Source: Photo.com
On April 23, according to the wine industry, "controlling supply" has become one of the latest market strategies launched by Xijiu for all distributors in the second quarter of this year.
Guizhou Xijiu Sales Co., Ltd. issued a "notification letter" to the distributor at the end of March, saying that Xijiu had suspended the company's second-quarter product supply because the dealer's inventory ratio was higher than the red line, according to a liquor distributor.
An informed dealer revealed that in this control plan, Xijiu has implemented a stricter "dynamic assessment and delivery" supply mechanism than before. For dealers whose inventory ratio exceeds the red line, Xijiu has taken the initiative to suspend the supply of products, but for dealers who have good market sales and sell according to the contract, they can pick up the goods normally or even increase moderately on the basis of the contracted amount.
It is reported that the suspension of product supply involves nearly 100 distributors, which is the first time in the history of the development of liquor.
The competitive landscape of the main enterprises of sauce-flavored liquor
According to the sales data of major enterprises in sauce-flavored liquor in 2022, Kweichow Moutai's revenue exceeds 100 billion yuan, which is the largest company; Three 10 billion enterprises (Guizhou Xijiu, Sichuan Langjiu, Guizhou Guotai), two 50-10 billion enterprises (Guizhou Jinsha Cellar Liquor, Guizhou Zhenjiu), one 20-5 billion enterprise (Guizhou Diaoyutai Liquor), ten 10-2 billion enterprises, and several 5-1 billion enterprises.
Sauce-flavored liquor enters the middle field
The sauce-flavored liquor industry and market are divided into three stages: 2011-2021 is the first half of sauce-flavored liquor, which is in the category expansion period; From 2022 to 2027, it will be the midfield of sauce-flavored liquor, shifting from category expansion to brand competition; From 2027, sauce-flavored liquor will enter the second half, that is, the era of head brand competition.
In the middle of sauce-flavored liquor, the next five years (2022-2027) will show the following development trends: the volume of sauce-flavored liquor will grow rapidly, the production area will show a pan-southern trend, the brand pattern of liquor will change due to sauce-flavored liquor, sauce-flavored liquor will complete the cutting and occupation of the main price band and each sub-price band, the next five years will be the key window period for the top ten enterprises in the sauce-flavored liquor industry, and more and larger industrial mergers and acquisitions and restructuring will occur in the sauce-flavored liquor industry. The sauce-flavored liquor industry is still the gold industry among the traditional industries in the mainland, and the specific analysis is as follows:
Zhao Gushan, deputy secretary and deputy director of the China Cultural Relics Exchange Center, believes that the top priority of the liquor industry is to develop young people, which requires liquor companies to fully understand the mentality and preferences of young people. Therefore, on the one hand, we should actively develop different grades and different degrees of wine to match different drinking scenarios and audiences, and tell the story behind the wine to attract the public's attention and cultivate points of interest. On the other hand, we can learn from Western aperitif, after-dinner wine, blended wine and other methods to develop different tastes of wine to adapt to different types of dishes.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Demand and Investment Strategic Planning of China's Liquor Industry" by Qianzhan Industry Research Institute
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