Liquor Investigation Report Sample 1:
1. Jinan Market Overview
Jinan City is the capital of Shandong Province, a major economic province on the east coast of China, and is the political center of the province. , economic and cultural center. The total area is 8,227 square kilometers and the total permanent population is 5.690 million, including 2.222 million non-agricultural population. In terms of liquor consumption, Jinan market is one of the largest liquor consumption markets in the country, and it is also a famous tough market. Many brands came here with great momentum and then left completely. The specific characteristics of the analysis are as follows:
The overall market capacity is large: Conservative estimates suggest that the overall liquor market capacity is approximately more than 500 million yuan.
High consumer loyalty: Influenced by local culture, the overall consumer loyalty of Jinan people is very high, which makes it more difficult for many new brands to intervene. However, once the Jinan market is opened, its market prospects and sustainability will be Growth momentum will be enticing.
There are many brands and high market expansion costs: there are no less than 20 brands that can create a climate in the market, and the number of overall market brands is no less than 80, including Sichuan wine, Guizhou wine, Wan wine and other wines from all over the country. Factories regard Jinan market as a must-visit place. Due to the transitional competition between brands, a lot of market expenses have been added to the market expansion of new brands, and the market risk is relatively high.
2. Market Brand Analysis
Mid-range Liquor Market
The mid-range liquor market is the mainstream of consumption in every market, and this is also true in the Jinan market. It has become the focus of many new liquor brands. The foothold of the brand. The biggest characteristics of Jinan's mid-range wine market are the large number of brands, strong promotion efforts and lack of sub-concentrated brands. Price main space: 20 yuan-100 yuan. Consumption places: medium and high-end catering markets, supermarkets.
1. Baotuquan
Since 1999, Baotuquan liquor has been firmly in the top spot in the fiercely competitive Jinan liquor market. In 2002, sales revenue exceeded 200 million yuan, and taxes exceeded 50 million yuan. The product series ranged from a few yuan to about 200 yuan, with more than 80 products, occupying half of the Jinan liquor market. Especially in the mid-range liquor market, Baotu Spring occupies a decisive market position, and its "34-degree Baotu Spring" has become the mainstream of consumption in the entire Jinan liquor market. In Jinan's high-end catering market, Baotuquan also controls the sales of most high-end stores by relying on its "local brand advantage". As the leader of Jinan liquor, Baotuquan began to explore the provincial and national markets again. In mid-June this year, it established an independent marketing company on the basis of ending the monopoly sales situation of several large agents. Recruiting personnel with the intention of entering the national market.
However, the development of Baotu Spring also faces great development resistance today when the entire Lu wine industry is in decline. First of all, can its "spring" culture break through regional restrictions? Spring culture is the cultural essence of Jinan people. "Baotu Spring" is the first of 72 famous springs. In the minds of Jinan people, it is the representative of regional emotions. Baotu Spring Wine This kind of regional cultural adaptation is the most fundamental reason for its success in the regional market. In the Jinan market, Baotu Spring can make up for the deficiencies in the operation of other market factors and form an overall value advantage by highlighting the "spring" culture. However, without the Jinan market, the cultural advantages of Baotu Spring cannot meet the overall value demand of consumer groups for alcohol consumption, and the market development of enterprises is difficult. Secondly, there is a big competitive gap between Baotuquan's corporate market control and its peers. It needs to be further improved in terms of product structure optimization and terminal service improvement.
2. Kouzijiao
Anhui Kouzi Group adopts the channel model of cooperatively setting up branches in the Jinan market, forming a complementary effect between manufacturers and merchants. Through market attacks in recent years battle, it has established its position as the best-selling foreign liquor brand in the Jinan liquor market, especially in the mid-to-high-end catering market. Through its delicate market operation techniques and strong terminal support, Kouzijiao has become the main channel for many liquor brands to enter the Jinan market. Competition object. In 2002, its sales in Jinan market were more than 20 million yuan.
