Baijiu Market Research Report

Welcome to the Baijiu Market Research Report, I hope this article is helpful!

First, the object, time, scope of the survey

Xiayi liquor market sales situation, when the time for nine days, the scope includes Xiayi County urban areas and the jurisdiction of the 26 townships.

Second, the survey method

In accordance with the SWOT form of point-to-point survey, the use of census, statistics, focus on sampling, data collection, direct communication with the boss of the hotel supermarkets, direct communication with the promoter, data and survey data collation and analysis, information query, etc., respectively, Xiayi liquor market strengths, weaknesses, opportunities, risks, and multi-level mapping. and risks. The form of executing these tasks is as follows: two days are planned for the township, leaving at 7:00 a.m. with maps, forms, scripts and paper, and so on. Communicate with the channel to take on-site records and the car record approach, and then on the way to walk and then the authenticity of the recorded information for team discussion and analysis, the night to organize the information.

The investigation method in Xiayi urban area is, first of all, the sea row. The local market is a preliminary grasp of the general situation. Then, we took the approach of supermarkets in the morning and hotels in the afternoon to conduct census, statistics, and direct communication with the terminals of class B and above to understand the market situation in Xiayi, and spread our determination to do it in a more resolute manner. In the urban area, the same is in accordance with the daily data, every day to organize and analyze, including information.

Third, the purpose of the survey

1, to master the Xiayi market liquor sales situation;

2, to understand the characteristics of the channel, consumer habits;

3, for the "Ten Mile Wine Lane" in Xiayi to find the right time to cut eight;

4, for the next step in the investment. p> 4, for the next investment and conquer the Xiayi market to lay the foundation;

5, to find out the Xiayi liquor sales problems (regional brand awareness, channel dissatisfaction, etc.).

Fourth, the content of the survey

1, the status of competitors (promotions, prices, practices)

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

3, the difference between the consumption of the city and townships;

4, the characteristics of the city and township channels of the sale of liquor;

5, The status of local distributors (agent brand, company size)

6, hotel and supermarket sales characteristics;

7, competitors in the channel in the form of sales of alcohol;

8, publicity media (price, competitors to publicize the way, time, etc.)

9, focus on mastering the brand equal to my brand (compared to the amplitude of movement)

V. strong> V. Market Overview:

Xiayi is located in the southeast of Henan Shangqiu, the county population of 1,053,000 people, of which the urban population of 136,000 people, the population of the townships 148,000 people, the townships of the traffic radius of 23 kilometers or less, the road conditions are better. Xiayi has two larger townships, Huiting and Station; the consumption level of these two townships is almost close to that of the urban area. In Huiting town, there are five factories all close to Yongcheng city on both sides of the national highway, there are more Hui people in the town, and there are three larger townships with two batch dealers, the best of which is the "Doll Supermarket". Mainly Liuyang River, the town's hotel and retail supply including its neighboring small townships, the township's total township population of 16,000 people, is one of the townships with the largest population. The other is Station Town, which is close to Yucheng County, with a train station and a township population of more than 8,500. The township's various second-hand dealers are more prosperous, and there are four wine distributors, with a larger total of nearly 10,000 pieces of wine sold each year. Among them, Maoyuan Liquor has a better network in the local area, and according to his own reflection, he can sell nearly 10,000 pieces of wine every year without much participation. In the station town and Yangzhi town along the road in the countryside, is the production base of edible fungi in Xiayi County, there are nearly 50 has formed enterprises (foreign investment), the economic level is relatively high. There is a liquor franchise and a Class A supermarket in the town, plus a hotel with lodging and dining in Station Town. There are four better hotels in the town, with an average turnover of about 1,500 yuan per day; within the county area these two market towns one in the south direction, one in the north direction; the consumption of these two towns has a great influence on the surrounding area because on the one hand, its economic level is relatively high, on the other hand, its coverage is wide, and the surrounding small sets are very small, and they are able to form a kind of popularity wind. These two towns can basically represent the consumption characteristics of more than 70% of the townships in the county through the information reflected by the visits and the bosses. Among the 26 townships, two are close to the county town, one is Chengguan Township and the other is Caoji Township. There are also relatively good townships are GuoDian township, Jiyang township, fire store township, WangJi township, the above is the basic profile of the townships; in addition in the townships there is a Fuda chain of supermarkets.

