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charset="utf-8" src="http://static.bshare.cn/b/bshareC0.js"></script> <style type="text/css"> .bshare-custom{ display: inline-block;/*width: 200px;margin-bottom: 20px; margin-left: 670px; margin-top: -24px;*/ } </style> </span>  </div> <div id="hq7jp50bzph" class="new-zhw"> <p></p> <p style="text-indent: 0em; text-align: center;"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體"><img src="/upload/images/2021/8/27164445407.jpg" title="1.jpg" alt="1.jpg" width="700" height="450" style="width: 700px; height: 450px;"/></span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">“不管用什么辦法，張裕都要攜手行業(yè)兄弟企業(yè)一起把葡萄酒的蛋糕做大?！?/span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">在今年</span><span style="font-family:宋體">5月召開(kāi)的張裕2020年度股東大會(huì )上，張裕公司董事長(cháng)周洪江說(shuō)道。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">3個(gè)月后，張裕的成績(jì)單為這個(gè)蛋糕描繪了雛形。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">8月25日，煙臺張裕葡萄釀酒股份有限公司發(fā)布2021年半年度報告。報告顯示，張裕報告期內公司實(shí)現營(yíng)收18.74億元，同比增長(cháng)32.14%；凈利潤3.72億元，同比增長(cháng)16.69%。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">延續高增長(cháng)勢頭，為張裕</span><span style="font-family:宋體">2021年上半年畫(huà)上句點(diǎn)，也為中國葡萄酒的突圍帶來(lái)更多信心。</span></span></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">?</span></span></strong></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">張裕的拐點(diǎn)期來(lái)了？</span></span></strong></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕上半年的增長(cháng)幅度在意料之中。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">具體到產(chǎn)品來(lái)看，</span><span style="font-family:宋體">2021年上半年，張裕葡萄酒板塊營(yíng)業(yè)收入約13億元，較上年同期增長(cháng)31.85%；白蘭地板塊營(yíng)收約為5億元，較上年同期增長(cháng)34.84%。兩個(gè)產(chǎn)品板塊均實(shí)現超30%的增長(cháng)。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕方面表示，報告期內公司抓住疫情緩解的有利時(shí)機，加大營(yíng)銷(xiāo)力度，取得了較好的效果，使葡萄酒和白蘭地銷(xiāo)量增加。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕在營(yíng)銷(xiāo)上下了多大的力氣？在這份報表中能覓得一二。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">報告顯示，</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">2021年上半年張裕銷(xiāo)售費用約為3.88億元，較上年同期增長(cháng)53.57%</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。有業(yè)內人士表示，銷(xiāo)售費用的提升，實(shí)際上是張裕釋放的一個(gè)積極信號，說(shuō)明張裕已經(jīng)重新加大渠道建設及市場(chǎng)推廣力度。</span></span></p><p style="text-indent: 2em; text-align: center;"><span style=";font-family:宋體;font-size:21px"> <img src="/upload/images/2021/8/27164538110.jpg" title="2.jpg" alt="2.jpg" width="700" height="450" style="width: 700px; height: 450px;"/></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">這一點(diǎn)在經(jīng)銷(xiāo)商數量上也有體現，上半年，張裕經(jīng)銷(xiāo)商數量共計增長(cháng)</span><span style="font-family:宋體">240家，其中華東地區增加184家。</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">可以看到，從營(yíng)銷(xiāo)到渠道建設，張裕都開(kāi)足了火力</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">總體來(lái)看，雖然這個(gè)成績(jì)與</span><span style="font-family:宋體">2019年相比仍有一定差距，但仍然可以預判，張裕的向上拐點(diǎn)來(lái)了。