liquor market research report

Welcome to the liquor market research report, I hope this article is helpful to everyone!

I. Object, time and scope of investigation

The sales situation of Xiayi liquor market lasted for 9 days, covering the urban area of Xiayi County and 26 townships under its jurisdiction.

Second, the survey method

According to the SWOT survey form, the strengths, weaknesses, opportunities and risks of Xiayi liquor market were explored in many aspects by means of general survey, statistics, key sampling, data collection, face-to-face communication between hoteliers and bosses, face-to-face communication between promoters, collation and analysis of data and survey materials, and information inquiry. The forms of carrying out these tasks are: planning the township for two days, starting at 7 am, holding maps, forms, manuscript paper, etc. When communicating with the channel, take the methods of on-site recording and car recording, and then discuss and analyze the authenticity of the recorded information on the way, and sort out the information at night.

The survey method in Xiayi urban area is to conduct sea drainage first. Make a preliminary grasp of the local market. Then, we will conduct a general survey and statistics on the terminals of each street one by one by taking the method of supermarkets in the morning and hotels in the afternoon, and communicate directly with the terminals above Class B to learn about the market situation in Xiayi and spread our determination to them with a firm attitude. In the urban area, it is also based on daily data, sorting and analyzing every day, including information.

Third, the purpose of the survey

1. Grasp the sales situation of liquor in Xiayi market;

2. Understand the channel characteristics and consumption habits;

3. Find the right time for "Shili Wine Lane" in Xiayi;

4. Lay a foundation for attracting investment and conquering Xiayi market in the next step;

5. Find out the problems existing in Xiayi liquor sales (regional brand awareness, channel dissatisfaction, etc.).

IV. Investigation contents

1. Competitive products (promotion, price, methods)

2. Consumption characteristics (preferences, brand loyalty, etc.)

3. Consumption differences between urban areas and towns;

4. Characteristics of liquor sales in urban and township channels;

5. The present situation of local distributors (agent brand and company scale)

6. The characteristics of liquor sales in hotels and supermarkets;

7. the form of selling wine by competing products in the channel;

8. Publicity media (price,' way and time, etc.)

9. Focus on mastering the brand equal to our brand (shoulder to shoulder)

5. Market overview:

Xiayi is located in the southeast of Shangqiu, Henan Province, with a county population of 1.153 million, including 1.36 million in the urban area and 1.4.8 in each township. Xiayi has two large towns, Huiting and Station. The consumption level of these two towns is almost close to that of urban areas. There are five factories in Huiting Town, which are all close to both sides of the national highway in yongcheng city. There are many Hui people in the town, and there are three second-batch merchants in large towns, the best of which is "Doll Supermarket". Mainly engaged in Liuyang River, which supplies hotels and retailers in the town, including small towns around it. The total population of the town is 1.6 million, which is the largest in the town. The other is Station Town, which is close to Yucheng County. There is a railway station in the town with a population of more than 8,511. There are four second-batch merchants in the town, and the total amount of wine sold is close to 11,111 pieces per year. Among them, Maoyuan Liquor has a good local network. According to his own reflection, nearly 11,111 pieces can be sold every year with few participants. In the villages along the road between Station Town and Yangji Town, it is the edible fungus production base in Xiayi County, and nearly 51 enterprises (foreign investment) have been formed, with a relatively high economic level. There is a liquor franchise store and a Class A supermarket in the town, and there is also a hotel with accommodation and catering in the station town. There are four better hotels in the town, with an average turnover of about 1,511 yuan per day; Within the county, one of the two market towns is in the south and the other is in the north; The consumption of these two towns has a great influence on the surrounding areas, because on the one hand, their economic level is relatively high, on the other hand, their coverage is wide, and the surrounding small collections are small, which can form a popular wind. These two towns can basically represent the consumption characteristics of more than 71% of the towns and villages in the county through interviews and information reflected by their bosses. Among the 26 townships, two are close to the county seat, one is Chengguan Town, and the other is Caoji Township. There are also relatively good towns and villages such as Guodian Township, Jiyang Town, Huodian Township and Wang Ji Township, which are the basic profiles of towns and villages. In addition, there is a Fidelity supermarket chain in each township.

