It is not difficult to find that in the context of the new round of aroma transfer, the new head enterprises of sauce wine are more obvious than the "front wave", in terms of brand, technology, marketing, vision and other comprehensive advantages, so they also run faster, which also makes the long-term solidified liquor industry market pattern gradually broken, and the era of "new famous wine" may come earlier than imagined.
The change of the new head
In the early days of the sauce wine fever, the industry believes that the sauce wine category will re-walk along the old road of strong aromatic liquor, but from the perspective of changes in the industry, the development of the sauce wine category is more like pressing the fast-forward button. Especially in 2021, as the sauce wine fever enters a new stage, the new head of sauce wine is rapidly formed.
According to Quantu Studio's "2022 Annual Sauce Wine Report", in 2021, China's sauce wine production capacity will be about 600,000 kiloliters, which will be basically the same as in 2020, accounting for about 8.4% of the 7,156,300 hectoliters of mainland liquor production capacity; sales revenue will be 190 billion yuan, an increase of 22.6% year-on-year, accounting for about 31.5% of the sales revenue of the mainland liquor industry of 603.348 billion yuan; profit will be about 78 billion yuan, an increase of 23.8% year-on-year, an increase of 23.8%. It accounts for about 45.8% of the profit of the mainland liquor industry of 170.194 billion yuan.
This data has witnessed the prosperity of the sauce and wine industry, but behind the data, it is the beginning of industry differentiation.
Starting from the second half of 2021, the differentiation of the sauce wine industry has suddenly accelerated, and many dealers have said that the good sauce wine development brands that are still sold during the Mid-Autumn Festival will not be sold at the end of the year, especially in Henan, Shandong and other sauce wine consumption provinces.
Compared with the sluggish performance of a large number of OEM and small and medium-sized sauce wine brands, from the perspective of revenue in 2021, the new head of sauce wine has emerged, in addition to the hundreds of billions of Maotai, Xijiu, Langjiu and Guotai constitute a new head of tens of billions.
From the development of Guotai to see more clearly, from 2017 to 2020, the operating income of Guotai Liquor industry was 570 million yuan, 1.18 billion yuan, 1.89 billion yuan and 4.01 billion yuan, respectively, and then to 10 billion yuan in 2021, the overall growth of 3 digits, especially sales exceeded the 10 billion mark, which is a process of quantitative change to qualitative change.
The "2022 Annual Sauce Wine Report" also shows that if 2011-2021 belongs to the chaotic period of the industry, then today
The development of the sauce wine industry is entering the midfield stage, that is, from category expansion to brand competition. The so-called midfield of sauce wine is the era when brand-type enterprises harvest non-brand enterprises and large enterprises harvest the market share of small and medium-sized enterprises. During this period, the number of sauce wine enterprises will decrease rapidly, the brand camp form of sauce wine will gradually become clear, and the brand and price will gradually take turns to rank.
A change in the new ranking
The emergence of the new head of sauce wine also stirs up the pattern of the entire liquor industry, the most obvious of which is above the major rankings, and liquor is a very ranking industry.
Recently, The Internet Weekly released the list of the top 200 Chinese liquor companies in 2021, "Mao Wufen" ranked in the top three, but also corresponds to the three major aroma types of sauce, thick and clear, but compared with the previous situation of strong liquor companies dominating the list, this year's ranking has undergone some subtle changes, and there are 3 sauce liquor companies in the top 10. Guotai Liquor Industry, as the representative of sauce wine, is among them.
Coincidentally, in the "13th Huazhu Cup China Liquor Brand Value Research Report" released by the China Liquor Circulation Association, the brand value of Guotai Liquor Industry exceeded 100 billion, and rose two places to enter the top ten.
Huazhu Cup can be regarded as the authoritative industry evaluation of China's wine industry, which adopts the world's most advanced "comprehensive factor calculation method", according to the brand status measurement standard, combined with the opinions of authoritative experts in the wine industry, so that the brand value measurement is more rational and scientific.
Interestingly, in this round of the new cycle of the liquor industry, famous wines have taken the lead in recovery, and the market has gradually concentrated on famous wines, but it is not difficult to find that comparing the above rankings, the recovery of famous wines also shows a differentiated pattern, especially under the hot sauce wine, the new head sauce wine companies are replacing the position of old famous wines.
For example, compared with the old eight famous wines in the past and the current new ranking, fenjiu, Wuliangye, Luzhou laojiao, Maotai these old famous wines are still among the best, but Xifeng wine, Quanxing and other rankings have been replaced by guotai and other new sauce wine head enterprises.
