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9月酒水客单价提升、名酒销量回暖了吗?
Xin Lang Cai Jing· 2025-10-11 10:30
文 | 趣解商业 刘亮 特约|肖竹青 9月份,受益于国庆、中秋双节的利好,酒水需求尤其是白酒出现短暂回暖,部分中高端产品终端价格实现小 幅回升。 据"飞瓜数据"统计,9月快手平台上800元以上、500-800元、300-500元白酒价格带占品类比例分别为9.72%、 3.20%、11.76%,分别较上月下跌6.51%、1.87%、1.49%;相较之下,100-300元、100元以下白酒价格带9月占 品类比例分别为44.10%、31.23%,分别上涨5.22%、4.66%。 01. 对于快手酒水9月份部分价格带产品客单价上涨、名酒销量回暖,酒业评论人肖竹青认为,快手酒水"客单价 抬升"不等于高端需求全面修复,主要基于三方面: 1、基数低、结构低; 快手酒水消费主力集中在59-109元价格带,即便9月客单价环比提高,也大概率是从"50-80元"升到"100-120 元",仍在大众价位段。 2、用户画像决定天花板; 快手三四线城市及县域用户占比最高,对600元以上真正"高端名酒"的渗透率非常有限。 肖竹青直言,"快手数据适合看中低端消费者行为分析,对高端白酒没有参考意义"。 3、节庆短期脉冲; 9月包含中秋备货,消 ...
2025年酒水代理加盟新趋势:共享酒庄为何成为热门?
Sou Hu Cai Jing· 2025-10-10 07:48
2025 年,酒水市场大变天,再已不再是传统"厂家‑多级经销‑零售"的老旧链条可以撑起的舞台。在风起云涌的变革前线,广东万酒城就像一位热衷探索的 旅人,背着数字化的背包,扛起"共享酒庄"这面新的店幡毅然前行,闯出一片新天地。 过去,想要在酒水行业站稳脚跟,往往需要一次性投入巨额的加盟费、仓储成本和营销预算。很多创业者因为资金链紧绷、渠道不畅而止步不前。与此同 时,消费者的口味变得更碎片化、体验化,传统的线下门店已经难以满足他们随时随地、沉浸式的需求。 有人把传统模式下酒水流通渠道比作是旧时光又长又臭的烂尾巴,确实有一定的道理。传统模式,酒水从酒庄生产出来,往往经过总代、大区代、省代、 市代、区县代,再到乡镇落地店,总共六七层加码环节,哪一层都要利润,每一层都在加价,结果最早的"豆腐"到了消费者手里硬是成了肉价,有的酒甚 至被炒到上千元、几千元,硬是把普普通通的"猪肉"活生生盘成了龙肉价,实在令人望而生畏。 万酒城深谐供应链必须压缩的大义,以消费者为中心,以保障消费者利益为责任。通过全球直采,他们把产品成本压缩掉传统流通渠道的70%,直对终 端,让消费者变成消费商,参与价值分享,大大激发了市场活力。 2023年 ...
酒水销售怎么做?破解市场困局用什么方法
Sou Hu Cai Jing· 2025-10-09 23:56
Core Insights - The article emphasizes the enduring significance of alcohol in human civilization, highlighting its role in various cultural and social contexts throughout history [1] - The global alcoholic beverage market is projected to exceed $2.5 trillion by 2024, with China being the largest consumer market, maintaining a stable trillion-dollar scale [3] - Despite the industry's resilience, traditional sales methods are becoming outdated, leading to confusion among practitioners as consumer preferences shift towards modern retail experiences [5][6] Market Dynamics - The traditional alcohol sales model involves multiple layers of intermediaries, resulting in excessive markups that inflate prices for consumers and reduce profits for retailers [6] - Approximately 70% of the markup in traditional distribution channels is consumed by intermediaries, making it difficult for retailers to maintain profitability [6] Technological Transformation - The introduction of AI and big data into the alcohol industry is revolutionizing sales strategies, allowing for more precise inventory management and customer targeting [8] - Platforms like Wanjium City Shared Winery leverage technology to provide insights into consumer preferences and optimize stock based on predictive analytics [8][10] Economic Equity - The shared winery model addresses the need for equitable growth in the industry, allowing more participants to benefit from the market rather than a select few dominating through traditional channels [10][11] - By eliminating intermediaries, the shared winery model enables consumers to purchase products closer to factory prices, fostering a more inclusive economic environment [11] Success Stories - Numerous entrepreneurs have successfully transformed their businesses by adopting the shared winery model, with some reporting significant increases in daily revenue and customer bases [13] - The model encourages consumer participation in the business, allowing individuals to earn income through sharing and promoting products, aligning with the broader societal goal of shared prosperity [13][15] Future Outlook - The article concludes that the alcohol industry is not declining; rather, it is the sales methods that need to evolve to meet contemporary demands [15] - The integration of technology and equitable business practices is seen as a key to unlocking the potential of the alcohol market, paving the way for a new era of sales strategies [15]
蜜雪冰城进军酒赛道 新茶饮能否拿下消费者的“酒杯”?
