Editors speech: To some extent, liquor luxury is considered to promote the price increase in the liquor industry. Because Moutai and Wuliangye have uncompromising advantages and have the characteristics of luxury scarcity.
The reason for raw materials is difficult to become price increases, and liquor price increase is promoted by the deformed channel mode
The China Film and Distribution Association recently issued a "Notice on the Overall Level of Stabilizing the Overall of the Price of Beef", saying that recently, after the rumors of price increases in the consumer goods industry such as daily chemicals, the Price Department of the Development and Reform Commission has held a meeting of the alcohol industry within two consecutive weeks., Emphasize the stability of maintenance prices.Many liquor companies told the First Financial Daily that they would respond to the call of the Stable market price of the Development and Reform Commission.However, some people in the industry believe that there are many reasons for liquor increase in liquor in turns. This move can only curb the price increase of liquor in the short term and cannot fundamentally solve this problem.
The main cause of raw materials for non -price increases
Yanghe (002304.sz) Director Cong Cong revealed that the local liquor industry association has been commissioned to communicate with Yanghe, indicating that the government wants to stabilize the price.He said that although the companys various operating costs are rising, they will actively respond to national policies. By strengthening internal management, the task of reducing costs will be decomposed to various departments of the company, relying on their own efforts to digest price costs to rise.Shanxi Fenjiu (600809.SH) and Shuijingfang (600779.SH) Zhang Zongjun, and the general manager of Gujing Gongjiu (000596.SZ) Liang Jinhui replied.Liang Jinhui also said that the companys original old products are relatively low, but the prices of new products such as Gujing Gongs plasma are in line with the actual market demand of the market, rather than deliberately manufacturing high prices.
In fact, this notice has no effect on most high -end liquor. Previously, most of the high -end liquor had achieved price increases. This time, it will mainly curb the price increase of second- and third -tier liquor, which will help the price stability of low -end liquor."We will definitely not increase the price, and we will do a good job of demonstration." Wuliangye Group insiders said.
In addition, liquor companies have attributed the reasons for price increases to the rise in raw material prices. However, the rise in raw material costs is by no means the main factor of the increase in liquor prices at this time.At present, in the composition of liquor costs, it is relatively large for food and packaging, accounting for about 20%and 45%, respectively, while labor costs, fuel power and manufacturing costs account for about 16%."Although the cost prices of liquor have risen to a certain extent, in general, its rise is still within the scope of reasonable gains, and enterprises can conduct internal digestion through energy saving and consumption reduction."Essence
The report released by Guangfa Securities also stated that among the wine species, the pre -tax profit margin of liquor is higher, and the inflation environment has created a good atmosphere for the increase in the price increase of high -end liquor.The above -mentioned insiders in Shanxi Fenjiu also believe that liquor is not a typical fast consumer product. The price increase of liquor is not only considered from cost, but also considering brand value.
Luxury motivation for liquor
This time, the price department and other departments of the Development and Reform Commission put forward five requirements for the liquor industry. Among them, it is more interesting to require enterprises to not be able to take the price to increase the price; it really requires the price adjustment must communicate with the association and the government.No more than the rising cost is raised, the price increase is not spread, the price increase information is not spread in advance, and the price increases.
In fact, in the previous round of liquor price increases, follow -up price increases are an important promoter. At present, the 400 to 600 yuan of high -end wine price increase after high -end wine such as Moutai, Guizhou, left the second- and third -tier brands.Power space, such as Shanxi Fenjiu, has raised prices and followed up."The price increase of the second- and third -tier liquor this time is mainly due to the price increase of high -end liquor. Various factors such as high -end liquor led by Moutai and Wuliangye set off various factors such as rising prices of liquor.think.
Some analysts believe that for the liquor industry, whether the price increase of liquor products has a vital role in the development of the enterprise."Many liquor companies have only increased by about 20%in 10 years, but sales have increased by 10 times, mainly to rely on prices to upgrade their products." Yan Jun, director of Shengchu Marketing Co., Ltd.In terms of market -oriented behavior, from the premise that the total consumption will not be greatly improved, the development of the industry can only rely on price improvement.
Luxury liquor is considered to some extent that it has promoted the price increase in the liquor industry. Because Moutai and Wuliangye have the advantages of non -copying and have the characteristics of luxury scarcity.Strategic objectives.However, compared to luxury goods that are thousands of yuan, the prices of these products are still low, and price increases have become one of the measures.There are also people in the industry that the price of white wine in my country is not high compared to tens of thousands of dollars.
In addition, the price of liquor price increase is still promoted by the malformed channel mode.Unlike the high -end wine marketing such as Moutai and Wuliangye mainly relying on quality brands, the central wine focuses on the terminal control.From the perspective of some people in the industry, the favor of liquor companies prices reflects the relatively distorted development methods of the liquor industry.A large -scale liquor company high -level told reporters that liquor companies are currently facing the problem of homogeneity of product products. The dependence on marketing is getting bigger and bigger. High -end liquor is almost the leader of the high -end opinion. In many cases, it is not normalConsumption demand, "For example, a certain emblem wine originally sold 68 yuan in the hotel, the opening fee for the hotel was a bottle of 10 yuan, and the companys one -year charter fee for the hotel was 10,000 yuan, but the competitors later gave 20 yuan/The bottle opening fee is 20,000 yuan for a year, and the companys wine is sold for 120 yuan/bottle. "
Xiaobians speech: To some extent, liquor luxury is considered to have promoted the price increase in the liquor industry. Because Moutai and Wuliangye have the advantages of non -copying, they have the characteristics of luxury scarcity.

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