Original first-timeKe
In the past year, poor sales and inventory backlogs have long become the core pain points of liquor. Based on this, the hope of all parties in the Spring Festival in 2024, I hope that they hopeUse the Spring Festival to fight a "turning battle".
Data show that as of February 16, the cumulative number of Spring Festival in the country 22 days before the Spring Festival has reached 5.593 billion.According to the market research on Chengdu, Zhengzhou and other places in many places such as the vertical media wine industry, the banquet booking rate of most restaurants in the Spring Festival in 2024 was close to 100%.
But after leaving the special time node of the Spring Festival, liquor will also face the core propositions that young people do not buy in the future.It is difficult to really drive young people into liquor.
Moutai Index
Last November 1st, GuizhouMoutai raised its price after nearly six years, and decided to increase the companys 53%VOL Moutai (Feitian, five -star) factory price, with an average increase of about 20%.
Subsequently, the liquor brands in the middle waist raised their prices on their own products, until the Spring Festival holiday was approaching, and another player- Only finally confirmed the price increase.
Moutai has the significance of a type of pricing index for the entire liquor industry.The status of this type of pricing index is similar to the Coca-Cola in the beverage industry, in the mobile phone industry, even if friends and merchants marketed their own products in front of the media, returned to the companys internal meeting.In the case, it is still necessary to pricing with it as a reference.
Taking Coca -Cola as an example, when it is priced at 3 yuan, the ice black tea owned by Master Kang, this raw material does not have fruit juice.The main positioning is to quench thirst, the upper limit of its pricing is 3 yuan. Unless the concept of "zero sugar and zero fat+additional value points" is the new concept of carbonated drinks unless it is like the vitality forest.Yuans pricing.
In the liquor industry, Maotai basically establishes the upper limit of the category. This is the comprehensive market education including consumers mental training, sales channels, and production.It is simple to understand that in the current liquor market, Moutai basically defines the product form, and other brands have never been able to jump out of the framework and system formulated by Moutai.
Although Moutai has not adjusted the factory price for a long time in the past for a long time, the terminal retail price has been soaring, which has strengthened the rise of other brands, especially the middle waist brands,Decision, indirectly contributed to the brutal growth of liquor in the past few years.
As the industry enters the stage of the stock market, the pricing system of the entire industry is relatively mature, and it is difficult to have the middle waist dare to rashly raise prices.Then dare to adjust the original price collective adjustment.
mid -to -high -end famous wines are continuously selling well, low -end liquor consumption downgrade is widely welcomed by the public, but the mid -waist brand is in an embarrassing situation of "not unhappy".For mid -waist brands, Moutais price lifting is similar to the general rise in the entire industry. If Moutai has missed the window of Moutai this time, I do not know how year and month.
Lost the young people
In terms of terminal performance, the liquor industry is still "chilling", and the phenomenon of high inventory and inversion of price has not improved.
First -level dealers with wine companies said that the liquor market is still dominated in the first half of this year. It is expected to enter a new round of recovery cycle in the second half of this year, and with the consumer marketThe changes in the group are expected to perform a wave of marketing operations through special nodes such as the Spring Festival to complete most of the performance.
With the group with the only woman as the main body of the only woman as the main body as the main body of the post -90s and post -00s, "broken relatives" became a certain inevitable. They for their brothers and sistersThe concept has been raised from the "brothers" of his father to his "cousin", and it is difficult to restrain them with too much blood and geographical relationships.
That is to say, the scene of peoples passing Spring Festival is changing, and it is gradually switched from a large family dinner to a small family gathering.Tourism and vacation models.
When the current consumption is downgraded, most peoples consumption choices are becoming more conservative and rational.The scenes such as wine appear unusual, which also causes the frequency of liquor to decrease during the Spring Festival.
The frequency of frequency of appears to make the ecosystem of liquor in the Spring Festival directly, from the "large tube full tube" and "one drunk party" to todays drinkingCopy the elders.
However, wine companies still adopt traditional methods for marketing during the Spring Festival.Guoxin Securities recently pointed out that the liquor brand will continue to focus on "promoting sales and destocking".Due to the rear of the Spring Festival in 2024, the liquor industry is now in the "opening of the door" in the channel. It is expected that the terminal and consumers in the first half of the Spring Festival will have obvious stocking.
The 7 liquor brands of Gujing Gongjiu, Moutai, Jinjiu, Shuijingfang, Langjiu, Yanghe Dream Blue, and Wuliangyes 7 liquor brands were unveiled in 10 minutes before the Spring Festival Gala.There are many white wine advertisements in magic and host population.In addition to the CCTV Spring Festival Gala, the local Spring Festival Gala brands have also appeared frequently. Blue and white Fenjiu and Red Flower Lang became the exclusive title of 2024 Beijing Satellite TV Spring Festival Gala and Sichuan -Chongqing Spring Festival Gala. Gujing Gongjiu also exclusively named Jiangsu Satellite TV,Anhui Satellite TV Spring Festival Gala.
Equal youthfulness
liquor is not trying to fight foryoung people.
In September last year, Moutai and Ruixing Coffee jointly launched the "sauce latte".The hot sales of most stores are difficult to find. The sales volume of the single product exceeded 5.42 million cups on the first day, refreshing the record of Ruixing single product.In the same month, Moutai joined hands with Dove to launch Mao Xiaolings chocolate. On the first day of sale, the platform was sold out.
At that time, a lot of voices believed that this was the active innovation of Moutais lower body, with "the first cup of young people" as a traffic password. I hope to open the young group in this way.Consumption barriers.
Song Shuyu, the chairman of the China Wine Industry Association, said that with the rise of young Chinese consumers, liquor companies must keep up with their changing consumer concepts and lifestyles.Many liquor companies have also pioneered new media matrices such as Douyin and Xiaohongshu.Through interactive collaboration with various Internet celebrities and micro -celebrities, the popular videos that harvested thousands of forwarding and played calls have opened a new opportunity for the brand youth.
The young people group is more interested in the low -degree wine of slightly sweet drinking, the price is highly sensitive, and the fashion trendy wine label is like.Therefore, the proposition of liquor youth should change the product form of liquor, not the cross -border of the "liquor+" model.
In terms of channels, the beneficiary of the young liquor will be e -commerce, convenience stores, and supermarkets, not traditional tobacco hotels.Youngization is bound to change the distribution of the original channel interests.
After all, the proposition of liquor youthful is to put white wine with beer and soft drinks in a category to compete.
For wine companies, it has formed close interests with channel dealers, and most of them have the phenomenon of distributors or indirectly holding stocks.As early as 2017 "National Taiwan Listing and Equity Cooperation Signing", 102 dealers and investors joined the Stock Incentive Plan of Guofei.According to the prospectus, among the top five customers of the company, Guangdong Yueqiang holds 1.19 % of Guofei Wine Industry, and Carter Vera International Trade Co., Ltd. holds 1.24 % of Guogai Wine Industry.
Baijiu manufacturers first face dealers, not consumers.As long as the dealers increase the stocking efforts, the sales of the winery will naturally go up.With the promotion of listing expectations, these shareholders can make a lot of money through equity, have sufficient motivation to order and stock up, and gang Guotais performance.
Perhaps, only by forceing the real desperate can the liquor can make liquor reform and implement a youthful strategy.
Reference Data:
Tencent NewsDare to rise 20 yuan "
Blue Whale Finance" Spring Festival wine consumption is polarized, is the "spring" in the liquor industry coming?"