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">中銀證券曾分析，隨著(zhù)澳洲進(jìn)口酒渠道庫存的消化，疊加張裕近兩年在產(chǎn)品體系、渠道體系、激勵機制方面的持續變革，認為此前的調整將發(fā)揮積極作用。</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">隨著(zhù)內部團隊信心的提升和銷(xiāo)售費用投入力度加大，張裕有望進(jìn)入向上拐點(diǎn)期</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span></span></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">?</span></span></strong></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">張裕樹(shù)起了哪面旗幟？</span></span></strong></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">早在今年中國葡萄酒一季度報表發(fā)布后，就有行業(yè)人士稱(chēng)后疫情時(shí)期，葡萄酒企業(yè)已經(jīng)進(jìn)入恢復期，</span><span style="font-family:宋體">2021年或成為中國葡萄酒重返增長(cháng)賽道的起點(diǎn)。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">而這個(gè)起點(diǎn)上，顯然是要由張?？钙鸫笃?。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">“小池子”，這是張裕對中國葡萄酒目前形勢的判斷，而未來(lái)張裕要引導“小池子”變成“標準泳池”。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕向</span><span style="font-family:宋體">“標準泳池”邁出的第一步，</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">是</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">堅持</span><span style="font-family:宋體">“聚焦高品質(zhì)、聚焦中高端、聚焦大單品”的發(fā)展戰略（即三聚焦戰略）和“向終端要銷(xiāo)量、向培育消費者要增長(cháng)”的營(yíng)銷(xiāo)理念</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">報告期內，張裕將高端葡萄酒聚焦</span><span style="font-family:宋體">“龍諭”、中高端葡萄酒聚焦“張裕解百納”，白蘭地聚焦“可雅”。此前，龍諭已單獨成立營(yíng)銷(xiāo)公司，未來(lái)高端白蘭地也將分化出更獨立的體系。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">據悉，今年上半年，公司酒莊酒、解百納等中高端國產(chǎn)葡萄酒發(fā)出額占整個(gè)葡萄酒的比例，從上年同期的</span><span style="font-family:宋體">60.9%提高到64%、提高了3.1%，可雅、五星等中高端國產(chǎn)白蘭地發(fā)出額占比，從上年同期的32.8%提高到34.5%、提高了1.7%。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕在報表中提及，公司堅持以市場(chǎng)為中心，將人、財、物等優(yōu)勢資源向核心品牌和重點(diǎn)市場(chǎng)傾斜和集中，努力取得突破性進(jìn)展，提高了中高檔產(chǎn)品和重點(diǎn)市場(chǎng)的銷(xiāo)售份額，在終端和消費者培育上也有大的突破。</span></span></p><p style="text-indent: 0em; text-align: center;"><img src="/upload/images/2021/8/2716462344.jpg" title="3.jpg" alt="3.jpg" width="700" height="450" style="width: 700px; height: 450px;"/><span style=";font-family:宋體;font-size:21px"> </span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">同時(shí)張裕還通過(guò)二維碼賦碼</span><span style="font-family:宋體">+區塊鏈應用，新下線(xiàn)的每瓶產(chǎn)品通過(guò)瓶身上的二維碼實(shí)現了溯源、防偽、營(yíng)銷(xiāo)功能實(shí)現與消費者的深度連接。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">張裕數字化轉型的持續推進(jìn)還體現在諸多方面。上半年，張裕智慧零售商城門(mén)店入駐</span><span style="font-family:宋體">14355家，會(huì )員小程序吸粉48.8萬(wàn)用戶(hù)，區塊鏈溯源信息上鏈6344萬(wàn)瓶，抖音平臺的果趣新零售業(yè)務(wù)上線(xiàn)3個(gè)月零售1200萬(wàn)元，京東和天貓平臺的宜信和久愛(ài)業(yè)務(wù)持續推進(jìn)、同比均增長(cháng)30%以上。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">這一系列的打法，</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">都是張裕根據中國葡萄酒的現況作出的破局之舉，半年報的業(yè)績(jì)則證明上述調整的正確性和可行性</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。對于中國葡萄酒而言，張裕行至拐點(diǎn)前走過(guò)的路，是其發(fā)展的案例也是向上的底氣。</span></span></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">?