Handan, Jiangsu, Baotou, Shijiazhuang, Fuyang, Yueyang...... From March 9th to July 30th, for 143 days, drunkards blew a "whirlwind" across the country.
In November 2023, at the Alcoholic Liquor Conference, Alcoholic Liquor officially announced that it would build a model market across the country, and set the working tone of "building a granary in the base market in the province and building confidence in the model market outside the province".
In March 2024, Jiujiu Liquor took Handan, Hebei Province as the first stop in the market outside the province, which opened the prelude to the company's construction of a national model market.
In May 2024, Zheng Yi, vice chairman and general manager of Jiujiu Liquor, further emphasized that concentrating brand investment on the Hunan market and model markets outside the province is the core measure to focus on in 2024. The company unswervingly lays out the whole country, and makes it stronger and bigger.
Recently, the data released by Jiujiu Liquor shows that as of the end of June 2024, the company has launched 11 model markets, carried out core terminal construction around the model market, optimized consumer activities, and the number of banquets and the number of consumer code scans and other terminal sales data have improved significantly year-on-year.
On July 27 and 30, 2024, the drunkard liquor model market Xiangyin and Zhumadian will be launched. So far, the company's first batch of 15-city model markets have all landed.
The "revival of famous wine" builds new momentum, and the "model market" creates a new driving force
According to the relevant data released by the China Liquor Industry Association, in 2023, the total output of the national liquor industry will be 61.31 million kiloliters, a year-on-year increase of 1.1%, of which the output of the liquor industry will be 6.29 million kiloliters, a year-on-year decrease of 5.1%.
In June 2024, the "2024 China Liquor Market Interim Research Report" released by the China Liquor Industry Association pointed out that in 2024, the liquor consumption market will enter a period of transition, the development of the liquor industry will enter a cooling-off period, and the problem of weak consumer demand and "high inventory" will become a mountain that the industry needs to overcome.
In the context of the in-depth adjustment of the industry, drunkard liquor has started a drastic reform.
Starting from the second half of 2022, Alcoholic Liquor will start the cost reform and vigorously promote the linkage between the two ends of BC.
Before the reform, drunkard liquor was oriented to distributors (big B); After the reform, the alcoholic liquor will mainly be oriented to the terminal store (small B) and consumers (C-end), and through activities such as bottle opening and code scanning, banquets, etc., the C-end will be linked with small B and big B.
In the 2023 annual report, Jiujiu Liquor proposed that in 2024, the company will firmly implement the differentiation and focus strategy, with the goal of building a Chinese boutique wine company, focusing on the core orientation of "consumer-centric, creating value for customers", based on the competitive advantages of production area, fragrance and culture, and building a differentiated "moat"; Focusing on products, markets and resources, with lean management and innovation-driven as the dual core, we will comprehensively improve quality, brand and channel power, and continue to promote high-quality development.
Among them, one of the major starting points of drunkard liquor is to realize the construction of display outlets and banquet activities in the Hunan market in the province, continue to promote the construction of model markets outside the province, and make every effort to accelerate the cultivation of consumers.
On March 9, 2024, the first place of the drunkard liquor model market was launched in Handan, Hebei Province.
It is understood that the Handan market for alcoholic liquor has grown rapidly in recent years, from a small market with annual sales of 2 million alcoholic liquor to a prefecture-level market that can "imagine 100 million yuan" in 2024.
Drunkard Liquor Handan Model Market Kick-off Conference.
At the kick-off meeting, the Handan sales team signed the target responsibility letter and carried out the oath-taking ceremony. The Handan market should become a benchmark and example in the prefecture-level market of alcoholic liquor, continue to empower the new development of alcoholic liquor, and make the rich journey of alcoholic liquor broader.
As a result, the construction of the drunkard wine model market kicked off.
Subsequently, outside Hunan Province, drunkard liquor has been launched one after another, including Shijiazhuang, Baotou, Fuyang and other cities; In Hunan Province, drunkard liquor has started Yiyang, Yongzhou and other cities.
