Terminal demand improvement superimposed on preferential promotions The liquor market sales picked up significantly before the holiday

The pace of the Lunar New Year in 2023 is getting closer and closer, as a "hard currency" for Spring Festival gifts, the terminal sales of liquor have picked up significantly
recently.
On January 11, a reporter from Securities Daily visited a number of tobacco hotels and supermarkets in Beijing and learned that many liquor brands have launched preferential promotions
.

On January 11, a reporter from "Securities Daily" came to the wine area of an underground supermarket in Haidian District, Beijing, and found that many liquor brands had launched discounts and promotional activities
.

"This year, everyone has a strong desire to return to their hometowns for the festival, and the number of people who buy alcohol in stores has increased significantly, so we must seize this time node to promote liquor sales
.
" The relevant staff of the wine area told the "Securities Daily" reporter, "Most of the liquor brands on the shelves have discounts, and it is very cost-effective
to buy before the holiday.
" ”

Qian Yongsheng, general manager of Guangdong Yuepin Hui Trading Co.
, Ltd.
, told the "Securities Daily" reporter: "In January, people's demand for wine has increased significantly, and the inventory at the channel end has been digested some
than before.
”

With the recovery of terminal sales, many securities companies judged that the liquor industry is expected to be good
.

Guotai Junan released a research report saying that it is more optimistic about the repair of liquor consumption, and the macro policy dividend is expected to help consumption revitalization, and the "red door" of liquor is steadily advancing
.

Guojin Securities Research Report said that from the perspective of mobile sales, negative factors are being eliminated, and the situation of returning home during the Spring Festival is better than expected
.
Judging from the scene, the demand for gifts to visit relatives and friends during the Spring Festival is the most certain, and the banquet and annual meeting of enterprises are partially postponed to the next year, and the actual Spring Festival benefits are longer
.
From the performance point of view, the Spring Festival real estate wine collection target and progress are basically the same
as in previous years.

In the secondary market, the liquor sector, which had previously undergone deep adjustment, also ushered in a round of valuation repair
.
The industry believes that the liquor market is expected to be good during the Spring Festival holiday, which is expected to continue to promote the upward movement of the industry, and it is expected that high-end brands and real estate wine brands with better terminal sales will benefit
the most.

Under the expectation of the liquor industry, many liquor companies started a "marketing war"
before the Spring Festival.
Kweichow Moutai recently launched the "metaverse + wine" marketing model, and on the occasion of the launch of the Moutai zodiac wine in the Year of the Rabbit, the same digital collection was simultaneously launched on its digital platform
.
At the beginning of the new year, Wuliangye held a reunion banquet with the theme of "Hemei Wuliangye Happy China Year" in 48 cities across the country, and seized the New Year's Day and Spring Festival peak season marketing
through the blockbuster action of the core big item - the eighth generation of Wuliangye renewing packaging.

However, the industry generally believes that the liquor industry will take time to recover
.
"There will be a significant increase in liquor consumption during the Spring Festival this year, but due to the high pressure on distributors' inventory, the market may still be dominated by digesting inventory
.
" Xiao Zhuqing, a wine industry person and chairman of Wuhan Jingkui Technology Co.
, Ltd.
, told
the "Securities Daily" reporter.

Since 2022, due to multiple factors, the pressure on liquor channel inventory has increased
.
According to the feedback of distributors in some regions, although the liquor industry is ushering in the peak season, there is still no demand for replenishment, and it is still in a wait-and-see state
.

In this regard, Xiao Zhuqing said: "Under the background of economic recovery and market expectations, it is expected that the liquor industry will return to normal
after the Mid-Autumn Festival this year.
Kaiyuan Securities also expects that by the mid-autumn of 2023, the channel inventory can be degenerated to a natural state
.

(Reporter Wang He, trainee reporter Feng Yuyao)