Gansu Huangtai liquor industry Co., Ltd. (hereinafter referred to as “Huangtai liquor industry”), which has been listed for nearly 600 days, has recently resumed listing. Through the official website of Shenzhen Stock Exchange, a reporter from Beijing business daily noticed that Huangtai liquor also suspended its trading twice because it did not impose price limits on the first day of listing. As for the development plan of the company after the resumption of listing, a reporter from Beijing business daily sent an interview outline to Huangtai liquor industry. As of press time, the company did not reply. China Baijiu marketing expert a new force suddenly rises. Xiao Zhuqing, a consumer goods marketing expert, said that Huang Tai liquor had missed the golden development period of the liquor industry. In the future, it needed to face the infiltration of strong liquor enterprises into the Northwest market, and the sudden emergence of Maotai flavor liquor was constantly gaining market share of Luzhou flavor liquor and the three pressures of local strong liquor companies. < p > < p > a reporter from Beijing business daily saw on the official website of Shenzhen stock exchange that due to the absence of price limit on the first day of resumption of listing, Shenzhen Stock Exchange suspended the trading of Huangtai liquor from 9:30:00 on December 16 and resumed trading at 10:30:01. Only 20 seconds after the resumption of trading, Huangtai liquor was temporarily suspended by Shenzhen Stock Exchange and resumed trading at 14:57:00. It is understood that the two temporary suspension is due to Huangtai liquor’s intraday transaction price rising by 10% or more than 20% compared with the opening price. < p > < p > the reporter from Beijing business daily noticed that the closing price of Huangtai liquor was 31 yuan / share on December 16, and the opening price was 25 yuan / share, with a daily increase of 24%. It is worth noting that the closing price of Huangtai liquor was 7.47 yuan / share when it was suspended from listing. As of December 16, the total increase was as high as 314.99%.
Xiao Zhuqing said that Huangtai liquor industry has missed the golden development period of the Baijiu industry, and will face three pressures in the future. A new force suddenly rises. In recent years, the strong liquor companies have been infiltrating the Northwest market. Secondly, the market share of Luzhou Baijiu liquor is constantly being grabbed by the sudden emergence of sauce wine, and the last part is regional pressure. The Baijiu market in Northwest China is relatively poor and its capacity is limited. The local listed liquor business gold emblem liquor has been injected into Fosun, and green barley liquor has also been introduced into foreign trade. Huangtai liquor industry needs to fight against the strong local liquor companies. Under the pressure of these three aspects, Huangtai liquor enterprises still have a long way to go to recover.
Baijiu marketing expert Cai Xuefei further said that Huangtai liquor industry was sought after by the capital market. On the one hand, it was the opportunity to hit bottom and rebound as an old wine in the region. On the other hand, it was also due to the recent active Chinese Baijiu plate that led to the development of the liquor industry. At the same time, Huangtai liquor industry is more in line with the capital psychology of new shares. < / P > < p > on the first day of Huangtai liquor’s resumption of listing, the share price increased by 24%, which was corresponding to the growth of performance. Beijing business daily learned that Huangtai liquor industry is expected to make a profit of 2.2-3.25 million yuan in the first half of this year, compared with the loss of 16.3408 million yuan in the same period of last year, turning losses into profits. In fact, before 2019, the performance of Huangtai liquor industry declined for many years, which also led to the company’s suspension of listing. < / P > < p > it is understood that Huangtai liquor had negative net profit for three consecutive fiscal years from 2016 to 2018, and negative net assets at the end of 2017 and 2018, which was suspended from listing on May 13, 2019. According to the annual report of Huangtai liquor industry, from 2016 to 2018, its revenue was 178 million yuan, 47.6051 million yuan and 25.4834 million yuan respectively, and its net profit was – 166 million yuan, – 118 million yuan and – 95.4815 million yuan respectively. Through the data, it is not difficult to find that the previous performance of Huangtai liquor industry was not optimistic, with a sharp decline in revenue and a loss in net profit. The weak performance is the main reason for the suspension of Huangtai liquor. < p > < p > CAI Xuefei said that Huangtai liquor’s previous relatively complex shareholder relationship and coordination problems of relevant stakeholders were the main reasons for the decline of its performance and the suspension of listing. As a regional liquor enterprise, Huangtai liquor industry has certain market development opportunities in the Northwest market. However, due to the long-term marginalization, it is unlikely to break out in the short term. < / P > < p > Huangtai liquor successfully resumed listing, thanks to the company’s success in turning losses into profits in 2019. According to the annual report of Huangtai wine industry in 2019, the revenue of Huangtai wine industry in 2019 was 99.0462 million yuan, up 288.67% year on year; the net profit was 68.2137 million yuan, up 171.44% year on year. The net profits of Huangtai liquor from the first quarter to the fourth quarter of 2019 were – 6.4742 million yuan, – 9.8666 million yuan, 2.3935 million yuan and 82.1609 million yuan respectively. Since the second half of 2019, the net profit of Huangtai liquor has turned from loss to profit, and the net profit in the fourth quarter has increased significantly. < p > < p > Huangtai wine said that the sharp increase of net profit in the fourth quarter was due to the fact that after the new management settled in, the company resumed production, continuously launched new products and carried out many marketing activities, resulting in the gradual recovery of sales scale and sales revenue. The new product is different from the old product positioning in the low end Baijiu market. The new product positioning is the mid end Baijiu sales market. < / P > < p > behind the new products coming out one after another, it is still difficult to hide the hidden worries of Huangtai liquor industry. According to the third quarter report of Huangtai liquor, the net cash flow from operating activities in the first three quarters of this year was -27.4006 million yuan. In addition to operating cash flow without support, there are still many problems in Huangtai liquor industry. Public information shows that since the beginning of this year, Huangtai liquor industry has involved 46 legal lawsuits involving securities disputes, loan disputes and futures trading disputes. At the same time, Huangtai liquor also involved in seven illegal records. In addition, Huangtai liquor also faces a fine of 600000 yuan due to a false increase of 102 million yuan in the amount of inventory items and false records. According to
insiders, although Huangtai liquor industry achieved new profits and improved product mix in 2019, it has turned the profit into deficit. However, in the current Chinese Baijiu market, the brand strength and channel power of Huangtai liquor industry are not enough to support the future development of enterprises. < p > < p > CAI Xuefei further said that as Huangtai liquor industry has been marginalized for a long time in the wine circle, it may first need to solve the problems of market reconstruction, including brand value promotion, channel reconstruction, product re planning and so on. Under the trend of consumption upgrading, Huangtai liquor industry is faced with the problems of low-end brand, aging products and shrinking channels, which restrict the further development of enterprises. Therefore, the main work now is to restart the brand, build sales channels and promote new products, and solve the task of returning to the mainstream of China’s wine circle. Under the trend of consumption upgrading, the first-line famous wine is squeezed, and regional strong wine enterprises such as Jinhui are competing. Huangtai should still be a small and medium-sized regional wine enterprise focusing on the local market. < p > < p > the purpose of this article is to convey more information, and it does not represent the views and positions of our website. The content of this article is for reference only, and does not constitute an investment proposal. Investors operate on this basis at their own risk.