Text丨Liquor Industry Team (ID: jiuyejia360).
Planning丨DustEdit丨Cloud crossingEditor丨Genting.
The midfield competition in the soy sauce and wine industry has entered a white-hot stage.
On February 26, the "2023-2024 Observation on China's Soy Sauce Wine Industry and Market" (hereinafter referred to as the "Report") released by Yu Jiujia pointed out that China's soy sauce wine industry is still in the growth and mid-field stage, and the overall growth of the category and the strong differentiation of brands coexist.
This means that the competition in the soy sauce and wine industry will become more and more fierce. Under the industrial law that brands are becoming more and more concentrated in the head soy sauce and liquor enterprises, brands with quality foundation but small scale have achieved breakthroughs in the midfield competition? This is an issue that most companies in the soy sauce and liquor industry are facing.
Differentiation and expansion of soy sauce wine coexist.
What is the certainty of the red vein?
In 2021, the soy sauce and wine industry entered the middle field. In the past two years, the adjustment period of the liquor industry has gradually returned to rationality, and brand differentiation has gradually intensified. In 2023, the soy sauce and wine industry will enter a year of strong differentiation.
Of course, the intensification of competition on the supply side does not conflict with the expansion of soy sauce wine on the consumer side. The report shows that in 2023, the trend of sauce flavoring among the core consumer groups in the national mainstream market will continue to expand and be irreversible. At present, the overall consumption penetration rate of soy sauce wine has exceeded 30%, and it is expected to exceed 50% within ten years. At the same time, the penetration rate of sauce flavor in Guizhou, Shandong, Henan, Guangdong, Fujian, Guangxi, Hainan and other markets has exceeded 50%.
It can be seen that the current stage of the soy sauce wine industry is still in the stage where opportunities and challenges coexist, and the opportunities are greater than the challenges, the growth space of soy sauce wine still has great potential, and the midfield competition is far from over. In this context, what are the core competitive factors of the future soy sauce wine brand competition? Beneath the head, how can more "other" brands break through?
Again, the answer is quality. "In any consumer product competition, quality is the underlying logic, and brand is the top-level logic. The report states. It can be seen that quality is king at any stage.
From the perspective of soy sauce and wine categories, a steady stream of production capacity is the cornerstone of supporting quality, and it is also a symbol of quality. However, in 2023, putting into production will become a problem for many soy sauce and wine companies. In 2023, when the wine industry investigated Renhuai sauce wine enterprises, it was found that in the context of weak investment promotion and poor sales, the capital chain of many enterprises was broken, and reducing or suspending production became a choice that had to be made.
Chimai Liquor is a typical representative of Renhuai production area's insistence on production. The wine industry recently learned that in 2023, when the soy sauce wine industry cools down, Chimai Liquor will still insist on putting into production.
In fact, there are traces of Chimai's persistence and determination. In the Renhuai production area, where every inch of land is valuable, Chimai Liquor, which is "only brewed for ten years and not sold", has long had the quality gene recognized by the industry. It was established in 2010, but it was not until 2020 that it launched two single products, "Red Vein True Age 6" and "Red Vein True Age 9", which took 10 years to build the quality barrier of Red Vein Liquor.
In the context of continuous production every year, Chimai Liquor has accumulated thousands of tons of high-quality sauce-flavored base liquor. Focusing on the present and the future, high-quality soy sauce wine is still a scarce resource, and the continuous production of Chimai soy sauce wine also has the confidence and certainty to grasp the opportunity of soy sauce wine expansion.
Eight times to participate in the Chinese Wine Exhibition.
Red Vein will carry out the branding to the end.
The continuous production of Red Pulse also reveals the healthy operation of its market. Extending the dimension of time, the above two single products were widely welcomed by consumers as soon as they were listed, and Chimai Liquor also caught the "pouring wealth" of the soy sauce wine craze at that time, and in the past two years, under the background of high inventory and poor sales of soy sauce wine channels, Chimai Liquor has also performed well. Today, after three years of market cultivation, Chimai Sauce Liquor has a stable and loyal consumer group and has a certain ability to resist market risks.
This is inseparable from the improvement of the brand power of Chimai. In the past two years, under the underlying logic of building solid quality, Chimai has also continued to consolidate the top-level logic of the brand. In 2022, Chimai officially changed its name, which is also regarded as the determination of Chimai's brand operation. Since then, Chimai Liquor has not only realized the unification of the company name and product name, but also effectively enhanced the brand awareness.
On the other hand, on the platform of the China Wine & Spirits Exhibition, Chimai Liquor Industry is also accumulating potential energy. Since 2019, when the 3rd China Wine & Spirits Exhibition was tested for the first time, Red Vein and the China Wine & Spirits Exhibition have formed an indissoluble bond and deepened cooperation.
In 2020, the first offline listing conference of Chimai Liquor was held during the 4th China Wine & Spirits Exhibition, and the first annual meeting of China Sauce and Liquor Industry was exclusively titled. In 2021, Chimai was the chief sponsor of the 5th China Wine & Spirits Exhibition; In 2022, Chimai was the chief sponsor of the 2nd South China Wine & Spirits Exhibition, and during the 6th China Wine & Spirits Exhibition, the "Red Vein Night" made a blockbuster appearance; In 2023, Red Vein will continue to appear at the 3rd South China Wine & Spirits Exhibition and ......the 7th China Wine & Spirits Exhibition
In this process, the tentacles of the red pulse marketing network have extended to the whole country, and the core consumer circle has been harvested.
Back to the present, Chimai Liquor will also join hands with China Wine & Spirits Exhibition for the eighth time to appear at booth B02 of the 2024 (4th) South China Wine & Spirits Exhibition, and continue to deepen the brand. In order to further expand the circle influence of Chimai sauce wine, Chimai also launched related activities at this China Wine Exhibition.