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酒业“西北狼”咋啦?

2020-12-28 08:12  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

ZHONGGUOXIBEIDIQU,DIGUANGRENXI。SUIRANFUYUANLIAOKUO,DANRENKOUXIANGDUIFENSAN;SUIRANYINJIUFENGSUJIAOSHENG,DANQUYUJINGJIFAZHANBUPINGHENG,YUDONGBUYANHAIDIQUXIANGBI,XIAOFEISHUIPINGBUGAO。JIYUZHEIXIEJICHUTIAOJIAN,XIBEIBAIJIUCHANYEGUIMOZHENGTIBUSUANTAIDA。

加上各区域之间饮酒文化、风俗习惯的差异,导致西北白酒风格多样,难以形成合力对外输出,也难以形成对外的独特表达符号。

ZHENGSHIZHEIYANG,XIBEIBAIJIUZAIZHONGGUOBAIJIUBANTUZHONG,YIZHICHUYUYIGEBIJIAOMOHUDEWEIZHI。JINTIANWOMENTANTAOXIBEIBAIJIU,ZHUYAOJIZHONGTAOLUNXIBEIWUSHENG:SHANXI、GANSU、QINGHAI、NINGXIAHEXINJIANG,ERNINGXIAYOUYUZISHENDEDILIWEIZHIYUYOUSHIYIHONGJIUWENMING,YINERSHIXIANJIUGENGDUOJIZHONGZAILESHAN、GAN、QING、XINSISHENG。

01、“西北狼”的高光时刻

CONGDANGQIANBAIJIUXINGYELAIKAN,SIHUXIBEIBAIJIUDESHENGYINBINGBUXIANGLIANG。DANCONG19JIABAIJIUSHANGSHIQIYELAIKAN,XIBEIZHANJULE4JIA,ZUYIZHENGMINGXIBEIBAIJIUZAIZHONGGUOBAIJIUBANTUZHONGJUBEIYIDINGDESHILIYUDIWEI。

▏ZHENGTILAIKAN,XIBEIBAIJIUSHI“4+1”DEGEJU。

新疆的伊力特,青海的青青稞酒,甘肃的金徽酒、皇台4家上市酒企业,以及陕西的西凤酒这1家准上市酒企,形成了西北各省的强势力量,并且在各自的发展阶段中,都拥有着突出的高光时刻。

● XIFENGJIU

XIFENGJIUZUOWEIWOGUOZHUMINGLAOPAIMINGBAIJIUZHIYI,BUJINDANSHENGSHIJIANKEYIZHUISUDAO3000NIANQIANDEYINSHANGWANQI,QIZAIBAIJIUJIANGHUDEDIWEIQUELIYEKEYIZHUISUDAOHENJIUYIQIAN。

ZAOZAIQINGXUANTONGERNIAN(1910NIAN)DENANYANGQUANYEHUISHANG,XIFENGJIUJIUCENGHUODEYINZHIJIANG;1915NIANMEIGUOJIUJINSHANBANAMAWANGUOBOLANHUISHANG,HUODELEJINZHIJIANG;1928NIANDEGONGSHANGBUZHONGHUAGUOHUOZHANLANHUISHANG,HUODEYINZHIJIANG。

▏DANGRANDAJIAGENGWEISHUXIDE,HAISHI1952NIANDEDIYICIQUANGUOPINGJIUHUI,XIFENGJIULAOSIDAMINGJIUZHIYIDEDIWEIYOUCIQUELI。

会上,西凤酒和茅台、汾酒、泸州老窖一同被评选为“四大名酒”;在1963年的第二次全国评酒会上,西凤酒也被列入全国白酒“八大名酒”之一,并与此后的全国第四、五届评酒会一起,蝉联四届“国家名酒”称号。

XIFENGJIULINGYIZHONGYAOSHIJIANSHI1992NIAN,YOUYUXIFENGJIUKOUGAN、XIANGWEIDUTE,DANGSHIRENHEXIANGXINGDOUWUFAQUANSHIQITEDIAN,YUSHIZAI1992NIANZHAOKAILE“XIFENGJIUXIANGXINGFENGXIANGXINGLUNZHENGHUI”,ZHENGSHIYIXIFENGJIUDEFENGGETEZHENGHEMINGCHENGJIANG“FENGXIANG”QUEDINGWEIBAIJIUYIDAXINXIANGXING。