in the urban area of Xiayi, there are two main roads and a market street in the north and south of the county, where hotels, supermarkets and food wholesale industries are distributed; There are four main roads in the east and west, such as North Ring Road, Kangfu Road, Xianfu Road and Renmin Road. Among them, Xianfu Road and Renmin Road are the most prosperous sections, and they are also the concentrated areas of administrative units and big supermarkets. Distribution of clothing, IT industry, hotels and so on. In the southwest corner of the county seat, there is a village called Fengyuan, which is close to the city lake. It is a concentrated area of AB hotels, with 26 hotels, and the people are quite prosperous. The hotels above Class B within the county are located in the North Ring Road, Kongzu Avenue and County Road, and there is also a larger hotel, Kongzu Hotel, which integrates catering and accommodation, at the intersection of Changsheng Street and North Ring Road. There are more than 11 private rooms in seven hotels in the urban area, which are above Class A, such as China Garden, Family, Jinweiyuan, Xiangsihai, Sunshine Shop, Zhenyuan Spine Daoxiao Noodles and Xiaodongbei, and their business is very good. The larger supermarkets are Shanghai Hualian, Tianguan Chain, Red in the Ice, Likelong and Su Guo, and the last three are stores. There are 316 township terminals, including hotels, and 89 of the key investigation and communication also include hotels. The number of terminals in the urban area, including 156 supermarket chains and 128 hotels, including 8 Class A and 121 Class BCD, excludes 46 night markets, Renmin Road and Kangxia Road. The total number of terminals is 646. There is only one wholesale market "Pedestrian Street" in the county, which deals in tobacco, alcohol, daily chemicals and non-staple food. These are the general market conditions in Xiayi.

VI. Market situation of white sprinkling

1. In urban areas:

(1) Brands

The mainstream brands in urban areas are Hetao, Song He, Black Land, Zhijiang, Gujing and Zhanggong, and the operation time of these six brands in Xiayi has exceeded.

(2) Price

The exchange prices in urban areas are 21 yuan, 31 yuan and 41 yuan, which are the prices of hotels, and the prices of supermarkets are 15 yuan, 21 yuan, 25 yuan, 31 yuan and 35 yuan. Among them, the price of Hetao Red Hotel in 31 yuan is RMB 14, that of Song He Hotel in 41 yuan is RMB 3, and that of Zhanggong One Star Hotel in 21 yuan is RMB 12. A little lower at 11 yuan a bottle, for the hotel 6.5 yuan, (seed wine Shili Ba Cun).

(3) Promotion

Hetao has promoters assigned to Class A hotels in the county, with two for the larger hotels and one for the smaller ones. Hetao's promotion awards in the hotel include the box cover award, 21 yuan/bottle 5 yuan cash, and 41 yuan's 11 yuan cash; Song He has no promotion in the hotel. It's hard to be confused. In the hotel, 21 yuan has cash from 5 yuan, 31 yuan has cash from 7 yuan, and 41 yuan has RMB 11. In addition, there are photo pictures and promotional instructions printed on cardboard posted in the hotel, there are promoters on the website, and there are travel bonuses from 711 yuan. The hotel owner gave Zhang Gong, Hetao and Song He lanterns to hang in the hotel, and Song He gave them white porcelain kettles in Class A hotels. Zhang Gong 21 yuan gets five for one bottle, Yangshao 41 yuan gets ten for one box, and Black Land has not been promoted in Xiayi (recently). Shiliba Village implements a buyout system at the same price in hotels (RMB 11). Zhijiang has promoters in some hotels. Hetao Hualian Supermarket gives promoters 8 yuan for each 28 yuan/bottle, 15 yuan for each 38 yuan/bottle, a stainless steel cup for less than 111 yuan for Zhijiang, a tea set for more than 111 yuan, and a pack of blue beer for poplars.