Behind these actions, the drunkard has always adhered to the six-character policy: focus, penetration, and dynamic marketing, that is, selecting key areas in key provinces, "penetrating" key areas, and insisting that dynamic marketing is king.
Some market views believe that the launch of the model market will shoulder the model responsibility of "consolidating channels, stabilizing prices, strengthening terminals, grasping sales, and creating an atmosphere", and become a "strong sales pillar market for alcoholic liquor, and a granary market with sustainable hematopoietic ability".
The "positive cycle" has initially emerged, and the "three major focuses" are facing the inflection point of performance
"At present, the liquor industry as a whole is still in a period of adjustment, the industry squeeze competition is further intensified, the price of liquor products is under pressure, the confidence of channel customers is still in the repair stage, and the consumption demand for sub-high-end products and above is still to be recovered." This is the judgment of the drunkard on the industry.
When the industry is still in the adjustment period, the performance of alcoholic liquor has also achieved phased results by creating a model market.
Recently, the drunkard liquor introduced, the company's operating income gradually improved, the first half of the total operating income of about 1 billion yuan, the second quarter of the operating income decline compared with the first quarter of the significant narrow, terminal construction results gradually began to transform to customer payment effect, the formation of BC linkage of the market positive cycle.
As of the end of the first quarter of 2024, the company's asset-liability ratio reached 21.72%, a year-on-year decrease of 5.11 percentage points, the lowest level since the first quarter of 2020.
Taking the provincial market as an example, in 2023, Jiujiu Liquor will set up a special Hunan business department to be responsible for the refined operation of the base market. After the establishment of the business department, the marketing channels of alcoholic liquor were further sunk, and the product inventory, price and dynamic sales were further professionalized.
Wang Hengjun, deputy general manager of the sales management center of the company, said that in the first half of 2024, the Hunan market will further stabilize and improve, "banquets have increased by 100%, and the number of core terminals is also growing rapidly." ”
Specific to the large single product Hongtan (18), the Hongtan Alliance Club held on May 14 announced relevant data: from December 2023 to April 2024, the promotion of Hongtan Drunkard (18) banquets increased by 77% year-on-year; The change of lids increased by 170% year-on-year; Consumers opened the bottle and scanned the code increased by 109% year-on-year, and the scanning and opening rate reached 32.6%.
Tianfeng Securities released a research report saying that in the second quarter, the drunkard's internal reference returned to normal delivery, and the Jiachen version was smoothly introduced; Hongtan and Neipin continued to improve their potential energy, and successfully opened the banquet market to contribute to the increment. The company continued to promote the destocking by strengthening banquet investment and precise investment in consumer expenses, and the batch prices of large single products of Hongtan and Nei Reference (Jiachen Version) were firm, and channel confidence gradually recovered.
"The reform of alcoholic liquor continues to deepen, and we look forward to the coming of the business inflection point. Optimistic about the resilience of its performance recovery brought by the release of reform dividends in 2024. Tianfeng Securities thinks.
Recently, the data released by Jiujiu Liquor shows that as of the end of June, the company has launched 11 model markets, carried out core terminal construction around the model market, optimized consumer activities, and the number of banquets and the number of consumers scanned the code and other terminal sales data have improved significantly year-on-year.
Consumers purchase products, scan the product code, and verify the red envelope.
In the second half of the year, the construction of the drunkard wine model market was accelerated. On July 27th and 30th, Xiangyin and Zhumadian were launched. So far, the company's first batch of 15-city model markets have all landed.
Obviously, in 2024, under the three focus strategies of "focusing on products, focusing on resources, and focusing on the market", Jiujiu Liquor will strive to build a model market, and the "dream-level" linkage at both ends of BC will begin to show its edge, activate the new momentum for the development of the Jiujiu Liquor market, and still steadily move towards the strategic goal of "China's boutique liquor enterprise".