可见,西凤酒在品牌和香型的确认上,都有着非同一般的江湖地位。

● HUANGTAIJIUYE

ZAIKANHUANGTAI,SUIRANYINWEIJINGYINGBUSHAN,HUANGTAICENGFENBIEYU2004NIAN、2009NIAN、2015NIANHE2018NIANSIDUDAIMAO。DANZAIHUANGTAIDEFAZHANLISHISHANG,YECENGFENGGUANGWUXIAN。

▏“NANYOUMAOTAI,BEIYOUHUANGTAI”DEMEIYUKEHAIJIDE?

HUANGTAIJIUYECHENGLIYU1985NIAN,ZHUYINGBAIJIUYEWU,1995NIANKAISHISHENGCHANPUTAOJIU。ZAI20SHIJI90NIANDAI,HUANGTAIJIUYESHIXIBEIDIQUZUIDADEBAIJIU、PUTAOJIUZHIZAOQIYEZHIYI。

ZAI1994NIAN,LIANGZHOUHUANGTAIJIUYUMAOTAITONGDENGDIERJIEBANAMAGUOJIJINJIANGTAI,YINCIXIANGYOULE“NANYOUMAOTAI BEIYOUHUANGTAI”DEMEIYU,YUGUIZHOUMAOTAIQIMING。

而从进入资本市场的时间来看,皇台2000年在深圳证券交易所上市,比茅台还要早一年。当年皇台酒业交出的业绩是营收1.58亿元,净利润1411万元。

HUIKANHUANGTAIJIUYEDEFAZHANLICHENG,HUODEDEBAOKUODIERJIEBANAMATEBIEJINJIANGZAINEIDEGUOJI、GUONEIJIULEIJIANGXIANGYECHAOGUO100XIANG,DIQIHESHILISHIYIDINGYOUDE。RUGUOMEIYOUXIANRUGUQUANFENZHENG、GUANLISHIDIAODEKANKE20NIAN,RUJINZHEIJIAXIBEIMINGXINGJIUQIKENENGHUISHILINGWAIYIFANTIANDI。

● JINHUIJIU

TONGYANGDANSHENGYUGANSUDELINGYISHANGSHIJIUQIJINHUIJIU,BUJINYOUSHISHIZAIZAIDEDIFANGZHIJIZAIHECHUTUWENWUKAOZHENGQILISHIYOUJIU,BINGQIEKEYISHUOSHIYIGEFEICHANGNULIXINGDEQIYE。

ZILIAOXIANSHI,JINHUIJIUYUANZIXIHAN,SHENGYUTANGSONG,MINGQINGSHIQIZHEILIJIUSHIWENMINGXIAERDE“XIBUJIUXIANG”。QIANSHENXI1951NIANKANGQINGFANG、YONGSHENGYUANDENGDUOGEJINHUIJIULAOZUOFANGLIANHEZUJIANDEDAXINGBAIJIUQIYE,SHIGUONEIJIANCHANGZUIZAODEZHONGHUALAOZIHAOBAIJIUNIANGZAOQIYEZHIYI。

ZUOWEIYIJIADICHUXIBEIDEQUYUXINGJIUQI,SUIRANJINHUIJIUHAIMEIYOUSHIXIANWANQUANYIYISHANGDEQUANGUOHUA,DANJINHUIJIUZUGOUNULI。

▏2007-2016NIAN,JINHUIJIUYEYONG10NIANSHIJIAN,SHIXIANLEYINGSHOUCONG8000DUOWANDAO12.77YIDEKUAYUE,YEJIZENGZHANGCHAOGUO15BEI。

2016NIAN3YUE10RI,JINHUIJIUZAISHANGHAIZHENGQUANJIAOYISUOGUAPAISHANGSHI。

RUCIXUNSUDEFAZHAN,BUJINZHENGMINGLEJINHUIJIUHENNULI,YEZHANXIANCHULEJINHUIJIUDENEIZAIRENXINGHEFAZHANQIANLI。SUIZHEJINHUIJIU“ERCICHUANGYE”DEDAXIANG,YEJIEYEDUIQIHUAIBAOLEGENGDUOQIDAI。

