Xijiu does not press on distributors and distributors.
Text | Selling Wine Wolf Team
Ed southerly
"Xijiu no longer presses its products to high-inventory cooperative wine merchants. ”
Recently, news from the market said that Guizhou Xijiu Sales Co., Ltd. issued a "notification letter" to dealers at the end of March, considering that the inventory rate of dealers is higher than the red line, Xijiu will no longer supply the company's products in the second quarter for the time being.
1
Xijiu takes the initiative to "give up"
2024 high-speed growth "opportunities"?
It is reported that Xijiu has introduced and implemented a "dynamic assessment and delivery" supply mechanism. For distributors, once the inventory ratio crosses the red line, Xijiu will take the initiative to suspend the supply of its products; for some distributors with good market sales and sales as agreed, they can pick up the goods normally, and can increase appropriately on the basis of the contracted volume.
Behind the suspension of supply is "quantity control".
As we all know, in 2023, with "destocking" as the top priority, although major liquor companies have "tried their best", they have not successfully completed the task.
By the end of the first quarter of 2024, the effect of "destocking" has been further improved compared with the same period last year, achieving a good trend that is better than expected. However, the problem of "high inventory" did not disappear in the first quarter of 2024, nor will it disappear in the following second, third and fourth quarters.
On the one hand, due to the impact of the slowdown in economic growth, many consumers choose to cover their wallets in a conservative way of consumption;
On the other hand, the rejuvenation of liquor is still "on the way", and it has not really opened up the market of the younger generation of consumers. Combining these two situations, we will find that the market demand for liquor is not only not expected to grow, but has a downward trend.
According to the words of industry veterans, the social inventory of the liquor industry is huge, and the price inversion is obvious. This is still a problem that the entire industry needs to face from the upstream of production to the downstream of sales.
At this time, "Xijiu advocates the suspension of goods", which is not only a manifestation of wisdom but also a manifestation of courage. Although "suspending supply" means giving up the rapid growth of performance in 2024, it can really help dealers stand out in the uncertain market and regain market confidence.
From this point of view, the focus of Xijiu's "Notification Letter" is to "restore prices, protect the interests of dealers, and maintain the relationship between market supply and demand in a relatively reasonable state to the greatest extent." "Only in this way can market confidence be gradually restored.
2
After the "active deceleration" of the wine
Is it bound to usher in a "run"?
It is worth noting that in addition to the scientific supply of products and effective control of inventory, Xijiu's market actions also include "adjusting investment and stabilizing order".
In terms of "adjusting investment", Xijiu strictly controls the dynamic sales investment to ensure the implementation and avoid unreasonable cost gaps between regions or businesses;
At the same time, we will greatly increase investment in market infrastructure and consumption training, encourage dealers to strengthen the construction of network channels and consumption training, and fundamentally help dealers and distribution links digest inventory.
In terms of "stabilizing order", Xijiu has set up a team of dozens of inspectors to carry out special inspections in markets in various areas across the country, one is to crack down on the sales of counterfeit and fake liquor in the market, and the other is to strictly investigate the illegal and illegal sales of speculative dealers to protect the market circulation order and the legitimate rights and interests of consumers.
In this regard, an industry expert interviewed believes that all of Xijiu's actions are based on "ensuring that excellent cooperative distributors can make money in 2024". First of all, the supply of liquor products is controlled from the source, followed by the cultivation of end consumers and the crackdown on illegal sales, and the power of these three measures is indeed great enough.
The trajectory of China's liquor market over the past three years shows two major trends: 1) sales are growing while production is declining, and 2) market share is accelerating towards strong brands.
In the future, it is unlikely that these two trends will change again, and the overall market demand for liquor will decline, but the requirements for the quality and brand of liquor will be higher. And this means that the competition will continue to escalate......
If you have been pursuing the rapid growth of performance, you may be able to exchange for a moment of brilliance, but it will also leave a huge hidden danger, only in combination with the actual situation of yourself and the market, to truly formulate a realistic market strategy, in order to achieve the take-off of performance.
There is no doubt that Xijiu is such a wine company, while seeing the changes in the market, it dares to make up its mind to change, let go of the immediate and visible interests, and turn to pursue longer-term interests.
It is worth mentioning that as a cooperative distributor of Xijiu, "they" are a very lucky group in the market.
"Next", with the in-depth development of a series of market work such as liquor control, investment adjustment, and stable order, the cooperation of manufacturers is bound to step on a higher level, and the sales performance after the encirclement is also expected to sprint to a higher point.
#白酒##爆料##主持人张泽群发问: Where did Ji Yunhao get the confidence#