Qingdao Beer Writing “1> 100” Business New Law
Recently, the Qingdao Beer Company issued the “Notice 2009 is forecasted to go” display, Qingdao Beer Net income is expected to significantly increase over the same period the previous year 75%? 85%, and achieved its best ever performance. Explore behind this high growth, Qingdao Beer Wine Co., Ltd., Jin Zhiguo said, this is the business “1> 100” restructuring the magic of inequality show.
Products and brands: “of fortune” for “boxing” How serious
seemingly homogeneous product group, the combination of the 1> 100 the value of the restructuring is the key to enterprise efficiency high-quality value-added. Qingdao Beer Wine Plant growth performance in 2009 is a manifestation of this: in the same conditions, the addition of Augite, the net export overseas students the proportion of high value-added products, production increased by only 1% increase Sell Income reached 170 million yuan, and enterprises increased dramatically.
Tsingtao Brewery Plant is a microcosm of product structure adjustment, Jin Zhiguo said: “In recent years, Qingdao beer products, the pace of structural adjustment has not stopped, continued consumer demand through research to improve the proportion of high value-added products to enhance profitability per unit of product. “released in 2009 high-end products Augite Tsingtao beer, focus on promoting beer, hardcover high-end products such as beer bottle, the first half of 2009, Tsingtao the performance report shows that sales of high-growth small bottle of wine 40% of net sales growth of 20% of the students, this year for the overall profitability Tsingtao basis.
The same time, Qingdao beer at home and abroad there has been high-end brand image, how to brand, high value-added embodied in its structure to adjust the focus of the brand.
Tsingtao brand a few years ago had reached more than 150, more than 1000 varieties, but most of the competitive brands, some brands will also affect the main brand’s image. For long-term sustainable development, Tsingtao was determined “to do subtraction, the brand family of downsizing”, the implementation of the brand restructuring, strong high-end brand, to reduce low-end brands on the high-end brand equity of the overdraft, clearly the “1 + 3 “brand strategy, and ultimately to the” 1 +1 “brand forward. 2009 the first three quarterly reports show Qingdao Beer Company sold 466 before the four brand thousands of liters, 94.3% of total sales. The restructuring of the brand, so that Tsingtao Beer “of fortune” for “boxing” to enhance the brand value, high-end brands boosted profit increased significantly.
Capital and equity: strong national brand
As China’s first overseas-listed mainland companies, Tsingtao Brewery has successfully established a capital security early warning mechanism. When the 2008 crisis in the international economic environment is the advent of the signal, Qingdao beer had a premonition that the upcoming cold economic winter, which can be diverted by way of debt conversion, in the March 30, 2008 prior to the annual interest rate of 0.8% was 15 billion financing, lower interest rates than the normal 90%, optimize the capital structure of Tsingtao. 1.5 billion while cash flow sufficient to bring Tsingtao, Qingdao Beer has become spent Financial Winter “coat.” Even more gratifying, Qingdao beer warrants in October 2009 exercise, again to raise funds 1.19 billion yuan, in 2008 and China since the warrant is exercisable for capital market financing of the most successful example.
As good representatives of national brands, controlling the movements of the state-owned Tsingtao also has been the concern of people. In 2009, Tsingtao good use of the Listing Rules of the constraints, meet Budweiser InBev purchase its 27% stake held by the end Asahi beer company transferees 19.99%, Mr. Chen Fashu transferee 7.01%. August, Tsingtao Beer and Asahi sign a “strategic investment agreement” strategic alliances, management, technology and other aspects Cooperation Asahi Beer Brewery’s commitment to no longer stock holdings; the same time, the secondary market, Tsingtao Beer Group, Tsingtao large stock holdings, so that the proportion of state-owned shares increased from the original 30.56% to 31.45%, significantly reducing the equity structural risk, enhance the status of state-controlled Tsingtao.
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