“during the Spring Festival, many customers cancelled their orders, and some customers changed the original box order to loose bottles.” A Moutai dealer told China Securities Journal that the Spring Festival is a traditional Baijiu selling season, but this year it is showing that the peak season is not prosperous. The reporter found that in the face of the light market, dealers have offered “fancy promotion” tactics.
promotion “play” diverse
In a supermarket in Xicheng District, Beijing, the Baijiu counter is full of “sales of XX Yuan” and other promotional signs. Among them, the logo of “Yanghe Daqu (xintianlan bottle) 52 degrees 500ml buy a give B” attracted consumers to stop. According to the staff, the gift is “Yanghe Daqu (xintianlan bottle) 42 degrees 500ml”.
China Securities News reporter found that Wuliang state guest, Xijiu, Qinghua Fenjiu, Jiugui Liquor Co.Ltd(000799) , Xinghua village, Hongxing Erguotou and other brand promotions have their own “playing methods”. “This is the promotion of agents, not the activity of wineries and supermarkets.” According to the above staff, if it is “cash back”, it is necessary to settle the bill according to the price first, and then the staff will transfer the cash back amount to the consumer. “But the invoice should still be based on the bid price, and the cash back will not be included.”
The reporter found that these promotional activities are basically from February 1 to 28. Baijiu industry expert, general manager of Cai Xuefei, told the China Securities Journal reporter that many dealers were forced to carry out sales promotion in the busy season to accelerate the return of funds.
Maotai dealers have both joys and sorrows. A Maotai dealer in Beijing told reporters that during the Spring Festival this year, Maotai liquor sales were much worse than in previous years. “In previous years, many customers ordered more than ten cases, but this year only one or two cases, and even many orders were cancelled.” A large Maotai dealer in East China said that its customer source was relatively stable, and there was no cancellation before and after the Spring Festival, which was similar to the sales situation in previous years. “Moutai is basically in short supply. Now the Baijiu industry is constantly gathering to the head enterprises, and regional liquor companies have been seriously squeezed.”
Small and medium Baijiu dealers will have stronger shipments. Bing dwen dwen, a small and medium-sized dealer, Chen Juan (alias) to give more attention to WeChat’s circle of friends, to send “big trick” to buy the brand name liquor and send it to the ice pier. Dealer Cai told reporters that some small and medium sized Baijiu and wine dealers bought Moutai from their own pockets and tied up with their own wine.
Cai Xuefei said that in the long run, tie-in sales promotion will hurt his own brand. Ouyang Yu, chief analyst of Huachang securities food and beverage, told reporters that Baijiu liquor industry expanded from brand expansion to brand quality era. “Small and medium-sized liquor enterprises should spend more energy on brands, not just at the channel level.”
multi Baijiu market is cold
Huang Fu Shang Min, Secretary General of the circulation Committee of Henan wine industry association, previously said that the sales in the peak season of the Spring Festival in 2022 were not booming and the channel inventory pressure was high. Guan Chunxia, Secretary General of Zhengzhou alcohol industry association, said that Zhengzhou alcohol market has encountered the “coldest” Spring Festival holiday in recent years.
Citic Securities Company Limited(600030) the research report pointed out that the demand feedback in Henan, Tianjin and other places is relatively poor, and the secondary high-end wine with a high proportion of banquet scenes is greatly affected. The research results of Huachang securities show that the Baijiu market in Shandong, Guangdong, Zhejiang, Tianjin and Henan is relatively weak.
Cai Xuefei told China Securities Journal reporter that compared with previous years, Baijiu consumption during this Spring Festival is rather dull, and the overall sales rate is low. “Many factors have caused sales to be cold. The shrinkage of non famous wines is more serious than that of famous wines. At the same time, consumers are more rational.”
Looking forward to the Baijiu market in 2022, insiders said that investment in high-end Baijiu has been increasing and supply of industry has been increasing. There has been a situation of structural oversupply. Ouyang Yu expressed optimism that the Baijiu market passed the stress test smoothly and the industry’s annual stable growth base was set.
“The Baijiu industry will end the high growth period in 2022, but the potential of liquor will further strengthen, and the pressure of the low-end brands will be further increased, and the industry will enter the era of quality competition.” Cai Xuefei said.
