Industry: not unexpected, in line with expectations; not pessimistic, it will turn warmer

Our reporter Gu Yufei

Price increases in off-season and volume in peak seasons are routine operations in the liquor industry, but they seem to have been broken this Spring Festival

mediocre performance

Why is the "Spring Festival" setback?

"Not as good as in previous years

In a supermarket in Baoding, the reporter saw the scene of vigorous promotion of liquor, including various activities such as "full reduction of liquor products" and "receipt of vouchers"

In 2022, Henan, which is regarded as the "wind vane of the national liquor market", will also perform mediocrely in the "Spring Festival stalls"

In addition, based on the news from various places, the sales in Shaanxi, Shandong, Guangdong and other places are not very optimistic

Why is liquor consumption flat during the Spring Festival this year?

Xiao Zhuqing, a liquor expert, said that due to the impact of the epidemic, the consumption scene of liquor has been greatly reduced

It is understood that the epidemic prevention and control has led to the lack of consumption scenarios in Henan, Shaanxi, Tianjin, Zhejiang and other markets, and the consumption of liquor has been frustrated, and the consumption frequency and consumption are less than 40% of the same period in previous years

"In addition to the impact of the epidemic, the lack of peak season for liquor is also related to the trend of stronger investment properties of high-end liquor

Guohai Securities stated in the research report that due to the gradual delay and lengthening of the peak season of the Spring Festival, the feedback of dynamic sales in the 2-3 weeks before the festival is flat.

In addition, with the maturity of the industry's "online and offline flash delivery" model in recent years, more and more consumers have begun to choose to place orders through online platforms

don't be pessimistic

Liquor market sales are stable and improving

　　Compared with the cold performance of the offline market, online liquor sales are "warm"

　　According to the "2022 Spring Festival Gift Box Consumption Report of Jingdong Supermarket" released by JD.

　　From the product side, the better performing is the mid-to-high-end liquor

　　Although the flat Spring Festival season has worried the market, many institutions collectively expressed their optimism about the liquor market outlook.

　　According to market feedback, at present, the terminal mobile sales of liquor are rapidly turning hot, the high-end liquor sales are stable, and the sub-high-end prices are stable and the inventory is low.

　　Huachuang Securities released a research report saying that the Spring Festival consumption and liquor market dynamic sales are generally stable, the trend is upward, the channels are healthy, and the price is stable

　　In response to the rapid growth of online sales of liquor, industry insiders pointed out that offline channels are still the mainstream channels for liquor sales
.
"At present, online channels are becoming an important breakthrough channel for many wine companies, but alcohol consumption as a whole is the pursuit of scene cultivation and consumer experience
.
Therefore, offline channels are still the mainstream channels for liquor sales, and online sales are more Some sales channels for non-famous wines or niche wines with relatively high price elasticity
.
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"China Food News" (February 14, 2022 04 edition)

　　(Editor-in-charge: Gu Yufei)