How long can Wuliangye break the ＂holiday high price＂ of 800 high-end liquor in a single bottle？
The Spring Festival of the Year of the Rooster is approaching, and the high-end liquor market, which has been depressed for more than four years, has finally entered the sales season. Beijing Youth Daily reporter visited the market yesterday and found that Wuliangye (commonly known as Puwu), a 52-degree 500ml crystal bottle, has risen from 729 yuan to 829 yuan, while Maotai (commonly known as Pufei), a 53-degree 500ml flying bottle, is a price like a stock every day. After New Year’s Day, it stood on the step of 2,000 yuan, but later the discount promotion price was close to 1,700 yuan. Yesterday, its single bottle price fell back to the level at the end of last year — — 1280 yuan.
Visit: high-end liquor sells well
In the exclusive liquor cabinet of Carrefour supermarket in Jiandeqiao, the price tag of Puwu has changed from 729 yuan/bottle a month ago to 829 yuan/bottle, and the price of Pufei has actually dropped from 2,000 yuan per bottle to 1,280 yuan, which is the price standard at the end of last year. According to the observation of the reporter of Beiqing Daily, the price fluctuation of Pufei is like a stock, with ups and downs, almost one price a day. Last Mid-Autumn Festival and November, the retail price of its supermarket was around 1000 yuan, and it rose to 1280 yuan per bottle near New Year’s Day. After New Year’s Day, its price soared again. This time, it stood on the step of 2000 yuan in one breath, but it was quickly discounted, and the discounted price was close to 1700 yuan. But now, customers can buy a bottle of Pfeiffer for 1280 yuan, which is only more 450 yuan than Wuliangye. For consumers, the cost performance is more suitable. According to the survey, at present, in JD.COM Mall and Tmall Mall, the price of Puwu single bottle is 816 yuan, and the price of Pufei single bottle is 1288 yuan.
Impact: Serious shortage of stock.
Different from Pufei’s performance of price reduction for the market, it is said that Puwu still has the impulse of price increase. It is understood that at present, the mainstream market price of Puwu is about 780 yuan/bottle, and some insiders predict that from the current trend of brisk sales, when it enters its peak next week, the regions with better market performance are expected to break through 800 yuan/bottle. As for the reasons for the price increase, some dealers said that since January this year, all kinds of business banquets, friends gathering for drinks, and new year purchases have begun. According to dealers, another reason for the price increase of high-grade liquor is that there was a rebate phenomenon between liquor enterprises and distributors in the past. Later, manufacturers canceled the rebate policy. After canceling the rebate policy, only the price increase can make money. In fact, as early as the end of last year, the price of a batch of Puwu had exceeded 739 yuan/bottle.
Regarding the relatively tight sales during the Spring Festival and the serious shortage of dealers, Wuliangye said that Wuliangye was seriously out of stock in many markets across the country because of the growth of consumption during the Spring Festival peak season and various factors of logistics. The delivery time of Wuliangye is until January 21st. At present, there are indeed many requests, and most dealers are asking for increments, but the company has no limit to increase at present. Because the dealer inventory has reached the lowest point in history, only around 8%. The person in charge of Wuliangye market told the media that in January this year, the shortage of Wuliangye was not an individual regional phenomenon, and the incremental demand of dealers was more urgent.
Research report: Liquor market is picking up.
According to the analysis of Southwest Securities Research Report, this round of liquor industry is picking up, and high-end liquor is the first to achieve recovery. After shuffling during the adjustment period, the absolute advantages of Maotai, Wuliangye and Guojiao in the high-end liquor market are established, and the pattern of the strong and the strong is interpreted.
It is difficult for Wuliangye to surpass Maotai in the short term, but its second position is stable, and it is expected to gradually narrow the gap. Maotai’s volume and price strategy has a strong suppression effect on Wuliangye. In 2016, driven by the dual demand of terminal consumption and channel replenishment, a batch of Maotai prices rose rapidly, from 840 yuan at the beginning of the year to 1,100 yuan. The huge gap between supply and demand in the future will push the prices up continuously.
Benefiting from the price increase of Maotai, Wuliangye took many measures in 2016 to promote the smooth price increase of core brands, and the ex-factory price was raised from 659 yuan to 739 yuan, and at the same time, the terminal was sold at a suitable price. In 2017, the company continued to control the price, and the supply in the fifth five-year plan decreased by 25%, and the price is expected to continue to rise.
Text/Reporter Zhao Xinpei Photo courtesy/vision china