinum Wine Co., Ltd. has been renamed as Guizhou Platinum Wine Co., Ltd. (hereinafter referred to as "Platinum Wine"), and at the same time, Guizhou Maotai Distillery (Group) Health Wine Co., Ltd. (hereinafter referred to as "Health Wine Company") has withdrawn from the ranks of shareholders, and the original shareholder Beijing Platinum Supreme Wine Co., Ltd. has taken over its shares.
Maotai Group said that as of June this year, 65,438+10, the number of liquor brands had been reduced by 198, and the number of products was 2,694. Together with the "Platinum Liquor" brand that has been eliminated at present, Maotai has cut off 199 liquor brands so far.
Official website, a resource transaction cloud in Guizhou Province, shows that Kweichow Moutai Distillery (Group) Technology Development Co., Ltd. (hereinafter referred to as "Technology Development Company") intends to transfer 5 1% equity of Tianchao Shangpin Liquor (Guizhou) Co., Ltd. (hereinafter referred to as "Tianchao Shangpin"), and the transaction is still in progress. If the equity transfer of Tianchao Shangpin is successful, Maotai will cut off 200 liquor sub-brands within five years.
Maotai once again "slimmed down"
It is understood that health wine company and technology development company are both subsidiaries of Maotai. In recent years, Maotai continued to "slim down" and announced the implementation of the "Double Ten" brand strategy from 20 17, requiring all subsidiaries to keep no more than 10 brands, and each brand should not exceed 10 bar codes;
By 20 18, the "Double Five Plan" will be launched, with the goal of reducing the number of subsidiary brands to about 5 and controlling the total number of products within 50; Then, in 20 19, Maotai Group issued the Notice on Completely Stopping Customization, OEM and Unapproved Product Business; 202 1, urging subsidiaries to build large single products, phasing out brands with poor performance and controlling the number of branded products. , and completely stop using the group LOGO before the end of 202 1. ......
"This is an inevitable measure for Maotai to maintain its long-term brand image, as well as its product reputation and consumer interests." Cai, a wine person and general manager of Zhique Consulting, told the Securities Daily reporter.
"Platinum Liquor" and "Tianchao Shangpin", as joint venture product lines of Maotai's subsidiaries and external funds, are often regarded as "branded wines" by the industry. Taking Tianchao Shangpin as an example, it was once favored by consumers because of its "Maotai" title, and officially entered the international market in 20 12, and entered the ranks of Guizhou liquor exporters.
However, the good times did not last long. In the continuous slimming of Maotai, the days when China's top grade and platinum wine were expensive because of Maotai will come to an end.
"Maotai cut down brand wines such as Tianchao Top Grade and Platinum Wine. Although it lost short-term revenue, it laid an important foundation for future sustainable development." Xiao, a liquor expert and chairman of Wuhan Jingkui Technology Co., Ltd., told the Securities Daily reporter frankly.
According to the data disclosed by the above trading platform, in 20021year, Tianchao Shangpin achieved revenue of 30 1 10,000 yuan and net profit of 45.08 million yuan respectively. As of April 30, 2022, Tianchao Shangpin achieved revenue of 37,295,438+0,000 yuan and net profit of-7,836,438+0,000 yuan. Like the top grade in China, platinum wine is also in deep loss. By 202 1 1 1 30, the revenue of platinum wine was 65.438+0.27 billion yuan, and the net profit was-3.4347 million yuan.
Xiao told the "Securities Daily" reporter that in recent years, Maotai's brand wine has attracted investment by exaggerating publicity and other means, which has played down Maotai's "golden signboard" and the market impact is bad. "Maotai is responsible for its long-term development by cutting off these brands."
Where is the "brand wine" going?
Under the background that Maotai loves to cherish feathers more and more and constantly cleans up its sub-brands, how to dialectically treat the double-edged sword phenomenon of brand wine and how to survive the sub-brands after weaning?
"Brand wine itself is just a mode of production, and there is no difference between good and bad. Even at the end of the last century and the beginning of this century, it has made positive contributions to the expansion and enrichment of the entire wine industry in China. " Cai pointed out that many enterprises rely on this to become bigger and stronger quickly and achieve profitability.
In Cai's view, the existence of brand wine has its positive side, but for well-known wine companies like Maotai, due to poor management and control, there will also be chaos such as false propaganda, which will have a certain negative impact on major brands such as Maotai.
Xiao Zhuqing also gave an example to the Securities Daily reporter: "Wuliangye improved its market coverage and brand awareness by developing brands such as Jinliufu and Liu Yanghe, but now we see that mainstream wineries such as Maotai and Wuliangye are cleaning up and branding, which means that China wine industry has entered an era of rational development and will not sacrifice long-term development for short-term benefits."
