Reprinted from "Cultural Tourism Town Observation" and published with authorization.

Perhaps, no one would have thought that two extreme trends would take place in 2020.

The craziest thing is liquor; the shaky one is real estate. However, a phenomenon is even more interesting. Real estate companies are addicted to alcohol, while liquor companies are in love with real estate. However, it is still unknown whether they can succeed in each other's success.

Can the liquor towns that represent the rise of liquor culture continue the magic of liquor? The mayor was curious about this.

Liquor is "flying"

Why is baijiu so popular? I believe people who drink baijiu and those who don't drink baijiu have their own opinions. But no matter what, it will not affect the skyrocketing market value of liquor companies. Just like the crazy housing prices back then, not many people can explain the reasons clearly.

In the A-share market, Moutai and Wuliangye represent the prosperity of liquor. In the real estate sector, the stock price trends of Vanke and Poly are closely related to the real estate industry.

What is quite amazing is that the real estate industry is a market worth tens of trillions, but there are no real estate companies with a market value of trillions in A-shares. This does not affect the liquor company's achievement of a market value of one trillion yuan. Among the Shanghai and Shenzhen stock markets, Wuliangye's market value exceeded 1 trillion, and Moutai's market value exceeded 2.3 trillion, becoming a veritable liquor tycoon. On the other hand, Vanke's market value is around 320 billion, and Poly Real Estate's is around 190 billion.

The domineering nature of liquor is as it should be. Of course, if you look at gross profit margin, Moutai and Wuliangye are even more powerful and invincible.

Why liquor companies are so domineering may be revealed from a passage.

Li Shuguang, chairman of Wuliangye Group, believes that the liquor industry, as an eternal sunrise industry, will not be short of wine for a long time, but it will be short of good wine for a long time. In the future, advantaged production areas, advantaged enterprises, and advantaged brands will share structural prosperity opportunities.

What does Moutai Wuliangye represent? This is half of the A-share liquor sector. How many real estate companies are needed to surpass it with a market value of 3 trillion?

Therefore, in recent years, there has been an increasing trend for real estate companies to participate in controlling alcohol companies. For example, SkyOcean Holdings once took control of Sheshe Liquor, and Shanghai Yuyuan Tourism Mall took control of Jinhui Liquor. Of course, there are many similar cases, which reflect the temptation of liquor companies to real estate companies. The force is indeed great.

Similarly, alcohol companies also have expectations for the real estate industry. The giants have long been unable to hold on any longer and are waiting for opportunities to enter the market and embrace the real estate industry.

An alternative track in the era of oligarchs

Careful investors will definitely find that Maotai and Wuliangye have "real estate" hidden in them.

It can be seen from the business scope of Moutai that "the production and sales of Moutai liquor series products; the production and sales of beverages, food, and packaging materials; the development of anti-counterfeiting technology and the research and development of information industry-related products; hotel operations Management, accommodation, catering, entertainment, bathing and parking lot management services”

Let’s take a look at Wuliangye’s real estate content. Its main business is: alcoholic products and related ancillary products (bottle caps, trademarks, logos and packaging). products); concurrent operations: beverages, medicines, fruit planting, agricultural planting, import and export business, property management, investment management (not allowed to engage in illegal fund-raising, absorption of public funds and other financial activities).

Although large-scale real estate business has not yet appeared, it is enough to show that Maotai and Wuliangye’s expectations and layout for the real estate sector have already begun.

With a strong wine culture, perhaps what interests Moutai and Wuliangye the most is cultural tourism.

Recently, an announcement has increased the market’s expectations for alcoholic cultural tourism.

Zhongtian Financial announced that in order to promote new regional economic development and build a trinity of industrial integration projects of "characteristic trade and retail industry, experiential catering and entertainment industry, cultural tourism and leisure industry", the company's subsidiary Guiyang Fangkai plans to work with the People's Government of Yunyan District, Guiyang City to implement the "Guizhou·Wine World" project in the future Ark area.

In order to ensure the smooth implementation of the cooperation project, Guiyang Fangkai and Yunyan State Investment signed the "Guizhou Wine World Project Cooperation Agreement" on December 15, 2020. Guiyang Fangkai plans to transfer 5 billion yuan of assets to Its wholly-owned subsidiary Ruijingxin Company has received 100 shares of Ruijingxin Company from Yunyan State Investment, and the equity transfer price is tentatively set at 5 billion yuan.

It is reported that this project is located in the Future Ark World Trade Peninsula in Yunyan District, Guiyang City, with a total construction area of ??approximately 1 million square meters. With the theme of "wine", the project includes a cultural performance experience center, consumer experience space and a diversified boutique hotel system. Relying on the 7-kilometer commercial belt of the World Trade Center Peninsula and the Future Ark Bund, it introduces rich business formats such as global high-quality catering, wine culture, night tours and entertainment, Guizhou goods exports, etc., to create an international benchmark experience space that combines commercial, cultural, tourism, leisure and life aesthetic appreciation.

The company stated that this equity transfer is the first step in the step-by-step implementation of the "Guizhou·Wine World" project cooperation with the People's Government of Yunyan District, Guiyang City, and is an important step in accelerating the promotion of "Guizhou·Wine World" important measures for the implementation of the project. If it can be advanced as planned, the resource advantages of both parties will be fully utilized to further enhance the company's asset operation efficiency and profitability. It will have a certain positive impact on the company's financial status and operating results in 2020 and in the future, and promote the company's sustained and stable development.

