Baijiu consumption market in Spring Festival is a few joys and worries.
Affected by the epidemic, alcohol consumption has shrunk. During the Spring Festival this year, the consumption of sauce and wine decreased significantly. Some dealers reported that the prices of some products of second-line sauce and wine brands had been inverted.
From the terminal point of view, the new year in different places has brought the tide of urban consumption and directly promoted the upgrading of consumption. Reporters learned from the terminal that the best selling in previous years was below 100 yuan. The price of the best selling products in the supermarket is 70-150 yuan / bottle of boxed Baijiu this year, and the price is obviously improving.
the temperature of sauce and wine decreased significantly, and the prices of some products hung upside down
Beijing Baijiu liquor dealer told blue whale financial reporter that the number of people entering and leaving Beijing has been greatly reduced by the epidemic. The scale of the Spring Festival migration has weakened, the number of business entertainment and entertainment consumption has declined, and the consumption of wine has been shrinking. Sauce and wine brands have cooled significantly, and some products of second-line sauce and wine brands have even seen price upside down.
“In fact, since the second half of last year, second tier brands that used to enjoy the dividends of sauce and wine, such as Diaoyutai, have not sold as well as before.” A senior Baijiu liquor practitioner told the blue whale financial reporter, “after all, the sauce wine is too hot last year. Now it is normal to adjust the temperature. It is good for the industry to develop in a reasonable profit space. Otherwise, the price is not stable, and the basic selling stock is a problem.”
Dealers in Tianjin and Nanjing also told blue whale financial reporters that this year Baijiu sales are “general” and “not as good as before.”
The reason why Baijiu is not prosperous is generally considered to be affected by the epidemic.
For example, a chain liquor merchant told blue whale financial reporters that he did not go home for the Spring Festival for two consecutive years and could not visit his relatives at home. One or two spring festival alone would reduce the consumption of 10 or 20 cases of alcohol. Countless people in the country are affected by the epidemic.
Some liquor merchants also showed resilience to pressure in the epidemic.
A liquor merchant in Beijing said that compared with last year, this year’s Spring Festival performance was better. Because of the epidemic situation in Hebei in January last year, the goods could not come in or go out, so they were prepared in advance this year. From the perspective of wholesale business, except for the two regions with relatively serious epidemic in Zhejiang and Shaanxi, other regions have little impact.
Changsha wine merchants also said that the brands they represent have performed well this year.
Cai Xuefei, an analyst at Baijiu, told blue whale financial reporters that the price of liquor in the early stage was serious and the digestive cycle was prolonged. The spring festival became the opportunity for the distributors to make the most of their products.
consumption upgrade, 70-150 yuan / bottle of boxed Baijiu become the key to
The cooling and heating at the end of the channel are uneven, and the terminal situation is also differentiated obviously.
Blue whale financial reporter saw a two Beijing brand in the Wumart supermarket. The popular brands are Baijiu mountain and Hongxing. These two brands are highly recognized by consumers, especially Niulanshan.
The reporter interviewed five consumers at random. The wine delivery at home is basically to buy Niulanshan. Others also choose brands such as Hongxing, Fenjiu, Yanghe, Baishui Dukang and so on.
At a Yonghui Superstores Co.Ltd(601933) in Beijing, the salesperson told the blue whale financial reporter that most consumers choose wine mainly based on its cost performance. The best selling product in the past year was below 100 yuan. The best selling product in the supermarket this year is 70-150 yuan / bottle of boxed Baijiu, and the price is obviously improving. “For example, Niulanshan treasures and 42 degree Yanghe sea blue sell well. There is only one bottle of Yanghe sea blue from yesterday.”
Compared with offline supermarkets, the price segment of online Baijiu sales is relatively higher.
According to the 2021 online alcohol consumption report released by Jingdong consumption and Industrial Development Research Institute, the online transaction volume of alcohol categories has increased year by year in recent three years, and the average customer unit price has increased steadily. The transaction volume in 2021 increased by 32.0% year-on-year.
Especially in the past two years, the unit price of Maotai flavor, Luzhou flavor liquor and Qingxiang Baijiu liquor has been significantly improved, and the premium ability of Baijiu brand has increased. Moreover, the consumption of different flavor Baijiu liquor showed obvious age difference. Consumption of Maotai Baijiu liquor is higher among users over 36 years old, and consumption of Maotai flavor is the highest among users aged 46 to 55. The proportion of Luzhou Baijiu consumption is higher with the younger users.
Photo source: 2021 online alcohol consumption report by Jingdong consumption and Industrial Development Research Institute
Tmall Global’s consumption of drinks during the Spring Festival is also quite different from offline.
Tmall global data show that during the Spring Festival this year, imported drinks have become the new year goods of Lbx Pharmacy Chain Joint Stock Company(603883) . During the Spring Festival, tmall Global’s sales of imported drinks increased by more than 50% year-on-year, including foreign wine, wine and fruit wine.
Among the foreign wine categories, whisky, plum wine, sparkling wine and new year’s special foreign wine gift box sell best. From the perspective of hot selling brands, high Vintage whisky and single malt whisky represented by Roman lake have attracted a lot of attention and loved by consumers. With the enthusiasm of female consumers and emerging young people for foreign wine, fruit wine commodities represented by Choya plum wine are popular, which is suitable for consumers to try various special drinking methods during the Spring Festival. At the same time, a batch of sparkling wine from non-traditional wine producing areas also continue to attract young consumers in taste and appearance.
Cai Xuefei believes that this year Baijiu industry continues to continue the pattern of strong differentiation. The new year’s consumption has brought about a new wave of consumption in cities, which directly promotes consumption upgrading. This means that the possibility of famous liquor is more, and consumption in the Spring Festival has not been much affected. Medium and low-end liquor has shrunk seriously, and it is still difficult to increase the promotion force.
