In the second half of 2021, the high-end Baijiu market, such as Moutai, Wuliangye Yibin Co.Ltd(000858) , Luzhou Laojiao Co.Ltd(000568) and other famous liquor brands, had been heard of and released.
Listening to flower wine quickly opened up China’s high-end Baijiu consumption market, and became a “good heart” of high net worth people. Behind it, the ” Qinghai Spring Medicinal Resources Technology Co.Ltd(600381) ” performance in the capital market was equally dazzling, 49 days, 9 trading days, the share price rose 100.69%, and the market value increased by 5 billion 100 million. At the same time, the praise and controversy of flower wine coexist, and the flow and reputation soar together, which has become a hot topic in the industry and consumers, and continues to trigger heated discussions in many ways.
On April 7, fenghuang.com and Qianli think tank held a special online seminar on listening to flower wine, inviting industry experts to have an in-depth discussion on the development trend of wine industry, listening to flower wine marketing mode, process innovation and future development, and had a wonderful collision of ideas and exchange of views.
At present, Baijiu is facing two problems. One is overcapacity, the other two is the lack of demand. On the data, Baijiu output increased from 1358 million liters in 2016 to 715.63 000 liters in 2021, down 47%. The decline in liquor production is actually the continuing intensification of industry differentiation. In the next three to five years, the market of famous Baijiu will continue to grow, and the non famous liquor market will continue to shrink, forcing enterprises to speed up the branding process. I believe that the era of Chinese liquor in full bloom will soon come, and the concepts of brand main cultural wine, regional wine and health will become a new consumption hotspot.
Listening to flowers can detonate huge traffic and many topics in a short time, which is successful at the marketing level. The advertising of China Central Television and people’s daily and the multi angle reports of several authoritative media can quickly establish the brand image, provide quality endorsement for products and achieve breakthroughs for key groups, which is of positive significance for the introduction of brand concept and the cultivation of quality taste in the early stage.
The great controversy about the Baijiu is due to its inherent cognition beyond traditional Baijiu, including the social value of high-end liquor, and the breakthrough in the theory and technology of scientific drinking and the brand marketing level. From the perspective of market popularity, Tinghua wine has entered the mainstream vision, and the relevant market sales work is progressing smoothly.
I drank four bottles of flowers with several people in Anhui, and the whole feedback was very good. There was great innovation on the basis of traditional baijiu. The taste and the way of drinking of alcohol had their own set of standards, and the feeling of experiencing was better, for example, the characteristics of “drop the saliva and produce saliva”. In terms of aroma, taste and palatability, the content of old wine is really high. There is no problem with human comfort. But it is too expensive and its efficacy is difficult to measure in the short term. Of course, Tinghua has also done some validation studies, including the human control group experiment. Although it is controversial, it must be more convincing than the traditional one.
Objectively speaking, listening to flower wine makes wine with a scientific attitude, which affirms the innovative value of the wine industry. Its innovation points also need to enhance the understanding and interaction with consumers. Its development prospect depends on whether the brand and quality advantages can be implemented to the specific marketing level to provide consumers with products that meet their own needs. From this perspective, listening to flower wine has opened up a new practice path for China’s high-end baijiu.
The Chinese Baijiu market will have two trends in the next three years: first, the market differentiation will intensify, and the “value type” Baijiu will gradually dominate. The “price type Baijiu” will quit the market competition after 5 years. Wine enterprises should pay more attention to value shaping and continue to work in the direction of low harm, high technology and the concept of old wine. Second, the Matthew effect of provincial leading enterprises is prominent, and the stronger the strong, the weaker the weak. Although the head enterprises are in the bonus period, foam is common. There is a situation that famous liquor is only bought or drunk, and the rate of opening is low.
At a time of rapid changes in the industry, Tinghua entered the bureau with the potential energy of authoritative media and completed the first step of creating a new brand. From the three dimensions of brand, it is a systematic project to form industry brand, channel brand and consumer brand. If it is only limited to the industry, dealers and not in the consumer cup, it is a terrible thing. The promotion of flower wine should be reduced from large to small, focusing on private domain traffic, aiming at target consumers and ashes tasters for accurate dissemination. It should be known that 80% of consumers of high-end wine are not buyers. And Baijiu liquor for public promotion will certainly bring controversy and abuse.
