2015-09-10 16:09
Sales of high-end liquor market is also down to the dismal season also fell
CNDSN September 10th news (Beijing daily) with the Mid Autumn Festival, National Day approaching, the domestic liquor market ushered in the sales season, Maotai, Wuliangye in early 8 to raise the ex factory price and a number of prices, hoping to raise profits. However, Beijing Business Daily reporter survey liquor wholesalers, wine electricity suppliers, supermarkets, tobacco and other channels found that Maotai and Wuliangye's sales volume is not far from the business as well as expected. There are dealers actually broke the news, a month without a bottle of maotai. Is not difficult to find, to Maotai, Wuliangye, led by the domestic high-end liquor companies hope to improve the profit plan through the sale of the season to be lost.
Ex factory price adjustment
Sales down
In August Wuliangye contrarian price, prices of core products "& Five" by 609 yuan per bottle adjusted to 659 yuan. Wuliangye relevant responsible person said, from the first half of the situation, the price stability in the rise, and from the future development trend of the market, in line with market and consumer expectations."
Maotai immediately thereafter iron price protection, put forward "2015 contract amount in 10 tons and above the distributors and stores, wholesale prices of 53 degrees Feitian Maotai circulation below 850 yuan / bottle sales, once verified it would not renew in 2016. The contract."
Maotai, Wuliangye price deal moon, also is in the autumn season, the reporter interviewed a number of dealers found, Wuliangye ex factory price adjustment, a serious decline in sales; and Maotai dealers still have price channels below guidance, the dealer said frankly, "a bottle of wine only earn $5, prices do not to make money, but to low-priced products drive lucrative product sales, maintenance of customer groups to attract consumer."
A wine chain of sales manager, said Maotai, Wuliangye sales this year are not good, a year worse than a year, in the high-end buy less. Wuliangye raised ex factory price, the channel price also rose 50 yuan, now is 640-660 yuan, but there is no market price, sales fell very much. He also admitted that, Maotai, Wuliangye or high-end liquor which is best to sell".
Beijing Daily reporter also visited a number of super and tobacco retail stores, supermarkets Wuliangye "Cape" price concentrated around 700 yuan, 53 degrees Feitian Moutai price concentrated in 980 yuan or so. Not counting cigarette and liquor vendor "Five", 53 degrees flying Moutai prices even fell to 630 yuan, 830 yuan. But even so, Beijing Daily reporter visited found that the supermarket Maotai, Wuliangye counters and tobacco stores sell very quiet. Carrefour supermarket, a staff member said that this year's promotional efforts than in previous years, but sales are not ideal. He told reporters, but Mao five or just need to be a gift of people to buy". Shijingshan Yonghui supermarket is to direct the Maotai products lock in the glass cabinet, around unattended, other containers staff also is not clear the whereabouts of the container of the sales staff. In addition, some smoke Hotel goods can obviously have been accumulated for a long time, in peace in the west of a smoke Hotel, the reporter found that a few bottles of commodity display bottle have accumulated a thick layer of dust. Maotai, Wuliangye rush to raise prices in the pre - season is not up to the purpose of stimulating sales.
Channel price instability
Maotai sales control failure
In recent two years, the liquor industry is in the depth adjustment period, the government market and high-end dining shrinking, bulk buy reduced, making the traditional channels of competition is becoming increasingly fierce.
A reluctant to be named Maotai store manager reflect, Maotai channel price of 830-840 yuan, lower than the manufacturer's guide, "the retail price can be 850 yuan, according to the guidance price, even so sales are falling, it is difficult to get up, this month is not shipped". He also revealed that this year's price is really cheaper than in previous years, and the goods on the market is rich, are not like before that stockpile.
Xue Fei Cai liquor industry analyst told reporters that the liquor industry channels can be broadly classified as business super, hotels, restaurants and the smoke of the hotel, the super high cost is mainly used as image display, hotel and catering market by market constraints increasingly lonely; smoking hotel become the main channel. However, nearly two years domestic about 1 / 3 of the smoking hotel collapse, which the manufacturers repo is only a drop in the bucket, billion yuan of Yahuo thereon into the flow of the market, this is the high-end liquor prices difficult to control.
