The 36 billion expansion plan has been thrown in half a year, how fierce is the competition in the l

There are six categories of liquor consumers

According to the data of marketing insights, the six typical types of consumers of liquor are active middle-aged and elderly, new young people, hard-working workers, high-line new middle class, high-end business people, and new power women. This is also the target customer group of liquor manufacturing enterprises in the future.

The liquor market is concentrated in twoThird-tier cities

The liquor market is concentrated in second- and third-tier cities, which are relatively scattered and have a relatively wider geographical coverage, ranging from first-tier cities to fifth-tier cities.

The distribution of people who like liquor has reached more than 10%.

Among them, the preference for liquor in third-, fourth- and fifth-tier cities is higher than that in first-tier cities and new first-tier cities.

The liquor consumption market is showing a downward trend, and small and medium-sized enterprises can also see this as an opportunity to establish their brand status and activate third- and fourth-tier cities.

The market demand may help small and medium-sized liquor companies enhance their brand status.

Young and middle-aged people are the main consumer groups of liquor

The proportion of people aged 30-39 is the highest among the three wines. For young people aged 18-29, the recognition of beer is significantly higher than that of liquor and beer; The 30-39 and 40-49 age groups have the highest recognition of baijiu, and the target consumer group of baijiu is mainly the group of people in this age group.

The two tastes are mellow and plump, and soft and smooth

When consumers buy liquor, they have requirements for the taste of liquor, and the distribution of consumers who like mellow and plump and those who like softness and comfort is almost the same, both of which are about 34%. Therefore, for liquor companies, the two tastes of mellow and plump and soft and smooth are one of the directions that enterprises can focus on when developing products in the future.

Most consumers prefer liquor below 200 yuan

Consumers' preference for liquor is concentrated below 200 yuan, accounting for about 90%. To a certain extent, consumers are currently more interested in low-end liquor. Mid-to-high-end liquor is still not the first choice for most consumers.

In recent years, with the acceleration of consumption upgrading in the liquor industry, the concentration of the industry has gradually increased, and brands, channels, and production capacity have become the focus of efforts. <>

At the beginning of 2022, the liquor leaders Kweichow Moutai and Wuliangye have successively thrown out expansion plans. Subsequently, well-known liquor companies such as Jinshiyuan, Shanxi Fenjiu, Shuijingfang, and Shede Liquor also followed up, with an investment of more than 36 billion yuan in expansion plans.

It should be pointed out that behind the expansion of famous liquor production, there is a decline in the production capacity of liquor in the country, and the industry has already entered the era of stock competition. Some industry analysts believe that the period of rapid growth of liquor will end, enter the consolidation stage, the pressure on low-end brands will further increase, and the industry will enter the stage of competition between famous liquor and quality.

Analysis and prospect of the development of China's liquor industry.

1. Develop a popular liquor market.

With the rapid development of China's economy after the reform and opening up, China now has a pivotal position in the world. According to statistics, the number of China's middle class is already the largest in the world, which requires the liquor industry to actively transform and develop products for this special group of people, that is, mass market products. The popular liquor market is not equivalent to low-end, low-quality products, but to divert many unnecessary expenses, such as packaging costs and publicity costs, from consumers, so as to achieve real small profits and quick turnover, and provide consumers with the most cost-effective products.

Occupy the market with the base of the product and create value.

2. Develop customized product <> for differentiated needs

With the continuous improvement of people's life pursuits, more and more people prefer personalized and diversified high-quality consumption. With the rapid development of the Internet economy and the popularity of personalized consumption, customized liquor has become a symbol of the identity and taste of high-end consumers, and a new market segment has emerged in the high-end liquor market, namely the customized liquor market. With the gradual expansion of this market segment, the customization requirements of consumers are becoming more and more abundant.

Such as craftsman brewing, master blending, boutique self-brewing, etc., the taste is novel, the degree is customized, and the packaging is individual.

Chinese baijiu is an important carrier of traditional Chinese culture, and its unyielding vitality in the long history is due to its ability to absorb the most advanced science and technology at that time and apply it to the development of the industry, keep pace with the times and improve its own quality. However, after entering the 21st century, with the application of big data, the liquor industry has developed more rapidly, which requires liquor industry workers to have more keen insight on the one hand, capture the latest market development trends at any time, understand the progress trend of the industry, and fully do a good job in their own brand building. Only the organic integration of scientific innovation and traditional experience, quality management and enterprise growth can achieve long-term, healthy and stable development.

The market competition in the liquor market is very fierce, because there are many types, and they are very popular, the sales volume is very high, and the profits of liquor are particularly considerable, so the market is very fierce.

The competition is very fierce, every liquor company is improving the quality of its liquor, and wants to win the hearts of the masses with lower **, some small liquor companies have long been unable to hold on to bankruptcy, and the competition is really fierce.

The competition in the liquor stock market is particularly fierce, and every liquor factory is working hard.

In our country, the liquor industry can have a more rapid development, and liquor is also loved by more and more people, many people can let themselves buy liquor, and also think that liquor can have high value.

The liquor market in our country can become bigger and bigger, and it can also be more competitive, and many liquor companies can get more revenue. In recent years, the size of the liquor market has been expanding, why is this liquor so popular? I think there are three main reasons:

First, this wine can be convenient for gifts.

The people of our country have always admired courtesy, and we also know that if we want to ask someone to do something, we must give a certain gift, only in this way can we show more respect for the other person, and only in this way can the other person do something for us. And this kind of wine is actually convenient for gifts, and it can also allow us to do something for each other. Although we do this out of gratitude to each other, baijiu is indeed more conducive to gift-giving.

Second, this wine can reflect a certain status.

