Beijing News (Reporter Xue Chen) The Mid -Autumn Festival and the National Day “Double Festival” is an important node for the peak season of liquor consumption in the second half of the year, especially the liquor industry that has undergone the new crown pneumonia. Out of the best solution to attract consumers and seize market share.
A few days ago, the Beijing News reporter noticed during the market visit that consumers have become more rational when consumer, especially in the high -end liquor market. Consumers face complicated and complicated liquor promotion activities. In addition, the wave of “sauce is hot” is also on the consumption side. Some analysts have stated that the curiosity of “double festival” consumers’ curiosity about sauce wine may become a routine choice for daily drinking in the future.
Different preferential measures
Before double festivals, there were many preferential promotions of alcoholic promotions in the superior channels, and the smoke hotels were relatively calm.
At a cigarette hotel near the Pomegranate Metro Station of Fengtai District, a reporter from the Beijing News asked if there was a promotional activity before the Mid -Autumn Festival in the store. “The price of large commercial super products is lower than those of our small shops (the price). We buy and sell again, that is, earning a hard work.” The shop said. However, some businesses also told the Beijing News reporter that general tobacco and alcohol banks will focus more on group buying business of nearby cooked customers. Daily retail is not the point. Reflected before the Mid -Autumn Festival.
Compared to the “low -key” of tobacco and alcohol, the supermarket is obviously more lively. Various types of discounts cover three high -school products. In the low -end product parts, Niulangshan series products are the focus. Among the many supermarkets visited by the Beijing News, Niulanshan products are placed in the most conspicuous position in the liquor area. In the case of Hema Xiansheng Supermarket near the Daxing District Zaoyuan Subway Station, under the limited situation of liquor products in the store, Niulu Mountain still occupies a large promotional space.
The Beijing News reporter saw in the store that a 52 -year 400ml of specifications called Niulan Mountain’s century -old aging, the original price of 148 yuan, a preferential price of 129 yuan. Consumers who purchased on -site told reporters that “Niulan Mountain belongs to the white wine that people in Beijing are more commonly bought. This kind of price of this 100 yuan price section is more suitable Drinking, buying more will not have much economic burden. “
The reporter also received similar feedback at the sales counter in other supermarkets.
Compared to the lively scenes of Niulan Mountain, many preferential activities of high -end and high -end products are relatively “vague”.
In a supermarket in Hongkun Plaza, reporters from the Beijing News noted that high -end famous wines including Wuliangye and Guojiao 1573 have discounts, but compared to other low -end brands, there are obvious large color advertisements. The information is much low -key.
Taking Wuliangye as an example, Wuliangye 1618 made a discount price of 300 yuan by single bottle, and Wuliangye’s classic 52 -degree liquor made a single bottle of 200 yuan preferential price; Guojiao 1573 also had a single bottle of discount, 52 degrees 500 500 500, 52 degrees 500 500 The national cellar 1573 single bottle of the country was reduced by 300 yuan.
Wuliangye products have a “full one” full reduction activity, and a supermarket located in X Hongmen Huiju Center, which is also 1618 full of 300 minus. However, the Guojiao 1573 in the store not only made the identity identification information of “bottle stored in 2017”. The preferential price was lower than Yonghui, and it could be reduced by 210 yuan over 1,000 yuan.
In the supermarket, the reporter of the Beijing News also saw the discount information of Shuijingfang, Langjiu, and Yanghe Dream Blue, consistent with the information of Guojiao 1573, all minus 210 yuan over 1,000 yuan. The clerk told the Beijing News: “It is more suitable to buy famous wine now. Compared with the discount activities of a single brand, you can choose a number of different brands of products to enjoy the same discount. few”.
In addition to cash discounts, the Beijing News reporter also noticed that many supermarkets have other categories of promotional activities. In addition to the regular buying well -known white wine to send wine, wine delivery and other activities, there are even activities that send mobile phone bills. Taking the Sword Nanchun preferential activity in many supermarkets as an example, every two bottles of crystal sword Nanchun products during the Mid -Autumn Festival, that is, a 50 yuan mobile phone call fee and 6 bottles of 6 bottles will be given to 180 yuan for mobile phone bills.
Moutai price “cools down”
In a popular promotional activity, a reporter from the Beijing News also noticed that the Guizhou Moutai wine, which has been showing a high -cold image in the past, has also appeared in promotional information.
