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Overall, Fan Wuxian believes in the history of the founding of the country for so many years. There are always some spoofs that seem reasonable, but in fact they are not mentionable.

Just like the decision on a large aircraft project, this consumption tax increase is actually a failed policy.

The original intention of the liquor tax adjustment and the five-cent consumption tax is to support the good and limit the inferior, and to support the leverage strategy of the large and the small, that is, to purify the liquor industry and market through tax management policies, and to eliminate those non-standard or even illegal small workshop-type enterprises, one is to make the liquor market safer, and the other is to increase taxes by the way.

This original intention seems to be good and relatively positive, but they ignore a problem, because the domestic tax management is not in place, and even in many places, the tax administration departments are made by people, and many local policies are regulated by local managers, because the tax policies formulated by the state can only be used by private individuals as a work to collect personal wealth.

As for many small workshop-type production enterprises, these people basically don't even have production licenses and business licenses, so why do they talk about paying taxes? Most of them have been evading taxes, who can receive taxes with them?

But once a policy is formulated, there is always a process of implementation. Therefore, those large and medium-sized enterprises that have to pay taxes in accordance with the law have to bear the results of this tax price increase.

That is to say, the purpose of this time is to standardize the liquor market, not only not to those who should be beaten, but to the large and medium-sized liquor enterprises that are already operating in a standardized manner, greatly increasing the operating costs of the standardized enterprises.

However, enterprises have increased the burden, who will bear this burden, naturally the end consumers, it can be imagined that a continuous price increase frenzy will detonate the fierce competition in the high-end liquor market in advance. This is probably what the people who introduced the "five cents" consumption tax policy did not expect.

From the non-pre-tax deduction of liquor advertising, and then ad valorem taxation to strengthen management, the competition in the liquor industry will once again move towards rationalization, providing an orderly, standardized and open pattern for the market competition environment, but this policy of supporting the good and limiting the inferior, and supporting the big and limiting the small to a certain extent, will also set off a continuous price frenzy, opening up a new world for the rise of high-end liquor.

After Fan Wuxi's explanation, Shen Ying finally understood, no wonder the people of Fenjiu Group were in a hurry when they left, and the vice president of Moutai had a gloating expression, probably because he felt that Fenjiu Group probably couldn't become his competitor.

After this blow, Fenjiu, which has always been taking the low-price route, is afraid that it will have to enter the ranks of price increases, and the stable price strategy that has lasted for many years is finally about to change.

However, for many consumers. Generally, the good wine that can be drunk is the level of Fenjiu, but if the price rises, it is obviously difficult for them to accept the price sensitivity, which will make the consumers who have always been very loyal to the purchase of Fenjiu have a great discount.

As a high-priced liquor with a high price of hundreds of yuan, distilleries such as Moutai and Wuliangye naturally don't care about this, because their consumers are not ordinary consumers, but civil servants who don't need to spend their own money to ensure income during drought and flood.

"The consumers of high-end liquor are mainly official liquor and government hospitality liquor, as well as the kind that is exclusively for hotels. Fan Wuxian said to Shen Ying, "Therefore, it doesn't matter to them whether the price increases or not, on the contrary, ordinary people are more sensitive to the price, and the sorghum white of two yuan and five cents has now become three or three yuan five, which is a big burden for them, and I believe that there will be more and more people who quit drinking." The low-end liquor market will also become more and more difficult to do. ”

After hearing this, Shen Ying replied thoughtfully, "In other words, the new alcohol policy has fallen on the heads of the people." ”

Even if the small workshops that do not operate in a standardized manner will not be under the pressure of rising costs, it is impossible for them not to see the impact of the new liquor deal on the price of liquor, they have a complete advantage in the low-end liquor market, and the biggest blow is those small and medium-sized liquor enterprises between large liquor enterprises and small workshops.

Fan Wuxian believes that the bankruptcy of a large number of small and medium-sized liquor enterprises is imminent, and many small distilleries at the prefectural and municipal levels are the most difficult, which is also an inevitable consequence.

"Wumao, Wumao, this Wumao is really powerful!" Fan Wuxian shook his head and said.

However, Shen Ying quickly smiled and said, "Actually, you should be able to see that the introduction of this new policy should have its background, and it may not be a mediocre trick." ”

"Oh? Tell me about it—" Fan asked rhetorically.

"The economic base determines the superstructure, and this is written in the textbook, which should be true, right?" Shen Ying didn't explain, but asked Fan Wuxian first.

"Well, that's nature, under normal circumstances, economic laws still work, but it is not excluded that there will be disjointed periods, but after all, it is a very small minority." Fan Wuxian nodded seriously. affirmed Shen Ying's words.

Shen Ying continued, "That's right, the mainstream force of the liquor industry, of course, is not small and medium-sized enterprises, but the major distilleries that monopolize most of the channels and resources in the national market, these people are the biggest driving force affecting the government's formulation of alcohol consumption policies. ”

After listening to Shen Ying's words, Fan Wuxian nodded and said, "You are right, it is estimated that several large enterprises are involved, and this matter is not raised by a hot head, but the product of government-enterprise cooperation." ”

Fan Wuxian estimated that in the new liquor deal this time, the leader of the high-end liquor market such as Moutai Wuliangye is obviously the most active, because this policy is very beneficial to them, they will not worry about the price of liquor is too high, they will only worry that the price of liquor is too low, and there is no benefit if it is low.

And large enterprises such as Fenjiu Group whose main goal is the low-end liquor market. The damage is more serious, and the slightest change in price will immediately get feedback from the market, which leads to a difficult problem, whether to reduce quality and reduce input to maintain price stability, or continue to strive for excellence in the popular brand, and digest these rising costs by yourself?

No matter what decision you make, it won't be easy.

