Liquor market research report

Liquor Market Research Report

Welcome to read the Liquor Market Research Report, I hope this article will be helpful to everyone!

1. Investigation Object, time, scope

The sales status of Xiayi liquor market lasted for 9 days, covering the urban area of ??Xiayi County and the 26 towns under its jurisdiction.

2. Survey method

Conducted according to the point-to-point survey form of SWOT, using census, statistics, focused sampling, data collection, direct communication with hotel and supermarket bosses, and promoters’ interviews Through direct communication, compilation and analysis of data and survey materials, information inquiry, etc., we conducted a multi-faceted investigation of the advantages, disadvantages, opportunities, and risks of the Xiayi liquor market. The form of performing these tasks is: plan two days for the towns and villages, set off at 7 a.m., and take maps, forms, manuscript papers, etc. When communicating with channels, we take on-site recording and in-car recording methods, and then conduct team discussions and analysis on the authenticity of the recorded information while walking, and organize the information at night.

The survey method in Xiayi City is to conduct sea discharge first. Make a preliminary grasp of the general situation of the local market. Then we use the method of shopping malls in the morning and hotels in the afternoon to conduct a census and statistics of terminals in each street, one by one, and directly communicate with terminals above Class B to understand the Xiayi market situation with them, and spread our message to them with a more determined attitude. A must-do determination. In urban areas, daily data are also compiled and analyzed every day, including information.

3. Purpose of the investigation

1. Understand the sales status of liquor in Xiayi market;

2. Understand channel characteristics and consumption habits;

3. Find the right time for the opening of "Ten Mile Wine Alley" in Xiayi;

4. Lay the foundation for the next step of attracting investment and conquering the Xiayi market;

5. Find out the problems existing in the sales of Xiayi liquor (regional brand awareness, channel dissatisfaction, etc.).

IV. Survey content

1. Competing product status (promotion, price, techniques)

2. Consumption characteristics (preferences, brand loyalty, etc.) < /p>

3. Consumption differences between urban areas and towns;

4. Characteristics of wine sales in urban areas and township channels;

5. Current situation of local dealers ( Agency brand, company size)

6. Characteristics of wine sales in hotels and supermarkets;

7. How competing products sell wine in channels;

8. Publicity media (price, competitive product promotion method, time, etc.)

9. Focus on grasping brands that are equal to my brand (movement on par)

5. Market overview :

Xiayi is located in the southeast of Shangqiu, Henan Province. The county has a population of 1.053 million, including 136,000 urban population and 148,000 township population. The traffic radius of each township is within 23 kilometers, and the road conditions are good. Xiayi has two larger towns, Huiting and Zhanzhan; the consumption level of these two towns is almost close to that of the urban area. There are five factories in Huiting Town, all close to both sides of the national highway in Yongcheng City. There are many Hui people in the town, and there are three larger second-batch township merchants, the best of which is "Baby Supermarket." Mainly operating in Liuyang River, it supplies hotels and retail in the town, including the smaller towns around it. The town has a total population of 16,000, making it the town with the largest population. The other one is Zhanzhan Town, which is close to Yucheng County. There is a train station in the town. The population of the town is more than 8,500. Various second-batch merchants are prosperous in the town. There are four liquor dealers, with the largest annual sales. The total volume of wine is close to 10,000 pieces. Among them, Maoyuan Winery has a better local network. According to his own reflection, nearly 10,000 pieces of wine can be sold every year. The villages along the road between Zhanzhan Town and Yangji Town are the edible fungus production base of Xiayi County. There are nearly 50 enterprises (foreign investment) that have been established, and the economic level is relatively high. There is a liquor store and a Category A supermarket in the town, and there is a hotel in the station town with accommodation and dining.

There are four better hotels in the town, with an average daily turnover of about 1,500 yuan. Within the county, one of the two market towns is in the south and the other in the north. The consumption in these two towns has a great influence on the surrounding areas. The reason is that on the one hand, its economic level is relatively high, on the other hand, its coverage is wide, and the surrounding small groups are very small, and they can form a popular style. Based on information collected through interviews and feedback from bosses, these two towns can basically represent more than 70% of the consumption characteristics of towns and villages in the county. Among the 26 towns, two are close to the county seat, one is Chengguan Town and the other is Caoji Township. There are also relatively good towns including Guodian Township, Jiyang Town, Huodian Township, and Wangji Township. The above is the basic overview of the towns; in addition, there is a Fidelity supermarket chain in each township.

