Bolifen, Green Bottle Xifeng successively reported price increases, and high-level light bottle wine market smoke

Bolifen, Green Bottle Xifeng successively reported price increases, and high-level light bottle wine market smoke
Following the price increase of the Bofen terminal, the Xifeng high-line light bottle wine product green bottle Xifeng boxed series has also heard news of price increases recently, and it is expected that the retail price will exceed 50 yuan per bottle.After Wuliangye, Luzhou Laojiao, and the willing wine industry, Jinseed Liquor also started to launch the new “pure seed” of Guangping Liquor, locking the price band of 48-99 yuan.For a time, the high-line light bottle wine market was full of smoke.Some analysts believe that the polished wine market has been upgraded, and the price ceiling has been further increased, so it continues to attract big brands into the game.The high-end light bottle of wine in the price range of 30 to 100 yuan has a very high anti-risk period and ability, which is a very important strategic choice for companies, distributors, terminal vendors, and wine industry partners.The price band upgrade has news that from May 15, the factory price of Xifeng wine green bottled series will be increased by more than 20%, and the terminal supply price will be increased by 25% -30% simultaneously.To proceed, the Xifeng Wine Propaganda Department responded to the sauna on May 11th. Yewang said that no price adjustment documents have been seen yet, but some product prices will indeed be adjusted.Sauna, Yewang noticed that the unit weight of the 55 degree 500ml high neck green bottle Xifeng currently sold on the e-commerce platform is between 39 yuan and 50 yuan.If the price adjustment is true, the retail price of the green bottle Xifeng will be expected to exceed 50 yuan, enter the ranks of high-line bottle wine, and ushered in a positive competition with Bofen in the price band.From April 1, the supply price of the 53-degree glass Fen terminal produced by Shanxi Fenjiu was raised from 480 yuan / piece to 504 yuan / piece, and the invoicing was increased by 15 yuan / piece.Regarding the price adjustment of Bofen, Shanxi Fenjiu expressed no comment.According to people familiar with the matter, as a representative of the high-end light bottle of wine, the market price of Bofen in supermarkets and convenience stores has been maintained at more than 40 yuan per bottle per year. The catering channels have decreased slightly, but there are only more than 50 yuan.Sell.According to wine industry analyst Cai Xuefei, this round of light bottle wine price increase is in line with the general trend of Chinese liquor branding and quality, that is, “removing packaging and drinking good wine” to improve product cost performance.Before 2017, bare bottle wine was once synonymous with “low-end” and “cheap” in the liquor industry. The retail prices of products such as old village heads and Longjiang homes hovered below 10 yuan for a long time., Niulanshan and other products are concentrated in the 20 yuan range.Today, the brand of polished wine has been upgraded, and the low-end products below 10 yuan have basically disappeared. The mainstream of light wine is concentrated in the price band of 16-22 yuan, and the high-end products of 28-35 yuan have appeared.It appeared that it could be sold for dozens of yuan and more than one hundred yuan. “All the big factories are making bare bottle wine, and many small factory products such as black land and Longjiang homes are basically gone.”” Big brands join the ranks of high-line Guangping liquor In fact, Niulan Mountain, which has always focused on the positioning of “civil wine”, has helped the parent company Shunxin Agriculture achieve the goal of tens of billions of revenue in liquor, making it chasing high-end in recent yearsRegional wine companies in the sub-high-end market see another possibility.The rising price ceiling is attracting more brands to join the ranks of high-line bottle wine.As early as 2018, Wuliangye launched the high-end light bottle wine product “Youji Jinzun”, which focuses on the group purchase and self-drinking markets.In 2019, Luzhou Laojiao’s first high-line light bottle wine “white bottle” was launched on Tmall Mall, with a unit number of up to 298 yuan; in October of the same year, Shede Winery also launched the first high-line light bottle wine-Tuo brand premium T68,The retail price is set at 68 