Second-quarter liquor companies still sell pressure

In the first quarter of this year, liquor companies had high inventory and advance receipts declined, and some even allowed dealers to get credits and goods. In the industry analysis, liquor companies in the second quarter were still under pressure. In order to produce a beautiful “report card,” the second quarter, which originally belonged to the off-season sales period of liquor, was to make the wine companies busy overturned. Xin Express reporter learned that in order to win this “hands-on fight”, high-end liquor brands including Kweichow Moutai, Wuliangye, Luzhou Laojiao, Qipai Shede, and Yanghe have gone through cross-border cooperation, online promotions, and product line widening. Many start to pull sales.

Cross-border cooperation "Salt wine"

Recently, New Express reporter learned from the Guangdong Province Salt Industry Group that the company has acted as the general distributor for Shede Brand Shede Liquor Guangdong, and established the Guangdong Salt Industry Liquor Company to be responsible for the marketing business of Shede Brand Shede Liquor.

“I want to try to sell wine.” Mr. Liu is a subsidiary of Guangdong Salt Group Guangzhou Co., Ltd. He has long been distributing salt products in Huadu District. He admitted that this cross-border selling of wine is a brand-new attempt. Mr. Liu told the New Express reporter that the company had ordered the first batch of 300,000 yuan worth of goods to Guangdong Salt Industry Co., Ltd. It is estimated that more than 50% are high-end wines represented by Shed Wine, and they will be accompanied by medium and low-end wines.

Since the end of the first quarter, the sales of liquor in the terminal market has been worrying. The sales of medium-to-high-end products have declined. Many dealers have been deterred from liquor in the face of difficulties. However, Mr. Liu's test of the liquor market at this time is indeed puzzling. He explained that in fact, during the distribution of salt products, established mature sales channels, such as Samsung restaurant, supermarket, etc., because these channels are also applicable to the sales of wine, so cross-border selling of wine is not difficult to start. However, the current terminal market products are not yet on the shelves. He also repeatedly stated that “it still depends on the market situation.” According to Mr. Liu, within two weeks after signing the letter of intent with the general distributor, he has already agreed that two or three restaurants are willing to Receive goods.

In fact, Pu Qizhou, vice general manager of the Pelican Brand Group, mentioned in an interview that the cooperation with the salt industry is focused on the advantages of the marketing network, economic strength, and sales team. Mr. Zheng, the head of the company’s marketing department, also mentioned that since the end of last year, the sales of high-end wine products have indeed been affected. This cross-border cooperation hopes to drive sales through the marketing strength of the salt industry and is expected to complete sales of 8 million yuan in Guangzhou this year. The goal is that Guangdong has a target of 38 million yuan.

Xin Express reporter learned from Zhang Chubin, deputy director of the Guangdong Provincial Salt Industry Group's Liquor Marketing Working Group, that at present, the company has 85 wholesale licenses in Guangzhou, and the first batch of test waters has selected one distribution in each district. A total of seven companies, each with an initial value of 300,000 yuan, are expected to begin normal shipments by the end of June.

It is reported that cross-border cooperation between wine enterprises and salt companies is not the first time. Wuliangye, Jiugui liquor, Xifeng, Luzhou Laojiao and other brands have cooperated with some regional salt companies. According to media reports, as early as in 2009, Henan Salt Company, which cooperated with liquor companies, was typical. After two years of cross-border cooperation, its sales of drinks and beverages business has reached more than 30% of the company's total business, and it is estimated that it will reach 70% in the future and will completely change. Business structure.

Promotions to seize the e-commerce platform

The online store is increasingly hot today, all wine companies in the case of liquor sales pressure under the circumstances began to force "electrical shock", the current Maotai, Luzhou Laojiao, Yanghe and other brands have an official online store, relying on e-commerce advantage to promote sales Concierge guest.

New Express reporters yesterday saw the official flagship store page of Yangon at the Tmall. Currently, there are blue classic series, Yanghe Daqu series, Yanghe Dunhuang series, and the prices are all lower than the terminal market price. Take Yanghe Dream Blue 52 Degrees (500ml) as an example, the flagship store sells for 698 yuan/bottle while Guangzhou Supermarket sells for around 1,056 yuan. The flagship store salesman “Dunhuang” told reporters that although the prices of major supermarkets are different, online prices are certainly cheaper.

The official flagship store of Luzhou Laojiao has been used as a slogan for “advance the New Year in advance” and a group purchase activity for gift vouchers has been launched. For example, 328 yuan can purchase 488 yuan gift vouchers, with a discount rate of more than 30%; and “ The lowest price in the wedding season was an event, and the price of the wedding wine series had nearly 50% discount.

However, there are also problems with alcohol e-commerce that need to be resolved. “The biggest problem at present is that it is easy to break in the transport of alcohol,” Mr. Liu, who works in the express delivery industry, told reporters. “The wine is bottled in glass and weighs more than a pound. The chance of damage during transportation is great, and the packaging and after-sales requirements It was very high.” Ms. Chen, who had purchased white wine in online shopping malls, also mentioned that online shopping had two times of liquor, one of which was broken in a whole bottle, because there was no insurance price, “the courier was not compensated, and it was very troublesome”.

At present, various brands of online shopping malls provide compensation, exchange and other services to solve consumer concerns. Maotai online shopping mall "shopping guide" specifically stated that the customer "photographed broken goods, through the form of e-mail to the mall waiter, after confirmation, the goods packaged, returned to Maotai online mall", "for exchange business"; Yanghe Tmall flagship store announced that "transport damage, we lose"; Luzhou Laojiao official flagship store regulations, "If there is damage, please check with the courier personnel face to face, and after taking pictures and evidence of damage and online customer service communication."

According to the forecast of the Analysys Think Tank, the alcohol B2C online shopping market will reach RMB 7.3 billion in 2013. By 2014, the number of online B2C shopping users will increase from approximately 10.5 million this year to 21 million. With the gradual increase in the repeat purchase rate and customer unit price, the entire online shopping market will also exceed 13 billion yuan.