水晶剑南春

Search documents
最严“禁酒令”下,500元左右价格带白酒缘何“失宠”?
Sou Hu Cai Jing· 2025-08-08 15:52
500元左右价格带,酒业曾经的"香饽饽" 每个时期,一定有主流价格带,处于这个价格带的产品,就是主流产品。纵观当下白酒行业,基本市场 上每个超级大单品,都是其所在价格带的代表性品牌,因此,占领了一个价格带,就占领了一个时代。 过去很长一段时间,白酒主流价格带都是向上升级,未雨绸缪,提前布局下一个主流价格带就显得很有 必要。此外,随着一线名酒和省级龙头逐渐挤压,各个价格带的容量也正在逐渐变小,提前布局的重要 性更加凸显,企业必须瞄准未来5年,甚至是10年后的市场。 其中,作为次高端"黄金分割线"的500元价格带,既能成为千元价位高端白酒的"平替",又能实现社交 消费和极致性价比的心智占位,成为了众多酒企的共同选择。 古20就是500元价格带成功占位的案例之一。自2018年上市以来,仅一年多时间销售额就突破10亿大 关,创造了次高端白酒历史上增速最快的大单品纪录。截止2024年,古20已经成长为50亿级的大单品, 对古井贡酒品牌提升、全国化拓展起到了重要作用。 在2024年,500元价格带的"争夺战"进一步加剧。水井坊表示要提升500+以上产品价位带的业绩,洋河 全方位升级梦之蓝商务版,汾酒推出了汾酒青花26·复 ...
湾区酒价半年图谱:库存压力下价格防线松动,千元档“失守”
Nan Fang Du Shi Bao· 2025-07-30 03:33
Core Insights - The white liquor market has experienced a collective price decline since 2025, affecting both high-end and mid-range products due to a cooling consumption environment and high inventory pressures [1][15][16] - The South China region, particularly the Guangdong-Hong Kong-Macao Greater Bay Area, has shown significant price differentiation and a notable decline in retail prices for various white liquor products [1][2][3] Market Performance - More than half of the monitored products have seen a price drop since the beginning of the year, with high-end products being the most affected [2][15] - Among 21 monitored products, 15 experienced a decline in average retail prices, with only 4 showing slight increases and 2 remaining stable [2][3] - The most significant price drop was observed in Feitian Moutai, which fell from approximately 2624 CNY to 2368 CNY, a decrease of 256 CNY [2][3] Price Trends by Product - Feitian Moutai's market price has dropped significantly, with current prices ranging from 2100 to 2400 CNY per bottle, marking a decline of over 15% from its peak [3][15] - Other products in the thousand CNY price range, such as the eighth generation Wuliangye and Guojiao 1573, also saw price reductions, with the eighth generation Wuliangye dropping by 110 CNY [10][15] - Mid-range products like Yanghe Dream Blue M6+ and Guotai Guobiao also experienced price declines, although to a lesser extent compared to high-end products [4][10] Regional Price Dynamics - In Guangzhou, 17 out of 21 products saw price declines, with Feitian Moutai dropping from 2648 CNY to 2305 CNY [7][8] - Shenzhen's market showed a downward trend in retail prices, although some products had inflated prices due to high-end retail channels [9][10] - Dongguan's market exhibited significant price fluctuations influenced by seasonal demand and promotional activities, with Feitian Moutai's price dropping to 2299 CNY during peak sales periods [12][13] Inventory and Market Conditions - The white liquor industry is currently in a deep adjustment phase, with high inventory levels leading to price pressures across all product categories [15][16] - Approximately 60% of companies are facing price inversion, particularly in the 800 to 1500 CNY price range, which is experiencing the most significant downward pressure [15][16] - The average inventory turnover days have increased to 900 days, indicating a challenging market environment for producers [15][16] Future Outlook - The market is expected to continue facing challenges as companies balance between maintaining prices and expanding market share [17][18] - The introduction of new statistical methods and the inclusion of additional cities like Foshan in price monitoring may provide a clearer picture of market dynamics moving forward [20][21]
停货!罚款!断链接!酒企“铁腕手段”整治行业乱象
Nan Fang Du Shi Bao· 2025-07-08 12:18
Core Viewpoint - The recent announcements from various liquor companies, including Sichuan Water Well, indicate a strategic shift towards controlling inventory and stabilizing pricing in response to market fluctuations and channel disruptions [1][3][11] Group 1: Company Actions - Sichuan Water Well announced a halt on the sale of its "Zhen Niang No. 8" 500ml product across all channels and implemented measures to stabilize the value chain and manage promotions during the 618 sales period [1] - The company emphasized the importance of maintaining a stable pricing system to boost market confidence and support the steady development of its core products [1] - Other liquor companies, such as Luzhou Laojiao and Wuliangye, have also issued stop-sale notices and are focusing on inventory reduction and ensuring distributor profitability [3][5] Group 2: Industry Trends - The liquor industry is experiencing a trend of inventory control and price stabilization as companies respond to market adjustments and unstable terminal prices [5][6] - Industry leaders are advocating for measures to ensure distributor profitability, which is seen as essential for maintaining active sales efforts and preventing price erosion [6][11] - Recent data indicates significant profit declines for liquor distributors, highlighting the need for companies to support their partners to avoid excess inventory and price drops [5][6] Group 3: E-commerce and Market Regulation - Sichuan Water Well has taken strict actions against violations of company policies during the 618 promotion, including penalties and termination of partnerships [1][7] - Other companies, such as Wuliangye and Jian Nan Chun, have also raised concerns about counterfeit products being sold through e-commerce platforms, urging consumers to purchase through official channels [8][10] - The industry is increasingly focused on transparency and traceability to combat counterfeit products and ensure consumer trust [11]