● QINGQINGKEJIU

QINGHAISHENGJIULEISHICHANGGUIMOYINGGAISHIXIBEIWUSHENGZHONGZUIDIDE,YUEWEIZUIGAODESHANXISHENGDESIFENZHIYI。ZAIZHEIYIHUANJINGXIA,DANSHENGZAIZHEIPIANTUDISHANGDEQINGQINGKEJIU,YECENGCHUANGZAOGUOBUCUODEYEJI。

2013NIAN,QINGQINGKEJIUYINGSHOU14.38YIYUAN,JINGLIRUN3.73YIYUAN,CHUANGCHU2011NIANSHANGSHIYILAIDEZUIHAOYEJI,NIANDUYINGLIZAIXIBEISIDASHANGSHIJIUQIZHONGJUSHOU(BISHIJINHUIJIUSHANGWEISHANGSHI),CHENGDANGNIANZUIZHUANQIANDEXIBEISHANGSHIBAIJIUQIYE。

▏ZHEIYIGAOFENGSHIQI,QINGQINGKEJIURONGHUOLE2013NIANDUQUANGUOBAIJIUDI23MING、ZHONGGUOQINGKEJIUDIYIPINPAIDECHENGJI。

TONGYANG,QINGQINGKEJIUYESHIJIAOZAOMOUHUA“CHUSHENG”DEXIBEIJIUQI。HAISHI2013NIANZHEIYINIAN,QINGQINGKEJIUTICHUYAOANZHAO“GENJUDIWEIWANG、BANKUAIHUATUPO、QUANGUOHUABUJU”DESILUZHUBUSHISHIGONGSIQUYUFAZHANZHANLVE。

DANSHIYUNDUOCHUAN,GANSHANGBAIJIUXINGYESHENDUDIAOZHENGQI,MIANDUICANKUDEXINGYEXIPAI,QINGQINGKEJIUYEYOUCIJIUCHUJIDAOLETIANHUABAN,ZUIZHONGHAISHIWEINENGZUOCHENGQUANGUOXINGPINPAI,YEJIKAISHIXIADIE,SHIQULEJINGZHENGYOUSHI。

● YILITE

ZUIHOUYIGEBUDEBUTANDEJIUQI,SHIDANSHENGYUXINJIANGDEYILITE,ZUOWEIYIJIADIFANGTESENONGYUDEBAIJIUQIYE,YILITEXILIEBAIJIUYOUZHE“XINJIANGDIYIJIU”ZHIYU,XINJIANGBENDISHICHANGDEXIAOSHOUSHOURUYEYIZHIZHANJUZHEGONGSISHOURUDEYIBANYISHANG,SHENZHIKEYIDADAO70%ZUOYOU。

ZI1999NIANGUAPAISHANGSHIYILAI,YILITEDEYINGSHOUHELIRUNJIBENBAOCHIZHEWENBUZENGZHANG。DANSHI,SUIZHEXINGYESHENDUDIAOZHENGQIDEXIPAI,YILITEDEZENGZHANGSUDUJINLIANGNIANMINGXIANFANGHUAN。ZHUYAOSHOURULAIZISHENGNEISHICHANGDEBIDUANBAOLUCHULAI,JIASHANGWAILAIMINGJIUPINPAIDENGDUIGENJUDISHICHANGDEQINSHIJIAJU,RUGUOBUXIANSHOUHAODABENYING,WEILAIDEFAZHANYEJIANGGENGJIABEIDONG。

BUGUOKEXIDESHI,YILITEDEDASHANGHEZUOMOSHI,SHIDEQISHENGWAISHICHANGHUODELEYIDINGDEZENGZHANG,ZAIBUJUSHANGDUOLEYITIAOZOUCHUQUHEWENDINGJUMIANDEQUDAO。

ZHANZAIJINTIAN,HUISHOU“XIBEILANG”DEHUIHUANGSHIKE,QINENGBUTAN?

02、是“谁”困住了“西北狼”?

XIBEIBUQUEBAIJIUPINPAI,YEBUQUEQIANGSHIPINPAI。“DAXIBEIYOUHAOJIU”,DANWEIHEZAIBAIJIULINGYUDESHENGYINYUELAIYUERUO?

