Also selling wine, wine companies and liquor companies are in a situation of ice and fire.

Combing the A-share liquor enterprises, whether it is Guizhou Maotai (600519), wu grain liquid (000858) such high-end brands, or ground gas of old white dry wine (600559), have achieved rapid performance growth.

By contrast, all five wine companies saw their revenues fall or profits fall, with total industry revenues down 7% year-on-year. Even if you increase the intensity of advertising, can not support the performance.

To talk about the situation of wine enterprises, you can use the "inside and outside" to describe. On the one hand, the domestic market demand is weak, the competition of low- and middle-end products is fierce, raw material prices are rising, on the other hand, the continuous penetration of imported wine, the impact on the formation of domestic brands can not be ignored.

Under the influence of many factors, the first half results of the five listed wine enterprises in A-shares fell, with overall revenue of 3.777 billion yuan, down 7.06 percent year-on-year, and home-made profit of 641 million yuan, down 6.58 percent year-on-year.

Zhang Yu A (000869) as a leading enterprise, first-half revenue, profits both fell, revenue size fell 9.55 percent to 2.558 billion yuan, home-made profit decreased 5.1 percent year-on-year to 603 million yuan. In addition, revenue and profit figures also fell, Weilong shares (603779), Mogao shares (600543).

Although the revenue of Tonglu shares increased, but due to sales, management and other expenses, profit fell by 54.58 percent, the largest decline.

ST Sino-Portuguese (600084) home profit of only 670,000 yuan, after deducting the loss of 5.31 million yuan. The company has been two consecutive years of profit losses, more than five consecutive years after the loss, facing the risk of de-market.

Poor performance at the same time, many enterprises face financial pressure. For example, Mogao shares at the end of June accounted for 84.26 million yuan of monetary funds, a decrease of about three quarters from the beginning of the year, so "selling houses for self-help", plans to publicly list the sale of the company's property in Lanzhou City, Gansu Province, Donggang West Road Street, 8th floor property, the initial listing price is not lower than the assessed value of 19.5242 million yuan.

In the sales process of liquor and other consumer brands, advertising is indispensable, advertising costs have always been one of the important expenditures of wine enterprises. For now, however, wine companies' attempts to shore up performance by increasing advertising have failed.

In the first half of the year, the advertising expenses of the other three enterprises, with the exception of Mogao shares and two smaller-income enterprises in China and Portugal, all three enterprises improved year-on-year, but failed to bring significant support to the performance.

Taking Weilong shares as an example, the company said in its semi-annual report that it had strengthened its brand publicity during the reporting period, holding eight star concerts and receptions to improve its brand image and boost sales. The company's advertising expenses of 14.72 million yuan, up 117 percent year-on-year, but as a result, revenue and profit fell 9.48 percent, 28.18 percent, respectively.

Under the influence of a series of unfavorable factors such as weak industry demand, constant impact of imported brands and rising raw material prices, the profitability of wine companies has become a difficult problem. In this case, the enterprise from its own point of view, strengthen the efficiency of the use of funds, etc. , is an effective means to improve profits, which is closely related to the CFO's ability to practice.

In order to evaluate the practice level of CFO of listed companies, since January this year, the company has developed a comprehensive evaluation system for senior executives of A-share listed companies, and made an objective evaluation of the practice ability of more than 3600 CFOs.

Among the five wine enterprises, Weilong shares in CFO Tian Yuanyuan with the highest practice score of 77.4;

The network noted that the above two enterprises in the use of assets efficiency gap is obvious. Weilong shares in the first half of the current asset turnover rate of 0.31 times, in the peer in the upper-middle level, the ST of Portugal only 0.06 times.

Introduction to the Outstanding CFO Selection Event:

Among all the executives of listed companies, the CFO has a special position in listed companies, he must participate in the formulation of the strategic objectives of listed companies, must have a full understanding of the strategic tasks established by the top management of listed companies, in how to turn strategic tasks into strategic objectives must put forward their own professional advice for the top management for reference. CFO is a key figure in mastering the distribution and flow of funds throughout the company, and this position influences the sustainability of the entire listed company. It can be said that CFOs play an irreplaceable role in listed companies.

Based on this, the company began to develop the CFO Comprehensive Evaluation System for A-share listed companies in January 2019. The comprehensive evaluation system consists of two parts: objective evaluation and subjective evaluation.

In the objective evaluation section, 5 first-level indicators and 20 secondary indicators were set. At present, the average age of CFOs of listed companies is 46.73 years old, with an average annual salary of 655.7 million yuan and an average objective score of 76.41 points.

Voting, which affects subjective scores, is currently under way until 30 September.

In October, the net will calculate the final CFO score based on a weighted average of objective evaluation scores and subjective scores. According to the comprehensive score and industry division, selected the A-share listed companies outstanding CFOTop100 and 28 industry outstanding CFOs, and awarded honorary awards to the outstanding.

Come and cast a valuable vote for your favorite CFO!

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