The situation in Xiayi urban area is that there are two main roads in the north and south and a market street in the county, which are home to hotels, large supermarkets and food wholesale industries; County Government Road, Renmin Road. Among them, Xianfu Road and Renmin Road are the most prosperous sections, and are also concentrated areas for administrative units and large supermarkets. Distributed in clothing, IT industry, hotels, etc. In the southwest corner of the county, there is a village called Fengyuan, close to the city lake. It is a concentrated area for AB hotels. There are 26 hotels in the city, and the village is quite prosperous. Category B and above hotels within the county are located on Beihuan Road, Kongzu Avenue and Xianfu Road. There is also a larger hotel, the Kongzu Hotel, which integrates catering and accommodation, at the intersection of Changsheng Street and Beihuan Road. . Private rooms of seven hotels above Category A in the city: "China Garden", "One Family", "Jinweiyuan", "Xiangsihai", "Sunshine Shop", "Zhenyuan Chili Sliced ??Noodles", and "Little Northeast" There are more than 10 in total, and business is very good. The larger supermarkets include "Shanghai Hualian", "Tianguan Chain", "Bingzhonghong Mass Merchant", "Likelong" and "Suguo", the latter three are stores. The number of terminals in towns and villages was counted at 316, including hotels, and the 89 terminals surveyed and communicated with in key areas also included hotels. The number of terminals in the city, including chain supermarkets, has been recorded at 156 and 128 hotels, including 8 Category A and 120 Category BCD, excluding night markets, 46 night markets on Renmin Road and Kangxia Road. The total number of terminals is recorded at 646. There is only one wholesale market "Pedestrian Street" in the county, which sells tobacco, alcohol, daily chemicals, non-staple food, etc. These are the approximate market conditions within Xiayi.

6. Baisha Market Situation

1. In the urban area:

(1) Brands

The mainstream brands in the urban area are: : "Hetao", "Songhe", "Black Earth", "Zhijiang", "Gujing" and "Zhanggong", these six brands have been operating in Xiayi for more than 18 months, and they are regional A strong brand has a high purchase rate among consumers and a high degree of recognition by terminals.

(2) Price

The prices for exchanges in urban areas are 20 yuan, 30 yuan, and 40 yuan. This is the price of the hotel. The prices in the supermarket are 15 yuan, 20 yuan, and 25 yuan. Yuan, 30 Yuan, 35 Yuan. Among them, the Hetao Red package is priced at 30 yuan in a hotel and the supply price is 14 yuan. The hotel price in Songhe is 40 yuan and the supply price is 25 yuan. The one-star hotel in Zhanggong is priced at 20 yuan and the supply price is 12 yuan. A little lower is 10 yuan a bottle, and the hotel price is 6.5 yuan (seed wine Shilibacun).

(3) Promotion

Hetao has assigned promoters to all Category A hotels in the county. There are two promoters per store in larger hotels and one in smaller hotels. The promotional prizes for Hetao in the hotel include box lid prizes, 5 yuan in cash for 20 yuan/bottle, and 10 yuan in cash for bottles of 40 yuan; Songhe has no promotions in the hotel. It's rare to be confused. In the hotel, there are 5 yuan in cash for 20 yuan, 7 yuan for 30 yuan, and 10 yuan for 40 yuan. And there are photo pictures and promotional instructions printed on cardboard, and there are promoters on them, and There is a travel bonus of 700 yuan. The hotel owner hung lanterns in the hotel for "Zhang Gong", "Hetao" and "Song He". Song He gave white porcelain kettles to the Class A hotels. Zhang Gong’s 20 yuan bottle offers five-for-one, Yangshao’s 40 yuan per box offers ten-for-one, and Black Earth has not been on sale in Xiayi (recently). Shiliba Village implements a buyout system (10 yuan) in hotels at the same price. Zhijiang has promoters in some hotels. Hualian Supermarket in Hetao gives promoters 8 yuan for every box priced at 28 yuan/bottle, and 15 yuan for a box priced at 38 yuan/bottle. In Zhijiang, a stainless steel cup will be given for purchases under 100 yuan, and a tea set for purchases over 100 yuan. Buy any kind of Baiyang and get a pack of Blue Beer for free.

Reference: Liquor market survey in nine cities in Anhui

Mainstream price bands and main products in Anhui market

1. Price band of 80-100 yuan: Gujingyuan In the price range of Pulp Xianli and Kouzijiao 5-year-old, the market is basically "monopolized" by Gujing Xianli and Kouzijiao 5-year-old. Due to price transparency and serious market cross-selling, terminal merchants have low profits and high sales enthusiasm. However, because of the high brand recognition among consumers, it is a must-sell product for terminals. This price range accounts for more than 40% of sales in the market, and the acceptance of this price range in northern Anhui is higher than that in southern Anhui.

