In recent years, the rapid development of light bottle wine, both the brand and the quality have been qualitatively improved, and it has begun to become a "just needed product" that restaurant diners love to let go, and has also ushered in the highlight moment of the category.
The data shows that in the past 6 years, the average growth rate of the light bottle wine market is about 20%, and the future growth rate will remain at 15% to 30%, higher than the average growth rate of the industry. In addition, the current light bottle wine market size of about 80 billion yuan, in the next 3 to 5 years, this data is expected to exceed 120 billion yuan.
Hundreds of billions of markets, fierce competition, a little inattentive will be eliminated, but there is a light bottle of wine has created a miracle! Rooted in 100 counties and cities in 15 days, half a year after entering the market, it has cooperated with more than 300 dealers across the country, and its annual sales have exceeded the mark of 300 million yuan, the terminal repurchase rate is as high as 95%, and it has been imitated by many enterprises in the market... It is - old Sichuan liquor!
Quality
Good raw materials make good wine, and the taste is more popular with consumers
As the saying goes, the iron also needs to be hard, the old Sichuan liquor can stand out in the fiercely competitive light bottle wine market, and occupy a place, inseparable from the excellent quality of the product.
High-end quality liquor has extremely high requirements for raw materials, and at this point, the old Sichuan liquor has high standards and strict requirements, just to make good wine. In terms of raw materials, the best of the best, select high-quality sorghum, rice, corn, wheat, glutinous rice, and take the essence of sorghum, the essence of wheat, from the source to ensure the excellent quality of old Sichuan liquor.
With the blessing of high-quality raw materials, the old Sichuan liquor has always adhered to the ancient method of pure grain brewing, and after a series of complex processes such as koji, cellar sealing, fermentation, distillation, storage, etc., it can harvest fine wine. Selected high-quality raw materials, and the use of ancient methods of brewing, the quality and taste of the old Sichuan liquor is naturally excellent. The wine is pure, pure as crystal, the taste is smooth, the entrance is sweet, the taste is mellow, and the fragrance is like a youlan, which has been unanimously recognized by consumers.
In the more than a year since its listing, the old Sichuan Liquor has reached cooperation with nearly a thousand distributors, and its products are all over the major supermarket stores in China. According to the distributors of the old Sichuan liquor, the product not only has a firm foothold in the terminal market, but also gained the love of a large number of loyal "fans", and the current repurchase rate has reached more than 95%!
product on
The differentiation advantage is obvious, and the sales volume naturally does not have to worry
With excellent quality and excellent taste, the old Sichuan liquor has successfully had a name in the market. However, for consumers, packaging, price and other factors will affect their desire to buy. How did the old Sichuan liquor break through, seize the minds of consumers, and make them willing to pay for it?
The light bottle wine track is hot, and the products on the market are even more varied, so if the new products want to successfully attract the attention of consumers, most of them will work packaging. However, many merchants blindly pursue exaggerated and eye-catching packaging, which inevitably falls into the cliché. The old Sichuan liquor has taken a different path, grasping the trend of national tide recovery, using retro style packaging, low-key but not losing style, which is pleasing to the eye.
At present, the homogenization of liquor products on the market is becoming more and more obvious, when the old Sichuan liquor became popular, it was imitated by many companies on the market, and successively launched the "retro style" package of light bottle wine, but not all light bottle wine is old Sichuan, and not all retro style can arouse consumers' emotional memory. Rooted in the liquor industry for more than 40 years, "old Sichuan", with its own sense of history, is the youth memory of a generation, so the retro style is just right, some vainly try to copy the old Sichuan liquor brands just see the appearance and do not see the core. There is no specialization ingenuity of the old Sichuan liquor, and there is no brand connotation, and the imitation of the brand ultimately ends in failure.
The old Sichuan liquor with high quality, good taste and stylish packaging is very close to the people, and even unexpected. Na Food learned that the old Sichuan liquor company from the beginning of its establishment is to produce high-quality, affordable products, so that consumers can taste the taste of Sichuan wine. Although after more than 40 years, the original intention has not changed, the old Sichuan liquor will be the price of the product at the terminal set at 28 yuan!
The price of 28 yuan is not only the mainstream price range of light bottle wine, but also the most widely accepted price by consumers. Liquor quality is guaranteed, consumers can afford to buy, can afford to drink, therefore, the old Sichuan liquor in the terminal debut, it is highly sought after, the initial cooperation of dealers can do half a month to return a single, so far the number of dealers monthly return to the single is stable at about 3 times, do not have to worry about the sales of the terminal.
Profit on
More than 50% higher than the competitors, so that dealers can really earn money!
Good products can achieve excellent results in the market, which is inseparable from the ingenuity of the manufacturer and the hard work of the dealer. The establishment of the cooperative relationship between manufacturers and distributors is based on the premise that there is a law to follow and the two sides are mutually beneficial, and the old Sichuan wine enterprises in cooperation with distributors allow distributors to maximize sales while making profits.
Old Sichuan liquor in order to ensure high quality, close to the people at the same time, so that each dealer can be really profitable, it is understood that each box of old Sichuan liquor products profits more than 50% higher than the competitors. On the basis of high profits, dealers are naturally full of energy.
At present, the consumption target group of old Sichuan liquor is locked in the middle consumer group, for this reason, in the development of channels, old Sichuan creates a more attractive consumption scene for this specific group of people, and focuses on family-oriented brand building, establishes word-of-mouth with quality, drives circulation with terminals, further expands product sales and market share, improves product visibility, helps products to sell quickly at the terminal, and allows dealers to earn money without pressure.
In addition, in order to allow distributors to operate products better and more stable at the terminal and achieve excellent sales performance, the old Sichuan liquor strictly controls the price system and prohibits cross-regional channeling, low-price dumping and other behaviors. And the regional protection policy to the maximum extent to protect the rights and interests of dealers.