The trend of the peak season of liquor consumption is emerging

In 2021, China's baijiu has entered a major historical development time node, and has experienced hot events such as the change of coaches by famous companies, the introduction of new regulations, the return to rational "sauce and wine fever", and the advance and retreat of capital

Wine prices remain stable

Further concentration of industry

Recently, liquor dealers in many places said that the leading liquor companies are currently receiving good payment and sales continue to improve

In addition, due to the impact of the current round of the epidemic, the large-scale banquet market in the country has been impacted, and the consumption scenarios of liquor such as family gatherings and gifts are expected to be maintained

It is worth noting that in 2021, liquor brands will continue to rapidly concentrate on top brands, and the top 30 companies in the industry will account for more than 50% of their revenue

Industry insiders believe that concentration and differentiation are the development trends of the industry.

In the market competition, first-tier brands such as Moutai and Wuliangye continue to maintain their absolute advantage in the ultra-high-end and high-end price range of 1,000 yuan, and at the same time, through Maotai Maotai Sauce Liquor Company and Wuliangye Luxiang Series Liquor Company, they have completed the full price band, the national The layout under the area

Judging from the market performance in 2021, first-tier brands will comprehensively crush real estate liquor brands in six aspects: quality, brand awareness, business model, organizational ability, resource investment, and business channel integration ability

Zodiac wine is sought after

The integration of storage and drinking is the development direction

In recent years, Chinese zodiac wine has been the year-end "reserved role" of major wine companies.

This year, Moutai launched 5 kinds of commemorative wines for the Year of the Tiger.

At the Moutai Renyin Year of the Tiger zodiac wine conference on January 5, Moutai released 5 new products

In addition to Maotai, the price of Wuliang Luxiang Tiger Year Zodiac Liquor has also been adjusted to about 1,599 yuan per bottle

"The zodiac wine itself is blessed by traditional folk culture, and it is also a limited-edition commemorative product.

　　At the same time, Cai Xuefei reminded that in China, liquor is still a consumer product after all, and the integration of storage and drinking is also the development trend of the liquor industry

The market still lacks good wine

"Three Concentrations" trend is strong

　　In the public's impression, a large number of A-share listed companies led by Maotai and Wuliangye have risen in volume and price, and their operating performance has also grown rapidly.

　　In 2021 after the epidemic, the liquor industry will still maintain steady growth, and the head effect will still be obvious

　　In 2021, the total output scale of the liquor industry will decline year-on-year, which also means that a large number of small and medium-sized wine companies will not have a good time

　　Li Shuguang, chairman of Wuliangye Group, once said that the liquor industry, as an eternal sunrise industry, will not be short of wine for a long time, but it will be short of good wine for a long time
.
Liquor consumption demand is rigid, especially the unique social attributes of high-end liquor are irreplaceable to a certain extent; the trend of “three concentrations” of liquor is strong, and the concentration of advantageous varieties, advantageous production capacity, and advantageous production areas has become the new normal
.

　　Xiao Zhuqing, a marketing expert in the liquor industry, said that on the whole, liquor is just in demand by consumers, with a large premium space and no shelf life for products
.
Therefore, in addition to the traditional quality and output of the liquor industry, if there is capital, private domain traffic, a talent team, perseverance, and patience, then liquor will have a bright future
.

(Comprehensive arrangement by Gao Jiaodi)

　　"China Food News" (05 edition on January 26, 2022)

　　(Editor-in-charge: Gao Jiaodi)