2. Price range of 110-150 yuan: Gujing original pulp 5 years old, Kouzijiao 6 years old Xiaochijiao and Yanghe Haizhilan. This range is mainly for various banquet wines, and Gujing 5-year-old wine is sold ; For the past 6 years, these two products have occupied more than 50% of the market share in this price range. This price is more recognized by consumers in southern Anhui than in northern Anhui, especially in rural markets in southern Anhui. Anhui's overall Gujing puree has been on the rise in the past five years. Xiaochijiao has performed well in key towns in Anqing. The atmosphere of Yanghe Haizhilan terminal is eye-catching. In the current period, the consumer group is mainly foreigners returning home; from a market perspective, this stall occupies about 30% of the market. % or more of sales share.

3. Price range of 220-280 yuan: Yanghe Tianzhilan and Gujing puree have been affected by the general environment for 8 years. Business banquets and group purchases have declined sharply, and the mid- to high-end and high-end liquor markets have been sluggish. , the performance is more obvious in the northern Anhui market, and the consumption level in southern Anhui is generally higher than that in northern Anhui. Terminals with resources have declined several times year-on-year this year. Terminals without resources have basically not sold at this price.

Analysis of mainstream liquor brands in Anhui market

1. Gujing Tribute Liquor: Gujing vintage puree series perform well throughout the province, especially in Fuyang, Huainan, Bengbu, and Anqing In other regions, the overall sales trend has increased significantly. From a product point of view, the original product structure, which was mainly based on the minimum amount of gifts, has also changed to one based on gifts + 5 years, which was particularly obvious during the Spring Festival last year. The Gujing vintage puree series in the province mainly relies on brand driving + large merchants, while channel + organizational driving force is relatively weak from a market perspective. From the perspective of consumers and channels, the reputation and acceptance of the Gujing brand are relatively high. In addition to the vintage puree series, Gujing has also vigorously promoted Gujing Danya and Gujing Hongyun series products in the province. From a market perspective, the effect is very little, and terminal sales are not ideal. In addition, Gujing has developed and supplemented many secondary line products in strong areas (Rouya series, Yaxiang series, Gujing Yuye, etc.), and their performance has been average or even poor.

2. Kouzijiao: It has always stood at the forefront of consumption upgrading and performed strongly in some regions (Anqing, Lu'an, Tongling, Wuhu, etc.). Kouzijiao is "stable" in terms of quality and price. Stable, stable market, stable policies, stable sales.

3. Xuanjiu: Xuanjiu took advantage of the rising market momentum in Hefei and deployed throughout the province, performing well in some markets (Huainan, Suzhou, Lu'an, and Anqing). The overall sales volume also fell significantly; mainly Operation method: display in store + vivid packaging + rebates for large customers + banquet breakthroughs. Compared with seeds, the resources invested by Xuanjiu are relatively focused and cautious; the benefits of Xuanjiu’s strong single product focus strategy are resource focus and consumption Investors are quick to recognize, but the result is that a wave of prosperity will lead to a boom, and a wave of abandonment will lead to waste. In mature markets, problems such as aging products and insufficient profits cannot be solved because of the single product, so there may be a gust of wind.

Survey on the liquor market in nine prefecture-level cities in Anhui

1. Fuyang: Fuyang has a market capacity of about 1.5 billion, of which about 600 million are in the urban area. The market capacity is huge and competition is fierce. The seed base market , achieving full price coverage through multiple brands, with strong channel blockade. Currently, it mainly promotes the Hetai series priced at 80-120 yuan, and its performance is acceptable. Xuanjiu entered the field not long ago and was surrounded by seeds, so its performance was average. The channel operation door frame is high (due to the seed blockade, among which the catering seeds are strictly blocked, and all large stores are bought out at a 30-55% cash discount). The entrance fee for large store brands is about 20,000 yuan; the display of circulation channels requires cash display, 240 yuan per month , large stores have also been bought out by seed investment resources, and the sales volume is not required to invest 20,000 to 40,000 to 40,000 in drinks to support it.

2. Huaibei: The Huaibei market is about 1 billion. The sales of seeds and Xuanjiu have dropped significantly. In the Kouzi base camp, the former one company has become the one with two companies competing at the same time. Kouzi dominates the share. Local brands have obvious advantages, followed by Gujing vintage puree.

Catering and terminal consumption trends are mainly highlighted by the price range between 70 and 100.

