Special topic: Luzhou laojiao publishes 2023 annual report

When Luzhou laojiao strides into 30 billionMplpokerdesktopWhat we need to see is the power of its brand and the logic of its strategic and tactical points and lines.

On April 26, Luzhou laojiao released its 2023 annual report. During the reporting period, the company achieved revenue of 302.Mplpokerdesktop.33 billion yuan, up 20.34 percent over the same period last year, and net profit 13.246 billion yuan, up 27.79 percent over the same period last year. According to the announcement on the same day, Luzhou laojiao achieved revenue of 9.188 billion yuan in the first quarter of 2024, an increase of 20.74% over the same period last year, and net profit of 4.574 billion yuan, an increase of 23.20% over the same period last year.

In terms of performance alone, Luzhou laojiao still exceeded its annual target, of which the revenue from medium and high-end spirits was about 26.841 billion yuan, up 21.38 percent from the same period last year, and that from other liquors was about 3.236 billion yuan, up 22.87 percent from the same period last year. It can be seen that all the brands of Luzhou laojiao have entered the track of high-quality and benign development.

Throughout the development process of leading enterprises in various industries, when enterprises develop to a certain height, they are faced with absolute brand competition, which is also the only way to enter the 30 billion camp of liquor-making enterprises.

Over the past decade, Luzhou laojiao in the strategic vertical focus and tactical horizontal expansion, so that its brand equity continues to accumulate, and finally form a strong brand regeneration ability, we also clearly feel the tension from Luzhou laojiao brand.

Therefore, when Luzhou laojiao strides into 30 billion, what we want to see is the strength of its brand.

█ Culture Construction deepens Brand thickness

In terms of the whole liquor industry, the brand culture of Luzhou laojiao is a high mountain.

How to understand this concept, Yunjiu headline believes that the most obvious is the precipitation advantage and uniqueness of Luzhou laojiao in history and culture.

In the past few years, Luzhou laojiao has taken "living double national treasures" as the core, revolved around the two non-replicable cultural assets of "living pits" and "living skills", derived large-scale marketing IP such as Huaiyu Cup Liquor skills Competition, "National Treasures meet National Treasures", pit age wine research institute, as well as highly leading industry events such as the 1573 sealing ceremony of the national cellar to strengthen more intangible brand assets. Promote the living inheritance and appreciation of brand equity.

Today, the uninterrupted use of the treasure cellar pool group of the 1573 country has entered its 451st anniversary. The traditional brewing technology of Luzhou laojiao wine is constantly being used into 700 years. "living double national treasures" make the industry and consumers have a more real understanding of the historical and cultural heritage of Luzhou laojiao and the status of "Luzhou incense ancestor". Complete the closed loop of tangible assets driving the appreciation of intangible assets.

On the other hand, the cultural construction of Luzhou laojiao also has the characteristics of extension.

For example, at the time of the founding of New China, Luzhou laojiao started the spread of brewing skills in China's liquor industry with a copy of Luzhou laojiao Daqu Liquor, leading Chinese spirits to the era of scientific liquor-making, and then by opening classes and teaching. to promote the rapid expansion of Luzhou-flavor liquor. At present, the national cellar 1573 ice joys, "pit master said", Luzhou old cellar main section and other innovative design, but also in the spirit consumer iteration period to maintain heat …...

Just like this, Luzhou laojiao represents a banner of Chinese liquor culture construction. "Culture casting Soul" takes root on the ground. the rich core and strong root system make Luzhou laojiao brand culture not only profound, but also unique. Become one of the key points of its brand competition.

█ dual-brand precision marketing, amplifying brand tension

Luzhou laojiao is a strategic enterprise, so when we analyze its brand, we can clearly sense the logic of its strategic and tactical points and lines.

At the level of brand echelon construction, Luzhou laojiao is constantly looking for new growth poles by using dual-brand operation.

Since the downsizing of the brand, Luzhou laojiao has focused on the development of core products. After nearly a decade of development, Guojiao 1573 and Luzhou laojiao have formed a multi-level product matrix with both attack and defense and flexibility. Strong brand cooperation, strong overall anti-risk ability.

