The era of "you can make money while you lie down" is over

Recently, the sauce wine market has been shrouded in the sound of cooling down

The capital side of the channel side is "fever"

The outside world began to clearly realize that the cooling of the "sauce and wine fever" was in the past October

In mid-October, the 105th National Sugar and Wine Commodities Fair was held in Tianjin

At the end of October, Moutai released a price drop signal

The cooling trend of "channel fever" is even more obvious

The Henan market centered on Zhengzhou is one of the largest sauce wine markets in the country.

"At the terminal, some sauce wines can't be sold at all, because their peers are reversing each other

In addition to the "fever reduction" in the heavy market channel of sauce wine, there are also wine merchants withdrawing from the emerging markets of sauce wine such as Chengdu, Beijing, Xi'an, and Hefei

The capital market is also "fever"

There are many factors behind the cooling of "sauce and wine fever"

Recalling the early stage of the "sauce wine craze", the sauce wine market is still "rising"

The "sauce and wine craze" was originally a "category craze" caused by the "Maotai craze"

Yang Jingui, a senior practitioner in the liquor industry, analyzed some complex factors behind the cooling of the "sauce and wine fever"

"There is indeed a certain degree of decline in the sauce wine market, and this decline has a certain relationship with the manufacturers

The Henan dealer who represents a leading sauce wine brand in Guizhou said that the development of sauce wine in the past two years is that as long as you can get the sauce wine brand, you can make money, but dealers are rushing into the sauce wine track, manufacturers The lack of brand and market cultivation eventually leads to the difficulty in sales of products of non-head sauce wine brands, large inventory, inverted prices and low bottle opening rate

Soy sauce wine enters the stage of brand competition

Is cooling down the same as being cold? Tian Zhuopeng, chairman of Beijing Zhuopeng Strategic Consulting Agency, believes that sauce wine is only affected by the general environment, and the market reaction is not so strong, and there is no such thing as cold

"Sauce wine is not cooling down, it's just that the industry has given a particularly high growth expectation this year, and the sauce wine has not soared like last year, or that the distributors have gradually entered the stage of calm judgment from a swarm.

Quan Tu, a senior sauce wine expert and chief expert of Quantu sauce wine studio, said that the development of sauce wine has shown several trends at this stage: first, the sauce wine industry and the sauce wine market have developed to the midfield, and the overall expansion has turned to brand competition , from the original stage where all brands are growing to the stage where the growth of branded companies is better than that of non-branded companies; second, for the purpose of layout and transformation, some distributors stocked up a lot during the hot sauce and wine period, but Trapped by poor sales, there has been a backlog of channel inventory; third, affected by national policies and market supervision, capital "dye sauce" has begun to ebb
.
Quan Tu believes that it is a fact that the "sauce and wine fever" has cooled down, but this is also compared to the too hot and impetuous situation in the past
.
With the insistence of industrial capital, the sauce wine industry will continue to expand and achieve rapid growth
.
In particular, branded companies and large-scale companies will see price increases
.
The current cooling is only a temporary phenomenon and will not affect the rapid and healthy development of the sauce and wine industry itself
.

In the face of the argument that the "sauce wine fever" has cooled down, the relevant person in charge of Guowei Wine Industry said that the current so-called "sauce wine fever reduction theory" and "sauce wine fever cooling theory" are actually the return of the sauce wine fever to rationality, quality and brand performance.
, which means that the future development of sauce wine will be in line with the trend of the overall concentration of liquor in high-quality production areas, high-end products, and dominant brands, focusing on improving quality and strengthening brands.
The way to go
.

"It generally takes 3-5 years for other flavored liquors to complete the transition from hot to quiet.
The changes in the environment, production capacity, and sales channels of the Maotai-flavored liquor market are completely different from other flavored liquors.
The development of the industry
.
" said Li Shukai, senior vice president of Jiuxian.
com
.

　　According to industry insiders, based on a comprehensive judgment, sauce wine will still maintain a high level of activity, but it will quickly enter the stage of brand competition.
It will be difficult for small and medium brands to break through and the gradual clearing of inferior sauce wine will be a major trend.
There are medium and large brands with enough high-quality wine.
will enjoy more industry dividends
.

　　At present, the industry basically maintains an objective and rational attitude towards the cooling of sauce wine, and sees that sauce wine will return to a rational heating side
.
However, on the other side of the cooling, there is an undercurrent of crisis, which requires more attention and thinking from the industry
.

　　"We should be wary of blindly raising the price
of sauce wine.
At this stage, the popularity of sauce wine is mainly due to the limitation of production capacity, and the market prices of almost all products are soaring
.
In this context, a large number of speculators have begun to flood into the sauce wine market to charge shoddy products.
It’s not uncommon to see fakes as real, and blindly raising prices is bound to run counter to the original intention of building product reputation and branding
.
” Fu Hongbing, vice president of Yanghe Co.
, Ltd.
and chairman of Guizhou Guijiu, said that in addition to blindly raising prices, many emerging sauce wine brands also Blindly expanding production
.
"At present, the phenomenon of 'building with land and expanding with money' is very obvious for large and small enterprises.
It can be said that they are in full swing and thriving
.
In the next 5-10 years, the expanded base wine will be fully put into the market, and the relationship between supply and demand will be broken.
the current landscape
.
”

　　"Some well-known manufacturers have insufficient base wine and old wine reserves, which has affected the quality output
.
Inflated prices and unstable quality will overdraw consumers' loyalty and trust in the sauce wine category
.
" Insiders Said that it is not only the quality crisis but also the operation of the marketing team that wakes up the alarm for manufacturers
.
Inadequate market services, constant flow of investment and speculators, and indiscriminate boasting in propaganda will not only hurt the hearts of channel dealers, but also disappoint consumers, which is a very scary thing for the industry
.

　　"The era of 'making money while lying down' has passed.
Soy sauce wine has entered the stage of brand competition.
Only companies with large scale, strong brands and deep channels can be competitive
.
" Zhang Daohong, Secretary of the Party Committee and Chairman of Jinsha Wine Industry If so
.

　　(Comprehensive arrangement by Gu Yufei)

"China Food News" (version 04 on November 22, 2021)

　　(Editor-in-charge: Gu Yufei)