XiaYi city situation, the county two main roads in the north and south and a market street, the distribution of hotels, large supermarkets and food wholesale a industry; East and West four main roads, such as the North Ring Road, rehabilitation road, county government road, the people's road. Among them, the county government road and the people's road is the busiest road, but also administrative units and large commercial super concentration area. Distributed clothing, IT industry, hotels and so on. In the southwest corner of the county there is a village called Feng Yuan, close to the city lake, is the concentration of AB class hotels, **** there are 26, Shengma Min quite red hot. County within the B class above the hotel were in the North Ring Road, Confucius Avenue and the county government road, there is a larger hotel is a set of food and beverage, lodging as one of the Confucius Hotel, in Changsheng Street and the North Ring Road intersection. Urban hotels above category A "China Garden", "a family", "Jin Wei Yuan", "fragrant four seas", "Sunny store", "Zhenyuan spine knife-cut noodles", "small northeast" of the seven hotels are more than 10 rooms, and business is good. Larger supermarkets are "Shanghai Hualian", "Tianguan Chain", "Bingzhonghong Mass Retailer", "Likelong", "Sugo", the last three are stores. The number of terminals in towns and villages counted 316, including hotels, and 89 of them communicated to the key survey also include hotels. The number of terminals in the city, including chain supermarkets have been recorded 156, 128 hotels, including 8 in class A, 120 in BCD, excluding night markets, 46 night markets on People's Road and Kangxia Road. The total number of terminals is recorded as 646. There is only one wholesale market "Pedestrian Street" in the county, which deals with tobacco, alcohol, daily chemicals and foodstuffs. These are the approximate market conditions within Xiayi.

Six, white sprinkles market

1, in the city:

(1) brand

In the city of the mainstream brands are: "Loop", "Song He", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River", "Black River". ", "Black Land", "Zhijiang", "Gujing", "Zhang Gong"

(2) price

In the urban exchange of the price of 20 yuan, 30 yuan, 40 yuan which is the hotel's selling price, the supermarket's price of 15 yuan, 20 yuan, 25 yuan, 30 yuan, 35 yuan. Among them, the Loop Red Hopper 30 yuan hotel selling price, the supply price of 14 yuan, Songhe for 40 yuan hotel selling price, the supply price of 25 yuan, Zhang Gong one-star hotel selling price of 20 yuan, the supply price of 12 yuan. A little lower at 10 yuan a bottle, supply price hotel 6.5 yuan, (seed wine ten miles eight villages).

(3) promotion

Loop in the county class A hotel assignment have promoters, larger hotels two per store, slightly smaller is one. Loop in the hotel promotional prizes have box cover prizes, 20 yuan / bottle of 5 yuan in cash, 40 yuan have 10 yuan in cash; Song River in the hotel no promotion. Rarely confused, in the hotel 20 yuan has 5 yuan cash, 30 yuan has 7 yuan, 40 yuan has 10 yuan, and in the hotel posted a portrait picture and printed on cardboard promotional instructions, on the promoter, and 700 yuan of travel bonuses. The hotel owner gave "Zhang bow", "Loop", "Songhe" in the hotel hanging lanterns, Songhe in the A class hotels to send a white porcelain kettle. Zhang Gong 20 RMB for a bottle is five for one, Yangshao 40 RMB for a case is ten for one, and Black Earth is not on sale in Xiayi (recently). Ten miles eight villages in the hotel at the same price buyout system (10 yuan) Zhijiang in some hotels on the have promoters. Loop Hualian supermarket to promoters every 28 yuan / bottle of a case of 8 yuan, 38 yuan / bottle of a case of 15 yuan, Zhijiang buy less than 100 yuan to send stainless steel cups, more than 100 to send a set of tea sets, Baiyang buy any kind of blue beer beer a packet.

Reference: Anhui nine cities liquor market survey

Anhui market mainstream price band and the main products

1, 80-100 yuan price band: Gujing original plasma dedication, the mouth cellar 5 years The gear price range, the market basically by the Gujing dedication version and the mouth cellar five years "monopoly". The market is basically "monopolized" by the Gouzi cellar five-year version and the Gouzi cellar. Due to price transparency and serious market collusion, terminal business profits are low and thin, and sales enthusiasm is high, but due to the high degree of brand recognition by consumers, it belongs to the terminal must-sell products. The stall from the market to see about more than 40% of the sales share, the price of the acceptance of the northern Anhui Province than the southern Anhui Province.

