Text |Lonely Hongzi.
EdFish non-seeds.
People in the liquor industry have always talked about "super single products", calling them the "ballast stone" for the high-quality development of liquor companies.
In recent years, the industry has emerged with a sales volume of more than 10 billion or 100 billion super single products, but it is still a "minority" as a whole, and so far there are only Feitian Moutai and Pu.
Fifth, the crystal sword, the national cellar 1573, etc. stand at the top of this pyramid.
In 2023, the "strong differentiation" of the industry will further enhance the concentration of heads. The revenue of famous and high-quality liquor companies continued to rise, and the liquor market also ushered in the "new" of tens of billions of super products. Judging from the relevant data, Qinghua Fenjiu 20, Moutai 1935, and Xi Wine Cellar 1988 will be new players who will enter the "Ten Billion Single Product Club".
What is Qinghua Fenjiu 20, Moutai 1935, Xi Wine Cellar 1988?Under the trend of expansion of tens of billions of single product camps, who still has a chance?
3 "new" 10 billion single products were releasedIn the view of Weijiu, as a single product of 10 billion yuan, there are at least three competitive connotations: first, the market scale is large enough, and the sales volume reaches the level of 10 billion;The second is that the individual soldier has strong ability, relying on a single product to complete the subdivision ** with a strong occupation;Finally, the company's strategic leadership is strong, and it has obtained superior resources to inject development.
It has been four years since the last expansion of the 10 billion single product camp. Under the new round of accumulation, three outstanding ones jumped out.
Qinghua Fenjiu was officially launched in 1995 and has built a sub-high-end, high-end and ultra-high-end product matrix. Among them, the bottom of the blue and white Fenjiu 20 is the starting product of Qinghua Fenjiu, and it is also the main force of the sub-high-end ** belt.
In recent years, Fenjiu has continued to grow rapidly, with total revenue exceeding 26 billion yuan last year. Among them, the scale of the core product Qinghua Fenjiu exceeded 10 billion yuan for the first time, and it is estimated that the sales of Qinghua 20 exceeded 6 billion yuan.
In 2023, Fenjiu will reappear in a new round of high growth. As of September this year, the sales of the core product Qinghua Fenjiu were 11 billion yuan, an increase of 10% over the scale of last year. In this regard, the annual revenue scale of Qinghua 20 will reach 10 billion.
In 2010, Xi Wine Cellar was officially launched in 1988. In 2020, Xi wine jumped by 10 billion, and the sales of cellar in 1988 accounted for more than 50%. In 2022, Xi's wine revenue will exceed 20 billion yuan, and the cellar series, as a sub-high-end main product, will have annual sales of 10 billion. Among them, the contribution of cellar 1988 exceeded 8 billion. According to industry speculation, in 2023, the scale of cellar 1988 single products will exceed 10 billion.
On January 18 last year, Moutai 1935 was listed, which is a strategic product of Moutai Sauce Flavor series liquor layout of 1,000 yuan, and its revenue exceeded 5 billion yuan in the first year of listing. In 2023, Moutai's 1935 revenue target is 10 billion yuan, and "more than half of half a year" has been achieved in the first half of the year, and there is no suspense of more than 10 billion yuan this year.
Compared with the three new tens of billions of single products, among them, Qinghua Fenjiu 20 is robust and systematic. The foundation of the early bottoming stage is solid, and it will naturally develop to 10 billion yuan with the growth of Fenjiu. Qinghua 20 is the baseline of Qinghua Fenjiu, and it also plays a role in improving the grade and scale of Qinghua 30 and Qinghua 40.
After the launch of the cellar in 1988, it has been poured into the core resources of the enterprise, and its development has been making great progress. As the "half of the country" of Xi's wine revenue scale, Cellar 1988 made great contributions to Xi's wine entry into 10 billion. In the post-10 billion stage, Cellar 1988, as the main product of Xi wine, continues to play a core driving role, fully proving its growth resilience.
As for Moutai 1935, its development curve reflects a high position and strong speed, and it is a product of Moutai Maoxiang series liquor that "achieves a qualitative leap". In 2022, the Moutai series of liquor will enter the post-10 billion era, and at this critical stage, Moutai Co., Ltd. will launch Moutai 1935, which is a 1,000-yuan ** band, which will shift the speed of the series of liquor with a stronger driving force, making it successfully enter the high-structure growth track.
The logic of the emergence of tens of billions of super itemsIn the liquor industry with cyclical characteristics, the emergence of super large single products is an inevitable choice for enterprises to strengthen their core competitiveness, pass through adjustment risks, and achieve long-term success. At present, the resources of the liquor industry continue to concentrate on advantageous production areas, products and brands, and the emergence of large single products is also the inevitable result of the industry.
Cinda Food & Beverage believes that with the development of the industry, famous liquor with quality, brand and channel advantages has become the biggest beneficiary, and has formed the result of large single products in the process of focusing on business operations. In turn, large single products can also help the brand influence to further expand and achieve a positive cycle.
Observing the three new tens of billions of single products, we can see two points:
First of all, the enterprise scale moatYesGenerous enough. The growth of the revenue scale of wine companies and the emergence of super single products are basically proportional. The enterprises where Qinghua 20, Moutai 1935, and Cellar 1988 are located have all reached a scale of 20 billion.
Therefore, the big fish must have been born in the big pool. Only when wine companies have strong enough production capacity, brand awareness and channel network can they build a large enough market space for tens of billions of single products, and then become the king of the industry segment.
Secondly, thanks to:LiquorExpansion bonus of subdivision** band.
In the past, the scale of high-end liquor continued to grow, and it has achieved a super single product club of "Mao, Wu and Guo". In recent years, the high-end camp of the industry has continued to expand, so it is logical to squeeze into a Moutai 1935. If nothing else, there will be an influx of more brands from the high-end super single product club.
The crystal sword has always been regarded as a model of sub-high-end liquor. In recent years, the sub-high-end ** belt of liquor has expanded rapidly, and the addition of Qinghua 20 and Cellar 1988 has enriched the matrix of sub-high-end 10 billion single products, which also represents the strength of the "waist" of the industry.
Through these two logics, it can be predicted that with the expansion of the scale of the head liquor enterprises and the expansion of the liquor belt, the industry will give birth to a matrix of tens of billions of single products with different structures and cascade distribution. High-end Junpin Xi Wine, Qinghualang, sub-high-end ancient 20, M6+, Bofen, Niulanshan aging of popular wine, etc., are all "seed players" of tens of billions of single products, and the entire camp is expected to usher in a new situation of "a hundred flowers blooming".
Reporter's NotesIn the future, with the expansion of tens of billions of super single products, the camp will fission into different levels, and there is a high probability that many wine companies will hold "double super single products". For example, Moutai's "Feitian Moutai + Moutai 1935";Xi Wine's "Junpin + Cellar 1988";Fenjiu's "Blue and White 20+ Bofen" and so on.
A wine company with a single product of 10 billion yuan will definitely be able to occupy a place in the head competition. However, wine companies with two tens of billions of single products will have the strength to stand at the top of the pyramid.
Obviously, the double super single product will give wine companies more advantages in the future development. This also indicates that the value of the core products of wine companies will have more room to play, which in turn will promote more complex changes in industry competition.