Guizhou, 300 billion 2027, stable!

On March 27, the Guizhou Provincial Department of Industry and Information Technology issued the "Guiding Opinions on Accelerating the Development of Advanced Manufacturing Clusters. Notifications raised:Focusing on the construction of an important national liquor production base, giving full play to the advantages of the origin and main producing areas of Maotai-flavor liquor in Chishui River Basin, according to the layout of Maotai-flavor liquor "four zones and multiple points" protection areas, expanding the Guizhou liquor enterprise fleet led by excellent and strong enterprises, building a world-class Maotai-flavor liquor industry cluster, and striving to exceed 300 billion yuan by 2027.

This is the first guidance document issued by Guizhou Province after Li Bingjun, governor of Guizhou Province, published a signed article entitled "adhering to high-quality development as the last word in the new era and building a modern industrial system with Guizhou characteristics" at the beginning of the year. It is the first time that Guizhou Province has made it clear that by 2027, it is necessary to build a 300 billion-level Maotai flavor liquor industry cluster, indicating that the goal is moving from planning to reality.

01

3 years to expand more than 100 billion Guizhou sauce wine

As an important liquor-producing area in the country, the development of Guizhou sauce wine affects the entire wine industry. Since the popularity of soy wine swept across the country in 2020, under the leadership of Moutai, the Guizhou liquor industry has achieved rapid growth for three consecutive years and has become the focus of the industry.

According to the "China Sauce Wine Industry and Market Report 2023-2024" previously released by Quan Tu Sauce Wine Studio,In 2023, the sales revenue of Guizhou sauce wine was about 200 billion yuan.

It is worth mentioning that with the large-scale growth of sales, other indicators of Guizhou sauce wine industry are also expanding simultaneously.

On January 23, the National Bureau of Statistics released the "Economic Operation of Guizhou Province in 2023". The data showed that the added value of industries above designated size in Guizhou Province in 2023 increased by 5.9 over the previous year, of which liquor increased by 6.5. The "Guizhou Province 2023 Government Work Report" revealed that in 2023, the added value of Guizhou's liquor industry increased by 10.7.

Even if the industrial side only provides the growth rate and does not give the latest specific data, it can be speculated from the reports in previous years that the current industrial output value of Guizhou sauce and wine industry fluctuates around 180 billion yuan.

Although it is not clear whether Guizhou sauce and wine industry cluster will break through 300 billion yuan in 2027, it refers to sales or output value, but its incremental target of more than 100 billion yuan is beyond doubt.

02

More than 100 billion capacity expansion

At present, the liquor industry is a new round of adjustment period, the channel is accelerating the reshuffle. In this context, if you want to achieve an increase of more than 100 billion in three years, the pressure on Guizhou sauce wine is not small. But if only from the production side, this goal may not be too difficult to achieve.

According to the list of 2000 key private investment projects in Guizhou Province in 2024 released by the Guizhou Provincial Development and Reform Commission on January 31, there are currently 88 key large-scale liquor-related (mainly sauce liquor) projects under construction/construction/expansion in Guizhou (including the 40000-ton expansion project of Dong liquor and the 50000-ton technological transformation project of Yaxijiao), with a total investment of over 104.6 billion yuan and a statistical capacity of over 400000 tons.

The top five investment scales are:The "14th Five-Year Plan" Maotai Liquor Xishui Tongmin Dam Construction Project of Guizhou Maotai Liquor Co., Ltd. with an investment of 14 billion yuan, the expansion project of Guizhou Dong Liquor with an investment of 10 billion yuan, the construction project of Guizhou Zhen Liquor Manor (Baiyangou) with an investment of 6 billion yuan, the construction project of 30000 tons of Maotai Liquor in Xishui County with an investment of 5 billion yuan, and the 7500 tons of Tangzhuang Liquor tons of Renhuai, as well as Renhuai City Jin Pai Maotai Town Liquor Industry with an annual output of 15000 tons of Maotai-flavor liquor technical transformation project.

