Although diving in succession, the "abacus" of the cultural tourism under the trillion-dollar market value of liquor is still exposed.

Reprinted from Lv Wen Town Watch, published with authorization.

Perhaps, no one would have thought that in 2020, there will be two extreme trends.

The craziest thing is liquor; What is crumbling is real estate. However, a more interesting phenomenon is that real estate enterprises are addicted to alcohol, while liquor enterprises love real estate, but whether they can achieve each other is still unknown.

Can the liquor town representing the rise of liquor culture continue the magic of liquor? The mayor is full of curiosity about this.

Liquor is "flying"

Why is liquor popular? I believe that people who drink liquor and people who don't drink liquor have their own opinions. But in any case, it will not affect the skyrocketing market value of liquor companies. Just like the madness of house prices in those years, not many people can explain why.

In the A-share market, Maotai and Wuliangye represent the prosperity of liquor. The stock price trend of Vanke and Poly in the real estate sector is closely related to the real estate industry.

Miraculously, the real estate industry is a trillion-dollar market, but A shares have no trillion-dollar real estate enterprises. This does not affect the achievement of the trillion market value of liquor enterprises at all. In Shanghai and Shenzhen stock markets, Wuliangye's market value exceeds 1 trillion, and Maotai's market value exceeds 2.3 trillion, making it a veritable liquor tycoon. On the other hand, the market value of Vanke is around 320 billion, and Poly Real Estate is around190 billion.

The domineering spirit of liquor should be taken for granted. Of course, from the perspective of gross profit margin, Maotai and Wuliangye are more powerful.

Why are liquor companies so domineering? Maybe we can see the clue from a passage.

Li Shuguang, chairman of Wuliangye Group, believes that liquor industry, as an eternal sunrise industry, is not short of wine for a long time, but short of good wine for a long time. In the future, advantageous producing areas, advantageous enterprises and advantageous brands will share opportunities for structural prosperity.

What does Maotai Wuliangye stand for? This is half of the A-share liquor sector. How many housing enterprises need to exceed the market value of 3 trillion?

Therefore, in recent years, the trend of housing enterprises participating in holding liquor enterprises is growing. For example, Tianyang Holdings once won the controlling stake in Shede Liquor Industry, and Shanghai Yuyuan Tourism Mall won the controlling stake in Jin Hui Liquor Industry. Of course, there are many similar cases, which reflect the allure of liquor enterprises to real estate enterprises from the side.

Similarly, liquor companies also have expectations for the real estate industry. The giants have long been impatient, waiting for an opportunity to enter the market and embrace the real estate industry.

An alternative trajectory in the oligarchic era

Careful investors will surely find that both Maotai and Wuliangye are hiding "real estate".

As can be seen from the business scope of Maotai, "the production and sales of Maotai series products; Production and sales of beverages, food and packaging materials; Development of anti-counterfeiting technology, research and development of related products in information industry; Hotel management, accommodation, catering, entertainment, bathing and parking management services. "

Let's take a look at the real estate content of Wuliangye, mainly engaged in the production and operation of alcoholic products and related auxiliary products (bottle caps, trademarks, logos and packaging products); Concurrent business: beverage, medicine, fruit planting, agricultural planting, import and export business, property management, investment management (no financial activities such as illegal fund-raising and absorbing public funds).

Although a large number of real estate businesses have not yet appeared, it is enough to show that the expectations and layout of Maotai and Wuliangye for the real estate sector have begun.

With a strong wine culture, Lv Wen may be the one that interests Maotai and Wuliangye the most.

Recently, an announcement increased the market's expectation of wine tourism.

Zhongtian Financial Cloth announced that in order to promote the new development of regional economy and create an industrial integration project of "characteristic commercial retail industry, experiential catering and entertainment industry and cultural tourism and leisure industry", Guiyang Fang Kai, a subsidiary of the company, plans to implement the "Guizhou Wine World" project with Yunyan District People's Government of Guiyang City in the future Ark area.

In order to ensure the smooth implementation of the cooperation project, Guiyang Fang Kai and Yunyan International Investment Co., Ltd. signed the Cooperation Agreement for Guizhou Wine World Project on June 5438+February 65438+May 2020. Guiyang Fang Kai plans to transfer 5 billion yuan of assets to Ruijingxin Company, a wholly-owned subsidiary, Yunyan International Investment Co., Ltd. will take over 0/00% equity of Ruijingxin Company/KLOC-,and equity transfer price will tentatively set it at 5 billion yuan.

It is reported that the project is located in the World Trade Peninsula of Future Ark in Yunyan District, Guiyang City, with a total construction area of about 1 10,000 m. The theme of the project is "wine", which will build a cultural exhibition experience center, a consumption experience space and a diversified boutique hotel system. Relying on the 7 km commercial belt of the World Trade Peninsula and the future Ark Bund, we will introduce rich formats such as global high-quality catering, wine culture night entertainment, and Guizhou goods coming out of the mountain to create an international benchmark experience space with both commercial leisure and aesthetic life.