2, 110-150 yuan price band: Gujing original pulp 5 years, the mouth cellar 6 years small pool cellar and the Yanghe sea of blue the grade interval, mainly for a variety of banquets with wine, Gujing 5 years of sales; greater than the mouth cellar 6 years, the two products accounted for more than 50% of the share of this price range. Consumer recognition of this price range is higher in southern Anhui than in northern Anhui, especially in the township market of southern Anhui. Anhui overall Gujing original pulp 5 years is a rising stage, small pool cellar in Anqing key townships, outstanding performance, Yanghe HaiZhiLan terminal atmosphere striking, the period of consumer groups are mainly for the foreign service back to their hometowns; the main the gear from the market to see about more than 30% of the sales share.

3, 220-280 yuan price band: Yanghe Tianzhilan, Gujing original pulp 8 years by the impact of the environment, business banquets and group purchases of a substantial decline in the high-end and high-end liquor market downturn, the performance is more obvious for the northern Anhui market, the southern Anhui consumption level is generally higher than the northern Anhui. There are resources in the terminal, the current year belongs to several times the proportion of decline, no resources in the terminal, the price is basically do not sell.

Anhui market mainstream liquor brand analysis

1, Gujing Tribute: Gujing vintage original pulp series in the province are better performance, especially Fuyang, Huainan, Bengbu, Anqing and other regions, the overall sales trend is clearly rising. From a product point of view, the original product structure, which was dominated by offering volume, has also changed to an equal share of offering + 5 years, especially in the last Spring Festival, where the performance was particularly obvious. Gujing vintage original syrup series in the province mainly rely on the brand drive + large merchants, channel + organization drive from the market level, relatively weak. From the perspective of consumers and channels, Gujing's brand reputation and acceptance are relatively high. In addition to the vintage original syrup series, Gujing has also vigorously promoted Gujing Temperance and Gujing Red Luck series of products in the province, but from the market level, the effect is very small, and the terminal sales are not ideal. Another Gujing in the strong area of the development of a lot of supplemental sub-line products (soft elegant series, elegant incense series, Gujing Jade liquid, etc.), are general performance or even poor.

2, Kouzijiao: always stand in the consumption upgrade stalls, in some areas of strong performance (Anqing, Lu'an, Tongling Wuhu, etc.), Kouzijiao performance of a word "stable", quality stability, price stability, market stability, policy stability, sales stability.

3, Xuan wine: Xuan wine using the Hefei market opportunity to take off, the layout of the province, in part of the market performance is good (Huainan, Suzhou, Lu'an, Anqing) overall sales also belong to a substantial decline; the main operating practices: display into the store + vivid packaging + large rebates + banquet breakthroughs, as opposed to the seed, Xuan wine investment resources are relatively more focused and prudent; Xuan wine's strong single product focus strategy to bring the benefits of resource focus, consumer perception, and the ability to make a difference. The benefits of a strong single product focus strategy are focused resources, consumer awareness, but the result is that a wave of prosperity, a wave of abolition is abolished, and in the mature market product aging, lack of profits and other issues because of a single product and can not swing, so there may be a wind of results.

Anhui nine prefecture-level city liquor market survey

1, Fuyang: Fuyang market capacity of about 1.5 billion, of which the urban area of about 600 million, the market capacity of a huge competitive, seed base camp market, through the multi-brand to achieve the full price coverage, the channel blockade is great, and is currently the main promotion of the price of 80-120 yuan and the Thai series, the performance is good. Performance is not bad. Xuanjiu entered the time is not long, by the seed blockade, the performance is general. Channel operation door frame high (due to seed blockade, in which the catering seed tight blockade, big store all in accordance with 30-55% cash discount buyout), big store brand store fee of about 20,000; circulation channel display requirements for cash display, 240 yuan a month, the big store is also the seed to invest in resources to buy out the sales volume does not require the investment of 2-40,000 liquor support.