CONGDILIWEIZHILAIKAN,XIBEIDIQUDEQUEXIANGDUICHUYUJIAOWEIPIANYUANDEDIFANG,ZOUCHUQUSHIXIANQUANGUOHUADENANDUGENGGAO。

2013年便具备全国化意识的青青稞酒,不仅加大了品牌推广和渠道建设,积极参与了中国网球公开赛等营销活动,还分别针对青海、省外西北区域、西北以外、海外市场等制订了差异化的发展策略。但是,在销售费用投入不断走高的情况下,对于全国化布局的谋划却效果甚微。

DUIYUXIBEIBAIJIULAISHUO,DADUOPINPAIDOUHAISHIQUYUPINPAI,SHOUZHUDABENYINGDESHICHANGFENESHIDIYIWEIDE。ERZAICIJICHUSHANG,YEBIXUYAOXIANGJINBANFAMOUQIUQUANGUOHUA。

YIFANGMIAN,XIBEIBAIJIUDEZHENGTISHICHANGFENEBUSUANTAIDA,XUYAOKUODASHICHANGFANWEICAINENGBAOZHENGYEJIDEZENGZHANG;LINGYIFANGMIAN,XIBEIDIQUXIANGJIAOYUDONGNANYANHAIYIDAI,JINGJISHUIPINGYUXIAOFEINENGLICUNZAIYIDINGDELUOCHA,XUYAOTONGGUODASHANGHEZUODENGMOSHI,PEIYUBINGQIANGZHANYIPIHEXINXIAOFEIZHE。

CONGPINPAIFAZHANLAIKAN,DADANPINHEGAODUANCHANPINSHIXIBEIBAIJIUYOUSUOQUESHIDEBUFEN。

随着消费升级和茅台、五粮液等一线名酒企业的渠道下沉,其凭借着品牌、渠道等方面的优势日益挤占区域品牌的市场空间,行业已呈现出现高端品牌“强者恒强”的挤压式竞争局面。可以猜测,以后中低端区域酒企的发展将愈加举步维艰,西北上市酒企的整体业绩也不容乐观。

PAOKAITESHUQINGKUANGDEHUANGTAI,2019NIAN,YILITE、JINHUIJIUDEYINGSHOU、JINGLIZENGZHANGJIBENSHIGEWEISHU,QINGQINGKEJIUGENGSHIYINGSHOU、JINGLISHUANGSHUANGXIAJIANG,YOUQISHIJINGLIRUN,TONGBIXIAJIANGFUDUGAODA66.42%,BUNENGBUYINQIZHONGSHI。

2020NIANQIANSANJIDU,ZHEIYISHUJUZEGENGWEIKUAZHANG,YILITE、JINHUIJIU、QINGQINGKEJIUDEYINGSHOU、JINGLITONGBIQUANBUXIAJIANG,QINGQINGKEJIUDEJINGLIRUNSHENZHIDADAOLESANWEISHUDEXIAJIANGCHENGDU。

▏“XIBEILANG”,XINGSHIYANJUN!

YINCI,XIANGYAOSHIXIANTUWEI,XIBEIBAIJIUBIXUYAORENZHUNZISHENDEPINPAIDINGWEIYUZHANWEI,ZAICIJICHUSHANG,YONGXINZUOHAOPINZHIYUGONGYIDECHIXUTOURU,GOUJIANGENGJIAANQUANDECHANGSHANGGUANXI,BINGDATONGNEIBUJIZHISHIXIANCONGJUECECENGDAOZHIXINGCENGSHANGXIAQIXIN。

XIANLISHUNZISHENNEIBUDEGEFANGMIANWENTI,RANHOUJIEMINGJIUJIAZHIHUIGUI、GAODUANLASHENGDEQUSHI,DAZAOZHANGXIANPINPAIJIAZHIDECHUANGXINCHANPIN,BINGLIZUYUSUOZAIDEQUYUYOUSHI,TUCHUCHAYIHUADEXINGXIANGSUZAO,SHIXIANPINZHI、PINPAI、JIAZHIDEDUOZHONGTISHENGYUBUJU。