reference: liquor market survey in nine cities in Anhui

mainstream price bands and main products in Anhui market

1,81-111 yuan price bands: Gujing puree gift and Kouzijiao five-year price range, and the market was basically monopolized by Gujing gift edition and Kouzijiao for five years. Due to the transparent price and the serious phenomenon of cross-selling in the market, the profit of the terminal business is low and the sales enthusiasm is high, but because of the high recognition of the consumer brand, it belongs to the terminal must-sell product. From the market point of view, this gear occupies more than 41% of the sales share, and the acceptance of this price is higher in northern Anhui than in southern Anhui.

2, 111-151 yuan price band: Gujing puree for 5 years, Kouzijiao for 6 years, Xiaochijiao and Yanghe Haizhilan, which are mainly used for various banquets and sold in Gujing for 5 years; More than 6 years after Kouzijiao, these two products account for more than 51% of this price range. This price is higher in southern Anhui than in northern Anhui, especially in the township market in southern Anhui. Anhui's overall Gujing protoplasm has been on the rise for five years, Xiaochijiao has been outstanding in key towns and villages in Anqing, and the terminal atmosphere of Yanghe Haizhilan is eye-catching. The consumers in the future are mainly foreign affairs returning to their hometowns. The main gear occupies more than 31% of the sales share from the market.

3, 221-281 yuan price band: Yanghe Tianzhilan and Gujing puree have been affected by the big environment for 8 years, and business banquets and group purchases have fallen sharply. The mid-to-high-end and high-end liquor market is depressed, especially in northern Anhui. The consumption level in southern Anhui is generally higher than that in northern Anhui. For terminals with resources, this year's year-on-year decline is several times, and for terminals without resources, this price is basically not sold.

analysis of mainstream liquor brands in Anhui market

1. Gujing Distillery: Gujing vintage puree series performed well in the whole province, especially in Fuyang, Huainan, Bengbu and Anqing, and the overall sales trend increased obviously. From the product point of view, the original product structure based on the amount of gifts has also changed to a gift +5 years equally divided, especially in the Spring Festival last year. Gujing vintage puree series mainly relies on brand drive+big business in the province, and the channel+organization drive is relatively weak from the market level. From the perspective of consumers and channels, the reputation and acceptance of Gujing brand are relatively high. In addition to vintage puree series, Gujing has also vigorously promoted Gujing elegant and Gujing Hongyun series products in the province. From the market point of view, the effect is little and the terminal marketing is not ideal. In addition, the development of Gujing in strong areas has supplemented many secondary products (Rouya series, Yaxiang series, Gujing Yuye, etc.), all of which performed generally or even poorly.

2. Kouzijiao: always standing at the stall of consumption upgrading, it is strong in some areas (Anqing, Lu 'an, Tongling Wuhu, etc.), and Kouzijiao shows a word "stable", with stable quality, stable price, stable market, stable policies and stable sales.

3. xuan wine: xuan wine took advantage of the Hefei market, and the layout of the whole province performed well in some markets (Huainan, Suzhou, Lu 'an and Anqing), and the overall sales volume also fell sharply; The main operation methods: display into the store+vivid packaging+big family rebate+banquet breakthrough. Compared with seeds, xuan wine's investment resources are relatively focused and cautious; Xuan wine's strategy of focusing on strong single products brings benefits of focusing resources and quick cognition of consumers, but the result is that a wave of prosperity is followed by a wave of waste, and in mature markets, problems such as aging products and insufficient profits cannot be solved because of single products, so there may be a gust of wind.

