Author—Yu Zaiyang
Here, Brother Xiaoyu wants to greet everyone - liquor babies, they all say that a good meal is not afraid of being late, standing high and urinating far, everyone hurry up, come to the banquet market to stretch your legs, otherwise you are afraid that you will not be able to catch up with this subway to spring!
Started in 2022, flourished in 2023, and hot in 2024, after the end of the epidemic and the willingness of the market to recover in the liquor industry, enterprises in the industry began to target the banquet market, Wuliangye, Luzhou Laojiao, Langjiu, Diaoyutai...... Many companies have increased their weight, and each has turned up the brand of "corkage rate", which has gradually plunged into involution in this field——
In the era of stock competition, market involution, industry involution, and consumption involution have almost become an iron law. At this moment, if you don't roll others, others will roll you, just as the so-called roll roll is not a sin!
Banquet market, increase competition
During the epidemic, the liquor consumption scene has fallen off a cliff, and this change in the special period has dealt a heavy blow to the liquor industry and liquor consumption - in the "non-normal" stage, except for a few liquor companies standing at the top of the pyramid, most liquor companies are not having a good time, and it is even more difficult for dealers who are "foraging in the middle" on this food chain.
After the epidemic, the liquor market has gradually recovered, and liquor consumption has slowly returned to normal, and the banquet market and banquet consumption have gradually become the focus of competition in the industry. Many companies continue to develop new products, expand layouts, promote a series of activities, and constantly grab market share for the banquet market, which further pushes the competition in the banquet market to a white heat.
It is reported that the 1935 banquet version launched by Tanjiu, the Hemei model launched by Wuliangchun, and the 60 version of the banquet dress launched by Luzhou Laojiao are all rushing to the banquet market. In addition, during the Mid-Autumn Festival last year and around the Spring Festival this year, well-known liquor brands, including Wuliangye, Luzhou Laojiao, Jiannanchun, Langjiu, etc., have adopted a strategy of keeping an eye on the banquet market and eating it thoroughly——
Liquor companies have achieved "breakthrough to C" by holding a series of marketing activities, hoping to complete the expansion of the banquet market, which makes the competition of liquor in the banquet market continue to increase.
"New Trends" in the Banquet Market
At present, with the prevalence of the consumption concept of "drinking less alcohol and drinking better wine", the banquet market, including wedding banquets and business banquets, is undergoing obvious changes. Among them, personalized consumption, healthy drinking, and sauce flavor trends have become the main keywords.
Taking the wedding banquet market as an example, because young people prefer to chase personality and quality, personalized weddings, small-scale banquets, and quality consumption have gradually become the mainstream. In Beijing, Shanghai, Guangzhou, Wuhan, Hangzhou, Chengdu, Nanjing and other cities, wedding banquets with a scale of less than 30 tables are becoming a trend and trend.
In addition, due to the spread and influence of the concept of healthy consumption, people's requirements for the quality of liquor are gradually improving, and the market space for "miscellaneous liquor" has been greatly compressed.
In addition, in the wedding banquet consumption, there is a more obvious change is that the consumption of liquor per table is declining significantly, in the past, the consumption of liquor per table for wedding banquets started with 2-3 bottles, and now in many wedding banquets, the consumption of liquor on the wine table, many of them are not even 1 bottle of wine.
Open rate becomes a "hard indicator"
Since 2022, many liquor brands have upgraded the corkage rate to a "hard indicator" for corporate marketing assessment, and the marketing team is required not only to ensure the basic corkage rate of their brands in the banquet market, but also to ensure the continuous growth of the corkage rate, and try to outperform their opponents.
The corkage rate represents the actual consumption of liquor, and consumers drink more than one bottle of liquor, which means that they may drink one less bottle of wine from competitors, and the market is also changing dynamically in this kind of trade-off - the same frequency resonance of liquor companies in the banquet market makes the competition in the liquor consumption market more intense.
In order to seize the banquet market, liquor companies have done enough articles around products, marketing, policy support, etc., some companies have carried out large-scale consumer goods appraisal across the country, and formed influence through the linkage of the banquet market, and some companies have made efforts in the banquet market through buying and giving activities, scanning code red envelopes and other measures, no matter what measures are taken, everyone is trying to seize the opportunity to build a communication space with consumers through the banquet market, and to achieve brand penetration.
In order to eliminate the problems of channel inventory, price inversion, and poor sales, the liquor industry has made several efforts, and on the basis of fully digesting the demand for liquor through the banquet market, the trend of the liquor industry penetrating the banquet demand and continuing all the way to C in 2024 should be continued, and the popularity of the banquet market will continue to be maintained.
Thousands of people feast on Diaoyutai
Not long ago, at the "11th Zhigang Think Tank Conference" held on March 19, 2024, Diaoyutai Liquor, the exclusive title enterprise of the conference, held an event entitled "True Knowledge: Diaoyutai Wine Night Thousands of Banquets and Tastings" on the same night.
It is reported that the event will be held nationwide. The participants included on-site guests and tens of thousands of Diaoyutai wine lovers distributed in various branch venues across the country. During the event, Ding Yuanhuai, general manager of Diaoyutai Liquor, and Wang Zhigang, founder of Zhigang Think Tank, raised their glasses to Diaoyutai wine through live broadcast and drank with guests from all over the country, hoping that through this form, more people would have the opportunity to taste and understand Diaoyutai wine.
Choose the right direction and get twice the result with half the effort. One-third of the time in 2024 is about to expire, and judging from various data, the inventory "dammed lake" phenomenon in the liquor industry has still not been solved. According to the interpretation of industry insiders, Diaoyutai Liquor held a banquet for 10,000 people, hoping to put down the corporate figure and achieve a breakthrough in the way of "running C" on the basis of adhering to the brand tonality, continuing to maintain scarcity and the main direction of government affairs.
The brand tonality of Diaoyutai liquor has always been high-end, niche, limited, scarce, and mainly focused on the political affairs bureau, and they have been trying to highlight their own differentiation around these levels. According to the data, Diaoyutai State Guest Liquor was established in 1999 and was invested and founded by an entity directly under the Diaoyutai State Guesthouse in Beijing, and the backer behind it is the Diaoyutai Hotel Administration of the Ministry of Foreign Affairs.
Diaoyutai Liquor is a very unique company, with a special background and a low-key mystery, regardless of the market, they only produce 3,000 tons of soy sauce wine every year, which is almost unchanged. It is this point that highly highlights the scarcity of resources of Diaoyutai wine——
Their early products were digested by relevant units in the form of internal tastings and gifts. With the positioning of high-end products, with the gradual formation of quality reputation, Diaoyutai Liquor has not only precipitated a certain number of high-end consumer groups, but also exceeded 3 billion yuan in sales in 2021.
The 10,000-person banquet in Diaoyutai is not so much a large-scale event, but a signal to the liquor market in 2024: high-end liquor needs to empower the terminal and increase the weight to the C-end!