Huaxia Liquor Daily reporter Jin Feng
At present, although the proportion of sauce wine in the northeast consumer market is still low, from the perspective of the three northeastern provinces, Jilin Province has the best sauce wine consumption atmosphere, and Liaoning Province has the best sauce wine consumption prospects and the largest space.
In recent years, sauce-flavored liquor can be described as "popular", and its market share is getting higher and higher.
Northeast people love to drink, can drink, drinking culture has deep roots, creating a huge liquor market in northeast China. From the perspective of the entire industry, there are many liquor brands in Northeast China, and there are many sauce-flavored liquor brands, but most of them are small and medium-sized distilleries, and there are even fewer sauce liquor companies on the scale.
The wine markets in the three northeastern provinces have similar regional characteristics and consumption habits, and the products and consumption patterns in the market have commonalities, and their huge market consumption makes wine companies flock to them. So, what is the trend of sauce wine and real estate sauce wine produced outside the northeast in the market? What is the hot and cold of sauce wine in its consumer market? What is the consumer's attitude towards soy sauce wine?
Recently, a reporter from Huaxia Liquor News visited the Northeast Sauce Wine Market.
<h1 class="pgc-h-arrow-right" data-track="34" > account for less than 16% of the consumer market</h1>
At present, how big is the soy sauce wine market in the northeast? An unnamed person in charge of a sauce and wine company in Northeast China, which has been operating for many years, helped the reporter calculate an account.
According to the analysis of the person in charge, in 2020, the northeast sauce wine market size is about 4.8-5.2 billion. Among them, the annual sales scale of Feitian Moutai in Heilongjiang Province is about 1 billion-1.1 billion, the annual sales scale in Jilin Province is about 9-1 billion, the annual sales scale in Liaoning Province is about 1.5-1.6 billion, the annual sales scale of Moutai Sauce Liquor Series in Jilin Province is about 100 million yuan, the annual sales scale in Liaoning Province is about 800 million yuan, the annual sales scale in Heilongjiang Province is about 700 million, the annual sales scale of Langjiu and Xijiu in Jilin Province is about 0.7 billion, the annual sales scale of Langjiu and Xijiu in Liaoning Province is about 0.6 billion yuan, langjiu, The annual sales scale of Xijiu in Heilongjiang Province is about 0.5 billion yuan each, and the annual sales of sauce wine produced outside the northeast such as Diaoyutai, Zhenjiu, Guotai, Guijiu, and Jinsha Abstract are all 20-50 million yuan in Heilongjiang Province, Jilin Province, and Liaoning Province.
Among other sauce wines, the annual sales scale of Heilongjiang and Jilin real estate sauce wine represented by Beidacang is more than 600 million, and the annual sales scale of the "Liao Sauce" market in Liaoning Province, represented by Sangou, Daoguang, Dalinghe, Fengcheng, Tiezhashan and Qianshan, is also several hundred million.
The liquor brands mentioned above are the mainstream of the sauce liquor consumption market in the northeast region.
According to data from the China Light Industry Federation, from January to December 2020, China's liquor production reached 7407312.56 kiloliters. Heilongjiang Liquor Fold 65 degree Commodity Volume Output 114721.56 kL, ranked 13th in the country; Liaoning Province Liquor Fold 65 degree Commodity Volume Output 14248.94 kL, ranking 24th in the country; Jilin Province Liquor Fold 65 degree Commodity Volume Output 11533.39 kL, ranking 26th in the country. Domestic first-, second- and third-line brands Moutai, Wuliangye, Yanghe, Fenjiu, Luzhou Laojiao, Jian Nanchun, Langjiu, Gujing Gong, Xijiu, Shede, Xifeng, Shuijingfang, etc. in the northeast region sales are not small, plus Sangou, Laolongkou, Daoguang, Fengcheng, Taoerhe, Yushu qian, New Huaide, Xiaocunwai, Beidacang, Fuyu, Yuquan, Beidahuang and other regional strong brands, as well as many below the scale of small, small, micro-wine enterprises, etc., roughly estimated, the annual consumption scale of the northeast liquor market should be greater than 30 billion, according to this calculation, Sauce liquor accounts for about 16% of the large market in the northeast liquor consumption market, and it is very likely to be less than 16%.
