Huaxia Liquor Daily reporter Chen Zhenxiang
In the future, under the demand of consumption, wuliangye's thousand yuan price band will be stronger.
On November 25th, Changsha, Hunan Province, a Wuliangye 1618 core terminal tasting meeting jointly organized by Wuliangye Hunan Theater and Hunan Jinqiao Marketing Co., Ltd. was held at the Grand Hyatt Changsha Hotel, and more than 300 core end customers deeply tasted Wuliangye.
Three days ago, in the same hotel, Wuliangye Hunan Theater and Hunan Sunshine Wine Industry jointly held a Wuliangye customer appreciation meeting.
According to the staff of Wuliangye Hunan Theater, such a core terminal in-depth tasting will be normalized in various cities in Hunan, under the guidance of Wuliangye's new marketing, each theater fully combines the actual conditions of various places to formulate a grounded and popular in-depth tasting plan to make the tasting more attractive.
"Expected growth was better than the same period last year." On November 19, at the symposium of the top 50 industrial enterprises in Sichuan Province, the relevant person in charge of Yibin Wuliangye Group Co., Ltd. revealed that from January to September, Wuliangye Group achieved sales revenue of 106.9 billion yuan, an increase of 17% year-on-year; the total profit was 24.6 billion yuan, an increase of 19% year-on-year. Under the trend of steady progress, Wuliangye is very confident in the sprint in the fourth quarter: strive to exceed 140 billion yuan in annual sales revenue and 50 billion yuan in total profits and taxes.
As a typical representative of China's fragrant liquor and a leading enterprise in the industry, Wuliangye has an ancient cellar pond group that has been brewed uninterruptedly for more than 650 years, condensing the characteristics of brewing technology integrated and solidified in the Ming and Qing dynasties, the ultimate process pursuit, witnessing and promoting the development of China's liquor industry, and continuing to show the origin and inheritance of the craftsman spirit.
In alcohol marketing and consumption, cognition comes first. The thousand yuan price band of the day to a stable extent to a certain extent to wuliangye's secondary entrepreneurship and marketing reform. Any product, especially liquor products, tasting is crucial, there is no accurate tasting and in-depth communication, in order to stand firm in the price band of 1,000 yuan, in the more fierce competition at the moment, relying on brand tension alone is far from enough.
While the quality is improved, the importance of marketing is more prominent. In February 2019, Wuliangye optimized and adjusted the marketing structure, transformed the previous 7 major marketing centers into 21 major marketing war zones, and set up 60 marketing war zones, forming a comprehensive marketing system and laying the foundation for today's marketing smoothness.
Liu Jian, a liquor distributor in Beijing's Haidian District, told the "Huaxia Liquor News" reporter that with the marketing changes of Wuliangye, the refinement and accuracy have been improved, and the product configuration is more reasonable. During the National Day of the Mid-Autumn Festival this year, the sales volume of Wuliangye products increased greatly, an increase of 30% compared with the same period, and the sales of the eighth generation of Wuliangye, Wuliangye 1618, Wuliangye alcohol, Wuliangchun and other products were gratifying.
"Among liquor brands, Wuliangye's inventory pressure is a little less, and the product price is more rational." Liu Jian said.
The increasing inventory pressure is the focus of liquor distributors, and it is also a concrete manifestation of the increase in product sales. For consumers, product quality and value are the first elements of consumption.
Zhang Feng is the head of a home improvement company in Hangzhou, in his view, Wuliangye's price band of thousands of yuan is stable, compared to Maotai, Wuliangye's advantages are not only the price, but more is the innovation of marketing and the same frequency of the times.
Zhang Feng is a veteran Wuliangye fan, from graduating from college to the present, Wuliangye has become a part of his life and work. "Since 2021, 90% of the company's hospitality wine is wuliangye." Zhang Feng said.
Henan is a major province in the production and consumption of liquor, and it is said that it is the vane of Chinese liquor. Since 2021, Wuliangye Henan Theater has been moving continuously, and the value of precision and refined marketing has become more obvious, and the market sales during the Mid-Autumn Festival National Day are far better than in previous years, and the price is more stable.
"Wuliangye's thousand yuan price band is very strong in the Henan market, and the products are selling fast." Liquor dealer Han Pengfei told reporters that this year's Mid-Autumn Festival National Day, he sold the most Wuliangye products, compared with last year, a full increase of 35%, and made up three times. The fourth quarter is the peak season for liquor consumption, and it is expected to replenish at least three or five times.
