Today, Lang Liquor announced that the ex factory price of its large single product qinghualang rose by 100 yuan. At present, qinghualang has become the first single product with an ex factory price of more than 1000 yuan.
According to public information, Sichuan Gulin Lang Liquor Sales Co., Ltd. issued the notice on price adjustment of qinghualang. According to the company’s research and decision, from now on, the ex factory price of 53 degrees 500ml qinghualang is planned to be increased by 100 yuan / bottle.
According to public data, in June 2019, Langjiu announced that the ex factory price of qinghualang products would be increased by 79 yuan, from 780 yuan to 859 yuan; In December, the ex factory price of qinghualang was further increased by 50 yuan to 909 yuan. It exceeds the ex factory price of Feitian Maotai by 969 yuan.
At present, the price of 53 degree single bottle of qinghualang in Jingdong flagship store, the official sales platform of Langjiu, is still 1499 yuan.
On September 17, 2020, Langjiu announced that the planned quota system will be implemented for Maotai flavor products from now on, and the retail price of qinghualang will be adjusted to 1499 yuan / bottle. Previously, in 2019, Langjiu announced that the future target retail price of qinghualang was 1500 yuan / bottle, and it will raise the price six times in three years.
On March 30, 2022, Langjiu announced that qinghualang would suspend accepting orders and shipping from April 1. In this regard, the industry generally believes that Baijiu enterprises to suspend delivery of key products or suspend orders, often an important signal for product price increases.
In March 28, 2022, Langjiu held a press conference to release the “internal control standards of Langjiu sauce products enterprises”, which put forward stricter requirements and restrictions for Langjiu Maotai baijiu.
At the meeting, Wang Junlin, chairman of Langjiu, said, “Langjiu plans to sell 13000 to 15000 tons this year, of which the quantity of qinghualang is 35004000 tons, and the rest are honghualang and langpai Tequ, etc. this year, if there is no such quantity, there will be no more. It doesn’t mean that we will sell 50000 tons if the market needs 50000 tons.”
According to public information, qinghualang is a strategic single product with a high-end price of 1000 yuan. The recommended retail price is 1499 yuan / 500ml. Its main competitors include Wuliangye Yibin Co.Ltd(000858) puwu series, Guojiao 1573, drunkard internal reference, etc. From the end of 2015 to 2017, Langjiu focused on creating Qinghua Lang and positioned it as one of China’s two largest Maotai baijiu.
According to the prospectus, Langjiu products are divided into high-end, secondary high-end, middle end and middle and low-end. The ex factory price is greater than or equal to 500 yuan / 500ml, which is the high-end product, with qinghualang as the core representative.
In 2019, the sales revenue of Baijiu Baijiu liquor was 3 billion 197 million yuan, and the sales income of second high-end liquor was 2 billion 131 million yuan, accounting for 64.07% of the total liquor sales. While the middle end Baijiu and the medium and low Baijiu liquor achieved 2 billion 455 million and 472 million sales revenue respectively.
