According to the usual practice, the Mid-Autumn Festival and the Spring Festival are the two nodes of the price increase in the liquor industry; every festival must rise and it seems that it has become an unwritten rule in the liquor market. At the end of August, Yibin Wuliangye Co., Ltd. issued an announcement stating: The company has decided to make appropriate adjustments to the factory supply price of “Wuliangye†wine products since September 10, 2011, and the increase rate is about 20% to 30%. The Wuliangye market retail price may break thousands for the first time, breaking the pattern of Maotai’s independence of the thousand yuan market.
Wuliangye price rise is a return to value It is understood that the current 52-degree crystal bottle Wuliangye ex-factory price is 509 yuan / bottle, according to the announcement of the 20% to 30% increase in the price to calculate, this time after the increase in the ex-factory price will be 610.8 yuan/bottle to 661.7 yuan/bottle, if the retail price is also adjusted according to the corresponding range, the market retail price will be between 1029.6 yuan/bottle to 1115.4 yuan/bottle, and the price of Wuliangye may break 1,000 for the first time, breaking Maotai independence. Enjoy the market pattern of thousands of dollars. “Liquor prices have recently risen overall. Compared with other brands, Wuliangye prices have been dragged on and on. They have long suffered from rising costs and other pressures. At the same time, the contradiction between supply and demand is prominent. The price increase is the return of Wuliangye's value. The necessary methods to solve the current contradiction between supply and demand." The relevant person in charge of the public relations department of Wuliangye Group has said to the media.
Wuliangye price adjustment in line with industry expectations CIC consultant food industry researcher Zhou Siran believes that, as we all know, the liquor industry has huge profit margins. The data shows that in the past five years, the profits of the liquor industry have grown at an average annual rate of 50%, and the annual growth rate of the profits of liquor products reached 60. %, 2010 Wuliangye sales gross margin reached 68.7%. Relative to the high profit and high growth of Wuliangye, the effect of rising raw material, labor, and transportation costs is less effective, and price increase is not inevitable. However, in view of the price hikes of Maotai and Wuliangye in recent years, the practice of increasing prices once a year has already been established. This price increase is Wuliangye's first public price increase in 2011, which is in line with industry expectations.
The competition for high-end liquor depends on the brand Since the beginning of this year, news on the price increase of liquor has emerged one after another. On January 1, Moutai officially raised the ex-factory price of Maotai at 53 degrees from 499 yuan to 619 yuan per bottle. In March, the ex-factory price of Gujing tribute wine Guyou elegant series and Gujing distillery year was increased by 3%. To 25%, then, Shanxi Fenjiu also raised its price of wine by 10% to 20%. From 2006 onwards, high-end white spirits have maintained a price increase of one or two times per year, which has also made it easier for some liquor brands to enter the “thousands of yuan†in a short period of time.
For the high-end liquor dispute, in the end is the price is important or important brand? Zhou Siran stated that the competition for high-end liquor depends mainly on brand competition, and the brand value can only be reflected in the form of price. As high-end liquor is used for group purchase, military procurement and other channels, its consumer groups are mainly concentrated in the affluent, high-end and other groups, such groups value the brand image and popularity, as for price, then second. Therefore, the brand determines the market sales of high-end liquor, and the higher the brand value, the higher the product price is to follow the market rules.
The wine price war will not stop. For the middle-to-high-end liquor, the price war ratio is “the price of the family is highâ€. This is particularly evident between some regional strong brands and old wine enterprises, showing a “price increase following effect". The price war is not downward, but upward, and the price is higher.
“As long as there is competition, this price war will not stop. At present, liquor companies such as Maotai and Wuliangye have performed well, with high brand influence and appeal. They have unique and innovative main products. They are evenly matched to each other and have their own advantages, and they cannot mutually stand above each other, which means that their competition will continue to continue, coupled with insufficient production capacity of high-end liquor such as Maotai, and the tight supply and demand situation has given these liquor products. There is still room for price increases and the price increase has not yet reached the ceiling." Zhou Siran said.
Wuliangye price rise is a return to value It is understood that the current 52-degree crystal bottle Wuliangye ex-factory price is 509 yuan / bottle, according to the announcement of the 20% to 30% increase in the price to calculate, this time after the increase in the ex-factory price will be 610.8 yuan/bottle to 661.7 yuan/bottle, if the retail price is also adjusted according to the corresponding range, the market retail price will be between 1029.6 yuan/bottle to 1115.4 yuan/bottle, and the price of Wuliangye may break 1,000 for the first time, breaking Maotai independence. Enjoy the market pattern of thousands of dollars. “Liquor prices have recently risen overall. Compared with other brands, Wuliangye prices have been dragged on and on. They have long suffered from rising costs and other pressures. At the same time, the contradiction between supply and demand is prominent. The price increase is the return of Wuliangye's value. The necessary methods to solve the current contradiction between supply and demand." The relevant person in charge of the public relations department of Wuliangye Group has said to the media.
Wuliangye price adjustment in line with industry expectations CIC consultant food industry researcher Zhou Siran believes that, as we all know, the liquor industry has huge profit margins. The data shows that in the past five years, the profits of the liquor industry have grown at an average annual rate of 50%, and the annual growth rate of the profits of liquor products reached 60. %, 2010 Wuliangye sales gross margin reached 68.7%. Relative to the high profit and high growth of Wuliangye, the effect of rising raw material, labor, and transportation costs is less effective, and price increase is not inevitable. However, in view of the price hikes of Maotai and Wuliangye in recent years, the practice of increasing prices once a year has already been established. This price increase is Wuliangye's first public price increase in 2011, which is in line with industry expectations.
The competition for high-end liquor depends on the brand Since the beginning of this year, news on the price increase of liquor has emerged one after another. On January 1, Moutai officially raised the ex-factory price of Maotai at 53 degrees from 499 yuan to 619 yuan per bottle. In March, the ex-factory price of Gujing tribute wine Guyou elegant series and Gujing distillery year was increased by 3%. To 25%, then, Shanxi Fenjiu also raised its price of wine by 10% to 20%. From 2006 onwards, high-end white spirits have maintained a price increase of one or two times per year, which has also made it easier for some liquor brands to enter the “thousands of yuan†in a short period of time.
For the high-end liquor dispute, in the end is the price is important or important brand? Zhou Siran stated that the competition for high-end liquor depends mainly on brand competition, and the brand value can only be reflected in the form of price. As high-end liquor is used for group purchase, military procurement and other channels, its consumer groups are mainly concentrated in the affluent, high-end and other groups, such groups value the brand image and popularity, as for price, then second. Therefore, the brand determines the market sales of high-end liquor, and the higher the brand value, the higher the product price is to follow the market rules.
The wine price war will not stop. For the middle-to-high-end liquor, the price war ratio is “the price of the family is highâ€. This is particularly evident between some regional strong brands and old wine enterprises, showing a “price increase following effect". The price war is not downward, but upward, and the price is higher.
“As long as there is competition, this price war will not stop. At present, liquor companies such as Maotai and Wuliangye have performed well, with high brand influence and appeal. They have unique and innovative main products. They are evenly matched to each other and have their own advantages, and they cannot mutually stand above each other, which means that their competition will continue to continue, coupled with insufficient production capacity of high-end liquor such as Maotai, and the tight supply and demand situation has given these liquor products. There is still room for price increases and the price increase has not yet reached the ceiling." Zhou Siran said.
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