In the eyes of people in the industry, the wine industry has begun to develop in the direction of refinement after extensive development, and the rum and liquor will gradually lose its investment promotion function, and the enthusiasm of exhibitors of wine enterprises will also begin to decline. Canned Tuna Flakes,Tuna Flakes Canned,Tuna Flakes Tin,Tuna Tin Cans ZHANGZHOU TAN CO. LTD. , https://www.zztancan.com
October is the harvest season. However, the 91st National Conference on Sugarcane, which had just ended, made wine companies feel a chill in winter. During the adjustment period of the industry, the autumn sugar and wine reception with the title of “industrial barometer†and “barometer†of the industry gradually lost its investment promotion function. Through the actions of the wine enterprises, it can be seen that the wine enterprises did not find a good way to transform themselves. More is "crossing the river by feeling the stones."
Participants cut in half
As we all know, China's liquor industry entered a period of in-depth adjustment from the second half of 2012. However, this adjustment has been rather abrupt, making it difficult for many liquor companies to parry. Since the beginning of the adjustment in the past two years, promising wine enterprises have discovered that it is difficult to achieve success only by relying on new products and advertisements to promote business development. The sugar and wine receptions with the main function of attracting investment are also no longer attractive in the industry adjustment period.
A responsible person of a liquor company told the “Securities Daily†reporter before the autumn sugar and wine had not yet been held. This fall, the sugar and wine party continued the scene of last year’s tainted investment in Wuhan’s sugar and wine reception and early spring’s sugar and wine reception.
"In less than a week before the rum, the prices of surrounding hotels are still at a discount, and 200 yuan will be available at budget hotels." The above sources said that before attending the rum, about 3 million yuan was spent at a time. , And to book the booths and hotel rooms in advance, the price will be as low as several hundred thousand yuan this year.
Liu Zhuqing, senior expert in liquor, told the reporter from the Securities Daily that in the past, the rum would have a peak of 3 days. During the peak period, the hotel was overcrowded and the rooms were all stairs. Elevators couldn't get into the elevator. However, compared with the past, the number of people attending the conference was about half less than this year. “At least every time you go back to the room, you can get on the elevator,†said Xiao Zhuqing.
The reporters who had participated in several sessions of the rum and wine reception before this also found that this year's autumn rum and cocktail party is indeed relatively deserted. The layout of the five-star hotel exhibition hall is not very intensive, and the exhibitors of the business do not have the effect of “tall†in the past. From the simplicity, they become a common character.
A responsible person of a local wine company also told reporters that past rum and liquor companies went to the exhibition, and many of them chose to give up this year.
According to report, although there are still Maotai, Wuliangye, Luzhou Laojiao, Fenjiu, Qipai and other wine enterprises “join the market,†but many well-known wine enterprises’ “absence†still make this autumn’s sugar and wine festival become a reference in recent years. The minimum number of meeting companies.
In this regard, Wu Xiangdong, chairman of the Huaze Group, told reporters that the trading functions of the rum and drinks have been weakened a lot. Now it is more of a role in the exchange of ideas. However, many industry professionals still look forward to the functionality of the Fortune Drinks to strengthen the transaction, and naturally will be disappointed.
According to Wu Xiangdong, the past decade of the liquor industry has grown, and government spending has been too high. The future growth must be the growth of private consumption and business consumption. “Now China estimates that only about 20% of the population are drinking, while more than 70% of the population in developed countries often consume alcohol. However, the domestic business consumption and private consumption alcohol market has been growing, and it is 70% like developed countries. The consumption of alcoholic products by the crowd will be a market that is five or six times bigger than the current one,†said Wu Xiangdong.
Wines become the main theme
"The biggest feeling is that the old bully liquor giants have all put down their bodies and are looking for every opportunity to learn about cross-border innovation and management. Although many of the transformations have no direction, they look like headless flies rampage," Xiao Zhuqing told reporters.
According to the reporter's observation, this year's sugar and wine reception, although the investment function weakened, the function of learning exchanges has increased a lot. Each forum has attracted many industry participants. The theme of the forum is inseparable from innovation and change. It is understood that from the 11th to the 14th of October, the Autumn Sugar and Wine Association held nearly 10 meetings and forums, and related to liquor accounted for 70%.
Xiao Zhuqing told reporters that during the rum, the fine management of the automobile industry has become a hot spot for the top management of wine enterprises. “This was unimaginable in the past. Liquor was very good in the past. Everyone is a hero and a rudimentary manager. Now they are scrambling to lean over and learn from each other and cross-border exchanges.
