Based on the future model of Maotai-flavor wine industry, what is its development status and future development trend?

—— Original title: Market analysis of China liquor industry in 20 19: High-end liquor ushered in a new era of development, and the market of maotai-flavor liquor continued to heat up in 20 19.

In 20 19, China liquor industry ushered in many changes, with the continuous upgrading of product structure, the rise of high-end consumption, the expansion of high-end and sub-high-end shares, and the rising popularity of maotai-flavor liquor. Under the influence of new technology and new retail, dealers seek transformation and development ... various changes have spawned various new demands. On June 12, it was learned from the press conference of China High-end Wine Exhibition held in Beijing that the profit growth rate of the wine industry was higher than the income growth rate in 20 18, and the maotai-flavor wine market continued to heat up in 20 19, and the structural adjustment of the wine industry will continue to accelerate in the future.

1, high-end wine ushered in the best opportunity period.

Statistics from the National Bureau of Statistics show that in 20 18, the sales revenue of enterprises above designated size in the national brewing industry totaled 8 122 billion yuan, up by 10% year-on-year, and the total profit was147.6 billion yuan, up by 23% year-on-year.

In the liquor industry, the growth is more obvious. According to the statistical data reported by Prospective Industry Research Institute, the sales revenue of China liquor industry reached its peak in 20 16, reaching 61257.4 billion yuan. The total profit reached 79.7 797. 1.5 billion yuan. By the end of 20 17, the sales revenue of China liquor industry had dropped to 565.442 billion yuan, down 7.7% year-on-year. The total profit exceeds 1000 billion yuan. In 20 18, the sales revenue of China liquor industry was 536.3 billion yuan, up by 12.86% year-on-year, and the accumulated profit was12.5 billion yuan, up by 29.98% year-on-year.

2065 438+00-2065 438+08 China Liquor Industry Sales Revenue Statistics and Growth.

Data source: compiled by Prospective Industry Research Institute.

20 1 1-20 18 China liquor industry total profit statistics.

Data source: compiled by Prospective Industry Research Institute.

He, president of China Non-staple Food Circulation Association, analyzed that from the above two sets of data, it is not difficult to find that the liquor industry is currently in a good period of benign development. In addition, the growth rate of profit is higher than that of sales revenue, indicating that the structural upgrading of China's wine industry has achieved remarkable results. "With the further improvement of consumption upgrading trend, we have reason to believe that the structural adjustment speed of China wine industry will continue to accelerate in the future."

He said that since the wine industry recovered, many changes have taken place in the wine industry. Under the wave of consumption upgrading, the high-end wine field has ushered in the best period of development opportunities, which indicates that high-end wine producers and distributors will have more development opportunities. In this sense, China High-end Wine Exhibition, which is based on serving China wine industry and providing an efficient docking platform for wine manufacturers, has also contributed to the further development of high-end wines in China. On the basis of understanding the development trend of the industry and brand manufacturers and distributors, this high-end wine exhibition will better realize the value output to the wine industry.

It is understood that China Wine Show has become a large-scale exhibition with high professionalism and deep focus on China wine industry after being successfully held for two sessions. According to the feedback from industry manufacturers, China High-end Wine Exhibition has a high industry influence, and China High-end Wine Exhibition is constantly seeking scale breakthrough and dimension expansion, which indicates that China High-end Wine Exhibition has entered a brand-new development stage.

Lin Xiang, founder and chairman of Brewers Media, said that in 20 19, the theme of China High-end Wine Show was "Global Wine, Opportunity for China", which ushered in the 3.0 era, hoping to contribute a high-end feast to the industry and bring the world's wines to consumers in China. At the same time, through the platform of China Wine Exhibition, this paper tries to explore what development opportunities China wine industry and China wine merchants will face under the background of increasing international cooperation.

