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图表38近5年国窖控货提价措施梳理
图表38近5年国窖控货提价措施梳理
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所属报告:
泸州老窖-公司研究报告-浓香鼻祖高势增长改革红利持续释放-230108(26页).pdf
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紧跟五粮液进行小幅高频提价策略,保证对价盘库存精准把握。经历 2013年逆势提价决策失误后,从 2015年开始,国窖采取的价格策略为基本盯住五粮液进行 3-6月左右滞后期的价格调整,且调整幅度基本接近。通过对建议零售价管控逆向调整批价,进而对出厂价和终端价格进行管控的方式,公司能够精确掌握终端价格及库存数量。2016、2017年,国窖抓住五粮液提价窗口期,分别两次进行提价:配额外价格于 2016年 10月与 12月提升至 660元及 740元。2017年 3月将出厂价提升至 680元,实现量价齐升。2019年 10月国窖 1573销售口径收入突破百亿。2020年,公司将国窖出厂价提升至 890元。一年数次的小幅提价策略促使产品终端价格与竞品基本持平,增加渠道信心,停货等措施则进一步帮助经销商维持良性库存。
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泸州老窖-公司研究报告-浓香鼻祖高势增长改革红利持续释放-230108(26页).pdf
图表92003-2011年我国GDP增速(不变价)
图表81991-2002年我国GDP增速(不变价)
图表71991-2002年泸州老窖营业收入及增速(%)
图表61998年-2002年茅五泸汾营业收入(亿元)
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