After liquor products in Guangzhou experienced a period of continuous rise, they need to make new adjustments to the price positioning and even to market strategies, which will lead to a gradual “cooling down†of the market atmosphere.
Since March, the liquor market in Guangzhou has gradually cooled down from the fiery atmosphere of the Spring Festival season, in which the “retreat†of high-end liquor is very obvious, which is closely linked with the market environment and the rational changes of dealers and consumers.
According to a survey conducted by the reporters, the major supermarkets and shopping malls in Guangzhou, the prices of famous wines have been pulled back. The price of flying Maotai has dropped from the original price of 2,480 yuan/bottle to 2,180 yuan/bottle, and the 52-degree “Wuliangye 161 article source China Wine News 8†has been priced. 1199 yuan, compared to the highest price during the Spring Festival down 200 yuan.
Given that Maotai has always maintained a firm upward trend in recent years, this price drop has caused many concerns.
Liquor product market sluggish performance From the market environment, liquor products continue to face multiple pressures from wine, wine, etc. in Guangzhou. In 2011, the downward trend of imported wine prices was very clear. Many imported wine merchants have realized that it is difficult to sustain the continuous growth of brands and markets by relying solely on limited group purchase resources. Imported wine products must be introduced into retail channels as well as self-consumption of mass consumption. . This shift was first reflected in the price of the product. For example, high-quality imported wine with a price below RMB 100 is not uncommon in Guangzhou.
For example, Zhu Sixu, deputy director of the Bureau of Alcoholic Wine Monopoly in Guangdong Province and chairman of the Guangdong Provincial Liquor Industry Association, said that if liquor can still be maintained in the Guangdong market in the first two years as “one of the three points of the world,†then the current situation Even more difficult, in some wine chain terminals and electronic sales platform, liquor products can only account for about 20% of the total sales, while the chain terminal is now the main sales channel of alcoholic products, electronic channels also represent the alcohol production Districts and young consumers, and future market contact, liquor products performance in these two positions are weak, the prospects are worrying.
The atmosphere of the high-end liquor market has gradually cooled down. It is in this passive environment. After liquor products have undergone a period of sustained rise in Guangzhou, they need to make new adjustments to the price positioning and even to the market strategies, which will lead to a gradual “cooling down†of the market atmosphere. The market prospects for mid-to-high end products such as Yanghe and Langjiu are generally optimistic. The price range of RMB 600-800 will become the price band for liquor sales, while the products with RMB 1,000 or more may experience further market pressure.
From the dealer's point of view, the price fluctuations of high-end liquor are related to the market “periods.†Some merchants will sell their accumulated Maotai during the Spring Festival and raise the price level of the high-end liquor market in the short-term, with a breakthrough of 2500 in Maotai. The yuan mark is a sign, which has touched the market affordability and the consumer's psychological ceiling, and then must implement a more "cool" marketing model. In response to this situation, some forward-looking distributors have further strengthened the dissemination of culture and brands. Wu Shaoxiong, a Guangdong operator of the high-end products of the “Tongzhihu†series, told reporters that “for swallowing†Liquor products targeted at high-end elites should focus on the interpretation of product quality, craftsmanship, and scarcity both during the rising period and the low tide of high-end liquor. Through experience, tasting, and other forms of promotion, targeted consumer groups will The value connotation has a deeper understanding. "As determined by the cultural attributes of high-end liquor, it must be based on the dissemination of its content to support the continuity and stability of its market performance."
The secondary high-end products are expected to increase in volume and local consumers in Guangzhou appear that the decline in the prices of high-end liquor can better meet their diversified and individualized consumer demands. In the earlier period, in the face of expensive liquor prices, consumers had limited choices. According to different product prices, they were divided into gift wines, business wines and banquet wines. Finally, they only used to drink alcohol, and they were very worried about high-end products. Shoddy, the choice of the brand is very cautious.
With the drop of liquor prices, the degree of rationalization of the market has improved, consumers' choices have increased, and brands have been chosen with a “calm†attitude. The performance of traditional wines like Langji and Yanghe has become increasingly prominent at the second-highest price, while alcoholic spirits such as alcoholic liquor, which already has certain brand-based high-end liquors in the Guangdong market, are expected to show volume growth in 2012.