3. Bengbu: The capacity of liquor market in Bengbu is about 1 billion. In the strong area of ??Gujing, Gujing has a good atmosphere, hundreds of mid-range wine brands are blooming, and brands such as Seed, Xuanjiu and Wanjiu King are blooming. Consumption is on an upward trend, with Gujing and Kouzi each accounting for half and half, and the varieties are rising (it takes five years for consumption gifts to be upgraded, and five years for Kouzi to be upgraded for six years)

4. Huainan: The Huainan market’s liquor capacity is about 600 million, and overall The consumption structure is relatively high, mainly vintage puree + Kouzijiao. The Gujing atmosphere is good, but terminal sales enthusiasm is not high due to policy reasons. The middle and low-end products are mainly Xuanjiu + seeds + Yingjia, about 4+4+2 pattern. The door frame of catering is relatively high, and the entrance fee for large stores is 8,000-10,000 yuan. Some core stores directly invest resources at a discount (40-50%). County-level markets have lower door frames and greater opportunities for operation.

5. Chizhou: The liquor market capacity in Chizhou is about 800 million. Kouzijiao and Gujing are strong areas, and the consumption level is relatively high. The basic consumption of wine is more than 100 yuan. The rate of bringing food and beverages is extremely high, so the catering The operating door frame is not high, but it is only used as an image display and cannot bring sales or promote the market.

6. Wuhu: The capacity of liquor in the Wuhu market is about 1 billion. Seed liquor used to perform well in the Wuhu market, but now its sales have declined very seriously. The current market is mainly dominated by the Kouzi series and the Gujing puree series, each accounting for half of Jiangshan, followed by Yanghe. The high-end wine is mainly Wuliangye. The catering industry is developed and is the main competition channel for wine. Therefore, the threshold for buyout fees in the catering industry is high. In-store purchases The display atmosphere of the liquor department is full; the terminal business sales have declined seriously

7. Tongling: The liquor market capacity in Tongling is about 600 million, and Kouzijiao has an absolute advantage, followed by the Gujing puree series, and then Yingjiayin Star, occupying more than 60% of the market share. Yanghe and Gujing original pulps are displayed and signed once a year; Yanghe is exchanged once half a year for Sky Blue, with a maximum limit of 50 bottles; Gujing original pulp is paid once a year, and the payment is a gift version with a maximum limit of 48 bottles.

8. Anqing: The liquor market capacity in Anqing is about 1 billion, and the overall market capacity for mid-range liquor in the city is about 150 million. Among them, Kouzi and Gujing share the world equally, accounting for half of the country, with 40 million seeds and 20 million Xuanjiu. , the others are 30-40 million (Yingjia, Anhui Shuchun, Yanghe, etc.). The operating door frame is not high, but the area is concentrated in illegally priced goods; the consumption structure is high, especially in the banquet market, where wine for banquets is basically more than 100 yuan

9. Lu'an: The liquor market capacity of Lu'an is about 1.4 billion about. Overall, a hundred flowers are blooming, the brand concentration is not high, there is no absolutely strong brand, the mid-to-high-end segment is dominated by Kouzi, and Gujing's performance is mediocre due to price increases and other reasons. Mid-to-low-end Yingjia, Seed, Xuanjiu, Danya, and Wenwang are all on sale, but none of them can control the market strongly. Yingjia has seen a serious decline, Seed has been tepid, and Xuanjiu has gained momentum, so the overall pattern has not been formed.

Analysis of consumption characteristics of Anhui liquor market

1. The consumption structure presents a relatively mature phenomenon of “one high and one low”. The high-end segment is mainly based on traditional famous wines, and consumption at prices between 130-300 yuan is immature. The mainstream consumption is still at prices below 130 yuan. Among them, for non-business banquets, the mainstream consumption is between 80-130 yuan;

2. Consumption upgrade has been demonstrated, which is affected by the overall consumption power and belongs to two levels of differentiation. Taking the fifth year of Kouzijiao as the cut-off point, the current sales volume of this type of wine is declining and is in a serious trend. The rise of light-bottle wine has highlighted the level of consumption; while the wine for banquets is mainly the fifth year of Kouzijiao or the ancient well. And it is on an upward trend, with the zero cut-off point being within 130 yuan;

3. The alcohol content of liquor is concentrated between 40 and 46 degrees, with strong aroma accounting for more than 90% of the sales share. There are obvious signs of low-alcohol liquor, mainly among middle-aged and young people, and the taste adaptability has been significantly enhanced, while liquor with a high alcohol content of over 50 degrees is mostly consumed by people over 50 years old.

4. In addition to high-end liquor (such as Moutai, Wuliangye, Mengzhilan, etc.) and light bottle liquor (Lao Village Chief, Niulanshan, Jianzhuang, etc.), consumers prefer Anhui local liquor, which is a serious sentiment Exclusive market. ;