Yangcheng Evening News reporter Cheng Xinghuan intern Xiao Yu

　　The 2nd Guangzhou China Wine and Spirits Exhibition, which opened on February 26, is underway.

As the first exhibition of the annual wine industry, the scale has increased from 20,000 square meters last year to 40,000 square meters, with about 400 companies participating.

As an industry that has attracted much attention in the consumption field in recent years, the large-scale exhibition has also "revealed" the development trend.

The reporter noticed during the on-site tour that most of the exhibitors are Guizhou sauce wine enterprises, and the sauce wine craze is still hot, and it is still a hot spot of capital attention.

　　Concentration is further improved

　　At the exhibition site, Yelanggu Wine Industry, Qianjiu Co., Ltd., Baowen Famous Wine, Rongda Sauce Wine, etc. from Guizhou, the dark horse sauce wine brands that have entered the industry in recent years, have all displayed the major brands of key promotions, and look forward to the exhibition. Shangneng can expand its distribution and channels through investment promotion.

In addition, there are also local distribution groups participating in the exhibition, such as the hometown of Henan, and the products displayed are also co-branded customized products with major sauce and wine manufacturers such as Diaoyutai and Guotai.

　　"From the stage of China's wine industry, the volume of the wine circulation market exceeds 1.5 trillion yuan, and it is expected to reach 2 trillion yuan in the next few years, becoming the world's first wine consumption market. This is an epoch-making opportunity and Challenge." Liu Yuan, executive vice president of China Alcohol Circulation Association, said at the opening ceremony of the exhibition.

But on the other hand, with the continuous reduction of the number of enterprises above designated size and the continuous reduction of production capacity, the liquor industry has also entered the era of stock competition.

　　He Jihong, president of the China Non-staple Food Circulation Association, said at the exhibition that the number of enterprises above designated size in 2017 was 1,539, and in 2021, it will drop to 965, a decline of 39%.

"From the sales data of private enterprises, the turnover of first-line brand enterprises and branded wine represented by Moutai has continued to increase significantly in recent years, and the market share has continued to expand. The brand concentration of the entire liquor industry has been further improved."

　　The threshold of sauce wine production is raised

　　It is understood that since the second half of last year, the liquor industry has entered a supply-side structural reform, especially with the gradual deepening of production capacity reduction and structural adjustment, the liquor industry as a whole has shown a steady decline in scale and a gradual increase in output efficiency. new features.

Brand concentration continues to increase, new strategic price bands appear, flavors return to rationality, and the sauce and wine industry also begins to adjust rationally.

One of the manifestations is that the liquor industry has entered the category of capital controls that the state focuses on industry while frantically expanding its production capacity.

　　In this regard, sauce wine expert Quan Tu believes that the competition on the sauce wine track has entered the midfield, shifting from category expansion to brand competition.

Scale production capacity is one of the most important foundations for an enterprise to stand out from the competition, and it is also a moat.

"In 2022, if the mainstream sauce wine enterprises do not cross 1 billion yuan, there will be no chance to enter the second half of the development." He said that the production capacity of 5,000 tons in the future is the production threshold for sauce wine enterprises, while 20,000 tons is for mainstream sauce and wine enterprises. The entry threshold, 50,000 tons will become the threshold for mainstream sauce wine enterprises.

　　Based on the industry's perception of this threshold, many new soy and wine companies at the China Wine Exhibition have also released their layout strategies, especially competing for key markets.

According to industry research, in 2021, the consumption of beverages in Guangdong will increase by about 20% compared with last year. Among them, sauce wine has the largest growth rate. Guangdong sauce wine has developed towards the trend of brand concentration and high-end quality.

Yelang Gujiu, which has already ranked among the "Top Ten Chinese Soy Sauce Liquors", announced yesterday the establishment of an operation center in southern China, and released a development strategy to enter the target of 1 billion yuan in Guangdong.

South China Operation Center is Yelanggu's fourth regional operation center after North China Operation Center, Central China Operation Center and East China Operation Center.

Previously, Yelanggu has made key breakthroughs in East China, Central China, South China, Northwest China and other markets.

"Guangdong sauce wine market has three major characteristics: large enough capacity, openness and tolerance for foreign brands, and high-end wine sales ranking first in the country. And the concentration of brands in the Guangdong market is also at the forefront of the country. Choosing to go deep into Guangdong and South China at this time is the most important thing. It's a good time." said Wang Dong, director of Yelang Ancient Wine Co., Ltd. and general manager of the sales company.