CONGZHENGGEXIBEICHANQULAIKAN,HANGAIDUOGESHENGFEN,SHIJISHANGNEIMENGGUXIBUYESHUYUXIBEI,ZHEISHIYIGEDACHANQUGAINIAN,ERDACHANQUZHIZHONG,YOUYUNZANGZHEYONGYOUDUOZHONGZIRANSHENGTAI、PINLEIFENGFU、GEJUTESEDEXIAOCHANQU,WEIYOUZHIBAIJIUNIANGZAOCHUANGZAOLETIANRANTIAOJIAN。

DANSHICONGQUANGUOBAIJIUBANKUAILAIKAN,DUIBICHUANJIUCHANQU、GUIZHOUCHANQU、HUANGHUAIMINGJIUDAIDENGCHUANTONGBAIJIUCHANQU,XIBEICHANQUWULUNCONGGUANGYIGAINIANHAISHIXIFENQUYU,DOUMEIYOUTISHENGDAOZHENGTIZHANLVEJIAZHIDECENGMIAN,SHENZHIZHEIYIGAINIANDOUHAIYOUXIEMOHU,CUNZAIZHEDUOERSANDEXIANXIANG,JIHU“YIPANSANSHA”。

DANGXIA,CHANQUDAZAOYIJINGSHIBAIJIUXINGYEDEGONGSHI,DANDADUDOUDESHIDAIYIJINGGUOQU,BAOTUANQUNUAN、JINGHEFAZHANSHIWEILAIQUSHI。YINCI,WEILAIXIBEIBAIJIUQIYEHAIYOUHENDUODESHIQINGXUYAOWANSHAN,YAOBUDUANWAJUEXIBEIBAIJIUDEDUTEJIAZHIYUHEXINJINGZHENGLI,JIANGHAOXIBEIBAIJIUGUSHI。

QIDAIXIBEIBAIJIUNENGGOUZAORIYANGMEITUQI:“DAXIBEIYOUHAOJIU!”

03、展现“狼群效应”的时候到了?

HEWEILANGQUNXIAOYING?

LANGZHE, QUNDONGZHIZU。GONGJIMUBIAOJIDING,QUNLANGQIERGONGZHI,TOULANGHAOLINGZHIQIAN,QUNLANGGEJIUQIWEI。YUDONGERXIANJING,YUXINGERXIANZHI,HAOSHENGQIFUERHUWEIHUYING,GESIQIZHI,YOUXUERBULUAN,MOQIPEIHE。

▏XIANZAI,ZHANXIAN“XIBEILANG”BENXINGDESHIHOUDAOLE。

JINLIANGNIAN,SUIZHEZHENGFUHEZHENGGEBAIJIUXINGYEDEZHONGSHI,CHANQUDAZAOBEITIDAOLEYUELAIYUEGAODEGAODU。ZUOWEIBAIJIUJIAZHIXINDEBIAODAFANGSHI,TONGGUOCHANQUTISHENGCHANYEJIQUNSHUIPING,DAIDONGQUYUNEICHANYEZHUANXINGSHENGJI、PINPAILITISHENGYECHENGWEILEXINGYEDEGONGTONGXUANZE。

ZAIZHEIYIBEIJINGXIA,CHUANQIANCHANQURIYIDARE,YUJIUZHENXING、LUJIUZHENXINGFENFENTICHU,RUHEQIANGHUATOUBUQIYEYINLING,SHIYINGXINSHIDAIBAIJIUFAZHANDEYAOQIU,YECHENGWEILEXIBEIJIUQIDEGONGTONGKETI。

ZHIDEQINGXINGDESHI,XIBEIJIUYIJINGYOUZHEIYIFANGMIANDETANSUOHENULI。QUNIAN8YUE,“2019ZHONGGUOBAIJIUXIBEICHANQUJIAZHIFENGHUI”ZAIXIANJUXING,XIFENGJIU、JINHUIJIU、TIANYOUDEQINGKEJIU、TAIBAIJIU、MENGGUWANGDENGXIBEIBAIJIUQIYEDAIBIAOCANJIALEFENGHUI。

ZHEISHIXIBEICHANQUDEDIYICIXINGYEHUIYI,WEIRAOZHEXIBEIBAIJIUQIYERUHEZOUCHUQUZHANKAILEYANTAO。HAOWUYIWEN,TIGAOCHANQUXINBIAODA,SHIXIBEICHANQUWEILAIFAZHANDEBIYOUZHILU,YESHIXIBEIJIUQIDEPUBIANGONGSHI。