3. Bai Baoquan
Bai Baoquan’s success should be influenced by the brand of its big brother Baotu Quan. Its product structure and packaging style basically adopt imitative operating ideas. , adopting price war and promotional warfare techniques beyond those of Baotu Quan on the terminal, eroding Baotu Quan's market share.
4. Xiaomuduxian
Since entering the Jinan market in 1998, Xiaomudusian Liquor has been adopting a steady brand style and focusing on cultural marketing and differentiated marketing. Market entry point, through its solid terminal service strength and marketing ideas for old customers, it occupies more than 10% of the entire Jinan mid-range liquor market, especially in the business liquor market, Xiaomuzixian occupies a large market share. Nowadays, Xiaomuduxian operates through the cooperation of sub-brands such as Xiaofuxian and Xiaojiuxian, and its overall development prospects in the Jinan market are very optimistic.
5. Jinliufu
Through the operation of Fu Culture and the intensive terminal operation of Jinan Railway Purchasing and Supply Station (Jinliufu Jinan regional dealer), Jinliufu has always been the leading brand in the Jinan market. The preferred brand for some consumers, with high brand loyalty, it occupies a large market space in the supermarket and wedding markets.
6. Liuyanghe
Since Liuyanghe entered the Jinan market in 2000, it has replaced more than three dealers, and its channel construction and terminal operations are not very stable. Due to its dealer policy and the current situation of the brand taking off but not taking off, its sales in the Jinan market are gradually declining.
7. Quanxing, Gujinggong, Beidacang, Century-old Store, Yilite, Chishuihe, Kongfujia, Site, Jiugui Liquor and other brands
Due to the influence of various markets Due to the limitations of the reason, the Jinan market has not formed a big climate, and it is mainly concentrated in certain areas or certain places for more focused sales.
8. Tiancai, Kinmen Gaoliang Liquor, Jiudian Liquor, Nahu Liquor and other brands
Since these brands have just entered the Jinan market, their current development status is not very obvious. But they are all aggressive, aiming to get a share of the "cheese" in the melee of many brands.
Low-end wine
Jinan’s low-end wine market is mainly dominated by Beijing’s Erguotou, Jianzhuang and Lanling brands. Through long-term market operations and brand cultivation, they have already owned a lot of brands. A large number of loyal consumer groups have high brand loyalty, and the brand concentration in the consumer market is also very high. Price main space: less than 5 yuan. Consumption places are mainly concentrated in: shops, low-end hotels, fast food restaurants, and supermarkets.
1. Beijing Erguotou
The main sales venues of Beijing Erguotou are concentrated in most mid- to low-end catering terminals and supermarkets, which are affected by its brand history and intensive market operation ideas. , its market share has been stable. However, in the Jinan market and Beijing Erguotou, affected by the proliferation of counterfeit wines and product prices in the past few years, the sales situation in small stores is not optimistic.
2. Jianzhuang
Wuliangye’s brand value-added, moderate consumer purchase price, and higher profit margins for terminal sellers are the key factors for Jianzhuang Liquor
The main reason for South Market’s good performance. Consumers have a good reputation for the Jianzhuang wine brand, and the consumer recognition rate is also very good.
3. Lanling
As a local famous wine brand in Shandong, Lanling has a long history of development in the Jinan market, especially Lanling's "Sifang" products, which are very popular in the migrant worker consumer market. occupy most of the market space.
4. Wuhe Grenade, Kongfujia Grenade and other brands
Due to the high degree of brand concentration in Jinan’s low-end liquor market, these brands are affected by various factors, and their market share is Gradual decline.
High-end wine market
Jinan City is the provincial capital of Shandong. It is a city where major government agencies, state agency resident offices, military region residents, and major company resident offices are concentrated. The overall consumption power, especially the consumption power of high-end wine, is huge.
Moreover, due to the high level of entry into the Jinan liquor market, brand concentration is also high in the high-end liquor market. Price main space: more than 150 yuan. The consumption places are mainly concentrated in: medium and high-end catering markets, large supermarkets and various brand stores.
