Model report on liquor survey 1:
1. Overview of Jinan market
Jinan is the capital of Shandong Province, a major coastal economic province in eastern China, and the political, economic and cultural center of the province. It has a total area of 8,227 square kilometers and a total resident population of 5.69 million, including 2.222 million non-agricultural people. In terms of liquor consumption, Jinan market is one of the large-scale liquor consumption markets in China, and it is also a well-known hard-core market. Many brands come here with great momentum and leave in a crushing defeat. The analysis features are as follows:
The overall market capacity is large: it is conservatively estimated that the overall liquor market capacity is about 511 million yuan or more.
high consumer loyalty: influenced by local culture, Jinan people's overall consumer loyalty is high, which makes it more difficult for many new brands to get involved. However, once the Jinan market is opened, its market prospects and sustainable development momentum will be very attractive.
There are many brands, and the cost of expanding the market is high: there are no fewer than 21 brands that can form a climate in the market, and there are no fewer than 81 brands in the overall market, including Sichuan wine, Guizhou wine, Anhui wine and other wineries all over the country regard Jinan market as a must. Due to the transitional competition between brands, it has increased a lot of market expenses for the expansion of new brands, and the market risk is greater.
second, market brand analysis
mid-range liquor market
mid-range liquor market is the mainstream of consumption in every market, and it is also the case in Jinan market, which has become the foothold of many new liquor brands. Many brands, strong promotion and lack of sub-concentrated brands are the biggest characteristics of Jinan mid-range wine market. Price main space: 21 yuan -111 yuan. Consumer places: middle and high-end catering market, supermarket.
1. Baotuquan
Since 1999, Baotuquan liquor has been firmly at the top of the highly competitive Jinan liquor market. In 2112, the sales revenue exceeded 211 million yuan, the tax paid exceeded 51 million yuan, the product range ranged from a few yuan to about 211 yuan, and more than 81 kinds of products occupied half of Jinan liquor market. Especially in the mid-range liquor market, Baotu Spring occupies a decisive market position, and its "34-degree Baotu Spring" has become the mainstream of consumption in the whole Jinan liquor market. In Jinan's high-end catering market, Baotuquan also controls the sales of most high-end stores by virtue of its "local brand advantage". With Jinan Liquor as the boss, Baotuquan began to plot the whole province and the national market again. In mid-June this year, on the basis of ending the monopoly of sales by several big agents, it set up an independent marketing company and conducted a recruitment with great fanfare, with the intention of marching into the national market.
However, the development of Baotu Spring, in today's decline of Lu liquor, also has great development resistance. First of all, can its "spring" culture break through the geographical restrictions? Spring culture is the cultural essence of Jinan people. "Baotu Spring" is the first of 72 springs, and it is the representative of regional emotion in Jinan people's minds. This regional cultural adaptation of Baotu Spring Liquor is the most fundamental reason for its brilliant regional market. In Jinan market, Baotu Spring can make up for the shortcomings of other market factors and form an overall value advantage through the prominence of "spring" culture. However, without Jinan market, Baotuquan's cultural advantages cannot meet the overall value demand of consumers for alcohol consumption, and the market development of enterprises is difficult. Secondly, there is a big competitive gap between Baotuquan's market control power and that of its peers. It needs to be further improved in product structure optimization and terminal service improvement.
2. Kouzijiao
Anhui Kouzi Group has adopted the channel mode of cooperative establishment of branches in Jinan market, forming the complementary effect of advantages between manufacturers and merchants. Through the market attack in recent years, it has established the position of the best-selling foreign liquor brand in Jinan liquor market, especially in the middle and high-end catering market. Kouzijiao has become the main competitor of many liquor brands entering Jinan market through exquisite market operation methods and strong terminal support. In 2112, its sales in Jinan market exceeded 21 million yuan.
3. White Guiquan
The success of White Guiquan should be influenced by the brand of its big brother Baotuquan. In terms of product structure and packaging style, it basically adopts imitative operation ideas, and adopts price war and sales promotion techniques beyond Baotuquan at the terminal, eroding Baotuquan's market share.
4. Xiao Hu Xian
Xiao Hu Xian Liquor has occupied more than 1% of the whole middle-grade liquor market in Jinan since it entered the Jinan market in 1998, with the brand style of steady battle, cultural marketing and differentiated marketing as the market entry points, and through its solid terminal service strength and marketing ideas for old customers, Xiao Hu Xian has occupied more than 1% of the market share in the whole middle-grade liquor market in Jinan, especially in the business liquor market. Nowadays, the overall development prospect of Xiao Hu Xian in Jinan market is very optimistic through the cooperation of Xiao Fu Xian, Xiao Brewmaster and other sub-brands.
