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习酒董事长一线再“问诊”,“汪地强药方”成效几何?
Sou Hu Cai Jing· 2025-10-09 06:49
近日,习酒集团举办的一场主题为"守正创新加'数'前行"的秋收论坛上,数字化转型与产业创新是讨论的焦点。然而,转型、创新之外,习酒正面临着一 个更为严峻和迫切的现实:核心产品价格体系正经历一场剧烈的冲击。 白酒行业已进入一个持续收缩的周期,库存高企、消费降级、价格倒挂已成普遍现象。行业寒冬中,独立运营的习酒,感受到的寒意尤为刺骨。其高端旗 舰君品习酒和核心大单品窖藏1988价格全线失守,其中君品习酒在头部九大白酒品牌中跌幅最为明显。 这对于2024年接任习酒集团董事长的汪地强而言,无疑是一场"压力测试"。上任一年多来,市场留给他的并非大好坦途。渠道库存积压、经销商利润被侵 蚀的局面下,汪地强开启频繁的一线调研。从广东到陕西、天津,他出现在市场最前沿的身影,试图在渠道的抱怨声中,为习酒寻找稳住阵脚、穿越周期 的航向。 失守的价格防线 窖藏1988的溃败,与整个白酒市场的结构性变化密切相关。《2025中国白酒市场中期研究报告》,当前白酒消费的主流价格带已从过去的300-500元进一 步下沉至100-300元区间,而500-800元价格带的产品生存最为困难。窖藏1988的出厂价恰好落在这个"死亡谷"地带。市场消费能力 ...
新消费浪潮下,习酒的“破界”实验
Sou Hu Cai Jing· 2025-07-17 12:37
Core Insights - The collaboration between Kweichow Moutai and JD.com represents a strategic shift in the liquor industry towards new consumption patterns, emphasizing the importance of integrating products into consumers' lifestyles rather than merely selling them as standalone items [5][11][22] - The partnership aims to enhance consumer experiences through customized offerings and digital transformation, reflecting a broader trend in the industry towards personalization and emotional resonance with consumers [10][20][22] Group 1: Industry Trends - The liquor industry is witnessing a transformation from traditional product-focused sales to a focus on lifestyle and consumption scenarios, driven by changing consumer behaviors and preferences [13][15] - New consumption patterns are emerging, particularly among younger generations, who prioritize value for money and quality, leading to a shift towards personalized and experiential consumption [11][13] - The rise of e-commerce and digital platforms is reshaping the sales landscape, providing new opportunities for liquor brands to engage with consumers and innovate their sales strategies [6][20] Group 2: Company Collaboration - JD.com and Kweichow Moutai have established a deep partnership over 13 years, focusing on mutual empowerment through understanding user needs and enhancing consumer experiences [3][8] - The collaboration has evolved from basic cooperation to a strategic alliance, with plans for customized products and deeper engagement in the digital space [8][10] - The partnership is set to explore new consumption scenarios, leveraging JD.com's digital capabilities to enhance the reach and appeal of Moutai's products [20][22]
习酒价格腰斩,董事长汪地强受束缚,连和新任总经理聚餐都不敢?
Sou Hu Cai Jing· 2025-06-22 00:40
Core Viewpoint - Guizhou Xijiu Investment Holding Group has experienced a slowdown in growth after its independence from Moutai, with first-quarter revenue of 7.18 billion yuan, a 10.7% year-on-year increase, falling below the industry average growth rate of 15% for 2024 [1][4]. Group 1: Company Performance - Xijiu's revenue surged from 1.6 billion yuan before acquisition to over 20 billion yuan at independence, capturing 12.3% of the sauce-flavored liquor market [3]. - In 2023, Xijiu reported revenue of 19.9 billion yuan and a profit of 9 billion yuan, with sales reaching 22.447 billion yuan, indicating a more subdued performance compared to previous years [4]. - The company aims to exceed 24 billion yuan in sales in 2024, reflecting a 30% year-on-year growth, which, while above the industry average, shows a decline from its earlier rapid growth [4]. Group 2: Market Position and Challenges - After separating from Moutai, Xijiu faces significant challenges in establishing its brand identity, with 67% of consumers still associating it with Moutai [10]. - Competitors such as Langjiu, Guotai, and Jinsanjiao pose strong competition, with Langjiu having a higher brand recognition among consumers at 58% compared to Xijiu's 35% [9]. - Xijiu's flagship products, Junpin Xijiu and Jiao Cang 1988, are experiencing severe price declines, with Junpin Xijiu's market price dropping to around 665 yuan, significantly below its suggested retail price of 1498 yuan [11][13]. Group 3: Strategic Initiatives - To address the challenges, Xijiu is investing 8.4 billion yuan to build a production capacity of 100,000 tons, aiming for a base liquor reserve of 250,000 tons by 2025 [7]. - The company is also attempting to penetrate the high-end market with products like the "Junpin・Master Collection," which utilizes 30-year-old base liquor to enhance quality and brand image [5]. - Xijiu is targeting younger consumers through collaborations with popular games and esports events, although the effectiveness of this strategy remains to be seen [8]. Group 4: Pricing and Market Dynamics - Xijiu is currently facing a significant pricing issue, with its two main products priced below their production costs, leading to a price inversion problem [10][14]. - The company has adjusted its marketing strategy by eliminating reverse red envelopes to stabilize pricing, but the effectiveness of this measure is still uncertain [16].
白酒的价格带梳理
雪球· 2025-06-08 06:28
Core Viewpoint - The article discusses the competitive landscape of the Chinese liquor market, particularly focusing on different price segments and the strengths of various brands within those segments [2][3][4][5]. Price Segments Summary - **Below 100 Yuan**: Dominated by brands like Lao Bofeng and Erguotou, with Erguotou having an advantage due to brand strength. Clear aroma liquor has a natural advantage in the low-end market, while sauce aroma liquor is more costly to produce [2]. - **100-200 Yuan**: Currently led by Hai Zhi Lan, with no strong competitors from other brands. Despite market challenges, Hai Zhi Lan maintains significant sales, indicating consumer preference [2]. - **200-300 Yuan**: This segment is primarily controlled by Wuliangchun, with limited competition from other brands. The price point serves as a benchmark for quality, making it difficult for others to compete effectively [3]. - **400-500 Yuan**: A critical competitive zone where brands like Fen 20 and various others vie for market share. This price range is characterized by strong brand presence and quality offerings [3]. - **600-700 Yuan**: Represents a transition between mid-range and high-end products. Brands like Moutai 1935 and Langjiu are notable players, but the segment faces challenges due to high-end product dominance [4]. - **800-900 Yuan**: This price range lacks strong sales figures and is seen as awkward due to its proximity to high-end products. Many brands have shifted to lower price segments due to market conditions [4]. - **1000 Yuan and Above**: This segment is dominated by well-known brands like Moutai and Wuliangye, with clear aroma liquor having no significant presence. The ultra-high-end market is characterized by premium products that are highly sought after [5]. - **2000 Yuan and Above**: Represents the ultra-high-end market, where products like Moutai's premium offerings are positioned. The quality perception does not always align with the price, leading to market skepticism [5]. - **General Price Band Classification**: The classification of low, mid, high, and ultra-high-end price bands is based on the author's personal understanding rather than industry standards [6].