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王朝酒業5+4+N產品戰略成功推動2021年收入大增28%至3.06億港元

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2022年3月30日 16時10分

王朝酒業5+4+N產品戰略成功推動2021年收入大增28%至3.06億港元

目標未來三年實現年銷售額超過人民幣10億元

香港, 2022年3月30日 – (亞太商訊) – 中國優質葡萄酒生產商王朝酒業集團有限公司(「王朝」或「集團」)(股份代號:828)今日公布截至2021年12月31日止經審核之全年業績。2021年收入較2020年增加28%至306百萬港元。毛利121.9百萬港元,較2020年增長達103%。毛利率從2020年的25%大幅提升至2021年的40%。2021年,本公司所有者應占溢利為32.8百萬港元,較2020年116.4百萬港元下跌,這是由於2020年有一筆一次性出售事項收益凈額(除稅後)為183.7百萬港元所致。若撇除此筆一次性收益凈額,2021年的溢利比2020年大幅增長。

2021年葡萄酒產品銷售收入增長,主要由於產品組合優化後,產品(尤其是中高端葡萄酒產品)銷量顯著增長,以及年內若干升級和定製產品市場價格上漲,整體收入因而增加。2021下半年,隨着中國部分地區發生洪水和暴雨以及更多零星COVID-19病例再次出現,對消費意欲產生不利影響,使集團的2021的全年收入增長較2021年上半年有所放緩。

2021年,售出的葡萄酒總瓶數約11.9百萬瓶,較2020年約9.9百萬瓶增長約20%。紅葡萄酒的銷售繼續為集團的主要收入來源,占集團全年收入的約51% (2020年為65%);白葡萄酒銷售收入的佔比為40%,是集團收入的增長動力,同比增長約60%。2021年,紅葡萄酒產品及白葡萄酒產品的毛利率分別為37% 及47%(2020年分別為24%及31%)。

集團以「王朝」品牌產銷超過100 種葡萄酒產品,迎合中國葡萄酒市場不同消費者群的各項需求和喜好,其中以大眾市場產品為主。年內,集團亦推出高端新品-王朝辛丑牛年生肖紀念干紅葡萄酒,將高端質量與中國生肖文化相融合,以及推出了兩款主打入門級產品價位、面向年輕消費者的新品系列,分別是「甘如飴」及「怡色」,開啟了集團產品年輕化戰略的新篇章。

此外,集團亦透過於中國的現有分銷網絡,銷售主要自法國、意大利、澳大利亞、智利及美國進口之外國品牌葡萄酒,目前精簡銷售約50 種進口葡萄酒產品,其品牌數量約10 個。

集團與經銷商鞏固合作關係以於電商平台經營在線商店銷售產品,例如京東商城、天貓商城及拼多多,以及通過新零售平台全面創新品牌、品類、業務體系、流程和模式,包括微博、小紅書、快手及抖音。集團亦成立電商團隊,積極培養電商直播人才,進一步拓展銷售渠道,建立新客戶群。

2021年10月王朝國家級技術中心在新址隆重舉行剪綵儀式。中心內的工作站初次研究特色的玫瑰香酵母的篩選,藉以釀造更醇厚可口的葡萄酒。王朝技術中心年內還成立了釀酒和品酒工作室。

集團於2021年繼續落實以市場需求為導向的「5+4+N 產品戰略」及隨後完成組織架構升級。「5」代表五大主線系列,即干化系列、七年藏系列、梅鹿輒系列、經典系列及暢銷系列,實現產品的全主流價位段覆蓋;「4」代表四大優勢品類,即干紅葡萄酒、干白葡萄酒、白蘭地及起泡酒,增加市場的縱向佔有率;而「N」代表2021年N項需求定製,滿足中國消費者的多元化需求。2021年,集團調整產品、銷售渠道和營銷布局,取得顯著成效。

同時,集團進一步落實「萬千百工程」,目標在20,000家商店中展示,舉辦1,000 次品酒活動並組織100 次回廠游,持續推進終端網絡建設工作。

在未來三年內,集團將力爭布局終端店100,000家,拓展經銷商1,000家,並大力開拓零售新平台,從而抓住日益增長的年輕消費市場的機遇,并力求屆時實現年銷售額超過人民幣10億元的目標。

王朝主席萬守朋先生總結︰「集團非常高興『5+4+N 產品戰略』於2021年產品銷售奏效,達至整體收入上升。未來,我們將加大品牌投入,激發品牌活力,以及推進主要產品發展,穩步提質,控價增質,將王朝美酒風尚帶給更多的中國消費者。另外,為順應行業發展趨勢,王朝將加強在大眾市場和中端產品以及面向年輕消費者的產品的布局。雖然未來有可能受到COVID-19 零星爆發影響,但集團有信心2022年全年收入將保持穩健增長。」


News URL: https://www.acnnewswire.com/press-release/simplifiedchinese/74254/

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