China News Service Client, Beijing, June 16th (Xie Yiguan) "You eat skewers with beer in the Northeast, I am drinking beer and peeling crayfish in Changsha..."
In the summer, barbecue mode was started in many places across the country, and beer began to occupy the C position. This is the consumption of liquor in the off-season, at this time to "add drama" to themselves, many wine companies are busy raising prices.
The picture shows the liquor district in a supermarket in Beijing. Photo by Xie Yiguan
Many liquor companies raise product prices
According to media reports, recently, the Luzhou Laojiao Henan region issued a price adjustment notice, which will adjust the price of the 52-degree national cellar 1573 classic package for the Henan market from June 24, of which the settlement price is increased by 10 yuan/bottle, and the terminal supply price is increased. To 920 yuan/bottle.
In addition, Fenjiu will also adjust the price of its blue and white Fenjiu. According to the news, Qinghua Fenjiu will raise its ex-factory price this month. Among them, 53 degrees blue and white 30 will increase by 100 yuan/bottle; 48 degrees blue and white 30 will increase by 100 yuan/bottle; 53 degrees blue and white 20 will increase by 30 yuan/bottle; 42 degrees blue and white The price increase of 20 yuan is 15 yuan per bottle.
It is worth mentioning that in April, Fenjiu raised the supply price of its 53-degree glass Fen from 480 yuan/piece to 504 yuan/piece, and 42-degree glass Fen from 420 yuan/piece to 432 yuan/piece. Entering May, from May 1st, the price of the 42-degree Böven terminal sign was adjusted to 49 yuan, up 2 yuan; the price of the 53-degree Böven terminal sign was adjusted to 58 yuan, up 3 yuan.
When Fenjiu raised the price of its products, Xifeng Liquor, which is also one of the "Four Great Wines", also issued a notice of "increasing the supply price" to distributors. Since May 16, it will increase the supply price of integrated products.
Earlier, Jinsha Wine also issued a notice saying that the suspension of summary wine billing and delivery will implement a "quota system" distribution management policy, and the ex-factory price outside the contract quota will be implemented at a standard of 10% higher than the price within the quota to achieve " Dual-track price system inside and outside quotas." It is reported that Sands Wines has successively completed price increases for some products in distributor channels, price adjustments in Beijing have been completed, and prices for mid-to-high-end products such as Sands Distillery have increased by about 100-200 yuan, with an increase of 10%-20%.
Alcoholic liquor has also begun to operate. From May 26th, the strategic price of 52-degree 500ml red altar liquor (highly soft) has been raised by 30 yuan/bottle.
It has been reported that the ex-factory price of some Moutai sauce flavor series wine products has been increased by 10%-20%. In response to this, in early April, Guizhou Maotai carried out rumors on the official WeChat. However, according to recent media reports, industry sources disclosed that in May, as the epidemic eased and the economic situation continued to pick up, the price of Maotai liquor began a “leading rise” model.
Industrial Research Securities released a research report on May 25, showing that since mid-to-late March, Maotai's wholesale price has risen from the lowest point of less than 2,000 yuan to more than 2,300 yuan.
Data map: Tobacco and alcohol sales shop. Photo by Xie Yiguan
Light bottle wine becomes the main price increase
The reporter noticed that, unlike the high-end liquor in the past who played the leading role in the price increase wave, this wave of price increase shows the figure of light bottles such as Bofen and Xifeng wine.
Many people may not know what bare wine is? Light bottle wine mainly refers to white wine sold in glass bottles without packaging. Take Xifeng Liquor, Bofen, Niulanshan, Red Star Erguotou as representatives.
In the past, bare bottle wine was synonymous with "cheap" in the liquor industry, and was even called "migrant wine".
"Traditional bare bottle wine has been suppressed within 30 yuan per bottle. Even if there are Niulanshan and Mitsui knife etc. constantly trying to high-end, the overall market is still price-oriented competition. Especially for some famous wine companies, the price of bare bottle wine The low-end knowledge directly limits its enthusiasm for the cultivation of light bottle wine." Liquor industry analyst Cai Xuefei said.
"However, with the rise of China's alcohol consumption sovereignty awareness, especially the pursuit of high-quality white wine by younger groups, the long-tail demand of the market has been further released, and high-end light bottle wine has ushered in new opportunities." Cai Xuefei said.
In recent years, many head wine companies have made efforts to produce high-end light bottles. In April 2019, Luzhou Laojiao launched the "white bottle" of light bottle wine, priced at 298 yuan; in October 2019, Shede Wine launched the Tuo premium T68 at 68 yuan; in November 2019, Langjiu Group launched "Shunpinlang", a new product of Guangping wine, is priced at 68 yuan/bottle and 88 yuan/bottle.
Fenjiu, Xifeng Liquor, which originally occupied the Guangping Liquor market, have also accelerated their branding process in order to consolidate their position.
"This round of price-increasing Guangbo wine is a well-established product of famous wines. It has strong channel bargaining power, a large demand market, and a broad consumption base. A moderate price increase is conducive to enhancing the brand value of the product and maintaining the core of the enterprise. Product image." Cai Xuefei told reporters from China News Service.
The picture shows multiple brands of liquor with promotional labels. Photo by Xie Yiguan
Why do wine companies want to raise their price tags in the off-season?
"It's the low season and the high season, the volume of the peak season is the "unspoken rule" of the liquor industry. Because the sales in the off-season are not as good as the peak season, the adjustment of the liquor price will not cause consumers to have a big antipathy." China Liquor Association said.
"Under the background of the impact of the epidemic on the consumer environment, stabilizing prices through small price increases can stimulate channel sales and prevent sales from falling." Cai Xuefei analyzed, "Regional wine companies raise the prices of leading products, and also use brand advantages to squeeze against the trend. The purpose of the second and third-tier liquor companies' market."
According to data from the National Bureau of Statistics, from January to April, the sales revenue of enterprises above designated size in the brewing industry in the country was 249.73 billion yuan, down 8.59% year-on-year; the profit was 53.64 billion yuan, down 4.56% year-on-year. Among them, liquor sales revenue was 180.174 billion yuan, a year-on-year decrease of 4.79%; but profit was 50.438 billion yuan, an increase of 1.15% year-on-year.
Judging from the first quarter report of liquor companies, in addition to the relatively stable performance of wine companies such as Maotai, Wuliangye, and Fenjiu, other wine companies, especially regional wine companies, have suffered severely. Taking alcoholic liquor as an example, it achieved revenue of 313 million yuan in the first quarter, a year-on-year decrease of 9.68%, mainly due to the epidemic. Sales revenue of alcoholic liquor and Xiangquan series dropped significantly.
In the case of poor liquor sales, many distributors tend to sell at a reduced price. A reporter from Chinanews.com visited the Beijing market and found that many brands of liquor such as Jiannanchun and Fenjiu in the supermarket were labeled with promotional labels. Northeast Securities pointed out that with the rapid recovery of liquor consumption scenarios such as catering terminals, the inventory of famous wine companies has been reduced to a reasonable level, and wine companies also have the basis for price increases as planned.
According to the "6.18" data of an e-commerce platform, at 1 o'clock on June 1, the overall 1-minute turnover of alcoholic goods increased by 400% year-on-year, and the 5-minute turnover of Maotai reached 118 times the same period last year. Niulanshan brand 10 Minute turnover reached 15 times the same period last year.
Have you bought liquor recently? Has the price gone up? (Finish)