Preparing for the Mid-Autumn Liquor Liquor Difficult to Win or End

Looking at the Spring Festival in the first half of the year and the Mid-Autumn Festival in the latter half of the year, the dual-sector consumption has always played a pivotal role in the sales of liquor. The Mid-Autumn Festival market has also become a contestable spot for liquor merchants. At present, less than a month from the Mid-Autumn Festival, liquor companies are quietly making efforts. Various wine enterprises are preparing for action by increasing their efforts in packing and launching new products. Many businesses hope to use the Mid-Autumn Festival to make a beautiful stand.

In the first half of the past, whether it was a liquor quarterly report or a semi-annual report, the gloomy performance had caused the company to experience the pain of adjustment. Many companies hoped to take advantage of the Mid-Autumn Festival sales boom and usher in a rebound in the liquor industry. However, the opinions of experts are not the same for the problems that the liquor mentioned in the industry has experienced the most difficult “winter”.

Wine industry pushes new products in the Mid-Autumn Festival

In the market environment that continued to slump during the first half of the year, the bleak performance of high-end liquors put pressure on companies. Many liquor companies are quietly adjusting their product mix, developing waist products and personalized products to dominate the market. On the eve of the Mid-Autumn Festival, businesses are intensive. Launch new product campaign market.

In July, Wuliangye introduced three new products in a high-profile manner in the context of sluggish sales of high-end white spirits, which made it a force for the high-end market of liquor. At the same time, the capital operation was first carried out at the beginning of August, and 225 million yuan was added to increase the shareholding of Hebei Yongyong regardless of pear wine to enter the middle and low-priced wine market.

Also in July, a bottle of fashionable white spirit aimed at young consumers was formally launched in Beijing. The relevant owner of the bottle brand owner and producer Wang Wang Liquor said that sales of bottled wine will increase significantly in the next five years. The reporter saw from its partner Jiuxian.com that various types of bottle products have been sold online.

Mr. Zhao Xuhao, head of the Jiannanchun Group Buying and Branding Department, told reporters that before the Mid-Autumn Festival, Jiannanchun had done a lot of work in developing new products, expanding new channels, regulating market operations, and increasing channel potential. At present, the results are obvious.

The reporter was also informed that many liquor companies, including Songhe Liquor and Fenjiu Group, have also introduced different series of new products to attract current market consumption, and many companies’ liquor products have begun to launch e-commerce platforms for the Mid-Autumn Festival. Fully prepared.

Wine companies intensively launched new products before the Mid-Autumn Festival, in addition to attracting more consumer groups in the market, it is also one of the main strategies for active change and development in the current market environment, which is conducive to the long-term development of the company itself.

Liquor enters the era of "touch net"

The production companies are frustrated for the Mid-Autumn Festival, and the alcohol business is also surging. Near the Mid-Autumn Festival, professional wine e-commerce companies have also started to promote sales to attract consumers.

From a few days ago, Jiuxian.com teamed up with other manufacturers and invested RMB 100 million in stocking to open the “400,000 bottles of free wine” event. A few days ago, reporters clicked into the site, including brands such as liquor, wine, and foreign wines, which have been sold at a reduced price, and some have fallen sharply.

The reporter also found that the “Mid-Autumn Festival to the End” event has been launched here to attract customers with 4-wave promotional offers. At the same time, Haojiu.com also intensified its promotional efforts to promote the Mid-Autumn Festival promotional activities. It used buy one get one free, Mid-Autumn Festival audiences to solicit business. In addition, the Jingdong Group's white spirits are basically affixed with "red drop", "rebate coupons," "gifts" of the red signage, No. 1 store, Tmall, Chinese wine network, wine purchasing network, etc. also launched a strong for liquor Different rates.

The reporter learned from the interview that more and more liquor companies started to pay attention to e-commerce and began to build their own platforms or cooperate with e-commerce companies to start online business. In the first half of this year, there have been a number of wine companies that have announced cooperation with e-commerce companies, including some famous liquor companies.

According to Hao Hongfeng, Chairman of Jiuxian.com, the liquor companies rely solely on traditional channels to be outdated. The “touch-net” era has come and more and more companies will join the e-commerce camp. The explosive development of alcohol e-commerce is foreseeable.

Sales or usher in a small climax
This year, the liquor industry is affected by the policy. Many dealers regard the upcoming Mid-Autumn Festival and National Day as the “last straw” to complete the annual performance indicators.

Many alcohol marketers predict that the current round of weak liquor may end with the arrival of the Mid-Autumn Festival and National Day, and liquor consumption is expected to usher in a small climax.

Hao Hongfeng told reporters that Jiuxian.com expects that the sales volume of Mid-Autumn Festival this year will be 3.5 times that of the same period of last year. This result is quite good.

“Under normal circumstances, the mid-autumn liquor sales volume of liquor companies can reach 25% to 35% of annual sales,” said Zhao Xuhao.

Xiao Zhuqing, General Counselor of Xifeng Wine Country Code Fengxiang Marketing, believes that the Mid-Autumn Festival and the Spring Festival sales of liquor can basically account for 70% of the annual sales. Affected by the environment, this year's Mid-Autumn Festival liquor sales will have a gap compared with the golden decade.

“But now the market has been improving, liquor companies are using the Mid-Autumn Festival opportunities, increase the material and labor input, increase the intensity of distribution, and the development of new products.” Xiao Zhuqing said.

The hardest part is that the "winter" has passed?

In view of the current status of the liquor industry, Xiao Zhuqing pointed out that the liquor industry has begun to bottom out, the most difficult time has passed, and the liquor industry will usher in a new round of sales during the Mid-Autumn Festival this year.

Xiao Zhuqing said that at present there are several positive signals reflecting the improvement of the market: Maotai market prices are picking up; semi-annual reports of Wuliangye and other liquor listed companies show an upward trend and release a positive signal. "It should be said that the rigid demand of the market still exists, and the crisis of the previous liquor industry is a manifestation of lack of confidence."

Hao Hongfeng also agreed with this view. He said that the most difficult stage in the liquor industry has passed and the market is gradually changing in a good direction.

However, there are also some people in the industry who hold different opinions about the time when the liquor industry has bottomed out.

Zhao Xuhao believes that in the second half of 2013, it was only the beginning of sales slump for the first year of high-end liquor sales. The bottom of the liquor market is expected to last from two to two and a half years. “For me personally, I am not optimistic about the sales of the liquor market in the second half of the year, especially the mid- to high-end liquor market.”

Some brands of liquor distributors also expressed similar views to reporters. Zhou, a perennial liquor-making business, told reporters that the adjustment strategy of the wine enterprises takes a longer period of time to take effect, and it is unlikely that the Mid-Autumn National Day will make the liquor industry out of the bottom.

Xiao Zhuqing also pointed out that the adjustment of product structure of liquor will continue. Major wineries put down their bodies to launch waist-price products and low-price series products. The era of high quality and low price of white wine has come.