Under the guidance of the clearance circle, sauce-flavored liquor has become a hot spot for capital pursuit, and various brands of sauce-flavored liquor have sprung up.
However, most brands of sauce-flavored baijiu are only a supporting role, especially in the high-end market. Except for Tianfei Moutai, other brands are facing the dilemma of unsalable sales and overstocking.
Take, for example, the abstract liquor of Jinsha Wine. As the company's core product, Abstract Baijiu has repeatedly tried to occupy a place in the high-end sauce-flavored liquor market in recent years, but has been unsuccessful.
In 2021, Jinsha Liquor issued the "Notice on Adjusting the Abstract Liquor System", announcing the resumption of the collection and ordering of abstract liquor, and announcing that the abstract liquor will be adjusted from now on.
According to the notice, the collection and ordering of abstract sake will resume from February 5. For the orders that have been paid by the old dealers, the goods will still be shipped at the original price; For old dealers who have not paid or placed orders from January to February 2021, they can pay and place orders according to the abstract contract quota in 2021, ** at the original price; For new dealers, the original price will be executed according to the first amount of the contract.
If the above conditions are not met, the subsequent payment and order of abstract wine will be implemented in accordance with the new ** system, that is, the price of rare abstract wine will be increased by 70 yuan per bottle (500ml) on the existing basis, and the price of abstract series and exclusive abstract products will be increased year-on-year on the original ** system of rare abstract wine.
Food analysts said that the sauce-flavored liquor has entered a stage of rapid development, and Tianfei Moutai's ** has left a huge space for high-end and sub-high-end sauce-flavored liquor. The price increase of Jinsha Liquor is the inevitable result of the industry's consumption dividend and its own development.
The clearance circle noticed that at present, the retail guide price of abstract wine (rare version, 53 degrees) is about 1,200 yuan, but in Jinsha Huisha wine ***jdcom), the product's ** is only 800 yuan.
However, on other platforms, abstract wine is even lower. For example, if you buy a full case of abstract wine on Pinduoduo, the actual transaction price is less than 500 yuan, less than half of the retail guide price. Why is the actual transaction price of wine so much lower than the retail guide price?
Cai, a liquor marketing expert, pointed out that although there is a large gap between the guide price of liquor and the actual transaction price, the price increase is more to enhance the brand image, and the impact on the actual selling price of the market is not obvious.
It is understood that Jinsha Liquor has achieved growth in performance in 2020, of which high-end products are the main driving force. As a high-end product of Jinsha Liquor, the sales share of abstract liquor occupies more than 70% of the market share.
A person from a liquor company told Guwu Finance: "Although the demand for sauce-flavored liquor is very strong, consumer groups have very strict requirements for high-end sauce-flavored liquor. They mainly favor Tianfei Moutai, followed by Qinghualang, and it is difficult for other brands to get a piece of the pie. "Qinghualang has been able to gain a foothold in the high-end sauce-flavored liquor market, mainly due to its higher quality and basic age of more than 7 years.
In addition, the actual transaction price of Qinghualang is between 1200-1300 yuan, which is more cost-effective. As a result, it became the new favorite of the elite. "However, other brands have a shorter life and are not technically adequate. The raw materials used are not comparable to Tianfei Moutai and Qinghualang. Therefore, it is difficult for these brands to gain the recognition of the elite, and they can only provide higher profits for channel providers to motivate them to promote, but the effect is not ideal.
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