(A) Harbin liquor market status:
The main purpose of this market survey is to fully understand the market coverage and sales situation of Shenquan Liquor in Harbin market, and make a preliminary analysis of the sales situation of liquor products in the top three markets (supermarkets, restaurants, wholesale and retail) and the terminal retail price between 70- 120 yuan, and also make a preliminary analysis of which channel combination model Shenquan Liquor will choose to expand its market in Harbin Beijing market in the future. I query visited more than 300 outlets and shops along the street, and the results are as follows:
(1) The market share of Wuliangchun, Kouzijiao and Wanjiu in the inquiry area is very high, and the sales volume is the best in this price range.
(2) The marketing rate of Wuliangchun, Kouzijiao supermarkets, convenience chain stores, tobacco and alcohol specialty stores and wholesale and retail stores in this region reaches 90%;
(3) Wuliangchun, Kouzijiao and Wanjiao can basically maintain the monthly sales of more than 200 bottles after the Spring Festival in medium-sized supermarkets;
(4) In some medium-sized wholesale and retail stores, Wuliangchun and Kouzijiao can purchase more than 10 boxes at a time;
(5) How many products does Shenquan Liquor have in Harbin store, and how many in surrounding markets such as shopping malls and supermarkets? Other products are basically not seen, and they are all single product displays, with a market share of 7.5% in this respect.
(B) Harbin liquor consumption hierarchy:
1. At present, the main brands of high-grade liquor are Fang Shuijing, Guojiao, Wuliangye, Maotai, Sujiu and Guoyuan. The largest sales volume is Wuliangye, which has a large sales volume in both catering channels and retail terminals.
2. The main brands of mid-range liquor are Wuliangchun, Kouzijiao, Blast Furnace Home, Hundred Years Liquor and Yingjia Distillery. Wuliangchun has been selling well in Nanjing market for 78 years, and its brand loyalty is high in the eyes of liquor consumers in Harbin market. It can be said that Wuliangchun (the price of catering terminal is about 100 yuan/bottle) is the initiator. So that this price has become the mainstream price of Harbin liquor catering consumption, and almost all Huizhou liquor brands are located in this price zone. The earliest follow-up in Huizhou wine is Kouzijiao, followed by Tianchao Chen, Maotai and Shede.
Also concentrated in this price segment. At present, the market share of Huizhou wine in Nanjing catering terminal is about 50%, while Wuliangchun has slowly slipped below 30%. As for the single-product mid-range liquor, Wuliangchun still ranks first, but the channel profit is thin and the fake liquor is rampant, which seriously affects the image of Wuliangchun in the eyes of consumers.
In addition, among the middle and high-grade liquors, Black Dragon local liquors include Yuquan Square Bottle, Square Bottle Classic, Fushe Laojiao, etc., which have been in operation for a long time, but their product quality, brand operation and terminal strategy are not outstanding. Some dealers are not optimistic about the product prospects, but also depends on whether they are the main competitors of Shenquan wine industry.
There are many main brands of low-grade liquor. The brand-new brand launched after the restructuring of Longjiang Winery is very subdivided in product brand positioning. At present, it can be said that it is a beautiful landscape of the wedding banquet market in Harbin, because it is not a self-purchased product formed from the development of terminal products to mature products in the market, but a road based entirely on brand positioning and marketing, with wedding banquet as word-of-mouth marketing and wedding market as the "terminal" leader to drive the development of retail network.
(C) Harbin liquor consumption form structure:
1. The mainstream price range of mid-range hotels for general business entertainment is 50- 120 yuan/bottle.
(1) The competition pattern belongs to the duet (Sichuan wine and Anhui wine).
(2) The top brands in the market are Wuliangchun, Yuquan Square Bottle, Shede, Tianhuachen, Jinliufu and Seed Wine.
(3) Wuliangchun and Kouzijiao are strong brands of this grade.
2. The mainstream price of liquor consumed by important guests and superior leaders in hotels is above 200 yuan/bottle.
(1) The competition pattern belongs to the coexistence of bulls.
(2) Brands with high market position are Wuliangye, Jiannanchun, Maotai, Fenjiu and Jin Shiyuan.
(3) Wuliangye has obvious advantages.
3. The mainstream price for general friends to get together and consume liquor in small hotels is 5-50 yuan per bottle.
(1) The competition pattern belongs to the coexistence of bulls.
(2) The brands with higher market position are Puzhuang Jinliufu, Wuliangchun, Shuanggou, Yanghe and Yuanping Tuopai.
In the new market environment, many liquor enterprises still follow the past off-season market operation ideas. Because this season is a season with little profit for many liquor enterprises, most enterprises have the mentality of waiting for the peak season, which greatly reduces the continuation and value-added effect of high-quality market resources of enterprises. If the off-season effect of liquor is good, the absolute sales volume will increase. In the off-season, liquor will be suppressed by beer, but it will have a great impact on low-grade liquor. In the consumer places with medium and high-grade liquor, the season will fade due to air conditioning, and the loyal consumers of liquor and medium and high-grade liquor still occupy a large share. The key is to grab the absolute value and grab a large share in the overall small sales volume, thus providing feasibility for the off-season market operation of liquor.
See if my analysis is correct, which can be used for your reference.