Wang Zhongqi is different from those people outside, Zhao Mingliang told her about the acquisition of the liquor factory last night.

It's not that Zhao Mingliang can't put things in his heart, the main reason is that Wang Zhongqi and Zhao Mingliang entered the post together. The two of them can be regarded as the middle-level leaders of Chen Fei's company, although there are three or two talent kittens in the company. But the size is also a leader, so Zhao Mingliang told Wang Zhongqi about this matter.

"Knock, knock, knock....... ”

Wang Zhongqi was looking at some information about the liquor industry that he checked last night and this morning when he heard a knock on the door.

Wang Zhongqi wondered in his heart, how could someone disturb him!

She knew that the people outside were playing, and she didn't say anything. Because, there really isn't much work in the company. So when they were playing outside, she turned a blind eye and didn't care.

As for why he didn't tell them about the winery, Wang Zhongqi was not stupid, and the boss never said anything about it. How could she, an employee, say, if the boss had any plan, he was disrupted by himself. She is still not in the company! and it will affect Zhao Mingming, Zhao Mingliang was kind enough to remind herself. As a result, he was messed up by himself, and Zhao Mingliang was not a person inside and out.

Although Wang Zhongqi thought about so many things, he didn't delay the business: "Come in." ”

"Hello Sister Wang, excuse me!"

"It's Lili, do you have anything to do with me?" replied, Wang Zhongqi looked at the person who came.

Li Wenli is the girl looking for Wang Zhongqi, because Li Wenli and Wang Zhongqi are from the same place, and they can be regarded as fellow villagers. And Wang Zhongqi still takes good care of this little fellow, so she was pushed out by everyone to find Wang Zhongqi.

Li Wenli didn't sit down, just stood there and said worriedly: "Sister Wang, Mr. Chen came back just now." ”

"What? You mean Mr. Chen is back? You read that right!" Wang Zhongqi immediately sat up straight and asked seriously when he heard this.

This time, Li Wenli was even more nervous, and even forgot the task she came: "I saw it with my own eyes just now, and I came to tell you as soon as Mr. Chen entered the office." ”

Wang Zhongqi was puzzled, why didn't Mr. Chen say anything when he came back! What was the reason? Wang Zhongqi wanted to break his head but didn't come up with a reason.

Of course she couldn't think of it, Chen Fei just forgot to tell her because the chair she was sitting on was too comfortable.

"Lili, you've done a good job. After Wang Zhongqi praised Li Wenli, he hurriedly walked out.

Although Li Wenli looked at Wang Zhongqi and didn't know what the reason was, she knew that Wang Zhongqi praised her just now.

She went out with a good feeling in her heart.

"Lili, did you say that?"

"Xiao Li, what does Wang always say. ”

As soon as Li Wenli went out, everyone gathered around and asked about the situation.

Only then did Li Wenli remember what she had just done to find Wang Zhongqi, and she forgot to ask about it as soon as Wang Zhongqi was serious just now.

"Xiao Li, just now I saw Mr. Wang hurriedly go to Mr. Chen's office. You should have said it!, what the king always said. ”

"Ao, Ao............. Li Wenli didn't know how to answer the question for a while.

"You're dying of me, you shouldn't have asked, right?"

"How could it be. Li Wenli hurriedly denied.

"What did Mr. Wang say, but what did you say......"

Li Wenli looked at these people, and it seemed that they would not give up if they didn't give them an accurate answer: "Sister Wang said that it was okay, and the boss didn't assign any tasks." Nothing ......."

Everyone breathed a sigh of relief when they heard this, and they all dispersed.

"Knock, knock, knock......"

Chen Fei was sitting comfortably when he heard someone knocking on the door.

He hurriedly lowered his feet from the table and tidied up his clothes.

"Come in. ”

"Mr. Chen, why don't you call me when you come back!" Wang Zhongqi opened the door and saw Chen Fei sitting there, so he spoke.

"I was looking for you! Chen Fei sat up straight and said.

"Mr. Chen, hurry up and find something for us! We don't know what to do all day. Wang Zhongqi asked preemptively.

Chen Fei chuckled: "Don't worry, your affairs are about to increase." ”

"Mingliang told you about the winery!" Chen Fei continued.

"He told me last night. Wang Zhongqi did not deny it: "I have already checked some information. ”

"Ou ......" Chen Fei knew that Zhao Mingliang had told her about it, and Chen Fei thought that Wang Zhongqi only knew a little. Unexpectedly, Wang Zhongqi directly told himself that he had checked some information, and Chen Fei knew that some of the information she said was not simple information.

"Then tell me what you have checked. ”

"Okay, Mr. Chen. Wang Zhongqi became excited when he heard this, he didn't stay up all night last night.

