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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/4-16.com/label.php on line 82

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  近日,“供应链第一股”怡亚通发布2024年年报。去年公司营业收入为776.2亿元,同比下降17.8%;归母净利润仅为1.06亿元,同比下降24.92%,且连续三年下滑。

  更加引起行业关注的是,曾贡献近三分之一营收的白酒业务似乎从财报中“隐去”。2024年半年报中,怡亚通的酒饮业务不再单独披露,年报中仅能从子公司深圳市怡亚通深度供应链管理有限公司的业绩中窥见颓势——营收5.52亿元,净利润同比下滑32.8%。

  这家以供应链服务起家的企业,2013年通过名酒分销切入白酒赛道,2018年凭借茅台、五粮液等名酒代理创下近百亿销售额,一度被誉为“供应链跨界白酒的标杆”。然而,自2020年起其白酒业务营收连年下滑。从怡亚通到业态相似的银基集团等供应链、经销商跨界白酒企业的颓势,不仅折射出白酒行业调整的阵痛,更揭示了供应链企业跨界消费品的深层困境。

  怡亚通参与白酒行业的分水岭在2019年前后。彼时在酱酒热背景下,怡亚通不再满足于分销,转而向上游延伸,推出自有品牌和定制酒业务。其与钓鱼台、国台等酒企合作开发的“珍品壹号”“国台黑金十年”等产品,2019至2021年贡献超12亿元品牌运营收入。

  怡亚通开展跨界业务仰赖公司“买买买”的大手笔。2021年,怡亚通以高价收购茅台镇大唐酒业,推出自有酱酒品牌“大唐秘造”,试图构建从上游生产到下游销售的全产业链。怡亚通深度涉酒的自信来自于其全面的销售网络。2021年7月,怡亚通董秘曾公开表示,经过十多年的全国快消品渠道布局,公司已成为中国最大的快消品分销平台之一。

  然而此后不久,酱酒市场因资本退潮、库存积压和价格倒挂进入深度调整期,缺乏品牌溢价的贴牌酒首当其冲。界面新闻从电商渠道了解到,怡亚通淘宝、京东旗舰店单款酱酒最高销量仅百余件。

怡亚通旗舰店,淘宝、京东截图

  酱酒失利后,怡亚通处置了相关酱酒公司。2023年上半年,12家“秘造酒业”公司不再被纳入合并范围。此后怡亚通尝试转投清香阵营,但未能挽救白酒业务。2023年6月,怡亚通子公司与山西金久盛合资成立山西怡亚通秘造供应链有限公司;不久后又与山西华樽云放酒业共同成立四川怡华酒业有限公司(两者分别持股51%、49%)。山西华樽的实际控制人为汾阳王酒业副董事长王宇涛,两次交易被解读为布局清香型白酒。

  不过即便转向清香型白酒,对怡亚通的业务改善也收效甚微。财报显示,2020至2023年,怡亚通白酒业务整体营收从63.71亿元降至33.02亿元。

  “怡亚通做白酒存在两个致命伤,最重要的就是缺乏品牌壁垒。怡亚通的分销网络虽能短期冲量,但缺乏消费者认知和品牌忠诚度,一旦行业调整,贴牌酒难敌名酒品牌的市场虹吸效应;此外,对周期的误判使得企业商业策略冒进,控股酒厂虽能提升利润率,但生产管理、品质把控等陌生领域的高成本投入反成拖累。”酒类讲师、北京饮万文化传播有限公司主理人石鑫向界面新闻分析称。

  怡亚通的困境并非孤例。白酒行业周期性调整下,传统大商模式正面临系统性挑战,银基集团(曾为五粮液全球总经销)的兴衰轨迹与之高度相似。2000年,银基集团凭借五粮液总经销权迅速崛起,2009年登陆港交所,市值一度超200亿港元。然而,过度依赖单一品牌、渠道扁平化趋势及自有品牌拓展不力,导致其业绩连年亏损。2021年债务危机爆发,2023年退市,近期创始人梁国兴出售4.8亿港元豪宅的消息引发关注。

  在怡亚通、银基集团之外,白酒流通上市公司华致酒行近年连续业绩收缩,酒便利、歌德盈香等渠道商接连传出“经营困境”消息。大渠道商的式微显示出白酒渠道商所面临的利润收窄、出货困难等集体困境。

  今年3月,第二十二届中国国际酒业博览会上,中酒协指出2022年下半年以来的白酒去库存周期仍未扭转。库存压顶之外,渠道商还面临酒企削减中间环节、挤压传统大商生存空间的现状。压力传导至酒企端,截至2024年第三季度末,A股白酒上市公司存货总额超1300亿元,同比增长超10%,已披露年报的酒企存货仍有上涨趋势。

  白酒重要性下降后,怡亚通将目标转向半导体、新能源等领域,具体涉及半导体存储整合运营、AI算力产业供应链业务。事实上,怡亚通自成立以来已跨界IT、化工、大消费、医疗、新能源等多个行业,但这些新业态难掩主业下滑。2024年,怡亚通综合供应链业务营收688.68亿元(扣除AI算力业务),同比下降20.89%,其中分销和营销、品牌运营收入分别下滑20.43%、7.49%,综合毛利率仅剩4.31%。

  上述数据显示,企业向“供应链+产业链+孵化器”模式转型的效果仍不明确。尽管怡亚通未来业绩走势尚不平稳,但其暂别白酒行业的信号已然明确。白酒行业调整周期远未结束,怡亚通的“隐身”与银基的退市,标志着渠道商粗放扩张的时代正在落幕。

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