"Huaxia Wine News" reporter Miao Qian
Recently, the "Huaxia Liquor News" reporter in the market visit, many wine merchants said that this year will focus on the mass price with sauce wine, from the market feedback, cost-effective products, especially the ultimate cost-effective products are becoming a new trend of mass consumption, enterprises should take advantage of the trend.
During the "13th China Liquor T9 Summit", Zhang Liandong, Secretary of the Party Committee and Chairman of Jiangsu Yanghe Distillery Co., Ltd., also mentioned in his speech, "In the field of mass consumption, cost-effective liquor that meets the general trend of rational consumption will have a great future." ”
Looking at the consumer level, from "it's not that so-and-so can't afford it, but so-and-so is more cost-effective" in recent years, to today's "ultimate cost-effective", consumers have shown an attitude of rational consumption and moderate consumption.
According to data from the National Bureau of Statistics, in 2023, the output of liquor enterprises above designated size in the country will decline for the seventh consecutive year, and the competition in the stock market of the liquor industry has become a consensus in the industry.
In line with the new consumption concept of "extreme cost performance", famous wine companies have also increased the layout of the "mass price band" to meet diversified and personalized consumption needs, so as to cut into the new track and seek new increments under the stock competition.
During the 2024 Spring Sugar and Wine Fair, a number of famous liquor companies will release products in the mass price range, for example, Moutai Health Liquor Co., Ltd. released two new products of Moutai Alcohol "Full House" and "Blue Dome Blue" to anchor the public sauce wine track, while Luzhou Laojiao launched Luzhou Laojiao Cellar 6, Cellar 8, Cellar 10, Cellar 15, Cellar 18, and Cellar 20, a total of 6 new products, with a price range of 200 yuan to 800 yuan, aiming to meet consumers' demand for cost-effective famous liquor and create a new "growth pole" in the field of mass consumption.
Although the new products released by Moutai Health Liquor Company and Luzhou Laojiao belong to the public sauce wine and public aroma track, their common point is that they all point to the "public wine track".
As Song Shuyu, chairman of the China Liquor Industry Association, pointed out, in the future, "extreme cost performance, high quality, and excellent price" should be the core choice of wine companies.
Under this trend, famous wines have accelerated the sinking of channels with "cost-effective" products, and regional brands have been further pressured.
On March 27, on the interactive platform of the Shenzhen Stock Exchange, in response to investors' questions about the "strategic positioning of the company's new product Cellar 10 and Cellar 15 series", Luzhou Laojiao said that "the cellar series is a new product launched by the company for the regional market".
In the increasingly fierce competition market environment, as well as the "ultimate cost-effective" consumption proposition, famous wine may continue to give birth to "new weapons" according to market demand, and the mass consumption track to conquer the regional market is one direction.
At present, while local famous liquor and regional brands are under pressure, they need to fight the battle of defending the local market with "excellent quality and characteristic flavor", and compete with the channel sinking products of famous liquor.
However, it should not be ignored that "high cost performance" is by no means the same as low price, and "strong quality and added value" are the core demands of the "high cost performance" consumption proposition.
In the era when materials are not abundant, everyone tends to "good quality and low price", and "low price" is synonymous with low price and cheapness. Nowadays, we are in the era of quality consumption, "cost-effective" is by no means a replica of "good quality and price", manufacturers should have insight into the new trend of consumption, to create special flavor products, businesses should have insight into the new interests of the consumer circle, and manufacturers to create or interesting, or high-grade activities, to open a new era of manufacturers, consumers of the ultimate interests of the community.