Reporter Meng Gangwen/photo

　　With the rapid development of the bare bottle wine market, as brands such as Shanxi Fenjiu and Luzhou Laojiao test the water in the price range of 100 yuan for bare bottle wine, the price ceiling of bare bottle wine has been continuously broken through, and it is already close to the mid-end of many wine companies. Boxed product price.

Can a hundred yuan light bottle wine be recognized by consumers and become the mainstream?

What are the future market requirements for brands and products?

A few days ago, a reporter from "China Consumer News" conducted an investigation and interview on this.

　　Liquor companies deploy the market in the 100-yuan range

　　Light bottle wine is also called naked bottle wine, that is, there is no packaging box, and consumers can directly see the liquor in the bottle.

The "Four Famous Liquor", namely Moutai, Fenjiu, Luzhou Daqu, and Xifeng Liquor, which were born in the first National Liquor Appreciation Conference in 1952, were all shown in bare bottles.

　　At present, the bare bottle wine on the market is mainly divided into three categories, namely, the public just-needed wine below 30 yuan, the mid-to-high-end bare bottle wine around 50 yuan, and the high-end bare bottle wine around 100 yuan.

Nowadays, more and more wine companies are launching bare bottle wines priced at 100 yuan.

　　On August 6 this year, Fenjiu·Gift Edition was launched with a market retail price of 109 yuan per bottle.

According to public information, Fenjiu·Gift Edition is a mid-end product priced in the price range of 100 yuan that Shanxi Fenjiu launched based on the original glass bottle of Fenjiu.

It is understood that on June 21 this year, Luzhou Laojiao’s strategic core single product, the black cap, was officially launched, priced at 98 yuan per bottle.

Fenjiu·Gift Edition is a light bottle product with a price of 100 yuan launched by another wine company.

　　In addition to famous wine companies, earlier this year, Xufu Liquor also launched a classic white cap product, priced at 99 yuan per bottle.

At the beginning of July this year, Jinhui Liquor’s new product, Golden Gold Emblem, was launched, and three new products were released in a row——Gold Award 1988, Gold Award 1993, and Gold Award 2018. The prices were 68 yuan, 98 yuan, and 158 yuan per bottle respectively; Xiaobai's 10th anniversary special edition gold cover, Badaling silver cover with a price of 88 yuan per bottle from Xiaofang Liquor Industry, Gujing Liquor launched by Gujing Gongjiu, Cifen from Guangliang 59 and 53 degrees, grain sauce from Yedao, The price of a single bottle of products such as Yidanliang's Blooming Life·Golden Vase is set at around 100 yuan.

　　Market expansion brings new opportunities

　　Whether it is a famous wine company in a national region or a local company, they have set foot in the hundred-yuan light bottle liquor market one after another, and new products are coming out frequently.

According to the reporter's understanding, it is mainly due to the huge market expansion bonus in the liquor market.

　　Statistics show that in recent years, the market structure of low-end and mid-end light bottle wine has tended to be stable. The products represented by the old village head, Niulanshan Erguotou, glass bottle Fenjiu and other large single products have many varieties, scattered layout and fierce competition.

Therefore, cutting the "cake" of the high-end market has become a new development opportunity for the current light bottle wine market.

　　Cai Xuefei, an expert in China’s wine industry think tank, believes that the main reason why companies launch 100-yuan light bottles of wine is that the overall domestic alcohol consumption is upgrading, which has led to the expansion of social consumption of alcohol products.

Wine for social consumption has certain requirements for brand, quality, and price. It is this market that 100-yuan bare bottle wine is entering. In other words, some wine companies cater to consumers’ consumption by launching 100-yuan bare bottle wine. Awareness upgrade and demand for brand and quality, so as to obtain new market increment.

　　From the perspective of the enterprise, according to the comprehensive analysis of Haige Consulting, the light bottle wine in the price range of 30 yuan to 100 yuan has a relatively high risk resistance cycle and ability, and it continues to grow even under the influence of the epidemic.

In other words, compared with high-end liquor that costs hundreds or even thousands of yuan, bare bottle wine is more resistant to risks.

