The liquor consumption market is gradually cold, which liquor brands are affected by it?

Due to the impact of the epidemic, China's consumer market is really cold this year, and the liquor market is even colder, many brands have been greatly affected, especially Moutai, Feitian Moutai's purchase price is even **500 yuan, but the consumer market is still not hot. The consumer market for liquor is still relatively bleak.

Liquor as a kind of liquor that we often drink in our daily life, at the same time liquor is also a specialty liquor of our country, liquor often appears on the table in daily life, and even my uncle will drink one or two glasses of liquor every day, and it is uncomfortable not to drink it, but you are today due to the epidemic, the consumer market of liquor is gradually cold, and the most affected are some high-end liquorMoutai Wuliangye has the greatest impact, 53 degrees Feitian Moutai has been reducing prices in the past few days, and even a bottle is just 2,000 yuan, which is much worse than the previous highest 2,500, and the purchase price of Feitian Moutai has also been reduced by nearly four or five hundred yuan, and Moutai has been the most affected by the epidemic.

The second most affected is Wuliangye Group, a bottle of Wuliangye with a price of 1100 yuan can now be obtained for almost 900, and the ** of liquor has been decliningHowever, the market of high-end liquor is not hot, it is still in a very cold state, and even many merchants can not sell many high-end liquor at all, and the goods are all piled up in the warehouse, and most of the current customers have chosen some cost-effective productsLiquor of about 1,000 yuan has become more of a choice, and some ordinary people choose some cheap and good-tasting liquor.

Although the liquor market is a little cold, many high-end liquors have received a great impact, and Moutai's **is also crazy**,However, I believe that liquor, as a necessity in our daily life, will open up the high-end liquor market to all personnel after the epidemic is over, and the liquor market will gradually improveMore and more liquor brands will also get better and better.

For example, the brand of Moutai liquor has been affected, many young people do not drink this liquor, and sales are declining every day.

We are familiar with such as Wuliangye, Moutai, Erguotou, Niulanshan, and the old village chief. There are also some Jiang Xiaobai, the blue of the sea and the blue of dreams, etc., which have risen in recent years, will be affected, but with the end of the year, the sales of liquor will rebound.

There are six categories of liquor consumers

According to the data of Tencent 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 second- and third-tier cities

The liquor market is concentrated in second- and third-tier cities, which is relatively scattered and has a relatively wider geographical coverage, with the distribution of cities ranging from first-tier cities to fifth-tier cities, and 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 brand status, activate market demand in third- and fourth-tier cities, or help small and medium-sized liquor enterprises 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.

Wuliangye, Moutai, Zhuyeqing, Fenjiu, ** Sauce Wine, Lang Wine, Dong Wine, Xifeng Wine, Niulanshan Erguotou, these liquors are favored by the public.

Fenjiu, Zhuyeqing, Erguotou, Moutai, Wuliangye, Luzhou Laojiao are all very popular with the public.

countryListed companies in the liquor industry:Kweichow Moutai (600159), Wuliangye (00858), Yanghe (002304), Shunxin Agriculture (000860), Luzhou Laojiao (000568), Gujing Gongjiu (00596), Shanxi Fenjiu (600809), Kouzijiao (603589), Yingjia Gongjiu (603198).

Production, sales volume, sales revenue.

The total output of the country has shown a downward trend year by year

From 2015 to 2020, the total output of liquor showed a downward trend year by year. In 2020, China's liquor production was 10,000 liters, a year-on-year decline; The production of liquor from January to June 2021 was 10,000 liters.

The national sales volume is declining year by year

From 2015 to 2020, the sales volume of liquor in China showed a fluctuating downward trend. As the epidemic eases, the pent-up demand for going out and dining together due to the prolonged lockdown measures will start to pick up, which will bring good news to the Chinese economy and Chinese liquor sales. As a result, Chinese baijiu may rise slightly to 10,000 liters.

The liquor industry is concentrated in Sichuan, Guizhou and Shandong

At present, the proportion of sales revenue of the liquor industry in Sichuan Province has reached an absolute leading position in the liquor industry. followed by Guizhou and Shandong, the proportion of sales revenue reached and respectively.

Therefore, at present, the major provinces for the sale of liquor are concentrated in Sichuan, Guizhou and Shandong provinces. Overall, the industrial concentration of the liquor industry is rising. The top three regions have a share of sales revenue; The sales revenue share of the top seven regions has reached.

The scale effect in the industry is strong, and the strong are always strong.

Sichuan liquor production has been the first in six years

In 2020, Sichuan Province's liquor production will still rank first in the country, with an output of 10,000 liters; At this stage, Hubei Province ranks second, with a liquor output of 10,000 liters; At this stage, Guizhou Province ranks third, with an output of 10,000 liters.

At present, Sichuan, Hubei and Guizhou provinces rank among the top three in the country in terms of liquor production. Judging from the data of other years, Henan Province and Shandong Province are also major liquor producing provinces.

Sichuan liquor sales revenue first

For two consecutive years, Sichuan Province ranked first in the sales revenue of the liquor industry. In 2018, the sales revenue of liquor in Sichuan Province reached 100 million yuan, an increase year-on-year; It was followed by Guizhou Province and Shandong Province, with sales revenue ranking second and third respectively.

Note: As of the end of July 2021, the official sales revenue data by region has not been announced, so the data from 2017 to 2018 is used for analysis.

Although liquor sales are still dominated by traditional channels, in recent years, new platforms for online and offline liquor sales have emerged, and famous liquor companies have begun to explore new retail models.

After the end of 2012, in view of the implementation of a series of policies and measures to restrict the consumption of the three publics, the impact of the plasticizer incident, etc., the liquor industry accumulated in the early stage of overcapacity, excessive social inventory and other problems broke out rapidly, the industry entered a period of adjustment, and the output growth rate of the whole industry declined sharply.

However, the output of liquor enterprises above designated size in China still maintained positive growth until 2016, reaching 13.58 million kiloliters. After the in-depth adjustment in the early stage and the promotion of consumption upgrading, differentiation and development have become the overall characteristics of the liquor industry since 2016, with backward production capacity continuing to be cleared and the overall output of the liquor industry continuing to decrease.

China's per capita GDP grew steadily, reaching RMB70,892 in 2019, an increase from 2018. The continuous improvement of national income has made the consumption willingness of liquor consumers change to high-quality consumption, and the consumption upgrading has promoted the increase in the proportion of consumption of mid-to-high-end and above liquor products.

Liquor enterprises with rich mid-to-high-end and above product systems and continuous development capabilities have enjoyed the development dividend of consumption upgrading. Take Kweichow Moutai, the leading sauce-flavored liquor, and Luzhou Laojiao, the representative of strong-flavored liquor, as an example

The market share of Kweichow Moutai increased from 2016 to 2019, and the market share of Luzhou Laojiao's mid-range liquor and high-end liquor increased from 2016 to 2019, reflecting that the sales proportion of mid-to-high-end and above liquor is further increasing.

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.