During the Spring Festival just past, a reporter from Beijing Business Daily noticed that most of the wine used for family gatherings was 100 yuan bottled wine. As the traditional peak season for liquor sales, the Spring Festival has always been the vane of the liquor market. As the concept of consumption tends to be rational, consumers pay more attention to cost performance, and favor the cost-effective light bottle wine produced by famous and high-quality wineries.
Industry insiders said that the bare bottle wine has the characteristics of being close to the people, convenient channels and high-frequency consumption, and has a certain rigid demand attribute for mass consumption. As liquor consumption returns to rationality, more cost-effective bare-bottle liquor is gradually being recognized by consumers.
High-line light bottle wine is popular.
For a long time, bare-bottle liquor has been labeled as "high-quality and inexpensive" and "people's ration wine", but in the past Spring Festival holiday, the high-line bare-bottle liquor launched by famous and high-quality liquor companies seems to be favored by consumers.
A reporter from Beijing Business Daily visited the terminal market during the Spring Festival and noticed that the dynamic sales of bare bottle liquor products of many famous and high-quality liquor companies have increased. The owner of the mom-and-pop shop located in the Huilongguan area said that during the Spring Festival, although the bare bottle wine products of some famous and high-quality liquor companies were higher than those of the public, they were still recognized by consumers, and they were concentrated at about 100 yuan. The products with relatively good sales are Xiaolang Liquor, Luzhou Laojiao Black Cap, Glass Bottle Fenjiu and other famous liquor brands. In response to the sales of bare-bottle wine products, a reporter from Beijing Business Daily sent an interview outline to Luzhou Laojiao, but the company did not reply as of press time.
In fact, compared with the famous liquor products that cost thousands of yuan, the 100-yuan bare-bottle liquor is relatively more cost-effective. Shen Meng, chief strategist of Guangke Consulting, believes that the Spring Festival is the traditional peak of liquor consumption, and bare bottle wine is more attractive in terms of quality.
Founder ** pointed out in the research report that the streamlined packaging of bare-bottle liquor leverages the advantages of high cost performance from both cost reduction and quality improvement, which is in line with the rational consumption trend and daily drinking demand, and is still the largest consumption market in liquor. Bare bottle wine has the characteristics of being close to the people, convenient channels, high-frequency consumption, and diversified scene expansion. In recent years, with the upgrading of national consumption, the label of "low price" and "low end" has gradually been torn off from the light bottle wine.
It is worth noting that with the consumption of the new generation increasing year by year, the development space of bare bottle wine is also expanding. When a reporter from Beijing Business Daily visited, it was found that the shelves of bare-bottle liquor had become very prosperous in the past, and more and more famous liquor brands had increased their weight and launched 100-yuan ** bare-bottle liquor products. At the same time, low-end light bottle wines such as Red Star Erguotou and Lao Village Chief are also upgrading their products.
Xiao Zhuqing, a marketing expert in China's consumer goods, said that with the trend of consumption upgrading, rational consumption awareness has become the consensus of the majority of consumers, and the saved packaging costs of bare bottle wine are used to improve the quality of wine and meet the pragmatic consumption needs of consumers for self-drinking. At present, the structure of the domestic consumer market has changed from subsistence to improved consumption, and under the influence of the rational consumption concept and the return of the value of liquor, the demand for cost-effective liquor has become a trend.
Cost-effective is favored.
From the perspective of consumption scenarios, bare bottle wine is mainly for self-drinking and family and friend gatherings, and compared with low-end boxed wine, cost-effective bare bottle wine is more suitable for consumers' daily drinking needs. During the visit, a reporter from Beijing Business Daily learned that at present, the first belt of light bottle wine is mainly distributed in 10-100 yuan, of which 10-30 yuan light bottle wine has occupied a dominant advantage.
Founder ** said in the research report that with the more rational consumption of liquor, the sinking of famous liquor, and the accelerated growth of high-line light bottles, light bottle wine is expected to further seize the market share of low-grade boxed wine. The trend of structural upgrading below 100 yuan is prominent, and the market continues to heat up. Bare bottle wine abandons redundant appearance design, the cost of packaging materials is lower, and bare bottle wine at the same price is often more cost-advantageous, and the cost savings can be used for quality upgrading and channel concession to enhance competitive advantage.