2. The maotai-flavor liquor market continues to heat up.

Since 20 19, some new changes have taken place in China wine industry. The market of maotai-flavor liquor began to heat up continuously. While the price of Moutai is rising, the consumption gap is getting bigger and bigger. Cathay Pacific, Diaoyutai, Jinsha and other powerful and potential Maotai-flavor liquor enterprises are also constantly emerging, actively making market layout. "It is foreseeable that this round of maotai-flavor wine boom will continue to heat up in the next few years, which will promote the entire maotai-flavor wine industry to gain greater market share and help China wine industry enter a new stage of development." He said to Ji Hong.

-Why is Maotai liquor so popular?

Zhou Shanrong, deputy secretary-general of Zunyi City (renhuai city) Liquor Industry Association, analyzed that the shortage of fragrant wine in the economic era was because it solved the problem of consumer demand at that time. Then, for a while, Luzhou-flavor liquor dominated the country because it was in line with the tastes and purchasing power of consumers at that time. Maotai-flavor liquor is hot now, or it is because Maotai-flavor liquor caters to the consumption upgrading trend at this stage, and the elegant and delicate taste of Maotai-flavor liquor caters to consumers' demand for really good quality liquor.

Zhou Shanrong predicted that by 2030, the production capacity of Renhuai Maotai-flavor liquor would reach 300,000-400,000 tons. A few years ago, the local government made a survey on the number of pits in Renhuai. There were about 60,000 pits, including 7,000 pits in Maotai. "These 60,000 pits are the guarantee for the production of Renhuai Maotai-flavor wine." Zhou Shanrong said that at present, the comparative advantage of Maotai-flavor liquor is further highlighted. The rising price of Moutai has freed up the market space of the original stalls and accelerated the development of other prepared local wine enterprises.

Yang Guang, Chairman of Beijing Tangzhengyi Strategic Consulting Institute, believes that China liquor is developing from "new cycle of Maotai" to "new cycle of Maotai", and the retail price of Maotai has exceeded 2,000 yuan, which makes it possible for the price of famous liquor to rise, and the continuous warming of Maotai will drive the industrial structure to upgrade.

3. The wine industry anti-shanzhai alliance was formally established.

It is worth noting that at the meeting, the "Global Alliance Against Counterfeiting in Wine Industry" initiated by China High-end Wine Show, China Non-staple Food Distribution Association, manufacturers and people from all walks of life was formally established. "The aim is to declare war on cottage brands and fake wines through hard work and practical actions, eliminate unfavorable factors in the development of the industry, and provide a healthy and clean development environment for the wine industry." Talking about the original intention of setting up this organization, Lin Xiangru said.

In recent years, various cases of fake wine have emerged one after another. Fake Maotai, fake Wuliangye, fake Jiangxiaobai, fake Benfu and fake People's Liquor are popular, which has brought great harm to the reputation of liquor brands and the whole industry. The concentrated outbreak of cottage products has also led to a lot of false propaganda, as well as the chaos of various cottage brands fishing in troubled waters. What's more, counterfeit goods are not only suspected of counterfeiting, but also of poor quality, which seriously damages the interests of the original brand and poses a threat to consumers' personal health.

Lin Xiang said that since its establishment, China High-end Wine Show has been adhering to a strict qualification examination mechanism for exhibitors and brands, and has adopted a "zero tolerance" attitude towards enterprises suspected of shanzhai or shanzhai brands and refused them to participate in the exhibition. During the preparation of this year's China High-end Wine Show, the organizing committee has also rejected the participation requirements of many enterprises suspected of scratching the edge, packaging plagiarism or shanzhai.

It is understood that many representatives from Zunyi producing area, Jinsha Liquor Industry, Jiuyizhuang, Jiumowang, Ji Fen Tea and other producing areas and enterprises have signed a strategic cooperation agreement with the organizing committee of China High-end Wine Show, which indicates that the contracted producing areas and enterprises will take their main products to participate in the 20 19 China High-end Wine Show held in Jinan, Shandong Province on August 8.

For more data sources and analysis, please refer to the Analysis Report on Market Demand and Investment Strategic Planning of China Liquor Industry issued by Forward-looking Industry Research Institute, which also provides solutions such as industrial big data, industrial planning, industrial declaration, industrial park planning, and industrial investment promotion.