news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

source of this article: times finance author: xing wenwen

“liquor stocks have surged for 5 consecutive trading days” and “the cumulative gains of 20 liquor stocks have exceeded 30%.”… in the past week, the feast of the liquor secondary market has restarted, but in the terminal market, it is a different scene.

"this year's national day is not so busy. dealers generally report that their business is difficult this year and sales have dropped significantly." before the national day holiday, zhang teng (pseudonym), the sales manager of a southern sauce wine brand, told times finance.

over the years, the "golden nine and silver ten" periods have been the peak season for liquor consumption. from the mid-autumn festival and national day to the end of the year, people visit more relatives and friends, have dinner parties and give business gifts. the demand for liquor consumption increases greatly, and the price of liquor will also rise. however, the market is showing a "slow peak season" trend.

recently, times finance visited the terminal liquor market and found that many liquor products are being discounted and promoted, and cost-effective products priced between 300 and 500 yuan are relatively popular. as a manufacturer representative, zhang teng also clearly felt the changes in liquor consumption this year. during the national day, the best-selling products dropped from more than 1,000 yuan last year to 300 yuan to 500 yuan this year.

while launching holiday promotions, the winery is also actively striving for performance in the last quarter of 2024 through factory tours, altar closing ceremonies and other activities.

light bottles of wine are also discounted, and the price of feitian moutai is recovering

on the eve of national day, times finance visited many supermarkets, tobacco and alcohol stores in guangzhou and found that the prices of liquor products have generally dropped.

on the liquor shelf of a supermarket chain,luzhou laojiaovarious products of national famous wines such as yanghe, langjiu, baibaidu mudu, etc. all have price reductions to varying degrees. for example, luzhou laojiao’s 52-degree premium first song double pack dropped from 369 yuan/set to 339 yuan/set, and yanghe tianzhi blue classic 42-degree dropped from 468 yuan/bottle to 358 yuan/bottle. in addition, even bottles of wine priced below 20 yuan are on sale, and fenjiu’s large single product bofen is no exception. the most heavily discounted product is yanghe daqu green dunhuang 42%, originally priced at 19 yuan/bottle, which has been reduced to 10 yuan/bottle.

staff at the supermarket said that during the national day, consumers pay less per purchase and pay more attention to cost-effectiveness. the main consumption range is 300-500 yuan. some consumers with higher budgets will also buy well-known brands for daily use. the sales of light bottle wine are relatively stable.

the liquor products sold in another community supermarket are generally low-end, with bare bottles ranging from 4 yuan to 48 yuan occupying two shelves. staff at the supermarket said that among the boxed wines priced between 50 yuan and 200 yuan, well-known products such as jinliufu and jinpai have better sales.

in terms of high-end liquor, according to the heads of several tobacco and alcohol stores, sales on the eve of national day are not as optimistic as in previous years. the transaction price of feitian moutai, an industry benchmark, has also fluctuated slightly recently, but it showed an upward trend on the eve of national day. according to today's wine price trends on september 30, the original box price of feitian in 2024 will be 2,390 yuan/bottle, an increase of 10 yuan/bottle, and the price of loose bottles will be 2,295 yuan/bottle, an increase of 5 yuan/bottle.

china merchants securitiesanalysts said that this year's mid-autumn festival and national day double holiday liquor sales feedback is weak, the liquor supply-side industry concentration continues to increase, there is a strong willingness to control volume and raise prices, and the overall situation remains stable.

as for the wine for the national day banquet, a dealer from guangxi danquan liquor industry said in an interview with times finance that the brand’s dongzang 15 and dongzang premium products, which cost about 600 yuan, are in short supply, and dongzang 30, which costs more than 1,000 yuan, is also more popular. welcome. during the double festival, the company also launched gift box sets, which are more affordable than ordinary sets.

in shandong, a major liquor consumption province, the standard of liquor used for the national day banquet is not low, and famous liquors are mostly used. “local people can accept wine priced around 300 yuan, and most of them will use luzhou laojiao tequ, aged 30 or 60 years.” a liquor dealer in shandong said.

liquor companies are busy marketing and making efforts to seal the wine

zhang teng, who is responsible for marketing work in jining and zaozhuang, shandong, told times finance that the market is not that good this year. dealers generally report that sales have dropped significantly, so wineries have also reduced their sales tasks. “the total sales task in a single month is the lowest in jining. 1 million yuan, which is 30% to 40% lower than last year, and is higher in other regions.”

it is difficult for dealers to collect payment this year. in addition to lowering sales targets, wineries are also actively organizing tastings and factory tours to boost performance.

"in october we will hold a factory tour, invite key customers back to the factory for a visit, and also hold a sealing ceremony." zhang teng said that the winery will focus its efforts in the last quarter of this year on the sealing wine. .

zhang teng further explained that the main purpose of making efforts to seal the wine is to avoid some conflicts with dealers due to difficulty in collecting payment.

"because most consumers are directly involved in sealing the altar, mainly group buying customers under dealers. after they seal the altar, the wine will not be taken out. our winery will store it on their behalf. this will not affect the end market and will not increase the amount of wine. the dealer’s inventory burden.” zhang teng said.

in the eyes of consumers, fengtan liquor is a higher-end image product than super-high-end products. it can meet the personalized needs of different consumers in multiple scenarios and has now formed a fixed category trend.

especially this year, when the liquor market is weak, fengtan products have become an important marketing model for major liquor brands, driving the revenue of liquor companies together with mainstream products. includewuliangyemany wineries, such as fenjiu, xijiu, zhenjiu, etc., all promote fengtan products.

in april last year, guobao liquor, a long-established winery in the core production area of ​​maotai town, launched a sealing activity for the first time. on the day of the event, customers and consumers from all over the country sealed the 6-year-old sauce wine, which was divided into three specifications: 100 catties, 500 catties, and 1,000 catties. relevant people from guobao wine industry recently told times finance that fengtan wine contributed 20 million yuan in sales revenue to the winery last year. earlier, fenjiu and wuliangye held sealing ceremonies for many consecutive years since 2016 and 2017 respectively.

zhongtai securitiesaccording to the research report, if high-end wine companies want to maintain their growth targets, they must make trade-offs in the balance between volume and price. judging from historical experience, controlling the supply of large single products while increasing non-standard wines, personalized customization, and sealed wines are the core methods considered by wine companies.