Chinanews client, Beijing, December 16th (Reporter Xie Yiguan) With the arrival of the peak consumption season at the end of the year, everything I eat and drink has taken out KPI momentum, pork prices rebounded, green onion and ginger prices have risen, and liquor has come to join in the fun. .

The picture shows a tobacco and alcohol supermarket in Haidian District, Beijing.

Photo by China News Service reporter Xie Yiguan

Liquor "prices" one after another, Maoxiang wine is the vanguard

  On the evening of December 11, Shunxin Agriculture issued an announcement that it intends to adjust the Niulanshan Sanniu series of products based on the original price: 400ml, 500ml, 1.5L up by 10 yuan/bottle; 255ml up by 6 yuan/bottle.

The price adjustment plan will be implemented from January 16, 2021.

  Shunxin Agriculture is not the first company to announce price increases.

Starting from December 4, the prices of 5 major products and 20 single products of Jiannan Chunjin and Yinjiannan series will be increased across the board, and the terminal will fully implement the new price system.

  Luzhou Laojiao, which was "chosen one of two" by Wuliangye, is not calm.

Starting from December 1, the suggested retail price of Luzhou Laojiao round bottle Erqu 500ml products has been raised by RMB 20 per bottle.

  After combing, we found that Luzhou Laojiao continued to increase prices in the second half of this year.

Starting from September 10, the settlement price of the 52-degree Guojiao 1573 classic package will increase by 40 yuan/bottle, and the settlement price of the 38-degree Guojiao 1573 classic package will increase by 30 yuan/bottle; from November 10, the Luzhou Laojiao Green Wave Erqu, The suggested retail price of Luzhou Laojiao frosted Erqu series products will be increased by 20%; starting from November 16, the execution price of the group purchase of the 60 version of the 52-degree 500ml Luzhou Laojiao Special will be increased by 30 yuan per bottle.

  Compared with the previous wave of liquor price increases, this time Maoxiang liquor is the main force for price increases, and the price increase is even higher.

  From December 1st, the ex-factory price of 53% Hengchang Shaofang Liquor 500ml will increase by 110 yuan per bottle on the basis of the original price.

On the same day, for the Diaoyutai National Collection series, the ticket price for "Guo" was raised by 110 yuan per bottle, and the ticket price for "Tianxia" was raised by 110 yuan per bottle.

  This is the second price adjustment of Hengchang Shaofang Liquor and Diaoyutai Liquor recently.

Starting from November 20th, the ex-factory price of Hengchang Shaofang Classic Pack will be increased by 81 yuan per bottle, and the price of Hengchang Shaofang 1929 Memorial Pack will be increased by 160 yuan per bottle; starting from October 20th, the price of Diaoyutai A and A++ base liquor will increase by 20 yuan. %.

  The price of liquor under Guotai has risen even more drastically.

According to market news, starting from January 1, 2021, the supply price of Guotai national standard wine (500ml, including Yajian version) will be increased by 60 yuan/bottle; the supply price of Guotai national standard wine (375ml) will be increased by 45 yuan/bottle; The supply price of Guotai sauce wine (500ml) will be raised by RMB 30 per bottle.

As early as November 1, the supply price of Guotai Dragon Wine had been increased by 200 yuan per bottle.

The picture shows liquor in a supermarket in Fengtai District, Beijing.

Photo by China News Service reporter Xie Yiguan

Are you raising prices?

Moutai came to a wave of "returning hands"

  In fact, in the second half of this year, Langjiu, Zhenjiu, Xijiu, Jinsha Huisha Jiu, etc., have successively reported price increases.

In addition, it has been reported that the price increase of Moutai series wines such as Lai Mao, Treasure Prince, and Jiangxiang Classic Prince have reached 50%, 55%, and 55% respectively since the beginning of the year.

  However, just as the prices of sauce-flavored liquor brothers have recently increased, Maotai, the "big brother" of sauce-flavored wine, has instead come to a wave of "returning" to the supermarket channels.

According to Gao Weidong, Chairman of Moutai Group, not long ago, "As New Year's Day and the Spring Festival approach, dealers must always do a good job of'controlling prices and stabilizing the market'."

  Recently, whether it is traditional supermarkets such as China Resources Vanguard, Carrefour, and Golden Eagle, or online supermarkets such as Tmall Supermarket, JD Supermarket, Suning.com, etc., all Feitian Maotai are selling at a low price (1499 yuan/bottle).

For example, Tmall Supermarket started the largest single-month supply of Moutai on December 10, and it is expected that more than 400,000 bottles of 500ml 53° Feitian Moutai will be put on the market, about 10 times that of the same period last year.

  The reporter found that Feitian Moutai is still difficult to buy due to restrictions on appointments, lotteries, purchase restrictions, membership, points, and accumulated consumption amount set by major supermarkets.

Some netizens voted on Weibo. Did you grab Moutai today?

Real-time voting showed that only 3,000 people were robbed, and 25,000 were not.

  "Enter the Taobao page and it will be out of stock in one second." Some netizens said, "Grabbing Moutai is all on hot search, no wonder I can't get it at all."

  However, in the offline market, the actual market price of Feitian Moutai has fallen due to heavy sales.

A staff member of a tobacco and liquor store in Xicheng District, Beijing, told reporters, “The price of Feitian was 3,000 yuan before, but now it’s a little bit lower than before, 2980 yuan per bottle, but due to the high demand, it may rise in the future.”