In a large supermarket in Xhongmen, the 43 -degree 500ml of Feitian Moutai is priced at 1199 yuan per bottle, and a box of full boxes will be reduced by 1,200 yuan. The clerk said that the price of a single bottle was 999 yuan, which was more discount than usual.
In fact, from the perspective of market feedback, it is not a rare thing to promote the 43 -degree flying Moutai. The 43 -degree Flying Moutai is far less popular than 53 degrees flying Moutai. However, the recent news about Moutai’s increase in market launch has attracted much attention from the industry. The Beijing News reporter also noticed during the visit that many business and over -channels have also launched a series of pre -order activities for 53 degrees flying Moutai.
Take Wumi Supermarket as an example. On September 15th, a total of 70,000 bottles of Maotai was released on its official public account. Among them, the “double festival” Moutai appointment lottery activity, Wumei invested 60,000 bottles; Moutai’s Moutai “empty bottle repurchase” event. When a reporter from the Beijing News consulting at Wumi Supermarket’s offline store, the clerk also told reporters that the event is indeed underway, but the “empty bottle repurchase” event is not all stores. Specific stores that support the repurchase.
Subsequently, the reporter from the Beijing News learned from the open channel that before the double festival this year, Maotai continued to concentrate and put the Moutai wine to the terminal market one after another. This number increased compared to the same period last year. In addition, Moutai has also strengthened accurate distribution, focusing on ensuring the launch of super -e -commerce and self -operated channels. Secondly, it is also launched in order of key, medium, and small markets to give priority to meeting the launch of large and medium -sized markets such as Beijing and Shanghai. In addition, in addition to Feitian Moutai, Moutai will also increase the market for boutique wine, zodiac wine, aged wine, etc.
Some views point out that the increase in the launch before Moutai’s “double festival” is still to ensure that its “stable market and stable” measures can be implemented. Subsequently, the Beijing News reporter saw on the public account of multiple Moutai wine banks that the price of 53 degrees of flying in Moutai in the 21st year has fallen to less than 3,000 yuan, and the highest decline appeared on September 18, the decline was 70 yuan, and the decline was 70 yuan. The price was 2900 yuan; by the 19th, it continued to fall by 20 yuan, the price was 2880 yuan, and the price increased by 10 yuan on the 20th. The price was 2890 yuan.
Industry insiders said that from the current situation, after the news of Moutai’s stable market volume came out, some merchants who accumulated Moutai wines have already been found Moutai in the hands. Therefore Essence
Famous wine consumption rational
Corresponding to the cooling of Moutai’s wine is the increasingly rational consumption concept of consumers. Consumers in a supermarket in Zaoyuan told reporters: “Of course, Flying Maotai is good, but it is necessary to buy it. Buy some tasting on the holiday, but it is not necessary to buy in order to follow the trend.”
In fact, as Niulan Mountain occupies the protagonist position in the supermarket, many clerks feedback to reporters. At present, the liquor promotional products that are mainly promoted in the store in the store are mainly low -end products under 300 yuan. After all, these products are easy to go. The amount is also more suitable for family members to drink during the Mid -Autumn Festival. Although high -end liquor also has a certain discount, from the perspective of the purchase situation, consumers buy high -end wine in the supermarket, often only buy a small amount of one or two bottles, or family experiences, or entertain important guests.
Consumers also know more clearly the products they want to buy. At the same time, compared to the previous “lover”, it is more obsessed with their favorite brands, and this year’s Beijing News reporter found that consumers were more willing to try new products during the investigation. Especially under the rendering of “sauce hot”, many consumers are trying to change the drinking style to buy some sauce flavor.
The Beijing News reporter learned in Yonghui Supermarket with a consumer that the consumer was mainly used to give gifts this time, so he wanted to choose a product with a high brand awareness. In the past two years, the voices of sauce wine are relatively high, so I also want to try two bottles. When asked why the product produced by Moutai in Guizhou, the consumer said that he also felt that “big manufacturers produced, quality and face are more appropriate.”
Some people in the industry also pointed out when communicating with reporters from the Beijing News that the voices of sauce wine in the national market are getting higher, which is not only reflected in the more and more effortless sip of business promoters. The sauce -flavored liquor products represent the popularity of the market for accelerating the popularity of fragrant liquor and fragrant liquor.
Beijing News reporter Xue Chen Picture Xue Chen Photo
Edit Zheng Mingzhu School Division Jia Ning