Investigation of liquor market in nine prefecture-level cities in Anhui

1. Fuyang: The market capacity of Fuyang is about 1.5 billion, including 611 million in urban areas. The market capacity is huge and the competition is fierce. The seed base market has achieved full-price coverage through multi-brands, and the channels are blocked severely. At present, the price of 81-121 yuan and Thai series are mainly promoted, and the performance is acceptable. Xuan wine's entry time is not long, and he is blocked by seeds, and his performance is average. The door frame of channel operation is high (caused by seed blockade, in which catering seeds are tightly blocked, and all big stores are bought out at a cash discount of 31-55%), and the brand entry fee of big stores is about 21 thousand; The distribution channel display requires cash display. In 241 yuan, the big stores were also bought out by seed investment resources, and the sales volume was not supported by 21,111-41,111 drinks.

2. Huaibei: Huaibei market is about 1 billion. Sales of seeds and xuan wine dropped significantly, and Kouzi's base camp was changed from one monopoly to two simultaneous drives. Kouzi accounts for the dominant share. The advantages of local brands are obvious, followed by Gujing vintage puree. The trend of catering and terminal consumption is mainly that the price between 71-111 is prominent

3. Bengbu: The capacity of liquor in Bengbu market is about 1 billion. In the strong area of Gujing, the atmosphere of Gujing is good, and hundreds of mid-range wines are in full bloom, and all brands of Seed, xuan wine and Wanjiu King are in full bloom. Consumption is on the rise, with Gujing and Kouzi accounting for 51% respectively, and the strains are rising (consumption gifts are upgraded for five years and Kouzi for five years and six years)

4. Huainan: The capacity of liquor in Huainan market is about 611 million, and the overall consumption structure is relatively high, with vintage puree+Kouzi cellar as the mainstay, and the atmosphere of Gujing is good. However, due to policy reasons, the enthusiasm of terminal sales is not high, and xuan wine+seeds+yingjia is the mainstay in the middle and low end, about 4. The catering door frame is relatively high, and the entrance fee for big stores is 8111-11111 yuan, and some core stores directly discount the resources (41-51%). The county-level market has a lower door frame and a greater opportunity for operation.

5. Chizhou: The capacity of liquor in Chizhou market is about 811 million, and the consumption level is high in the strong area of Kouzijiao and Gujing. The consumption level of basic liquor is more than 111 yuan, so the catering operation door frame is not high, but it is only used as an image display, which can not bring sales and promote the market.

6. Wuhu: The capacity of liquor in Wuhu market is about 1 billion, and the original seed liquor is outstanding in Wuhu market, and the current sales volume has dropped very seriously. At present, Kouzi series and Gujing puree series account for half of the market, followed by Yanghe. The high-grade wine is mainly Wuliangye, which is the main competition channel for drinks. Therefore, the threshold for buyout fees in the catering industry is high, and the display atmosphere of buyout wines in the store is full; The sales of terminal formats declined seriously

7. Tongling: The liquor capacity in Tongling market is about 611 million, and Kouzi cellar has an absolute advantage, followed by Gujing puree series and Yingjia Yinxing, accounting for more than 61% of the market. Yanghe and Gujing protoplasm display will be signed once a year; Yanghe is exchanged once every six months for Sky Blue, with a maximum of 51 bottles; Gujing protoplasm is paid once a year, and the payment is a gift version with a maximum of 48 bottles.

8. Anqing: The market capacity of liquor in Anqing is about 1 billion, and the overall market capacity of mid-range liquor in urban areas is about 51 million, of which Kouzi and Gujing are equally divided in the world, accounting for half of the country, with 41 million seeds, 21 million in xuan wine and 31-41 million others (Yingjia, Anhui Shuchun, Yanghe, etc.). The operating door frame is not high, but the goods are concentrated in the area at random prices; The consumption structure is high, especially in the banquet market, where the banquet wine is basically more than 111 yuan

9. Lu 'an: The liquor capacity in Lu 'an market is about 1.4 billion. As a whole, a hundred flowers blossom,