The liquor channel has seized the industry's destocking in the industry that the industry is still "stressful" in the industry.

Reporter Wang Hehe

Learr reporter Feng Yuyao

From the month before the Mid -Autumn Festival to before and after National Day, the traditional sales season of liquor is often regarded as liquor, and wine companies have seized the period of dynamic sales window.

On August 23, it was less than 20 days before the Mid -Autumn Festival and more than a month from the National Day. A reporter from the Securities Daily visited a number of offline merchants in Beijing and felt that the Mid -Autumn Festival atmosphere was getting stronger. Moon cakes attract consumers to stop and choose. The liquor with both moon cakes with moon cakes is also placed in the visual center position. The promotion logo is particularly eye -catching.

"This year's Mid -Autumn Festival is relatively high. For some time before the National Day, the promotion of liquor discounts will be a little older than in the past." More. "

In a shopping mall in Haidian District, Beijing, the reporter noticed that the liquor shelves were marked with the latest discount activities. . From August 19th to October 8th, all the cash cash vouchers can be used in a single cash register. "

While offline merchants are superior to the "promotion war", online channels are also acting. The reporter noticed that some liquor dealers launched the "Buy Liquor Moon Cake" in the circle of friends, saying that from August 15th to September 5th, a box of Moutai alcohol -sealing Tibetan V100 presented a box of beautiful hearts. Flowing moon cakes. Searching for "liquor" on online e -commerce platforms such as JD.com and Tmall can also find that the relevant pages have the words "Mid -Autumn Festival".

Some brokerage research report believes that after the trough of the second quarter, the Mid -Autumn Festival policy of wine companies has been landed, channel confidence is enhanced, and payment and stocking is advancing in an orderly manner. The liquor market is expected to usher in a weak recovery. However, some people in the industry admitted in an interview with the Securities Daily that the "double festival" this year's "double festival" may be very limited to liquor consumption. The main beneficiaries are still some first -line wines, and the pressure on the inventory of second- and third -tier wine companies is still there.

Cai Xuefei, an expert in liquor and Zhiqu consulting manager, told the reporter of the Securities Daily, "Mid -Autumn Festival and National Day will indeed increase liquor consumption to a certain extent, but due to the impact of the epidemic and other factors, the increase may be very limited. The main beneficiaries are still some famous wines. It has rigidity in gifts and banquets. "

"The overall consumption situation of liquor in the Mid -Autumn Festival this year is not very optimistic." Wang Jianjun, an expert in liquor marketing, frankly said that due to the epidemic, the consumption scene of liquor is still slow. insufficient.

"Based on multiple factors, this year's" double festival "may be limited to the exfoliation of wine companies." Cai Xuefei told reporters that the growth rate of the liquor industry has slowed down in recent years. The double section "can be resolved in the short term, and it must be discussed from a long way.

According to the "Status and Development Report of the 2022", about 39.7%of the wine merchants in the first half of this year are more than 5 months, and 33.6%of the wine merchants inventory in 3 months to 5 months, and the inventory cycle is obviously extended.

The "Securities Daily" reporter also discovered when visiting the terminal before that many liquor on the market had different degrees of "inverted prices", and some dealers and operators began to throw goods and return funds at low prices.

Judging from the disclosed semi -annual report of wine companies, the inventory pressure faced by some second -tier wine companies has further increased. For example, a semi -annual report data from a wine company shows that the company's inventory in the second quarter of this year reached 2.321 billion yuan, and the number of days of inventory was 1292 days. Compared with 2.197 billion yuan and 926 days in the first quarter.

The wine company stated in the semi -annual report that after years of high -speed development of the liquor industry, the contradictions accumulated in industrial development have further appeared. In the second half of the year, the industry is expected to continue to face the challenges brought about by the epidemic and economic slowdown, the channels for marketing are difficult, the social inventory increases, and the cash flow is tight.

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