Hunan Baijiu Market: strong consumption ability, weak brand in the province. Judging from the output, the Hunan market is the same as the Shaanxi market. The market size of Baijiu sales in the province is about 30 billion yuan, and the consumption power is strong. But the local brands in the province are in a weak position in the market. Besides the Baijiu and Xiangjiao, the sales scale of other key liquor enterprises are all around 1-3 yuan, and the whole market is not showing Jiangsu. In the competition pattern of high market share of local brands in Anhui and Shanxi markets, it is expected that the sales of brands in the province account for only 1 / 3 and show a downward trend, and brands outside the province are relatively strong in the Hunan market.
Changsha market grassroots research feedback. In this grassroots survey, we visited the liquor terminals in Gaoqiao market in Changsha. From the products recommended by shopkeepers, Baijiu mainly sells the local brand of Xiang cellar and alcoholic, and the price is concentrated in the 200-300 yuan range. In the secondary high-end price band, the shop owner recommends more Jiugui Liquor Co.Ltd(000799) red altar, and more than 400 yuan of high-end products are mainly exported to other provinces, such as Jiannanchun, Sichuan Swellfun Co.Ltd(600779) and the Yanghe River. At the same time, the shopkeeper mentioned that both Wuliangye Yibin Co.Ltd(000858) and Wuliangye Yibin Co.Ltd(000858) are popular choices for business banquets; From the perspective of flavor type, fragrant flavor type and strong flavor type are the mainstream, and sauce liquor is also recommended. Qinghua Fen Liquor with light flavor is mostly displayed but not actively recommended; From the perspective of product price, in Changsha market, the price band of 200-400 yuan is the main price band of real estate wine, while the sub high-end price band of 400-800 yuan is monopolized by brands outside the province, and the price band of internal reference above 800 yuan has good competitiveness; From the perspective of driven sales, it is still relatively flat at present, and the willingness of terminals to purchase goods and accept pressed goods is low. The epidemic situation in regions outside the province has repeatedly affected consumer confidence. With the approaching of the Spring Festival, the willingness of terminals to take goods and mobile sales are expected to improve month on month.
Feedback from dealer conference Jiugui Liquor Co.Ltd(000799) : development is on the way. From the visual experience of the scene, the manufacturers are not arrogant and impetuous, and the dealers are positive and enthusiastic. At the meeting, the leaders of COFCO and Jiugui Liquor Co.Ltd(000799) reviewed the rapid development process of alcoholics in recent years, summarized their achievements and looked forward to the future. Most of the dealers present were enthusiastic, took a positive view of the company’s development prospects, and had a strong sense of brand identity. At the conference, the company made a comprehensive summary of the work of the year, analyzed the reasons for the current high growth of the company, and shared the work direction and marketing strategy for the coming year. At present, with the development of both internal participants and drunkards, COFCO has continued to optimize its management mode and organizational structure. At the same time, thanks to COFCO’s endorsement and resource blessing, Jiugui Liquor Co.Ltd(000799) has achieved accelerated revitalization. At present, the company focuses on the long term, emphasizes the cultural attribute of Jiugui Liquor Co.Ltd(000799) and the co construction relationship with manufacturers, which is conducive to long-term and steady development.
Dealer conference feedback Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) : “new journey of the 14th five year plan”. At the Fenjiu global distributor conference, the new party secretary and chairman yuan Qingmao made his debut, emphasizing that Fenjiu should recognize the four advantages in the future development, achieve the four focuses and persistence, and continuously promote the development of the company. At the same time, Li Jun, deputy general manager of the company and general manager of Fenjiu sales company, made a special report on the practice of Fenjiu marketing reform in the past five years and the direction of future efforts, Not only summarize the development achievements, but also see the current shortcomings. At the same time, it is proposed that the company will take the market as the center and promote the reform around the overall reform policy of Fen Liquor Marketing of 133238 in the future. The success of Fenjiu’s development in the past comes not only from the accumulation of natural flavor advantages and brand strength, but also from excellent product quality and institutional vitality released by reform. Qinghua Fenjiu and Bofen at the product end are expected to drive the further development of medium-sized liquor outside the province. The reform dividend will continue to release and open the ceiling in the future. The company is realistic and pragmatic and has a strong development momentum, We are optimistic about the new development of Fenjiu during the 14th Five Year Plan period.
Risk warning: the epidemic situation has repeatedly affected the dynamic selling of Baijiu, and the sample selection or error exists.
