How to win the "upgrade war" with light bottle wine

On the one hand, the lack of consumption scenarios has led to blocked sales, on the other hand, famous wine companies such as Fenjiu and Luzhou Laojiao have launched or upgraded related products, and this year, the development of light bottle wine, especially high-line light bottle wine, has attracted much attention
in the industry.
The data shows that light bottle wine has entered the fast lane of development since 2013, and the market size has increased from 35.
2 billion yuan to 98.
8 billion yuan in 2021, with a compound growth rate of 13.
8%.

"In recent years, the market pattern of low-end light bottle wine has stabilized, and expanding the high-end market has become a major idea
for wine companies to seek development.
" Industry insiders said that in the future, the high-line light bottle wine track will usher in more and more strong competitors, the price "ceiling" of light bottle wine will continue to be broken, wine companies to launch high-line light bottle wine, to take into account quality, brand and marketing, in order to obtain new market increments
.

The upward jump window has arrived

After experiencing the era of light bottle development represented by the old village chief wine and the era of brand integration represented by Niulan Mountain, Bofen, which bears the halo of Shanxi Fenjiu's famous wine, has become the darling of the market in recent years, driving the consumption of light bottle wine to jump to a mid-range price of about 50 yuan, and the light bottle wine category has entered a golden age
of rising volume and price.
Essence Securities Research Report pointed out that the current 40 yuan light bottle wine is accelerating to replace 50-60 yuan boxed wine
.
In the future, with the further upgrading of consumer awareness, light bottle wine is expected to break through the price range of 50 yuan or less, and gradually bring force
to the price of 50-100 yuan.

For the reason for the upward jump of light bottle wine, industry insiders believe that consumers pressed the start button
.
"With the upgrading of consumption structure, consumers who used to drink low-end light bottle wine and low-end box wine are increasingly becoming 'fans'
of high-line light bottle wine.
Some wine companies have launched high-line light bottle wine, in fact, more to replace the original low-end boxed wine and regional small and medium-sized wine companies
.
Industry insiders said that from the pursuit of luxury packaging to drinking "not drinking paper boxes", more rational consumers expect companies to use the packaging costs saved by light bottles of wine to improve the quality of wine, so as to meet the pragmatic consumption of self-drinking and other consumption scenarios, forcing some wine companies to launch products with better quality and low prices
.
In addition, the post-80s and post-90s have become the new main consumption force of alcohol, and this consumer group is more rational, self-conscious, more cost-effective, and willing to pay for higher quality products, which also promotes the rise of
high-line light bottle wine to a certain extent.

If the change in the consumption side is an external force that promotes the upward leap of light bottle wine, then the pursuit of cost-effectiveness by wine companies is an internal force
.
Industry insiders said that compared with boxed wine at the same price, high-line light bottle wine that reduces packaging costs can make the quality better, which is the unique cost-effective advantage of light bottle wine, and compared with ordinary light bottle wine, it can better meet consumers' needs
for brand and quality.
Therefore, many wine companies try to obtain new market increments
by launching high-line light bottle wine.

The superposition of multiple factors has labeled high-line light bottle wine as "hot spot" and "opportunity", and leading wine companies and regional enterprises have set foot in the high-line light bottle wine track
.

In April, Red Star Daqu Brew was launched, as a national brand in the light bottle wine category, Red Star has persisted in quality for many years, and launched a new generation of powerful product Daqu Brew, a high-line light bottle wine, which defines the quality of high-line light bottle wine
.
In May, Niulanshan launched an upgraded single item gold standard aging, plus the original Niulanshan No.
1 and other special products, and the Niulanshan light bottle wine tower base was further consolidated
.
In June, the black cap of Luzhou Laojiao Daguang Bottle's strategic core product was officially launched, priced at 98 yuan
per bottle.
In August, the Fenjiu Gift Edition was launched, and its market retail price exceeded 100 yuan
.
Gujing Gongjiu launched the Nostalgic version of Gujing Gongjiu at the National Sugar and Liquor Commodity Fair held in November this year, which is divided into 55 degrees, 50 degrees and 42 degrees, and the price is between
60-88 yuan.
It is reported that Gujing Gongjiu Nostalgic Version is the first truly national light bottle wine after Gujing Gongjiu determined the simple liquor strategy, and is regarded as the base product
of the national strategy of Gujing Gongjiu.

Brand quality marketing constitutes the three elements of development

The volume of the category is high, and new products are frequently released, but at the market level, for the light bottle wine that relies on catering consumption scenarios, this year is actually not a good sales year, and factors such as rising costs and blocked sales have restrained the development momentum
of this category.
"Especially the high-line light bottle wine, this year is not even as good as last year
.
" Some merchants frankly said that catering consumption is sluggish, and the volume of high-line light bottle wine has also encountered problems
.

However, the sales of high-line light bottle wine ushered in a turnaround at the end of the year
.
The continuous optimization of epidemic prevention and control measures, the lifting of lockdowns in various places, the resumption of logistics, the opening of dine-in, and the upcoming New Year's Day and Spring Festival seasons in 2023 have rekindled hopes in the industry
.
"Many of the top brands of high-line light bottle wine have sent staff to assist us in sales, and they are already planning promotional activities for the New Year's Day and Spring Festival sales, hoping that there will be a wave of consumption during the New Year's Day and Spring Festival peak season
.
" Some merchants said
.

"The alcohol market is recovering, but it has not yet returned to the optimal level, and the mass consumption behavior tends to be rational, which is both a challenge and an opportunity
for high-line light bottle wine.
" Industry insiders said that brand and quality will become the two major focus points for the development of
high-line light bottle wine.
In terms of brands, from the current market development, the high-line light bottle wine category still needs the leadership
of leading enterprises.
When mainstream consumers upgrade from the pursuit of low prices to the pursuit of quality and spiritual resonance, the high-line light bottle wine market with a cluster of famous wines has become a "battlefield"
to show the high ground of brand value.
In terms of quality, it is necessary to focus on product style innovation to make up for shortcomings from two aspects, one is front-end brewing facilities and process technology, and the other is back-end hooking technology and cellar environment
.

In addition, Tian Zhuopeng, chairman of Beijing Zhuopeng Strategic Consulting Agency, proposed to do a good job in four major changes
in marketing.
First, the position change, layout the commanding heights cities, pay attention to the commanding heights effect and radiation effect of provincial capitals and influential cities, such as Fenjiu in the Beijing market "high, deep, fine", give full play to Beijing's leading, radiation and benchmarking role in the national market, Heigai also opens a strategy of tens of billions from first- and second-tier cities, and uses the influence of first- and second-tier cities to sink urban agglomerations; The second is channel transformation, from "seeking ease and quantity" to "seeking refinement and quality", focusing on the main consumption terminals of the "post-90s" consumer group, focusing on high-quality terminals such as B+ stores, catering specialty stores, and boutique tobacco hotels; The third is the change of playing style, from terminal basic operation to brand in-depth marketing, using online and offline integrated interactive marketing thinking, opening up offline traffic entrances, realizing offline interaction and online promotion, creating a scenario-based "one store, one design" for terminals, and building a "scene + experience" model of "brand + Internet celebrity + opinion leader"; The fourth is communication transformation, bundling consumer groups with high-quality content, grafting new media resources, building a self-media matrix, meeting the dual needs of marketing breadth and precision, and building a marketing model
of first traffic and then sales, first hot sales and then best-selling.

(Gu Yufei, comprehensive sorting)

China Food News(December 12, 2022, Version 04)

(Responsible editor: Gu Yufei).