1. Wuliangye and Moutai
As the two "giants" in China's liquor industry, they have absolute market advantages in terms of brand loyalty and designated consumer choice. In particular, the Wuliangye brand, through the coordinated operation of sub-brands such as Yifanfengshun, has catered to the recognition of consumers and has always been the number one consumer brand in Jinan's high-end liquor market; although Moutai has also improved greatly compared with the previous two years, However, there has always been a big sales gap between it and Wuliangye.
2. Shuijingfang
A rising star of high-end liquor, since entering the Jinan market in 2001, it has become a commercial Liquor for use and government use of liquor are the leading brands. In particular, its targeted government marketing ideas have laid the foundation for the launch and market implementation of its high-end wine brand, stabilizing its market position as the third largest brand in Jinan's high-end wine market.
3. Jinjiannan
Jinjiannan has not been in the Jinan market for a long time, and it is temporarily incomparable with its brilliant performance in the Hunan market. In addition, it invested in three mid-to-high-end product varieties in the early stage of listing. , and the entire East China market office is located in Jinan, which is impressive. However, due to the launch of multiple product lines, the brand image of its high-end wine may be diluted and its brand value may be weakened.
3. Jinan Catering Market Survey
Jinan City has about 2,000 large and small catering terminals, including about 400 mid- to high-end restaurants. Affected by factors such as the overall large capacity of the Jinan liquor market, numerous and complex brands, and disorderly competition, the entire Jinan catering market has market characteristics of high entry steps, high sales expenses, and difficulty in stable sales. And as consumers’ consumption concepts mature, the phenomenon of bringing your own drinks is gradually increasing.
Generally, the hotel development fee is between 20,000 and 15,000 yuan, the corkage fee is about 8-15 yuan (for products sold within 100 yuan), and the overall markup rate of catering terminals is around 100.
The leading price in the catering market: around 50 yuan (supply price in the catering market).
The core leading product in the catering market: 34-degree Baotu Spring (the supply price in the catering market is about 45 yuan).
Recommended famous restaurants: Jiangzi Duck, Ni’s Seafood, Jingya, Golden Horse, Taoyuan, etc.
4. Jinan Supermarkets
Jinan City has about 30 large-scale supermarket chains, such as: RT-Mart (four branches), Ginza Shopping Plaza (two branch), Guihe, Xinguo Road (two branches), etc.
Leading brands in the supermarket market: Baotuquan, Jinliufu.
The entry fee for supermarkets is about 5,000-20,000 yuan, and due to the wide variety of brands, it is very difficult to enter new products, and even entering the sales environment is very complicated.
5. Jinan Wholesale Market
Jinan has never lacked a liquor wholesale market. However, due to changes in the entire liquor consumption structure in recent years, the overall operating performance of its wholesale market has gradually declined. decline.
Duandian Liquor Wholesale Market was once famous across the country, and now it has become the warehouse of many large dealers and the main place for distributing products to foreign markets;
The East Outer Ring Wholesale Market is due to the municipal The Beiyuan liquor wholesale market was demolished due to poor management;
The Beiyuan liquor wholesale market was closed due to poor management, and the Ergong market was also in a "dead or alive" situation.
6. Market product status
Mainstream fragrance type: strong fragrance type.
Mainstream products: mid-range: 34-degree Baotu Spring; high-end: 52-degree Wuliangye; low-end: 50-degree Jianzhuang.
Mainstream alcohol content: Mid-range wines are mainly low-alcohol wines; high-end and low-end wines are mainly high-alcohol wines.
Mainstream price: mid-range wine sales price is between 60 yuan and 100 yuan; mass consumption price: less than 10 yuan; high-end wine is more than 200 yuan.
