According to the theory of political economy, food is considered to have many bar codes, the price range is chaotic, the base wine depends on outsourcing, and the products are low-end, which are urgent problems to be solved in xifeng liquor. These problems are also the main reasons for the decline of xifeng liquor.
( 1)? Base liquor outsourcing
From 20 14 to 20 16, xifeng liquor purchased 30,589.34 tons, 2 1238.24 tons and18/79.56 tons of base wine respectively, and the output of base wine in xifeng liquor in the same period was 7,074.34 tons and 9,996 tons.
What does this number mean? In recent three years, the proportion of purchased base liquor in xifeng liquor was 80.22%, 68.03% and 67.36% respectively.
Among liquor listed companies, Yanghe and Gu Jing Winery have outsourced base liquor, but the situation is far less serious than that in xifeng liquor.
One of the main disadvantages of outsourcing base wine is that quality control cannot be guaranteed.
(2) There are many bar codes.
At its peak, Xifeng had more than 2,000 bar codes. Most of them are underwriting products. This once brought benefits to Xifeng's sales, but the disadvantages were more obvious.
But now xifeng liquor is on a diet. 20 17 February, xifeng liquor explicitly proposed to close 20% of bar codes on the basis of 20 16. At the same time, the brand partner's sales in 20 17 years are less than 3 million, and the contract will not be renewed in 20 18 years.
In addition, Xifeng mainly weakens the homogenization phenomenon. The homogenization of price positioning should be put together with Xifeng's leading products. In fact, this is what I call the problem of chaotic price segments.
(3) Low-end products
In 20 16, the gross profit margin of high-end wine in xifeng liquor was 77.77%, while that of low-end wine was only 38.05%, and the gross profit margin of low-end wine was even as low as 30.32%. Low-end liquor accounts for 78% of xifeng liquor's operating income.
In addition, it is difficult to prop up its own high-end brand by outsourcing base wine and entrusting processing. Therefore, how to seek high-end products will be the main problem facing xifeng liquor.