Looking at the actions of wine producers and distributors, it can be seen that they are really on the way to finding innovation and transformation. Intensified competition in the wine industry, companies in the pursuit of profits, innovation and change will become the main theme of liquor companies. In terms of product innovation, the production of low-to-medium price products, small-format packaging wines, pre-tuned cocktails, and innovative taste products have emerged in an endless stream; Internet marketing and e-commerce have become hot spots in the sales model; in terms of system innovation, all the important aspects of the reform of well-known wine companies have been mixed. path.
In the view of some brokerage analysts, the innovation and change of the liquor industry is actually the inevitable path for liquor companies to deal with the intensification of competition after facing the mass consumer groups. It is the only way to switch from extensive management in the past to fine management. In this process, liquor industry profits The rate will also return to normal levels.
Pre-mixing becomes the highlight of autumn sweets
In addition to cross-border communication and learning, pre-mixing has become one of the highlights of this year's fall wine and wine reception.
According to report, 7 upgrades of "Lianxiaoxiao" products produced by Luzhou Laojiao were announced during the autumn sugar drink conference. The real estate of the conference was selected in the bar and the scene was used by bartenders. Alcoholic flavored spirits are also “liked†by consumers.
Li Xiaogang, deputy general manager of Luzhou Laojiao Sales Co., Ltd., said in an interview with the “Securities Daily†reporter that as a consumer group in the future of liquor after the 1980s and 1990s, it is becoming the main driving force for the development of the Chinese liquor industry in the next 10 years as a Luzhou Laojiao One of the strategies of Boda Wines in the next few years, in the future, Bozhou Laojiao will focus on young consumers from the aspects of product concept, market orientation, price, etc. Therefore, “Zhong Xiao Er†has made adjustments in style, such as the appearance of colors. Rich in order to meet the aesthetic needs of consumer groups.
In fact, pre-mixing has created a wave of heat in the capital market before the confections. According to the data, in September, listed company Bairun Co., Ltd. disclosed a restructuring plan and spent 5.563 billion yuan to acquire 100% equity of Shanghai Bacchus. The main business of Bacchus is the production and sales of Ruiao brand preset cocktails. Even though Bacchus gained more than 20 times of its total net assets, Bairun is still highly sought after in the capital market and its share price doubles.
At the rum, the TAKI Daqi cocktail, owned by Black Bull Foods, also made its debut. According to a researcher present at the scene, TAKI has received a copy of the capital and invited South Korea's popular star Kim Soo-hyeon to be the brand spokesperson. The endorsement fee is estimated to be 20 million yuan for two years. The product is expected to be available at the end of this year.
Nirvana after stratification
In the eyes of the wine industry, although the liquor industry is undergoing a deep adjustment period, after nearly two years of adjustment, the liquor industry will experience a rebirth of Nirvana.
Lu Xianxin, general manager of the Haina Institution, pointed out at the first China Wine Market Forum that the liquor industry is undergoing three major changes. The first is the change at the consumer level. The value sensitivity of consumer groups is increasing. At the same time, the consumer’s right to speak is reflected in the price/performance ratio. Currently, the high alcohol prices are serious and will gradually return to the main line of value. Only when the consumer approves, can the price and quantity balance be achieved; Change, wine industry channels will enter the era of low profit, 10% of profits will become the norm, direct supply chain will enter the fast lane; then there is "big single product + base" will determine the future of wine prices, Yanghe, Wuliangye may As a beneficiary of mergers and acquisitions, the industry will experience squeeze growth, and the market may present a pattern of “two national brands + two to four provincial leading brandsâ€.
At the same time, Lu Xianxin also said that the depth adjustment of the liquor industry is expected to begin at the bottom of the second half of the year.
In Lu Xianxin's view, the consumption of high-end wines has been drastically reduced. The liquor companies are experiencing a de-foaming movement of prices and brands, and profits have continued to shrink. Maotai squeezed Wuliangye, and Wuliangye crowded Shuijingfang, Shede and Guojiao 1573. Consumers agree that "cost-effectiveness", high channel profits will harm consumer interests, high-end wine must be reasonable prices in order to balance out sales.
“In the future, China's liquor industry will see four major signs. The first is that the liquor industry has experienced a round of overall revenue and profit decline from high to low; secondly, the first is a base winery, and the other is a batch of small and medium-sized wines of 500 million yuan or less. The factory shrinks and gradually withdraws; thirdly, the mainstream manufacturers’ core single product market price system restructures and stabilizes for more than one peak season, realizing a new dynamic and normal state; and finally, the favorable consumption of the liquor industry appears and stimulates a rebound inflection point, said Lu Xianxin.
Wine enterprises transformation and innovation "touch the stone"