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五粮液上半年净利增近三成 经销商预计普五一批价仍将走高
2017-08-29 09:07:17 中国经济网
前述华泰证券团队认为,2016年3月五粮液普五提价20元至679元/瓶,取消30元/瓶补贴;9月15日后,普五打款按照739元/瓶执行,其价格提升对五粮液增速贡献较多。
昨日,一位五粮液经销商称,其所在区域普五一批价已经达到820元左右。他透露,虽然五粮液专卖店的终端价仍维持899元/每瓶,但部分酒类零售店或烟酒行已经开始加价销售。
近几个月以来,全国五粮液经销商还遇到了“鲜见”的缺货现象。
据前述经销商表示,这是五粮液今年调整了发货节奏所致。“今年以前,我们是打款即发货,想什么时候要就能什么时候要。今年,五粮液的销售与发货两条线分开了,厂家决定每个月给你打多少货并按计划发货”。
“虽然全年总计划量没变,但5月开始到8月我们得到的供货量只有全年的20%左右。”在这位经销商看来,五粮液调整发货规则的实质就是“控货”。某机构分析师告诉《每日经济新闻》记者,今年以来,五粮液缩减了经销商的普五合同量,转而加大1618和低度酒的投放,无论是其严控总量还是把控发货节奏,均使得五粮液核心产品挺价效果良好。
招商证券研报认为,五粮液从2016年底逐渐实现顺价销售,并在今年通过优质投放、增量溢价等政策进一步拉升渠道盈利水平。在此基础上,五粮液针对渠道大商进行模式调整,推广“百城千县万店”方案,已重回量价齐升轨道。
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