Leading liquor enterprises target positioning clear high-quality development is still the industry wind direction

At the end of the year, liquor companies held 2020 annual dealer conference one after another. Tell the brand story, focus on the core big single product, optimize the product structure ...... each liquor enterprises in the dealer conference put forward a series of important initiatives, seeking the next year of high-quality development. Industry insiders said, recently, liquor big business one after another with liquor enterprises signed contracts, as "14th Five-Year" opening year, 2021 liquor industry growth plan is expected to be relatively positive. In the "consumption upgrade, drink better" market competition pattern, in the domestic cycle as the main market environment, to achieve high-quality development, expanding domestic demand market, is still the liquor industry "wind direction".

Multiple measures to strengthen brand positioning

Following the 12-12 Xi wine and 12-16 Maotai soy sauce wine "two major dealers annual meeting", December 21, Guizhou Maotai wine 2020 annual national dealers will be held at Maotai headquarters. According to the official public platform news, Moutai Group exceeded the annual target, "13th Five-Year Plan" target completion. Moutai Group party secretary and chairman Gao Weidong said at the dealer conference, next year is the "14th Five-Year Plan" the opening year, Guizhou Moutai will improve the quality and efficiency of the market work as the center, continue to focus on grasping the key, make up for the shortcomings of the board, strengthen the basis of the multi-movement measures to unleash the powerful effect of the new marketing system, we must go all out to coordinate the quality and efficiency, proactively cater to market trends, and take the initiative to meet the market trend, to improve quality and effectiveness. We should make every effort to improve quality and efficiency, take the initiative to cater to market trends, complement each other's strengths through multiple channels, give full play to the effectiveness of the brand, and achieve a higher level of dynamic balance between supply and demand.

On December 15, Luzhou Laojiao State Cellar Liquor Sales Company held a shareholders' meeting, which put forward the prospect of high growth of Guojiao 1573, which is the first time in the history of the company. In terms of scale, Guojiao 1573 clearly put forward the "new 10 billion" target, that is, 2022 to achieve 20 billion yuan, 2025 breakthrough 30 billion yuan, corresponding to 2021-2022 compound growth rate of 24%, 2023-2025 compound growth rate of 14%, the overall compound growth rate of 14%, the overall compound growth rate of 14%, the overall compound growth rate of 14%, the overall compound growth rate of 14%. Annual compound growth rate of 14%, the overall compound growth rate of 18%. In terms of branding, Guojiao 1573 continue to adhere to the "strong national wine" brand positioning, around the "stable quality, rise brand, raise prices, expand the scale, increase profits" five aspects to strengthen this positioning.

"Wuliangye is correct in judging the trend of the industry, product integration and other initiatives can effectively enhance its brand recognition, will help to further enhance consumer awareness of the brand, product recognition, further enhance market confidence and enhance the brand's market competitiveness." Industry insiders said that in recent years, take the road of high-quality development has become the wine industry **** knowledge, and product adjustment and upgrading to bring high value-added is the core driving force of high-quality development of the wine industry. Whether it is Wuliangye's continuing structural adjustment, or Luzhou Laojiao's high growth outlook for large single products, are wine enterprises in the relevant deployment to promote high-quality development. "High-quality development has become the trend of China's social and economic transformation requirements, the same is also the wine industry's sustainable development of the road."

Manufacturers join hands to do excellent consumer service

The "attacking team", "dealers and marketers are the two teams that have long struggled in the front line of the market, and are the backbone of Maotai's high-quality development". "Looking forward to 2021, we will *** with stand on the new starting point of the '14th Five-Year Plan' and open a new journey of high-quality development." Li Jingren, deputy secretary of the Moutai Group Party Committee, general manager and acting general manager of Moutai Wine JSC, said that he expects manufacturers to move in the same direction, actively integrate into the new development pattern, seize the opportunity of the domestic macrocycle, and stimulate new vitality in the consumption upgrade in the post-epidemic era; he expects manufacturers to walk together, continue to plough the market intensively and y, and to make high-quality products and deeper culture, and to provide better service; he expects manufacturers to be of one mind, to join hands to **** in and realize a **** win for the The "14th Five-Year" development to achieve a good start to contribute more power.

Wuliangye in 1218 *** business *** build *** enjoy the General Assembly, continue to improve the construction of the channel system, and further consolidate the traditional channels, the development of group-buying channels, relying on new technologies, innovation and cross-border cooperation of new channels, and continue to enhance the channel profit and business profitability.

