Baijiu liquor factory first factory price standing on thousands of large single product was born.
recently, the sales company of Langjiu issued a notice of price adjustment. From April 14, the planned ex factory price of qinghualang 500ml at 53 degrees increased by 100 yuan to 1009 yuan / bottle, surpassing the ex factory price of 969 yuan / bottle of Feitian Maotai, becoming the first large single product with ex factory price of more than 1000 yuan in the industry
An insider close to Langjiu said: “qinghualang is the core high-end strategic single product of Langjiu. Since April 1, the receipt of orders and delivery have been suspended. There are rumors from channel merchants that the price may rise. Now the rumors have been taken into account. The price adjustment may be considered in two aspects: one is based on the confidence in quality, the other is to improve the brand potential and open the level with competitive products.”
breakthrough pricing “ceiling”
Although the ex factory price exceeds Maotai, the guided retail price of qinghualang is still 1499 yuan / bottle, which is the same as that of Feitian Maotai. The reporter saw on Jingdong platform that the actual retail price of qinghualang is about 1200 yuan / bottle, which is still a big gap compared with the actual retail price of Feitian Maotai of about 2600 yuan / bottle.
Over the years, the price of Moutai’s 969 yuan, and the retail price of 1499 yuan, has been regarded as the “ceiling” of China’s mainstream high-end baijiu. This time, the ex factory price exceeds Feitian Maotai. What is Langjiu’s intention?
Baijiu marketing expert Xiao Zhuqing believes that in the current competition of sauce and wine category, the position of Langjiu is relatively weak. Facing the situation of Maotai in front and Xijiu and Guotai in the back, Langjiu needs to increase market investment, circle marketing and interaction with consumers. Langjiu is in the key stage of brand promotion. Raising the ex factory price will help to tap and make use of consumers’ mental resources and improve consumers’ price expectations for Langjiu
“We have done a lot of research and evaluation before raising the price of large single products, and finally dare to raise the price. This is qinghualang’s confidence.” The dealer said.
“In order to support the sales after the price rise, Lang Liquor may further control the quantity. At the same time, increase market investment and cultivate consumers, so as to stabilize the price rigidity of products.” General manager of intellectual curiosity, Cai Xuefei, an analyst of Baijiu.
Facing the problem of price adjustment and sales volume, Wang Junlin, chairman of Langjiu, takes a more long-term view. Wang Junlin stressed that “Baijiu pricing power is always in the hands of consumers. It is a matter for the enterprise to decide whether to rise or not to raise prices, but it is consumers who decide whether to buy the liquor or not.” At the press conference of “internal control guidelines for Langjiu Maotai flavor products enterprises” held on March 28, Wang Junlin said that Langjiu should follow the principles of “not pursuing short-term and unreasonable sales” and “not pressing goods and not overdrawing the market”.
is the quality “legislation”
On 28 3, Langjiu released the “internal control standard of liquor Baijiu flavor liquor enterprises”, using six chapters and 115 enterprise standards to standardize the production process of each drop of wine, storage, screening, blending and listing.
In the view of insiders close to Langjiu, the “internal control standard” is more like Langjiu’s “Declaration” of quality self-confidence and the “muscle” of Langjiu’s quality.
Langjiu said that the release of the guidelines is a solemn commitment to the quality of consumers, so that consumers can trust the quality of Langjiu more and consume Langjiu more at ease. Wang Junlin said that the open internal control guidelines are to clear up the source of Langjiu, let consumers “drink plainly” and make the quality of Langjiu real, transparent, traceable, perceptible and experiential.
From the sales return of 300 million yuan in 2002 to the sales remittance of more than 15 billion yuan in 2021, Langjiu has gone through a long and tortuous road. “Since 2015, we have made up our mind that only the ultimate quality is the only way to make Langjiu stronger, longer and bigger.” Wang Junlin said that after several ups and downs, the company has a deeper understanding of quality.
It is understood that in order to ensure that the products are strictly implemented in accordance with the standards, Langjiu must have a production and storage capacity several times that of the sales volume. Starting from this year, when the Double Ninth Festival falls in October every year, Langjiu will announce the reserves of that year, the output of the next year and the planned input of the next year.
“We announce how much wine we have sold and saved so that our consumers can settle their accounts. If Lang wine sells 10000 tons of hongyunlang one day, everyone will know that we are selling fake wine. This is the best supervision for ourselves.” Wang Junlin believes that the industry has been developing more rationally and its consumers have their own understanding of Baijiu through long-term development.
steadily promote listing
As the “six Golden Flowers” of Sichuan liquor, Langjiu and Jiannanchun are the only unlisted enterprises.
In June 2020, Langjiu, which has been seeking to be listed for many years, pre disclosed its IPO prospectus and plans to sprint the main board of Shenzhen Stock Exchange. However, after the pre disclosure of the updated prospectus in June 2021, there will be no following.
It is reported that the CSRC disclosed the “feedback” in 2021, requiring Langjiu to add 53 questions, such as “whether the restructuring of Langjiu group involves the loss of state-owned assets”, and its listing plan is subject to sudden variables.
Since the Jinhui Liquor Co.Ltd(603919) was launched in March 2016, the Baijiu sector has not been added to the new army for 6 years. Insiders told reporters that regulators have strict restrictions on liquor securitization, and in recent years Baijiu Baijiu companies have been listed on the stock market or have failed to make a listing of assets restructuring curve.
Whether Langjiu can become the second share of “Maotai flavor” after Kweichow Moutai Co.Ltd(600519) has attracted much attention in the capital market. At the press conference on March 28, Wang Junlin said: “Langjiu is steadily promoting its listing according to the requirements of the CSRC. However, whether it is listed or not, the quality of Langjiu is the most important. The listing is to make Langjiu more standardized, and we are fair to the listing. Whether it is listed or not, Langjiu will continue to move forward along its own development path.”
