Guangzhou Daily News (all-media reporter Lin Lin) On August 1, Hao Heguo, general manager of China Tobacco Investment Management Company, visited Kweichow Moutai, which was interpreted by the industry as a cooperation signal of "alcohol and tobacco don’t separate"; Less than two months after the eighth generation of new Wuliangye products went on the market, it rose by 200 yuan/bottle, and the new price of 1,399 yuan/bottle was only different from the direct selling price of 1,499 yuan/bottle of Maotai Feitian, only in 100 yuan. The Mid-Autumn Festival is approaching, and the competition among liquor giants is escalating. What kind of variables will the industry have?
Maotai’s "circle of friends" cannot stop.
"Since last year, Li Baofang, chairman of Maotai Group, has two ‘ Pull a circle of friends ’ Action, one in the industry, such as pulling Wuliangye and Fenjiu; Another big coffee outside the industry, such as Wang Jianlin and Ma Yun, later cooperated. " Niu Enkun, general manager of Liangjian Consulting, said that China Tobacco’s visit to Maotai attracted the attention of the industry because consumers of tobacco and alcohol have strong connections and it is easier to reach cooperation.
Cai Xuefei, a person in the liquor industry, believes that Maotai has been trying to make direct sales, so we must first do a good job in channel direct sales.
On the construction of direct selling system, starting from 12: 00 on August 3rd, 53-degree Feitian Moutai officially started to be pre-sold for Wumart electronic members on wu mart official WeChat WeChat official account, and the price was 1499 yuan/bottle.
According to industry insiders, Kweichow Moutai’s move shows a trend of flattening its channels. However, Niu Enkun said that Maotai’s direct selling has a premise that it is willing to implement it at the price of 1499 yuan/bottle.
"The biggest risk of Maotai at present is that the price is out of control." Niu Enkun said that if the price of Feitian Moutai increases again and again, there will be more inventory than consumption. If there is no consumption base, there will be no market. "Recently, some capital companies have reduced their holdings of Maotai shares, which reflects this concern."
Maotai’s efforts in the channel are not a case. Wuliangye, Yanghe and Gujing Distillery have all been improved in the channel. "At present, most liquor companies adopt the dealer model." Zhu Danpeng, a food industry analyst in China, said that this model has both advantages and disadvantages. For manufacturers, the advantage is that there are not many operational risks and the risks can be passed on to distributors, but the disadvantage is that they cannot directly face the terminals. "Of course, not every enterprise has the ability to directly face the terminals and consumers."
Zhu Danpeng believes that the "new retail" that the industry has been paying attention to has high requirements for the comprehensive strength of enterprises’ brands and cannot be generalized: "The strength of Maotai allows them to make such an attempt."
Industry focus
Mid-Autumn Festival this year or the peak period of selling goods by wine merchants
"In previous years, the channel had a wave of goods before the Mid-Autumn Festival. This year? Does not exist. " A wine merchant revealed that since the Spring Festival, many liquor companies have never stopped price increases and promotions, and the channels have not stopped over-pressing goods. "At the same time of price increases, channel inventory has been generated." Inventory has put pressure on the channel, and industry insiders say that this year’s Mid-Autumn Festival or the peak period of selling goods by wine merchants.
At the same time, Wuliangye announced that the price of the eighth generation Wuliangye rose from 1199 yuan/bottle to 1399 yuan/bottle on August 1, approaching the direct selling price of Maotai Feitian of 1499 yuan/bottle.
Zhu Danpeng learned that the current market price of Maotai Feitian has reached about 2,500 yuan/bottle, which is far behind Wuliangye’s 1,399 yuan/bottle and 1000 yuan.
Last night, Wuliangye released its main performance data for the first half of 2019, with an operating income of 27.16 billion yuan, up by about 26.50% year-on-year, and a net profit attributable to shareholders of listed companies of about 9.3 billion yuan, up by about 31% year-on-year.
Some insiders believe that Wuliangye’s revenue and performance growth rate is not as good as the same period of last year and the whole year of last year, which should be a common slowdown in the growth rate faced by the entire liquor industry.
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