National cellar 1573 retail price of 1399 yuan / bottle will also rise? Has the supply price adjustment been suspended, etc. ?

On July 21st, Zhangzhou Old Cellar Selling Co., Ltd. issued a notice, immediately stop accepting the state cellar 1573 orders and suspend the supply of 1573 goods in the country cellar, this is after the state cellar 1573 adjustment proposed retail price to 1399 yuan / bottle after another price move.
is understood that The National Cellar 1573 is the third largest super-large single product in the high-end liquor market, with sales revenue of 8.596 billion yuan in 2019, an increase of 34.78 percent year-on-year, accounting for 54.35 percent of the total revenue of the old cellar in Zhangzhou.
2019 single-item sales revenue ranked in front of the national cellar 1573, respectively, 75.802 billion yuan of Feitian Maotai, and 39.671 billion yuan of Pu Wu.
industry analysts believe that the move is intended to stabilize the country cellar 1573 products 1399 yuan / bottle of the market suggested retail price, also means that the country cellar 1573 affected by the outbreak is small, strong development confidence.
held at the end of June at the 2019 annual general meeting of The Old Cellars of Zhangzhou, Luzhou Old Cellars General Manager Lin Feng revealed that high-end liquor from April began to recover, to June this year, the state cellar 1573 and special song of the recovery of the movement and sales are better, "if the new crown pneumonia epidemic prevention and control normal, high-end liquor market will further expand, with high-end high-quality liquor production capacity of enterprises and the vast survival space will continue to have high-end quality.
" retail price 1399 again landed, the national cellar 1573 "new billion" hit is not the price war brand moat and market space , price increase bottom gas , cloud wine team in the liquor industry, price increase is a signal, is a means, but also a confident performance.
half a month, Luzhou old cellar southwest region and North China (northeast) region has issued documents, 52 degrees of the country cellar 1573 classic packaging recommended retail price adjusted to 1399 yuan / bottle, group purchase price of 980 yuan / bottle, next to the country will implement the price.
2019, the scope of price increases in the old cellar of Zhangzhou basically includes the low-end to high-end full-line products.
early 2019, the recommended retail price of 1573 classic scouring scouring in Guojiao was adjusted from 969 yuan/bottle to 1099 yuan/bottle, and to 1399 yuan/bottle today, a year and a half, up 430 yuan.
in recent years, Luzhou old cellar high-end liquor has always maintained a high-speed growth, which is the best answer to the price increase strategy.
Cellar 1573 was born 20 years ago, one of the three high-end brands, in the march to 20 billion, price increases are the only way to make price and value more matching, but also the national cellar 1573 brand value re-release process.
this is not so much a price war in the high-end liquor market as a "value war".
raise the price "trump", what is the "scheme"? For more than a year, the price of the country cellar 1573 can be described as a "tough" word, but there is a "scheme" behind the word.
the span of 430 yuan is large, but carefully combing the process and logic, you will find that the country cellar 1573 steadily took a big step.
first look at the national cellar 1573 other series of products.
around August last year, the national cellar 1573 low-level products have stopped, controlled, increased the quota price;
after several rounds of adjustment, the national cellar 1573 other series of products all on the high-end route, into a thousand yuan, the overall national cellar 1573 series again to high-end progress.
at the same time, from November last year to January this year, the national cellar 1573 classic product plan quota price in three months three consecutive adjustments.
November, Zhangzhou old cellar has issued a "death order" - the national cellar 1573 East China market terminal actual transaction price to stand on 900 yuan, the completion of the task on the cut 50% of the quota.
can be seen, the national cellar 1573 price increase strategy for the horizontal and vertical two lines: horizontal coverage of the whole system of products, vertical for the whole channel, to ensure the healthy landing of the price system, virtuous cycle.
the proposed retail price, to the southwest region to lead the fight, North China (Northeast) region relay, CICC believes that this is in the national cellar 1573 break through 10 billion, the company's strategy further upgraded, can be summarized as "mature market to do height" and "new market share grab" collaborative promotion.
as early as the first 10 billion in the process, the national cellar 1573 on Chengdu as a model market, through the mid-range back-feeding high-end, concentrated resources conference war, forming a no less than the consumer atmosphere of competing products, the first in the advantages of the southwest region to adjust the proposed retail price to 1399 yuan / bottle, with the competition equivalent, with the help of the atmosphere base to further promote the brand potential energy, radiation throughout the country.
while the simultaneous power of Henan market, is intended to build Henan as a national cellar 1573 "new billion" model market, for the expansion of the national lay a solid foundation.
in addition, with the impact of the epidemic subsided, the current high-end liquor sales have been restored 7-8 percent, the second half of the liquor consumption season, choose this time to raise prices, Zhangzhou old cellar is also in preparation to make up for the first half of the results.
brand moat and market large space , price increase bottom gas " Luzhou old cellar why dare big span price increase? Why is this price set in the future? "In the country cellar 1573 struggling to price, a variety of dissecting also followed.
in early July, CICC said after attending the shareholders' meeting of The Old Cellars in Zhangzhou that it clearly felt management's confidence in the long-term development of high-end liquor and the national cellar 1573, supported by the expansion of China's high-end consumption and the steady release of the state cellar 1573 potential energy.
BANK of China Securities also believes that high-end liquor brand barriers, clear industry pattern, the impact of the epidemic background, high-end liquor terminal recovery situation is relatively better, the trend of head concentration is obvious.
the first card of 1573 in the national cellar, is the barrier of high-end brands.
Cellar 1573 in 20 years of market inspection, has long been one of the high-end liquor "iron triangle", and the high-end liquor brand is the strongest moat.
once the accumulation of brands, the current national cellar 1573 momentum is also booming.
on the one hand, from 2017 to 2019, the growth rate of high-end liquor in The Old Cellar stood at 59.18%, 37.21% and 34.78%, with revenue increasing from 44.72% to 54.35%, with a clear upward trend;
both quantitative and qualitative, Guojiao 1573 is at a time of strong brand growth.
and from the outside, Northeast Securities analysis that, benefiting from the expansion of high-end wine consumers and the stability of the competitive landscape, The National Cellar 1573 has a sustained growth momentum, the next three years growth rate is still expected to lead the high-end wine industry.
CICC infers that sales of high-end liquor will continue to grow at 8-10% in the next three years, and that the competitive landscape of the industry is clear, and the country cellar 1573 will continue to benefit.
in the famous wine gene, high-end brand gene, high-end brand marketing and clear high-end market prospects of the interaction of understanding, the recent intensive price increase of the national cellar 1573, there is a better explanation - since there is a brand foundation, valuable support, in the high-end liquor still has a huge growth space under the premise, through the price increase to further release brand value, pull market growth, is actually the meaning of the problem.
cellar 1573 classic retail price, group purchase price re-adjustment, what do you think? End of the message and wait for you to share! Source: Sichuan Daily, Yunliquor Media.