Recently, ALDI's 9.9 yuan private label liquor has caused a sensation in the market, and this 500ml glass bottle, 52-degree alcohol content, and five kinds of pure grain brewing (sorghum, rice, corn, glutinous rice, wheat) aromatic liquor has quickly become popular at an incredible price and has become the focus of heated discussions. Brewed using the traditional solid-state fermentation method, it is advertised as "soft and fragrant, with a sweet aftertaste", which is reminiscent of high-end brands such as Wuliangye or Luzhou Laojiao.
"FMCG" learned that as soon as this liquor was launched, it quickly sparked heated discussions on social media platforms such as Xiaohongshu and Douyin. Consumers have posted photos and feelings of buying and tasting this liquor, giving praise. ALDI also confirmed that this liquor has been selling well recently, and it has become one of the hottest products in ALDI's liquor category.
Behind the scenes: ALDI has partnered with Qinyuan Spring Distillery
The success of this liquor is not accidental, according to FMCG, ALDI has launched an in-depth cooperation with Qinyuanchun Distillery in Dayi County, Chengdu City, Sichuan Province to jointly develop this liquor. Qinyuanchun Distillery, as an established distillery with a good reputation in the field of base liquor supply, provides high-quality base liquor and brewing process for this liquor. ALDI, on the other hand, relies on its strong supply chain management and cost control capabilities to ensure that the quality of this liquor is still affordable while still being affordable.
During the R&D process, ALDI and Qinyuan Chun Winery innovated and optimized the production process of the distillery. It not only reduces costs but also loses quality. Special cost control strategies have also been adopted in the procurement of packaging materials to ensure maximum cost-effectiveness at every step from production to packaging. This meticulous management of cost control enables ALDI to provide consumers with more cost-effective products while maintaining quality.
9.9 yuan liquor: ALDI's cost-effective model
This 9.9 yuan liquor successfully combines high quality with affordable price, satisfying the pursuit of high-quality life by the majority of consumers. It doesn't have flashy branded packaging, and the $9.9 pricing itself becomes the best brand identity, highlighting ALDI's image as a "poor man's supermarket" or "cheap supermarket" while emphasizing its commitment to superior quality.
In addition, ALDI's 9.9 yuan series is not limited to liquor, but also includes a variety of fruit wines and blends, as well as personal care products, demonstrating its determination to pursue the ultimate value for money in different product categories. The launch of this series has enabled ALDI's positioning in the Chinese market to shift from the original community light luxury to a more down-to-earth mass market, and even compete with Pinduoduo, which focuses on low prices. In the context of the gradual maturity of China's consumer market, ALDI's strategy reflects the new trend of the market focusing on both quality and price. （Z）