Recently, some media reported that the new contract price signed by dealers will change in 2022. The unplanned price of 52-degree eighth-generation Wuliangye was raised from 999 yuan/bottle to 1089 yuan/bottle, but the planned price did not change to 889 yuan/bottle, and the contract volume inside and outside the plan was 3: 2. The above-mentioned new price increase policy was 65438+65438 in February this year.
"It is expected that a new contract will be signed in 2022 from 65438+February. The price of Wuliangye per bottle is 1089 yuan, compared with 999 yuan/bottle. " A Wuliangye dealer told Caijing that there was still some stock in the store, and the stock price was still sold to old customers at the previous market price. After the inventory is digested, the price of the new Wuliangye will be raised. It is expected that there will be price adjustment in mid-June, 5438+February, and how much the price of new goods will rise depends on the market situation.
"It is reported that Wuliangye Company did implement the basic price of 889 yuan/bottle of the eighth generation Wuliangye unchanged, and the incremental (unplanned) price (including group purchase) was adjusted to 1089 yuan/bottle to achieve high-quality planned delivery." A person in the liquor industry told Caijing that the contradiction between the industry and the lack of good wine has a long history because of the long-term overcapacity and insufficient supply of high-quality production capacity. "In the future, due to the continuous upgrading of consumption 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."
"Wuliangye's price increase policy is normal, because the company, as a head liquor brand, has a large demand in the whole market when the price of Maotai Tian Fei continues to run at a high level and the Spring Festival sales season. At this time, Wuliangye's appropriate price increase is actually a reaction to market consumption at the end of the year, and it is also a normal performance of its own brand value in the peak season. " Cai, a wine analyst, told Caijing.
Zhuang Hongdong, the proposed 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 brand awareness changes relatively slowly. Therefore, the price increase of Wuliangye unplanned products will not change the existing competitive pattern at this stage.
With the effective control of domestic epidemic situation, liquor enterprises maintained a sustained growth momentum in 20021year. In the first three quarters of 20021,the year-on-year growth rates of operating income and net profit of Wuliangye were 17.0 1% and 19. 13% respectively, which was better than last year's performance.
Liquor price increase tide
In the end market, the price of Tian Fei Moutai is still high. In order to stabilize the over-hyped retail price of Moutai, Kweichow Moutai (6005 19. SH) Continue to increase the turnover of Tian Fei Maotai in social channels, and at the same time start to completely cancel the unpacking policy.
Unlike Kweichow Moutai, which suppressed the terminal price in Tian Fei, Wuliangye, as a Luzhou-flavor leader, plans to adjust the incremental price of the eighth generation Wuliangye to 1089 yuan/bottle.
"After a while, the factory (Wuliangye) will have a meeting, and the ex-factory price of the eighth generation Wuliangye may have to be raised." Another Wuliangye distributor told Caijing reporter in 65438+February 1 that the retail price of a bottle may rise by more than 100 yuan. At present, the price of a bottle of the eighth generation Wuliangye is 1 100 yuan, and the group purchase price is 1 150 yuan per bottle (not "
"Wuliangye price adjustment is an 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, indicating that under the trend of consumption upgrading, the market demand for Wuliangye is increasing. " 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 5% annual growth of Wuliangye's high-quality production capacity, its production capacity is far from meeting the market demand, especially the excellent performance of the classic Wuliangye after 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 base wine, which was originally scarce, more prominent.
In Cai's view, the price increase will further strengthen Wuliangye's head brand image and consolidate its brand national attribute to a certain extent.
"The whole sector of food and beverage is increasing in price, 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 did not raise the price, and Wuliangye took the lead in raising the price, which is not only the embodiment of the improvement of the premium ability after the reform of Wuliangye in recent years, but also the company's confidence in the promotion of Wuliangye brand.
According to the analysis report of "China 500 Most Valuable Brands" published by World Brand Lab 202 1, the brand values of Maotai and Wuliangye ranked 16 and 17 respectively. Among them, the brand value of Wuliangye is 3253.1600 million yuan, an increase of 465.438+057 billion yuan or 65.438+04.6% compared with last year.
"After the price increase, dealers will generally sell at the right price, and may even increase a certain profit. The terminal price will still go up with a high probability. " Zhuang Hongdong further pointed out that even if the short-term market acceptance is not high, I believe that through the reform in recent years, the company's high-end brand image has been further consolidated, and through the strategy of controlling goods, the final terminal price will still be improved.
Tian Fei Maotai, Wuliangye, Guojiao 1573 are still the main products of liquor with a price above 1,000 yuan in China. In fact, in the year of 202 1, liquor enterprises have raised their product prices.
Shunxin agriculture (000860. SZ), the production of Niulanshan Erguotou, this year, the original price of Sanniu series products was adjusted from 65438+ 16, 400 ml, 500 ml, 1.5 liter: 10 yuan/bottle; 255ml: 6 yuan/bottle is increased. From February 10, the company raised the price of some low-priced Erguotou series light bottle products, barreled products and boxed wine products, including the boutique series, with the price increase range of about 10%.
According to reports, on June 28th, Jiugui Liquor Supply and Marketing Co., Ltd. issued a notice that the group purchase guide price of 52-degree 500ml Jiugui Liquor (Luzhou-flavor classic) will be raised by 70 yuan/bottle and the retail guide price will be raised by11bottle from July 28th.
Regarding the product price strategy, the management of Jiugui Liquor (000799). SZ) said at the investor exchange meeting in May this year that the core of the company's price strategy is to scale first and increase the quantity under the premise of stable price to ensure the reasonable profits of the company and distributors.