**: Wine industry reference.
*: Sugar and Wine Micro-Magazine.
Recently, more than 800 Wuliangye on Tmall supermarket can be bought!
During the Double 11 period, Wuliangye can be regarded as a complete large-scale dumping of goods, and basically more than 800 can be bought on each platform.
This year, Wuliangye's ** is indeed relatively collapsed, and the pressure is also very great.
Because everyone knows that Wuliangye does not have waist products, whether it is Wuliangchun or Xiaowuliang, it has not been made, especially what has Wuliangol made now?In the past, there were more than 100 grains of alcohol, but now it costs dozens of dollars. Therefore, the performance pressure of Wuliangye in the future will also be relatively large, and it may continue to release goods later.
This is a very red flag. It means that when consumers buy more than 800 Wuliangye in large quantities, its **riveting, Wuliangye's ** is more than 800. When there are more than 900 or even thousands, he will not buy, he will just wait for the event.
* Upside down, dealers lose miserably.
Isn't it unbelievable that Wuliangye's distributors are losing money?
Wuliangye began to implement the planned dealers** and unplanned dealers** last year, which is converted into a payment price of 969.
The current manufacturer ** is more than 800, which shows that the dealer loses nearly 200 yuan for every bottle sold.
The main consumer group of dealers is ordinary consumers, and when there are a large number of low prices in e-commerce, it will mean that many dealers cannot sell a lot of wine. Therefore, the distributors of Wuliangye are very uncomfortable. Including specialty stores, many are losing money. But Wuliangye is the boss of the strong fragrance, so he has to hold on.
And look at the manufacturers of Wuliangye, they are making a lot of money. No matter how much money you make, you have to take into account that you have to give the dealer a way to live, the dealer can't live, no one will work for you, and no one will sell you to you. Then your winery won't be able to last long. By the way, take a look at this 97-year-old bottle of Wuliangye, which is now less than 2,000, and the value-added of Wuliangye's old wine is too low.
For the ** upside down, this year, the staff of the office of the secretary of the board of directors of Wuliangye said, "This is a normal phenomenon." ”
According to his explanation, in the epidemic environment in the past few years, dealers have been buying goods, and although there are sales every year, some dealers may be relatively tight on funds, and they will generally give priority to the wine that they can ship quickly and sell well.
The staff member admitted that everyone's expectations may not be so optimistic now, "so except for Moutai, most of the (liquor brands) must be a little (**upside down)." ”
Liu Yang, deputy general manager of Wuliangye, said at the shareholders' meeting that due to many factors, this year's "Puwu" ** has indeed been upside down, but this year it is confident to achieve a good price.
Cai Xuefei, a wine analyst and general manager of Zhiqu Consulting, pointed out to the surging news reporter that the so-called **upside down, often refers to the product sales ** lower than the official guide price, in fact, this understanding is one-sided, "the official guide price is a benchmark**, which belongs to the non-rigid demand of the enterprise, except for Moutai, I have not seen any products sold at the official guide price." ”
Cai Xuefei emphasized that the industry generally believes that the first inversion refers to the sales behavior of the transaction price lower than the cost price, "the seller sells the goods at a low price in order to return the funds, (resulting in) the market transaction price is lower than the factory price." ”
Inventories are high and demand is sluggish.
*The reason for the inversion is the imbalance between supply and demand. Cai Xuefei believes that the epidemic has led to the disappearance of consumption scenes, the inventory of the entire social channel is too high, and the market demand has weakened, and several factors have led to the inversion, Cai Xuefei estimates that more than 80% of wine companies are facing the inversion.
According to Cai Xuefei, China's wine industry is currently facing the problems of overcapacity, sluggish demand, low expectations and high inventory, and sales pressure is greater.
This year's liquor business is not doing well, and although we have tried hard to make suggestions in terms of dynamic sales, the actual results may not be so ideal. A staff member of a liquor store said that the price reduction was a last resort, one was to clear the inventory, and the other was that the market as a whole was declining, and they had to follow suit.
What do you think about this?
*: The Paper, Nandu Bay, Sugar & Wine Finance.