One of the keywords of this year's Moutai Joint Stock Company's wine is: "rise", if you want to add another adjective, it is: "crazy".
Feitian rises, fine products rise, vintage wines rise, all kinds of sauce bottles rise, Zunyi 1935 rises, Feitian welcome wine rises, Moutai Prince rises... Among them, since January, the sauce series wine has risen wildly.
A few days ago, a circle of friends went viral with a chart of the rise of sauce and fragrant wine, and a number of sauce series wines soared unprecedentedly. Although there are exaggerated ingredients, it also shows the popularity of the price of sauce liquor.
The liquor industry ushered in "spring". Recently, with the disclosure of the third quarterly report of 2022 by a number of liquor listed companies, 13 of the 19 listed companies have achieved double growth in revenue and net profit. They are Kweichow Moutai, Wuliangye, Yanghe, Luzhou Laojiao, Shanxi Fenjiu, Gujing Gongjiu, Jinshiyuan, Shuijingfang, Laobaigan, Yingjing Gongjiu, ST Shede, Drunkard Wine, and Jinhui Wine. The growth rate of leading enterprises is stable. Among them, Moutai and Wuliangye continue to lead the list, and the trend of industry concentration to the head has further deepened.
Some insiders said that from January to February, the domestic epidemic was basically preventable and controllable, fully liberalized, and the national economy continued to recover, which played a role in promoting the development of the liquor industry.
Under the trend of this great liquor market, people who have come back to their senses have found that the news that "the price of sauce and fragrant wine will increase by as much as 40% in 2022", which has been circulating on the Internet since 2021, has gradually become a fact...
First, the trend of industry differentiation is obvious, and the "melee" of liquor has begun.
At present, the trend of liquor consumption in February continues to improve. Due to the sticky demand for banquets and gifts, high-end liquor has not been greatly affected by the epidemic. During the Spring Festival, due to the increase in family banquet gatherings to visit relatives at home, wedding banquets were held to a certain extent compensatory, and the consumption and gift giving demand of sub-high-end and medium-to-high-end liquor was also increasing.
The liquor sector has passed the lowest time node, channel inventory and terminal sales have basically returned to normal levels, in addition to high-end liquor continues to strengthen, some items of sub-high-end liquor companies have gradually shown strong potential.
II. Why is sauce fragrant wine bound to rise in 2023?
After investigation, it was found that the growth rate of the local soy wine market in recent years was not less than 40%! In fact, this is caused by many factors.
On the one hand, the driving effect of the strong rise of Moutai wine, and the high price of Moutai wine reserves a large market space for local high-quality soy wine; The second aspect is also the joint initiative of the Renhuai municipal government, local associations and local wine enterprises to attack the market, and won the recognition of the regional market with quality publicity; The third aspect is the new social marketing model spawned in recent years, which quickly allows more consumers to understand the technology and culture of sauce wine, experience the charm of sauce wine, and love sauce wine.
In addition to these factors, there are two main common reasons why sauce fragrant wine is sought after:
First, the inventory of base wine is small, and there is a fault in high-quality base wine
After restricting Sangong's consumption at the end of 2012, the market fell off a cliff, and local wine companies had no sales revenue, resulting in unsustainable production. Statistics show that in 2013, the production capacity of local wine enterprises was less than 5%, and less than 100 large and small enterprises (workshops) produced less. A few years later, it did not show growth until 2016. Since 2017, there have been a lot of voices in the market to buy base wines and lease to acquire distilleries.
The recovery of the market has greatly promoted the consumption of inventory, and most enterprises have been freed from the pressure of low price repayment. Since the pressure is reduced and there is no problem in survival, it is natural to consider earning money and developing, and rising is inevitable. The storage of high-quality sauce liquor takes more than 5 years, from which it can be inferred that the supply of high-quality sauce base wine will be significantly insufficient in 2023.
Second, production costs have increased ➕ significantly
1. First of all, raw materials have risen, Moutai wine has increased the purchase price of sorghum, five catties of grain and one pound of wine, of which sorghum accounts for more than half, and wheat has also risen to a certain extent. The rise in raw materials of Moutai wine will inevitably drive the raw materials of local wine enterprises to rise, production recovery is fast, and raw materials are tight.
2. Secondly, energy usage fees have risen, and under the government's mandatory policy requirements for switching from coal to gas, all local enterprises will complete the conversion of coal boilers to natural gas boilers before a new round of grain in 2018. This directly leads to an increase in the production cost of producing a pound of wine by about five yuan.
3. Labor costs have risen, more factories have been put into production, and labor is in short supply, in order to grab workers into production, naturally only wages can be increased and welfare.
4. Other costs have increased. For example, under the strict management of safety and environmental protection, the investment and maintenance costs of enterprises in safety and environmental protection have increased.
The general practice of the terminal of sauce fragrant old wine is about 20% per year
The liquor market is full of brilliance, a hundred flowers are blooming, and sauce-fragrant liquor has been booming under the strong drive of the Moutai liquor market. It is undeniable that the price of good wine has skyrocketed, and the price of low-end wine is also rising.
The market is handed over to the market, let the bullets fly for a while, but no matter what kind of wine, first of all, a bottle of wine, drinking attributes are fundamental attributes. What's more, the sauce series wine lacks the brand power of Moutai, and lacks social attributes and investment attributes.
For individual consumers, everyone has a standard for ration wine, and there is no need to be anxious because of the big rise.
This year, major liquors and sauce series wines are all making great progress. In fact, before curbing the consumption of Sangong, the liquor market was also crazy. Whether such madness is too inflated, time will have an answer.
❤ After reading three things:
If you find this article quite inspiring to you, I would like to invite you to do me three favors:
1. Like, so that more people can also see this content (sharing without liking, it is all hooliganism).
2. Follow today's headlines and let's be a long-term relationship.
3. Pay attention to the public account "Liquor Industry Exploration" to obtain more liquor industry information.