Previously, I had tasted 10 kinds of high-end Baijiu consumers, listening to wine, from incense to taste, entrance to taste, and so on. The overall evaluation is very good. Three or four people said that the taste was plump, but the degree of soy sauce flavor was not enough. I think the ingredients of Tinghua old wine are relatively high, so it won’t be so popular.
The Chinese Baijiu came to a very difficult crossroads due to the epidemic. Although the data released by many famous liquor enterprises in the first quarter of 2022 are very beautiful, the actual consumption is blocked. China’s leading liquor enterprises are less impacted, but they rely on inventory consumption; Regional representative brands have increased appropriately, such as Jiangsu Jiangsu King’S Luck Brewery Joint-Stock Co.Ltd(603369) , Jiangxi site, Henan Yangshao, etc; Regional liquor enterprises, especially small and medium-sized liquor enterprises with annual sales of 30 million to 50 million, are under great impact and great survival pressure.
I think there will be three major trends in the next 3-5 years: first, the high-end and brand concentration of famous wines; Second, the hot tide of sauce and wine has subsided, and only 3-7 sauce and wine enterprises have developed stably and increased significantly; Third, under the leadership of Wuliangye Yibin Co.Ltd(000858) , Luzhou Laojiao Co.Ltd(000568) , Jiannanchun and other advantageous brands, Luzhou flavor will steadily hold its market share.
Listening to flower wine can get the widest spread in the circle in a short time. It adopts the communication route of “taking the edge of the sword”, which has rapidly improved its popularity. It has won attention in communication and become a talk capital after dinner. At the same time, the market value of the stock price has doubled in 49 trading days, and there are indeed two brushes. Next, we should also enhance the reputation and acceptance, strengthen the implementation of marketing and speed up the collection of sales.
The above are suggestions at the marketing level. At the product level, I only tasted two cups of tinned flower wine, but I didn’t feel the miraculous effect of publicity, and it’s not as worthless as it is said. Listening to flowers is still bold in process innovation, but I think we should not make too many articles on efficacy. Overemphasizing efficacy will be counterproductive.
The view that “excessive drinking is harmful to human body” is well known. Listening to flower wine wants to reduce the harm of alcohol to human body through process innovation. This spirit is worthy of affirmation and is also the gospel of many consumers. However, it should also present the characteristics of technology and efficacy in a more data-based way. Only when there is a picture and a truth can communication have power.
In the face of such a new thing as listening to flowers, although I still have many concerns, as people in the industry, I should be more tolerant and understanding. On the whole, I am still optimistic about this innovative behavior.
In my view, the industry is not “foam”, the liquor industry began to decline in 2012, and began to recover in 2016. From the aspect of production and sales, many enterprises are not having a good time. If we really want to say that there is “foam”, it may be in sauce wine, and the industry will enter a new wind season in 2020. The Moutai sauce is hot.
After the Spring Festival of 2022, we found that many enterprises in Maotai Town were very sad. The first quarter was zero, and the foam was gradually dissipating.
In the next 3-5 years, I think the overall development trend of the wine industry will continue to decline and further bottom down. Fragrance will continue to rise in flavor type, forming a pattern in which Luzhou flavor, soy sauce flavor and fragrance are divided into the world, while the fragmentation of consumer groups will reduce the brand concentration.
For listening to flower wine, there is no need to talk about quality. Its pricing is far beyond the limits of commodities, and there must be no problem at the quality level. To achieve value for money and value for money, it is more necessary to convey the spiritual value to consumers in order to arouse consumers’ awareness of their sense of value.
Listen to the results of in-depth research conducted by flower wine in cooperation with professional research institutions. Consumers still recognize them. They can reduce injury and increase function by reducing the time alcohol stays in the body.
In terms of marketing, the wide spread of holding high and fighting high will give people a feeling of “people are stupid and have more money”. Brand communication can not be solved with money. The times are changing and consumer groups have been labeled. We should make good use of modern tools to communicate and interact with consumers in a zero distance, so as to achieve accurate communication.
At present, the wine industry is moving towards the aspect of “ten thousand fragrance blooming and ten thousand fragrance contending”. Many wineries are emphasizing their own personality and characteristics. At present, it is also an era of consumer sovereignty and personalization. Therefore, the brand that carries out innovation, forms its own characteristics and makes people remember has a future. I wish listening to flower wine will be better and better.
