Yanjing beer has always been very strong. Why is it a bit depressed these two years?

In the past 30 years, with the rapid expansion of production capacity and demand, China beer industry has developed rapidly, and has grown into the largest country in beer production and sales on the world stage. According to statistics, in 20 16, China's beer production reached 456.27 10000 kiloliters, accounting for 24% of the global total 193 kiloliters, nearly twice that of the United States.

Looking at the development of the domestic market, it has also developed from the initial separatist regime to the head factory leader. Yanjing beer, once at the peak of the beer industry, has been in a weak state in recent years. Maybe we can find some answers from its financial report.

Yanjing Beer's "partiality" is very serious: the income of North China and South China accounts for more than 77%.

This not only reminds Blueberry Jun of the acquisition of Yanjing Beer in recent years. Since Yanjing acquired two local beer enterprises on 20 10 and 201/respectively, there has been no major integration and merger, and the expansion plan is almost at a standstill, and the focus is still limited to regional markets such as Beijing, Inner Mongolia, Shandong, Guangdong and Guangxi. From this perspective, it is not enough to cause market share to be eroded.

A huge listed company has made such a serious low-level mistake in such a key financial report that it has to put a big question mark in the hearts of shareholders and external investors. If it is not given due attention, the brand image of the company will be greatly reduced.

In addition, quarterly, Yanjing Beer's revenue, profit and net cash flow in the first three quarters of 20 18 were relatively stable, while the sharp decline in the fourth quarter was extremely abrupt. The reason for this phenomenon is that beer is a very obvious off-season product, and its own attributes are greatly affected by climate factors. In short, the colder the weather, the fewer people will drink beer.

As a cold quarter, its revenue can nearly double that of the previous quarter. The main reason is that the first quarter of each year is the beginning of a year, and the sales staff have sufficient motivation to distribute goods. In addition, with the help of the Spring Festival, the consumption of beer has also increased greatly.