"Especially in the past two years, the health and quality characteristics of sauce wine have been frequently mentioned in the liquor consumption market in Jilin Province. With the upgrading of consumption and the new demand for quality and health, the consumption of liquor has turned into the demand of 'drink less, drink better'. Quality has spawned the sauce wine fever, and quality is the core of sauce wine! Li Wan, deputy sales manager of Baishan Fangda Group in Jilin Province, said that in the era of great improvement of health awareness, health is the consensus of consumers in Jilin Province, and health demands not only cater to consumer demand, but also make the consumption atmosphere of sauce and wine in Jilin Province reach the high point of liquor consumption in recent years.
"Compared with previous years, sauce wine has attracted more consumer attention in the Liquor market in Liaoning, and its objective, subjective, market, and human factors are there, but it is the market that plays the decisive factor." Wang Guiyu, a well-known liquor expert, believes that under the market role of removing rough essence and supporting the good and the inferior, the sauce and wine fever in the domestic market can not only promote the trend of the era of green, organic and healthy consumption in the Liquor Market in Liaoning, but also promote the "LiaoJiu" to adjust the product structure in accordance with the trend.
Liu Lixin, secretary general of the Liaoning Provincial Brewing Association, said that in today's liquor market, the right to speak is in the hands of consumers. As people understand liquor more and more deeply, its consumption habits and concepts are also sublimated in constant changes. "First of all, the craftsmanship and quality characteristics of sauce wine make Liaoning consumers more trusting; secondly, sauce wine has formed a consumption trend under the leadership of Moutai; third, many people have slowly moved from 'drinking together' to 'drinking alone', and healthy consumption has gradually replaced 'big bowl drinking' to cultivate Liaoning's sauce wine consumer population." Liu Lixin frankly said that Liaoning is the forefront of politics, economy and culture in the northeast region, and has a leading and exemplary role, based on these reasons, the prospect of sauce and wine consumption in the northeast will have a good momentum in Liaoning Province.
In the northeast sauce wine market, the reporter of Huaxia Liquor News noted that at present, although the proportion of sauce wine in the consumer market is still low, but in terms of the relative comparison of the three northeastern provinces: Jilin Province's sauce wine consumption atmosphere is the best, Liaoning Province's sauce wine consumption prospects are the best, and the space is also the largest.
<h1 class="pgc-h-arrow-right" data-track="33" > habits and habits are unsatisfactory to the market</h1>
In terms of the development of sauce-flavored liquor in Beijing-Tianjin-Hebei, Shandong Henan, Guangdong Hunan and other places, as well as its fierce momentum, the northeast is still a depression in the sauce liquor consumption market. This has a lot to do with the humanistic customs of the northeast, the taste preferences of consumers in the northeast, and the mainstream price segment of liquor consumption.
Since ancient times, the northeast region has been dotted with vast forests, grasslands and majestic mountains, rivers and lakes. There is no natural barrier between mountains, lakes and grasslands, and nomadic, fishermen and hunters follow the habit of "living by water and grass", and carry out repeated migrations in between. Hundreds of years of nomadic, fishing and hunting life have bred a rugged and bold Northeast humanities, forming a warm, cheerful, free and straightforward, open-minded and humorous temperament of Northeast people. And this humanistic temperament is almost completely in line with the Northeast shochu: the first sip is refreshing and refreshing, the second sip is mellow and refreshing, and after three sips, the fragrance and softness feel better and better.
"Sauce wine mostly comes from the southern region of China, and the beautiful mountains and rivers in the south, the birds and flowers, nourish the beautiful and intelligent southern humanities, and present a delicate and flexible feminine rhyme that is different from the northeast." As a Northeasterner, I still prefer the taste of shochu, which is like a simple, tough, enthusiastic Northeastern man with masculine beauty. Ji You, a loyal senior Heilongjiang consumer of Northeast Shochu, became a reporter to analyze, "I have become accustomed to the taste of shochu, and then the Northeast people have a big open and big personality, the habit of drinking in large bowls, etc., and the Northeast people have a lighter diet, prefer sweet food, and pursue the original taste of food, such as dipping pickles, stewed fish in clear water, clear water potatoes, etc., which are the reasons why some people in Northeast China are reluctant to accept sauce wine." ”
Liquor consumers in the northeast prefer medium and high liquor, mainly based on strong aroma, followed by clear fragrance, followed by concurrent aroma, sauce and so on. Although the traditional mainstream degree of liquor consumption is between 42 ° and 53 °, in the past two years, the degree of liquor has a clear tendency to tilt to a low degree of 38 °, 39 ° or even lower degrees. Because the degree of sauce liquor is relatively high, this is also one of the reasons why sauce liquor is not satisfactory in the northeast liquor market.