"Different from other food and beverage sub-industries, it is difficult for liquor to achieve category innovation, and it has the typical characteristics of "single category and many brands". Therefore, liquor companies usually adopt a multi-product line structure for market expansion, such as Yanghe Blue Classic, which adopts a brand portfolio series across price bands, while Moutai adopts a single leading product model, relying on brand pull to achieve full coverage of national high-end products. ”

According to statistics, the current market size of the domestic liquor industry exceeds 600 billion yuan, ranking first in the food and beverage sector, and the total market value of liquor exceeds one trillion yuan, accounting for 55% of the entire sector. In 2006, China's liquor output was 13,583,600 kiloliters, a year-on-year increase of 3.23%, and the sales revenue was 612.574 billion yuan, a year-on-year increase of 10.07%. ”

"Although the market capacity of the liquor industry is huge, but the number of production enterprises is large, according to incomplete statistics of the Liquor Industry Association, there are currently more than 20,000 liquor production enterprises in China, and there are only more than 1,500 large-scale enterprises. In addition, different geographical regions have different preferences for liquor culture, taste and brand, which leads to obvious market fragmentation and low market concentration. This dispersion is mainly reflected in two aspects, one is the dispersion of industry income, and the other is the dispersion of regional distribution. ”

"First of all, from the perspective of income scale, in 2006, the top five liquor listed companies accounted for only 15.49% of the industry's revenue, of which Moutai, Wuliangye two industry leaders only 6.34% and 2.81% of the market share respectively, in contrast, the beer industry CR5 has reached 72.13%, resource advantages are relatively concentrated; There are more than 60 wine companies in Hubei and several northeastern provinces, while Hunan, Zhejiang and other provinces have no more than 20. ”

"The promotion mode and channel marketing elements of liquor at different prices have different characteristics, and whether the product positioning and marketing model can be matched is the key indicator to measure the success of product operation. The core element of high-end liquor operation is brand power, the core element of sub-high-end liquor is brand influence and marketing channel ability, the core element of mid-to-high-end liquor is the control and marketing promotion ability of the terminal, and the core element of mid-to-low-end liquor is brand awareness and network distribution ability. ”

"The gross profit margin of the liquor industry is generally high, and the high gross profit margin of high-end brand liquor companies is particularly prominent: according to statistics, the average gross profit margin of the liquor industry in recent years is 71%, and the net profit margin is 29%. In contrast, the gross profit margin of the beer industry is only about 36%, and the net profit margin is only 4%, which is significantly lower than the former. ”

"Liquor is an industry with strong cultural adhesion, and the consumption factors such as social etiquette and cultural inheritance carried by it have surpassed the value of the product itself, so liquor companies will dig more and shape their unique brand image in market promotion, and the brand's appeal points mainly include history, tradition, culture, craftsmanship, etc. ”

"According to WHO data, in the current consumption structure of alcoholic beverages in China, spirits represented by liquor account for 24.6%, beer and red wine account for 71.7% and 3.7% respectively. China's liquor is mainly self-sufficient in China, and the proportion of exports and imports in domestic production is very low. According to the flush data, in 2007, China's liquor exports were 17.15 million liters, and imports were 2.63 million liters, while China's liquor output was 8.71 million kiloliters in the same period, and the proportion of liquor exports and imports in China's liquor production was 0.2% and 0.03% respectively, that is, China's liquor is a relatively closed market, mainly self-sufficient. ”

"According to the data of the China Liquor Industry Association, there are currently more than 20,000 liquor production enterprises in China, and less than 1,500 enterprises above designated size. At the same time, due to the different requirements for the culture, taste and taste of liquor in different regions, this leads to obvious market fragmentation and low market concentration. At present, the top 5 brands in China's liquor industry account for about 18%, while the top 5 brands in the foreign spirits industry account for about 66%, and there is still a lot of room for improvement in concentration. In recent years, due to the trend of consumption upgrading, although the total consumption of liquor has declined, the sales volume of high-end head enterprises is increasing, and it is expected that the industry differentiation will continue in the future, and the concentration of liquor is expected to be further improved. ”

"Consumption upgrading is rapidly fermenting in the liquor industry, and the trend of high-end liquor is obvious, and the growth rate of sub-high-end and above liquor is significantly faster than that of low-end liquor. In the context of the downward trend of macroeconomic growth and the aging of the population structure, it is expected that the total consumption of liquor in China will decline steadily. Although the current market share of high-end and sub-high-end liquor products is not as good as that of mid-to-high-end and low-end products, high-end liquor has more development potential in the future, mainly due to:

First, liquor has strong social and face attributes, especially high-end famous liquor, which is extremely scarce, and is irreplaceable;

Second, with the upgrading of domestic consumption, the competitive advantage of high-end liquor in quality and brand will become increasingly prominent;

Third, high-end liquor is more collectible and gift-giving, and is more favored by liquor lovers.

Specifically:

High-end liquor: Due to the rise of China's middle class and the improvement of residents' purchasing power, China's high-end liquor industry is in a state of recovery, while government consumption has declined significantly, and personal consumption has risen. And because the current high-end liquor in the market is still in short supply, it is expected that this round of high-end liquor prosperity will continue for a long time, healthy development, and the high-end market still has room for increment. It is estimated that in the next 3-5 years, the compound growth rate of China's high-end liquor scale will remain at about 20%. Sub-high-end liquor: As high-end liquor is affected by the constraints of production capacity and production cycle, the tight supply pattern is difficult to improve quickly, and the sub-high-end liquor will undertake some high-end liquor consumer groups; Therefore, on the whole, it is expected that sub-high-end liquor will still have considerable room for growth in the future. It is expected that in the next 3-5 years, the growth rate of sub-high-end liquor will also remain above 10%.

Low-end liquor: At present, the low-end liquor market in China's liquor industry accounts for a relatively high proportion, with sales expected to account for more than 80% and sales to account for 40%, but with the overall consumption upgrading of the industry and the squeezing growth under the downward trend of stock, the low-end liquor market space will shrink as a whole. ”

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