7. Advertising and Promotion
1. Promotion methods: mainly corkage fees, unboxing fees, personal promotions, and gifts.
2. Promotional supplies: lighters, ballpoint pens, tea sets, small gifts, etc.
3. Public relations methods: mainly rebates and hidden deductions.
4. Advertising and publicity methods: TV media are mainly Shandong Satellite TV, Shandong Qilu TV, and Shandong Film and Television Station; print media: mainly "Qilu Evening News".
8. Dealer recommendations
Jinan Baozhen Trading Co., Ltd. Shuijingfang, Quanxing Daqu, Site
Jinan Daming Liquor Co., Ltd. Gujing Gong, Sheng Li Beer
Railway Supply and Purchasing Station--Jinliufu
Boyuan Trading Ningxia Red
Bring a bottle of wine to Shuangming Economic and Trade
Richang Liquor Liuyanghe Liquor
9. Market Analysis
Jinan market has the characteristics of large overall market capacity, high consumer loyalty, many brands, and high market expansion costs. While attracting wine companies across the country, it also increases the entry level and operational risks for new brands to expand the market. Here is a warning to all liquor manufacturers: Only on the basis of a full analysis of market competition, combined with their own company, brand and product personality, through focused market strategy implementation, innovative market strategies and detailed market services , and only by being mentally prepared for a protracted war can you get a share of the "cheese". Otherwise, it is very likely that you will lose both your market and your finances.
Liquor Investigation Report Sample 2:
1. Overview of the Liquor Industry
Liquor refers to using koji and distiller’s yeast as saccharification fermentation agents, using starch (sugar) Quality) raw materials, various colorless and transparent wines brewed through cooking, saccharification, fermentation, distillation, aging and blending.
According to the production process, liquor can be divided into three categories: solid-state method, solid-liquid combination method and liquid-state method. According to the aroma type of wine, it can be divided into sauce-flavored type, strong-flavored type, light-flavored type, mixed-flavored type, rice-flavored type and unique style type.
2. Analysis of the development environment of China’s liquor industry
1. National policy environment. With the subsequent promulgation of the central government's "Eight Provisions", the policy to restrict the consumption of the three public servants, which was implemented in 2012, has further measures and content. The government has increasingly strengthened its efforts to promote work style construction and anti-corruption, and public expenditure information has become increasingly public. The Central Military Commission released "Ten Provisions on Strengthening the Construction of One's Own Style" further expanded the scope of alcohol restrictions and prohibitions. On January 20, the General Office of the Central Committee of the Communist Party of China issued the "Notice on Printing and Distributing Comrade's Important Instructions on Strict Diligence and Thrift and Opposing Extravagance and Waste", and subsequently the Central Committee issued the "Six Prohibitions" and so on. This situation has significantly inhibited liquor consumption, especially the sales of high-end liquor.
2. Economic environment. China's total GDP has grown rapidly every year, and people's living standards have generally improved, which has gradually strengthened the consumption capacity of high-end liquor. Although the world is experiencing a financial crisis, since the liquor industry is not in the "international cycle", the negative impact of the financial crisis is not particularly large. In addition, the liquor sector's ability to resist inflation also makes it less affected by inflation than other industries. At the same time, mid-to-high-end liquor responds to strong market demand due to its scarcity of production and partial oligopoly, so it has a strong ability to raise prices.
3. Social environment. China's huge population base has a relatively large demand for liquor. In addition to liquor itself, China's long-standing liquor culture is also the main reason for the huge profit prospects of the liquor industry. In recent decades, the economy has developed rapidly and people's income levels have increased widely. Affected by this, people's consumption concepts and consumption behaviors of liquor have changed. In addition to basic needs, people pay more attention to the brand of liquor, the quality of the liquor and the services provided during the sales process.
4. Technical environment.
According to relevant reports, as of the end of 2009, there were 11 national-level corporate technology centers in my country's brewing industry, an increase of nearly 50 in the past five years. This means that the liquor industry has achieved large-scale production and reduced production costs. In addition, through the introduction of high-end information management systems, the harmony between supply and demand, costs, returns and investment risks is achieved.