Nan Fang Du Shi Bao· 2025-10-09 23:13
除了要承包消费者的奶茶,新茶饮似乎还想拿下消费者的"酒杯"。 国庆长假期间,港股蜜雪集团(即蜜雪冰城)发布公告,宣布以2.97亿元的总价,获得鲜啤品牌"鲜啤福鹿 家"(下称"福鹿家")背后母公司福鹿家(郑州)企业管理有限公司的53%股权。交易完成后,福鹿家将成为 蜜雪冰城的非全资附属公司,其财务业绩将并入蜜雪集团,这一消息立刻引起行业关注。 据南都湾财社-酒水新消费指数课题组记者了解,不只蜜雪冰城,新茶饮品牌跨界到酒赛道是最近一年 行业较为常见的现象,从卖含酒产品到开卖酒的门店,新茶饮品牌跨界卖酒的动作愈发频繁。 不过行业认为,经营酒水与新茶饮存在两种不同的运营逻辑和方式,从现有相近业态的酒水运营模式来 看,新茶饮跨界卖酒暂时不算是"能来钱"的生意。 不只蜜雪冰城,多家新茶饮都在"跟酒打交道" 蜜雪冰城"跨界"做酒由来已久,2021年鲜啤福鹿家首家门店在河南郑州开业,其品牌公司福鹿家(郑州) 企业管理有限公司,实控人为田海霞,其身份是蜜雪集团CEO张红甫的配偶。 南都湾财社记者发现,福鹿家的拓展市场方式与蜜雪冰城存在一定相似之处:平价策略,即向消费者提 供6至10元的鲜啤酒(俗称生啤);下沉市场,城中村或三线 ...
“雪王”进军现打鲜啤!新茶饮能否拿下消费者“酒杯”?
Sou Hu Cai Jing· 2025-10-07 07:55
除了要承包消费者的奶茶,新茶饮似乎还想拿下消费者的"酒杯"。 国庆"黄金周"期间,港股蜜雪集团(即蜜雪冰城)发布公告,宣布以2.97亿元的总价,获得鲜啤品牌"鲜啤福鹿家"(下称"福鹿家")背后母公司福鹿家 (郑州)企业管理有限公司的53%股权,交易完成后,福鹿家将成为蜜雪冰城的非全资附属公司,其财务业绩将并入蜜雪集团,这一消息立刻引起行业关 注。 福鹿家鲜啤线下门店。(南都湾财社记者 贝贝 摄) 据了解,不止蜜雪冰城,新茶饮品牌跨界到酒赛道是最近一年行业较为常见的现象,从卖含酒产品到开卖酒的门店,新茶饮品牌跨界卖酒的动作愈发频 繁。不过行业认为,经营酒水与新茶饮存在两种不同的运营逻辑和方式,从现有相近业态的酒水运营模式来看,新茶饮跨界卖酒暂时不算是"能来钱"的生 意。 蜜雪冰城获得鲜啤品牌 "鲜啤福鹿家"共53%的股权 蜜雪冰城要跨界卖啤酒了。近日,蜜雪冰城于港交所发布公告,宣布合计以2.97亿元的价格获得鲜啤品牌"鲜啤福鹿家"共53%的股权。该笔投资及股权转 让完成后,福鹿家的财务业绩将并入蜜雪集团的财务业绩中。 公告显示,此次的交易分为两部分,一是蜜雪集团以向标的公司注资人民币2.856亿元的方式认购标的 ...
即将国庆节,这3个“反常”的消费商业现象,和往年大不相同!
Sou Hu Cai Jing· 2025-09-30 02:01
Group 1: Tourism Trends - This year's National Day holiday shows a significant shift in tourism behavior, with younger travelers opting for less commercialized destinations instead of traditional crowded hotspots [5][7][10] - The preference for a more relaxed travel experience has led to a decrease in demand for popular tourist attractions, resulting in lower costs and less hassle for travelers [9][10] Group 2: Wedding Trends - There is a noticeable decline in the number of weddings held during the National Day holiday, as many couples are choosing to schedule their ceremonies earlier to avoid conflicts with travel plans and other commitments [12][14][17] - Young couples are increasingly avoiding extravagant wedding banquets during the holiday due to high costs and the desire for simpler, more intimate celebrations [21][23] Group 3: Alcohol Sales - Alcohol sales are experiencing a downturn, with many retailers offering significant discounts to boost sales, yet consumer interest remains low [26][27] - The market for high-end liquor is shrinking, while mid-range options are gaining some traction, indicating a shift in consumer preferences [29][30] - Beer sales are stable, but younger consumers are gravitating towards lower-alcohol options for a more enjoyable drinking experience [31]
中秋前夕消费客户询价多成交少,酒水采购出现两个变化
Sou Hu Cai Jing· 2025-09-19 08:12
Group 1 - The atmosphere in the liquor market is gradually warming up as the Mid-Autumn Festival approaches, with an increase in inquiries, but the transaction rate remains low [1][2] - Compared to last year, the purchasing quantity and quality of liquor have decreased, with many clients adopting a more conservative purchasing strategy [5][7] - The overall market sentiment is low, with many distributors choosing to adjust their inventory based on actual customer demand rather than making large bulk purchases [4][5] Group 2 - There is a noticeable decline in the purchasing quantity and quality of high-end liquor, with sales expected to drop by over 20% compared to last year [5][7] - The demand for mid-range liquor is shrinking, with customers increasingly inquiring about lower-priced options, indicating a shift towards lower-end products [5][7] - The gifting demand has shifted towards "less but better," with clients focusing on core customers and making smaller, more selective purchases [8]
万酒城“熊大”:酒水行业颠覆者,一个搬运希望的人……
Sou Hu Cai Jing· 2025-09-10 14:00
Core Insights - The article highlights the transformative journey of a figure in the liquor industry, known as "Xiong Da," who has redefined success by focusing on equitable wealth distribution and technological innovation in the sector [1][10][12] Group 1: Industry Transformation - The liquor industry has been disrupted by the introduction of blockchain technology and digital upgrades, which have streamlined operations and reduced intermediaries by 70% [4] - The company has achieved significant sales growth, with annual sales exceeding 100 billion and a projected sales figure of 12 billion for the first half of 2025 [7][10] - The establishment of a digital wine estate model has allowed for a unique business structure where there are no employees, only owners, indicating a shift towards a decentralized business model [7] Group 2: Leadership Philosophy - The leader emphasizes the importance of sharing wealth and creating