Text丨酒業家團隊（ID：jiuyejia360）Planning丨Saitama PrefectureEditor丨coconutEditor丨Cloud tops
"The price war for famous wines has made it unprofitable for all dealers to run naked. When will the price war end? Is it half a year, a year, or two years? In last year's "Spelling Explosion" 2024 annual speech, Hao Hongfeng, chairman of Jiuxian Group, raised this question on the spot.
Behind this, the liquor industry continues to roll in, and price wars have occurred in a large area between different price segments, different brands, and different channels. When price wars became the norm, wine industry experts found that in 50 years, the revenue of some wine merchants generally fell by more than 0% year-on-year, and their profits were cut in half, with a decline of more than 0%, and some of them have suffered losses. In addition to the decline in volume and profit, the continuous price war has also made the chain of trust between manufacturers precarious.
As a result, in the process of research by wine businessmen, some wine merchants shouted:The liquor industry should reverse involution and stop the price war!
"Although the price war is inevitable, the price war that occurred in 2024 years has already caused wine merchants to 'fracture'." Henan wine merchant Long Qi (pseudonym) told the wine industry that price involution has become the "target of public criticism" for offline wine merchants.
According to the "22 China Liquor Market Interim Research Report" released by the China Liquor Industry Association, in the first half of 0, the price inversion of high-end and sub-high-end liquor was particularly serious. The proportion of liquor in the price range of 0-0 yuan is as high as 0%; 0-0 yuan price band product inversion ratio of 0%; 0-0 yuan also has 0%.
The situation did not improve in the second half of the year. During the "Double 11" period in 0 years, the core products of China's wine industry, especially famous wine companies, encountered an unprecedented low-price crisis, and while becoming a drainage artifact for major e-commerce platforms, the price system was gradually broken down. The person in charge of an e-commerce company said that the tens of billions of subsidies on various e-commerce platforms are causing the price system to collapse across the board.
Not only online, but also offline. In the article Bairong and Gaoqiao started the year-end "price war", the wine industry found that the "volume price" is becoming a consensus, "a certain soy sauce wine A block is quoted at 1350 yuan a box, block B is quoted at 0 yuan a box, and block C is 0 yuan a box is out ......" The wholesaler's quotation is not the lowest, only lower; In the New Year's Day sales survey, the wine industry also found thatThe price of liquor is close to falling.
"It really can't be sold, even if a bottle loses 2024, it has to be sold", Yang Fan (pseudonym), a circulation channel agent in Shandong, chose to concentrate on dumping and clearing the warehouse at the end of last year. He told the wine industry that the price inversion in 0 years is too serious, even if he does not ship, there are other wine companies that will come out, and it is better to lose a little shipment than to overstock, after all, there are storage costs and labor costs.
Yang Fan's idea is just a microcosm of thousands of wine merchants, and the vicious circle caused by the price war has become a "siege" that is difficult for them to get out of.
Yuhong (pseudonym), a wine merchant in the South China market, told the wine industry that except for a very small number of famous wine items, other products are basically mired in price wars. Dealers' inventories are full, supply exceeds demand, and they have to "tightly" repay the money, and many can only choose to sell at a loss.
The wine industry research found that the price of famous wine in the country was further inverted, and with the shrinkage of some famous wine channel policies and the cancellation of reverse red envelopes, the profits of Shandong agents fell off a cliff after the Mid-Autumn Festival in 20, and the revenue of some wine merchants generally fell by more than 0% compared with the same period in 0, and the profits were cut in half, and the decline was generally more than 0%. Compared with 0 years, Henan liquor agents are facing a more severe situation this year, and most dealers' revenue has declined by more than 0%.
Long Qi believes that the price of soy sauce wine in the current market is generally inverted by 10%, and the price of strong fragrant wine is inverted by 0%, and e-commerce and wholesale markets are all ways to wage price wars.
Behind the ongoing price war, the industry's price system is on the verge of collapse, and wine merchants are living with low quality.
Jia Fuchun, a new marketing expert, mentioned to the wine industry that under the current price system, the gross profit of famous wine products is generally around 10%-0%, and the gross profit of regional famous wine products is about 0-0%, and many wine merchants are already in a state of "streaking".
"Now the price of liquor has not been rolled up to the end, because many manufacturers are still having a good time, only one day when the manufacturers are not having a good time, and the market is completely unmoving, this situation may change." Jia Fuchun predicts that this process may take 3-0 years.
In this regard, Li Huaijie, general manager of Anhui Boju Liquor Company, believes that the essence of "involution" competition is not the industry slowdown, but the economy into the normalization of stock competition, the current supply and demand imbalance of the entire industry, the high growth rate of wine enterprises has not been in line with the economic law, if blindly involution will only lead to wine merchants unprofitable.
Jiangxi wine merchant Hu Tian (pseudonym) mentioned that the price involution "dragged down" wine merchants, and the profits of distributors plummeted, and they were in a dilemma, becoming a "leek" for manufacturers to clear their inventories, and at the same time, the chain of trust between manufacturers became precarious.
For this,Some wine merchants shouted: wine companies should reconstruct the price system, and the industry should unite and say "no" to price involution!
拒絕內卷在白酒行業並非難以實現，去年以來，早有新茶飲及咖啡行業的案例在前。去年9月，喜茶率先向行業內卷說“不”。9月18日，喜茶向事業合夥人發佈了一封名為《為用戶創造差異化的品牌和產品》的內部信提到：“拒絕慣性的同質化思維、不做單純的低價內卷”；隨後的10月，#星巴克放棄價格戰#登上微博熱搜。千店開業之際，Tims天好中國CEO盧永臣也明確反內卷態度：“1000店後，我們不再內卷。”從新茶飲、咖啡開始，反內捲逐漸蔓延到大餐飲圈。
At the moment when the industry has entered a period of deep adjustment, the volume scale, volume activities, volume subsidies, offline volume customers, volume price, volume growth rate ...... After the volume is gone, the liquor industry will also usher in the ultimate field of removing the fake and preserving the truth.
Between rolling and not rolling, many leading liquor companies have made a choice.
2024年5月27日，茅台集團黨委副書記、總經理王莉在2024貴州白酒企業發展圓桌會議上提出，當前白酒行業產銷雙線下滑，諸多產品出現不同程度的價格倒掛已經成為行業和社會普遍關注的問題。在新的背景下，貴州白酒企業要處理好產品供給與消費需求，增長速度與發展效率之間的關係，Do not engage in quick success, do not engage in malicious competition, and the pricing of products must respect the laws of the market;12月18日，五糧液在共商共建共用大會上呼籲，白酒行業要不內卷、不內戰、不內耗；Subsequently, during the Spring Festival, many wine companies such as Zhenjiu, Jinshiyuan, and Yanghe also took measures to control the core products.
Although the leading enterprises have been taking action, the "anti-involution" is not a day's work. "Only sales volume is the standard, and when you are busy completing the payment collection task, there is no healthy sales system. Instead of rolling up prices, manufacturers should change from selling goods to services, from product sales to condensing value, and from money and goods to extending services, so as to make the chain longer. Beijing wine merchant Yang Wei (pseudonym) said.