The expectations brought by the wine have made Zhongtian Financial begin to look forward to the early arrival of tomorrow.

Speaking of this, many people will definitely ask what exactly is Guizhou Wine World? What does Zhongtian Real Estate’s move have to do with Moutai?

Perhaps it is necessary to interpret it from another perspective, "Guizhou is a well-known wine-producing province in the country. With thousands of years of wine culture and baptism over the years, it has brewed Moutai, one of the world's three most famous wines, as well as the national Famous wines such as Xijiu, Dongjiu, Jinshayao Wine, etc. At the same time, the wine industry is also a booster for the economic development of Guizhou Province. Zhongtian Urban Investment takes the promotion of urban economic and cultural development as its mission, and is located in the core area of ??Zhongtian Future Ark, an ecological city. Peninsula is striving to build the country’s only wine, culture and tourism consumption destination - Guizhou·Wine World”

Guizhou·Wine World takes “wine” as its theme and creates “one center, three hundred”. A panoramic wine culture experience destination. The project construction includes a cultural exhibition experience center with three major themes: "Wine of the World" exhibition, "Dance of Dionysus" song and dance show, and "Bacchus Hall" famous lounge; with Maotai Museum, Oriental Aesthetics Museum, French Style There are 50 international pavilions such as the Pavilion, German Craft Brew Pavilion, and Nanyang Specialty Pavilion, and 50 Chinese-themed pavilions for alcohol consumption experience spaces; the Marriott Hotel brand has also been introduced to construct a diversified boutique hotel system.

In early 2019, the Fifth Plenary Session of the 15th Guiyang Municipal Party Committee proposed the development vision of “one product, one industry, hundreds of industries prosperous”.

Wu Daoyong, co-chairman of Zhongtian Urban Investment Group, said that Guizhou Wine World will be built into a "never-ending wine expo" and will use this opportunity to build a national wine, culture and tourism consumption destination, and will The project will be established as a new business card and new landmark of Guizhou, promote new regional economic development, and strive to create a "beautiful and colorful Guizhou".

Guizhou·Wine World has high hopes. “Guizhou·Wine World has high-quality resources and a new platform, which will long-term help optimize the functions of the Ark region in the future, effectively promote the rapid development of the cultural tourism industry and the wine industry, and efficiently Promote urban economic transformation and upgrading. ”

It is not difficult to find that for Moutai, Guizhou Wine World is a part of it, but it is by no means its home field. Therefore, Moutai’s own cultural tourism town may be getting closer.

Wuliangye Cultural Tourism Town is approaching

It is reported that the urban design plan of Wuliangye Liquor Cultural Town in Yibin City has been released a few days ago and is soliciting opinions and suggestions from the society.

The functions of Wuliangye Liquor Culture Town are regional liquor culture and tourism scenic spots, a window for experiencing the unique features of the wine city, and a comprehensive display center for Wuliangye enterprises.

It is reported that Wuliangye Liquor Culture Town in Yibin City is located in the southeastern gateway area of ??Wuliangye Liquor Industry Park, bounded by Yukun Expressway in the east, Wuliangye Factory in the west, and Minjiang River in the south. The total planned area is approximately 52.17 hectares.

Recently, Yibin Municipal Bureau of Natural Resources and Planning organized Cuiping District Government, Municipal Planning Institute, Wuliangye Group Company to hold discussions with the planning team to initiate and sort out work related to the urban design of Wuliangye Wine Culture Town , deeply explored Yibin’s unique wine culture, combined with factors such as spatial layout and future needs, analyzed urban design and typical architectural conceptual design plans, and laid the foundation for the next step of project construction.

The design plan fully combines the themed immersive consumption model and fully explores the characteristics of Wuliangye wine culture. Tourist Service Center, Wine Purchasing Center, Experience Center), Zhengyufang (R&D Office Building), and Tower Shadow Garden (Jiuzhou Tower Ecological Park) are core projects, providing regional wine culture consumption scenes, and planning the Twelve Hours of Wine Culture Town rich cultural and tourism activities.

At the same time, relying on the concept of park city, we build an ecological framework that blends blue and green, and rely on the Wuliangye vertical river landscape axis, the wine culture riverside experience zone, Jiuzhou Tower Wine Culture Park, and the Binjiang Sports Park to form a "one axis vertical river" There are ecological structures such as river, one belt, two gardens, water and green contrasting each other, and four major forests. In addition, the design plan also fully creates a wine culture consumption scene. Based on the design concept of "there are activities all the time and festivals every month", the twelve major special festivals and activities of the wine culture town are planned.

From Guizhou·Wine World to Wuliangye Wine Culture Town, it seems that the mystery of whether wine culture can drive cultural tourism real estate is being solved?

In any case, the liquor oligarchs with a market value of trillions have already demonstrated their ability to manage market value. Even elephants can dance, let alone play with cultural tourism real estate?

We must believe that cultural tourism real estate is an industry that competes with cash flow. Therefore, the next stage should be left to Maotai and Wuliangye.