New Mid -Autumn Festival near the liquor market has a new movement high -end selling better low -end offline to encounter cold

The traditional peak season of liquor is coming. The market on the eve of the Mid -Autumn Festival is not as hot as before, and it is slightly deserted.

"Securities Daily" reporter recently learned that some interviewed dealers reported that liquor sales of liquor on the eve of the Mid -Autumn Festival this year were not as good as the same period last year. Essence

"Middle and high -end liquor products are mainly targeted at business banquets and gift markets. During the Mid -Autumn Festival and National Day, they are in need, and the demand is relatively stable. However, due to the impact of the epidemic, the catering industry's operations have been greatly affected. At the same time, related product distribution channels have also been limited. "Cai Xuefei, general manager of Zhi Qi Consulting, told the Securities Daily reporter.

Anxin Securities Research Report believes that from the perspective of industry competition, the impact of the epidemic has slowed down the sales of the terminal, the industry inventory is concentrated on the channel, and the overall destocking of the industry or the increase in sales costs increase. Affected by the epidemic, the sales of liquor in the first half of this year were weak, and Mid -Autumn Festival became an important moment to determine the annual sales performance.

Baijiu market high and low -end brands

Persistently differentiated

The owner of a tobacco and alcohol retail store in Fengtai District, Beijing told the "Securities Daily" reporter, "Because the pressure in the first half of the year is relatively serious, this year's Mid -Autumn Festival is only a clear inventory, and it is not specially prepared as in previous years. , Low -end wine can't be sold. "

"We mainly sell high -end liquor such as Wuliangye and Luzhou Laojiao. The current sales situation is okay, but it is not as good as last year. This year, there is no stock in the Mid -Autumn Festival. If the customer places more, contact the manufacturer to replenish it at any time." Sales staff on the store told the Securities Daily reporter.

Sales staff of a Moutai specialized store told reporters that Moutai's sales are OK. Recently, old customers are placing an order, and the price is one price a day. In 2022, the 53 -degree flying Moutai now rose to 3100 yuan/bottle.

In addition to some liquor stores, "Securities Daily" reporters have recently visited Wood Supermarket and Yonghui Supermarket. The reporter noticed that the number of offline purchases of liquor was very low. According to the wine promoter, before the Mid -Autumn Festival, the supermarket conducted a promotional activity for some drinks, but there were not many people who came to buy.

So, what is the sales of liquor in other areas? Li Wei, a liquor dealer in Henan Province, believes that the overall wine sales this year are not as good as the same period last year. "This year's retail retail has shrunk significantly, and there are very few loose customers. Basically, they depend on old customer groups, but the number of group purchases has decreased compared to previous years."

The owner of the liquor store in Furong District, Changsha City told the "Securities Daily" reporter, "From the perspective of sales, the products with good sales are mostly high -end liquor, and the sales of low -end liquor are bleak."

"Many big customers have significantly increased the number of wines, and some big customers have canceled the purchase of alcohol group for various reasons." A Jinan liquor dealer revealed to reporters.

Regarding the above phenomenon, Xiao Zhuqing, chairman of Wuhan Jingkui Technology Co., Ltd., said in an interview with the Securities Daily that in the first half of this year, most liquor brands were unsatisfactory. At present, the channel warehouses at all levels of liquor have formed a huge "dammed lake", and some channel terminals have begun to pursue thin profits and even losing money.

Liquor industry

In the destocking stage

According to past conventions, before the coming of the Mid -Autumn Festival and National Day consumption season, famous wine manufacturers will have a wave of price increases, but this year's wine companies have "lost their voice" and did not increase the price as in previous years.

Some liquor dealers told the "Securities Daily" reporter that the price increase of liquor this year has lost its market foundation, and everyone is more cautious in consumption.

"In the first half of this year, the sales situation of liquor was not satisfactory, and the market and channel demand was insufficient. If the price increase, it would be not conducive to the sales of liquor." Hebei liquor dealer Li Li said.

Regarding the reasons why the liquor price of liquor in the Mid -Autumn Festival this year, Cai Xuefei said that first, the price increase cycle of the Chinese liquor industry began in 2016, and it has stopped in the second half of 2021. At present At the stage of growth; second, most wine companies have completed the product price upgrade. In the context of the epidemic, wine companies are mainly in the early digestive price increase. Differentiated, compared with price upgrades, companies focus more on scale and market expansion.

Yang Bo, deputy dean of the East High -tech Investment Research Institute, told a reporter from the Securities Daily that the impact of the epidemic has caused the consumption level to decrease and the liquor consumption scenario decreased. Therefore, the price increase in the liquor industry is unsustainable. The entire liquor industry is in the destocking stage.

It is worth noting that the performance of liquor listed companies in the first half of the year is better. Choice data shows that in the first half of this year, 20 A -share liquor companies achieved a total of 185.35 billion yuan in revenue, an increase of 15.9%over the same period last year; the total net profit was 70.136 billion yuan, an increase of 21.3%compared with the same period last year.

(Editor in charge: Zhang Ziyi)

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