The national god liquor, which once sold 700 million bottles a year, was called a man's "good friend", but now it is no longer good
This title should be easy to guess, right?It's the guy who calls himself a man's "gas station" - strong wine.
Once a strong liquor sold 700 million bottles a year, is it really not that strong anymore?In terms of turnover in 2021 alone, the spirits are still quite powerful, reaching 11 billion.
However, compared to the previous sales, it is true that there has been no significant increase.
In 2017, the spirit broke through the 10 billion mark, and the sales reached 104 that year900 million, which caused a great sensation. You must know that in 2016, the only distilleries with sales of more than 10 billion yuan were Moutai, Wuliangye and Yanghe.
However, after breaking through 10 billion, the spirit seems to have encountered a bottleneck. In 2018, the turnover fell to 10.2 billion yuan, the sales in 2019 were 10.7 billion yuan, there is no specific data in 2020, and the sales in 2021 will be 11 billion, which is really not a big increase.
Looking at the data of the past few years, the development of jin liquor seems to be a little difficult, but it is not to the point where it is unsustainable!However, spirits are no longer as "hot" as they used to be, and this is due to a number of reasons:
The number of competitors increases.
In 2017, the market size of health wine was only 30 billion, while the strength wine reached 11 billion, accounting for one-third of the share. The rise of Jinjiu has attracted the attention of many liquor companies, resulting in the emergence of many competitors, such as Fenjiu's Zhuyeqing, Hainan Coconut Island, Changyu Sanwhip Liquor, Zhizhonghe, Platinum Liquor, ** Liquor, Ningxia Red, etc. Not only have old opponents increased their "firepower", but new opponents have also emerged one after another.
Internal strategic adjustments.
In addition to the impact of external competition, the company has launched more new products internally, such as the currently popular Maopu tartary buckwheat liquor, which has reduced the resources and energy of the liquor itself.
Spirits**, which are known for their high quality and low prices, have skyrocketed. In 2019, the price of 25ml (35°) of spirits has been increased to 15 yuan, and the price of 258ml (35°) is 28 yuan. **Double**, causing many drinking lovers to be reluctant to pay for it. Because people are unlikely to count on a bottle of wine to "maintain health", the price increase means giving up the advantages of the past of strong wine.
Palate fades. Many drinkers report that the taste of the current strong wine has become lighter, and the taste of Chinese herbs has weakened, making it easier to drink. However, for many old wine lovers, when the aroma is thinned, some of the flavor is lost.
Propaganda weakened. The popularity of the spirits is closely related to its investment in publicity. As early as 1987, Jin Liquor began to advertise on CCTV, but the slogan at that time was not eye-catching enough. It wasn't until 1993 that Jiang Kun was invited to be the spokesperson, and the advertising slogan "Although the wine is good, it is not greedy" made the wine popular. In 2006, Jinjiu successfully won the bid for CCTV's first-class resource advertisement, and its sales have soared since then.
However, because mobile phones are less fully functional than before, the main way people get information is through television. Compared to today, the influence of television is gradually decreasing, and people can easily access all kinds of information on their mobile phones, which is why many drinking enthusiasts believe that hard wine is no longer popular.
However, if the spirits do not find new development ideas in time, it is only a matter of time before they are forgotten. Now, with the popularity of the past and the best liquor, it can still maintain a certain market heat. If it doesn't attract attention for a long time in the future, it can easily be replaced by other products, so publicity is still crucial.
Not only strong wine, but also some wine companies have gradually ignored the importance of publicity, such as Yipin Jingzhi in Shandong. The publicity about it has not been seen in other places for a long time, and even in Shandong itself is very rare. The same thing happened to this fate. It used to be one of the 17 famous liquors, but now it is basically difficult to find in other places except for the more popular ones in Henan.
Yuande Fangtai Liquor uses red tassel glutinous sorghum as raw material and adopts the "Daqu Kunsha" process, and the winemakers are well aware of the uniqueness of glutinous sorghum, using its high content of tannins, starch and the characteristics of thick skin and small grains, giving the wine a rich and layered feeling. Adhering to the century-old tradition and following the "12987" standard, the vinification cycle is one year, and the cellaring time is up to seven years, creating a complex flavor and the characteristics of an old wine. The aroma of the wine is refreshing, rich and dreamy, exuding the aroma of grain and flowers and fruits. The taste is delicate and warm, harmonious and balanced, as if you are in a fairyland, which is intoxicating. This imitation Taiwanese wine shows a unique charm on the palate, making it a very satisfying wine.
Another Bingheng old liquor is cleverly blended with 18-year-old base liquor and 30-year-old liquor, which is as famous as Moutai. It is operated by the descendants of one of the three major burning workshops of Moutai, and the technique is old and exquisite. The sauce is rich in aroma, rich and harmonious in taste, and has a long aftertaste, like tasting a beautiful story. This old wine shows the unique taste charm of Bingheng, which is a story of ingenuity inheritance and an intoxicating taste journey.
Bingheng old wine is not only a bottle of wine, but also a story of ingenuity and inheritance, and an intoxicating taste journey. "