看剑南春如何让千年技艺"酿"出时代新味
经济观察报· 2025-06-22 12:40
Core Viewpoint - The article highlights the significant developments and cultural initiatives of Jian Nan Chun, a leading company in the Chinese liquor industry, particularly during the 2025 Sichuan International Wine Expo and the "Hua Xia Aesthetics" conference, showcasing its commitment to innovation and tradition in liquor production [2][11]. Group 1: Company Developments - Jian Nan Chun's new phase of the Da Tang National Liquor Ecological Park has been inaugurated, which will add 30,000 to 50,000 tons of high-quality liquor production capacity, marking a key step in the company's high-quality development [2][6]. - The total investment for the Da Tang National Liquor Ecological Park phase II project is 1.667 billion yuan, expected to boost annual industrial output value by over 10 billion yuan [6]. - The company has established a full lifecycle traceability platform covering quality control, production management, logistics, and marketing, enhancing product quality and production efficiency through data integration [10]. Group 2: Cultural and Historical Significance - Jian Nan Chun's history dates back 1,500 years, with its origins as the imperial liquor of the Tang Dynasty, which adds a prestigious quality to its brand [13]. - The company has developed a complete product matrix to meet diverse consumer needs, including collaborations with cultural institutions to enhance brand value through cultural products [13][14]. - The establishment of the Tian Yi Lao Hao Museum in Jian Nan Old Street showcases the rich history of Chinese liquor, integrating cultural heritage with modern branding efforts [17][18]. Group 3: Industry Context - The Deyang region, where Jian Nan Chun is located, has been recognized as a "Chinese Famous Wine City" and is experiencing significant growth, with a projected output value of over 30 billion yuan for the local liquor industry by 2024 [19][20]. - The region's favorable natural conditions, including its location in the golden liquor-making belt, contribute to its reputation and production capabilities, with a 31.2% year-on-year increase in liquor production [19][20]. - Experts suggest that Deyang should leverage its brand advantages to enhance regional development and expand into international markets [20].
618大促叠加“禁酒令”,白酒价格“崩了”?
Sou Hu Cai Jing· 2025-06-18 15:24
Core Viewpoint - The 618 shopping festival has turned into a price war for the liquor market, exacerbated by the recent strict alcohol ban, leading to significant price drops for premium liquor brands [2][4]. Group 1: Price Dynamics - Major liquor brands have seen their prices plummet, with Feitian Moutai dropping below 2000 yuan, and other brands like Wuliangye and Guojiao 1573 also experiencing substantial price reductions [2][4]. - The competition among e-commerce platforms has intensified, with various promotional strategies being employed, including multi-layered discounts and subsidies [3][6]. Group 2: E-commerce Strategies - Platforms like JD.com and Taobao have introduced innovative promotional activities, such as "super live days" and "official discounts," to attract consumers [3][6]. - Meituan has entered the fray, offering rapid delivery services and significant discounts, which has shifted the focus from traditional e-commerce to instant retail [6][7]. Group 3: Market Impact - The alcohol ban has further eroded industry confidence, prompting more distributors and retailers to participate in online promotions to boost sales through price reductions [4][8]. - Instant retail has provided a new channel for inventory clearance, with some retailers reporting a 60% increase in sales compared to previous years [7][8]. Group 4: Long-term Concerns - The current price instability poses a risk to the long-term health of the liquor market, as a stable pricing structure is crucial for the survival of liquor companies [7][8]. - The proliferation of counterfeit products during the promotional period has raised concerns about market integrity and brand reputation [9].
618“百亿补贴”的酒到底是真是假?五粮液再次发声!
Nan Fang Du Shi Bao· 2025-06-17 22:45
Group 1 - The core message of the company is to alert consumers about counterfeit products being sold on various e-commerce platforms, highlighting that 16.65% of the products verified were found to be fake [2] - The company has issued multiple consumer notices since November 2023, advising consumers to purchase products only through authorized channels and to request invoices as proof of purchase [3][4] - The company has identified that a significant portion of counterfeit products originates from large e-commerce platforms, particularly those promoting "hundred billion subsidies" [3] Group 2 - The company has actively collaborated with e-commerce platforms to identify and eliminate unauthorized sellers, resulting in the closure of 261 counterfeit shops and the removal of 6,431 infringing links [4] - The company has established multiple free product authentication service stations nationwide to assist consumers in verifying the authenticity of their purchases [6] - Another brand, Jian Nan Chun, has also reported issues with counterfeit products and unauthorized sales, indicating a broader industry concern regarding product authenticity in the e-commerce space [5][6]