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When Fan Wuxian and Shen Ying both walked into the hall. I saw a pyramid-shaped goblet platform, and someone was pouring wine into it on the upper floor, falling down like a waterfall in all directions, and soon the whole tower was filled with orange-red liquid.

After seeing Shen Ying walk in, many people greeted her one after another, and at the same time, they all looked at Fan Wuxian who walked in with her with some understanding, and nodded their heads one after another.

According to incomplete statistics, excluding the production that is completely a family workshop, there are more than 30,000 liquor enterprises in China, of which there are about 4,000 liquor enterprises at or above the township level with independent accounting, and more than 1,300 state-owned and non-state-owned enterprises with an annual product sales income of more than 5 million yuan last year.

By the end of last year, the total assets of the liquor industry were more than 90 billion yuan, the total liabilities were about 50 billion yuan, the net accounts receivable were 10 billion yuan, the average balance of current assets was more than 48 billion yuan, and the working capital turnover days were 107 days.

In the past, domestic liquor enterprises were small in scale and their production was relatively scattered. After years of development, through the big waves of market competition, the scale of some enterprises is growing, the efficiency of enterprises is gradually improving, and the economy of scale and diversified development trend are clearly reflected.

At the same time of scale development, some famous and high-quality liquor enterprises with capital and good market sales have implemented capital expansion and asset restructuring through joint ventures, acquisitions, mergers and other means; Internally, technological transformation was carried out, production capacity was expanded, and various forms of liquor enterprise groups or limited liability companies were formed.

Last year, there were nearly 70 liquor enterprises with a liquor output of 10,000 tons, of which more than 30 were liquor enterprises with an output of more than 20,000 tons. These liquor enterprise groups have made good achievements by taking advantage of the capital, technology, management and brand advantages of the main factory to continuously expand their business areas and gradually penetrate into other fields or high-tech industries.

With the use of mechanized equipment and the advancement of microcomputer blending technology, the quality of liquor products has been continuously improved. A variety of ingredients in liquor have been effectively controlled and rationally used. In order to adapt to the competition in the market, liquor companies attach great importance to brand building and cultivation, the number of famous and high-quality liquor has shown a rapid growth trend, and new brand products continue to appear, and have been recognized by the majority of consumers.

In order to improve efficiency and avoid industry risks, in addition to the expansion of the liquor industry to low-alcohol liquor, wine, fruit wine, many large enterprise groups have begun to diversify their operations in real estate, hotel, finance, printing, feed, medicine and other industries according to their own actual conditions, adhere to the business policy of wine-based and comprehensive development, and have achieved good economic benefits.

Shortly after the two men entered the hall. I was warmly invited by the organizer to sit down at the VIP table and have a discussion with the CEOs of several famous wines.

Shen Ying and Fan Wuxian didn't make much excuses, after all, now the output of Shen Ying Distillery has exceeded 100,000 tons, and the efficiency is even more outrageous, which is enough to make the old liquor manufacturers feel red.

In fact, in the past two years, the life of liquor companies has not been very good, and the life of the major enterprises here is also like drinking water, cold and warm.

The highest annual production and sales volume of liquor in China reached 8 million tons, but since 1998, the domestic liquor industry has begun to decline, production and sales have declined year by year, and the output and efficiency of the entire liquor industry have declined sharply.

China's beverage marketing is also facing various contradictions, and after the advertising battle and the network battle, the last battlefield of the business model takes place at the terminal. Since the wolf had more meat and less meat, the hotel became a god, and the winery became a servant who burned incense and paid tribute. A variety of fees such as entrance fees, store celebration fees, corkage fees, and private room fees have made hotel owners miserable, and liquor manufacturers have suffered from beer, and beer with low gross profit has also been unlucky.

The terminal winning fever that emerged from Hangzhou has the potential to sweep the whole country. More than eighty percent of the mid-to-high-end hotels in China are still raising the threshold for entering the store, and the phenomenon of buying stores is becoming more and more intense. The makers of the rules of the game in the liquor market are no longer manufacturers and distributors, let alone consumers, but hotels that bully customers. Once again, consumers were knocked down by the game, and some of them began the near-brutal punishment of Chinese baijiu, holding back their addiction and simply not drinking it.

What happens after the terminal? Either innovate faster than your competitors, or standardize earlier than your competitors, otherwise companies are unlikely to win a competitive advantage. Instead of looking at the face of the operator in the hotel to fight with competing products, it is better to jump out and start from the root to grasp the cooperation of those dealers with many business channels and good reputation, integrate their superior resources to reduce operating costs, and give consumers a truly affordable price parity.

When we talk about these things, we will inevitably have a lot of feelings, today's market is difficult to do, everyone is basically a competitor, but the problems encountered are the same, of course, there will be many common problems in the exchange.

