It is difficult to recover at the end of the price cut season in liquor

Wuliangye, which is used to lowering prices and grabbing tactics, once again put a heavy load on the market, and the price of dealers has broken through the 600 yuan mark.

Some industry experts believe that this time the New Deal for dealers will cause greater pressure on Luzhou Laojiao, and it is obviously intended to compete for market share.

The reporter learned yesterday that Wuliangye recently set a price new deal at its internal high-level meeting, that is, distributors can get a product with a price ratio of RMB 509 yuan/bottle according to a 2:1 ratio as long as they complete the task. According to the ratio of the low-priced goods, the Wuliangye distributor's take-up price is equivalent to 576 yuan from the original 609 yuan, which means that the manufacturers of the dealer's price has fallen below the 600 yuan mark.

However, the relevant person in charge said that the price adjustment is only an internal adjustment of the company's policy toward distributors and does not affect the price system of the product.

It is understood that another liquor giant Kweichow Moutai has also used a similar policy. In July of last year, Maotai had reduced the threshold for dealerships by "30 tons of 999 yuan and 3 tons of 819 yuan." In June of this year, Maotai also announced that it would use a price of 1.5 tons of 999 yuan and 3 tons of 819 yuan to drive new dealers.

Liquor expert Jin Yufeng believes that this time the dealer’s ration reward is equivalent to Wuliangye forming the second price line, forming a situation where “advance can be attacked and retired”; in addition, Wuliangye dropped to 509 yuan against Luzhou Laojiao. And so on will also create pressure, "because Luzhou Laojiao (referring to Luzhou Laojiao 1573) cannot fall below 500 yuan."

Another analyst pointed out that Wuliangye this time the price reduction is the performance of high-end wine sales pressure, by its lead role, Luzhou Laojiao, Yanghe, etc. are likely to follow suit.

Liqun, an expert in distilling liquor from the side of the wine industry, believes that the price of Wuliangye still has room to go down. “We may have to go through two or three more price adjustments, and the price will come down to this time next year.”

In the face of the continuous deep adjustment of the liquor industry, in addition to the method of reducing the price and volume to seize the market, many wine companies have also begun to engage in sideline activities, many of which focus on cultural concepts.

Wuliangye announced on the 23rd that the company plans to initiate the establishment of Sichuan Yibin Wuliangye Tourism Culture Development Co., Ltd. to promote Wuliangye Industrial Park Tourism Project. The announcement shows that the registered capital of the Wuliangye Tourism Culture Company established this time is 50 million yuan. Among them, Wuliangye invested 40 million yuan, the proportion of investment 80%.

Some analysts believe that this time involved in tourism and cultural development, showing that Wuliangye is actively changing to deal with the current downturn in the industry.

Today's World News also issued an announcement yesterday that the company signed the "Original Marriage O2O project in the United States - Colette strategic cooperation agreement", the two sides to develop modern wine O2O innovation model project to meet the current e-commerce business needs.

Market outlook The end of the industry difficult to recover There is an institutional research report that the bottom of some high-end liquors has begun to enter the reversal stage, while other middle and low-end liquors are still in the process of finding the bottom because inventory is still large and the competitive landscape has not eased.

According to industry analysts, from the perspective of the financial cycle of liquor companies, the decline in financial reports of liquor listed companies will narrow in the third quarter, but the fundamentals will not recover.

Another industry insider pointed out that although inventory is currently digesting well, from the perspective of demand, it will not recover within at least two years. “Wine prices are not under pressure this year, but this is not because the demand has improved but because the wine companies have reduced their shipments.”

In addition, an agency researcher said, "From the mid-autumn sales this year can be predicted, this year's liquor market is not good, the expected value at the end of the year is not high, the earliest will not be able to return until next year."