Maotai on the left and Wuliangye on the right? Let the dealer choose one, Wuliangye tears LU ZHOU LAO JIAO CO.,LTD Co., Ltd.

Recently, Wuliangye (000858. SZ) Zhejiang marketing war zone was circulated on the Internet, in which Zhejiang dealers were asked to "choose one from the other" between Wuliangye and LU ZHOU LAO JIAO CO.,LTD, which caused public outcry.

Wuliangye and LU ZHOU LAO JIAO CO.,LTD are not only representatives of Sichuan liquor enterprises, but also representatives of Luzhou-flavor liquor enterprises. What is the origin of this "killing each other"?

LU ZHOU LAO JIAO CO.,LTD Co., Ltd.: I hope it's true.

"This kind of behavior in the relevant areas of wine enterprises is not a corporate behavior or a personal behavior. However, no matter which Sichuan wine company or individual employees of Sichuan wine company do this kind of behavior, it is inconsistent with the strategy of Sichuan provincial party Committee and provincial government calling for the development of Sichuan wine group and the revitalization of Sichuan wine. We will truthfully respond to the relevant leaders of the provincial party Committee and the provincial government and the industry management department. We hope that some departments will investigate and verify and make due responses. " LU ZHOU LAO JIAO CO.,LTD Co., Ltd told China Economic Weekly.

LU ZHOU LAO JIAO CO.,LTD Co., Ltd. believes that no matter which China liquor company, this behavior is harmful to the healthy development of the industry, and it is also suspected of violating relevant laws and regulations. "We will further support dealers according to the situation and situation, or take up legal weapons with dealers to safeguard rights and interests, maintain a healthy market order and maintain the healthy development of the industry. We don't want these behaviors to be true, and we sincerely hope to work with brother liquor companies to promote the high-quality and healthy development of China liquor industry! "

Expert: It's probably personal behavior under pressure.

Cai, a liquor analyst and liquor marketing expert, told China Economic Weekly that such meetings were normal. "It is very common for similar products to appear in the core market. At present, in the wine circle, as long as it does not involve the threat of deduction, it basically does not involve monopoly. Because merchants have a lot of choices, it is just a way to strengthen the cooperative relationship between manufacturers. It is likely to be a high-consumption market like Zhejiang, and the private behavior of individual employees due to their own performance pressure. " Cai said.

Xiao, a liquor expert, told China Economic Weekly that the liquor industry had never had an unfriendly style similar to that of Internet companies in the past. "Now liquor has entered the era of stock competition. Maotai-flavor liquor enterprises represented by Maotai have made 40% of the profits of the industry with 7% of the production capacity, which has compressed the space of Wuliangye and LU ZHOU LAO JIAO CO.,LTD, and enterprises can only continue to expand."

"In the past, the growth of high-end liquor mainly depended on channel providers, but now it depends on entrepreneurs, consumers and opinion leaders. A high-consumption market like Zhejiang without a strong local brand is bound to be the focus of competition among major wineries. Wuliangye and LU ZHOU LAO JIAO CO.,LTD are both Luzhou-flavor liquor enterprises, but in recent years, the rapid growth of LU ZHOU LAO JIAO CO.,LTD in the East China market, especially in Jiangsu and Zhejiang markets, has brought pressure to Wuliangye. It is unwise to do so in order to block the channels. " Novel:

Group development, not mutual harm.

According to the data of the National Bureau of Statistics, in the first ten months of 2020, the cumulative domestic liquor production was 5.463 million kiloliters, down 10.4% year-on-year. This is the third consecutive year that the output of liquor decreased in the same period, with 27.3% and 9.3% respectively in 20 18 and 20 19 years. In 20 17, the output of liquor was as high as1198.10000 kiloliters.

At present, Maotai is still a well-deserved champion in liquor industry. Maotai's financial report shows that from June 205438 to September 2020, Maotai's revenue was 6721500 million, a year-on-year increase of 65.438+00.5438+0%. Under the pattern of Maotai taking the lead, Guizhou liquor waist brand is full of potential energy and goes hand in hand. In the first half of the year, liquor revenue was over half, sales increased by over 30% year-on-year, and the market outside the province accounted for over 70%. Moreover, there is a strong cohesion among Guizhou wine enterprises. The Development and Reform Commission of Guizhou Province has repeatedly stated that it is necessary to build the core area of the world Maotai-flavor wine industry base and present the industrial linkage development pattern of "Maotai leading" and "one super and many strong". Guizhou liquor enterprises are robbing the market resources of the national liquor market at an alarming rate.

In recent years, the production area has developed into the mainstream of the industry. Sichuan Province is an important producing area of China liquor, and Wuliangye and LU ZHOU LAO JIAO CO.,LTD are the "six golden flowers" of Sichuan liquor. From 20 17, the Sichuan provincial government started the project of "Sichuan Liquor National Tour" to encourage the development of Sichuan Liquor, in which Wuliangye and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. also participated.

From the financial data, Wuliangye, which ranks second in the industry, has a certain gap with LU ZHOU LAO JIAO CO.,LTD Co., Ltd., the second child of Sichuan Liquor. The report of Wuliangye and LU ZHOU LAO JIAO CO.,LTD in the third quarter of 2020 shows that the total operating income of Wuliangye in the first three quarters was 42.493 billion yuan, and the total comprehensive income attributable to the parent company was 65.438+04.545 billion yuan; The total operating income of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. in the first three quarters was1/kloc-0.599 million yuan, and the total comprehensive income attributable to the owners of the parent company was 48/kloc-0.40 million yuan.

"At present, the whole economic development is mainly internal circulation. The development of wine industry in China is not only beneficial to agriculture and employment, but also conducive to accurate poverty alleviation. But now, with the improvement of market concentration, the market has gradually entered the stage of strong dialogue, and the market competition will be more intense in the future. Luzhou-flavor liquor has always occupied the mainstream market. In recent years, consumers love the heat of Maotai-flavor, which makes Luzhou-flavor liquor enterprises squeezed by market channels. In this case, Luzhou-flavor liquor should unite and develop in groups. Under the background of the development of Sichuan Wine Group, the top two wine companies in terms of business volume cannot hurt each other because of the choice of dealers. " Liquor expert novels.

Editor: Yang Baihui

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