**: Wine industry reference.
Net. Reporter Xie Lan and Xi reporter Liang Aonan.
The strong are always strong, and the Matthew effect is becoming more and more obvious, which is a true portrayal of the current wine industry. At the same time, destocking is the main tone of the wine industry this year, and wine companies are struggling to move forward in the adjustment. In the eyes of industry insiders, this year is a turning point in the new cycle of Chinese liquor. What are the expectations of wine companies for the upcoming 2024?
Under the Matthew effect, consumption changes, scene innovation, channel development, the rise of new consumer groups, and the broad prospects of internationalization are the focus of the future development of the liquor industry. On November 29, the secretary-general of the China Liquor Industry Association** said so at the annual forum of Sohu Liquor.
In the opinion of **, liquor has basically passed the fog of the stage and is recovering from the bottom. "The upcoming 2024 is a critical year for the development of China's liquor industry, maintaining the stable pace of prosperity and sustainable development of the liquor industry, unswervingly choosing long-termism, including the persistence and persistence of cultural connotation, quality foundation and brand innovation, and steadily stepping into the long growth cycle of the enterprise. ”
In the view of Pu Jizhou, co-chairman and president of Shede Liquor Co., Ltd., under the great changes in the industry pattern, only by identifying and strengthening its own competitive advantages in quality and brand can we solve the uncertainty and seek the survival and development of the enterprise.
Pu Jizhou said that the brand must first have a "product" before a "brand". The soul of "product" lies in character, and the upgrading of the brand must first be the upgrading of the corporate strategy and pattern. The old liquor strategy is an overall strategy to lead the development of Shede liquor.
High gross profit and a large consumer base are important factors for capital to be optimistic about the liquor industry.
Chen Shijun, deputy director of Beijing Shunxin Agricultural Co., Ltd. Niulanshan Distillery, said: "Such a weak cycle environment, as well as the transformation of the consumption concept of fresh people, has brought a very certain opportunity to liquor companies, and this opportunity is the simple liquor market. By 2025, China's soft-sized wine market will exceed 170 billion yuan. ”
However, Yi Mingming, deputy general manager of Langjiu Sales Company and general manager of the Strategic Promotion Department, has a different view, and he told the reporter that at present, China's liquor is in a period of opportunity for value upgrading, and there is no weak cycle or strong cycle.
At present, the liquor industry is entering a new stage of development, and the profit growth of the liquor industry in the era of "soy sauce liquor" is faster than the growth of revenue, and the profitability is constantly improving. However, in recent years, the trend of structural differentiation has become more and more obvious.
Yan Keya, president of Shanghai Guijiu Co., Ltd., said that the subdivision of soy sauce wine is still a long slope, "Now the trend is becoming more and more obvious: the liquor is younger, the people who drink liquor are feminine, the liquor is fashionable, and the liquor is international." ”
Zhenjiu Lidu, which has just landed in the capital market this year, has always been the focus of attention from the outside world. Chen Guohua, vice president of Zhenjiu Lidu Group, told the reporter: "Compared with the quality, art and leisure of foreign wine, red wine is ecological, individual and healthy. Chinese liquor should make more people recognize the value of our three aspects. ”
Li Shiyi, founder, chairman and CEO of Baoyu Group, told the reporter that Moutai will lead the industry in the field of high-end liquor for a long time, but it will still bloom.
Under today's stock market competition pattern, most wine companies are facing difficulties such as declining and poor sales. In the eyes of industry insiders, 2023 is coming to an end, and the structural adjustment of the wine industry may continue in 2024.
Edited by Shangguan Monroe).