Langeo market explore: Dimension stagnation channel inventory High -end brand "price inverted" is obvious

Wen | Wang He Feng Yuyao

Summer is the off -season of liquor sales, and this summer is even more sad for wine merchants. On June 27, a reporter from "Securities Daily" visited a number of business super and tobacco hotels in Haidian District, Beijing. Essence In addition, many terminals have taken more goods and opened promotional activities. The owner of a cigarette hotel recently said to the Securities Daily reporter who said helplessly that the cigarette hotel's goods are not easy to sell now. The guidance price of a brand of wine is 1400 yuan/bottle. Now the channels are sold for 800 yuan/bottle. The channel inventory is too much, and the off -season cannot move. They all occupy the funds of channel dealers. Now the store dare not collect alcohol. The above -mentioned wine is a thousand yuan item launched by a wine company. Like the wine, some dealers revealed to reporters: "In the main sales provinces such as white wines such as Guangdong, Shandong, and Henan, some dealers and operators have begun to have low prices at low prices. Throw the goods and return funds. " , Social inventory is higher; second, in order to complete the annual sales goals of the year, the wineries will press the goods to the channel merchants. In order to keep the distribution right, some agents can only be helplessly compromised according to the agreement. The consumption scenario is reduced, and the agent cannot ship in time after the purchase, which leads to the increase in inventory pressure. "Xiao Zhuqing, the chairman of the wine industry and the chairman of Wuhan Jingkui Technology Co., Ltd., preached to the Securities Daily reporter. Channel merchants: Some liquor cannot be sold. According to reporters from the dealers or agents, the current slowdown in the sales of liquor terminals and the backlog of backlogs has become a major "problem" facing many channel vendors. "Taking the sauce type as an example, the inventory of the backlog in the brand of the brand or agent this year is at least 70%higher than in previous years." Mood, this year liquor is really difficult to sell. "Especially the consumption rate of high -end liquor has weakened significantly compared to previous years, and even below the same period when the epidemic occurred in 2020." "High -end liquor consumption is cold, starting from March, then the epidemic began to spread to Shanghai, and then in Beijing. Large cities are more repeated, and these first -tier cities themselves are the main sales places for high -end liquor. The consumption scenarios under the epidemic disappear and stack the insufficient social spending power, resulting in a poor sales rate of high -end liquor. "Wang Jianjun said that compared with high -end, low -end liquor in low -end liquor The consumption is better. "Although it has also been impacted, for ordinary people, a bottle of low -end liquor is priced at more than 100 yuan or about 200 yuan, and even rations of about tens of yuan are limited." Very serious, some small and medium -sized agents and OEMs have huge pressure on inventory, and they can't throw them out at low prices. "Wang Jianjun further admitted to reporters. Qian Yongsheng, the general manager of Guangdong Yuepinhui Trading Co., Ltd., who also engaged in liquor agent, told the Securities Daily reporter: "The current sales of liquor in the off -season are in the off -season, and the sales situation is equivalent to only one -third of the peak season. Regarding, the sales of high -end liquor this year have indeed declined. "Wang Jianjun believes that before the arrival of the Mid -Autumn Festival and National Day this year, the national liquor sales will not be particularly ideal. "Not only the impact of the epidemic and the downward settlement of the economic growth, but also the hot weather factors in the south and the hot weather in the north this year, it also has a significant impact on liquor sales." Northern consumers have love to drink low and drink low low. The habit of liquor, it is estimated that this summer is not easy to sell. "However, in the view of Qian Yongsheng, although the overall performance of liquor sales this year is not good, he is still optimistic." As the epidemic relieves, various business activities, banquets, and gatherings such as consumer scenes will be restored. Essence And in terms of inventory, we follow the stable route. According to our own sales network and channel digestive capacity, we will do the annual purchase deployment. Within the reasonable range of control. "Terminal:" Inside the price "appears in a business super," Securities Daily "reporter also saw that the liquor sales zone was hung with liquor reduction activities. The price reduction range ranged from 30 yuan to 200 yuan. Or buy more rebate activities. If there is an event label, it says: "Every time you buy two bottles of 52 degrees of water wells, 40 yuan will be given to add 100ml small wine bottle. "" Now the goods are not easy to sell. Compared with the Mid -Autumn Festival and National Day, it is very cost -effective to buy wine now. There are many promotional activities and strong strength. "The salesperson of the sales area told the Securities Daily reporter. It was introduced to a reporter's" China Shipping Fishing Taiwan Wine "(500ml) to be priced at 788 yuan/bottle, and it is understood that this wine retail for retail The price is 1199 yuan/bottle. Slow -selling stagnation and high inventory directly leads to the phenomenon of "inverted prices" in the terminal. "It is also very serious." Baijiu inventory is huge, and liquor brands with unstable channels of channels are likely to be too demands, prices fall, and even appear 'price inverted', which in turn reduces the profits of channel merchants. "Xiao Zhuqing said that" inverted price "will affect the life cycle of the liquor brand." Because the channel is unwilling to sell, the channel sells this product is small or does not make money, it may abandon this product. Essence

"At the same time, Xiao Zhuqing admits that the current high wine inventory will also accelerate the differentiation of the liquor industry." Those brand power, good consumer experience and brand IP, and the core base market and complete sales service system, can be actively active by consumers, can be proactive of consumers.The approved liquor brand inventory will digest very fast, and the white wine brand with unstable price will have a long digestive time.Consumers are willing to buy a channel and willing to sell. Consumers are willing to buy it. They must be worthy of money, and channels are willing to sell. It must be a price difference."Recommended reading

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