After Moutai, liquor giant Wuliangye also announced a price increase for its core products.
On January 30, the reporter of "International Financial News" learned from the marketFrom February 5, the ex-factory price of the eighth generation of Wuliangye will be adjusted from 969 yuan to 1019 yuan, an increase of about 5%.
Photo by Zuo Yu. According to the previous practice, after the price increase of Moutai's core products, Wuliangye and Luzhou Laojiao will generally follow. In November 2023, Kweichow Moutai announced a 53%vol increase in Kweichow Moutai (Feitian, Five-Star) ex-works**, with an average increase of about 20%. Since then, as a strong fragrance faucet, whether Wuliangye has raised prices has attracted much attention from the market.
On December 18, 2023, Wuliangye held a dealer conference, and Chairman Zeng Congqin said that the focus of marketing work in 2024 will be to enhance the brand value of Wuliangye as the core, continue to strengthen the quality brand, consumer cultivation, channel profits, and promote the acceleration of the reasonable return to brand valueAnd will take the opportunity to appropriately adjust the ex-factory price of the eighth generation of Wuliangye.
The eighth generation of Wuliangye is the eighth generation of Puwu, which is the core product of Wuliangye. The price increase of the eighth generation of Pu Wu is about 5%.After the adjustment, the ex-factory price of Wuliangye's core products officially exceeded the price of 1,000 yuan.
It is understoodThe last time Wuliangye raised the ex-factory price was in 2021. At that time, Wuliangye raised the ex-factory price of the eighth generation Puwu from 889 yuan to 969 yuan, an increase of 9%, and then raised the retail guide price to 1499 yuan, which is consistent with Feitian Moutai.
For liquor manufacturers, suppressing sales through price increases is a common means for well-known distilleries to use their brand value and strong position to 'grab money' from the channel. Xiao Zhuqing, a wine marketing expert, told the International Financial NewsRaising prices before the arrival of the peak season is a means of competing for channel funds. Because you can enjoy the old ** before the time node of the price increase, the general dealer will pay all the needs during the peak season at one time before the price increase.
According to Wuliangye's financial report, in the first half of 2023,The eighth-generation Puwu-based products accounted for 83% of its liquor product revenue. In the first three quarters, Wuliangye's realized revenue was 6255.4 billion yuan, a year-on-year increase of 1211%；The net profit attributable to the parent company was 2283.3 billion yuan, a year-on-year increase of 1424%。
On January 28, 2024, at the 2023 work summary meeting of the fourth council of Sichuan Brewery Association, Yang Yunxia, chief engineer and food safety director of Wuliangye Co., Ltd., saidIn 2023, the sales revenue of Wuliangye Group Company will be 17709.8 billion yuan, a year-on-year increase of 1389%；The total profit is 4257.9 billion yuan, a year-on-year increase of 1413%。
Guoxin** said in the research report that according to the historical data of "Wuliangye Co., Ltd. - Wuliangye Group", Wuliangye is expected to continue to achieve double-digit growth in 2023.
In fact,In 2023, destocking will become the main theme of the liquor industry. In addition to Moutai, a large number of liquor brands have the situation of upside downAppear. Therefore, the upcoming Spring Festival peak season has become an important window for enterprises to destock.
Everbright ** said in the research report that the market has low expectations for the Spring Festival sales and performance growth, and it is expected that inventory removal may still be the main theme of Spring Festival liquor sales in 2024.
Food industry analyst Zhu Danpeng told reporters that the current inventory pressure of Wuliangye still exists, and its products also have the emergence of the phenomenon of upside down.