2, Huaibei: Huaibei market about 1 billion or so. Seed, Xuan wine sales decline significantly, the mouth of the home base, the original one dominant into two racks. The mouth accounted for the dominant share. Local brands have obvious advantages, followed by Gujing vintage original syrup. Catering and terminal consumption trend is mainly between 70-100 price point highlights

3, Bengbu: Bengbu market liquor capacity of about 1 billion. Gujing strong area, Gujing atmosphere is good, mid-range wine hundreds of flowers, seed, Xuan liquor, Anhui wine king of the brands in full bloom. Consumption is an upward trend, the share of Gujing and Kouzi accounted for half of the rise in the strain (consumption dedication to upgrade five years, five years of Kouzi upgrade six years)

4, Huainan: Huainan market liquor capacity of about 600 million, the overall consumption structure is higher to vintage stock + Kouzi cellar is dominated by the atmosphere of the Gujing is better, but due to the policy reasons terminal sales motivation is not high, the middle and low-end to Xuanjiu + Seed + Welcome to the main, the main 4 + 4 + 2 pattern, the consumption of the Gujing is good, the consumption is good. About 4+4+2 pattern. Food and beverage door frame is high, large store entry fee of 8000-10000 yuan, some of the core store direct discount put resources (40-50%). County-level market door frame is lower, there are greater operational opportunities.

5, Chizhou: Chizhou market liquor capacity of about 800 million or so, mouth cellar and Gujing strong area, higher consumption levels, the basic consumption of wine face for more than one hundred yuan catering with a rate of strange high, so catering operations door frame is not high, but only as an image to show that can not be brought to sales and drive the market role.

6, Wuhu: Wuhu market liquor capacity of about 1 billion, the original seed wine in the Wuhu market performance is outstanding, now the sales decline is very serious. Now the market is mainly for the mouth series and Gujing original pulp series each accounted for half of the rivers and mountains, followed by the Yanghe, high-grade wine mainly for the Wuliangye-based catering business is developed, for the main competition channels, so the catering industry to buy out the cost of the threshold is high, buy out the wine department in the store display atmosphere is full of; the terminal business sales decline is serious

7, Tongling: Tongling market liquor capacity of about 600 million, the mouth cellar occupies an absolute advantage, followed by Gujing original pulp series, the sales decline is very serious. Absolute advantage, followed by Gujing original syrup series, and then Yingjiao Silver Star, occupying more than 60% of the market share. Yanghe and Gujing original pulp display given a year a signed; Yanghe for half a year to exchange once, exchange for the blue of the sky, capped at 50 bottles; Gujing original pulp for a year a payment, payment for the dedication version capped at 48 bottles.

8, Anqing: Anqing market liquor capacity of about 1 billion or so, the overall market capacity of urban mid-range wine about 150 million, of which the mouth, Gujing equal share of the world, occupying half of the river, seed 40 million, Xuan wine 20 million, the other 3-4 million (welcome to the driving, Wan Shu Chun, Yanghe, etc.). The operation of the door frame is not high, but the price tampering concentrated area; consumption structure is high, especially the banquet market, banquet wine is basically more than 100 yuan

9, Lu'an: Lu'an market liquor capacity of about 1.4 billion or so. The overall blossom, brand concentration is not high, there is no absolute strong brand, in the high-end to the mouth of the main, Gujing due to price increases and reasons, general performance. Low-end welcome to drive, seed, Xuan wine, light elegant, Wen Wang have sales, but can not be strong control of the market, welcome to drive a serious decline in the seed is not warm, Xuan wine up stage, so the overall pattern has not been formed.

Anhui liquor market consumption analysis

1, the consumption structure shows a relatively mature "a high and low" phenomenon. High-end mainly traditional wine-based, 130-300 between the price of consumption is not mature, the mainstream of consumption is still 130 yuan price for the mainstream, which is not business banquets, the consumption of high mainstream between 80-130 yuan;

2, the consumption of upgrading has manifested itself by the impact of the overall consumption capacity, belonging to the two-tier differentiation. To the mouth cellar five years as the boundary point, below this type of wine sales decline, and in a serious trend, the rise of light bottle wine, tier consumption highlights; and banquets with wine mainly in the mouth cellar five years or Gujing dedication-based, and is in the upward trend, the zero point in the 130 yuan;

3, white wine degrees are concentrated in the 40-46 degrees, to the strong aroma type dominated the sales share of more than 90% of the aroma type. More than 90% of the aroma sales share. Signs of white wine low degree is obvious, mainly in the middle-aged and young people, taste adaptability has been significantly enhanced, while 50 degrees above the height of the wine for the majority of people over 50 years old.

4, in addition to high-end liquor (such as Maotai, Wuliangye, Dream Blue, etc.) and light bottles of wine (old village head, Niulanshan, Jianzhuang, etc.), the consumer preference for local liquor in Anhui, belonging to a serious emotional exclusion type market.

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