5. Jinliufu
Jinliufu has always been the first choice brand of some consumers in Jinan market through the operation of Fu culture and the intensive terminal operation of Jinan Railway Purchasing and Supply Station (Jinliufu Jinan distributor), with high brand loyalty and great market space in supermarkets and wedding markets.
6. Liuyang River
Liuyang River has entered the Jinan market since 2111, and has changed more than three dealers, which is not very stable in channel construction and terminal operation. Due to its dealer policy and the brand status quo, its sales in Jinan market are gradually declining.
7. Quanxing, Gujinggong, Beidacang, Centennial Store, Yilite, Chishui River, Kongfujia, Site, Jiugui Liquor and other brands
Due to various market reasons, they have not formed a big climate in Jinan market, and mainly focus on certain areas or certain places for more focused sales.
8. Brands such as Tiancai, kinmen kaoliang liquor, Jiudianjiu and Laihu Liquor
As these brands have just entered the Jinan market, their development status is not very obvious now, but they are all aggressive, intending to get a share of "cheese" in the melee among many brands.
Low-grade wine
The low-grade wine market in Jinan is dominated by Beijing Erguotou, Jianzhuang and Lanling. Through long-term market operation and brand cultivation, they already have a large number of loyal consumers, with high brand loyalty and high brand concentration in the consumer market. Price main space: below 5 yuan. Consumer places are mainly concentrated in: shops, low-end hotels, fast food restaurants and supermarkets.
1. Beijing Erguotou
The main sales places of Beijing Erguotou are concentrated in most middle and low-end catering terminals and supermarkets. Influenced by its brand history and intensive market operation ideas, its market share has been very stable. However, in Jinan market, the sales situation of Beijing Erguotou in small shops is not optimistic because of the flood of fake wine and the price of products in previous years.
2. Brand appreciation of Jianzhuang Wuliangye, moderate consumption price and high profit margin of terminal sellers are the main reasons why Jianzhuang Liquor has achieved good results in Jinan
South Market. Consumers have a good reputation for Jianzhuang liquor brand, and the rate of consumer recognition is also very good.
3. Lanling
As a local famous wine brand in Shandong, Lanling has a long history of development in Jinan market, especially the "Sifang" products of Lanling occupy most of the market space in the consumer market of migrant workers.
4. Brands such as Wuhe Grenade and Kongfujia Grenade
Due to the high concentration of brands in Jinan low-grade wine market, these brands are affected by various factors, and their market share is gradually declining.
High-end liquor market
Jinan is the capital of Shandong Province, and it is a concentrated city of major government agencies, resident offices of state organs, resident offices of military regions and resident offices of major companies. Its overall consumption capacity, especially the consumption capacity of high-end liquor, is great. Moreover, influenced by the high level of intervention in Jinan liquor market, the brand concentration in the high-end liquor market is also very high. Price main space: more than 151 yuan. Consumer places are mainly concentrated in: high-end catering market, large supermarket and brand stores.
1. Wuliangye and Maotai
, as the two giants in China liquor industry, have absolute market advantages in brand loyalty and designated consumption preference. Wuliangye brand, in particular, caters to the recognition of consumers through smooth sailing and other sub-brands, and has always been the first consumer brand in Jinan high-end liquor market; Although Moutai has improved greatly compared with the previous two years, it has always had a big sales gap with Wuliangye.
2. Shuijingfang
The rising star of high-grade liquor has become the leading brand of commercial liquor and government liquor through its advanced value marketing mode and the terminal pressure of rich resources in Baozhen liquor industry since it entered the Jinan market in 2111. In particular, its targeted government marketing ideas have laid a foundation for its high-end wine brand to take off and land in the market, and stabilized its market position as the third largest brand in Jinan high-end wine market.
3. Jin Jiannan
Jin Jian South has not entered the Jinan market for a long time, which is incomparable with its brilliant achievements in Hunan market for the time being. Moreover, it invested in three high-end products at the initial stage of listing, and set up the entire East China market office in Jinan, which is impressive. However, due to the launch of multi-product series, it may dilute the brand image of its high-end wine and weaken its brand value.
iii. Investigation of catering market in Jinan
There are about 2,111 large and small catering terminals in Jinan, including about 411 middle and high-end restaurants. Due to the factors of large overall capacity, various brands and disorderly competition in Jinan liquor market, there are market characteristics of high entry level, high sales expenses and difficult stable sales in Jinan catering market. Moreover, with the maturity of consumers' consumption concept, the consumption of self-contained drinks is gradually increasing.
the general hotel progress fee is between 211,115,111 yuan, the bottle opening fee is about 8-15 yuan (products sold within 111 yuan), and the overall fare increase rate of catering terminals is about 111%.
dominant price of catering market: around 51 yuan (the supply price of catering market).
the core leading product in the catering market: 34-degree Baotu Spring (the supply price in the catering market is around 45 yuan).
famous restaurants recommend: Jiang zai duck, Nishi seafood, Jing Ya, Jinma, Taoyuan, etc.
