Chapter 876: More Descendants and More Property

2423 Chapter 876: Divide the family property when there are more children and grandchildren

In terms of the second body, Xiao Fan Yaobing believes that in the history of so many years since the founding of the People's Republic of China. There are always endless tricks that seem reasonable at first glance but are actually unmentionable.

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

The original intention of lowering the consumption tax of 50 cents on liquor is to support the good and limit the bad, to support the big and limit the small, and to implement a lever strategy. That is to say, it hopes to purify the liquor industry and market through tax management policies and eliminate those that are not standardized or even illegal. Small workshop-style enterprises were eliminated, one was to make the liquor market safer, and the other was to increase taxes by the way.

The original intention seems to be good. They are also relatively positive, but they have overlooked one problem. Due to the inadequate domestic tax management, even tax management departments in many places are determined by people. Many local policies are regulated by local managers themselves. Because the tax policies formulated by the state can only be used by private individuals as a way to make personal money.

There are many small workshop-type production enterprises in Zhishan. These people basically don’t even have production licenses and business licenses. How can they pay taxes? Most of them have been evading taxes. Who can collect taxes from them?

But once the policy is formulated, there must be an implementation process, so those large and medium-sized enterprises have to pay taxes in accordance with the law. We have to bear the consequences of this tax increase.

In other words, the purpose of this time is to regulate the liquor market. Not only did it not hit those who should be hit, but it hit the large and medium-sized liquor companies that were already operating in a standardized manner, greatly increasing the number of companies that regulate the market. Operating costs.

But the burden has increased on the enterprise. Who should bear this burden? Naturally, it is the end consumers. You can think of it from this. A continuous price increase frenzy will trigger fierce competition in the high-end liquor market in advance. This is probably something that the authors of the “50-cent” consumption tax policy did not expect. Yin·xiao·dang&1t;shuo>'s "house" advertisements are not deductible from liquor advertisements, and then ad valorem taxation strengthens management. Competition in the liquor industry will once again become rational, providing an orderly and standardized market competition environment. , an open pattern, but this policy of supporting the good and limiting the bad will, to a certain extent, set off a continuous price increase frenzy and open up a new world for the rise of high-end liquor.

After Fan Wubing's explanation, Shen Ying finally understood. No wonder the people from Fenjiu Group left in a hurry. The vice president of Moutai looked gloating, probably because he felt that Fenjiu Group would not be able to become his competitor.

After this blow, Fenjiu, which has always been taking the low-price route, may have to join the ranks of price increases. The stable price strategy that has lasted for many years,

Change is finally coming.

However, for many consumers, the best quality wine they can usually afford is Fenjiu. However, if the price rises, it will obviously be difficult for them, who are very price sensitive, to accept it. This will make people who have always been very loyal Consumers have received huge discounts on the purchase of Fenjiu.

As for high-priced wines that can easily cost hundreds of yuan, wineries such as Moutai and Wuliangye naturally don't care about this, because their consumer targets are not ordinary consumers in the first place, but those who don't need to maintain their income due to early flooding. Civil servants who spend their own money.

"The consumers of high-end liquor are mainly wine for official business and government entertainment, as well as the kind exclusively for hotels. In fact, most of these consumers do not spend their own money." Fan Wu Bing said to Shen Ying. "So, it doesn't matter to them whether the price increases or not. On the contrary, ordinary people are more sensitive to prices. Sorghum white that cost two yuan and a half has now become three yuan or three and a half yuan. For them, It's no small burden to say that. I believe that more and more people will give up drinking, and the low-end liquor market will become increasingly difficult to operate.

After hearing this, Shen Ying replied thoughtfully, "In other words, the new alcohol policy has hit the common people."

Even if the small workshops that do not operate in a standardized manner will not be affected by the pressure of rising costs, they cannot fail to see the impact of the new alcohol policy on the price of liquor. They have a complete advantage in the low-end liquor market, and those who have been hit the hardest are They are those small and medium-sized liquor companies that are between large liquor companies and small workshops. If these companies operate in a standardized manner, they will definitely not be able to compete with small workshops in terms of price. However, if they want to develop high-end liquor, it is most difficult to have the strength.

Fan Wubing believes that a large number of small and medium-sized liquor companies are about to go bankrupt. Many small distilleries at the prefectural level are in the most difficult situation. This is also an inevitable consequence.

"Wu Mao, Wu Mao, this Wu Mao is really powerful!" Fan Wubing shook his head and said.

However, Shen Ying quickly said with a smile, "Actually, you should be able to see that the introduction of this new policy should have its own background, and it may not be just a fool's errand."

"Oh? Tell me," Fan Wubing asked.

"The economic base determines the superstructure. This is written in the textbook. It should be correct, right?" Shen Ying did not explain, but asked Fan Wubing first.

"Well, that's natural. Under normal circumstances, economic laws still work, but there are also periods of disconnection. But that is a very small number after all." Fan Wubing nodded seriously, confirming Shen Ying's words.

Shen Ying continued. "That's right. The mainstream force in the liquor industry is certainly not small and medium-sized enterprises, but major wineries that monopolize most of the channels and resources in the national market. These talents are the biggest driving force influencing the government to formulate alcohol consumption policies. Just look at who is the beneficiary of this new policy, and you will know who is working hard behind the scenes."

After listening to Shen Ying's words, Fan Wubing nodded and said, "You are right. It is estimated that several large companies are involved. This matter is not proposed in a momentary impulse, but the product of government-enterprise cooperation."

Fan Wubing estimated. In this new liquor policy, the leaders in the high-end liquor market such as Moutai and Wuliangye are obviously the most active, because this policy is very beneficial to them. They will not worry about the price of liquor being too high, but only worry about the price of liquor being too low. If it is too low, there will be no profit. Only by taking advantage of the opportunity of the new liquor policy, can they raise prices and improve their image and so-called taste, which is the fundamental way to maximize their profits.

