Guangzhou liquor sales far exceed expectations during Spring Festival
Sales at dealers, catering channels and terminal retail platforms have all improved, and sales of high-end and mass-priced liquor have increased significantly.
Industry focus
"I didn't expect that the liquor sales in the Guangzhou market would be so good during the Spring Festival this year!" Peng Hong, president of the Guangdong Liquor Association, expressed his joy to reporters yesterday.
In the past few days, reporters' investigations have found that, as Peng Hong said, Guangzhou's liquor sales during the Spring Festival of the Year of the Dragon are very impressive.
Liquor dealers, catering channels and multiple terminal retail platforms all said that the Guangzhou liquor market sales improved far beyond expectations around the Spring Festival.
Whether it is high-end famous wines or well-known liquors at mass prices, sales have increased year-on-year.
Liquor sales on platforms have even more than doubled year-on-year.
Some liquor dealers said that the inventory has been cleared a lot, which has greatly reduced the sales pressure this year.
On February 21, liquor stocks in the A-share market surged higher, with the stock prices of 20 liquor companies rising across the board.
Yingjia Gong Liquor, Shede Liquor, Golden Seed Liquor, and Rock Shares once hit their daily limit.
Many securities research and reporting institutions believe that this year’s Spring Festival liquor consumption is better than expected.
Some liquor brands have achieved both volume and price increases
The reporter's investigation found that compared with catering stores, liquor consumption at retail terminals is stronger.
In a wine cellar in a supermarket in Tianhe, Mr. Lin, a staff member, said that sales are strongest on the eve of the Spring Festival. High-end famous wines such as Moutai that cost more than 1,000 yuan have risen in volume and price. The retail price of 500ml 53-degree Feitian Moutai is 200 yuan more expensive than last year. , more than 100 were sold around the Spring Festival.
Liquor sales of best-selling brands all increased year-on-year.
Popular “ration wine” such as Luzhou Laojiao Touqu, which sells for 138 yuan per bottle of 500ml, is also very popular.
Mr. Lin said that the sales of liquor in the mid-range price range of 300 to 600 yuan have also "out of the circle", especially gift boxes are more popular.
Zhang Junyu, the person in charge of the Juntao chain store, told reporters that with the vigorous promotion on the eve of the Spring Festival, the sales of famous wines have increased significantly, with Moutai having the largest volume. The sales of Wuliangye, Jiannanchun, Xijiu and other famous wines have also increased. The two weeks before the Spring Festival are the sales The highest peak.
"This year's Spring Festival also has a notable feature. Liquor priced at 300 to 500 yuan sells better, and its share has expanded compared with the same period last year."
From January 18 to February 17 this year, the sales volume of 1919 Liquor Direct Supply Stores increased by 14.06% compared with last year’s Spring Festival.
Judging from the ranking of Guangzhou stores, 53% Xijiu Cellar 1988 500ml, 52% 8th Generation Wuliangye 500ml, 53% Blue and White Fenjiu (20) 500ml, 53% Huanggai Fenjiu 475ml, and 53% Xijiu Junpin 500ml are among the top five.
"The atmosphere for liquor consumption in Guangzhou is very good, especially in the half month before the Chinese New Year, when sales soared. Scenes such as drinking wine and giving gifts at annual meetings accelerated liquor consumption." Lin Dongdong, sales director of Guangzhou Guangxing Lake Liquor Industry, told reporters that Wuliangye's sales during the Spring Festival The price has also increased by 10 to 20 yuan/bottle.
Liquor consumption in catering channels is relatively “calm”.
Luo Aijun, general manager of Guangzhou's well-known Cantonese cuisine brand Sky One, said that alcohol consumption is high from the evening of New Year's Eve to the first day of the new year.
She said that consumption of famous wines priced at 1,000 yuan, such as Moutai and Wuliangye, is more mainstream.
Basically, in the lobby, alcohol consumption reaches 30%, of which nearly 80% is liquor consumption.
Orders for high-end liquor on one platform tripled
Relevant parties of Meituan Xiaoxiang Supermarket said that liquor is increasingly appearing in daily food accompaniment orders.
According to statistics, since the New Year Festival began, the sales volume of liquor at Xiaoxiang Supermarket has more than doubled year-on-year.
Among them, orders for high-end liquors such as Moutai, Wuliangye and Jiannanchun have tripled; online sales of liquor brands such as Baibaidu and Jiujiang Shuangzheng have also doubled.
Tmall Supermarket told reporters that during the Spring Festival (2.1~2.16), Tmall Supermarket’s overall alcohol sales increased by 65% year-on-year during the Spring Festival last year, of which the growth rate of liquor reached 90%.
In terms of consumption level, the unit price of liquor customers has increased by about 20% this year.
Guangdong Province is a major alcohol consumption province, accounting for more than 9% of the total.
In terms of transaction volume, Wuliangye sold best during the Spring Festival. In terms of order quantity, Luzhou Laojiao was the most popular.
analyze
One month before the Spring Festival, many people in the industry were worried about the slow sales of liquor.
Peng Hong said: "There was not much activity for a month before the Spring Festival, but it suddenly became popular 10 days before the Spring Festival." He analyzed that this year's Spring Festival holiday is long and there are many opportunities for mass gatherings; in addition, the generous preferential measures implemented by liquor companies last year also Add fuel to the flames.
He believes that restaurants should become a key expansion channel in the future.
Ping An Securities’ research report pointed out that during the Spring Festival this year, liquor terminal store shipments accelerated, sales picked up, product pricing performance was strong, and the overall performance was better than expected.
Some brokerages have a "buy" rating on some liquor stocks because the valuation of liquor stocks has bottomed out and may show differentiated growth in the future, and they will focus on strong brands.
Text/Guangzhou Daily All-Media Reporter Zeng Fanying