Affected by the epidemic, the liquor market finally started a slow recovery mode during the Mid-Autumn National Day peak season after missing the Spring Festival consumption season, the spring festival in March and the Dragon Boat Festival. It can be seen from the three quarterly reports disclosed by many wine companies that although the sales performance has shown a recovery trend, the speed of recovery has not reached market expectations. Except for Maotai, Wuliangye, Fenjiu and other head liquor enterprises and some strong regional liquor brands, the performance of other liquor enterprises has dropped sharply.

Offline channels

New retail stores focus on refined services

On the street of Yunying Road in Chengdu, which is less than two kilometers away, there are large-scale liquor retail stores such as wine warehouses, Yemaijiu and 1919, as well as many traditional tobacco and alcohol retail stores. During this wave of small sales season, their situation is quite different. Compared with traditional tobacco hotels, there are few shops, and customers are in constant stream in several stores that focus on the new retail business of wine industry. Why is this?

New retail with refined services is more popular with consumers

What is the difference between the new retail platform and the traditional consumption channels? Huang Wenheng, an expert in Chinese liquor competition strategy consulting and founder of Henghan strategy consulting, believes that the liquor retail business with offline terminal stores, online sales platforms, upstream wine enterprises and downstream direct consumers can all be called "new retail of liquor industry".

what are the advantages of the new retail platform? According to Tian Zhuopeng, the founder of Zhuopeng Strategic Consulting, the new retail based on digital development has a better understanding of consumers' psychology and can more accurately match consumers' personalized, diversified and fashionable consumption needs. In short, "the service is more refined".

refined services are first reflected in the ability of new retail to integrate online and offline channels. "I have been to several tobacco and liquor stores, and all of them are out of stock, just your home." After logging in to the "wine warehouse" applet, a consumer found that there was Salona original white beer in the store, so he went to the offline store to purchase, saving a lot of time to find goods. This store covers an area of about 51 square meters. There are electronic display screens on both sides of the store door, which play all kinds of wine information. The store is divided into liquor, foreign wine, liquor golden triangle, 99 yuan area and other areas. The products are clearly classified and neatly placed.

refinement is also reflected in the combination of products and purchase policies. Next to the wine warehouse, there is the "also buy wine" Wuhou Tianle Street store. There are all kinds of fashionable wines in the store, and the old wine area is on the left of the front desk. The highest price is Jiannanchun in the 1981s, and the retail price is close to 5,111 yuan/bottle. Further inside, there are all kinds of classic products of "Six Golden Flowers". The store has also set up different forms of preferential activities such as "buy one get one free", "half price for the second bottle", "buy two bottles for designated goods", "combined special offer" and "limited special offer". Great concessions and various activities can meet the different needs of consumers, and the sales situation is good.

Pay attention to consumer experience and enhance consumer brand stickiness

In 2115, Goethe Yingxiang, the largest wine operator in China, spent 611 million yuan to buy and buy wine, becoming the controlling shareholder of the largest wine e-commerce company in the world. In terms of business scope, we also buy alcohol mainly, and at the same time sell cigarettes, tea, wine vessels, old wine and so on; In terms of sales channels, there are both offline stores and online "buy wine" apps. Consumers can not only buy goods online, but also add store manager WeChat to place orders directly. In addition, you can register as a member with your mobile phone number for free, and you can also enjoy preferential services such as member discount price, shopping points, point redemption and free distribution.

similar situations are common in ordinary tobacco hotels, and the offline sales channels have also become more obviously differentiated. The operation of "small but refined" traditional tobacco hotels is not as good as before, and the customers are being diverted by the new retail stores of large chain wine industry. In the fierce competition between the two types of offline channels, some famous drinks seem to prefer new retail stores.

e-commerce platform for cloud-based sales has achieved great success

Retaliatory growth of liquor sales

Retaliatory growth can be described as this year's achievement of liquor sales of Double 11.

according to the "5-minute category" data released by JD.COM supermarket (which refers to the statistics of JD.COM supermarket "Double 11" within 5 minutes of the opening day), fruit wine increased 41 times year-on-year, Maotai-flavor liquor and craft beer both increased 21 times year-on-year, and high-end wine increased 12 times year-on-year.

On the list of liquor brands in JD.COM, Maotai, Wuliangye, Fenjiu, LU ZHOU LAO JIAO CO.,LTD, Yanghe, Langjiu, Xijiu, Jiannanchun, Niulanshan and Shuijingfang occupy the top ten places. It can be seen that the famous wine enterprises have basically won a great victory in this competition.

this year's "double 11", the new consumption scenarios of major e-commerce companies have expanded again, bringing consumers a rich consumption experience. Many celebrities, entrepreneurs and even employees in the wine industry have also participated in the live broadcast. In the live broadcast of "The President is Coming" organized by Tmall, Yang Lingjiang, the chairman of 1919, personally brought the goods live, and the number of online viewers exceeded 31 million in less than half an hour.

at 21: 11 on October 11, Li Zhihui, the marketing planner of Yuchan Liquor Marketing Department, worked as a part-time anchor with goods, and introduced preferential policies such as 51% discount on explosive products, seconds kill in a limited time, buy one and get one free, which drove the sales volume of Yuchan Daqu to exceed 8,511 boxes.

the proportion of online channels has increased, and liquor sales have gradually moved to the cloud

According to the report of Data Insight into the Development Trend of Sichuan Liquor, at present, the proportion of online sales of Sichuan Liquor has increased from 3.85% in 2117 to 8.27% in 2121, while the proportion of offline sales has decreased from 96.15% in 2117 to 91.73%.

"With the widespread use of digital tools such as smart phones, consumers prefer to consume through convenient and fast intelligent platforms, especially in the field of alcohol consumption." According to He Yong, Secretary-General of china alcoholic drinks association, at present, the number of people who consume through digital platforms and the Internet is rising rapidly, especially during the epidemic, when the traditional consumption channels almost stopped, online consumption basically supported the consumption scene of the whole wine industry.