Chapter 872: Plans to Change Careers

Chapter 872: Plans to change careers

Dan Bing and Zhuo Lei both talked about it in the hall. Then I saw the goblet platform in the shape of Shichenita Dingcha. Someone on the upper floor was pouring wine into it. It fell along the four directions like a waterfall. Soon the entire tower was filled with orange-red liquid.

After many people saw Shen Ying walking in, they greeted her one after another. At the same time, they looked at Fan Wubing who walked in with her with some understanding, and nodded. Obviously, because Fan Wubing and Fan Heng looked so similar. Because of his resemblance, the bosses in the liquor industry are particularly fond of him. "According to incomplete statistics, excluding family-run production, there are more than 30,000 liquor companies in the country, of which there are about 4,000 independently accounted liquor companies at or above the township level, with annual product sales revenue of 5 million yuan. The number of the above state-owned and non-state-owned enterprises last year was more than 1,300.

As of 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 was 10 billion yuan, the average balance of current assets was more than 48 billion yuan, and the working capital turnover days were Count one hundred and seven days.

In the past, domestic liquor companies were small in scale, with scattered production and many handicraft workshops. After years of development and through the waves of market competition, some companies have grown in scale, corporate efficiency has gradually improved, and economies of scale and diversified development have been clearly reflected.

While expanding in scale, some famous and high-quality liquor companies with capital and good market sales have adopted joint ventures, acquisitions, mergers and other methods. Externally, capital expansion and asset reorganization were carried out; internally, technological transformation was carried out, production capacity was expanded, and various forms of liquor enterprise groups or limited liability companies were established.

Last year, there were nearly 70 liquor companies nationwide with a liquor production of 10,000 tons, including more than 30 liquor companies with a production of more than 20,000 tons. These liquor enterprise groups use the capital, technology, management, and brand advantages of their main factories to continuously expand their business areas. It has gradually penetrated into other fields or high-tech industries and achieved impressive results.

With the application of mechanized equipment and the introduction of microcomputer blending and other technologies, the quality of liquor products has been continuously improved. Various injuries in liquor have been effectively controlled and used rationally. In order to adapt to market competition, liquor companies attach great importance to brand building and cultivation, and the number of famous and high-quality liquors is growing rapidly. New brand products continue to appear and are recognized by consumers.

In order to improve efficiency and avoid industry risks, in addition to expanding into low-alcohol liquor, wine, and fruit wine, many large enterprise groups have begun to diversify into real estate, hotels, finance, printing, feed, medicine and other industries based on their actual conditions. oriented management. Adhering to the business policy of comprehensive development based on wine, we have achieved good economic benefits.

Soon after the two people entered the hall. They were warmly invited by the organizer to sit at the VIP table and have a chat with the bosses of several famous wines.

Shen Ying and Fan Wubing did not make any excuses.

After all, the output of Shenying Winery has now exceeded 100,000 tons, and the efficiency is ridiculously high, enough to make the established liquor manufacturers jealous.

already.

In fact, in the past two years, the life of liquor companies has not been very easy. The life of the major companies here is like drinking water, knowing whether it is good or bad.

The highest annual production and sales of Chinese liquor reached 8 million tons. However, starting in 1998, the domestic liquor industry began to decline. Production and sales have been declining year by year, and the entire liquor industry has seen a sharp decline in output and efficiency.

China's alcohol marketing is also facing various contradictions. After the battle for advertising and the battle for the Internet, the last battlefield for business models is at the terminal. Since there are more wolves and less meat, the hotel has become a god and the winery has become a servant who burns incense and pays tribute. The numerous charges such as entry fees, store celebration fees, small corkage fees, and private room fees have made hotel owners happy, and liquor manufacturers miserable. Beer, which has a low gross profit margin, has also suffered.

This end-to-end winning trend that started in Hangzhou is likely to sweep across the country. More than 80% of mid- to high-end hotels in China are constantly raising the threshold for entry. The phenomenon of buying a hotel is becoming more and more intense. Signs saying no to bringing your own drinks are everywhere in many hotels. visible. The makers of the rules of the liquor market are no longer manufacturers and distributors, let alone consumers, but hotels that bully customers. Consumers were once again beaten down by the game, and some of them began to punish Chinese liquor with an almost cruel punishment to resist the addiction and not drink it at all.

What to do after the terminal? Either innovate faster than competitors or standardize earlier than competitors, otherwise it is impossible for a company to gain a competitive advantage. Instead of looking at the operator's face in the hotel and fighting hand-to-hand with competing products, it is better to jump out from the root and seize the cooperation with dealers with many business approval channels and good reputations, integrate their superior resources to reduce operating costs, and provide consumers with real products. Affordable price parity.