Tianfeng Securities believes that at a time of rapid economic growth, Luzhou laojiao deep operation high national cellar 1573 thickens profits, achieves the goal of increasing high-end proportion, high gross profit level and brand potential energy release, and at the same time starts Luzhou laojiao brand revival to cultivate sub-high-end price belt potential. During the economic slowdown cycle, the performance of Luzhou laojiao released Tequ and cellar age increment increased steadily, the market collocation of Guojiao 1573 strain and Luzhou laojiao strain was stable, and the national market made a further breakthrough.

In the "2023-2024 Luzhou laojiao annual dealer commendation and marketing conference", Luzhou laojiao revealed that at present, there are more than 1 million effective terminals, and the national marketing network has increased three times compared with the same period last year. In the future, we will firmly create 10 billion southwest and 10 billion North China markets, reverse the weak market, promote the 100-city plan according to one city and one policy, complete the comprehensive layout of the market, and find new sales growth poles.

Brand marketing is the comprehensive excavation of brand attributes.

A detailed list of Luzhou laojiao brand marketing, covering culture, sports, art and other fields. In terms of culture, Luzhou laojiao has created activities leading the industry, such as the 1573 National Cellar Collection ceremony, the International Poetry and Wine Culture Conference, and the "Mobile Museum". In sports, Luzhou laojiao has deep cooperation in key sports such as the Australian Open, the International Table Tennis Federation World Cup, the Chinese Ski Congress, the WCGC World Enterprise Golf Challenge and TEAMCHINA. In terms of art, Luzhou laojiao joined hands with art celebrities such as Tan Dun, Cai Guoqiang and Xue Song to complete the combination of art and brand.

At the same time, these marketing activities have a very high brand fit with Guojiao 1573 and Luzhou laojiao strain, constantly emphasizing the characteristics of different strains and large products, and creating the high-end tonality of national cellar strain and the national wine image of Luzhou laojiao strain. As a result, the brands we see in Luzhou laojiao are plump and creative.

█ 's strong new quality productivity activates brand vitality

There is no doubt that in the future brand competition, new quality productivity is also a crucial link.

As Liu Miao, party committee secretary and chairman of Luzhou Laojiao Group (Stock) Co., Ltd., said, with the arrival of Industrial 4.0 and artificial intelligence era, accelerating the digital transformation of liquor industry has become a required course for liquor production to build new quality.

Luzhou laojiao has been ahead of the industry to carry out digital upgrading. At present, Luzhou laojiao has fully entered the era of digital marketing, truly realizing the transformation and upgrading from the traditional push marketing mode to the pull digital marketing mode.

In 2023, Luzhou laojiao core product five-code product was put on the market, and the full-link digital code scanning application greatly improved the precision marketing efficiency of digitalization. at present, the market volume of Luzhou laojiao five-code packaging products has exceeded 14 million cases, the number of code-scanning terminals has exceeded 400000, and the number of code-scanning consumers has exceeded 5 million.

At the same time, Luzhou Laojiao Intelligent Packaging Center was also trial-produced in 2023, and the first "lighthouse factory" in the liquor industry with the fastest filling speed, the strictest quality inspection, the highest intelligent level, the highest digital level and the most technological innovation was officially opened.

According to Luzhou laojiao's plan, in the future, Mathematical Intelligence will continue to infiltrate into the enterprise's marketing, production, management and other aspects, enhance high-tech, high-efficiency, high-quality productivity, and promote liquor value creation.

In the past few years, Luzhou laojiao has been constantly training the core of the brand, and the steady growth we have seen is also based on this. According to the data, Luzhou laojiao's quarterly revenue growth has exceeded 20% for 10 consecutive quarters, and net profit growth has exceeded 25% for 13 consecutive quarters.

Although it is in the fierce competition, Luzhou laojiao already has its own advantages in the precipitation and growth of the brand, and the effectiveness of dual-brand operation tactics makes it in the fierce brand competition, can calmly maintain their own rhythm to complete the iteration of the head brand.

We also have reason to believe that with 30 billion as the starting point, the power of Luzhou laojiao brand may be more obvious.