within the plan, it refers to the quota given by the company to the major agents. If the agents sell out the wine with the quota soon and need to replenish it, the goods that are replenished will be unplanned, and the price will be higher, which seems to be 969. The plan is 889.
Recently, some media reported that in 222, the new contract price signed by dealers changed. The unplanned price of 52-degree eighth-generation Wuliangye was raised from 999 yuan/bottle to 189 yuan/bottle, the planned price was unchanged at 889 yuan/bottle, and the contract volume inside and outside the plan was 3: 2. The above new price increase policy is expected to be officially announced at the Wuliangye dealer conference on December 18th this year.
"It is estimated that starting from December, a new contract will be signed in 222, and the price of Wuliangye per bottle will be 1,89 yuan, compared with 999 yuan/bottle." A Wuliangye dealer told Caijing that there are still some stocks in the store, and the prices of the stocks are still sold to old customers according to the previous market prices. After the stocks are digested, the prices of new Wuliangye will be raised. It is expected that the prices will be adjusted in mid-December, and how much the prices of new goods will rise depends on market conditions.
"It is reported that Wuliangye Company did implement the basic quantity price of 889 yuan/bottle for the eighth generation Wuliangye unchanged, and the incremental (unplanned) price (including group purchase) was adjusted to 1,89 yuan/bottle, realizing high-quality planned delivery." A person in the liquor industry told Caijing that because of the long-standing overcapacity and insufficient supply of high-quality production capacity in the industry, there has been a long-standing contradiction between the industry and the lack of good wine. "In the future, due to the continuous consumption upgrade and the development trend of the wine industry to concentrate on advantageous brands, the contradiction between high-quality consumer demand and the actual production capacity growth of the company will become more and more prominent."
"The price increase policy of Wuliangye is normal, because the company, as the head liquor brand, has a relatively large demand in the whole market when the price of Maotai Feitian continues to operate at a high level and during the Spring Festival sales season. At this time, the appropriate price increase of Wuliangye is actually a reaction to the consumption at the end of the market, and it is also a normal performance of its own brand value improvement in the booming season." Cai Xuefei, a wine analyst, told Caijing reporter.
Zhuang Hongdong, the fund manager of Cheese Fund, told Caijing that in the short and medium term, the brand barriers of high-end liquor are very high, the consumer terminals are very sticky to the brand, and the change of brand awareness is relatively slow. Therefore, the price increase of Wuliangye unplanned products will not change the existing competition pattern at this stage.
With the effective control of domestic epidemic situation, liquor enterprises will maintain a sustained growth momentum in 221. In the first three quarters of 221, the year-on-year growth rates of operating income and net profit of Wuliangye were 17.1% and 19.13% respectively, which was better than last year's performance.
liquor price surge
In the terminal market, the price of Feitian Moutai is still high. In order to control the over-hyped retail price of Moutai, Kweichow Moutai (6519.SH) continued to increase the volume of Feitian Moutai in social channels, and at the same time began to completely cancel the unpacking policy.
Unlike Kweichow Moutai, which suppresses the price of Feitian terminal, Wuliangye, as the leader of Luzhou-flavor, plans to adjust the incremental price of the eighth generation Wuliangye to 189 yuan/bottle.
"There will be a meeting in the factory (Wuliangye) in a while, and the ex-factory price of the eighth generation Wuliangye may be raised." Another Wuliangye distributor told Caijing reporter on December 1 that the retail price of a bottle may rise by more than 1 yuan. At present, the price of a bottle of the eighth generation Wuliangye is 1,1 yuan when it is bought in full cases, and the group purchase price is 1,15 yuan per bottle (not sold in full cases). Now, if old customers buy it, they will still sell it at the current market price. "
" Wuliangye price adjustment is the inevitable market feedback under the tight supply of high-quality liquor. On the one hand, the sales volume of Wuliangye continues to grow, and the inventory is at a historical low level, indicating that the market demand for Wuliangye is increasing under the trend of consumption upgrading. " The above-mentioned liquor people told Caijing that on the other hand, high-quality Luzhou-flavor liquor is a "scarce resource in scarcity".
It is reported that according to the annual growth of Wuliangye's high-quality production capacity of 5%, its production capacity is far from meeting the market demand, especially the excellent performance of classic Wuliangye after its listing in recent years, which puts forward higher requirements for Wuliangye's high-quality base wine, making the contradiction between supply and demand of Wuliangye's base wine, which was originally scarce, more prominent.
In Cai Xuefei's view, the price increase will further strengthen Wuliangye's head brand image to a certain extent and consolidate its brand national attribute.
"The whole sector of food and beverage is raising prices, and the price increase of Wuliangye is also in line with the trend, which is more acceptable to consumer terminals." Zhuang Hongdong told Caijing that Maotai didn't raise the price, and Wuliangye took the lead in raising the price, which is not only a manifestation of the improvement of premium ability after the reform launched by Wuliangye in recent years, but also the company's confidence in the improvement of Wuliangye brand.
According to the analysis report of "China 5 Most Valuable Brands" published by World Brand Lab in 221, the brand values of Maotai and Wuliangye ranked 16th and 17th respectively. Among them, the brand value of Wuliangye was 325.316 billion yuan, an increase of 41.57 billion yuan or 14.6% over last year.
"After the price increase, dealers will generally sell at the same price, and may even increase a certain profit, and the terminal price will probably go up." Zhuang Hongdong further pointed out that even if the short-term market acceptance is not high, I believe that through the reforms in recent years, the company's high-end brand image has been further consolidated, and through strategies such as controlling goods, the final terminal price will still be raised.
Feitian Maotai, Wuliangye and Guojiao 1573 are still the main products of domestic liquor with a price above 1, yuan. In fact, in 221, liquor companies have raised product prices.
Shunxin Agriculture (86.SZ), which produces Niulanshan Erguotou, has adjusted the original price of Sanniu series products from January 16th this year: 4 ml, 5 ml, 1.5 liters: 1 yuan/bottle; 255ml: Up-regulated 6 yuan/bottle. From February 1th, the company raised the price of some low-priced Erguotou series light bottle products, barreled products and boxed wine products including boutique series, with the price increase range of about 1%.
It is reported that on June 28th, Jiugui Liquor Supply and Marketing Co., Ltd. issued a notice, and since July 1st, 221, the group purchase guide price of 52-degree 5ml Jiugui Liquor (rich classic) has been raised by 7 yuan/bottle, and the retail guide price has been raised by 11/ bottle.
regarding the product price strategy, the management of Jiugui Liquor (799.SZ) said at the investor exchange meeting in May this year that the core of the company's price strategy is to make scale first, and to improve the quantity under the premise of stable price, so as to ensure the reasonable profits of the company and distributors.