A number of wine merchants told reporters that compared with the liquor markets in Henan, Shandong, Hunan and other liquor markets that are heavily "dyed with sauce", the sauce wine market in the northeast region is still in the preheating stage, and it is necessary for sauce wine production enterprises to vigorously cultivate the market, especially the domestic second- and third-line or even third- and fourth-line sauce and wine enterprises to step up their efforts. At present, in addition to the head enterprises of sauce liquor and some second- and third-line sauce liquor enterprises, other sauce liquor companies mainly rely on circle sales in the northeast liquor market and slowly cultivate consumer groups.
In terms of the consumption channels of sauce-flavored wine, according to incomplete statistics, more than 55% of consumers choose to buy in stores, about 20% of consumers choose supermarkets to buy, about 10% of consumers buy through friend recommendations, less than 10% of consumers choose to buy online, and about 5% of consumers choose other channels.
<h1 class="pgc-h-arrow-right" data-track="36" > can it be hot and selling? To be seen</h1>
Although the proportion of the northeast sauce wine market is not high, since 2019, the northeast real estate sauce wine has shown different degrees of growth, and even some companies have increased by 200%.
Dalinghe, a veteran sauce wine production enterprise in Northeast China, is one of its fastest growing distilleries, and it is also more representative and universal of real estate sauce wine. The combination of bran koji and daqu, the process is different from Guizhou sauce, wood wine sea storage, old wine and other characteristics, determines the northeast sauce wine production cost is not very high. "The combination of bran qu and daqu brews a 'Liao sauce' of 100-200 yuan / bottle, which has a unique taste, and is closer to life and more competitive in the market than Guizhou sauce." Hou Yuxiang, manager of the sales department of Dalinghe Distillery, said.
Among the regular consumption of consumers in Northeast China, most of them choose liquor of 50-300 yuan / bottle. In the price range of 300 yuan, the consumption of sauce wine is mainly based on the northeast real estate sauce wine and the by-products of domestic head sauce wine enterprises and the middle and lower reaches of domestic second- and third-line sauce wine. In the sauce wine market of more than 300 yuan / bottle, on the one hand, the consumption of high-end famous wine is mainly used for banquets and gifts, and its price is 800-thousand yuan / bottle, and about 1,000 yuan / bottle of wine dominates the high-end sauce and wine consumption market. On the other hand, high-end sauce wine in the real estate is mainly used for on-site consumption and drinking, and its price is 300-1000 yuan / bottle, and 500 yuan / bottle of wine dominates this consumption scene.
Some wine merchants said that in the sauce wine market in the northeast, the advantage of mid-range sauce wine in the market is not obvious. Either less than 300 yuan, or more than 1,000 yuan, the price range is at the high and low ends of the sauce wine products are best sold.
At present, the post-60s and post-70s are the most important consumers of sauce and wine in the northeast region, accounting for about 70% of the market consumption share. With the rapid formation and rapid growth of the sauce wine market in other provinces and cities in China, what will happen to the future sauce wine market in Northeast China?
Industry insiders pointed out that although the scale of the northeast sauce wine market has increased, but due to the influence of humanistic habits, consumption habits and other factors, at present, the northeast sauce wine market as a whole shows the characteristics of weak market foundation, small volume, low bottle opening rate, and few sauce wine consumer groups. In particular, the heat of the prefectural and county markets is not enough, and the market is almost blank.
The analyst said that at present, the northeast sauce wine market still belongs to the stage of brand heat, circulation heat, slow growth of consumption links, and consumers are not hot. Next, the northeast sauce wine market will gradually expand, but whether it can form a large-scale hot market and hot sales remains to be seen.