When everyone talks about these things, they will inevitably have a lot of emotions. Today's market is difficult and everyone is basically a competitor. But the problems encountered are the same, and of course there will be many common problems in communication. ※It is indeed difficult for Cezao liquor manufacturers to attract investment. The manufacturers must promise dealers various kinds of handsome products and a wide range of cost support because they have to be in line with the industry and compete with competition. However, dealers do not buy it. Once other brands compete, This manufacturer's policy is more favorable, and the dealer will immediately change course and find a new love. It is difficult to attract investment, and it is even more difficult to build the market. Often some short-lived brands are abandoned by dealers, and manufacturers are tacitly prepared for a one-time sale. Can such a cooperative relationship last long? "One manager commented with some emotion." Another manager also replied with some helplessness, "Both manufacturers and dealers have a hard time." "Dealers are fooled every year when they choose new products, and the scams are different. . Attracted by the huge profit margins of manufacturers and swallowed up by huge marketing expenses, dealers have become movers. On the one hand, dealers know that product quality is the first priority, but on the other hand, they demand it. Manufacturers invest a lot of advertising, although they also know that the brand promoted by advertising is unreliable, but it is absolutely impossible without advertising.

Manufacturers have invested huge amounts of money, but the market is not as easy as imagined. The huge investment has caused the price to be artificially high, causing a serious disconnect between product price and value, which is certainly difficult for consumers to accept. In order not to fall further into the abyss, manufacturers cannot accurately assess the cost of promotional activities, so there is no need to talk about rebates. The dealer wanted wages and reimbursement, but the factory, seeing that it was going to lose money, refused to reimburse the dealer on the grounds that the dealer's reimbursement was untrue. The manufacturers pushed each other's buttons, and in the end it became a bad debt, arguing with each other, and finally broke up. .

"Hangzhou has become the source of admission fees, and it has quickly spread to large and small cities across the country. There are many types of admission fees and sponsorship fees. The reason is good. Restaurants and restaurants charge you without negotiation. "Who gave you so many liquor brands? Manufacturers are not like that. If I don't pay, it doesn't mean that other manufacturers don't pay. As a result, entry fees are getting higher and higher, and the terminal fees of liquor companies are getting more and more expensive. "Another high-end beverage manager complained sadly, "Opening hotel terminals has been a long-standing stereotype of wine manufacturers. Looking back at history, there are indeed many successful cases of vigorously operating hotels to boost retail sales and then drive retail and wholesale sales. Manufacturers often put their energy and development chips into the catering market, which forms the focus of competition in the market, and always prioritize the opening of hotels. When entering the market online, they immediately launched a large-scale store entry operation. While pursuing market penetration and seizing the commanding heights of the catering category, they also paid huge amounts of store entry fees and various miscellaneous expenses. However, the hotel always puts forward various requirements such as management fees, festival fees, decoration sponsorship, door light boxes, etc. When the accounts are settled at the end of the year, it will be strange if there is no loss.”

Now, many liquor companies are exploring the path of diversified development, but diversification is not that easy.

Industrial diversification is always a card that many leading companies like to play nowadays. It seems to be the only way to become bigger and stronger. However, this road seems to be full of thorns and obstacles, and even filled with bitter blood and tears.

Wuliangye, for example, has been on the road to diversification since the 1990s. It has been busy expanding, switching from its main business to multiple unfamiliar industries in an instant, and moving faster and faster on this road.

In 1997, Wuliangye, already the leader in the liquor industry, ventured into diversification for the first time, and the 50,000-ton alcohol production line failed just before it was put into operation. Subsequently, Wuliangye's carefully built pharmaceutical group, known as Asia's first-class pharmaceutical group, seemed to have come to an end. Tens of millions of dollars were wasted on the Ampenas Asian whiskey project, which has now been suspended. Then Global Plastic Co., Ltd., which invested 400 million yuan, was unable to meet production needs due to local electricity. This resulted in intermittent production.

In 1998, Wuliangye took over West China Securities and reached a transfer agreement with the Sichuan Provincial State-owned Assets Administration, but it was terminated before the equity transfer. Later, it planned to enter the clothing industry, but it also failed.

As for now, it is even more outrageous. It is rumored in the industry that Wuliangye will spend 10 billion to enter the chip industry. It is rumored that Wuliangye will cooperate with a Japanese company to produce automobile molds. It is rumored that Wuliangye plans to invest in computer monitor projects. It is reported that Wuliangye Jige is entering into the diesel engine project. True or false, it really makes people feel at a loss.

Fan Wubing looked at this group of well-dressed bosses and shook the red wine in the glass. He felt deeply in his heart. It looked like the glass was filled with wine, but in fact it was filled with blood and tears!

At this time, Fan Wubing felt. In the next few years, the liquor industry will continue to face an overall decline and market shrinkage. Rather than letting Shen Ying continue to suffer in this currency market, it is better to sell out as a whole, take advantage of the good momentum of his own winery, cash out, and enter the Internet The gaming industry is better.

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

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