The demand for liquor market is very tight when the price rises during the Mid-Autumn Festival.

When prices have become a normal market, consumers have become increasingly tolerant of changes in the prices of various products. In this regard, high-end liquor must rise every day and become a market law. As the Mid-Autumn Festival is approaching, high-end liquor will soon usher in a new round of sales season. Some merchants have already started to increase retail terminal prices. This year, the high-end spirits that took the lead in prices were replaced by Jiannanchun, of which 52 degrees Jiannanchun rose from the original 418 yuan/bottle to 489 yuan/bottle. According to the introduction of Wuliangye liquor operators in the city, Wuliangye manufacturers will raise the Wuliangye series wine prices during the Mid-Autumn Festival, which is about 25%.

"Coming soon into the liquor sales season, but some high-end brand liquor manufacturers to control the supply of goods, the market appears to be out of stock or tight sales, which is actually the manufacturers to achieve the liquor price hike and adopted the 'hunger marketing' approach." Wine Association experts Hu Peng introduced Said, "control quantity insured", "hungry marketing" is a strategy used by high-end liquor manufacturers for dealers. It uses scarce supply on the market and raises prices in advance." "Now other high-end liquor manufacturers do not follow suit", Mid-Autumn Festival Before the holiday season, it is unlikely that many high-end liquor prices will increase. “Hu Peng said that according to his analysis, due to the fact that the time for the Mid-Autumn Festival this year from the Spring Festival is shorter than in previous years, many mid- to high-end liquor manufacturers have focused on sales during the Spring Festival. Many high-end liquor manufacturers will increase prices after the Mid-Autumn Festival. , to pave the way for the price of drinks during the Spring Festival.

Yesterday, Chengdu Wangfujing Department Store had a special counter on the first floor. The retail price of the national cellar 1573, a high-end product of Luzhou Laojiao Group, was 998 yuan per bottle, up by 59 yuan. “The price adjustment has been some days, but the high-end liquor Mid-Autumn Festival, the Spring Festival price adjustment, has become the law in recent years, the customer's response is also relatively calm.” The counter sales staff, the current store only 1573 price adjustment after the Spring Festival, other Liquor prices have not yet been adjusted. Wang Wei, who is purchasing liquor at Wangfujing Department Store, also expressed his understanding of the price adjustment of high-end liquor. “Rice and labor have all gone up, and liquor price adjustments have also been accepted.” Hu Wei said that high-end white liquor is used for gifts and prices have increased. Have to buy, "The price has little effect on the purchase of the expected." Ito Yokado Chunxi store, 53 degrees Flying Maotai bottle price is 1460 yuan; Wuliangye Crystal 500ml bottle of the bottle price is 889 yuan, 1618 per bottle for sale The price is 938 yuan ... ... "Maotai, Wuliangye has not yet adjusted the price, it is very likely to carry out price adjustment before the sales season." Introduced by the shopping guide Li Li.

Jian Nanchun plans to increase the price of RMB 10 to RMB 20 to select terminal prices in late July or early August to test market feedback, which has become a common trick for liquor companies. However, this year's situation is different. The two giants Moutai and Wuliangye have not raised price news at present. The end market has not raised its price, and it still maintains the same price as the Spring Festival. However, other brands have already begun to stir. According to insiders of the Jiannanchun Group, Jiannanchun intends to adjust the price of its high-end products, and the average price will be raised from RMB 10 to RMB 20; “The ex-factory price of the Jiannan-grade springs is planned to increase by 50 yuan per bottle.”

Wang Dong, a liquor distributor, believes that due to price restrictions and other reasons in the first half of the year, the prices of many liquor companies have not changed, and until now, many companies have shown strong desires for price increases. In accordance with established practice, Mid-autumn Festival Before or will usher in a new round of price increase in liquor. “As long as there is a loosening of the high-end brand price, it is likely to drive changes in the price of the whole liquor echelon.” According to Wang Dong’s analysis, although Maotai Group put forward a price limit order, its terminal price has already exceeded the maximum price, “this gives The second-tier brands have left room for follow-up, and with the upgrade of first-tier brands to luxury goods, after a new round of price increases, some consumers with prices as the selection criteria are looking for a price of 500 yuan after first-line brand price increases. Alternative liquor brand."

He said that the collective price increase of liquor is actually not only this year. Since 2003, the Chinese liquor industry has enjoyed a good momentum of development, with volume and price rising. Even in the financial crisis, the industry has suffered little impact. Most liquor companies have adjusted after the spring season and hope to have a smooth transition period through price increases. This year, the price adjustment of white spirits was not as large as it was in previous years, but the difference was that it hit the muzzle of high prices.

As for the result of the price increase, some insiders said that it is not ruled out that there are second-tier companies following the trend of rising prices, but the result of “puffiness” is to hit their own feet and eventually the price will fall.

Why did second-tier white liquors choose to increase prices after the Spring Festival? This has a lot to do with Maotai. There is a common saying in the industry: “The second line is the first line and the first line is the Moutai.” On January 1, Maotai announced to increase the ex-factory price by 20%, and the 53-degree flying Maotai ex-factory price rose to 619 yuan. Maotai's retail price has already exceeded one thousand yuan, which undoubtedly frees up price space for second-tier white spirits. From 600 yuan to 1,000 yuan, it has become the most intense battlefield of war.