3. Analysis of the market competition structure of the liquor industry
1. The threat of new entrants. In the past few years, affected by the ensuing U.S. subprime mortgage crisis, the European debt crisis and the overall external environment, many export companies have faced stagnant operations and have to choose where to go. At the same time, the downturn in the stock market has also caused some funds to be withdrawn, facing the problem of choosing where to invest funds. Because the sales and rectification of some liquor companies have been highlighted by the local government as investment attraction projects, it is expected that more capital will enter the liquor industry in the future.
2. Threat of substitutes. Substitute products for liquor mainly include rice wine, wine and beer. In recent years, beer has gradually replaced liquor to attack alcoholic beverages. The red wine market has also maintained a growth rate of about 20% every year as a "dark horse", and rice wine has also maintained its rise. Against this background, it is inevitable that the proportion of liquor production in alcoholic beverage production will decrease year by year, and mid- and low-end liquors will be greatly threatened by these substitutes. However, high-end liquor contains added value such as high grade and high collection value, so its market position is not greatly affected by the above substitutes.
3. Bargaining power of suppliers. The most important finished products in the liquor industry come from packaging and grain, which account for about 40% and 20% of the cost of liquor respectively, while manufacturing expenses, fuel power and labor costs account for about 16% of the cost. Therefore, the main suppliers in the liquor industry are liquor packaging suppliers and raw material grain suppliers. At present, packaging suppliers and raw material grain suppliers have not formed an effective aggregation. Therefore, the bargaining power of liquor companies themselves is strong, so the bargaining power of suppliers is weak.
4. Bargaining power of consumers. In the liquor market, there are many and mixed mid- to low-end liquor brands, and the consumer groups they face mostly belong to the middle- and low-income groups, and this group of consumers is highly price sensitive. Therefore, even consumers will have higher price elasticity due to the variety of choices. Therefore, its corresponding bargaining power is relatively strong. However, high-end liquor has a strong brand and strong independent pricing ability, so consumers have slightly weaker price elasticity and bargaining power.
5. Threats from existing competitors. Domestic companies currently producing high-end wines have great advantages in technology, marketing, scale and development. Therefore, despite huge profits, there are high barriers for mid- to low-end brands to enter high-end development. At the same time, due to the influence of various subjective factors, famous real estate wines have gradually become the mainstay of low-end liquor consumption, which has also increased the resistance to the entry of foreign brands.
4. Development Trend
1. The monopoly of high-end brands has intensified, and competition in the liquor market is fierce. As the quality of life improves and consumer awareness becomes healthier, the market's demand for liquor has gradually transformed into the pursuit of healthy life, quality life and tasteful life. High popularity, market praise and quality level have become another important basis for people to consider liquor. Therefore, the brand value and goodwill advantages of high-end liquor companies enable them to maintain a strong position or even a monopoly in the fierce market competition. In addition, in a sluggish market environment, high-end brands are moving towards the mid- to low-end market with sub-brand products, which has also made competition in the industry more intense.
2. High-strength liquor is still the main market for liquor, and the distribution of liquor content is becoming increasingly rational. Although all parties currently agree that the future development trend of liquor is low alcohol, it is also the key to attracting the younger generation and internationalization of liquor. But so far, high-end liquor is still mainly concentrated in high-strength liquor. "Unstable color, insufficient aroma, and weak taste" are technical problems that urgently need to be solved for low-alcohol liquor, and this will continue for a certain period of time.
3. The supervision of the industry tends to be strengthened, and the lack of rules and standards in the industry has attracted more attention.
In 2012, the emergence of a series of incidents such as the "Buying of Loose Liquor", "Alcohol Blending", and "Plasticizer Controversy" largely exposed the lag in regulations and policies governing the standard management of the liquor industry and the serious inadequacies in relevant rules and standards. Missing. In the face of continuously exposed problems and increasing pressure from public opinion, relevant national government departments and industry associations are bound to continue to strengthen their supervision of the industry.