Of course, the above-mentioned projects are only the tip of the iceberg of the expansion of Guizhou's sauce and wine industry. Among the list of major provincial projects in Guizhou Province in 2024 announced on February 14,Guizhou also has 38 new/preparatory projects (some of which overlap), of which 24 are preparatory projects, including super-large investments such as the Xinhua Maotai-flavor liquor base project with an investment scale of 8.76 billion yuan and an annual output of 56000 tons.

In addition to the stock projects, Guizhou has also actively prepared a series of incremental projects. Weijiu learned from Guizhou Investment Promotion Bureau and other units that there are currently at least 63 sauce and wine industry projects in Guizhou that are under public bidding (including upstream and downstream projects such as packaging materials),The total investment is about 39.3 billion yuan, and the statistical capacity planning is about 160000 tons.

Among these projects, Zunyi is the absolute main force, with a total investment scale exceeding 24.1 billion yuan. In terms of the distribution of production areas, Xishui is undoubtedly among the best, with the investment scale of only two projects reaching 9 billion yuan. Chishui City took the second place, with the scale of the four projects above 4.3 billion yuan. Renhuai ranked third with a scale of 3.2 billion yuan.

From the above, it is not difficult to see that even if the projects that are still attracting investment are not considered, Guizhou can achieve the output value target of 300 billion yuan at the production end only by promoting the smooth completion of the projects under construction/new construction. At the same time, if these production capacities are successfully released to the industry, the sales target of 300 billion yuan can also be achieved in theory.

As Ding Yuanhuai, President of Guizhou Liquor Enterprise Chamber of Commerce and General Manager of Diaoyutai Liquor Industry, said:"Guizhou liquor sales revenue of 300 billion yuan, profit 800-90 billion yuan target is within reach.”

03

Guizhou sauce wine from "high speed" to "high quality"

As the first of the top ten industries in Guizhou, the sauce wine industry has become the main carrier of the "big investment" of Guizhou industry in recent years. However, the industry needs to be soberly aware that large-scale capacity expansion can not only stimulate the development of Guizhou liquor industry, but also lead to new problems including overcapacity and marketing chaos.

In the documents published this time, Guizhou also gives a solution to these possible problems.

Inaspects of liquor productionGuizhou proposes to adhere to the simultaneous optimization of stock and expansion of increment, encourage excellent and strong enterprises to implement a number of technological transformation and capacity expansion projects, expand high-quality production capacity, and constantly enhance the strength of industrial scale. In-depth implementation of the "three batches" project, strengthen the standardized management of small and medium-sized liquor production enterprises, and improve production quality and efficiency.

while inMarketing AspectsGuizhou proposes to keep up with the trend of upgrading the consumption structure, guide enterprises to optimize the variety structure, improve product quality, strengthen brand building, enhance brand influence and popularity, and speed up the development of branding, nationalization and internationalization.

In order to promote the implementation of the above contents, Guizhou has also actively issued a series of policies recently, and used administrative means to regulate the production and sales of sauce wine.

recently,Approved by Guizhou Provincial Market Supervision and Administration Bureau, the "Code for safe production of Maotai-flavor Liquor" will be formally implemented on May 1.This is the first production specification document of Guizhou sauce wine, which is of great significance to the production of Guizhou sauce wine.

In addition, in order to control the sales chaos of e-commerce channels, on January 19 this year, Guizhou also held a 2024 special rectification action meeting on outstanding problems in the sales of soy sauce and wine in e-commerce channels across the province, and plans to spend one year on e-commerce. The channel is rectified and managed.

It must be noted that the above content is only part of promoting the Guizhou sauce and wine industry from "high speed" to "high quality". In the context of the overall reduction of the liquor industry, the Guizhou sauce and wine industry, which is growing against the trend, wants to achieve market breakthrough. In addition to the visible hand of the government, it also needs to work hard on the invisible hand of the market.

Some industry experts believe that for the current Guizhou sauce wine enterprises, continuous improvement of product quality has become a basic course. Under the background of the continuous entry of big brands and big capital, only those enterprises that pay attention to brand building, pay attention to consumer demand and market changes, and strengthen industry cooperation and coordinated development can achieve the ultimate breakthrough.

Wen | Yue Zhizhong

Editor | fish is not a child