</span></span></strong></p><p style="text-align: center; text-indent: 0em;"><strong><span style="font-family: 宋體;color: rgb(0, 0, 255);font-size: 21px"><span style="font-family:宋體">中國葡萄酒的壓艙石</span></span></strong></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">隨著(zhù)張裕半年報的出爐，中國葡萄酒</span><span style="font-family:宋體">“松了一口氣”，張裕如同行業(yè)的壓艙石，它向上走的姿態(tài)代表著(zhù)中國葡萄酒的變化和自信。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">從目前中國葡萄酒所處的環(huán)境來(lái)看，今年三月底，我國海關(guān)開(kāi)始正式向澳洲葡萄酒征收高達</span><span style="font-family:宋體">116.2%-218.4%的反傾銷(xiāo)稅。中金公司證券表示，這份持續五年的稅收將重挫進(jìn)口葡萄酒份額，待當前澳洲葡萄酒庫存出盡后，國產(chǎn)替代或成行業(yè)趨勢。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">與此同時(shí)，國內葡萄酒消費需求正進(jìn)一步釋放，中國酒業(yè)協(xié)會(huì )預測，</span><span style="font-family:宋體">2021年，</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">中國葡萄酒產(chǎn)量有望達到</span><span style="font-family:宋體">50萬(wàn)千升、銷(xiāo)售額達到150億元、利潤達10億元</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。張裕作為中國葡萄酒的龍頭，未來(lái)</span><span style="font-family:宋體">3-5年都將受益于這一趨勢。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">國家統計局數據，</span><span style="font-family:宋體">2021年上半年中國葡萄酒產(chǎn)量為13.6萬(wàn)千升，同比增長(cháng)1.5%；海關(guān)總署數據顯示，2021年上半年瓶裝葡萄酒進(jìn)口量為14.7萬(wàn)千升，同比下降8%。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">國產(chǎn)微增、進(jìn)口下滑，在這一背景下，中國酒業(yè)協(xié)會(huì )數據顯示，上半年全國規模以上葡萄酒企業(yè)銷(xiāo)售收入為</span><span style="font-family:宋體">43.95億元、凈利潤為1.43億元，按照張裕上半年業(yè)績(jì)計算，意味著(zhù)全國其他規模以上葡萄酒企業(yè)合計凈虧損約2.29億元。與2020年全年張裕凈利潤4.73億元、全國其他規模以上葡萄酒企業(yè)合計凈虧損2.14億元相比，</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">張裕與同行業(yè)距離進(jìn)一步拉大</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">目前，根據各個(gè)權威數據的推演，張裕已占據</span><span style="font-family:宋體">30%以上中國葡萄酒份額，張裕的市場(chǎng)份額正在不斷提升</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">一個(gè)行業(yè)往往從龍頭而始帶動(dòng)全身的發(fā)展，張裕的每一份成績(jì)單和成績(jì)單背后的動(dòng)作的意義就在于此。</span></span></p><p style="text-indent: 0em; text-align: center;"><img src="/upload/images/2021/8/27164630172.jpg" title="4.jpg" alt="4.jpg" width="700" height="450" style="width: 700px; height: 450px;"/><span style=";font-family:宋體;font-size:21px"> </span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">從最明顯的品牌層面來(lái)看。今年</span><span style="font-family:宋體">4月，張裕以“龍諭”開(kāi)啟張裕摩塞爾十五世酒莊發(fā)展新篇章，</span></span><span style=";font-family:宋體;color:rgb(0,0,255);font-size:21px"><span style="font-family:宋體">要打造世界認可的中國高端優(yōu)質(zhì)葡萄酒品牌</span></span><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">。</span><span style="font-family:宋體">“龍諭”的肩上擔著(zhù)張裕引導中國高端葡萄酒市場(chǎng)擴容和走向世界葡萄酒市場(chǎng)的重擔。在三聚焦戰略下，“龍諭”的品牌勢能正在加速累積，等待釋放。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">于企業(yè)而言，這是一個(gè)葡萄酒企業(yè)品牌層面的動(dòng)作，而于行業(yè)而言，張裕踏出的這一步，充分展示了其引領(lǐng)中國葡萄酒向上的決心。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"><span style="font-family:宋體">在去年召開(kāi)的</span><span style="font-family:宋體">“2020酒類(lèi)領(lǐng)軍企業(yè)莫干山論壇”中，周洪江曾表示，中國葡萄酒這幾年發(fā)展不好，張裕有很大的責任。</span></span></p><p style="text-indent:43px;text-autospace:ideograph-numeric"><span style=";font-family:宋體;font-size:21px"> </span></p><p style="text-align: 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