market Year is more valuable than wine Moutai sells 200 thousand in 80 years Honghua Lang 10 group buying price 290 yuan, 15 years 400 yuan. In the afternoon of April 26th, in a well-known chain of tobacco and wine in Yubei, the customers who are selling forward to buy wine are skilled in introducing the price of various products, because the visitors are regular customers, so even if the quantity is small, they can also enjoy the group purchase price. But the retail price is much higher than the difference between the two liquor group buying price of 110 yuan. According to the official guidance price of Langjiu, Honghua Lang has a retail price of 458 yuan a bottle for 10 years, and a bottle of 698 yuan for 15 years, with a difference of 240 yuan. The average brand year wine is low key , Moutais 80 year factory price is more than ten thousand. Jiang Zongming, a senior wine expert and chairman of Chongqing Zong Ming liquor industry, told reporters that the annual wine year is more valuable than the wine, and the same brand of wine, different years, and several times the price difference is no longer normal. In Jingdong mall Moutai flagship store, the most low-key Moutai is priced at 5599 yuan in the 15 year, three times the retail price of ordinary Moutai liquor about 1700 yuan. The same in the store, another 30 years Maotai, priced 11266 yuan; more surprisingly, Maotai 80 years old Maotai Maotai liquor 52 degrees 500ml single bottled price 219086 yuan, is the ordinary flying Maotai 120 times more. The day wine is not unique to Moutai. Previously, Luzhou Laojiao special music also made years pricing of Luzhou Laojiao special tune with different storage years. Take 52 degrees 500ml as an example, the proposed group buying price for 5 years is 288 yuan / bottle, and the recommended retail price is 46888 yuan / bottle for 37 years. phenomenon Change a label to hit edge ball The huge amount of gold in the year of wine, let all the wine enterprises flock to it, in the big line on the line of the supermarket, the year flag of the white spirit is just like the river, the price is also uneven, and even cost more than a dozen yuan, you can buy a bottle of the so-called year wine. Xiao Zhuqing, a famous liquor expert and general manager of Shandong winery wine, told reporters that some nonstandard distilleries and small workshops have been established for 5, 10, and 30 years and 50 years, and the wine has become the norm in the industry. These wineries often buy a small amount of original wine from the factory and produce the year wine with old wine. In fact, a bottle of the so-called annual wine in the factory is used to store the new wine for one or two years, but the label is the longest wine year. Xiao Zhuqing said that there are some three or four line wine companies in order to enter the mainstream market, not hesitate to dilute the old brand, change the label and other new brands, to sell the same wine at several times the price, hoping to improve the profit. Xiao Zhuqing, for example, in Chongqing, a district and county small wine factory, introduced 1949 raw pulp, 1979 raw pulp and other products, in fact, new bottle of old wine - wine or the original wine, is to change the label of the year wine edge ball. Industry data show that there are more than 7000 Chinese liquor companies registered in the Chinese Food Association, of which more than 5000 liquor enterprises have launched the annual wine, the top 100 of the top 100 wine enterprises more than 80% introduced the annual wine, and the annual wine market also exceeded 10 billion yuan. investigation A wine enterprise produces a year of wine such as monosodium glutamate The content of old wine is only 1/1000 In the eyes of ordinary consumers, year refers to the time of wine storage, which is not the case. Jiang Zongming told reporters that the wine was not packed in the cellar for a certain year, but was made with a wine with a certain cellar year. He said, according to the Chinese food industry associations public statement, storage of twenty or thirty years and more liquor, with different years of wine blending, the years base liquor content at least 50% to mark wine age. But in fact, a lot of liquor year wine is the opposite, there are some liquor factories in recent years of base liquor, plus a small amount of annual base wine products, labels are marked with a small amount of base wine year. How much wine is added is appropriate. Some famous brands may even have one percent or even 1/1000 old wine content, just like fried dishes and MSG. Jiang Zongming said. Even so, vintage is still highly sought after in the market. This is related to the face consumption, a few people are love to pursue a bottle of bottles, and even more than a few bottles of liquor, which has the pleasure of face consumption. In Jiang Zongmings view, the demand of the year wine consumers for the year is higher than that of the wine itself, which is the main factor contributing to the market of the year wine. Xiao Zhuqing also believes that the annual wine is very popular, depending on the supply and demand relationship, the people of different levels have face consumption demand, the high-end consumer choice of the first line brand of the year wine, the low end of the consumption choice of the two or three line wine enterprises to support the face, so each wine factory, small workshop introduced the annual wine products have market. Consumption upgrading demand Moderately building year can help wine enterprises to upgrade their occupying position The other side of the high price of annual wine is that its value is indeed higher than that of ordinary products. Of course, it means a real year of wine. A well-known liquor enterprise told reporters that the 10 year and 15 years of the common safflower Lang in the market, for example, the price difference is two hundred yuan, but the consumer really can feel the quality is different, but the value of the value of the value of some wine products, still to be debatable. In Xiao Zhuqings view, in the trend of consumer upgrading, more people are willing to pay higher prices to enjoy better goods or better services. Liquor companies need to have high end brands in order to have sustainable competitiveness in this trend. For example, as a regional famous wine, after the restructuring of the mild wine industry group in 2015, it began to invest tens of millions to create Wen he King, of which the product of carrying the flag was 798 yuan / bottle for the 30 years wine, and 1580 yuan per bottle. He said that the rise of the king of Wen he