This year, with the changes in the macro environment, the liquor industry has also fallen into huge fluctuations. The Spring Festival, which should have presented a peak season, has also become "not prosperous" because of the corresponding reduction in liquor consumption scenes and consumption enthusiasm.
When will the peak season come for the major wine merchants? How to promote dynamic sales and solve inventory pressure? It is an issue of general concern in this year's "year-end battle".
Destock, destock, destock!
At present, due to the overall environment, the enthusiasm of market consumption has not yet rebounded, and the channel liquidity is not strong, which has brought strong dynamic sales pressure to wine merchants.
This year's effective working hours are very short, and the inventory backlog is relatively serious, which also brings cash flow pressure. Although the market outside the province can digest the inventory to a certain extent, the enthusiasm of the terminal to ask for goods is still not enough. Mr. Wang from Hubei said bluntly.
Throughout the year, there is a strong willingness of wine merchants to "destock".
The business personnel of Dongfang Ding Liquor said that in order to promote consumption and reduce inventory pressure, Dongfang Ding has formulated activities for consumers to travel and send gifts in 2024. At the same time, for terminal cigarette hotels, it has also increased policy efforts, hoping to realize inventory through various preferential activities.
In addition to the offline layout, this year, Dongfang Ding is still online live broadcast, and has become a person who says good morning to the world on behalf of the brand.
The turnover of high-end famous liquor in the first 4 hours increased by 350% year-on-year, of which the official *** of Wuliangye brand ranked first in the first 4 hours of sales among high-end famous liquors; The turnover of China's fine wines in the first 6 hours increased by 120% year-on-year; The 28-hour turnover of imported beer increased by 2 times year-on-year; Cocktails 28 hours increased 3 times year-on-year. It can be seen that the main embodiment of high-end and famous wine in the alcohol consumption side is hot.
Regarding this phenomenon, the business manager of Dongfang Ding said that the dynamic sales of products are closely related to the competitiveness of the product itself and the operating environment, and will also be affected by live broadcast technology. "Although the sales volume is not as high as expected, it is also good to be able to go some volume and solve some inventory. ”
Stabilize the mind: confidence and meditation
In the internal and external environment, consumption is showing a trend of fatigue, and wine companies and wine merchants are the first to feel the pressure. But when asked if wine will still be a good business in the future, many wine merchants answered in the affirmative.
Obviously, the more difficult times you feel, the more you need to maintain a good attitude.
Under confidence, how to calm down and observe the changes in the industry and find ways to deal with them is a difficult problem for wine merchants to solve.
The more adversity we face, the more we should calm down and think seriously: which products have a strong market influence? Which brands are more resilient? Which manufacturers have strong policies to help businesses? Mr. Xu, a dealer in Henan, said bluntly.
In addition, dealers also need to self-examine, sort out their own customers, and put more effort into the management of brands with strong market competitiveness.
Mr. Dai, a wine merchant in Chengdu, said that the number of supermarket barcodes in his hands has been as high as hundreds, and even if it is not in the peak sales season, the warehouse is full. "Next, I'm going to use this time to streamline the barcodes, test the data, and make room for products that haven't been sold for a long time, and eliminate invalid barcodes. ”
In his view, sticking to the industry is "determination", and daring to give up is also the "courage" that many practitioners need to have.
He also actively laid out Dongfang Ding's big three-spiced light bottle wine. He pointed out that "the awakening of consumer consciousness and the upgrading of consumption structure have made high-quality and branded products more advantageous in market competition." Only by providing better 'pure grain solid' products to consumers, can our business be more sustainable." For many dealers, in addition to product quality, they also need to provide high-quality "service", and this intangible added value needs more talents.
At the beginning of the year, the liquor industry started the year-end sprint, launching new products, doing activities, and actively laying out online and offline.