The Shanxi Fenji announcement stated that from October 9, 2012, the ex-factory price of some alcoholic drinks was raised by an average of 20%. Among them, the ex-factory prices of the products of Guoshao Fenjiu, Qinghuajiujiu and Bolivia are not adjusted temporarily.
In the case of strong market demand, the direct result of the increase in liquor prices is an increase in sales revenue. According to the statistics, in the first half of 2012, the revenue of Shanxi Fenjiu has been impressive: the operating income was 3.816 billion yuan, an increase of 31.81% year-on-year; the net profit attributable to the parent company owner was 787 million yuan, a year-on-year increase of 19.47%. Among them, the growth trend of the overseas market is good, and the positioning of the middle-to-high-end products of the old Baiji series has increased significantly. In the first half of the year, the comprehensive gross profit margin was 76.13%, up 0.45 percentage points year-on-year.
Once Shanxi Fen raises the ex-factory price of some alcoholic drinks, its gross profit rate will continue to increase, and it will drive growth in revenue in the fourth quarter. Some institutions have forecasted that Shanxi Fenjiu's sales revenue in 2012 will reach RMB 6 billion to RMB 6.5 billion. According to the seasonal characteristics of liquor consumption and the price increase strategy, the annual revenue target of Shanxi Fenji is expected to be realized in advance.
The price increase of Shanxi Fenji was led by the price increase of the first-tier liquor brands. On September 1, Kweichow Moutai announced that it would appropriately increase the ex-factory price of some products, with an average increase of about 20% to 30%.
However, when Moutai had just raised its price, liquor brands did not stand up for price increases. Including Yanghe shares, Qipai Shede, Luzhou Laojiao, Shuijingfang, and Shanxi Fenjiu liquor companies have expressed wait-and-see market reactions. According to past practice, if first-tier liquor brands such as Maotai and Wuliangye are still selling after the price increase, other liquor companies will often choose to follow suit.
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