Sauce And Wine Industry Should Not Only Seek Development, But Also Prevent Risks

Last year, Guizhou Maotai Group successfully broke through 100 billion yuan in revenue, becoming the first 100 billion level liquor enterprise in China. Driven by leading enterprises, the data of Zunyi (Renhuai) liquor industry association's annual meeting in 2019 showed that last year, local liquor enterprises in Renhuai City achieved an output of 236000 kiloliters, operating income of more than 20 billion yuan, and tax payment of 2.8 billion yuan, an increase of more than 400 million yuan or 20% compared with that in 2018.

From January to September this year, Maotai Group overcame various restrictions on raw material procurement, production scheduling and staff re production under the influence of the epidemic situation. It realized that the business income increased by 11.5%, the net profit increased by 15%, the tax increased by 12%, and the total industrial output value was the same 9% higher than that of the previous year.

In the sustained high growth momentum, the market nearly 3000 yuan a bottle of Feitian Maotai liquor heat. At the end of October and the beginning of November, the 21st century economic report reporter visited the core production area of Renhuai Maotai flavor liquor. No matter on the left bank or the right bank of Chishui River, large, medium and small-sized liquor enterprises fully resumed their work and production. Since 2012, the signs of "cold current" deep adjustment of the industry disappeared.

"Now the environmental protection requirements are much stricter than before. We must complete the procedures and install the sewage treatment equipment. Otherwise, it will be closed directly." In Maotai Town, the owner of a local distillery told the 21st century economic reporter that he had invested in the distillery for two years. "As long as there is wine, it can be sold." He said.

"Sauce wine is very hot now. Now the agent is either on the way to Guizhou or in Guizhou. But sauce and wine heat doesn't mean everything is hot. " Wu Xiangdong, chairman of Jindong investment group, said that consumption is hot, but only super high-end. Sauce wine is not so hot in many provinces at low, medium and high prices, which shows that consumption is not as hot as agent and investment.

Ma Yong, vice president and Secretary General of the China Food Industry Association, is also rational. He said at the round table conference: "the sauce and wine sector should not only seek development, but also guard against risks. If risk control is not done well, it will have a subversive impact on production areas and categories. "

Risk of stir frying wine

"Maotai is for drinking, not for frying." Li Baofang, vice chairman of the environmental and Resource Protection Committee of the 13th people's Congress of Guizhou Province, has always stressed that when he was appointed chairman of Maotai Group.

However, a new round of stir fried Maotai liquor has been hot since 2018.

On October 31, Maotai Hotel Guizhou Maotai self operated shop. According to the latest regulations of the hotel, each guest can book a bottle of 500ml 53 degree Feitian Maotai liquor in advance every day with his ID card and room card. Each person can buy up to two bottles in one week and six bottles per person in one year at the price of 1499 yuan / bottle.

There is a police forensics point at the door of the self operated shop. "It is strictly prohibited to resell or speculate in Maotai liquor. Once found, it shall be dealt with seriously" sign warning is very eye-catching. In September of last year, the notice of Guizhou provincial market supervision and Administration Bureau on soliciting clues of violations of laws and regulations in Maotai liquor market was also posted at the door, and the report telephone number was announced. In order to facilitate consumers to buy wine, Maotai manufacturers also posted the address and contact information of Maotai self-supporting companies in China.

In order to prevent stir frying, the new rules are not strict. Last year, 21st century economic reporter attended the annual general meeting of shareholders in Maotai, Guizhou. Every guest staying in Maotai hotel can buy two bottles of Feitian Maotai liquor with room card and ID card every night.

Nowadays, the number of cheap Maotai liquor purchased in the self-employed stores has decreased, and the relevant departments in Guizhou Province have been cracking down more severely. The 21st century economic reporter went to Maotai cultural city and learned that the sales point of Feitian Maotai liquor was temporarily suspended.

But the cattle are still going on.

On October 30 and 31, the 21st century economic report reporter saw in the corridor of the self-employed shop that the people who bought the wine came to buy the wine according to the appointment time with their certificates and bank cards. After the appointment, although there was no phenomenon of beating Yongtang last year, there was still a long line at the door during the peak of lunch break. For two consecutive days, the reporter of 21st century economic report learned after inquiry that the store only had 1499 yuan of Feitian Maotai liquor, and other Maotai liquor series were out of stock.

Outside the team, the Yellow Cattle with an ID card in his hand loomed. This provides convenience for some consumers who are eager to cash in, with the price of 2500 yuan per bottle.

If the Yellow Cattle around the Maotai hotel are only a few, then in the Maotai airport, the flying Maotai liquor buying group led by the yellow cattle can be said to be powerful.