In fact, I think this can also reflect a certain status, because people who can afford this kind of wine can make themselves have more wealth, and they can also make themselves have a higher status. Many ordinary people may not be able to afford to buy more expensive wine, so there will be a certain gap, and it may also reflect a certain difference. <>

3. This wine has a relatively high value.

In fact, the reason why this sake is so popular is that many people are very optimistic about this sake and believe that it will definitely increase in value. Many people want to make more money by buying this kind of wine, and they also want to get more advantageous positions for themselves, so there are many people who like this wine. <>

That's my opinion, do you have any thoughts?

Because baijiu is made of grain, it has a particularly strong aroma of liquor, which makes people have an endless aftertaste, and baijiu has a better taste than beer, and the alcohol concentration is also high, which will make people more addicted the more they drink.

The degree of this wine is very high, suitable for people who love to drink on the wine table to have a few glasses, and the general liquor ** is cheap and expensive, so that many people can choose, Moutai as a national liquor is also a kind of liquor.

According to Wind data, in 2020, seven listed liquor companies, Kweichow Moutai, Wuliangye, Yanghe, Luzhou Laojiao, Shunxin Agriculture, Shanxi Fenjiu, and Gujing Gongjiu, will have revenues of more than 10 billion yuan. <>

Compared with the performance of previous years, the growth rate of many liquor companies in 2020 is still slowing down, and there are also some leading enterprises. Taking Wuliangye as an example, in 2018 and 2019, the growth rate of Wuliangye's operating income and net profit were respectively. In 2020, the growth rate of net profit of gene collection will drop to and.

Wuliangye is a special product of Yibin City, Sichuan Province, and a product of China's National Geographical Indication. Wuliangye and sorghum, rice, glutinous rice, wheat and corn five kinds of grains as raw materials, fermented in the old cellar, perennial aging carefully blended, and with the "Xiangxi long mellow taste, luscious entrance, clean throat, all flavors coordinated, just right, comprehensive wine taste" unique style is famous all over the world.

Kweichow Moutai's receivables growth slowed down from 2017 to 2020, and net profit growth slowed down from 2017 to 2020. Moutai liquor is a special product of Moutai Town, Huairen City, Zunyi City, Guizhou Province, and a product of China's National Geographical Indication. The style and quality characteristics of Moutai are "outstanding sauce aroma, elegant and delicate, mellow body, long aftertaste, and long-lasting fragrance in the empty cup".

Considering the current adjustment at the policy level and the impact of the epidemic on liquor, the main trend of the liquor sector in 2021 is still strong differentiation, and the liquor companies with core regional advantages and category representatives should continue to strengthen, while those small and medium-sized regional liquor companies with a low-end product structure may be in trouble and risk being marginalized due to factors such as the upgrading of the consumer market and the shrinking of traditional channels. <>

Moutai, Wuliangye, Yanghe, Luzhou Laojiao, Shanxi Fenjiu, Gujing Gongjiu, and Shunxin Agriculture, these seven are all listed liquor companies, among which Moutai ranks first, with a good result of 100 million yuan.

1 Kweichow Moutai, 2 Wuliangye, 3 Yanghe Co., Ltd., 4 Luzhou Laojiao, 5 Shunxin Agriculture, 6 Shanxi Fenjiu, 7 Gujing Gongjiu Seven liquor listed companies have revenues of more than 10 billion.

According to wind data, in 2020, Kweichow Moutai, Wuliangye, Yanghe, Luzhou Laojiao, Shunxin Agriculture, Shanxi Fenjiu, Gujing Gongjiu, and seven liquor listed companies have revenues of more than 10 billion, respectively, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100 million yuan, 100

After the holiday, the listed liquor companies are cold, and the future trend of liquor with falling consumption will still be very good, but it will fall first and then rise.

First, after the holiday, liquor listed companies were cold

Just when everyone is immersed in the large profit margin of Moutai and other liquor head enterprises, the sales volume of the liquor industry has been affected to a certain extent after the holiday, and the current sales volume does not seem to be as good as before. As liquor companies encountered a cold sales situation after the holiday, many people are worried about the trend of the liquor industry with declining consumption, and more people want to know what the trend of the liquor industry will be like in the future.

Second, the future trend of liquor with declining consumption: first falling and then rising

In fact, the future trend of liquor is still relatively obvious, when the off-season of consumption comes, the sales of liquor will definitely decrease with the reduction of consumption enthusiasm, after all, the corresponding gift-giving links of the Mid-Autumn Festival and the National Day are not as much as we imagined, and natural consumption will go down, which is an objective fact of the objective market. However, the consumption off-season is soon followed by the peak consumption season, this year's New Year will be much earlier than in the past, and the next two shopping carnivals will also make a lot of people hoard high-end liquor, with this consumption season is about to come, the future of liquor will continue to rise to a new height, which is something we don't have to worry about.

Third, the liquor industry is not as fragile as we think

According to the current imagination of many people for the liquor industry, everyone seems to think that the liquor industry does not seem to be very strong, after all, they think that the liquor industry will change with seasonal changes, in fact, this idea is somewhat stupid, and there is no clear understanding of the industry. It is true that the liquor industry itself will fluctuate with seasonal changes, but the average annual sales of high-end liquor in the liquor industry will not be low, which is mainly determined by the current human structure and social relationship structure, and we cannot ignore this objective factor.

I think the future trend of baijiu is still okay, because many people still like to drink baijiu very much, so it will still pick up.

Although there is such a development trend in the liquor industry, as long as the epidemic can be effectively alleviated, the future development trend of the liquor industry is very good, and it will not be affected by other factors.

Not only wine companies, but also distributors who have contacted end customers, performance pressure has also emerged. The revenue of listed liquor distributors for end consumption once again declined in a large area.