What are the domestic brands of mid-range liquor

Currently there are tens of thousands of liquor enterprises in China, with an annual output of nearly 4 million kiloliters, hundreds of thousands of liquor brands, 300 million people consuming liquor, and more than 100 billion yuan in annual sales, a string of amazing figures witnessed the prosperity of the liquor industry. However, with the development of social civilization, consumer health awareness and changes in drinking habits, the liquor industry is facing a huge crisis and pressure.

At present, the proportion of spirits in the liquor industry is becoming more and more reasonable, more than 60 degrees of liquor has been rare. According to statistics, at present, China's high degree of liquor accounted for about 20%, medium degree of liquor accounted for about 40%, low degree of liquor accounted for about 40%. Degree of liquor can be roughly divided into 52 degrees above, 40 degrees above 52 degrees below, 40 degrees below three categories. Authoritative survey data show that the market is the best-selling brand of liquor to 38 degrees and 52 degrees of the two main, accounting for about 90% of the market share, 45 degrees of liquor accounted for 9.7% of the share. In the case of alcohol consumption to the low degree of change, 52 degrees in the short term is still the mainstream of the product, because the liquor market leader in the brand to 52 degrees, this part of the brand has led the role of the market trend, so in a certain period of time, 52 degrees of white wine will still be liquor consumers as well as a variety of social occasions favored. Of course, different degrees of liquor to the KA (meaning "important customers") system for the supply, the price is different, but regardless of high-priced wine or low-priced wine, 52 degrees above the high degree of wine or occupy at least 50% of the overall sales.

The Shanghai market, with its many shopping districts, is also facing white-hot competition in the liquor industry. Compared to many of life's necessities, liquor is considered a luxury good, and as people's standard of living improves, the demand for liquor is also increasing. Faced with numerous liquor brands in the market, consumers can choose from first-tier brands such as Moutai, Wuliangye and Jiannanchun, as well as second- and third-tier brands such as Luzhou Laojiao, Lulang, Jinlufu, Langjiu, Yanghe Daqu, Jinsheyuan, Xiaomouxian and Wuliangol. According to incomplete statistics on the Shanghai liquor market, the overall sales of yellow wine accounted for 45%, the overall sales of white wine accounted for 55%, from the proportion of white wine sales is higher than yellow wine, if the white wine in Maotai, Wuliangye, Jiannanchun, and other high-end liquor sales after the removal of yellow wine in the Shanghai region is still greater than the sales of white wine, basically up to the white wine sales of two times. In other words, the Shanghai liquor market opportunities and crisis coexist.

By analyzing the overall promotional activities of white spirits, it is not difficult to find that high-priced spirits have a fixed consumer base and do not require much promotional support to achieve good sales conditions; while the performance of medium-priced spirits mainly comes from festive gift-giving, the promotional methods should be diversified (buy A to get A or B, rebate for full purchase amount, thematic display in the store, consumer interaction, etc.). If the price of liquor in Shanghai is subdivided, it can be summarized as below 20 yuan, 20-100 yuan, 100-300 yuan, 300 yuan or more four price bands, of which 20-100 yuan for the sales of each brand is more concentrated in the price band, and 10 yuan below the low-end price of goods and Accounting for more than 80% of the sales of liquor below 20 yuan.

The face of more and more focus on health and rational consumption of the Shanghai public, how to improve the sales of liquor has become an urgent need to solve the problem of brand manufacturers, to do a good job in the Shanghai market, the first and foremost is to do a good job of Shanghai's KA stores and major supermarkets. Due to the specificity of the industry, liquor manufacturers in the KA system operation relative to other fast moving consumer goods manufacturers are still relatively backward, in the many brand manufacturers, only JLF and Luzhou Laojiao set up a national KA Department, specializing in cooperation with the headquarters of the KA system, the other more manufacturers can only be part of the KA system with these stores or cooperation in the region. In addition to the lack of a specialized KA team, liquor promotion content of a single can not adapt to the needs of the current market competition, the peak season during the mass of buy-one-get-one-free, bundling, specials, corkage fees and other promotional forms, to some extent, not only reduces the value of the product, but also on the brand damage, while intuitively also can not stimulate the consumer's desire to buy, to the consumer brought aesthetic fatigue.

Of course, due to the functional difference between liquor goods is not large, the traditional promotion is difficult to highlight the functional value of the product difference, so how to simply carry out product promotion, value-added for the brand, is the direction of the promotion of each manufacturer needs to consider. At the same time, many manufacturers in liquor sales in the two-eight phenomenon also deserves attention, that is, 80% of the sales volume is completely concentrated in the peak season before and after the Spring Festival 1-2 months, 20% of the sales volume is distributed in the other months, the sales situation of the deformed distribution, so that many manufacturers do not pay attention to the brand's pull in the off-season, and the peak season due to the sudden increase in the pressure of the sales can not do a good job of all the services.

To improve sales in the Shanghai market, in addition to the KA system in an effort to improve sales, business wine, catering wine, the power of the channel sales should not be ignored, to open up any of these channels, will play a great deal of help to the manufacturers of sales, so far, there is no one manufacturer in the above channels completely dominant, so the market is still a lot of space. Shanghai high-end wine and low-end liquor market have a more powerful brand, these brands have a good brand loyalty and reputation, and look at the mid-market liquor, although there are Jinlufu, small muddled Xian and other brands, but because of the mid-range wine market share in a strong consumer support, coupled with the consumption of mid-range wine consumer loyalty is not enough, the positioning of the grade of the white wine will become the best new brand based on space!

It's a good idea to have a good time.

I believe that with the development of the market economy, the Shanghai liquor market will be rearranged, the mid-range liquor market is a new brand of a piece of paradise, we will also try to wait.

Source: Huaxia Wine News