At 7:20 a.m. on November 1, a group of middle-aged and elderly people with little red riding hood queued up to fly to Chongqing under the leadership of a young man. Unlike other tour groups, there are few people carrying large luggage in groups of up to 20 or 30 people.

What kind of elderly group is this? The reporter murmured before boarding. The aunt at the front of the line reminded reporters, "why didn't you bring your red hat?"

After chatting, I learned that the aunt was from majiawan, Longkeng Town, Bozhou District, Zunyi City. The tour group of about 30 people in each group was actually a liquor buying group for Feitian Maotai liquor.

But the "wine buying Tour" led by cattle is not easy. My aunt told 21st century business reporter that it was still early to buy wine. During this period, the sales outlets of Maotai airport did not put Maotai liquor in. They had to fly to Chongqing first and fly from Chongqing to Longdongbao airport in Guiyang. It is said that Maotai liquor can be bought with boarding pass.

This aunt has been flying many times. She said that in order to buy wine, they went out to fly to many airports in Guizhou, such as Tongren airport and Xingyi airport. They worked with each other, and now they extended to Chongqing airport for transfer and departure.

"Now the market price of Maotai liquor deviates from its value seriously, and a considerable part of it has been bought and put in the warehouse." In an interview in Maotai Town, a person in charge of a liquor company who has been making sauce liquor for 30 years told the reporter of the 21st century economic report.

Risk of excessive growth of output

Renhuai City ushered in a new round of capacity expansion period.

At the end of last year, the 80000 ton series liquor packaging workshop and supporting measures of Maotai Group, located in Tanchang area of Renhuai City, and other 11 infrastructure projects were started collectively, with a total investment of 15.8 billion yuan. Among them, 8.38 billion yuan is planned to be invested in the technical transformation and supporting facilities of 30000 tons of Maotai flavor liquor.

In Renhuai, after purchasing huaijiu last year, tianshli announced that it would expand huaijiu's production capacity from 300 tons to 1000 tons; Zhenjiu distillery added 3000 tons of production capacity in the first half of the year. Jinjiu has also started large-scale production capacity construction in Maotai town.

"Output is not the only standard to measure the development of soy sauce wine." Long Chaoya, executive vice president of Guizhou liquor making industry association, said at the round table conference on the development of Guizhou liquor enterprises that Maotai liquor has become a brand liquor not by production capacity, but by quality. Quality benefit type is the outlet of Guizhou liquor.

Maotai flavor liquor can be brewed and produced in the unique microbial environment along Chishui River, but the bearing capacity of the environment is limited after all.

At present, Renhuai large and medium-sized enterprises have gradually realized the ceiling effect of increasing production.

Long Chaoya said that when the production of Maotai liquor was to be expanded to 56000 tons, she had sent a text message to Li Baofang and got the answer: "Maotai will not increase its production capacity for a long time."

Ding Yuanhuai, general manager of Guizhou Diaoyutai Guobin liquor industry Co., Ltd., said at the liquor round table conference that the company would not expand its capacity due to production capacity constraints.

Ye Zhengliang, deputy general manager of tiansheli health industry investment group, said that it took 20 years for the production capacity of Guotai liquor industry invested by tianshli to reach 10000 tons. During the "14th five year plan" period, enterprises should invest 10 billion yuan to expand the production capacity from 10000 tons to 20000 tons. "Expanding production is not so easy to achieve. First of all, it needs strong financial strength, but also depends on whether it is strictly in accordance with the technical standards of Maotai flavor liquor, nine times of cooking, eight times of fermentation, and seven rounds of wine taking." He suggested that the liquor industry should learn from the flight inspection of pharmaceutical enterprises and close down all enterprises that did not strictly abide by the Daqu Maotai flavor liquor technology.

According to the plan of "vitalizing the liquor industry of Guizhou Province" in the next year, the output value of liquor industry in Guizhou Province will reach 158.2 billion yuan by 2025. Ao Hong, deputy director of Guizhou Provincial Department of industry and information technology, said that last year, the added value of Guizhou liquor industry was 108.9 billion yuan, accounting for 27% of the province's industrial added value, ranking first in the province.

"The development of Guizhou liquor should not only develop speed, but also develop quality. In terms of investment, the local government should pay more attention to the investment of industry capital and less interest driven. In recent years, the slogan we hear the most is to build liquor groups of 10 billion, 50 billion and 100 billion, continuously expand the scale, and rarely hear rational thinking and grand vision about the development of enterprises. " Ma Yong said.

Li Baofang also said at the round table meeting that Guizhou liquor enterprises have a lot of space in price control, but they should not raise prices easily.

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