And large enterprises such as Fenjiu Group, which mainly target the mid- and low-end liquor market, will suffer more serious damage. "A little change in price will get feedback information from the market. It has led to a difficult problem, whether to reduce quality and reduce investment to maintain price stability, or continue to strive for excellence in mass brands. Digest these rising costs by yourself?

No matter what decision is made, it will not be so easy.

At this time, Fan Wubing has basically excluded Fenjiu Group from the ranks of enterprises capable of acquiring Shen Ying's Kongfu Banquet Wine. Fan Wubing does not believe that the Shanxi Provincial Government will make such a great effort to help Fenjiu Group overcome this difficulty. Shanxi Western Province is more concerned about those enterprises that can see economic benefits quickly, and they are not very interested in the shrinking liquor consumption market.

Moreover, since this year, the ranking of Fenjiu Group in the national liquor market has been declining, which is also an important reason why the government is unwilling to continue to support it vigorously. If Fenjiu Group is still the leader or the second in the industry, it is estimated that the government will not have this attitude, but will strongly support Fenjiu Group to continue to maintain its leading position in the industry. That is a major event related to the face and political achievements of government officials, but now, it is another matter.

"Why don't you think Wuliangye will join this acquisition?" Shen Ying asked a question that puzzled her.

It's not because of anything else. It's because Wuliangye has always been in high expansion, and the investment spent on acquiring small enterprises is not small. The development in recent years also shows that the success of industrial expansion is indeed eye-catching. Therefore, Shen Ying feels a little curious that Fan Wubing did not include Wuliangye in the list of key small acceptances from the beginning.

"How do you say it? "Fan Wubing hesitated for a moment before speaking. "This is also related to the policies pursued by Wuliangye. ”

The traditional distribution model of the liquor industry is that the product goes from the manufacturer to the regional general distributor, and then to the distributor. Finally, it flows into the hands of consumers. This traditional distribution model effectively communicates the supply and demand of products, meets the needs of the people's material and cultural life, 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 industry insiders at a loss.

First, the price system is complicated. Many companies have adopted the general distributor price, regional general distributor price, first-level wholesale price, second-level wholesale price, and retail price in product pricing. Each step of this price system has a certain discount. If any link does not abide by the rules, there will inevitably be cross-regional sales and low-price sales. The market price system will be in chaos, making it difficult for the market to operate or even collapse.

Second, due to the lack of trust between manufacturers, manufacturers blindly promise distributors in order to increase sales. When the benefits promised by manufacturers to distributors cannot be fulfilled, distributors will cross-regional sales by any means to make up for the losses. Get as much profit as possible, resulting in a decline in prices in other markets and a state of chaos in the market.

There are also unreasonable sales tasks In order to increase market share, sales volume and profits, manufacturers often put pressure on dealers and set high sales targets for them. In order to complete sales targets, obtain considerable year-end rebates, improve their position in the minds of manufacturers and their bargaining power with manufacturers, and thus obtain more support and preferential policies, dealers often take risks and sell products at ex-factory prices or even lower than ex-factory prices. Cross-regional sales are also common. As a result, both manufacturers and dealers are miserable.

For manufacturers, the market is in chaos and prices have fallen. For merchants, year-end rebates are an unknown number. When they get them, they feel that they are not ideal. Many dealers suffer losses, which naturally makes them feel uncomfortable.

Dealers always keep asking 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 taken by dealers for themselves, embezzling part or even all of them. At this time, dealers have this part of funds as a guarantee, and boldly lower product prices for sale, "and other policies, which reduce product prices in disguise and make it difficult to recover, thus causing market chaos.

In addition, in order to increase market share, expand the market, and increase sales, manufacturers are eager for quick success and instant profits, and they develop high-end, high-end and low-end products simultaneously. 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 similar products competing with each other, and the prices getting lower and lower, even lower than the factory price. , unable to obtain normal sales profits. Showing a loss status.

With the development of the market economy, the liquor industry has been affected by the economic situation and consumption trends. The total demand has declined, there has been a large backlog of products, and prices have fallen. Liquor prices, especially famous wine prices, are becoming more and more transparent and open. Profits are meager, production companies are short of funds, and product promotion lacks stamina. The liquor market is very sluggish and it is in a difficult situation.

"It is under this circumstance that a new model of alcohol sales emerged." Fan Wubing told Shen Ying.

At the end of 1994, it was the first brand in China’s liquor industry to be bought out and operated by a distributor.

"Wuliangchun" was born, produced by Wuliangye Group and the general manager of Fujian Shaowu Sugar and Wine Company.

In the second year of Xi's reign, Wuliangchun's sales increased significantly and it quickly became popular, becoming an upstart in the liquor market.

Since then, the marketing model of brand buyout has quickly become popular in the liquor industry and is widely used. in. Brands such as Wuliangchun, Wuliangshen, Wuliangchun, Jinliufu, Liuyanghe, Jingjiu, Xiaomuduxian, Tiandichun, Shuanggou Peonychun, Dongfanghong, Jiannanhao, Zhenpin Quanxing, Gujinghuo etc. It has a strong influence on the liquor market. Wuliangye, which had tasted the benefits of Yin·Xiao·Dang's "House" advertisement, immediately let go of its hands in buying out the project. When its sub-brands were most popular, there were more than 200 in total. There are so many of them, it is estimated that the group’s bosses themselves are not sure which brand is their authentic product and which one is a counterfeit in the market?

"There are too many descendants. Problems will arise. This is the competition for family property, and Wuliangye's family property is naturally the market channels and brand influence established over a long period of time." Fan Wubing said with a smile.

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