and the emergence of the secret class have promoted the quality impression of the mild liquor industry and the expectation of the brand psychological price. The whole product transaction price of the mild liquor industry group has increased by more than 50% as a whole, and has created a quality increase in the liquor industry in Shandong and even in the national liquor industry. Temperate wine industry has become a wine company with annual sales of more than 400 million yuan. Xiao Zhuqing said that moderately building the high end brand of the year wine will help the wine enterprises to escape from the vicious competition in the pursuit of quantity, the pursuit of scale and the price, and give up the low level growth mode of spelling the low price, and improve the position of the enterprise. Standard development The small workshop year of wine will go out Although the concept of vintage has a history of more than 20 years and is generally accepted by consumers, there is no uniform standard that allows consumers to identify. Xiao Zhuqing said that there is no unified standard definition and no detailed test standard for annual liquor testing in China, which leads to the common phenomenon of chaotic year, counterfeit and blending in the annual wine market. However, these phenomena may be terminated. According to the news issued by the Chinese wine industry association, after 12 years of exploration, China will release the first liquor standard system, including the standard system of annual wine access, the system of wine expression, and the third party supervision and record system. It is reported that the standard has a clear requirement for the annotation of the annual wine products, including the establishment and self improvement of the enterprise level standard system and the standardization of the product level; it is expected to eliminate more than 90% years of alcohol disorder. For example, the standard system requires the production enterprises to qualify for the annual wine production access of the Chinese Liquor Association, and the annual wine production should be put on record by the China Wine Association; the production enterprises have the annual liquor base liquor storage storage, the establishment of the annual liquor regulations and chemical and chemical testing laboratories and the physical and chemical testing standards, to achieve the annual wine production. Product traceability and so on. Xiao Zhuqing thinks, with the Chinese Wine Association record entry system, we can supervise the annual liquor circulation on the market, and the majority of consumers also have the authority to judge the true and false years of the wine, which will greatly purify the year wine market and let the mixed year wine mess up. In Xiao Zhuqings view, as the large-scale wine enterprises have a perfect traceability system and a perfect national wine taster and other talents reserve, the standard formulation will guide the benign development of the industry and benefit the large enterprises. At the same time, the standard can keep some small distilleries and small workshops out of the industry standard, which plays an important role for Chinese liquor to win the confidence of consumers and develop benign forward. A well-known wine company in Chongqing told reporters that no matter the brand effect or profit of the company, it should eventually return to the essence of the product and promote healthy consumption and rational consumption. Another angle of view Abandoning the year can also be a big brand In Chinas traditional liquor culture, wine is the aroma of Chen is a general consensus. A well-known wine enterprise said that many traditional consumers have a persistent pursuit of white spirits, such as flavor, fragrance, and so on. Drinking in the pursuit of a sense of history, and eventually to worship style consumption. But will there be no room for survival when we discard the years signboards? The popularity of young liquor can be said to break the vicious circle of wine and wine. The personage said that Jiang Xiaobai, from Chongqing, was the representative of the youth fashion wine brand, from the beginning to the traditional wine enterprises to pursue complex flavor, the pursuit of history, the pursuit of taste of the thick sense of different, walk light flavor line, advocate liquor mouth opening. In fact, in the giant liquor market, Jiang Xiao Bais sudden rise is not an accident. The wine industry personages confessed that, in the way of consumption, Jiang Xiao Bai was also different from the traditional liquor consumption scene. Jiang Xiao Bai opened the wine with a variety of drinks, such as iced black tea, Sprite, red bull, and so on. It was more fashionable and young, followed the international flavor route, to whisky, vodka and other international wine. Look at the brand. Jiang Xiaobai liquor official told reporters that the traditional liquor market positioning is not clear, the target population is relatively wide, the main function of social communication. Jiang Xiaobai chose to subdivide the market and directly and accurately locate young people. The product positioning is mainly for friends to gather together. Jiang Xiaobai launched the first sorghum white liquor in March 2012, I am Jiang Xiao Bai, a simplified version of a grinded bottle, a blue and white tone, and a paper jacket on the bottle. It is printed with a short and small personalized quotation. I am a young young man and I am a young man of literature and art, I am a young man of literature and art, about tomorrow, Heaven knows and so on, aroused the emotional resonance among urban youths, and soon won the favorite of young consumers. Source: Chongqing news morning editor: Zhu Xiaodong _NBJS6126 Jiang Xiaobai liquor official told reporters that the traditional liquor market positioning is not clear, the target population is relatively wide, the main function of social communication. Jiang Xiaobai chose to subdivide the market and directly and accurately locate young people. The product positioning is mainly for friends to gather together. Jiang Xiaobai launched the first sorghum white liquor in March 2012, I am Jiang Xiao Bai, a simplified version of a grinded bottle, a blue and white tone, and a paper jacket on the bottle. It is printed with a short and small personalized quotation. I am a young young man and I am a young man of literature and art, I am a young man of literature and art, about tomorrow, Heaven knows and so on, aroused the emotional resonance among urban youths, and soon won the favorite of young consumers.