The new product 1952 market price of 899 yuan, a plate of Luzhou old cellar of the sub-high-end products

On October 17, Luzhou Old Cellar 1952 was officially released in Shanghai. Liu Miao, chairman of Luzhou Laojiao, said that Luzhou Laojiao 1952 will shoulder the "three major values" of famous wine, quality and brand, position itself as a high-end strategic single product of Luzhou Laojiao, and promote the high-end upgrading of the overall brand of Luzhou Laojiao, priced at 899 yuan / bottle.

According to industry analysts, the launch of the new product may fill the gap in its market price.

Luzhou old cellar high-end representative products for the national cellar 1573, priced at more than 1,000 yuan, the sub-high-end representative products are high-gloss g3, old cellar special qu 60 version, a hundred years of Luzhou old cellar age of 90 years, the price is 818 yuan / bottle, 759 yuan / bottle and 699 yuan / bottle. It is not difficult to find that there is still a certain vacancy in the luzhou old cellar in the high-end price band of 700-1000 yuan.

From the perspective of the industry, the "Matthew effect" continues to enlarge, the industry as a whole to the concentration of famous wines, to the high-end concentration of the trend is more and more obvious, the head of the famous wine enterprises have expanded production capacity; brand high-end and product upgrading and innovation has become one of the main trends in the liquor industry, which brings sustainable growth space for sub-high-end and high-end liquor. In this context, a number of liquor companies have also launched sub-high-end and high-end liquor products.

With the national cellar 1573 and the special song entering the mature period, the highlight series launched by Luzhou Laojiao last year and the new product "1952" launched may be the growth points of Luzhou Laojiao's performance breakthrough.

In the first half of 2021, the operating income of Luzhou Laojiao, Moutai, Wuliangye and Yanghe shares was 9.317 billion yuan, 50.722 billion yuan, 36.75 billion yuan and 15.54 billion yuan respectively, an increase of 22.04%, 11.15%, 19.45% and 15.75% year-on-year; the net profit attributable to the shareholders of listed companies was 4.226 billion yuan, 24.654 billion yuan, 13.2 billion yuan and 5.661 billion yuan, an increase of 31.23%, 9.08% and 21.60% respectively. 、4.82%。

In the high-end market, from the perspective of product proportion, although the growth rate of high-end products in Luzhou Laojiao is fast, the proportion in the entire product system is not high, accounting for about 60%, which is lower than Wuliangye high-end wine accounting for about 80%, and far lower than Moutai high-end wine accounting for nearly 90%.