  According to media reports, a liquor dealer in Hangzhou said that the current bulk bottle price of Feitian Moutai is just over 2,400 yuan, while it was still more than 2,500 yuan a bottle some time ago.

The wholesale price of the whole box is higher and relatively stable. The price is 2850 yuan per bottle.

Before the Mid-Autumn Festival, the wholesale price of the whole box was infinitely close to 3,000 yuan per bottle.

Pictured here is a supermarket in Fengtai District, Beijing, where many liquors are on sale.

Photo by China News Service reporter Xie Yiguan

Seller: "You raise yours, I lower mine"

  Liquor companies are happily raising prices, but the retail terminal is upholding the attitude of "you raise yours, I lower mine".

The reporter recently visited offline supermarkets and found that many kinds of liquor are engaged in activities.

  In the Yonghui Supermarket in Fengtai District, Beijing, the liquor section has already put up "Buy 2 get 1 free for the same item of boxed liquor (except for famous liquors and promotional items such as Moutai, Wuliangye, Jiannanchun, Luzhou, Shuijingfang, Yanghe)" Lightweight liquor is 7.9% off (except for promotional items)" brand.

  Although the famous wines in the supermarket do not participate in the "buy 2 get 1 free" event, some products are also affixed with a price reduction label. For example, the original price of 456 yuan Lai Mao inheritance series is only 408 yuan, and the original price of 238 yuan Lai Mao Duanqu is only 188 yuan.

Guojiao 1573 has also joined the price reduction camp, with a promotional price of only 1059 yuan; the promotional price of the 52-degree collection of Jiannanchun is only 698 yuan.

  In another supermarket, the reporter saw that the original price of 52 degrees Jiannan 1988 aging was 498 yuan, the promotional price was 398 yuan, and the red label of "the second item was 1 yuan" was also affixed.

  "The Spring Festival is the peak season for liquor consumption, but according to the situation in previous years, the price before the Spring Festival is even lower than it is now." The staff of Yonghui Supermarket told reporters that there is a lot of room for low-priced wine to drop, and famous wines may drop, but they will drop. Not too much, do not rule out the possibility of price increases.

  In the view of Baijiu industry analyst Cai Xuefei, promotion of some price-increasing famous wines is also normal. “Liquor sales itself has multiple hurdles such as ex-factory price, group purchase price, transaction price, and guide price. Many prices just sort out price tags. Sales are of little significance. They are the performance of a marketing method. Whether the price is upside down depends on the company's brand development stage and market price maintenance."

  "This is actually called a paper price increase. From the guidance price, it has risen, but the market does not accept it. This has a lot to do with product quality, brand tonality, service system and customer stickiness." Food industry analyst Zhu Danpeng said that although the prices of sauce-flavored wine are rising in this wave, how the dividends of the price increase will be realized remains to be seen.

Why the "price increase" of Maotai-flavored liquor?

  "This year, China's Maotai-flavor liquor has entered a phased node of rapid development. Under this circumstance, Maotai-flavored companies that have inventory or base wine are favored by the capital, channel, and consumer sides, and the entire Jiangxiang's bargaining power It has been greatly improved. In order to seize the high ground of the entire brand, wine companies have chosen to increase prices." Zhu Danpeng told a reporter from Chinanews.com.

  In the liquor industry, the Luzhou-flavor type has always occupied half of the country, and the sauce-flavor type is regarded as a "niche player".

However, in recent years, under the leadership of Maotai, Maotai-flavored liquor has shined.

  According to data, in 2019, the production capacity of Maotai-flavor liquor is about 550,000 kiloliters, the sales revenue is about 135 billion yuan, and the profit is about 55 billion yuan. While both sales revenue and profit have achieved a growth of more than 20%, the liquor industry has 7 % Of production capacity, 21.3% of sales revenue and 42.7% of profit were realized.

  Cai Xuefei pointed out that "Moutai's continued high-level operation has brought about an increase in the value of the entire sauce wine category, which has driven the rapid growth of the performance of these sauce wine companies."

  "This year, the sauce wine market has reached an unprecedented'hot'." Qin Shuyao, secretary general of the China Liquor Circulation Association, also revealed that from a national perspective, having a good sauce wine, or even several good sauce wines, is becoming a distributor. "Standard configuration", including some super merchants and big merchants that originally started with strong-flavor wines, have also entered the sauce wine.

Kweichow Moutai daily candlestick chart.

  In the capital market, sauce-flavored wine companies have been frequently affected by capital.

On December 8, the stock price of Kweichow Moutai hit 1875 yuan in intraday trading, setting a historical record. The current market value of Kweichow Moutai has reached 2.3 trillion yuan, ranking first in the A stock market, far surpassing the "second" Industrial and Commercial Bank of China, equivalent to two Wuliangye .

  Many sauce-flavored wine companies have also begun to seek listing.

On May 22, the Securities Regulatory Commission issued a prospectus for Guotai Wine; on June 5, the Securities Regulatory Commission issued a prospectus for Langjiu.

In addition, Sands Wines also reported that it plans to launch an IPO in 2021.

  With performance support, capital, and dealers vying to stock up, the sauce-flavored wine companies are confident in raising prices.

What is your opinion on this?

(Finish)