Rum, gin, etc , because the amount is small, this article does not analyze). In June, 2005, this magazine selected Tianjin, Kunming, Chongqing and other cities with moderately developed foreign wine consumption to conduct a sampling survey, focusing on the mainstream varieties of the three major foreign wine groups.
Price distribution of three kinds of foreign wines
Generally speaking, the brandy crowd is divided into two categories: VSOP and XO. At present, XO firmly grasps the high-end foreign wine market, and the price of night shows mostly exceeds the thousand yuan mark. VSOP and most Scotch whiskies belong to the "middle class". The prices of several mainstream brands, such as remy martin, Hennessy and Martell, are mostly around 300 yuan, and the supply prices of evening performances are generally not higher than those of 400 yuan, while the prices of evening performances are mostly around 600 yuan. Chivas regal is the representative of scotch whisky. The price in Shang Chao ranges from175 to 220 yuan, and it is close to VSOP at night. Vodka prices are chaotic, such as in 60 yuan, 80 yuan, and around 200 yuan. Judging from the mainstream products, the price of vodka is above 120 yuan, and the price at night can reach 300 yuan.
Looking at the foreign wine market from the price band
The price difference of foreign wine in different sales areas is obvious.
VSOP, both in remy martin, has a higher price difference between Tianjin and Kunming than 50 yuan, and the price difference between VSOP and Chivas Regal, the best-selling whisky brand in the national market, is also close to 60 yuan. As can be seen from Table 1 and Table 2, due to local consumption level, consumption habits and other factors, the price difference of foreign wines in China market is obvious. However, due to the closure of the main sales channels of foreign wine, the impact of price difference on foreign wine sales is not significant, and generally it will not lead to large-scale cross-regional low-price dumping.
These three products have different market positions in China.
On the whole, the price of foreign wine in the domestic market is mostly between 100~400 yuan, among which 300 yuan has the most foreign wine products, including whisky and many brands of VSOP. Generally speaking, the price of vodka is much lower, especially in Sweden, where the price is 90~ 120 yuan. The highest price of foreign wine mostly comes from XO of major brands. From the price analysis of mainstream products, the market positioning of the three groups is different. XO and VSOP are mainly used for business and gifts. Whiskey is the mainstream product of night consumption, which attracts young consumers most. Vodka is less than imported brandy and whisky, and its positioning is not clear.
Several key points of foreign wine sales from the perspective of price
The mainstream price of VSOP is around 300 yuan and XO is around 900 yuan. There is a large market space between the two, which is beneficial for high-end brands to launch derivative products downward. At the same time, enterprises can also consider targeted operating models.
Whisky products are relatively mature in the domestic market. The prices of Chivas Regal, Black, Red and Jack Denny are mostly concentrated around 200 yuan. Newly-entered whisky products should avoid their price groups, or carry out channel promotion by lowering the supply price and keeping the terminal price flat.
The overall low price of vodka is directly related to the lack of vodka brands. Creating a high-grade image and adopting cultural guidance are the two keys to vodka marketing in the future.
I found it online, too, hehe! ! !