At this time, Fan Wuzhi has basically excluded Fenjiu Group from the ranks of enterprises that have the ability to acquire Shen Ying's Confucian Banquet Liquor, Fan Wuxian does not believe that the Shanxi Provincial Government will make so much effort to help Fenjiu Group tide over this difficulty, Shanxi Province is more concerned about those enterprises that can quickly see economic benefits, for the shrinking liquor consumer market. There really wasn't much interest.

And since the beginning of this year, Fenjiu Group's ranking in the national liquor market has been declining, which is also an important reason why the government is unwilling to continue to vigorously support, if Fenjiu Group is still the industry leader or the second, it is estimated that the government is not this attitude, but to vigorously support, support Fenjiu Group to continue to maintain a leading position in the industry, it is a major event related to the face and performance of government officials, but now, just two words.

"Why don't you think Wuliangye will join this acquisition?" Shen Ying asked a question that she was very confused about.

Not because of anything else, or because Wuliangye has always been in the midst of rapid expansion, and there is not a lot of investment spent on the acquisition of small enterprises, and the development in the past few years also shows that the success of industrial expansion is indeed eye-catching, so Shen Ying feels that Fan Wuxian has not included Wuliangye in the list of key acceptance from the beginning and is a little curious.

"How so?" Fan Wuxian hesitated for a while before saying, "This is also related to the policy pursued by Wuliangye. ”

The traditional distribution model of the liquor industry is that the products flow from the manufacturer to the distributor (regional general distribution), and then to the distributor, and finally into the hands of consumers, which effectively communicates the supply and demand of the product, meets the needs of the material and cultural life of the masses, and promotes the development of social economy. However, with the development of the market economy, the shortcomings of this distribution model have gradually been exposed, leaving people in the industry at a loss.

First of all, the price system is chaotic, many enterprises in the product pricing to take the total distribution price, regional total distribution price, wholesale price, wholesale price, retail price, the price of each ladder has a certain discount, if any of the links do not comply with the rules, there will inevitably be a phenomenon of cross-regional sales, low-price sales, the market price system will be chaotic, so that the market is difficult to operate, and even collapse.

The second is due to the mutual distrust between manufacturers, manufacturers in order to sell volume, blindly promise to dealers, when the manufacturers can not fulfill the benefits promised to dealers, dealers will unscrupulously sell beyond the region, in order to make up for losses, to obtain as much profit as possible, resulting in a decline in prices in other markets. The market is in a state of chaos.

There is also an unreasonable sales task, manufacturers in order to increase market share, increase total sales, increase profits, often put pressure on dealers, to the dealers set a high sales task. In order to complete the sales task, in order to obtain considerable year-end rebates, improve their position in the minds of manufacturers and the strength of negotiations with manufacturers, so as to obtain more support and preferential policies, they often take risks to sell products at the ex-factory price or even lower than the ex-factory price, and cross-regional sales are not uncommon, and the results are miserable for both manufacturers and dealers.

For manufacturers, the market is chaotic and prices have fallen. For merchants, the year-end rebate is an unknown number, and when they get their hands, they feel that they are not ideal, and many dealers have lost money, and they are naturally uncomfortable.

Dealers always continue to reach out to manufacturers and ask for various sales policies or preferential policies that are beneficial to them, such as advertising fees, store entry fees, distribution fees, etc. These expenses are often not fully implemented, and are often appropriated by dealers, embezzling some or even all of them. At this time, dealers have this part of the funds as a guarantee, boldly reduce the price of the product sales, or long-term implementation of "buy five get one free", "buy ten get one free" and other policies, so that the price of the product is reduced in disguise, it is difficult to rebound and cause market chaos.

In addition, in order to increase market share, expand the market and increase sales, manufacturers are eager for quick success and quick profits, and high, medium and low-end products go hand in hand. Driven by interests, manufacturers often choose two or more dealers in the same market, these dealers compete with each other for their own interests, resulting in the same product competing with each other, the price is selling lower and lower, or even lower than the factory price, unable to get normal sales profits, showing a state of loss.

With the development of the market economy, the liquor industry is affected by the economic situation and consumption trends, the total demand has declined, the product has accumulated a lot, and the price has fallen. The price of liquor, especially the price of famous liquor, is becoming more and more transparent and open, the profits are meager, the production enterprises are short of funds, and the product promotion lacks stamina, and the liquor market is very sluggish and in a difficult situation.

"It is in this context that a new model of alcohol sales has emerged." Fan Wuxian said to Shen Ying.

At the end of 1994, the first brand in China's liquor industry to be bought out by distributors - "Wuliang Alcohol" was born, which was produced by Wuliangye Group and distributed by Fujian Shaowu Sugar and Liquor Company.

In the second year, the sales volume of Wuliang alcohol increased significantly, and it quickly became popular, becoming an upstart in the liquor market.

Since then, the marketing model of brand buyout operation has quickly become popular in the liquor industry and has been widely used. Among them, Wuliang Alcohol, Wuliang Shen, Wuliang Chun, Jin Liufu, Liuyang River, Jingjiu, Xiao Mu Tuxian, Tiandi Chun, ** Peony Chun, Dongfanghong, Jiannanhao, Zhenpin Quanxing, Gujing OK and other brands have a strong influence in the liquor market.

Wuliangye, who tasted the sweetness, immediately let go of the buyout operation project, and when its sub-brands developed the most, there were more than 200 of them, and the number was so large that it is estimated that the CEOs of the group themselves are not very clear, which brand is their authentic product, and which is the counterfeit in the market?

"If there are too many children and grandchildren, there will be problems, this is the problem of competing for family property, and Wuliangye's family property is naturally the market channel and brand influence established for a long time." Fan Wuxian said with a smile.

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