value for all participants, stating that true wealth is about collective success rather than individual accumulation [7][10] - During the pandemic, the company made decisions that prioritized community support, such as waiving brand usage fees and sharing savings with delivery personnel, showcasing a commitment to social responsibility [7] - The leader's approach has garnered a loyal following of 6 million supporters, reflecting a strong alignment between the company's values and its community [7][10] Group 3: Vision for the Future - The company is positioned as a testing ground for the future of the liquor industry, with innovative practices that challenge traditional business models [7][10] - The narrative emphasizes that true business legends are defined not by their wealth but by their ability to inspire hope and create opportunities for others [10][12] - The leader's story serves as a reminder that a broader vision and a generous mindset can lead to greater market success and influence [12]
工行都匀罗甸支行:信贷“活水”纾困解难 破局“实体”资金瓶颈
Sou Hu Cai Jing· 2025-09-05 08:40
Group 1 - The company, a wholesale business focused on alcoholic beverages, drinks, and tea, faced a funding challenge due to the need to stock seasonal goods as market demand expanded [1] - The Industrial and Commercial Bank of China (ICBC) Duoguan Luodian Branch responded promptly by arranging a client manager to assess the company's operational model and financial needs, resulting in a loan of 1 million yuan to support the business [1][3] - The company expressed gratitude for the financial support, stating that the funding provided confidence for inventory preparation this year [3] Group 2 - The ICBC Duoguan Luodian Branch is committed to supporting the real economy and rural revitalization, providing tangible economic assistance for county-level economic development [3] - The bank plans to continue fulfilling its responsibility to assist enterprises in distress and serve small and micro businesses, aiming to align closely with the needs of the real economy [3]
中国酒水供应链大王熊金:供应链的本质就是要把过高的产品价格打下来,把价值同消费者共享
Sou Hu Cai Jing· 2025-08-28 17:14
Core Viewpoint - The article highlights the transformative journey of Xiong Jin, a key player in China's wine supply chain, who aims to reshape the industry by addressing high product prices and enhancing consumer value through innovative supply chain practices [3][10][20]. Company Overview - Xiong Jin is the main investor and actual controller of Guangdong Yifeng Wine Industry and Wanjium International Wine Group, which has become the largest specialized platform in China's wine distribution sector, achieving annual sales exceeding 10 billion yuan, with projections to surpass 12 billion yuan in 2025 [1][20]. - The company has maintained a growth rate of over 30% annually, driven by a digitalized shared winery model [1]. Industry Challenges - The wine supply chain has long been plagued by issues such as inflated product prices, where a high-end French wine priced at 30 euros at the factory can reach 3000 yuan for consumers in China, with 90% of profits absorbed by intermediaries [10][12]. - Other challenges include the prevalence of counterfeit products and chaotic storage management, which compromise product quality [10]. Innovations and Strategies - Xiong Jin has implemented a direct procurement model, eliminating intermediaries that account for 70% of the final price, thus significantly reducing costs and allowing consumers to purchase high-quality wines at more reasonable prices [17]. - The introduction of a "shared winery" model allows consumers to become co-owners of wineries, providing them with dividends and customized products based on their purchases [18]. - The company has invested in advanced storage systems to ensure zero loss in product quality during storage [17]. Social Responsibility - The company actively engages in social responsibility initiatives, including a partner program that allocates 70% of gross profits to terminal operators, creating numerous job opportunities [23]. - It also focuses on training professionals in the wine industry, contributing to the standardization and development of the sector [23]. Industry Impact - Under Xiong Jin's leadership, the company has set a new benchmark in the industry, promoting a more efficient, transparent, and shared supply chain model [25]. - The efforts aim to break down unreasonable price barriers, allowing consumers to enjoy the true value of products while achieving win-win outcomes for the entire supply chain [25].