In fact, the interview with a number of smoke hotel staff that in addition to the affected by the downturn in the industry, low-cost electricity supplier strategy impact on the traditional channels is great, especially annual "double 11, core products such as Maotai, Wuliangye will burst of ultra low cost, a part of consumers even even the dealers will took the opportunity to hoard goods.
Reporters learned that at present winebibber net, 1919, the network of wine and other business platform, "the Fifth Census", 53 degrees Feitian Moutai price is $699, 859 yuan. Mr. Fan said the low-cost electricity supplier brewmaster network, the main products are the core role of drainage, will control the number of shipments.
It is understood that liquor companies have realized the past with a single sales performance for the channel assessment, it is easy to lead dealers to return the funds, in order to maintain the stability of the dealer and the terminal team, and now some wine enterprises have introduced a variety of assessment methods, such as inventory consumption rate is the standard of diversification, the manufacturers and large dealer interests tied, manufacturers of the depth of cooperation, fine market operation, to stabilize the price system.
Maotai Sales Company Mao product manager Lee said that the price of Maotai is to adjust the market itself, the enterprise is not planned for price intervention.
Wuliangye group, the relevant person in charge of the public relations department, said Yu Yi Yu, told reporters that the product price is classified as the company's market, the future is to adjust the public relations and do not know.
Market rebound has not supported
After the holiday or cut the price
The reporter understands, before 2013, Wuliangye "Cape" ex factory price originally to 659 yuan; in 2013, by the impact of policy and market, the liquor industry in the doldrums, severe decline in market demand, Wuliangye contrarian will "Cape of" price to 729 yuan, results are not satisfactory, the price upside down serious, the deterioration of the relationship between supply and demand, until May of last year, Wuliangye conform to the market demand, will be ex factory price straight down to 609 yuan and gradually improve price inversion problem. In this year, Wuliangye dealer meeting, Wuliangye official has publicly announced this year will adhere to the "Cape" 609 yuan of the ex factory price, and strive to achieve Shunjiaxiaoshou in 2016 before the Spring Festival. However, not until the end of the year, Wuliangye changed my mind again, contrarian price. The wine industry chain sales manager said that after the formula down the cliff, the high-end liquor price adjustment is normal move, especially Wuliangye, before prices upside down to sell a bottle of compensate a bottle, after the price adjustment reduces the degree of loss of dealers.
But more people in the industry is not optimistic about the price of high-end liquor, that the price is not acceptable to consumers, but will threaten the price of wine prices system.
Cai Xuefei pointed out that the high-end liquor intensive price adjustment does not mean that the liquor industry to pick up, and now the industry has bottomed out, but did not like the rebound in imagination, is still in the doldrums. If only from the market price of view, Mao five prices may again decline, but as the core of the domestic first-line brands, 'Pu five' and 53 degrees flying Maotai prices are likely to fluctuate only slightly."
Jin Yufeng liquor marketing experts also said that Maotai, Wuliangye price adjustment to the dealer very price, but now liquor market has yet to pick up, if the shipping Mid Autumn Festival amount is larger, postganglionic neutral shipping rate decreased, the price may be the second bottom. And Wuliangye's sales and prices have not achieved a virtuous cycle, the price is no support point, the relationship between supply and demand can not be restored, the dealer is difficult to support.
Wine industry analyst Ouyang Qianli said that the Mid Autumn Festival, the Spring Festival is the liquor the most important of the two festivals, the Mid Autumn Festival price means that the new year will rise or agencies do not have the confidence to continue the purchase. Generally speaking, liquor making enterprises in the Mid Autumn Festival and Spring Festival two slots sales to occupy 70% - 80% throughout the year, so in the Spring Festival after prices are likely to hit bottom again. 3
(original title: the high-end liquor market is also declining sales volume is also down)
Editor: Wan Wan
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