Recently, because of the need to provide brand consulting for liquor companies, the Mahatma team and the consultant team have systematically organized and summarized the development data of the liquor industry, and conducted a series of analyzes on the data of different brands and the macro economy. Today we use four tables to briefly analyze the success of Moutai and why Moutai can become the leader in leading the development of the industry. I hope this will enhance everyone’s understanding of the liquor industry and Moutai.
1. The most stable famous wine in the past 20 years
From the perspective of the macroeconomics and the growth rate of the five major liquor companies in the past 20 years from 2002 to 2021, Moutai has been the most stable famous wine in the past 20 years. Even when there was a cliff-like decline in 2012, the performance of other famous wines was cut in half, but Moutai's growth still maintained positive growth. This shows that Moutai's overall development is stable.
The data is compiled from the Internet and corporate annual reports, and is completed by the HBS Mahatma Brand Planning and Marketing Department.
Judging from the growth rate in the past 20 years, the growth of other famous wines is irregular, and the data fluctuates, while Maotai maintains For the past 20 years, there has been a high growth rate of more than 40% every five years, which is very regular and rhythmic. Such a steady growth pattern and the rhythm of breaking through the development ceiling every five years are the key to Moutai becoming the new overlord of the liquor market, which can also be seen in other data later. It is expected that 2022 and 2023 will be another milestone for Moutai to break through the ceiling of future development. Once a new breakthrough is found, Moutai will usher in a new round of development opportunities.
2. The famous wines with the fastest compound growth in the past 23 years
From our statistics, the five major liquor brands in the 23 years from 1998 to 2021 are Moutai, Wuliangye , Yanghe , Luzhou Laojiao , Shanxi Fenjiu Judging from the annual report data, Moutai is the company with the fastest compound growth among the five major brands, with a compound growth rate of 25.2%. This data is not only the highest in the liquor industry, but also among the top compound growth companies compared with other industries.
Although Yanghe's 17-year compound growth rate is 2.1% higher than that of Moutai, after adding the data of another six years, the result should be around 20%, so overall it is still lower than Moutai. Therefore, in the past 23 years, Moutai's compound growth has not only been the fastest famous wine in the industry, but also the most stable famous wine in the industry.
The data is compiled from the Internet and corporate annual reports, completed by the HBS Mahatma Brand Advisory Group expert fast marketing Sun Wei teacher
3. The famous wine with the most coordinated annual sales ratio in the past 23 years
From the past 23 years of Moutai, Wuliangye, According to the statistical analysis of the performance reports of Yanghe, Luzhou Laojiao and Shanxi Fenjiu in the four quarters of each year, Moutai is the famous wine with the most coordinated annual sales ratio among the five famous wines. The performance difference between the four quarters does not exceed 10%. The fourth quarter performance with the highest sales did not account for more than 30%. The performance of Wuliangye, Yanghe, and Shanxi Fenjiu all relies more on sales in the first quarter, accounting for more than one-third of the whole year. In addition, Luzhou Laojiao's performance in the fourth quarter of the year exceeded 30%, and it generally relied on the fourth quarter to support its performance.
Judging from the proportion of the four-quarter sales data of the five famous wine brands, Moutai's peak sales season is in the first quarter and the fourth quarter, because the demand for gift giving is relatively strong in these two quarters. The peak sales season for Wuliangye, Yanghe, and Shanxi Fenjiu is in the first quarter, and they mainly rely on sales promotion and sales in the first quarter to complete more than one-third of the annual performance. This habit has penetrated into the sales habits of several companies. . Luzhou Laojiao's stocking up and sales promotion are geared towards the fourth quarter. In general, the industry is divided into two camps: the peak sales season in the first quarter, led by Wuliangye, and the peak sales season in the fourth quarter, led by Moutai. Therefore, the market performance is that the first quarter and the fourth quarter are the peak sales of the liquor industry. Traditional peak season.
The data is compiled from the Internet and corporate annual reports, and is completed by Mr. Sun Wei, an expert in the HBS Mahatma Brand Advisory Group.
4. The most beautiful famous wine with the largest sales volume in the past three years
In the three years from 2019 to 2021, we have experienced the special situation of the epidemic. Due to the economic environment, Moutai has grown as the famous wine with the largest scale, the highest price and the largest market value. Not only has the market not been affected, but it has also become the first company with a market value exceeding 2 trillion and the first famous wine with sales exceeding 100 billion. It can be said that he is the real king. Such outstanding performance not only led the entire industry to achieve breakthroughs and transformations amid the slow overall economic growth, but also led the industry to a new era of high-quality development.
Although other famous wines have also achieved rapid development, due to their relatively small size, from 88.854 billion Moutai in 2019 and 100.95 billion from the other four famous wineries, to 109.5 billion from Moutai and 132.17 billion from the other four famous wineries in 2021, Moutai alone accounted for It is more than 80% of the total of the other four companies. Therefore, compared with the growth of Qianyi Moutai, the performance of the other four companies in the past three years is simply not the same. If the performance of Xijiu Group, which also belongs to Moutai, is added, Moutai is almost tied with the other four famous liquor companies. It can be said that such performance has never appeared in the entire history of the liquor industry.
In addition, Moutai’s net profit in 2021 is 54.26 billion, which is 10.112 billion more than the total net profit of the other four famous liquor companies of 44.148 billion. Wuliangye is 23.37 billion, Yangheshi is 7.508 billion, and Luzhou Laojiao is 7.956 billion. Shanxi Fenjiu is 5.314 billion. Such huge profits are enough to enable Moutai to maintain a more healthy and stable development and maintain Moutai's continued prosperity.
The data is compiled from the Internet and corporate annual reports. It was completed by Mr. Sun Wei, an expert from the HBS Mahatma Brand Advisory Group.
Liquor is an industry closely related to the macro economy. Through the analysis of the annual report data of the five major liquor brands in the past 23 years, and 20 Comparing the growth rates of the five major brands with macroeconomic data in recent years, we found that the liquor industry is a long-term industry that can truly outperform the macroeconomy. Famous liquors headed by Moutai are even better companies for long-term investment. If companies can maintain steady growth over the past 20 years like Moutai, then the development of the liquor industry will be more prosperous and the rate of return will be higher.
Chief Editor/Zhong Wen Proofreading/Keyi Organizing/not
