During the Spring Festival this year, the sales performance of liquor in many places exceeded expectations. The specific performance is as follows:
>> the dynamic sales in the early stage were flat, and the later stage was concentrated
This year's Spring Festival did not continue the usual rhythm of entering the peak sales season one month earlier in previous years. In the early stage of the Spring Festival peak season, sales are relatively flat, according to the feedback of dealers around the country, sales are concentrated in the first week after the new year, reaching 40-50% during the spring.
>> There are obvious differences in dynamic sales in different regions, and some second- and third-tier cities are not ideal
Benefiting from the boom of returning to their hometowns, Anhui, Hunan and other places have outstanding dynamic sales atmosphere, with dynamic sales exceeding double digits year-on-year, and the demand for gifts and banquets in the Hunan market has performed well. Many dealers in Hebei and Inner Mongolia reported that the sales were not as good as the same period last year, and the effect in Heyuan, Guangdong and other places was not satisfactory. This also means that not all regions will enjoy the dividends of strong demand for this year's Spring Festival.
>> The market share continued to concentrate on the leading famous wines and local wines
The data shows that the overall dynamic sales market share is more obvious to concentrate on famous wines. The person in charge of a large and well-known chain in East China said that the overall growth of high-end famous wine products such as Wuliangye exceeded 5%, and Jiannanchun was as high as more than 20%. In addition, the real estate wine faucets represented by Gujinggong and Jinshiyuan also performed well.
In the current context of overall sales pressure, consumers and channels have more reasons to choose famous wines, which also boosts the concentration of dynamic sales to famous wines and local wine leaders.
>> Mass gatherings and family banquets exceeded expectations, and annual meetings and business were sluggish
During the Spring Festival, the catering scene resumed and the wedding banquet was replenished, and the accelerated recovery of banquet consumption performed particularly well during the Spring Festival. It was learned from all over the country that during the Spring Festival this year, the demand for wine in the banquet market soared, and the banquet reservation rate of most catering establishments was close to 100%, and the positions of some hotels in Chengdu before the Lantern Festival had been sold out as early as mid-January. Among them, the number of family banquets and other events far exceeded market expectations, and at the same time, there was no significant downgrade in the ** band.
However, the number of Spring Festival wedding banquets in 2024 has declined, and corporate annual meetings and business banquets are still in a weak recovery.
>> Consumption downgraded, and the sales of 100-400 yuan** soared
High-end liquor has migrated from more than 1,000 yuan to Wuliangye, Guojiao 1573 and other 1,000 yuan ** products, and the sales of Wuliangye and Guojiao 1573 have increased significantly in many regions.
In the sub-high-end ** belt, due to the weakness of business banquets, the ** high-end (500-800 yuan) is relatively under pressure, the entry-level sub-high-end (300-500 yuan) performs well, and the overall demand for banquets and gifts is relatively rigid. The 100-300 yuan mass price band benefited from the homecoming boom, and consumers became more rational and paid more attention to cost performance in their choices.
>> The performance of some famous wine items is stable and rising
Before the Spring Festival, the consumption demand for liquor was strong, the sales of famous liquor accelerated, the ex-factory price of Puwu was increased and some brand price control measures were effective, and the batch price of most famous liquor products such as Feitian Moutai, the eighth generation Wuliangye, Guojiao 1573, and Qinghualang rebounded in a small range. Among them, Moutai Feitian is 40-50 yuan per bottle in bulk, and 50 yuan for one bottle of original; The eighth generation of Wuliangye ** 20-25 yuan; Guojiao 1573 is 10-15 yuan per bottle; Shuijingfang Liquor Zhenjiu No. 8 ** 15-20 yuan; Qinghualang** 55-60 yuan, Honghualang**5 yuan, Honghualang 15 years**15 yuan; Bofen is 20 yuan per piece......
There are two main reasons for the increase in pre-holiday prices, one is that most wine merchants have insufficient estimates of the demand for the Spring Festival, resulting in limited stocking, and the second is the poor logistics and transportation caused by large-scale freezing rain before the holiday.
>> Dealers feedback that the increment does not increase profits
Dealers in Zhejiang reported that the sales volume during the Spring Festival increased by about 20% compared with previous years, but the overall profit did not change much. This is mainly due to the fact that in the process of concentrating the dynamic sales products to famous wines and real estate leaders, the preference of dealers has further amplified the advantage of best-selling products to seize market share in the peak season, and dealers have taken the initiative to push the popular.
Fifth, crystal sword, blue and white 20, four kai and other high-turnover varieties, at the same time, some wine merchants have also launched more attractive policies, in the end the profit is thin.
>> Channel inventory has been alleviated in some regions
The strong consumption atmosphere of the Spring Festival and the active destocking action of dealers have alleviated the channel inventory during the Spring Festival, and the leading inventory of the top famous wine and real estate wine is generally benign.
However, not all regions can have such positive channel feedback, and there is channel feedback, such as Inner Mongolia, Shaanxi and other places The dynamic sales situation is not ideal, and the inventory pressure of dealers is still there.
February** Dynamic Incentive Program