Buy wine for the New Year? Famous wines are being promoted while playing price increases, but they are not really affordable, so take a closer look

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　　Editor's note:

　　This is the People's Livelihood Investigation Bureau, which has never seen anybody else, investigating changes in people's livelihood.

Follow what you want to follow and what you didn't follow, and investigate what you want to see and what you haven't seen.

　　China Singapore Finance, January 3 (Reporter Xie Yiguan) The new year is approaching, and it is the peak season for traditional liquor consumption.

However, recently, a number of wine companies have made the same move at the same time: increase prices.

Liquor area in the supermarket.

Photo by China News Service reporter Xie Yiguan

Audio frequency of price increase of wine enterprises

　　On December 28, a "Notice on Adjusting the 60-year Price System of Luzhou Laojiao Liquor for a Century" issued by Luzhou Laojiao Liquor Sales Co., Ltd. was circulated on the Internet.

　　The notice shows that the recommended group purchase price of 52-degree cellar-age wine in 60 years is adjusted to 468 yuan/bottle, and the suggested retail price is adjusted to 558 yuan/bottle; the recommended group-purchase price of 43-degree cellar-age wine in 60 years is adjusted to 448 yuan/bottle, and the suggested retail price Adjusted to 538 yuan/bottle; the recommended group purchase price of 38-degree cellar-age wine for 60 years is adjusted to 428 yuan/bottle, and the suggested retail price is adjusted to 518 yuan/bottle.

　　A reporter from Chinanews.com then asked Luzhou Laojiao about the price increase. As of press time, no response was received.

　　This is not the first price adjustment of Luzhou Laojiao recently.

According to media reports, in mid-December, the price of the 52-degree Luzhou Laojiao Tequ Liquor (the time-honored brand) 2018 version and the 38-degree and 52-degree Guojiao 1573 classic terminal channel supply prices in some areas have been increased.

　　It’s not just Luzhou Laojiao. In early December, Wuliangye, another leading wine company, also confirmed to the media that the company did implement the same basic volume price of 889 yuan for the eighth generation Wuliangye, and the incremental price (including group purchases) was adjusted to 1089 yuan to achieve High-quality products are released to the market as planned.

　　In addition, recent news of price increases have also been reported for liquor products under the company's willingness to wine, Gujing Gongjiu, Jiannanchun, Zhenjiu, and Shunxin Agriculture.

Data map: Citizens get information at a Kweichow Moutai counter in a supermarket in Fuzhou, Fujian.

Photo by China News Agency reporter Lu Ming

　　Kweichow Moutai, which is the "weathervane" of industry prices, is still standing still this time, but many people in the industry believe that Feitian Moutai has the conditions to increase prices.

　　An obvious signal is that some brokerages pointed out that recently Moutai distributors have added 800 tons of Feitian quotas. The source of goods comes from the unused direct sales quotas of the Moutai Group. The dealers pay 1479 yuan/bottle, and the suggested retail price is 1499 yuan/bottle. Release the signal of price system reform.

　　On the evening of December 29, the 53% 500ml Kweichow Moutai (treasure) was officially launched. Kweichow Moutai set the tone as "the first high-end product released in the new era of high-quality and strong industry", which was also interpreted as Moutai's "curve price increase" ".

Why are the prices of famous wines increasing?

　　A reporter from China News Network found that this wave of price increases were mostly mid-to-high-end famous wines. In this regard, liquor expert Xiao Zhuqing told China News News reporter that price increases of famous wines are a customary method for wineries to grab channel funds.

　　"Channel vendors generally enjoy the old price before the price increase, and enjoy the new price after the price increase. In this way, all channel vendors will send their funds to the winery before the price increase, and the winery can accumulate before the Spring Festival peak season. Funding." Xiao Zhuqing said.

　　According to Cai Xuefei, an analyst in the liquor industry, the announcement of price increases by liquor companies is also to complete product price upgrades through price increases to offset the rising production and brewing costs.

　　"At the same time, there are also different reasons for the price increase of Wuliangye, Luzhou Laojiao, and Shede and Gujing Gongjiu." Cai Xuefei told reporters that Wuliangye and Luzhou Laojiao are national leading wine companies, and their brand value has been upgraded in recent years in the consumption structure. Get a certain release, the price increase is a marketing strategy that matches its brand value.

Shede and Gujing Gongjiu belong to regional famous wine companies. Although the price increase is a factor of brand appreciation, there is also a demand for industry occupying space under the price belt left by the price increase of top famous wines.

Data map: Zeng Pintang China Old Wine Museum in Nanchang, Jiangxi.

Photo by reporter Hua Shan

　　The reporter noticed that most of the products whose prices were adjusted this time were concentrated in the thousand-yuan price zone.

"This is because after the entire Chinese alcohol consumption structure has been upgraded, it has brought sub-high-end and high-end expansion, and brought new price opportunities, such as business, collection, etc." Cai Xuefei said.

　　"At the same time, the thousand-yuan price band is the core price band that those wine companies that are going national or in-depth nationalization must do. It has the role of brand leadership and the potential to complete the product matrix. Therefore, wine companies focus on the thousand-yuan price list. Occupation and breakthrough." Cai Xuefei added.

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　　Liquor companies continue to raise prices, but retail supermarkets are in a different situation.

　　On December 30, a reporter from Chinanews.com visited a large supermarket in Fengtai District, Beijing. Promotional activities were being held in the liquor district.

“The promotion starts today. Many famous wines are participating in the promotion. For example, this Wuliangye 1618 Luzhou-flavored 52% Liquor 500ml has an original price of 1399 yuan and a promotional price of only 1199 yuan. If you buy two bottles, one bottle will only cost 1050 yuan. It is equivalent to 349 yuan cheaper than the original price." The supermarket staff told reporters.

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

Photo by China News Service reporter Xie Yiguan

　　The reporter noticed that the centuries-old Luzhou Laojiao wine and Luzhou Laojiao Tequ wine and other products involved in the price increase also participated in the promotion.

　　Regarding the promotion of wine companies while raising prices, Cai Xuefei said that this is because wine companies have different channels, such as group buying channels, e-commerce channels, and distribution channels. They have different price systems, so there is a certain price difference.

At the same time, because Chinese liquor has the characteristics of node consumption, in order to facilitate node promotion, there will be a large price difference between the guide price and the terminal transaction price.

In addition, the price increase of liquor has a transition and digestion period, and it is impossible to directly drive the overall price increase of the entire market.

Have you bought baijiu recently? Does it feel like it has gone up or down?

(Finish)