"Now it is really difficult for liquor manufacturers to attract investment, and manufacturers must promise dealers various policy support and a wide range of cost support, because to keep up with the industry, to work hard with competitors, but dealers do not buy it, once other brands are more favorable than this manufacturer's policy, dealers will immediately change their ways and find a new love. It is difficult to attract investment, and it is even more difficult to do the market, often some short-lived brands are abandoned by dealers, and manufacturers are tacitly ready to buy and sell a hammer, can such a cooperative relationship last? A boss commented with some emotion.

"That's also something that can't be helped-" the other boss also replied a little helplessly, "the manufacturers and distributors are not having a good time." ”

Dealers choose new products every year, and they are fooled every year, and those who are on the job are different. Attracted by the huge profit margins of manufacturers. It was swallowed up by the huge marketing fee, and the dealer became a porter, and he lost money if he couldn't move well. On the one hand, dealers know that product quality is the first, on the other hand, they require manufacturers to cast a lot of advertising, although they also know that the brand that advertises is unreliable, but no advertising is absolutely impossible.

Manufacturers invest huge sums of money, but the market is not as easy as imagined. The huge cost of investment has caused the price to be inflated, so that the price of the product is seriously out of touch with the value, and it is of course difficult for consumers to accept. In order not to fall further into the abyss, manufacturers have promotional expenses, can not be accurately evaluated, rebates are not to be discussed, dealers want wages, to reimburse, the factory is going to lose, on the grounds that the dealer's reimbursement is not true, refuse to reimburse, manufacturers push each other, and finally become a bad account, pull each other, and finally break up.

"Hangzhou is the birthplace of entrance fees and has quickly spread to cities large and small across the country. There are many names for admission fees and sponsorship fees, and there are good reasons for this. You didn't negotiate with restaurants and restaurants--- who let you have so many liquor brands? Manufacturers are not like that, I don't pay money, it doesn't mean that other manufacturers don't pay money, so the entry fee is getting higher and higher, and the terminal cost of liquor companies is getting more and more expensive. Another CEO of high-end wine complained with concern, "The development of hotel terminals has been the stereotyped thinking of wine manufacturers for a long time. Looking back on history, there are indeed many successful cases of driving retail and wholesale sales by vigorously operating hotels. Manufacturers often put their energy and development chips in the catering market, forming the focus of market competition, and always regard hotel development as the top priority. As soon as I entered the market, I started a large-scale store entry work, and while pursuing the market rate one-sidedly and seizing the commanding heights of Class A catering, I paid a huge amount of store entry fees and a variety of miscellaneous expenses. However, the hotel has a variety of requirements such as management fees, festival fees, decoration sponsorships, door light boxes, etc. Settle accounts at the end of the year. It's no wonder if you don't lose! ”

At present, many liquor companies are exploring diversified development paths, but diversification is not so easy to do.

Industrial diversification, now is always a lot of leading enterprises love to play cards, seems to be the only way to become bigger and stronger, but this road also seems to be full of thorns and bumps, and even sprinkled with bitter blood and tears.

For example, Wuliangye has been diversifying since the 90s, busy expanding, spanning many unfamiliar industries from its main business in an instant, and going faster and faster on this road.

In 1997, Wuliangye, which was already the boss of the liquor industry, set foot in diversification for the first time, and the 50,000-ton alcohol production line died just after it was put into operation, and then Wuliangye's carefully built pharmaceutical group known as Asia's first-class pharmaceutical group seemed to end without a problem, and tens of millions of yuan were lost in vain in the Ampernas Asian whisky project, and now it has been suspended, followed by Global Plastics Co., Ltd., which invested 400 million yuan, due to the local electricity can not meet the production demand, resulting in intermittent production.

In 1998, Wuliangye became the owner of Huaxi Securities, and had reached a transfer agreement with the Sichuan Provincial State-owned Assets Supervision and Administration Bureau, but it was terminated before the equity transfer, and later planned to enter the garment industry, but it also ended in vain.

As for now, it is even more outrageous, the industry is rumored for a while that Wuliangye wants to use 10 billion to enter the chip industry, and then it is rumored that Wuliangye wants to cooperate with Japanese companies to produce automobile molds, and then it is rumored that Wuliangye intends to invest in computer monitor projects, and for a while it is rumored that Wuliangye plans to enter the diesel engine project.

Fan Wuxi looked at this group of well-dressed bosses, shook the red wine in the wine glass, and sighed in his heart, it seems that the glass is wine, but it is actually blood and tears!

At this time, Fan Wuxian felt that the liquor industry would continue to face an overall decline and market shrinkage in the next few years. Taking advantage of the momentum of their own distillery, it is better to enter the online game industry after cashing out.

At least, the mentality of playing online games is much better than brewing bitter wine.

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