Source: Securities Daily Network
Our reporter Feng Yuyao
Frequent visits to cooperative partners have almost become a highlight of the senior management of Moutai Group this year. In the context of Moutai Group’s strategic goal of anchoring the strategic goal of “a large group of chess and a single heart” in 2023, the visit activities of Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, and his party have attracted much attention.
Moutai visits partners frequently
according toKweichow MoutaiAccording to news from the official WeChat account on the evening of February 22, in recent days, Ding Xiongjun led his team to Beijing and Shenzhen to visit CITIC Group, COFCO, China Merchants Group andCICC. During the talks, digging deep into cooperation potential, broadening cooperation fields, expanding cooperation results, striving to achieve mutual benefit and win-win results, and jointly promoting high-quality development have become key words in communication.
For example, during a discussion with Mengniu Group, a subsidiary of COFCO Group, Lu Minfang, director and president of Mengniu Group, said that in 2022, Moutai and Mengniu will carry out in-depth cooperation in the field of ice cream, achieving a win-win development. It is hoped that both parties will work hard to achieve a higher level of mutual benefit and win-win results, and work together to create a better future.
In May last year, Moutai ice cream jointly created by Mengniu Group and Moutai Group was officially launched. It is reported that since its listing, Moutai ice cream has been deployed in 16 provinces offline, 19 flagship stores have been opened, and 25 provinces online, with sales covering 160 prefecture-level cities across the country. It is expected to achieve revenue of 262 million in 2022 Yuan.
In the discussion with CITIC Group, Ding Xiongjun said that CITIC Group is a benchmark enterprise in industry-finance cooperation, and he hopes that the two sides will further strengthen communication and cooperation in the fields of real economy and financial innovation, continuously improve the ability of integration of industry and finance, and jointly improve the level of management. In addition, regarding the cooperation with COFCO, China Merchants Group and CICC, Ding Xiongjun bluntly said that he hopes to further strengthen communication, deepen cooperation, create a new track for cooperation, and explore new directions for cooperation.
Maotai liquor brand operator and baijiu marketing expert Wang Jianjun admitted to the “Securities Daily” reporter that the Moutai Group executives visited COFCO, CITIC and other companies in the hope of linking the latter’s complete supporting resources to integrate into the member companies of the Moutai Group, and then to contribute Empower member companies to become bigger and stronger. “In addition to the wine industry sector, Moutai Group is also involved in real estate, cultural tourism, finance, insurance and other industries. At the end of the ’14th Five-Year Plan’ period, if Moutai Group wants to complete 200 billion yuan in revenue, it needs its various industrial sectors to grow together and develop in a coordinated manner. .”
It is worth mentioning that since taking the helm of the chairman of the Moutai Group, Ding Xiongjun has also led a team to visit a number of liquor companies and industry organizations such as the China Food Industry Association and the China Alcohol Industry Association to jointly promote the high-quality development of the liquor industry. comminicate.
Accelerate the construction of a “one game of chess” market ecology
At the end of last year, Moutai Group held the 2023 annual market work meeting in Sanya, setting a major development plan for this year. At the meeting, Ding Xiongjun pointed out that 2023 is the first year for Moutai to build a large market ecology of the group. The big group plays a game of chess and the industrial chain is one. “Beauty” has risen from marketing to Moutai’s strategy.
Data show that in 2022, Moutai Group is expected to achieve revenue of 136.4 billion yuan, a year-on-year increase of 16.5%; total profit of 91.1 billion yuan, a year-on-year increase of 17.2%; tax revenue of 60.5 billion yuan, a year-on-year increase of 18.2%.
It is worth noting that in the liquor sector, the performance of the Maotai series of wines has been well received. “The Maotai-flavored series of wines has fought a beautiful battle in 2022.” Ding Xiongjun pointed out, “The series of wines will exceed 15 billion yuan in 2022, and it is planned to exceed 20 billion yuan in 2023.”
In addition, with regard to the development of Moutai health wine and wine in 2023, Ding Xiongjun pointed out that the health wine company will follow the requirements of “brand focus and product slimming”, deeply cultivate the grassroots markets such as communities and rural areas, and focus on 100-500 yuan products to create high-quality Chinese brands. Low-end liquor brands. Wine companies must adhere to the “special and beautiful” development orientation, carry out a series of brand cultural activities around the four major IPs such as the “Moutai Wine Fan Festival”, and create an exclusive IP for Moutai wine.
Xiao Zhuqing, a liquor expert and chairman of Wuhan Jingkui Technology Co., Ltd., told the reporter of Securities Daily: “The strategy of ‘the group plays a game of chess and the supply chain is one heart’ has released the three major operating entities of the Moutai Group, namely the Moutai Liquor Sales Company, the Moutai Sauce Wine Company, Moutai health wine company will have more coordinated actions in the future, especially Moutai announced that it will expand its influence in the retail terminal, driving all channels to promote Moutai Prince, Moutai Yingbin, Hanjiang, Moutai 1935 in the price range of 500-1000 yuan There is a high probability that these products will grow rapidly in the future, such as Maotai-flavored series wines and health wines priced between RMB 100 and RMB 500.”
He believes that Moutai’s full efforts in the full price range and brand matrix in the Maotai wine industry will squeeze the small and medium-sized enterprises in China’s Maotai wine industry.
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Responsible editor: Li Moxuan