▏DANSHI,ZHEITIAOLU,RENZHONGERDAOYUAN。

SHOUXIAN,XUYAOZHENGFUDAJIANPINGTAI。CONGCHUANJIUCHANQUYUGUIZHOUCHANQUDEJINGYANKEYIKANDAO,GEZHONGCHANQULUNTAN、YUANZHUOHUIYI、QUANGUOXINGKAIZHANDERUHUORUTU,PINPAIJIAZHIYUCHANQUJIAZHIDEDAOLEGAODUCHUANBO。ERZHENGFUDEZUZHIYUBAOZHANGRANGCHANQUDETUIJIEGENGYOULILIANG,NENGSHIFANGCHUZUIDADESHINENGLAIJIANGHAOCHANQUGUSHI。

QICI,YAOXINGCHENGXINGYEBIAOZHUN。CHANQUDEDAZAOJIYUYIDINGDEGONGXINGJICHUZHISHANG,ZHENGRUCHUANQIANJIYUNONGJIANGDEXIANGXING,HUANGHUAIJIYUMIANROUDANYADEKOUGAN,ZHIYOUTANSUOCHUXIBEICHANQUGONGTONGDEXINBIAOZHUN,CAINENGXINGCHENGCHANQUTESEYUCHUANBODAOQUANGUODEHUAYUTIXI,“SICHOUZHILUMINGJIUDAI”DEWENHUAWAJUEHUOXUJIUSHIYIGEFANGXIANG。

DISAN,QIYEYAOZUOHAOZISHENDEPINZHIYUTESE。JINGUANXIBEICHANQUDIYULIAOKUO,CHANPINZHONGDUO,DANZHEIQIAHAOYESHIXIBEICHANQUDECHAYIZHICHU,BUQUEHAOJIU,ZHONGLEIZHONGDUO,NENGGOUMANZUBUTONGXIAOFEIZHEDEXUQIU。YINCI,QIYEYAOBAOZHENGJIANGZISHENDEPINZHI、TIYAN、WENHUAFAHUIDAOJIZHI,GONGTONGSHOUHUXIBEICHANQUDEZERENHESHIMING。

第四,发挥好配合密切的“群狼效应”。只有龙头化,才有产区化,头部茅台的拉动带领了整个酱香酒价值的拉升。毫无疑问,在西北产区,唯一一个全国品牌的西凤酒担任着“头狼”的引领作用,2019年西凤酒营收突破60亿,随着高端红西凤的耀世新生,百亿西凤只是时间问题。同时,其他各企业也要做好价格的占位与品牌的拉升工作。

CHENGRAN,XIANZAILAIKAN,BAIYIXIFENGYIJINGBUJINJINSHIXIFENGJIUDESHILE,GENGSHIXIBEICHANQUDESHI,DAIBIAOZHEXIBEICHANQUDEGAODU。XIFENGJIUDEYUFALONGTOUHUA、GAODUANHUA、QUANGUOHUA,BUJINJILEQUANGUOXIAOFEIZHELEJIEXIBEIBAIJIUDEJIHUI,YEJILEXIBEICHANQUQITAPINPAIZOUCHUQUDEQIJI,DAIBIAOZHEXIBEICHANQUHANJINLIANGDETIGAOHECHANQUJIAZHIDEHUIGUI。

RUJIN,XIFENGJIUMINGJIUJIAZHIHUIGUI,BAIYIMUBIAOHEXIFENGJITUAN、XIFENGGUFENSHUANGSHUANGSHANGSHIJIHUAYIJINGTISHANGRICHENG;JINHUIJIUDAXIANG“ERCICHUANGYE”,FUXINGXIRUZHUWEIQISHIXIANQUANGUOHUAZHURULESHINENG;HUANGTAIZHAIMAOGUILAIGUPIAODAZHANG,ZAIDUSHANGYAN“QISIHUISHENG”……XIBEIJIUWEILAIDEFAZHANZHILURUHE,HAIXUYAOSHIJIANZHENGMING。

KEYISHUO,XIBEIBAIJIUCHANQUDEFAZHANCAIGANGGANGKAISHI,WEILAIDAIXU。

    关键词:金徽酒 青青稞酒 西凤酒  来源:马斐九频道  蒋冰雁
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