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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-17ll.com/label.php on line 82
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  金徽酒一季度归母净利润仅2.34亿元。

  文|卖酒狼团队

  编|南风

  4月14日晚,金徽酒发布一季度报告,实现营业收入11.08亿元,同比增长3.04%;归母净利润2.34亿元,同比增长5.77%。

  3.04%的营收增速与5.77%的净利润增速,不仅创下五年来最低水平,更将这家西北名酒置于聚光灯下。在白酒行业分化加剧的当下,这份财报犹如一记惊雷,暴露出区域酒企在消费升级与行业洗牌中的生存困境。

  1

  增速放缓背后的“隐忧”

  金徽酒2021年一季度实现营业收入5.08亿元,同比增长48.43%;净利润1.15亿元,同比增长99.34%。

  金徽酒在2022年第一季度实现营业收入7.06亿元,同比增长38.79%;净利润为1.65亿元,同比增长42.78%。

  金徽酒发布2023年第一季度实现营业收入8.93亿元,同比增长26.21%;实现净利润1.82亿元,同比增长10.41%。

  金徽酒2024年第一季度实现营业收入10.76亿元,同比增长20.41%;归母净利润为2.21亿元,同比增长21.58%。

  对照以上数据不难发现,金徽酒近年来的增长轨迹已显疲态。从2021年第一季度的营收、净利润“双位数”高增长,到2025年第一季度的个位数增长,其业绩抛物线折射出区域性酒企的发展瓶颈。

  一方面,虽然金徽酒在“大本营”甘肃市场守住一席之地,但省内白酒消费规模始终有限,存量竞争特征显著。与此同时,金徽酒在省外市场拓展过程中不断承压,在河南、陕西等新拓市场面临地产酒强势阻击,全国化进程并没有预想中的顺利。

  近几年,在金徽酒“布局全国、深耕西北、重点突破”的战略路径下,公司省外市场营收占比依旧不高。

  另一方面,当茅台、五粮液等头部企业凭借品牌溢价与渠道掌控力持续收割市场,区域酒企的生存空间正被快速压缩。2024年白酒行业CR5首次突破60%,头部集中化趋势不可逆转。

  最重要的一点,虽然金徽酒一直致力于优化产品结构,推动产品向中高端转型,但并没有看到拿得出手的效果。100元~300元价位产品依旧是公司营收主要来源,2024年及2025年第一季度,该价格带产品营收占比分别为49.2%、56.86%。

  2

  一场全方位的PK,金徽酒如何胜出?

  金徽酒面临的不仅是产品同质化竞争,更是品牌势能、渠道网络、资本实力的全方位比拼。对于区域酒企而言,未来的较量不在于市场版图的扩张,而在于能否在品质深耕、文化赋能、数字融合中构建起差异化的价值护城河。

  对此,一位接受采访的业内人士直言,在消费主权崛起的市场环境中,行业进入精耕细作时代。此时,区域品牌必须在守住品质根基的同时,结合科技时代的特征,构筑起自己的品牌流量护城河。

  产品结构升级已刻不容缓。

  参考洋河股份的“海天梦”战略,金徽酒亟需打造千元价格带战略单品,将星级系列从“销量担当”向“利润引擎”转型。通过非遗酿造技艺的深度挖掘,构建差异化品质壁垒,在300-800元次高端市场形成突破。

  数字化营销与圈层运营的深度融合将成为突围关键。

  金徽酒赢建立基于消费大数据的精准营销系统,通过私域流量运营提升复购率。例如:构建高端消费者俱乐部,以文化体验重构品牌价值。在渠道端,推进“厂商一体化”改革,通过数字化工具赋能经销商。

  站在行业变革的十字路口,金徽酒的增速放缓并非个案,而是区域酒企集体焦虑的缩影。

  这场生存突围战,本质是对企业战略定力与创新能力的终极考验。唯有打破传统路径依赖,在品质革命、品牌焕新、渠道变革中构建新增长极,方能在白酒行业深度调整期实现破局重生。

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