IV. Supermarket in Jinan
There are more than 31 large supermarket chains in Jinan, such as RT Mart (four branches), Ginza Shopping Plaza (two branches), Guihe and New National Road (two branches).
leading brands in shangchao market: baotu spring and jinliufu.
the entrance fee for supermarkets is about 5,111-21,111 yuan, and it is very difficult for new products to enter, even if they enter the sales environment.
v. Jinan wholesale market
Jinan has never lacked a wholesale market for liquor, but due to the changes in the consumption structure of liquor in recent years, the overall operating performance of the wholesale market is gradually declining.
Duandian Liquor Wholesale Market was once famous in China, and now it has become the warehouse of many large distributors and the main venue for product diversion to foreign markets.
The East Outer Ring Wholesale Market was demolished due to municipal works;
Beiyuan Liquor Wholesale Market is closed due to poor management, and Ergong Market is also in a "neither dead nor alive" situation.
VI. Market product status
Mainstream aroma type: Luzhou-flavor.
mainstream products: mid-range: 34-degree Baotu Spring; High-grade: 52-degree Wuliangye; Low grade: 51 degrees jianzhuang.
mainstream degree: the middle-grade wine is mainly low-alcohol wine; High-grade and low-grade wines are dominated by height.
mainstream price: the sales price of mid-range wine is between 61 yuan and RMB 111; Popular consumption price: less than 11 yuan; High-end products are above 211 yuan.
VII. Advertising and promotion
1. Promotion methods: bottle opening fee, unpacking fee, personnel promotion and gifts are the main methods.
2. Promotional products: lighters, ballpoint pens, tea sets, small gifts, etc.
3. Public relations methods: rebate and hidden deduction are the main methods.
4. Advertising and publicity methods: Shandong Satellite TV, Shandong Qilu TV and Shandong Film and Television are the main TV media; Print media: Qilu Evening News is the main media.
VIII. Dealers recommend
Shuijingfang, Quanxing Daqu and Site of Jinan Baozhen Trading Co., Ltd.
Gujinggong and Shengli Beer of Jinan Daming Liquor Co., Ltd.
Jinliufu
Boyuan Trading Ningxiahong
Shuangming Trading Co., Ltd. to bring a pot of wine
Richang Liquor Liuyanghe Liquor
. The market characteristics of high consumer loyalty, many brands and high cost of expanding the market have attracted wine enterprises all over the country, but at the same time, it has also increased the entry level and operational risk for new brands to expand the market. I hereby warn all liquor manufacturers that only on the basis of full analysis of market competition, combined with their own enterprises, brands and product personalities, through focused market-oriented strategy implementation, using innovative market strategies and detailed market services, and being prepared for a protracted war, can they get a share of "cheese", otherwise, it will be very likely that the market and money will be empty.
model article 2 of liquor investigation report:
1. Overview of liquor industry
Liquor refers to all kinds of colorless and transparent liquors made from starch (sugar) raw materials by cooking, saccharification, fermentation, distillation, aging and blending.
according to the production technology, liquor can be divided into three types: solid method, solid-liquid combination method and liquid method. According to the flavor type of wine, it can be divided into sauce flavor type, strong flavor type, faint flavor type, mixed flavor type, rice flavor type and unique style type.
2. Analysis of the development environment of China liquor industry
1. National policy environment. With the promulgation of the "Eight Provisions" of the central government, the policy of restricting the consumption of the three public places, which was implemented in 2112, has further measures and contents. The government has strengthened its efforts to promote work style construction, fight corruption and promote honesty, and the information on official expenditures has become increasingly open. The Central Military Commission issued "Ten Provisions on Strengthening its Work Style Construction", which further expanded the scope of alcohol restriction and prohibition. On October 21th, the General Office of the Central Committee issued the "Notice on Printing and Distributing Important Instructions of Comrades on Practicing Diligence and Saving against Extravagance and Waste", and then the Central Committee issued the "six prohibitions". This situation has obviously inhibited the consumption of liquor, especially the sales of high-end liquor.
2. Economic environment. China's GDP is growing at a high speed every year, and people's living standards are generally improved, which gradually strengthens the consumption capacity of high-end liquor. Despite the global financial crisis, the liquor industry is not in the "international cycle", so the negative impact of the financial crisis is not particularly great. In addition, the anti-inflation ability of liquor sector also makes it less affected by inflation than other industries. At the same time, middle and high-grade liquor has a strong ability to raise prices because of its scarce production and local oligopoly, which corresponds to the strong market demand.
3. Social environment. China's huge population base.