I cooperated with Jinliang to do the B-end, which is actually similar to making the first business of liquor, because I have also met many wine merchants in this field. After the exchange, everyone had a consensus that in cooperation with the original wine company, low-end wine could not be made. The main reason is that the low-end wine is very rolled, and it is not a normal state to roll up to its ** system.
Some time ago, I recommended Pauline Distillery 99 yuan free shipping of fragrant wine, this wine sales Baolian Distillery is not profitable, after all, logistics, platform costs are placed here, not to mention the cost of packaging and wine. According to a wine merchant friend, Baolian also opened the customization of this wine body at the 23rd Sugar and Wine Fair, with a minimum order of 2 yuan a catty and 20,000 catties. I haven't specifically verified this, but I think Pauline Winery should be able to do such a thing, after allThe products with free shipping of 9 yuan have been sold, and what can I do with the bulk wine of 2 yuan a pound?
In fact, the quality of this wine of Baolian is reasonable, at least a little solid wine is added, although the proportion is not high, but there are more or less. You know, premium edible alcohol is sold for 15 yuan a catty, 2 yuan a catty of wine, plus a little solid wine, the distillery is basically selling at a loss.
Why can Baolian Distillery do this, behind the people is Hope Group, which has the strength to do so. Of course, I hope that as a private group, he is also different from the way capital plays. After all, I hope that I have just lived in Baolian, and I still need to sell cost-effective and other ways to **Baolian.
In contrast, some capital and listed companies are involved in liquor, in fact, they are borrowing the sales data of liquor, so as to raise money in the capital market, after all, everyone knows that liquor is a profiteering industry, and investors have confidence in making a product, and the sales data is good.
In addition, there are also some ways to use local policies, or sell some assets, etc., to create data in the form of selling alcohol, so as to eat some policies and obtain some assets.
For this kind of play, I can only say that "the wool is out of the pig, and the dog is paying for it". This is more common in low-end wines. Because of the high demand for low-end wine, wine consumers at this price are not loyal to the brand.
In fact, in the low-end liquor market, even if there are no such operations, the original liquor will still be sold upside down. The current environment is not good, and many small and medium-sized original liquor companies have closed down, these original liquor companies are insolvent, the original liquor is mortgaged by the bank, and many of their liquor are auctioned by the judiciary. When it comes to the original liquor institutions, like the reversers, they pour the original liquor, and they also have enough capital strength to buy a batch of liquor in batches.
Because the institution takes a lot of wine at a lower price than the cost, because he has a greater advantage. However, the products of the original liquor institutions also have limitations, first, their products cannot be stably supplied for a long time, after all, the good-priced products are the wine of the wineries that are going to go out of business, and these wineries do not produce in the future, how can they continue to supply wine. Second, most of the institutions' liquor is low-end liquor, because wine companies with too poor capital chain do not have the strength to make high-end liquor.
But in any case, the existence of institutions and the withdrawal of small and medium-sized original liquor companies have disturbed the first-class system of low-end raw liquor for a while, so that there is no reasonable profit for liquor at this price.
Among the major aromatic liquors, the low-end liquor with strong aroma is the most rolled, mainly because of the huge production capacity of strong aroma original liquor. In fact, among the brand wines, the low-end products of strong flavor wine are also very rolly. Mainly among the top brand wines, there are brands with sufficient production capacity and supply.
In contrast, with the rapid development of the current head brands, many head brands have the problem of insufficient supply of high-quality raw liquor, especially the sauce fragrance and Daqu fragrance. However, in the aromatic liquor, there are wine companies with huge production capacity. Sujiu Group (Yanghe & Shuanggou) is a typical example, with an annual production capacity of 160,000 tons of strong aromatic solid wine, which meets the huge demand for solid wine in Yanghe and Shuanggou.
It is precisely because of this that the metal cover Yanghe Daqu from Yanghe and the Shuanggou Daqu Gold Award from Shuanggou are basically the existence of strong fragrant wine at the price of rations for the public. These two wines have achieved the flavor of solid wine at the price of 40 yuan, with a clean body, no evil taste, and no other problems in the taste except for the short taste. For this kind of wine that wants to have a brand, quality and quality, and be cheap, how can other brands play?
In fact, in addition to the two products of Sujiu Group, this is the case with Shede's Tuopai Liuliangye, and there may be such products under Wuliangye, after all, Wuliangye's production capacity is also very large. The active bargaining of leading liquor companies makes it difficult for original liquor companies to make lethal products at this price. Because the brand power of the original liquor company is weak, it is difficult to sell the product. If the quality is benchmarked against Yanghe Daqu, then the intermediate profit of the product will be very low, and the wine merchants are unwilling to push, and the sales will not be able to rise.
Therefore, the cost-effective products of brand wine will eventually appear in the head brand, as long as its supply is sufficient and the brand power is strong enough, they will come out with some products that will strangle the market.
In contrast, mid-to-high-end liquor brand liquor companies rarely make such products, mainly because the profit point of brand liquor companies is in mid-to-high-end liquor, and selling naked prices will affect channel sales and cooperation with channels. The most typical example is the 13-15 years of Dong Liquor out of the National People's Tasting Activities, when the distillery sold its own high-end standard products at 99 yuan a bottle in the official market, and the final result was that Dong Liquor lost a large number of offline distributors, so that by 15 years, Dong Liquor was extremely difficult to operate, and it was even rumored that paying wages had become a headache.
Therefore, the profit products of large original liquor companies are in the middle and high-end liquors, after all, they can compete for the high premium of large brand liquors.
In fact, for wine lovers, it is not recommended to taste wines with too poor quality, Yanghe Daqu, Shuanggou Daqu Gold Medal and Tuopai Liuliang belong to the introductory wines for tasting. As for the worse 99 yuan 500ml Baolian Daqu, which is for wine Mengzi to drink. For this Baolian, I personally recommend drinking the 42° one, the 42° grade index requirements are lower, and the sense of coordination of esters is relatively better.
In general, the current low-end aromatic wine is not looking at reasonable profits, but who can lose more. For wine lovers, don't expect us to be able to customize a mass ration price wine from the original wine company, because I can't afford it. Similarly, other liquor anchors can't afford this money, in fact, many liquor anchors promote ration products everywhere, which are also wines with a certain profit margin, and they really have to compare with the disruptive products of big brands, and on the whole, they are not cost-effective. Speaking of which, what do you think about the content of this issue, as a drinking friend and the industry?Everyone is welcome to leave a message in the message area, and we will discuss it together.