According to media reports, recently, liquor enterprises began to layout the marketing of next year’s Spring Festival, mainly including payment policy, price policy, channel policy, etc. From the published information, we judge that the marketing policy of next year’s Spring Festival may be similar to that at the beginning of this year, and the payment rhythm will maintain a relatively early layout.
According to the information released at present, this year’s payment policy is still based on price increase. According to the Beijing News, on December 15, Luzhou Laojiao Co.Ltd(000568) Guojiao Liquor Sales Co., Ltd. issued the notice on adjusting the 52 degree Guojiao classic decoration terminal channel price system in the Central South and southwest regions, It is suggested that the planned quota supply price of 52 degree Guojiao 1573 classic packaging (500ml 6 bottles) terminal channel should be increased by 70 yuan per bottle, and the unplanned quota supply price should be adjusted to 1080 yuan per bottle. On December 16, platform providers in more than 1573 regions issued documents that the initial National cellar quota in 2022 has been implemented, and the sales orders of all products of Guojiao 1573 will not be received from now on.
Previously, Sichuan Swellfun Co.Ltd(600779) issued a notice to adjust the price of Sichuan Swellfun Co.Ltd(600779) product collection master edition from now on. The group purchase price of 52 degree 500ml collection master edition was increased by 50 yuan / bottle, and the retail price was increased by 200 yuan / bottle; The group purchase price of the collection master version of 38deg 500ml is increased by 40 yuan / bottle, and the retail price is increased by 100 yuan / bottle.
On December 13, Sichuan Tuopai shede Marketing Co., Ltd. issued a notice to fully reflect the value of old wine and comprehensively promote the strategy of old wine, The price system of collection shede series products is adjusted as follows: 38 / 42 / 52% vol taste · shede (Collection), the ex factory price is increased by 30 yuan / bottle, the dynamic sales margin remains unchanged, and the terminal recommended retail price is adjusted to 819 yuan / bottle; 52% vol wisdom · shede The ex factory price of (Collection) is increased by 50 yuan / bottle, the movable sales deposit remains unchanged, and the recommended retail price of the terminal is adjusted to 1199 yuan / bottle. The notice will be implemented from January 1, 2022.
First, from the perspective of marketing, the price increase will help boost the confidence of dealers and ensure the appreciation of dealers’ inventory; Second, it can promote dealers to make money and ensure the completion of the task of making a good start at the beginning of the year; Third, the price rise also sends a signal to the market that consumers feel like hot sales.
We judge that during the Spring Festival sales next year, liquor enterprises will still arrange dealers to make payment in advance, and the overall progress of industry payment will be ahead of schedule. As the overall dynamic sales in the Mid Autumn Festival this year is relatively stable, the industry is conservative in the prediction of dynamic sales in the Spring Festival next year, but we judge that the industry will still maintain a relatively stable growth and pay attention to the layout and release of high potential energy enterprises in the early stage next year.
Risk tips:
The impact of the epidemic has increased, has a greater impact on the macro-economy, and has a greater impact on the demand for food and beverage. The company has major management defects, etc.
Review of Hong Kong Stock Market:
This week, the essential consumption index of Hong Kong stocks rose 0.77%, of which the rise and fall of key companies were: Zhou Heiya – 13.92%, Yihai International – 4.82%, China Feihe – 3.28%, nongnongshan spring 3.70%, Mengniu Dairy – 1.75% and Budweiser Asia Pacific 3.64%.