Starting from the category of sauce and liquor, Maotai’s market is basically stable. In addition, for the medium waist and tail liquor enterprises, Maotai town is very sad. It can be clearly felt that the demand side economy continues to decline, the consumption capacity gradually fades, the capital fever can’t keep up, the channels can’t play, and the consumption is not accumulated. From the current analysis, the market presents a trend of obvious differentiation. I think the new cycle of sauce and wine industry has come.
The high-frequency, high-strength and highly saturated advertising can indeed play a certain role in the marketing mode of listening to flower wine, which helps to improve the popularity of the brand introduction stage. For example, the amazing price is remembered by people. In addition, it remains to be considered whether its added brand value and functionality really reach the precise consumer group.
A few days ago, I invited a dozen of the older ladies in the Baijiu ring to taste the wine. 10 of them were the founder of the sauce wine brand, 5 were the owners of the liquor factory, and the 6 were the provincial liquor judges. There are many ingredients in the koji of Tinghua wine, but the taste doesn’t grab the taste at all. It can balance and coordinate the taste so well, which shows the technical advantage of Tinghua wine. In terms of taste, I think it’s done very well. It’s even more like traditional sauce wine than Maotai sauce wine.
Besides, whether the emphasis on efficacy will weaken the value of Baijiu is also discussed. I think the core of the brand is purchase. Efficacy and health are only bonus items, not necessary items.
In my opinion, Tinghua liquor has its original characteristics in terms of brand, marketing and health. Especially in Chinese Baijiu consumption, face is more important than everything. I believe that Tinghua must have plans for the future, and I am optimistic about its development.
In 2022, the mainstream Baijiu belief in capital market was encountered in Waterloo, and then caused the “cold thinking” of Baijiu and even sauce wine in the industry. Some people proposed that sauce wine enter the “second half” and others proposed “fragrance revival”, which shows that the industry is full of “uneasy” or even “confused” about the future.
In fact, since 2012, Baijiu production capacity has been oversupplied, and has been plunged into the third industry adjustment. The industry recovery since 2016 is the recovery of famous liquor / head enterprises, and its growth stems from the squeeze on second and third tier liquor enterprises.
With the decline of per capita drinking frequency, per capita drinking volume and school-age drinking population, coupled with the arrival of the outlet of consumption upgrading, the consumption of alcohol products is further forced to concentrate on “better quality and larger brand”, which means that the competitiveness of second and third tier liquor enterprises is weakened. Coupled with the persistence of the epidemic, the reduced business banquets are bound to increase the amount of single consumption, further aggravating the arrival of consumption upgrading.
Liquor enterprises will think deeply about three issues: how to make the quality more transparent, how to make the price stand, and how to make the brand warmer.
For the team listening to flower wine, the strong endorsement and high-density communication is “routine”, but it is “fresh” for the wine industry, because most wine enterprises really “can’t”, large wine enterprises feel little significance, and small and medium-sized wine enterprises are “shy in their pockets”. At a time when attention is extremely scarce, Tinghua wine can become a “well-known brand” in a short time, which has completed the accumulation of many wine enterprises for more than ten years or even decades, which is worthy of recognition.
Listen to flower wine. I have drunk it more than once. I often organize the “Xiaoao Wine Bureau” to taste flower wine and other wine products. Drinkers generally reported that the “listening, viewing, smelling, burning and tasting” created by listening to flower wine made participants enjoy it. For “the mouth can hold, the aftertaste is resistant to fine products”, “the mouth drops to produce saliva” and “the second sense of celestial body”, they all reflect well, and they are also willing to drink Tinghua wine again.
Listening to flower wine, through the price, successfully attracted the attention of all circles and successfully captured the hearts of drinkers. In the activity of “Xiaoao liquor bureau”, the wine drinker said with a smile that I can’t afford to drink / buy tinned flowers, but I really want to drink.
In the future, the Baijiu industry will have a new brand, and there is only one way, that is, “high-end”, because “only high-end can have the chance to nationalization”. We are optimistic about the innovation of listening to flower wine. We hope it can be further “transparent”, further enhance the content of science and technology, and walk out of its own way. If we can prove that “the influence of Baijiu and alcohol on human body” is different, for liquor industry, it is a “work in the contemporary era, the benefits of the Millennium”.
