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every economic reporter wen menghua every economic editor liang xiao

the annual "golden september and silver october" sales peak season is here again, and major wine companies are gearing up to launch a new round of market competition.

according to incomplete statistics from the reporter of daily economic news, as of now, wuliangye, yangshao winery, tiansai winery and other wine companies have joined the mid-autumn festival galas of various tv stations this year, trying to seize the consumption high ground during the peak season with the help of big ip cultural activities.

in the past two years, the autumn gala and spring festival gala, which have huge traffic, have become a new way for wine companies to "make a name for themselves" and a battleground for their marketing. in nearly 20 major ip cultural activities such as the spring festival gala and the mid-autumn festival gala this year, there are many wine companies.

in addition to betting on traffic secrets, wine companies have also launched "double-festival consumption time" online and offline to further increase marketing efforts. wine tasting sessions, poetry sessions, mid-autumn festival gift boxes, cultural festivals and other methods have emerged in an endless stream to promote sales in various ways.

behind the increasingly fierce marketing is the ever-increasing sales expense data in the "report cards" of a number of liquor companies. according to the data collected by reporters, the sales expenses of 20 a-share listed liquor companies have been rising steadily in recent years, and the cumulative sales expenses in the first half of this year exceeded 23 billion yuan.

as the market becomes more and more “involutionary”, facing the cyclical challenges of destocking and increasing volume, wine companies not only need to “do business in the off-season”, but also need to “grab sales in the peak season”. however, in the era of stock competition, how much business can be brought by spending tens of millions or even hundreds of millions of yuan?