Analysis Of J Liquor Company's Profitability And Research On The Countermeasures

In recent years,the economy has recovered,people's consumer demand continues to increase,the negative impact of the “three-public” consumption policy on the liquor industry has gradually been digested,so the performance of the liquor industry as a whole has picked up.However,there has also been an increase in industry polarization.The sales volume and price of high-end liquor companies' products have grew,and low-end and medium-end liquor companies are struggling.In this paper,I choose a representative of the third-tier liquor companies in Anhui Province,J company,to analyze the current profitability of the company and explore the problems that exist in it,proposing corresponding countermeasures for specific situations in order to help the performance of the company turn around.I hope the suggestions and countermeasures that I put forward have reference value for many third-tier liquor companies with the same problems.In this paper,DuPont analysis and comparative analysis are used to analyze J company's profitability.When adopting DuPont analysis,it not only focused on the “quantity” of profitability,but also increased the research on the “quality” of profitability.Since J Company is a typical regional liquor company,in the comparative analysis,in addition to the analysis of the status quo of the liquor industry nationwide and the profitability indicators of the entire industry,the focus has been on the liquor market in Anhui Province.The analysis of the status quo and the comparative analysis of the profitability indicators of J Company and the provincial liquor enterprises,this comparative analysis is more pertinent and more practical,and the proposed countermeasures based on this are also more valuable.Through systemic research and analysis,we have found that J company's profitability has problems in both "quality" and "quantity".The specific performance including that market share is reduced,profits are not persistent;marketing is not appropriate,sales channels are aging;the capital operation is too conservative;the company is not sensitive to market changes;the strategy is not clear and there is no focus;there are gaps between the product series price bands;high-end products lack value support;poor return methods,poor account receivable management,cash flow deposits hidden danger.In response to the above issues,we have put forward specific countermeasures and proposals one by one to help the company improve its profitability.