Regarding the survival of sub-brands after weaning, Cai told the Securities Daily reporter: "Without the direct endorsement of the group in the short term, it will inevitably affect consumers' acceptance of its products, which will affect sales to a certain extent, but in the long run,' weaning' will also help subsidiaries develop their own characteristics and grow independently. "
Some insiders also believe that Maotai's cutting off "brand wine" will adversely affect the overall performance of its subsidiaries in the short term, but in the medium and long term, it is a "pain" before operation. With the rapid development and expansion of the whole maotai-flavor wine industry, it is not a very difficult thing for subsidiaries to make their own brands, but only a matter of time.
Maotai continued to "slim down" and cut off the 199 sub-brand in five years. According to media reports, Maotai (6005 19) Group revealed that by the end of this year, it had reduced 198 liquor brands and 2,694 products, plus the "Platinum Liquor" brand that has been eliminated at present. So far,
According to the report, official website, a public resource transaction cloud in Guizhou Province, shows that Kweichow Moutai (6005 19) Brewery (Group) Technology Development Co., Ltd. intends to transfer 5 1% equity of Tianchao Shangpin Liquor (Guizhou) Co., Ltd., and the transaction is still in progress.
If Tianchao Shangpin's equity transfer is successful, Maotai will cut down 200 liquor sub-brands in five years.
In March this year, Kweichow Moutai released the main financial data of 20021year and the announcement of the main operation in the first quarter of 2022.
Maotai said that in 20021year, Kweichow Moutai achieved a total operating income of 109464 billion yuan, an increase of1.71%compared with 97993 billion yuan in 2020; The net profit attributable to shareholders of listed companies was 52.46 billion yuan, an increase of 65.438+02.34% compared with 46.697 billion yuan in 2020.
According to the report of Maotai in the first quarter of 2022, during the reporting period, Kweichow Moutai achieved an operating income of 32.296 billion yuan, a year-on-year increase of 65,438+08.43%; The net profit attributable to shareholders of listed companies was 654.38+07.245 billion yuan, a year-on-year increase of 23.58%, equivalent to a daily income of 654.38+09.2 billion yuan; The net profit attributable to shareholders of listed companies after deducting non-recurring gains and losses was 65.438+07.243 billion yuan, a year-on-year increase of 23.43%.
Maotai continued to "slim down" and cut off the 199 sub-brand in five years. The reporter learned that recently, Guizhou Maotai Distillery (Group) Platinum Wine Co., Ltd. (hereinafter referred to as Platinum Wine Company) has completed the equity change, Guizhou Maotai Distillery (Group) Health Wine Co., Ltd. (hereinafter referred to as Health Wine Company) withdrew from the list of shareholders, and Beijing Platinum Supreme Wine Co., Ltd. (hereinafter referred to as Supreme Wine Company), the original shareholder of Platinum Wine Company, took over its shares.
Meanwhile, according to official website, a resource transaction cloud in Guizhou Province, Kweichow Moutai Distillery (Group) Technology Development Co., Ltd. (hereinafter referred to as Jikai Company) plans to transfer its 5 1% equity of Tianchao Shangpin Liquor (Guizhou) Co., Ltd. (hereinafter referred to as Tianchao Shangpin) for 66.36 million yuan.
In fact, Maotai Group's liquor brand has been "slimming" for many years.
According to the data, in 20 17, Maotai Group announced the implementation of the "Double Ten" brand strategy, requiring each subsidiary to keep no more than 10 brands, and each brand does not exceed 10 bar codes.
In 20 18, maotai group issued the "double five" regulation, aiming to reduce the number of subsidiary brands to about 5 and control the total number of products within 50.
20 19 maotai group issued the notice of maotai group on completely stopping the business of customized, branded and unapproved products. In 2020, "slimming" will go further. 202 1, maotai group began to urge its subordinate enterprises to build large single products, gradually eliminate brands with poor performance and control the number of brand products. As of 202 1, the group LOGO was completely deactivated.
Xiao Zhuqing added: "In the early years, Wuliangye (SZ000858, share price 185 yuan, market value 7 18 1 100 million yuan) improved its market coverage and brand potential by developing brands such as Jinliufu and Liuyanghe, but now we see that mainstream wineries such as Maotai and Wuliangye are cleaning up their brands.
It is worth noting that the liquor business of Maotai Technology Development Co., Ltd. has also been merged into Maotai Health Wine Company. On April 15 this year, the reporter of the National Business Daily learned from the health wine company and other relevant insiders that Maotai Technology Development Company will no longer make wine in the later period, and its liquor business will be merged into the health wine company.
After the liquor business is classified as health wine, Maotai Science and Technology Development Co., Ltd. will mainly engage in supporting industries for liquor. According to the WeChat WeChat official account news of Kweichow Moutai Technology Development Co., Ltd., on April 14, Ding Xiongjun, Chairman of Maotai Group, said during his investigation to Maotai Technology Development Co., Ltd. that the technology development company should insist on strengthening the wine supporting industry in the "positioning" and horizontally focus on the functional positioning of the wine supporting industry "from Maotai, expanding Maotai and extending Maotai", which is based on Maotai's strong industry and relying on its own development;
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