Pay attention to the headline "China Research Institute of Puhua Research Institute" and send a private message to "Industry Report" to get an excerpt from the report and come to discuss!
China Research Network
Recently, there have been rumors in the market that Moutai will open part of its distribution rights. In this regard, insiders of Moutai Group said that since 2024, Moutai has only opened overseas distribution rights to some domestic contracted dealers with overseas resources, allowing them to submit applications for the intention to open overseas Moutai stores to expand overseas markets, rather than opening distribution rights to the public.
At the Moutai Group's International Market Work Conference held on December 30, 2023, Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, said that from 2024, it will gradually increase the export volume of Moutai, Maoxiang series liquor and the group's family products, and strive to achieve the international export market planning goal in 2027.
The company will take into account both the domestic and international markets at the same time, and promote the formation of a new pattern of "mutual support and complementarity". In addition, Moutai will also focus on standardizing the development of the foreign old liquor market, and promote the realization of a healthy virtuous cycle of "buying the current year's liquor, drinking the liquor of previous years, tasting the aged liquor, and collecting the old liquor".
Ding Xiongjun emphasized that in the next step, Moutai will focus on the overall channel layout of "1+2+N", use multi-factor analysis methods, conduct a comprehensive assessment of the energy level of the existing market and the future development market, and promote the product coverage of more countries and regions.
In the case of generally adhering to the principle of "no increase in the number of contract signing entities and no increase in the total amount of contract plans", the "1+1" implementation path is adopted, and various channel providers are guided and encouraged to actively expand the international market through incentive policies, matching policies, price policies, business policies, etc.
Industry insiders believe that the opening of overseas distribution rights to some domestic contracted dealers with overseas resources can not only accelerate the construction of Moutai's overseas market, but also mobilize and give full play to the resources and value of domestic advantageous dealers, and at the same time promote the efficiency of overseas dealers and help further optimize the channel system at home and abroad.
It is understood that at present, the Moutai international market covers 64 countries and regions around the world, and there are 106 international channel providers, 44 specialty stores and 3 Moutai cultural experience centers.
Cai Xuefei, a wine analyst and general manager of Zhiqu Marketing, said that alcohol consumption is a part of food culture, and with the improvement of China's international influence, it is the general trend for Chinese wine to gradually go international.
In fact, in terms of internationalization, wine companies have been moving continuously in the past two years. On January 27, Chinese player Zheng Qinwen won the Australian Open women's singles runner-up, and "Guojiao 1573" appeared in the advertising space of the court.
In 2018, Luzhou Laojiao and the Australian Open became attached for the first time, and after the first five-year cooperation, in December 2023, Luzhou Laojiao and the Australian Open renewed their contract. Lin Feng, general manager of Luzhou Laojiao Co., Ltd., said that Luzhou Laojiao's hand in hand with the Australian Open is an innovative cross-border of China's national brand, and it is also a powerful practice of Luzhou Laojiao's continuous exploration of internationalization.
Wuliangye also puts the internationalization construction in a prominent position. At the 27th 12.18 Wuliangye Consultation, Co-construction and Sharing Conference, Jiang Wenge, Deputy Secretary of the Party Committee, Vice Chairman and General Manager of Wuliangye Co., Ltd., said that Wuliangye will take the opportunity to appropriately adjust the ex-factory price of the eighth generation Wuliangye, and at the same time optimize the product structure, channel structure and market structure of the launch, appropriately reduce and solidify the quota of the traditional channel of the eighth generation Wuliangye, and the optimized planned amount will be invested in special specifications of Wuliangye, cultural wine and other products, as well as direct sales channels and the international market.
Cai Xuefei believes that Moutai's continuous opening of the distribution rights of stores in overseas markets and the targeted layout of overseas markets can be regarded as an important breakthrough attempt for Moutai to go overseas to participate in international competition, which has important demonstration value not only for Moutai, but also for the international development of the entire Chinese liquor.
Considering the development of China's liquor industry for many years, the influence of famous liquor brands such as Moutai has been continuously improved, the quality of domestic production areas has also been matured, and the overseas sales layout and market management have also been continuously improved. On this basis, Moutai, Wuliangye, Luzhou Laojiao and other liquor companies have been intensively cultivated overseas for many years and have a certain international influence, which provides favorable conditions for the internationalization of Chinese liquor.
