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白酒行业持续两极分化 高端白酒品牌领跑优势仍然明显

发布于:2018-11-17 12:04

截至5月2日,白酒上市公司纷纷发布2016年度业绩财报以及2017年一季度业绩财报。总观业绩榜单可见,高端白酒品牌领跑优势仍然明显,茅台、五粮液、洋河三家酒企稳定百亿元营收体量,泸州老窖以83亿元营收紧随其后。规模以上区域型白酒企业业绩增长稳定,古井贡酒、顺鑫农业、山西汾酒、迎驾贡酒、口子窖、今世缘、老白干营收处于20亿-60亿元之间,部分区域性酒企业绩表现仍然疲软。
 
Up to May 2, liquor listed companies have released their annual and first quarter performance reports for 2016 and 2017. The overall performance list shows that the leading edge of high-end liquor brands is still obvious. Maotai, Wuliangye and Yanghe liquor enterprises have stable revenue of 10 billion yuan, followed by Luzhou Laojiao with 8.3 billion yuan. The performance of regional Liquor-making Enterprises above the scale increased steadily. The revenue of Gujing Gongjiu, Shunxin Agriculture, Shanxi Fenjiu, Yingjia Gongjiu, Kouzijiao, present-day margin and Laobaigan was between 2 billion and 6 billion yuan, while the performance of some regional liquor-making enterprises was still weak.
 
 
 
白酒行业持续两极分化 高端白酒品牌领跑优势仍然明显
 
Liquor industry continues to polarize high-end liquor brand leading edge is still obvious.
 
 
 
从19家白酒上市公司2016年营收表现分析,目前除金种子酒出现两位数下跌外,其余酒企均实现正增长。古井贡酒、顺鑫农业、沱牌舍得、皇台酒业、水井坊增长率均超过两位数,其他区域性企业营收增长率普遍呈现个位数增长。由此可见,区域白酒品牌目前实现“弱复苏”,市场竞争程度或将进一步升级。
 
From the analysis of the revenue performance of 19 liquor listed companies in 2016, except for the double-digit decline of Golden Seed Liquor, the remaining liquor companies have achieved positive growth. Gujing Gongjiu, Shunxin Agriculture, Tuo Pai Shede, Huangtai Liquor Industry and Shuijingfang all have double-digit growth rates, while other regional enterprises generally show single-digit growth rates. It can be seen that regional liquor brands are now achieving a "weak recovery" and the degree of market competition may be further upgraded.
 
 
 
从2016年净利表现看,青青稞酒、金种子酒、伊力特、皇台酒业4家酒企业绩出现下滑,皇台酒业更是同比暴跌4996.67%,成为19家白酒上市公司中惟一一家亏损的酒企。其余二线酒企盈利表现可观,净利润普遍双位数增长。
 
From the net profit performance in 2016, highland barley liquor, golden seed liquor, illite liquor and Huangtai liquor industry showed a decline in performance, and Huangtai liquor industry fell 4996.67% year on year, becoming the only liquor company in 19 liquor listed companies to lose money. The remaining second-line liquor companies have shown considerable profits, and net profit has generally increased by double digits.
 
 
 
值得一提的是,衡水老白干、金徽酒、迎驾贡酒、酒鬼酒等区域性酒企,净利润分布在20%-50%的高增长空间,可见区域性名酒在白酒市场中成为高端白酒外的又一股增长主力,且强势品牌逐渐凸显。
 
It is worth mentioning that Hengshui Laobaigan, Jinhui Wine, Yingji Gongjiu Wine, Jiugui Wine and other regional liquor enterprises have a high net profit distribution of 20%-50%. This shows that regional famous liquor has become another main growth force besides high-end liquor in the liquor market, and strong brands are gradually highlighted.
 
 
 
此外,白酒上市公司2017年一季度业绩数据显示,青青稞酒、金种子酒营收、净利润双指标仍然下跌;皇台酒业持续亏损,其余14家酒企实现稳定增长。
 
In addition, the performance data of liquor listed companies in the first quarter of 2017 show that the two indicators of highland barley liquor, golden seed liquor revenue and net profit are still declining; Huangtai liquor industry continues to lose money, while the remaining 14 liquor enterprises achieve stable growth.
 
 
 
国家统计局发布数据显示,2016年1-12月,规模以上白酒企业累计完成销售收入6125.74亿元。由此计算可得,19家白酒上市公司在行业销售收入中占约20.35%,较2015年的18%整体实现微增。消费升级的环境下,白酒行业走出调整期,中高端白酒品牌的发展具备利好条件,整体复苏势头明显。
 
According to data released by the National Bureau of Statistics, from January to December 2016, Liquor-making Enterprises above the scale have accumulated sales revenue of 612.574 billion yuan. From this calculation, 19 liquor listed companies accounted for about 20.35% of the industry sales revenue, which was slightly higher than 18% in 2015 as a whole. Under the environment of consumption upgrading, the liquor industry has stepped out of the adjustment period. The development of middle and high-end liquor brands has favorable conditions, and the overall recovery momentum is obvious.
 
 
 
白酒营销专家蔡学飞对此表示,目前白酒市场呈现三个特点:首先是市场整体向一线品牌靠拢;其次是全国性的白酒品牌价值凸显,行业整体呈现健康增长态势;然而白酒行业两极分化趋势仍然存在。值得一提的是,当下行业的两极分化是有特点的,主要体现在品牌与规模两方面。
 
Cai Xuefei, a liquor marketing expert, said that the liquor market currently has three characteristics: first, the overall market is close to the first-line brand; second, the national liquor brand value is prominent, and the industry as a whole is showing a healthy growth trend; however, the trend of polarization of the liquor industry still exists. It is worth mentioning that the polarization of the current industry is characteristic, mainly reflected in brand and scale.
 
 
 
以茅台、五粮液为代表的高端白酒,去年市场销售火热程度有目共睹,高端白酒顺应消费升级将保持增长态势;规模以上的中高端白酒品牌,受主导产品强势带动,抗风险能力高,且大都符合价涨量跌的消费趋势,整体稳中有进;但规模以下的中低端白酒品牌,利润增速不达预期,行业生存环境困难,竞争压力偏大。总而言之,白酒行业分化将越来越明显。
 
High-end liquor, represented by Maotai and Wuliangye liquor, has witnessed a boom in market sales last year. High-end liquor will maintain a growth trend in line with consumption upgrading. High-end liquor brands with large scale are strongly driven by leading products and have high risk resistance, and most of them conform to the consumption trend of rising prices and falling prices. However, the profit growth rate of middle and low-end liquor brands below the scale is not up to expectation, the industry has a difficult living environment, and the competition pressure is on the high side. In short, the differentiation of liquor industry will become more and more obvious.

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