In this regard, some insiders analyzed to Zhongxin Jingwei client, saying that the purpose of liquor enterprises to raise product prices is to increase brand image and price share. Near the peak season of Spring Festival sales, the price of first-line famous liquor has basically been upgraded, but it is not excluded that some regional famous liquor prices will be increased in the peak season of sales at the end of the year.
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Photo by Yan Shuxin, a new editor in liquor data map
There are also liquor brands calling for price increase
Last week, there was a market rumor that the price of Swellfuns products would rise across the board. After a few days of the news, it finally landed.
Recently, Shuijingfang confirmed to the media that the company has officially issued the notice on adjusting the suggested retail price of some Shuijingfang products on November 12. According to the notice, from now on, it is planned to adjust the suggested retail prices of the four products, namely, 52 degree Shuijingfang u00b7 collection master Edition (500ml, the same below), 52 degree Shuijingfang u00b7 zhenniang No. 8, 52 degree Shuijingfang u00b7 zhenniang No. 8 Xiqing edition and 52 degree hongyunzhuang. Among them, the retail price of 52 degree Shuijingfang u00b7 collection master edition is suggested to increase by 60 yuan per bottle, and after the price increase, the retail price is suggested to increase by 1039 yuan per bottle; the retail price of the other three products is suggested to increase by 20 yuan per bottle.
For this price increase, Shuijingfang said that the product price change is based on the adjustment of market conditions, the company attaches great importance to the reasonable profit level of channel partners, and the product price increase is the optimization and maintenance of the value chain.
It is understood that the master collection and zhenniang 8 are the core products of Shuijingfang, and the suggested retail prices after the price increase are 1039 yuan / bottle and 478 yuan / bottle respectively. This means that Shuijingfangs big items will also stand on the price belt of 1000 yuan.
In addition to Shuijingfang, it has been recently reported that Jiugui Liquor also needs to raise the price of some products. On November 11, JiuGuiJiu issued a document to stop the sale and increase the price of its domestic wine.
According to Beijing business daily, Hunan neishen Liquor Sales Co., Ltd. (under Jiugui Liquor) issued two documents on November 11, i.e. notice on the suspension of supply and quota implementation of 52 degree 500ml neishen liquor in Hunan market and notice on price adjustment of 52 degree 500ml neishen liquor. Prior to that, the sales company of internal ginseng liquor required all the contracted customers to order an additional 52 degree 500ml of internal ginseng liquor with a price increase of 20 yuan / bottle.
Has the market price of these products been raised?
However, Zhongxin Jingwei noted that Shuijingfang mentioned in the price adjustment notice that the suggested retail price of the above products is only for reference, and the specific sales price is determined by the merchants according to the actual business situation.
Then, after the price adjustment notice is issued, has the market price of these products been raised?
On November 15, Zhongxin Jingwei reporter saw in a chain supermarket in Beijing that some of Shuijingfangs products are participating in promotional activities, among which the original price is 438 yuan / bottle of 52 degree zhenniang No. 8, and the current price is 395 yuan / bottle. Even the original price did not reach the recommended retail price of 478 yuan / bottle.
In a supermarket in Beijing, the selling price of 52 degree Shuijingfang zhenniang No. 8 is 395 yuan / bottle. Photographed by Yan Shuxin, Zhongxin Jingwei
In addition to offline channels, the online price of the above products of Swellfun is far from the recommended retail price. Take the Jingdong flagship store of Shuijingfang as an example. The price of the master edition of 52 degree Shuijingfang collection is 799 yuan / bottle, and the price of 52 degree Shuijingfang zhenniang No. 8 is 359 yuan / bottle.
Shuijingfang has missed the best opportunity to raise the price. In fact, Shuijingfang does not have much space to hold down the goods when other brands have finished raising the price and holding down the goods. If we raise the price at this time point, it is difficult to achieve the expected effect. Zhu danpeng, an analyst of Chinas food industry, said in an interview with the client of China Singapore Jingwei.
Will the liquor industry meet the price rising tide again at the end of the year?
It is understood that in the first half of this year, the liquor industry once ushered in a wave of rising prices. Liquor enterprises represented by Wuliangye, Luzhou Laojiao, Yanghe Co., Ltd. have taken measures such as stopping and raising prices to push up the market prices of high-end products. In the second half of the year, the voice of rising price has been heard in the liquor market.
In August this year, Luzhou Laojiao issued a price adjustment notice, and the prices of 38d and 52d Guojiao 1573 classic bottles were increased by 30 yuan per bottle. Among them, the suggested group purchase price of 38d Guojiao 1573 is 680 yuan per bottle, and the suggested retail price of the terminal is 799 yuan per bottle; the suggested group purchase price of 52d Guojiao 1573 is 919 yuan per bottle, and the suggested retail price of the terminal is 1099 yuan per bottle.
In September, Luzhou Laojiao announced to cancel the planned quota for September of Guojiao 1573 nationwide. At that time, some analysts said that it conveys to the market a firm determination to maintain price rigidity in the second half of the year.
In addition, the eighth generation of classic Wuliangye (general five) has also stood at a price level of 1000 yuan after a round of price hike since August 1.
Photo by Yan Shuxin, a new editor in liquor data map
The purpose of raising the product price of liquor enterprises is to enhance the brand image and price share. Near the Spring Festival sales peak season, the first-line famous wine has basically completed the price upgrade, but it is not excluded that some regional famous wine prices increase in the sales peak season. Cai Xue, an expert in liquor industry, flies to Zhongxin Jingwei client analysis.
However, a liquor market person also mentioned in an interview with Zhongxin Jingwei client that after the early centralized price increase, the liquor industry should not have a large-scale price increase before the Spring Festival.
Affected by the overall slowdown of alcohol consumption, the range and frequency of liquor price increase this year has decreased compared with last year. In addition, high-end liquor prices have been upgraded after the early concentrated price increase. Therefore, even some liquor companies raise product prices before the Spring Festival, it is estimated that it is difficult to trigger a large-scale price rise again. Market people said. (Zhongxin Jingwei APP)
Source of this paper: editor in charge of Zhongxin Jingwei: Chen Hequn u301d nb12679