In China, baijiu is a product familiar to all young and old. The liquor products in TV advertisements are always high-end and atmospheric, and the daily liquor appears in various scenes, so everyone always holds an optimistic attitude toward liquor marketing.
Just think about it, you can not drink drinks, but on the holidays, do not drink white wine, it is not justifiable? You don't have to get married and have kids, but when you go to a wedding, you always see white wine on the table, right? You may not like to drink baijiu, but the first choice when giving gifts to elders is often baijiu?
So no matter how we look at it, baijiu is ubiquitous in our life. The head enterprise of liquor, almost every year in incremental profit, looks like a good trend.
But the epidemic years, liquor seems to have changed. According to the data of the China Wine Association, in the first half of 2022, the total output of liquor enterprises above designated size in the country reached 375.09 million liters, an increase of 0.42%; The sales revenue reached 343.657 billion yuan, an increase of 16.51%; The total profit reached 136.67 billion yuan, an increase of 34.64%.
The liquor industry still maintained a relatively stable growth in revenue and net profit, but the number of losses of liquor enterprises above scale reached 190, accounting for 19.77%. The cumulative loss of loss-making enterprises reached 1.341 billion yuan, an increase of 65.03%.
1. Changes in consumer purchasing behavior
At the same time, due to the impact of the epidemic for several years, consumers' consumption habits and behaviors have also changed greatly.
Once liquor can be said to be the more expensive the better to sell, especially the products of the head wine company, the higher the price of sales, the better, the higher the annual income. In terms of the data in 2022, the head wine enterprises priced thousands of sauce wine products, the sales volume was 38,000 tons, the annual revenue was 107.8 billion, and the gross profit margin was 94.2%. The price of a few hundred yuan of products, sales in 30,000 tons, revenue is 15.94 billion yuan, gross profit margin of 77.2%.
After the epidemic, because the market economy is in a state of volatility, the concept of rational consumption has gradually returned. When consumers make purchases, they will first consider the practicality and necessity of the product.
Specifically, the common application scenario of ordinary liquor is in a variety of banquets, such as wedding banquets, or daily family banquets. Under the epidemic, a large number of banquets have been canceled, and liquor naturally has no use. Small bottles of liquor or slightly lower priced small wine, the application scenario is also biased towards daily gatherings or drinks, for the same reason, the scene can not be achieved.
High-end liquor is different, especially high-quality liquor, the original intention of consumers is not to drink it themselves, but to put it in the right scene as a reception, or as a collection gift.
Therefore, for consumers who have the need to consume, the application scenario of liquor has changed and restricted, coupled with changes in the market economy, consumers naturally began to rational consumption. For consumers with business scenarios, they will still choose to buy high-quality liquor.
2. Social attributes of high-quality liquor
The higher the quality and price of liquor, the stronger the social attributes.
As a business reception, high-quality liquor can be an adjustment of the atmosphere, can also be a close distance, and is also a performance of etiquette. When given as a gift, high-quality liquor can also be used as a reflection of the degree of attention. Of course, when tasting wine on the right occasion, it is not only a symbol of taste, but also a performance of relationships and circles.
Baijiu already carries culture and history, and the complicated brewing process and time precipitation make baijiu have a unique charm, which is many foreign wine can not reach. Even if the consumption concept of consumers is different due to the epidemic and market changes, the status and value of liquor is still very high.
In the marketing scene, the social nature of baijiu has become stronger. According to the White Paper on Consumption of China's liquor Industry in 2023, today's liquor consumers, the post-80s and post-90s groups have increased significantly, no matter which type and stage of liquor, in the contemporary cultural integration of the society, have different social functions.
The original marketing scene spread for many years, I believe that with the stability of the market economy, it will gradually recover. Therefore, for the future of liquor, we always have a positive attitude to the market to further prove.
Guiliang Wine Group is a strong, committed to high-quality liquor brewing, development, operation as one of the large wine group, by a number of consortiums jointly restructured.
Adhering to the historical evolution of more than 60 years, the group has been deeply engaged in the field of liquor for more than 20 years, combining Chinese traditional culture and liquor heritage, adhering to the traditional and unique brewing process, and carefully building a high-end liquor brand in China.
Guizhuang Wine Group adheres to traditional culture as the support, excellent quality as the core, health and environmental protection as the development, and digital marketing as the system, and strives to build a sustainable, stable and high-quality enterprise.
Just imagine, you can not drink drinks, but don't drink Baijiu on New Year's Day, doesn't it make sense? You can not get married and have children, but when you go to other people's weddings, you will always see a white bar at the banquet? You may not like drinking Baijiu, but white bars are often the first choice when giving gifts to elders?
So no matter what you look at, Baijiu is ubiquitous in our life. The leading enterprises of Baijiu are making incremental profits almost every year, which seems to be in a good trend.
However, Baijiu seems to have changed in recent years. According to the data of China Alcohol Industry Association, in the first half of 1100011/span>9202299, Baijiu enterprises above the national scale achieved a total liquor production of 9375.99999 million kiloliters, Year-on-year growth of 9011span style="font family: Calibri;" >0.42% 9011span style="font family: Tahoma;" >; Achieved sales revenue of 9343.57999; The total profit achieved was 91366.7999. 9
Baijiu industry still maintained a relatively stable growth in revenue and net profit, but the number of losses of Baijiu enterprises above designated size reached 91909, Proportion 919.77% 9. The cumulative loss of loss making enterprises reached 913.419999. 9
1.9Consumer purchasing behavior changes 99
Due to the impact of the epidemic in recent years, consumer consumption habits and behaviors have also undergone significant changes. 9
Baijiu used to be that the more expensive the liquor, the better it sold. Especially for the products of leading liquor companies, the higher the price, the better the sales volume and the higher the annual income. Based on the data from 92022900011/span>994.2% 9011span style="font family: Calibri;" >911. And for products priced at a few hundred yuan, the sales volume is 11000.99 million tons, but the revenue is 11000.99 billion yuan, The gross profit margin is 977.2% 9. 9
After the epidemic, due to the fluctuating market economy, the concept of rational consumption has gradually returned. When consumers make purchases, they first consider the practicality and necessity of the product.
Specifically, the common application scenarios of ordinary Baijiu are at various banquets, such as wedding and birthday parties, or daily family dinners. Under the epidemic situation, the banquets were cancelled in large numbers, and Baijiu naturally had no use. For small bottles of Baijiu or slightly lower priced small wine, the application scenario also tends to daily gatherings or small drinks. For the same reason, the scenario cannot be realized.
High end Baijiu is different, especially high quality Baijiu. Consumers don't buy it for themselves, but put it in a suitable scene for entertainment or as a gift for collection.
Therefore, for consumers who need to consume, the application scenarios of Baijiu have changed and been restricted. In addition to the changes in the market economy, consumers naturally began to consume rationally. For consumers with business scenarios, they will still choose to buy high-quality Baijiu.
<-- [if! SupportLists] -->2. <-- [endif] -->9 Social attributes of high-quality Baijiu 9
The higher the quality and price of Baijiu, the stronger the social attribute.
As a business entertainment, high-quality Baijiu can adjust the atmosphere, or shorten the distance, which is also a manifestation of etiquette. As a gift, high-quality Baijiu can also reflect the degree of attention. Of course, when tasting wine in appropriate occasions, it is not only a symbol of taste, but also a manifestation of relationships and circles.
Baijiu originally carries culture and history, but complicated brewing technology and time precipitation make Baijiu have a unique flavor, which is beyond the reach of many foreign wines. Even though the consumption concept of consumers has changed due to the epidemic situation and market changes, the status and value of Baijiu are still high.