Since March, the liquor market in Guangzhou has gradually cooled down from the fiery atmosphere of the Spring Festival season, in which the “retreat†of high-end liquor is very obvious, which is closely linked with the market environment and the rational changes of dealers and consumers.
According to a survey conducted by the reporters, the major supermarkets and shopping malls in Guangzhou, the prices of famous wines have been pulled back. The price of flying Maotai has dropped from the original price of 2,480 yuan/bottle to 2,180 yuan/bottle, and the 52-degree “Wuliangye 161 article source China Wine News 8†has been priced. 1199 yuan, compared to the highest price during the Spring Festival down 200 yuan.
Given that Maotai has always maintained a firm upward trend in recent years, this price drop has caused many concerns.
Liquor product market sluggish performance From the market environment, liquor products continue to face multiple pressures from wine, wine, etc. in Guangzhou. In 2011, the downward trend of imported wine prices was very clear. Many imported wine merchants have realized that it is difficult to sustain the continuous growth of brands and markets by relying solely on limited group purchase resources. Imported wine products must be introduced into retail channels as well as self-consumption of mass consumption. . This shift was first reflected in the price of the product. For example, high-quality imported wine with a price below RMB 100 is not uncommon in Guangzhou.
For example, Zhu Sixu, deputy director of the Bureau of Alcoholic Wine Monopoly in Guangdong Province and chairman of the Guangdong Provincial Liquor Industry Association, said that if liquor can still be maintained in the Guangdong market in the first two years as “one of the three points of the world,†then the current situation Even more difficult, in some wine chain terminals and electronic sales platform, liquor products can only account for about 20% of the total sales, while the chain terminal is now the main sales channel of alcoholic products, electronic channels also represent the alcohol production Districts and young consumers, and future market contact, liquor products performance in these two positions are weak, the prospects are worrying.
The atmosphere of the high-end liquor market has gradually cooled down. It is in this passive environment. After liquor products have undergone a period of sustained rise in Guangzhou, they need to make new adjustments to the price positioning and even to the market strategies, which will lead to a gradual “cooling down†of the market atmosphere. The market prospects for mid-to-high end products such as Yanghe and Langjiu are generally optimistic. The price range of RMB 600-800 will become the price band for liquor sales, while the products with RMB 1,000 or more may experience further market pressure.
From the dealer's point of view, the price fluctuations of high-end liquor are related to the market “periods.†Some merchants will sell their accumulated Maotai during the Spring Festival and raise the price level of the high-end liquor market in the short-term, with a breakthrough of 2500 in Maotai. The yuan mark is a sign, which has touched the market affordability and the consumer's psychological ceiling, and then must implement a more "cool" marketing model. In response to this situation, some forward-looking distributors have further strengthened the dissemination of culture and brands. Wu Shaoxiong, a Guangdong operator of the high-end products of the “Tongzhihu†series, told reporters that “for swallowing†Liquor products targeted at high-end elites should focus on the interpretation of product quality, craftsmanship, and scarcity both during the rising period and the low tide of high-end liquor. Through experience, tasting, and other forms of promotion, targeted consumer groups will The value connotation has a deeper understanding. "As determined by the cultural attributes of high-end liquor, it must be based on the dissemination of its content to support the continuity and stability of its market performance."
The secondary high-end products are expected to increase in volume and local consumers in Guangzhou appear that the decline in the prices of high-end liquor can better meet their diversified and individualized consumer demands. In the earlier period, in the face of expensive liquor prices, consumers had limited choices. According to different product prices, they were divided into gift wines, business wines and banquet wines. Finally, they only used to drink alcohol, and they were very worried about high-end products. Shoddy, the choice of the brand is very cautious.
With the drop of liquor prices, the degree of rationalization of the market has improved, consumers' choices have increased, and brands have been chosen with a “calm†attitude. The performance of traditional wines like Langji and Yanghe has become increasingly prominent at the second-highest price, while alcoholic spirits such as alcoholic liquor, which already has certain brand-based high-end liquors in the Guangdong market, are expected to show volume growth in 2012.
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