How far is the road of Xifeng Liquor's retrograde and price increase of ipo. How far is it to squeeze into the first -class wine camp?

Wen | He Jun Li Jing

On June 21, Shaanxi Xifeng Wine Co., Ltd. (hereinafter referred to as "Xifeng Wine") released the "Notice on Product Price Raise". The "Notice" shows that according to the product price increase plan for Xifengjiu in 2022, the company's product prices and policies are approved and issued. The original product price and policies involved are no longer implemented. Regarding the price of Xifeng Liquor products, the person in charge of Xifeng Wine said in an interview with the Securities Daily reporter: "The company's pursuit of reasonable profits can develop. The costs such as energy are rising, but the price of our products is low, but the quality of famous wine is not ambiguous at all. "Cai Xuefei, general manager and alcoholic analyst of Zhixu Consultation, said that Xifeng wine is the opportunity to borrow prices to further unify the market for the market. The cognition of Xifengjiu, thereby enhancing the image and value of the entire brand, and accelerating the process of high -end and branding enterprises. It is worth noting that in June, in addition to Xifeng Liquor's release information, this Shiyuan has also issued a price increase notice in June, saying that "from June 25, the price of Si Kaiguang wine was increased by 10 yuan by 10 yuan. /Bottle, raised 5 yuan/bottle for the founding of the founding fate. "At that time, some people in the industry believed that behind the price increase of the national fate to achieve 10 billion yuan in revenue goals, helping this world fate becomes a national high -end liquor brand in the country to become a national high -end liquor brand in the country. Essence Today, in the face of the price increase of Xifengjiu, some experts also believe that or it is related to its achievement of 10 billion yuan in revenue targets. "Xifeng Jiu's price increase is directly related to the impact of the 10 billion yuan club. According to the winery practice, the off -season price will be paid, and the old price will be enjoyed before the price will be paid. The payment is recovered in advance. In addition, the price lifting is also to comply with the demand for gross profit in the wine industry and the pursuit of the premium capacity brought by the brand. "Xiao Zhuqing, chairman of Wuhan Jingkui Technology Co., Ltd., analyzed the Securities Daily reporter. It is understood that 2022 is a key year for Xifeng wine sprint tens of billions of yuan. Xifeng Jiu publicly stated in March this year that 2022 is the year of the Xifeng wine's market breakthrough year, and it is also the year of "10 billion yuan in victory" of Xifengjiu Marketing. At the same time, Xifeng wine proposed to "return to the first -class wine camp". From the perspective of performance, from 2015 to 2020, Xifeng Jiu achieved sales revenue of 2.803 billion yuan, 2.867 billion yuan, 3.7 billion yuan, 5.014 billion yuan, 6.03 billion yuan, and 6.3 billion yuan, showing an increase year by year. In addition, the sales revenue of Xifeng wine in 2021 has over the 8 billion yuan mark. Data show that in 2021, Xifeng Liquor achieved 8 billion yuan, an increase of 26.7%year -on -year; the total profit was 1.23 billion yuan, a year -on -year increase of 30.6%. It is understood that before, in the liquor industry, the revenue of 10 billion yuan can be said to be an important watershed of wine companies, and it is only crossing the "first -class" team. But now this threshold has increased to 20 billion yuan. For the standards of first -class "famous wine" enterprises, Cai Xuefei claims that there are the following standards in the industry: First, the sales scale and profit are high. At present, the scale of 20 billion yuan is already the threshold for first -line famous wines in China; second, the high -end product structure must be representative Star products, and high -end products account for a high proportion, must have national influence; third, they must have a national network layout; fourth, the consumer market level has high -end brand value cognition in consumers. According to the statistics of the Securities Daily, in 2021, except for the two hundred billion -level liquor faucets of Moutai and Wuliangye, Yanghe and Luzhou Laojiao are already 20 billion yuan wine companies. Data show that in 2021, Yanghe's operating income achieved operating income of 25.35 billion yuan; Luzhou Laojiao realized total operating income of 20.384 billion yuan; Shanxi Fenjiu was very close to 20 billion yuan, and its total operating income was 19.971 billion yuan. In addition, brands such as Jiannanchun, Langjiu, Gujing Gongjiu have also crossed the 10 billion yuan mark and are sprinting for 20 billion yuan. "Xifengjiu is still a certain distance from the national front -line liquor brand. From the perspective of volume, Xifeng wine has not yet reached 10 billion yuan; secondly, the high -end product Red Xifeng's national proportion is limited; in the end, the high -end brand value of Xifeng wine has not yet been nationwide. It has been effectively popularized and promoted. "Cai Xuefei said that the real national famous wine must not only increase performance, but also have a significant increase in brand value and the support of the national sales market. The tortuous road of the IPO is worth noting that, the West Feng wine with Guizhou Moutai, Shanxi Fenjiu, and Luzhou Laojiao, Sichuan, has become the only well -known wine company that has not yet been listed. However, Xifeng Jiu was not satisfied with the "Feng Tail", which was dwelling, and had shocked listing four times, but in the end, it was not available. It is worth noting that after the four IPOs of Xifeng wine failed, some industrial investment funds chose to withdraw. In May 2020, in the list of shareholders announced by Xifengjiu, the Mianyang Science and Technology City Industrial Investment Fund was no longer visible. The position of this second largest shareholder with 15%of the shareholders was replaced by Shaanxi Land Equity Investment Co., Ltd. However, in March 2022, Shaanxi Land Equity Investment Co., Ltd. chose to withdraw, and the second largest shareholder was changed to Changan Huitong Investment Management Co., Ltd., and the shareholding ratio remains unchanged. In addition to the IPO, there are also rumors that Xifengjiu may be listed backdoor, but it has been denied by all parties. Regarding the rumors of backdoor listing, the person in charge of Xifeng Wine above said that there is no news at the current company. Please refer to the news of the board of directors to the public. Recommended reading

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