Following Moutai and Wuliangye, the price of another core product of liquor is about to rise.
Recently, there is market news that the price of Jian Nanchun's core product crystal sword will officially increase on March 1, and the ex-factory price will be increased by 15 yuan per bottle. After this price increase, the ex-factory price of the crystal sword will reach about 410 yuan per bottle.
Jian Nanchun's price increases are more frequent, and it has only been 2 months since the last price increase news came out. On December 27, 2023, according to relevant reports, the ex-factory price of Jian Nanchun's core product, the crystal sword, was increased by 20 yuan bottles.
In the long run, it is not uncommon for Jian Nanchun to increase prices during the Spring Festival, and the increase is not large. Taking the Spring Festival of the Year of the Rabbit as an example, in February 2023, the 52 degree crystal sword Nanchun 500ml single bottle** will be raised by 20 yuan bottles; On March 1, the retail guide price of 52 degrees crystal sword was raised from 489 yuan to 519 yuan bottle, an increase of 30 yuan.
At that time, 1999 bottles of wine were released, each bottle was 1999 ml, one bottle was No. 1, the wine was not sold, and the first few bottles of the number were given to the bigwigs who attended at that time.
Later, in 2001, Guojiao 1573 began to go on sale.
In 2012, the revenue of Guojiao 1573 approached 5 billion, the sales in 2019 were nearly 10 billion, and the sales of Guojiao 1573 exceeded 10 billion yuan in 2020, reaching 12.6 billion yuan.
The last old single product of the liquor 10 billion single product club is the Jiannanchun Crystal Sword, whose sales reached 12 billion yuan in 2019. In addition, in 2023, there should be two new members who will enter the single product 10 billion club.
* It is one of the core elements in the competition of liquor, and it is also a direct manifestation of brand value.
At present, the 300-500 yuan ** belt has entered a period of rapid expansion, and the future market capacity will exceed 150 billion, and Jian Nanchun has grown rapidly in this ** belt and has great advantages, and the price increase also shows Jian Nanchun's confidence in the quality of the crystal sword.
The adjustment of the core product is also an important action of Jiannanchun to advance the layout of the Spring Festival peak season. By laying out in advance and seizing the minds of consumers, it has undoubtedly laid a solid foundation for a "good start" in 2024.
By raising prices to seize channel funds, seize terminal storage capacity and display positions, this "small steps and fast running" price increase method can better squeeze the channel funds and market share of regional wine enterprises.
In the long run, for enterprises with advantages in the industry, price increases demonstrate the strength of enterprises, enhance their status, and maintain brand potential. In 2010, the ex-factory price of Moutai was 7 times in a row**, which finally pushed Moutai to the status of "luxury liquor" and laid the foundation for the achievement of today's "Chinese wine king".
It is difficult to say that it is not a good move to achieve value growth through price increases, especially to strengthen the brand imprint again during the adjustment period.