2025年春节食品饮料渠道调研-二

Key Points Industry Overview 1. Sales Task Allocation: The "开门红" (Spring Festival Sales) task accounts for 30% of the annual target, with 40% expected to be completed in the first quarter, and the remaining 30% to be fulfilled post-Chinese New Year. [1] 2. First Quarter End Collection Progress: Expected collection progress is around 40%, in line with last year but below the average of 45% in previous years. [3] 3. Consumer Scenario Changes in Jiangsu Province: Consumption decreased in October, but business hospitality wine improved and home banquet wine quality increased post-first quarter. [4] 4. Future白酒 Industry Outlook: The industry may underperform in 2025 compared to 2024. Focus on maintaining mid-to-high-end products and monitoring demand for low-priced products. [5] 5. Spring Festival Collection Policy: Enhanced with measures like double red envelopes and group discounts to optimize channel profits and boost consumer purchasing enthusiasm. [6] 6. Fifth Generation Four-Open Product: Priced at 420-440 yuan, facing significant sales pressure. Aim to achieve volume growth during the Spring Festival and clear old inventory. [7] Company-Specific 1. Inventory and Financial Conditions of Distributors: Inventory slightly higher than last year, with moderate financial conditions. The company will support distributors with other products to address the "开门红" challenge. [9] 2. Terminal Stores' Operating Pressure: Focus on partnering with resource-rich and group-purchasing capable stores, avoiding small-scale stores relying on passersby. [10] 3. Inventory and Wholesale Prices of Fenjiu in Provincial Markets: Inventory cycles range from 30 to 60 days for Qing 30, Qing 40, and China Dragon series, and 40 to 45 days for Qinghua 25 series. Prices for Baonan 20 series and basic versions are around 1,800 yuan, while Lao Bai Fen 15 and 10 series are stable at 1,605 and 1,105 yuan respectively. [12] 4. Performance Growth Targets for Next Year: Set a growth target of not less than 10%, aiming for 15%. Higher targets for core markets like Taiyuan, Jinyang, and Xinzhou, while lower targets for peripheral areas like Datong and Shuozhou. [13] 5. Spring Festival Collection Policy and Channel Incentive Mechanism: Implemented from January 1st, with a fuzzy incentive mechanism to avoid price cuts by distributors and ensure price stability. [14] 6. Reason for Higher Growth Targets in Core Markets: High market share in core markets like Taiyuan, Jinyang, and Xinzhou for both catering and distribution channels. [15] 7. Background and Market Positioning of 726 Product: Launched to fill the gap in the mid-to-high-end product line. Aimed to compete with similar-priced Maotai-style wines and occupy market share. [16] 8. Dealer Signing Status of 726 Series: Distributors are cautious, with initial market testing. Expected to be priced around 600 yuan. [17] 9. Inventory and Collection Progress in Henan Province for 2024: Completion rate of 90% for the 2024 contract target, with a 10% gap from the initial goal. [18] 10. Market Performance of New 35 Product: Launched to adjust strategy after excessive red envelope spending and channel internal competition. [19] 11. Changes in Pricing and Fee Allocation for New and Old Products: New 35 product取消了红包 policy and adjusted dealer incentives. [20] 12. Market Trend of New and Old Products: Stable market trend for New 30, while New 15's market acceptance is yet to be fully raised. [22] 13. Price Policy and Market Response for Zhen Shan Shi: Price policy adjusted multiple times, with a current policy price of 980 yuan and a 60 yuan sales incentive per bottle. [23] 14. Prospects for Wholesale Price Trend of Zheng 15 Large-Scale Product: Dependent on pricing of upstream products like Hanjiu, Jiangxian, and 1988. [24] 15. Inventory Status of Major Maotai Brands in Henan Province: Langjiu and Xianjiu have the highest inventory levels, followed by Zhenjiu. Guotai and Jinsha have lower inventory pressure. [25] 16. Profitability and Competitiveness of Jizhen with Competitors: Offers 6% dealer incentives and additional rewards, making it competitive compared to competitors like Langjiu and Xianjiu. [26] 17. 开门红 Goals and Policies in Henan Province for 2024: Set a 10% growth target, with 5% increase requiring 30% collection of the annual contract. [27] 18. Impact of 开门红 Policy on Small-Town Markets: No requirement for 开门红 activities, focusing on reducing inventory. [28] 19. 开门红 Activities for Zhen 30 Product: Launched in September and considered as part of the 2025 target. [29] 20. 开门红 Policies for Jizhen Brand: Provided additional incentives and no other extra policies. [30] 21. Feasibility of 10% Growth Target for Jizhen in Henan Province: Reasonable and achievable, with a projected growth of around 10%. [31] 22. Dealer Response to Fee Allocation Adjustment: Small-scale dealers may exit, but large-scale dealers will continue to cooperate. [32] 23. Current Fee Disbursement Cycle and Policy Adjustments: Approximately two to three months, with no significant extension since last year. [33]