huazun cup 16th liquor brand value report: the brand value gap between moutai and wuliangye has narrowed
2024-09-28
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beijing news (reporter qin shengnan) on september 27, the china liquor industry circulation association released the 16th huazun cup china liquor brand value 200 research report, which showed that the double matthew effect in the liquor industry was highlighted, and the brand value of liquor in the liquor industry the growth accelerated in china, reaching 77.19%, while that of wine was only 2.28%. from the perspective of liquor companies, the gap in brand value between moutai and wuliangye has further narrowed.
the report shows that under the background of the global economic downturn, the characteristics of high demand, high profits and high repurchase in china's wine industry have been highlighted, and the brand value has increased by 24.82%. the double matthew effect is becoming more and more prominent in the wine industry. liquor has an increasing proportion in the 200 list, and the siphon effect on other wine types is obvious. from an internal perspective of liquor, the advantages of famous and high-quality liquor are further expanded.
specifically, the brand value of the liquor category has continued to accelerate, increasing from 69.32% in 2009 to 77.19% this year, while the brand value of the wine category has dropped from 4.12% in 2009 to 2.28% this year. the matthew effect also appears inside liquor. among them, the proportion of leading liquors with a brand value of more than 100 billion yuan increased from 40.62% to 60.31%; the proportion of sub-high-end liquors with a brand value of 30 billion to 100 billion yuan increased from 18.21% in 2018 to 21.10% ; the proportion of liquor in the waist and leg segment ranging from 10 billion yuan to 30 billion yuan and below 10 billion yuan has dropped significantly compared with 2018.
looking at the top ten brands in the liquor industry, they are moutai, wuliangye, china resources beer, yanghe, luzhou laojiao, gujing gongjiu, fenjiu, xifeng, tsingtao beer, and anheuser-busch inbev china (including harbin beer). the top ten brands have a cumulative value of nearly 3 trillion.
report screenshot
among them, the brand value between the first-ranked moutai and the second-ranked wuliangye has shrunk significantly. in 2023, moutai ranked first with a brand value of 568.571 billion yuan, ahead of the second-placed wuliangye by 73.478 billion yuan. this year, the brands of moutai and wuliangye the values are 618.639 billion yuan and 604.709 billion yuan respectively. the gap between the two has narrowed to 13.93 billion yuan, and moutai's growth rate has slowed down slightly.
in terms of aroma type, strong-flavor liquor is still the largest category of liquor. among the top 20 liquor brands in terms of value, there are 7 strong-flavor liquors. the total brand value reaches 1999.252 billion yuan, accounting for 42.71%, both in terms of quantity and brand. their value accounts for half of the top liquor market.
the report mentioned that in the five years from 2019 to 2023, china's sauce wine production capacity increased from 550,000 tons to 750,000 tons. against the backdrop of declining overall liquor production, the production capacity of maotai-flavor liquor has bucked the trend, which provides a guarantee for its quality. judging from the general taste of this year’s sauce wine, it is the consensus of the industry that the quality has been greatly improved. therefore, the brand value has also been greatly improved.
from the perspective of liquor-producing areas, guizhou, sichuan, anhui, shanxi, and shaanxi performed outstandingly, especially in guizhou and sichuan production areas. the total brand value of the liquor companies on the list was 165 billion yuan and 157 billion yuan respectively.
editor tang zheng
proofreading lucy
