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市场竞争加剧 古越龙山“老大”地位受挑战

2017-09-27 07:22:57   

业内人士预计,未来行业格局很可能会出现变数。

公司:品牌知名度仍是第一

根据中金公司今年发布的黄酒产业研究报告,去年黄酒销售额呈现上升势头,同比增长8%,成为国内增长最快的大众酒类,尤其在浙沪以外地区营收增速高达30%以上。

古越龙山相关工作人员亦向《每日经济新闻》记者表示,目前来看,古越龙山品牌销售遍及全国各大省会城市,除了长三角传统黄酒饮用区域,其他区域销售额占比达到30%。从全国来看,市场占有应该更占优势,品牌知名度依然是黄酒品牌第一。在此基础上,随着黄酒消费的增长,企业发展将迎来一定机遇。

古越龙山在2017年的经营计划中表示,在2017年将加大市场拓展力度,创新品牌运作方式,优化产品结构并加强生产和质量管理;同时力争酒类销售增长5%~10%,利润增长6%~11%。

不过,在半年报中,古越龙山对行业发展现状分析,目前黄酒的消费区域仍主要集中于江浙沪及皖赣闽等地区,北方有部分区域已有黄酒消费基础,但尚未广泛形成饮用黄酒的习惯。

古越龙山2016年报告显示,酒类销售的毛利率为35.94%,同比增长了1.84个百分点,其中中高档酒的毛利率为50.33%,同比增长了3.22个百分点。尽管自身毛利率逐步实现好转,但记者也注意到,相比同行业会稽山和金枫酒业,古越龙山利润率依然较低。

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