The sauce flavor type, also known as the thatching type, is represented by Moutai and the well-known wine at home and abroad, and belongs to the Daqu liquor. Its sauce aroma is prominent, elegant and delicate, mellow, long aftertaste, clear and transparent, and the color is slightly yellow.
Mainly soy sauce aroma, slightly burnt (but not outstanding), delicate and complex, soft and lulu (luxiang) is not prominent, ester fragrance is soft and elegant, ester first and then sauce, sauce fragrance is long, the aroma in the cup remains unchanged for a long time, and the fragrance of the empty cup is not dispersed for a long time (Moutai has the saying of "deducting the cup every other day"), the taste is greater than the fragrance, the bitterness is moderate, and the alcohol degree is low and unchanged.
The standard comments of sauce-flavored liquor are: colorless (or yellowish) transparent, no suspended solids, no precipitation, prominent sauce aroma, elegant and delicate in the empty cup, elegant and long-lasting fragrance in the empty cup, soft and mellow in the mouth, long aftertaste, style (prominent, obvious, acceptable).
Due to the special production process of the sauce-flavored liquor industry and the long production cycle (more than 5 years), the current supply of Moutai liquor exceeds demand. It has stimulated consumption even more, resulting in the continued popularity of sauce-flavored liquor, forming a preliminary consumption trend.
Although the current sauce-flavored liquor is still a "strong brand, weak category", the sauce-flavored liquor industry continues to penetrate into the industry, and its consumer group is gradually increasing, and the sauce-flavored liquor will have a huge space for development, which will also promote the change of the trend of the liquor industry, and the market scale of the sauce-flavored liquor industry will be further expanded.
From the perspective of the entire market structure, strong flavor, sauce flavor and light fragrance are still the three mainstream flavor types of Chinese liquor, among which the sauce-flavored liquor is the most popular, and the sauce-flavored liquor represented by Kweichow Moutai maintains a high gross profit margin; Nearly half of the liquor on the market is strong aroma liquor, and Wuliangye and Luzhou Laojiao are all such liquors; The market size of fragrant liquor has shrunk in recent years, but Shanxi Fenjiu has bucked the trend and has the momentum of impacting the top three in the industry.
From the perspective of enterprise scale and volume, the leading concentration of the soy sauce and wine industry is relatively high, showing a competitive pattern of one super and many strong. At present, the number of sauce-flavored liquor enterprises in mainland China has reached more than 1,000, which can be divided into four echelons according to the volume and scale, among which the industry leader has a high concentration, which has opened an absolute gap with the second echelon; The second echelon was basically formed, and Xijiu and Langjiu both touched the line of 20 billion, opening a certain gap with the third echelon; The third echelon has achieved explosive growth from a small base in recent years, and the competition is generally fierce.
In recent years, the total production of soy sauce wine has increased significantly by double digits every year. In 2022, the total output of sauce-flavored liquor in China will be about 610,500 tons, a year-on-year increase of about 4.81%, accounting for about 8% of the total production capacity of the liquor industry. The production of soy sauce liquor is limited by the production cycle, wine yield and core production areas, and the production capacity of high-end soy sauce liquor is slow, and high-quality soy sauce liquor will be extremely scarce.
With the recovery of the liquor industry, the soy sauce liquor category has sprung up in the liquor market, and the soy sauce liquor industry and the soy sauce liquor market have begun to usher in a real spring. Judging from the current promotion of various enterprises, the acceleration of the terminal layout has also allowed Renhuai production area sauce flavor wine to truly take root in the market, integrate into the daily life of consumers, and realize the transformation and upgrading of labeling and branding in the production area.
The "Guiding Opinions on the Development of China's Liquor Industry in the 14th Five-Year Plan" outlines the economic goals for the development of the liquor industry in the next five years, and the liquor output target will reach 8 million kiloliters in 2025, an increase of 8.0% compared with the end of the "13th Five-Year Plan"; Sales revenue reached 950 billion yuan, an increase of 62.8% over the end of the 13th Five-Year Plan.