Liquor survey report sample 3:
In the study of the information from the liquor market survey, through comprehensive research on the current market-related liquor brands, the statistical results of the liquor market survey were compiled and Analyze the results and summarize the Wuhan liquor market survey report.
1. Foreword
After two days of investigating the liquor beverage market in Wuhan (mainly on the terminal market), and at the same time conducting research and segmentation on related markets, we gave feedback on the liquor market. In the research of information, through comprehensive research on relevant liquor brands in the current market, the statistical results of market surveys are compiled and analyzed.
The purpose of this liquor market survey is to comprehensively understand the market share and consumer demand differences of various liquor brands, make market forecasts for this year and the future, and analyze the lifestyle and purchasing methods of Wuhan residents. , habits and other factors. Conduct research on the terminal performance and advertising placement of competing brands to provide a basis for the sales of liquor brands.
2. Market Environment and Prospect Forecast
Currently there are more than a hundred liquor brands (excluding uncounted brands) on the market competing for market share. The main Taking Maotai, Wuliangye, Luzhou Laojiao, Jinliufu, Liuyanghe, Jiugui, Zhijiang Daqu, Baiyunbian, Quanxing and other brands as the market leaders
, and forming local legions and companies based in Hubei. There are scenes of competition among foreign legions, but in terms of relative share, a monopoly brand has not been formed. The competition is relatively fierce, and the main types of wine are strong-flavor types.
With the rapid expansion of the red wine market, a certain proportion of market share has also been diverted. Its main consumers are women and middle- and high-income earners; the beer market is also a profit growth point that cannot be ignored. However, as the elderly population in cities increases, and this consumer group also prefers to drink liquor, and drinking liquor is also a traditional consumption habit of our people, the market prospects are broad.
3. Analysis of Consumption Characteristics
For consumer groups, factors such as income, age composition, purchasing season and motivations will be taken into account during the survey, and feedback will be provided:
Consumption power: Income is directly proportional to consumption psychology, and middle-aged and elderly people have greater consumption power and purchasing practicality.
Consumption motivation: Drink it yourself or give it as a gift.
Consumption seasons: mainly winter and spring.
Consumer psychology: In addition to the brand and price, the model, outer packaging, etc. are also considered. The more added value, the stronger the product appeal.
4. Analysis of purchasing habits
Most of the drinking is done at convenience stores -
Supermarkets - shopping malls. The opposite is true for giving gifts. Consumers will also consider the reputation of each shopping mall.
5. Brand situation analysis
The liquor market has been developing for a long time, and each brand has a corresponding share in the market (except for special circumstances). While consolidating their existing markets, each brand It also actively develops new auxiliary brands, mainly to win consumers and increase profits.
6. Terminal Performance
The survey on the performance of both soft and hard aspects of the terminal market shows that there are flaws in terminal demands. Feedback from both terminals shows that the corresponding working angle of the terminal is not in place and the traditional kidnapping style The role of (supervision and inspection) is also weakening.
7. Conclusion
The various brands of liquor brands currently formed on the market should suit the needs of all levels and from multiple angles, and advertising is also indispensable. In this way, due to the multiple product opportunities, the market is also in a transition stage, and the consumer group will also shift from singleness to diversification. This is an opportunity before a monopoly market is formed.
Faced with the current market situation, if manufacturers want to launch products and promote products, they must analyze the market conditions, changes and related decisions, so as to know themselves and the enemy.
A should increase efforts to do a good job in terminal work and give full play to the role of terminal word-of-mouth and information.
In terms of media use, B uses planning methods to provide better reputation and visibility, thereby attacking loyalty; it uses newspapers, radio stations, posters and related POPs to bombard the market.
In terms of C sales channels, customers should be rationally utilized and dealers should give full play to their role according to the characteristics of their respective brands and types.
D should pay attention to brand value and improve its awareness and brand image.
In order to stabilize the market, advertising must keep pace with market changes.
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