The company said that this equity transfer is the first step for the company and the Yunyan District People's Government of Guiyang to implement the "Guizhou Wine World" project step by step, and it is an important measure to accelerate the implementation of the "Guizhou Wine World" project. If it can be promoted as planned, it will give full play to the resource advantages of both parties, further enhance the efficiency and profitability of the company's asset operation, have a certain positive impact on the company's financial situation and operating results in 2020 and the future, and promote the company's sustained and stable development.

The expectation brought by wine makes Zhongtian Finance look forward to the early arrival of tomorrow.

Speaking of which, many people will ask what is Guizhou wine world? What is the relationship between Zhongtian Real Estate and Maotai?

It may be necessary to interpret it from another angle. "Guizhou is a famous wine-producing province in China. After thousands of years of wine culture precipitation and years of baptism, Maotai, one of the three famous wines in the world, as well as the national famous wine Dongjiu and Jinsha kiln wine have been brewed. At the same time, the wine industry is also a booster for the economic development of Guizhou Province. Zhongtian Chengtou is committed to promoting the economic and cultural development of the city. In the core area of Zhongtian Future Ark in Eco-city-World Trade Peninsula, we will strive to build the only wine tourism destination in China-Guizhou Wine World. "

Guizhou wine world takes "wine" as the theme, and creates a panoramic experience destination of "one center, three hundred" wine culture. The construction of the project includes a cultural exhibition experience center with three themes: "Brewing in the World" exhibition, "Dance of Dionysus" song and dance show and "Dionysus Hall" famous gallery. There are 50 international pavilions, including Maotai Museum, Oriental Aesthetics Pavilion, French Style Pavilion, German Craft Pavilion and Nanyang Featured Pavilion, and 50 China Theme Pavilions for Alcohol Consumption Experience. And introduce Marriott hotel brand to build a diversified boutique hotel system.

At the beginning of 20 19, the Fifth Plenary Session of the 15th Guiyang Municipal Committee put forward the development vision of "one product, one industry, and the whole industry is rich".

Wu Daoyong, co-chairman of Zhongtian Chengtou Group, said that Guizhou wine world will be turned into a "never-ending wine fair" and take this opportunity to build a national wine tourism consumption destination, turn the project into a new business card and a new landmark in Guizhou, promote the new development of regional economy, and make every effort to create a "drunken Guizhou".

Guizhou wine world has high hopes. "Guizhou Wine World has high-quality resources and a brand-new platform, which will help to optimize the functions of the future Ark area for a long time, effectively promote the rapid development of the cultural tourism industry and the wine industry, and efficiently promote the transformation and upgrading of the urban economy."

It is not difficult to find that for Maotai, Guizhou wine world is a part of it, but it is by no means its own home. Therefore, Lv Wen, Maotai's own town, may be getting closer and closer.

Lv Wen Town is close to Wuliangye.

It is reported that the urban design scheme of Wuliangye Liquor Culture Town in Yibin City has been released a few days ago, and opinions and suggestions are being sought from the society.

The functional orientation of Wuliangye liquor culture town is the regional liquor culture tourist scenic spot, the characteristic experience window of liquor capital and the comprehensive exhibition center of Wuliangye enterprises.

It is reported that Wuliangye Liquor Culture Town in Yibin City is located at the southeast portal of Wuliangye Liquor Industry Park, with a planned total area of about 52. 17 hectares, east to Chongqing-Kunming Expressway, west to Wuliangye Factory and south to Minjiang River.

Recently, Yibin Natural Resources and Planning Bureau organized the Cuiping District Government, the Municipal Planning Institute, Wuliangye Group Company and the planning team to hold a consultation meeting to start and sort out the urban design related work of Wuliangye wine culture town, dig deep into Yibin's unique wine culture, and analyze the conceptual design scheme of urban design and typical buildings in combination with spatial layout, future demand and other factors, so as to lay the foundation for the next step of project construction.

The design scheme fully combines the theme immersion consumption mode and fully taps the cultural characteristics of Wuliangye liquor. It is proposed that core projects such as Chongbi Building (Wine Culture Museum), Zuiquefang (five-star hotel), Sanyufang (tourist service center+wine purchase center+experience center), Zheng Yufang (R&D office building) and Taying Garden (Kyushu Tower Ecological Park) should be used to provide regional wine culture consumption scenes, and the richness of twelve o'clock wine culture town should be planned.

At the same time, relying on the concept of park city, the ecological framework of blue-green blending will be built, and relying on Wuliangye Hanging River Landscape Axis, Wine Culture Riverside Experience Zone, Kyushu Tajiu Culture Park and Riverside Sports Park, the ecological pattern of "Hanging River Axis, One Belt and Two Parks, Water and Green Matching, Four Forest Plates" will be formed. In addition, the design scheme has fully created the consumption scene of wine culture, and with the design concept of "there are activities from time to time and festivals in the month", 12 characteristic festivals have been planned in the wine culture town.

From Guizhou wine world to Wuliangye wine culture town, the mystery of whether wine culture can drive Lv Wen real estate seems to be being solved.

In any case, the trillion-dollar liquor oligarch has demonstrated the ability of market value management. Elephants can dance, let alone play with Lv Wen real estate.

We must believe that Lv Wen real estate is a cash flow competition industry. Therefore, the next stage should be handed over to Maotai and Wuliangye.