金徽酒(603919.SH)半年度淨利潤降14.37%至1.35億元
格隆匯8月23日丨金徽酒(603919.SH)發佈2019年半年度報告，實現營業收入8.15億元，同比增長2.62%；歸屬於上市公司股東的淨利潤1.35億元，同比下降14.37%；歸屬於上市公司股東的扣除非經常性損益的淨利潤1.31億元，同比下降14.66%；基本每股收益0.37元。經營活動產生的現金流量淨額2.10億元，同比增長182.86%。
公司百元以下中低檔產品佔營業收入比重仍超過百元以上高檔產品佔比，且面向農村市場的中低檔產品營業收入下滑，導致公司整體營業收入增速放緩。同時，公司以積分、品鑑等非貨幣方式加大對渠道終端的掌控力度及省外市場的開拓力度，導致公司歸屬於母公司淨利潤同期下降。
產品結構方面：白酒消費已逐漸迴歸品質、迴歸理性，公司依託產品品質、區域渠道及品牌優勢，持續優化升級產品結構，金徽十八年、柔和金徽、金徽正能量等百元以上高檔產品較快增長。公司2019年上半年百元以上高檔產品營業收入3.47億元，較2018年同期增長24.19%，佔公司總體營業收入的42.71%、較2018年同期佔比提升7.53個百分點。中低檔產品方面，公司結合縣鄉鎮市場淡旺季明顯且向四季度逐步集中的特點，淡季做市場、旺季做銷量，做好客情維護及消費者互動，調動渠道積極性，為銷售旺季做充分準備。
市場營銷方面：公司通過實施非公開發行A股股票方式，建立優秀經銷商資管持股計劃，完善“廠商一家”利益共同體建設；持續推進“深度分銷”渠道基礎建設，建立“萬商聯盟”體系、金徽積分寶系統，強化終端門店掌控力度，發揮終端門店作為連接金徽酒與消費者的紐帶作用；持續開展消費者品鑑、民間品酒師等消費者培育工作，充分利用各類傳播媒介展示金徽酒品牌形象，增強消費者對金徽酒產品品質及品牌屬性的認識，驅動市場發展和品牌提升。
市場佈局方面：省內市場進一步細化，根據各縣區市場情況，制定有針對性的營銷政策，一縣一策、分類實施，促進不同系列產品協調發展，持續提升市場份額；省外市場繼續採取“不對稱營銷”，精準施策、整體提升團購資源及核心店建設，部分重點省外市場初步形成了示範效應，為贏得省外消費者、提高市場佔有率打好基礎。
經營管理方面：以客户為中心、以業績為導向，明確各部門工作方向，優化調整組織機構和人力資源配置，深入推行內部市場化和全面預算管理，增強上下游工序流程的銜接和職能部門對生產、銷售的服務；實施金徽酒第一期員工持股計劃，員工利益和公司利益進一步捆綁，吸引員工長期為公司服務，完善長期激勵機制；進一步健全績效考核機制，加強團隊建設，加強釀酒、研發人才隊伍建設，激發員工建設百年金徽堅定信心、增強員工奮發上進的狀態。
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