yuan.On April 30 this year, the gold seed wine antique “seed pure” high-line smooth bottle wine online conference, locking the 48-99 yuan price band.Not long ago, Golden Seed Wine has launched the high-line light bottle wine product “Yingzhou Purity”, which focuses on the concepts of “pure grain wine” and “zero addition”.Li Zhenjiang, a partner of Beijing Hejun Consulting and the general manager of the wine business department, analyzed and pointed out at the golden seed wine conference that the light bottle wine in the price range of 30 yuan to 100 yuan has a high anti-risk cycle and ability, even in the impact of the epidemic.The market will continue to grow, and it is expected to exceed 80 billion on the basis of a market size of 60 billion.High-line smooth bottle wine is a very important strategic choice for enterprises, distributors, terminal vendors, and wine industry partners.Shunxin Agriculture also said in the financial report that 2019 is a year of rapid development of the liquor industry.From the perspective of the competitive landscape, it shows a “dual strong middle weak” situation, that is, the volume and price of high-end wine and civilian wine have both increased, and the competitive advantage has been strengthened, while the performance of sub-high-end and middle-end wine is relatively weak.From the perspective of price strategy, while major wine companies are consolidating the main price products, they have penetrated into various price ranges and strived to achieve full coverage.Guangping Liquor Boosts the National Layout of Liquor Enterprises Cai Xuefei believes that Guangping Liquor helps regional wine companies such as Niulanshan, Fenjiu, and Xifeng carry out a nationwide layout.”Glass bottle wine is a historic product of these brands, with obvious corporate history and brand characteristics, and it is the most effective way to make a point breakthrough under the circumstances that high-end products are difficult to break through.At present, the price of the conversion liquor industry is rising, the market growth cycle is getting longer and longer, and the requirements for brands are becoming higher and higher. The cost of trial and error for high-line light bottle wine is low, and market breakthroughs are easier to make.”Shunxin Agriculture’s previous financial reports show that the Niulanshan series began regional expansion as early as 2013. The marketing methods of” ordinary promotion + free display cabinets “mainly focused on the third- and fourth-tier markets.In 2017, the operating income of Shunxin agricultural liquor industry was 64.51 trillion US dollars, an annual increase of 23.95%, 100 million yuan market has been formed in 18 provincial regions including Hebei, Inner Mongolia and Jiangsu.In 2018, Shunxin liquor sales revenue reached 92.7.8 billion, an annual increase of 43.82%.In 2019, Shunxin liquor revenue reached 102.8.9 billion, an increase of 10 in ten years.91%, the market share of foreign ports further increased.As the major liquor companies in the northwest region, Shanxi Fenjiu and Xifeng Liquor also set national targets in 2019, with their mid-to-high-end products Qinghuafen and Hongxifeng as their core strategic products.In the eyes of a senior person, core products are important, but Bofen also promotes the national layout of Fenjiu.”High-end wines are generally limited to large-scale tobacco hotel sales, while the price of glass Fen is low, and it gradually belongs to the list of fast-moving consumer goods.And through Fenjiu, Xifeng went south, big brands entered the high-line smooth bottle wine market one after another, and Niulanshan’s “first folk wine” is facing more competitive pressure.Despite entering 10 billion biology, Shunxin Agriculture’s gross profit margin has continued to decline in the past three years, and operating costs have also increased.Cai Xuefei believes that the biggest problem of Guangping Liquor is that if it is improperly operated, it is easy to cause the low-end image of the brand to solidify, so the current priority of Niulanshan is how to upgrade the product after achieving a market breakthrough.”In recent years, Niulanshan has successively launched upgraded products such as” Golden Bull “,” Jinniu “and” Quebec “, and the market response has been okay. After all, Niulanshan has a large plate and many consumer groups.”Sauna, Ye net Guo Tie pictures Taobao page screenshot editor Xu Jingjing proofreading Li Xiangling