In the industry's view, whether it is the eight or seventeen famous wines, these are the products of the historical period at that time, reflecting the development of the domestic liquor industry at that time, but the domestic liquor industry has experienced two changes in aroma, in the continuous reshuffle, the new famous wine ranking is being formed, and the sauce liquor company will also play a more important role in it.
The change of new famous wine
In fact, the new sauce wine head enterprises also see the opportunity to become a new famous wine.
At the Guotai 2022 Thousand Merchant Empowerment Conference, Yan Xijun, founder of Tasly and chairman of Guotai Liquor Group, proposed the concept of creating a "new famous wine", he said: "We have planned the 'two-step' strategy of Guotai in the next 30 years, that is, from now on, in ten years, establish the connotation system of China's new famous wine, and build Guotai wine into China's new famous wine; and after twenty years of continuous struggle, by the time of Guotai's fifty years, make Guotai wine a Chinese famous wine." ”
It is not difficult to find that guotai has a clear strategy and tactics for the creation of "new famous wines", especially it has not been carried away by the stage of victory, and has a clear understanding of itself.
On the one hand, in terms of attitude, the state and Taiwan have guarded against arrogance and impetuosity and returned to a low-key state.
This is a good start, although in 2021, Guotai's annual sales including taxes exceeded 10 billion yuan, and the annual taxes and fees paid were more than 3 billion yuan. The brand value of 100.255 billion yuan, ranked third in Guizhou, the top ten of Chinese liquor, and achieved production of more than 10,000 tons, inventory year base wine of more than 50,000 tons, the results are gratifying. But to a certain extent, the rapid expansion of the State Taiwan is also related to the industry dividend, so it is not in a hurry to run, redo the tens of billions, check the omissions and fill in the gaps, and consolidate the foundation is the right decision.
On the other hand, guotai has further improved and strengthened the model that has been proven to be effective, laying a good foundation for the next step of development.
In the past five years, in the process of rapid development, Guotai has also gradually built up the layout of the market, distributors, channels and consumers, and formed five "four beams and eight pillars" structure according to the construction principle of having a main and a secondary and hierarchical echelon. After breaking through the 10 billion, Guotai has re-sorted out the key points of products, markets, channels, etc., further optimized and refined the "four beams and eight pillars" structure, and proposed five "four beams and eight pillars" covering market layout, distribution network, channel sales, core consumption and product structure.
In the market, Guotai for the first time put forward the concept of "base market", creating a basic disk, consolidating and upgrading 19 billion yuan provinces and cities, and promoting the construction of 100 model cities of more than 10 million levels; in the distribution network and channel terminals, it focuses on the improvement of the system, more complex and three-dimensional; in terms of products and core consumption, focus on the combination of products, cultural connotations and consumption scenes, and cultivate consumption habits.
At the same time, the so-called famous wine is not only the volume, but also has connotation.
Guotai Liquor industry seized the opportunity of the rise of the new head, focusing on strengthening brand marketing and accelerating the formation of consumers' awareness of new famous wines.
For example, from the iteration of brand positioning, from "new leader of sauce" to "big country sauce aroma, national Taiwan pilot", and then to "create China's new famous wine", highlighting and strengthening the identity of the new famous wine of Guotai.
The focus of the next step is also on the brand and marketing, and the playing style is more focused on creativity and continuous investment, from the five aspects of industrial ecology, intelligent brewing, health orientation, cultural innovation, model innovation and other five aspects to explain the value connotation of the "new famous wine" in Guotai, and systematically shorten the gap in the time precipitation of the new famous wine brand.
From the scale of investment, we can see the determination of China to build a new famous wine brand.
According to the plan, the State Radio will increase brand investment in the unit of 100 million, in accordance with the principle of "CCTV placeholder, celebrity endorsement, state affairs implantation, industry heating, fortress interception, online powder gathering, offline group, experience entry, tasting promotion, key market combination communication, core market singing and doing thoroughly", focusing on key markets, focusing on important scenes of eating, living, traveling, learning, traveling and shopping for target consumers, so that consumers can re-understand Guotai.
As Yan Xijun once said: "The new era calls for new famous wines, and the new era achieves new famous wines." "In the new development period of sauce and wine, branding is accelerating, and Guotai is also ready for a new era. Whether Guotai can seize the opportunity to truly open a new era of famous wine, we wait and see.
(Source: CBN)