When a reporter from Beijing Business Daily visited the terminal market, he learned that consumers value high cost performance when choosing bare-bottle wine. Mr. Ma, a consumer, said that during the Spring Festival, in addition to gifts, friends gatherings and self-drinking will choose the bare bottle wine products of famous and high-quality liquor brands. Bare bottle wine eliminates packaging costs and is relatively low. At the same time, in terms of quality, it is endorsed by famous and high-quality liquor, and it is more assured when drinking.
In fact, with the official implementation of the two national standards GB T 15109-2021 "Liquor Industry Terminology" and GB T 17204-2021 "Beverage Wine Terminology and Classification" issued by the State Administration for Market Regulation and the National Standards Administration, the new national standard not only redefines "liquor", but also raises the threshold of the liquor industry. In this context, liquor companies are also focusing on high-line light bottle liquor.
Xiao Zhuqing believes that the mainstream wineries in the industry will make efforts to bare-bottle wine, which will enhance the psychological price expectation of bare-bottle wine in the hearts of the people. Bare bottle wine greatly saves packaging costs and improves the production efficiency of the winery, so the winery is very motivated to promote the upgraded version of the bare bottle wine.
According to the "2023-2032 Development Trend Report on Bare Bottle Wine" released by Great Aim Consulting, boxed wine below 100 yuan will be replaced by high-quality bare bottle wine, the bare bottle wine will continue to expand, the market scale will be further expanded, and the upgrading of product structure will further promote the expansion of the bare bottle wine market.
Shen Meng's analysis believes that consumers of the head brand have low sensitivity to **, while the main sensitivity of bare-bottle wine is **, so it will have an impact on the sales of non-bare-bottle wine of the following brands.
Calibrate the 100 yuan** band.
With the implementation of the "new national standard", in order to comply with the new regulations, wine companies have upgraded the light bottle wine, the product quality has been improved simultaneously, and the market scale is gradually expanding. According to the "In-depth Report on the Light Bottle Wine Industry" released by Founder**, the market size of light bottle wine has gradually increased from 35.2 billion yuan in 2013 to 98.8 billion yuan in 2021, and it is expected to maintain an annual growth rate of 16% from 2022 to 2024, and the market size may exceed 150 billion yuan in 2024.
The continuous expansion of the market scale has also attracted many leading liquor companies to enter the market. A reporter from Beijing Business Daily learned that the bare bottle liquor products launched by famous liquor companies are mainly concentrated in the 50-100 yuan ** belt. As famous liquor companies such as Wuliangye, Shanxi Fenjiu, Luzhou Laojiao, and Shede focus on the bare-bottle wine market and lay out mid-to-high-end bare-bottle products, the bare-bottle wine market is also showing a trend of diversification, category diversification, and consumption scene diversification.
Zhu Danpeng, an analyst of China's food industry, said that as the entire bare-bottle wine market continues to heat up, many famous and high-quality liquor companies have also entered the bare-bottle wine track. With the blessing of the head enterprises, the whole bare bottle wine has entered a situation of both cost performance and quality and price ratio.
It is worth noting that the sales volume on the 100-yuan light bottle wine ** is also considerable. A reporter from Beijing Business Daily learned through the Tmall platform that Shanxi Xinghua Village Fenjiu 53 degrees Huanggai Fenjiu 475ml 6 bottles of Bofen ration liquor have been sold for 100,000+; Niulanshan 42 degrees 100-degree aged white cow two strong fragrance style liquor, Beijing Erguotou, has sold 10,000+; Xifeng Liquor 55 Degree Green Bottle High Neck Light Bottle Shaanxi Fengxiang Pure Grain Liquor Whole Box 6 bottles have been sold 8000+.
According to the in-depth report of the light bottle wine industry, under the guidance of the new national standard and the upgrading of residents' consumption concepts, the upper and lower limits of light bottle wine have gradually risen, and the trend of upgrading from low-line light bottles to high-line light bottles has been increasing. At the same time, boxed wine below 100 yuan is gradually replaced by more cost-effective light bottle wine under the cost disadvantage, and the demand for boxed wine above 100 yuan is undertaken by high-quality light bottle wine from large manufacturers, and the double click of volume and price drives the expansion of the light bottle wine industry in the future.
Beijing Business Daily reporter Zhai Fengrui.