Major production areas have also issued relevant policies to regulate the circulation, quality and category of liquor, such as Guizhou Province and Sichuan Province, which have also issued policies to subsidize liquor enterprises, which has promoted the development of the liquor industry. On the whole, liquor-related policies are concerned about the combination of liquor and culture, and put forward higher requirements for the quality of liquor.
According to the analysis of the China Research Industry Research Institute:
Sauce-flavored liquor was once regarded as an important pillar for vigorously developing the rural economy, promoting local economic development, and promoting the national economy. Today, the industry is also growing, not only driving a large number of jobs, but also attracting more and more consumers.
According to the relevant statistics released by the China Liquor Industry Association, the domestic sauce-flavored liquor market will reach 219.76 billion yuan in 2021, an increase of 26.86% year-on-year in 2020, and the domestic sauce-flavored liquor will gradually come out of the shadow of the impact of the epidemic in 2020. According to the forecast of the China Liquor Industry Association, the domestic sauce-flavored liquor market is expected to reach 237.74 billion yuan in 2022.
At present, the overall consumption pattern of soy sauce wine is better in the southeast than in the northwest, and the economically developed areas are better than the economically underdeveloped areas, but with the flowering of soy sauce wine in Guizhou, Sichuan, Guangdong, Guangxi, Shandong and Henan, as well as the transmission to the surrounding provinces, the consumption atmosphere of soy sauce wine in the country has gradually formed.
Through consumer education and high-end soy sauce wine tastings, high-quality soy sauce wine companies have cultivated a large number of high-quality customers in Jiangsu, Zhejiang, Shanghai, Hunan, Fujian and other places, and the unique flavor of soy sauce wine makes it difficult for consumers to change their drinking habits after they have formed.
Mainstream soy sauce and liquor companies strictly divide the primary and secondary markets, and develop potential markets to promote the development of enterprises while broadening product categories and deeply cultivating the base market. After the market division is realized, the channel sinking will be further carried out, and the "reloading layout + refined management" will promote the rolling development of the region.
The data analysis of the sauce-flavored liquor industry in the research report on the sauce-flavored liquor industry is based on authoritative national statistical data, using a combination of macro and micro analysis methods, and using scientific statistical analysis methods to describe the industry overview at the same time, and conduct a detailed analysis of the sauce-flavored liquor industry and the status of key enterprises.
The report mainly uses charts and tables to intuitively clarify the economic type composition, scale composition, business benefit comparison, supply and demand status of the industry, etc., which is an indispensable assistant for enterprises to understand the market status of the sauce-flavored liquor industry.
In terms of form, the report is dominated by rich data and charts, highlighting the readability and visibility of the article, and avoiding clichés and empty words. The report is accompanied by industry-related data, a catalogue of policies and regulations, information on major companies and industry memorabilia, etc., providing investors and industry professionals with a vivid panorama of the industry.
If you want to know more about the detailed analysis of China's sauce-flavored liquor industry in the future, you can click to view the research report of China Research Institute Puhua
Based on a large number of thorough market research, this research and consulting report is led by China Research Institute Puhua Consulting Co., Ltd., mainly based on a large number of information published and provided by the National Bureau of Statistics, the Ministry of Commerce, the National Development and Reform Commission, the National Economic Information Center, the Development Research Center of the State Council, the General Administration of Customs, the National Commercial Information Center, the China Economic Prosperity Monitoring Center, the China Industry Research Network, the basic information of relevant newspapers and magazines at home and abroad, and the research units of the sauce-flavored liquor industry.
The report analyzes the supply and demand, development status, and development changes of the mainland sauce-flavored liquor industry, focusing on the development status of the domestic and foreign sauce-flavored liquor industry, how to face the development challenges of the industry, the development suggestions of the industry, the competitiveness of the industry, as well as the investment analysis and trend prediction of the industry. The report also synthesizes the overall development trends of the sauce-flavored liquor industry, and provides reference suggestions and specific solutions for the industry in terms of products.
The report has important reference value for the production enterprises, distributors, industry management departments and investors who intend to enter the industry, and has both academic and practical significance for studying the development law of the mainland sauce-flavored liquor industry, improving the operational efficiency of enterprises, and promoting the development and growth of enterprises.
Pay attention to the headline "China Research Institute of Puhua Research Institute" and send a private message to "Industry Report" to get an excerpt from the report and come to discuss!