Text |Li Xia.
Recently, Weijiu learned that from March 31, the ex-factory price of dealers will be increased by 12% on the original basis. Based on this, some dealers infer that the terminal supply price, product retail price and **price of Jianzhuang Daguang are likely to be synchronized**.
It is worth noting that Jianzhuang, as one of the strategic brands of Wuliangye Aromatic Liquor Company, said in the industry: "The light bottle wine track is still expected to expand in the future, and the price increase of Jianzhuang on core products not only demonstrates the company's confidence in the brand, but also opens up space for the sustainable growth of the brand in the future." ”
The dynamic sales exceeded expectations, and Jianzhuang Daguang raised prices by 12%.
After the Spring Festival, a number of liquor companies have issued price increases, in this context, what are the considerations behind the price increase of Jianzhuang Daguang?
In the post-holiday market survey, Weijiu found that Jianzhuang's dynamic sales in the market are good and the channel inventory is relatively reasonable, which may provide a relatively good market foundation for Jianzhuang Daguang to raise prices.
It is reported that the number of bottles opened in Jianzhuang has tripled in two years, of which Jianzhuang Daguang accounts for more than 70% of the new bottles. A large part of the reason behind this is that after Jianzhuang reformed the terminal profit distribution method, it has repeatedly caused a terminal upsurge in the market.
During this year's Spring Festival, Jianzhuang Daguang strengthened consumer cultivation with real gold in the code scanning activity, which accelerated the shipment speed of the terminal and achieved a substantial increase in the number of dynamic sales and consumer bottle openings. Plus,Jianzhuang Daguang productsSince October 2021, it has stopped receiving orders, and its scarcity in the market has been further highlighted.
In addition, in addition to the support of the market foundation, the price increase of Jianzhuang Daguang is inseparable from the good consumption base of the product. According to the Nielsen survey, the number of new loyal users in Jianzhuang last year increased by 31% among famous wine brands in the same price range within half a year. "Jianzhuang has become one of the big items that has attracted much attention in the light bottle wine market. Some people in the industry commented.
Overall, in the context of weak recovery of overall consumption power, the consumption rigidity of bare bottle wine is relatively possessed by the attributes of passing through the fog of the cycle, and the "price increase card" played by Jianzhuang is a well-thought-out "plan and then act", which will improve the market's expectations for the value of Jianzhuang Daguang products and future development.
The goal will be doubled again, and Jianzhuang will stride forward in 2024
In the past, Jianzhuang has created the glory of "1 in 5 Chinese has drunk Jianzhuang", and in recent years, due to the close focus on channel construction, consumer reputation construction, service quality improvement and stable ** system, Jianzhuang brand has achieved leapfrog development.
As the only representative of the bare bottle liquor category that is not affected by the entire liquor industry cycle, but continues to develop upwards in structure, Jianzhuang Daguang has grown into the main brand in the red sea of bare bottle wine, and has continuously reaped the "good start" in the Spring Festival sales for many years. Weijiu learned that at the 2024 market work meeting of Wuliangye Aromatic Liquor Company, which ended not long ago, the company made the latest strategic planning for Jianzhuang Daguang in terms of operation and consumer cultivation.
In 2024, the number of open bottles in Jianzhuang will be doubled on the basis of 2023", a Hebei dealer in Jianzhuang also revealed that next, Jianzhuang will "control the amount of big light" on the basis of the light bottle matrix dominated by "big light + glory", and deeply link the C end in consumer cultivation, and continue to strengthen the terminal construction in channel construction.
We are very confident in the Jianzhuang brand and Daguang products, the momentum of the products in the market in the past two years is very strong, whether it is the appeal of the product itself, or the consumer group with high loyalty, in 2024, Wuliangye Aromatic Liquor Company has increased the investment of Jianzhuang consumers in scanning the code red envelope, and at the same time, consumers can also get cash rewards in reverse after scanning the code, which will also attract a large number of consumers and terminals, which will empower the realization of the strategic goals in 2024. The dealer added.
Looking at the price increase of Jianzhuang Daguang through the new strategic objectives and policy guidance, it can be found that this actually comes from the deeper consideration of Wuliangye Aromatic Liquor Company, that is, to continue to strengthen the "Daguang + Rongguang" double-light bottle strategy, so as to further enhance the high position of the product in the light bottle wine market, enhance the value of Jianzhuang's "century-old national brand", so as to strengthen the occupation of market share, and let the industry see the determination of Jianzhuang to continue to enhance brand potential and reach more consumers.
From the perspective of the industry, the "In-depth Report on the Light Bottle Wine Industry" released by Founder** shows that it is expected that the light bottle wine will still maintain an annual growth rate of 16% from 2022 to 2024, and the market size may exceed 150 billion yuan in 2024. With the removal of the label of "low price, low-end" and the trend of structural upgrading below 100 yuan, the price increase of Jianzhuang Daguang has not only strengthened the control of the channel, but also activated the market potential and upgrading of the light bottle wine in a sense, and even led the return of the value of the famous wine bottle.
In fact, Wuliangye Aromatic Liquor Company has always insisted on continuously building the "national" attribute and "century-old history" of Jianzhuang, which has continuously resonated with consumers. Weijiu believes that under the resonance of the light bottle wine track and product growth, and with the blessing of the "Daguang + Glory" double light bottle strategy, the brand value expression of Jianzhuang will have better market performance, continue to promote the benign industrial evolution, and find a definite increment for the brand.