　　From the consumption point of view, more rational consumers expect companies to use the packaging cost saved by light bottles of wine to improve the quality of wine, so as to meet the pragmatic consumption of self-drinking and other consumption scenarios, forcing some wine companies to launch better quality wines. , Lower priced products.

Li Zhenjiang, senior partner of Hejun Consulting and general manager of the wine business department, said that with the upgrading of the consumption structure, consumers who used to drink low-end bare bottle wine and low-end boxed wine are increasingly becoming users of high-end bare bottle wine. At the same time, high-end bare-bottle wines are also constantly squeezing the market share of boxed wines at the same price and at the upper and lower levels.

Ouyang Qianli, a researcher in the wine industry, also holds the same view. He believes that some wine companies launch 100-yuan light bottle wines, in fact, more to replace the original low-end boxed wines and boxed wines of small and medium-sized wine companies in the region.

　　Anxin Securities Research Report pointed out that the current 40 yuan bottle of wine is accelerating the replacement of 50-60 yuan boxed wine.

In the future, with the further upgrade of consumption awareness, bare bottle wine is expected to break through the price range of less than 50 yuan, and gradually make efforts to 50-100 yuan, further divide the share of boxed wine, and expand its own market capacity.

　　Brand quality is the core key

　　The advantage of bare bottle wine lies in its affordable price and high cost performance. At present, most of the mainstream products are below 50 yuan.

From the price point of view, the price of a bare bottle of wine with a price of more than 100 is already close to the price of mid-range products of many liquor brands. Can consumers accept it?

　　Take the "Fenjiu Gift Edition" product as an example. On December 4, the reporter found that the price of the 475ml single bottle of "Fenjiu Gift Edition" on major e-commerce platforms exceeded the retail price by 109 yuan. It was sold for 138 yuan, which is the same price as Fenjiu’s mid-end product boxed “Old Baifen 10”.

In the product question and answer column of "Fenjiu·Gift Edition" on a certain platform, many consumers asked questions such as "which wine tastes better compared with Laobai Fen 10", and compared high-end light bottle wine with mid-end wine. The price of liquor for comparison.

　　Liu Shengsong, general manager of Jiance Strategic Consulting, believes that the layout of the 100-yuan bare-bottle wine market by wine companies should be strategic, and it is to control the future price commanding heights of the light-bottle wine category.

At the current stage, we can only cater to the needs of niche groups and promote the conversion of boxed wine consumers.

　　In terms of product packaging design, Ouyang Qianli said that from the perspective of "appearance", the "appearance" of most high-end glossy bottle wines is close to "light luxury". "Presented in front of the camera, it is easy to spread on social media.

　　However, some experts believe that the price of light bottle wine products is currently being upgraded, and the price range of 100 yuan must be supported by brand and quality.

Xiao Zhuqing, an expert in alcohol marketing, said that at present, the core consumer group of liquor is undergoing intergenerational changes, and the post-80s and post-90s have become the backbone of mass consumption. The evaluation of the value of liquor is more focused on the product itself, showing a younger consumer group. , the trend of personalized and high-quality consumer demand.

　　Judging from the current market development, the high-end light bottle wine market still needs more consumer experience and the leadership of top companies.

Xiao Zhuqing believes that in the bare bottle wine market, when the mainstream consumers upgrade from pursuing low prices to the new generation of consumer groups who pursue quality and spiritual resonance, the high-end bare bottle wine market with a cluster of famous wines becomes the place to show the high brand value. "battlefield".

Brand and quality will become the two core key points of high-end light bottle wine.

　　Cai Xuefei said that 100-yuan baijiu has actually become a threshold product for social consumption. Consumers have requirements for brand and quality, and only first-line famous wines and provincial-level famous wine companies have the required hardware conditions.

High-end bare bottle wine is an important market segment, but it should be noted that the product image of bare bottle wine itself is relatively simple, and it does not have much advantage in the banquet market. After all, social drinking often pursues the explicitness of value. And packaging is an important means of value display, while high-end light bottle wine is relatively weak in this respect. At present, it is more promoted among some niche consumer groups who have high requirements for quality. It will become an important market supplement for a period of time, but the development prospect is still very optimistic.