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Against the backdrop of the adjustment cycle of the liquor industry, senior executives of major liquor companies have started intensive visits and research. Following Kweichow Moutai (600519.SH) and Wuliangye (000858.SZ), Langjiu executives also launched intensive research.

On July 19, the reporter learned from Langjiu that Wang Junlin, chairman of Langjiu Group, led a team to conduct intensive research on Langjiu markets in Shaanxi, Shandong and Jiangsu from July 10 to 17. He visited more than 100 core distributors of Langjiu's various business units in Xi'an, Jinan, Liaocheng, Heze, Zibo, Qingdao, Xuzhou, Suzhou and other places, presided over a symposium with merchants, listened to the operating conditions and problem feedback of the participating merchants, and made work instructions based on the different situations in local markets.

During the survey, Wang Junlin said: The new round of market adjustment is a protracted battle, and Langjiu has made sufficient preparations and responses. Merchants have always been Langjiu's partners and comrades-in-arms. Langjiu will fully support core merchants to become stronger and bigger. What Langjiu can do, should do, and must do is to "upgrade thinking, team, and products" under the guidance of the idea of ​​"long-termism, altruism, and winning the battle", face all uncertainties with a certainty mentality, integrate manufacturers, execute tenfold, and persist a hundredfold to win the battle.

Specifically, in terms of dealer strategy, Wang Junlin emphasized the need to unwaveringly adhere to the concepts of "customers are the most important" and "supporting good merchants and building big merchants", dynamically match resources, and ensure reasonable profits for merchants.

According to the reporter, as early as 2020, Langjiu Group had clarified the strategy of "supporting good merchants and cultivating big merchants". At that time, Wang Junlin made it clear at the Qinghualang press conference: "Langjiu wants to make merchants larger and more profitable, and to make them bigger, stronger and longer; support big merchants and cultivate good merchants; stabilize small merchants and eliminate inferior merchants; ensure product prices are stable and increase merchants' profitability; use three years to adjust the merchant structure, stabilize and support a group of big and good merchants."

It is worth noting that in the context of the liquor adjustment cycle, the prices of some liquor products fluctuated greatly, and the phenomenon of terminal price inversion was more obvious. In addition, some liquor manufacturers introduced "price increase" strategies, which further compressed the profit margins of terminal merchants.

Therefore, Langjiu emphasizes that "ensuring reasonable profits for merchants" is particularly important. An industry insider told the reporter of Nandu Wancaishe: "Only by allowing merchants to make money can we ensure that channels will actively recommend related liquor products, which is also conducive to helping distributors to reduce inventory, etc."

In addition to Langjiu Group, senior executives of Moutai and Wuliangye have also been conducting intensive market research recently. From June 25 to 30 this year, Wang Li, deputy secretary of the Party Committee and general manager of Kweichow Moutai Group, led a team to conduct market research in Shanghai, Zhejiang, Jiangsu, Beijing and other places, and held market work meetings in Jiangsu, Shanghai, Anhui and Beijing, Tianjin, Hebei, Inner Mongolia, Heilongjiang, Jilin and Liaoning in Nanjing and Beijing on June 28 and 30 respectively. Zeng Congqin, secretary of the Party Committee and chairman of Wuliangye, led a team to conduct market research from June 18 to 20, and went deep into the market to understand the sales of Wuliangye brand and Wuliangye Luzhou-flavor liquor brand, and study market trends.

Zhang Haixia, trainee reporter at Nandu Wancaishe