Industry insiders said, dealers in the market front line to expand the territory, wine enterprises through the precise in place of the marketing team, and dealers work together to provide consumers with a better service experience, which is also a strong backing for the development of the brand.

To this end, the major wine companies have always attached great importance to close vendor relations. In the first half of this year, in the face of the challenge of the new crown pneumonia epidemic, Maotai, Wuliangye, etc. have also made moves to help dealers. Maotai specifically held an epidemic prevention and control, the resumption of production mobilization and deployment will be to dealers to promise "do not have to worry about Maotai sold, the price of reversal." Wuliangye brand business unit issued a notice to strengthen the optimization of the plan quota, speed up the market cost reporting, strengthen customer service. Luzhou Laojiao asked the sales team to strengthen the care of distribution customers, a comprehensive understanding of the distribution customers of the epidemic prevention and control situation, the market and marketing situation and the existence of difficulties, the development of a special help policy, to solve practical difficulties.

Close vendor relations is the focus of the wine enterprises in the past years of the dealer conference. Industry insiders said, combined with the major enterprises close vendor relations, plowing the strategic layout of the market can be predicted, manufacturers will further optimize consumer services, deeper and more sophisticated market, supporting the brand in the hearts of consumers height.

High-end wine market will continue to expand

This year's epidemic is like a litmus test, try out the stability of high-end liquor continued growth. The liquor industry as an eternal sunrise industry, the long-term lack of wine but long-term lack of good wine, advantageous production areas, advantageous industries, advantageous brands will share the opportunity of structural prosperity.

Zeng from the Qin revealed that the Wuliangye channel profit steady growth, the market price continued to improve steadily. Among them, the eighth generation of Wuliangye single-bottle channel profits steadily increased, the level of operator profitability increased, market confidence has been boosted. Asked "whether the epidemic on the Wuliangye market price and sales impact", some Wuliangye dealers said that the epidemic on the Wuliangye impact is not great. They explained that Wuliangye to high-end liquor products based on the brand structure and high-end brand image, is to make Wuliangye to avoid the impact of the epidemic is the main reason. "This half a year the market circulation price of Puwu basically stabilized above 1,000 yuan, the market dynamic sales situation is better, this meeting to go back to start preparing for the Spring Festival season sales, general festivals and holidays are Wuliangye outbreak point." The pulling effect of high-end wine is also reflected in the company's financial report. Oriental Wealth Securities research report that Wuliangye third-quarter revenue growth accelerated, mainly because the eighth generation of Wuliangye growth rate is considerable. At the same time, Wuliangye third-quarter gross profit margin of 74.5%, mainly because of the high gross profit eighth-generation Wuliangye products accounted for an increase.

The data show that from January to November, liquor production of 6,183,600 kiloliters, down 10.26%. 1-October, above-scale liquor enterprises have completed a cumulative sales revenue of 452,724,000,000 yuan, compared with the same period a year ago, an increase of 2.04%; cumulative profits of 118,670,000 yuan, compared with the same period a year ago; cumulative profits of 118,670,000 yuan, compared with the same period a year ago. billion yuan, an increase of 8.03% compared with the same period last year. Production capacity declined, but sales revenue and total profit showed growth. "The profit level of the liquor industry, for the first time from 2017, entered the 100 billion yuan era, and in 2019 it was more than 140 billion yuan. This huge industrial profit is mainly concentrated in the top 50 companies in the industry, especially the leading companies such as Moutai, Wuliangye, Yanghe, Luzhou Laojiao and Shanxi Fenjiu. "From the trend in recent years, the industry concentration has further increased, and the growth of high-end liquor consumption is even more obvious."

Industry insiders said that after the epidemic pressure test, the performance of high-end liquor still maintains high growth, reflecting the strong attributes of just-demanding goods. "It is expected that the market size of China's high-end liquor industry will reach 160 billion yuan in 2029, when the market share of high-end and ultra-high-end liquor is expected to reach about 40%." Industry insiders said that looking ahead to the next five years, consumption upgrading and brand concentration of the core logic is expected to continue to strengthen the high-end liquor market will still be in the expansion phase, the annual dealer conference feedback leading enterprises clear and pragmatic target planning, the future volume and price pattern will remain. (Gu Yufei synthesized)