Basic investigation

Perfume, Brand and Culture

Dominant aroma types: Luzhou-flavor and dual-flavor.

Best selling wine: 52-60.

Major local brands:

Changsha Baisha liquid series

Hengyang-Huiyanfeng series

Xiangxi-Xiangquan series

Shaoyang-Open Smile Series

Major brands from other places entering Hunan:

Sichuan-Jiannanchun, Wuliangye, Jinliufu, Liuyang River, Quanxing, Tuopai and LU ZHOU LAO JIAO CO.,LTD Co., Ltd.

Anhui-Jin seed

Hubei-Daoxiang

Guizhou-Maotai, a little confused fairy

Consumer market survey

80% of the liquor in Hunan liquor market is 52%, and the upgrading trend is obvious. The market price of liquor is 3- 10 yuan /500ml and 18-45 yuan /500ml, which are the best sellers. Among them, the market share of 3- 10 yuan //500ML low-alcohol liquor is 43.6%, and the consumption areas are mainly in rural areas and towns. 18—45 yuan //500ML medium-priced wine has a market share of 4 1.2%, and the consumption areas are mainly cities, cities and districts, with a total market share of 84.8%. The market share of 60-880 yuan //500ML high-priced liquor is 15.2%, the consumption area is mainly concentrated in Changsha, Zhuzhou and Xiangtan, and the consumption destinations are gifts, catering and weddings.

There are 33.52% consumers who want white wine to taste mild and don't drink it. 77.23% consumers are willing to accept liquor provided by large state-owned brewing enterprises, and the important factor is safety and reassurance. Highly educated consumers, accounting for 13. 13% of the total number of people surveyed, are eager to drink eco-type liquor that is pollution-free, harmless to health and returns to nature. In the market consumption survey, almost 1 0,000% of the respondents hope that liquor production enterprises will launch liquor with certain physiological functions.

Packaging survey

A survey of Gao Qiao 10 distributors in Hunan Province shows that 96.2% of the distributors reflect that the packaging of Jiannanchun, Maotai, Xiaohuxian and Wuliangye is luxurious and solemn, expressing infinite meanings with vivid and concise images, focusing on national styles, such as Liuyang River, Jinliufu and Xiao Kai, which are full of local cultural colors and have certain aesthetic and festive values.

Hunan consumers have obvious differences in packaging choices between high-grade wine and mid-grade wine. In high-end wine, they like luxurious and solemn packaging, which has a lot to do with high-end wine being treated as a gift. In mid-range wine, Henan consumption is mostly used for banquets, paying more attention to the simplicity and elegance of packaging, and likes packaging that highlights cultural taste.

Market review

There are many brands in Hunan liquor market, including almost the major brands of Sichuan, Guizhou, Henan, Hubei, Anhui and Jiangsu.

We conducted a popularity survey of mainstream brands. Liuyang River and Jinliufu are 95.3% and 92.7% respectively; Followed by Xiangquan, the market visibility was 88.2% respectively. In the investigation of liquor outside Sichuan, Sichuan Wuliangye and Jiannanchun have the highest market popularity, reaching more than 95. 1%. For the liquor consumption market, the popularity and market credibility of liquor have a very important impact on the choice of liquor consumption. Judging from the survey results, brands with high popularity and credibility have high market sales. (Reprinted as Hunan Business Situation)

Brand awareness and market consumption are basically in direct proportion, but from the detailed analysis, we can find that the awareness of Fen-flavor liquor (such as Fenjiu) and Maotai liquor is inversely proportional. The main reason for the decline in the market sales of Fen-flavor liquor is that Hunan people's drinking habits have been influenced by Luzhou-flavor for a long time, and the reason for the decline in the market sales of Maotai liquor is mainly influenced by high market prices and competition.

Although Sichuan liquor is still the mainstream of Henan liquor market (about 60%), most of them are middle and low-grade liquor. Facing the adjustment of white flow tax, the situation is grim. Moreover, in the first half of this year, the sales of many liquor companies in Hunan declined.

Among wines from other provinces, Sichuan wine and Anhui wine are "vigorous". There are more than 2 5 brands of Sichuan liquor (including series liquor), among which Jiannanchun is a taster, and Wuliangye is particularly good (in addition, Quanxinghe alcoholics are also very popular), mainly because Wuliangye is too expensive and is greatly influenced by fake liquor (the credibility is only 55.6%). The outstanding performance of Jiannanchun comes from the reasonable price (52,1/6 yuan/month). Quanxing, LU ZHOU LAO JIAO CO.,LTD and Tuopai (including their series of wines) dominate the middle and low-grade wine market.

It has been selling well in Hunan market. The best-selling area of Sichuan wine is Changsha, and some dealers even put forward that "non-Wuliangye wine is not for sale!" Slogan.

Among the Huizhou wines, Anhui Liquor Group's century-old Huizhou wine market is relatively stable, and gold seeds are active. It has invested some advertising expenses in Henan market, and its Dahuang Liquor has increased its promotion efforts, but it is doubtful whether it can gain a foothold. Your government withdrew from the market after reducing or canceling advertising support (the famous market "impetuousness").

In addition, it is worth mentioning that Maotai has a poor performance in the Henan market. First, its price is on the high side (52,245 yuan /500ml, 38 2 10 yuan/500ml); Second, there are many fake wines. Fake wine, in particular, has always been the lingering shadow of Maotai.

Overall, the liquor market in Henan was relatively weak in the first half of this year, and the sales performance of many enterprises declined. Among foreign wines, Sichuan wine is the strongest, especially Jian Nanchun, who achieved such popularity and credibility with almost no advertising support. However, several other brands (except the newly added series of wines, such as Jinliufu) have always been "Sichuan regulars" in Henan market, with little fluctuation, especially Tuopai Daqu's "quantity increases but price does not increase", which further strengthens its position in the "chaotic army" in Henan market. Henan liquor market is divided into Sichuan, Hunan and Anhui as a whole.

The best sellers of high-grade liquor are Wuliangye, Jiannanchun, Fenjiu, Liuyang River, Jinliufu and Xiaohuxian.