In the view of Huang Changbei, an expert in liquor trend development consulting, during the Mid-Autumn Festival National Day, compared with the Moutai terminal close to 4,000 yuan, and even some markets speculated to 4,000+, the brand value of Wuliangye is more prominent, and the position of the thousand yuan price band is more stable. When consumption reaches a development bottleneck, consumers, especially liquor consumers, will choose more reasonable products, when the price of Moutai is getting higher and higher, the more obvious the advantages of high-end brands such as Wuliangye, Luzhou Laojiao, Yanghe, and Fenjiu are. Wuliangye's data from January to September proves this.
The best manifestation of brand value and quality value lies in the scarcity and cultural nature of the product. Among the 2021 (27th) China Brand Value Top 100 announced in September, Haier ranked first with a brand value of 372.809 billion yuan, ranking first for 20 consecutive years, followed by Alibaba with 325.175 billion yuan and Wuliangye with 318.812 billion yuan. Among the liquor brands, Wuliangye ranked first.
On October 22, Wuliangye and the Forbidden City opened a dialogue between time and space that spanned more than 600 years. The launching ceremony and press conference of Wuliangye's large-scale documentary series "Forbidden City" exclusive strategic cooperation was held in Beijing.
On October 29, Wuliangye's third quarter report of 2021 showed that from January to September, Wuliangye achieved operating income of 49.721 billion yuan, an increase of 17.01% year-on-year; achieved a net profit of 17.327 billion yuan, an increase of 19.13% year-on-year, still maintaining double-digit growth in revenue and profit.
Wuliangye adheres to the medium of wine, continues to carry forward the value concept of "harmony and difference, beauty and coexistence", promotes the harmonious interaction between brands, culture and consumers, meets people's yearning for a better life in the new era, continues to create a new highland of Chinese liquor brand value, and has implemented the national "Compass Plan" archaeological Wuliangye project, the exclusive title of "Shangxin • Forbidden City" for three consecutive seasons, the innovative creation of "Top Museum Visit Plan", "Rose Wedding Ceremony" and other brand culture IP, and also frequently appeared in the World Expo, the Expo, and the East Expo High-end international platforms such as APEC tell the cultural story of Chinese liquor and Wuliangye.
Industry insiders believe that the Mid-Autumn Festival National Day during the boom, terminal replenishment is more active, most terminals in the fourth quarter of the sales season and even New Year's Day, Spring Festival and other peak seasons of stocking demand will be more intense, which is a good thing for Wuliangye dealers around the world, only terminal consumption is enhanced, digestion inventory is not a problem. With the stabilization and recovery of the eighth generation of Wuliangye batch price and the increase in the series of wines, the price advantage of Wuliangye is more prominent.
Zhao Wei, a liquor operator in Nanjing, said that in the Nanjing market, during the Mid-Autumn Festival National Day Double Festival, with the acceleration of the pace of sales of wuliangye core products such as classic Wuliangye and the eighth generation of Wuliangye, the advantages of some high-quality personalized products in the consumer market have increased, and the advantages of Wuliangye in the high-end market are more obvious.
Wang Lu, the core terminal provider of Wuliangye in Jinan, Shandong, believes that the firmness of the price band of Wuliangye's thousand yuan lies in the dual value of quality + culture, and the status of the liquor leader makes Wuliangye a consumer bestseller, and the value of the thousand yuan price is more obvious in business and high-end banquet activities.
The industry believes that in contrast, Wuliangye's performance in the first 9 months of this year is gratifying, the fourth quarter is the peak season for the sales and consumption of liquor, the eighth generation of Wuliangye through three years of careful cultivation and the brand value of the seventh generation of Wuliangye and the listing of the extremely high-end product "Pearl in the Crown" 501 Wuliangye, to a certain extent, the hegemony of the Wuliangye thousand yuan price band has been consolidated, driven by the main line brand, the growth rate of Wuliangye series of wines has accelerated, the frequency of consumption has increased, and the inventory pressure of dealers has gradually become smaller. At the same time as the upgrading of consumption and the rise of middle-class groups and new generations of consumption, Wuliangye has entered a benign track of healthy development.
"In the future, under the demand of consumption, Wuliangye's thousand yuan price band will be stronger and its hegemonic position will be more stable." Huang Changbei said.