Chinanews.com, November 25th (Zuo Yuqing, Zhongxin Finance and Economics) As Argentina VS Saudi Arabia and Japan VS Germany were upset in the World Cup, some people celebrated with carnival, and some raised their glasses to relieve their worries. "Beer + barbecue" has become The standard package for fans watching the World Cup.
It is worth noting that during this World Cup, baijiu also came to join in the fun.
A number of liquor companies launched collection wine
Recently, some liquor companies have released promotional activities, which have created a wave of presence in the World Cup promotion.
For example, Luzhou Laojiao launched the "Open Black Cover Together" campaign in several cities, with prizes including free black covers, limited jerseys, and game peripherals; Shares promote its products in the name of "CCTV's top football match partner".
In addition, some liquor companies have launched limited-edition collections related to the World Cup, which has stirred up topics in the liquor circle.
Screenshot of Wuliangye WeChat public account
For example, Wuliangye has launched a collection of wine with a football-shaped bottle cap, priced at 2,800 yuan, and limited to 10,000 bottles.
Luzhou Laojiao launched the official authorized liquor for the World Cup in Qatar - the co-branded Guojiao 1573, priced at 2,022 yuan, limited to 36,000 bottles for sale through all channels, and spread posters all over the homepages of major e-commerce official stores.
Zhongxin Finance noticed that at the official flagship store of Luzhou Laojiao Douyin, the pre-sale of this collection of wine has been shown to be sold out. The anchor of the live broadcast room told Zhongxin Finance that at present, they can only wait for the unpaid orders to be released.
"I made an appointment after grabbing it twice, but I don't know if it's worth buying." A consumer said so.
Can beer consumption home baijiu qualify?
With the acceleration of the pace of baijiu going overseas, it has become the choice of many baijiu companies to increase brand exposure in international sports events through sponsorship and other means.
In 2018, some liquor companies even directly pulled the propaganda front to Russia, the host of the World Cup.
However, under the influence of the epidemic, some liquor companies still shouted the slogan "If you are not in Qatar, you are also at home".
But in the home market of beer consumption, can liquor companies win the "qualification" in the World Cup marketing battle?
Luzhou Laojiao's Douyin official flagship store, the pre-sale of this collection wine has been sold out.
Screenshot from Douyin
Cai Xuefei, general manager of Zhiqu Consulting and liquor industry analyst, believes that compared with previous World Cups, this World Cup is special.
"This year's World Cup began in the northern hemisphere in winter, which coincides with the traditional liquor consumption season; men, as the main audience of the World Cup, are also the main consumer group and target marketing target of liquor, so liquor companies will also carry out more frequent marketing, Advertise."
In recent years, with the strengthening of the cultural attributes of alcohol consumption, cross-border marketing of liquor is not uncommon.
As for whether the collection of wine can be popular, Cai Xuefei said that the collection of wine is mainly aimed at the enthusiast group and the collection investment market.
"Considering the relatively high retail price and the scarcity of quantity, these co-branded wines also focus on the concept of investment appreciation."
Behind the "rub" heat: the pressure to destock still exists
Open the lid to win free, give prizes to guess, promote collection of wine... Behind the seemingly lively marketing of liquor companies, there is also the trouble of destocking.
Earlier, industry insiders told Zhongxin Finance that due to the high inventory of the entire liquor industry in the first three quarters and insufficient sales in the liquor market, inventory pressure may intensify in the fourth quarter.
Although the fourth quarter is the traditional peak season for liquor consumption, due to the impact of the epidemic, there is still a lot of pressure to destock liquor.
In Cai Xuefei's view, the World Cup hits the peak season of liquor sales, so liquor companies have to seize the opportunity: "Through advertising during the World Cup to drive certain brand sales, reduce inventory, and increase brand exposure, to ensure the normal sales rhythm of enterprises."
Recently, Kweichow Moutai disclosed the operating data of Moutai as of November 21.
Screenshot from Shanghai Stock Exchange.
The market pressure also gave to the "big brother" of liquor, Kweichow Moutai.
Although it did not participate in the World Cup carnival, Kweichow Moutai recently disclosed the operating data of Moutai liquor as of November 21 after the stock price fell to nearly 1,500 yuan.
Statistics show that the tax-included sales revenue of Moutai has exceeded 100 billion yuan this year.
From the perspective of the industry, Moutai's move is undoubtedly to stabilize the stock price.
"Since the beginning of this year, Moutai has repeatedly broken the convention and disclosed relevant operating data. As an industry leader, this move also has the effect of boosting market and channel confidence and stabilizing consumers." Cai Xuefei said.
(Finish)
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