2 Chinese Baijiu 5 A big fight

source ： Shang yinshe （ID:shangyinshecj） author ： Lingzhu edit ： Qima

Battle of fragrance 、 The battle of craft 、 The battle of channels 、 High end war 、 Young people fight

In recent years , Baijiu enterprises never lack news , Raise price 、 Scale up 、 Capacity improvement 、 The marketing offensive intensified 、 Layout the e-commerce platform 、 There are various liquor enterprises in the cross-border game .

Baijiu head enterprises have also made enough publicity in the stock market , Natural and perfect business advantages are sought after , Its high gross profit margin makes many laymen believe that Baijiu is a model of making money gracefully while lying down , But business is accompanied by real competition , An industry is far from that simple .

in fact , The Baijiu industry is constantly changing , At present, the battle of fragrance type is also going on 、 The battle of craft 、 The battle of channels 、 High end war 、 Five wars, such as the battle for young people , The whole Chinese Baijiu industry is quietly brewing a new pattern .

01 Baijiu flavor type battle

The battle of flavor type is an important battlefield in the development of Baijiu industry .

The current situation is obvious ： Maotai fragrance is unique 、 Luzhou incense camp is huge 、 Fragrance grows rapidly .

2020 Annual fragrance 、 The market shares of Maotai flavor and Qingxiang Baijiu are 51%、31%、13%, Big “ Three joss sticks ” Occupy the entire Baijiu industry super 95% The market of .

Why is flavor type an important battlefield in Baijiu industry ？

First of all, we must clarify the importance of flavor to Baijiu .

In Baijiu , Ethanol and water account for 98%, Their proportion determines the alcohol content ; And the rest of the 2% Just some acid 、 ester 、 aldehyde 、 ketone 、 Alcohol and other trace substances , They are the source of Baijiu flavor substances , The difference in content and proportion , It brings different tastes of sour, sweet, bitter and spicy , Also derived a strong fragrance 、 Maotai flavor 、 Differentiation of fragrance types such as fragrance .

Flavor is not a conceptual thing , But from real raw materials 、 process , The result of diversification into cellars .

This process has technical content , Drinkers make fun of “ Maotai flavor technology ”“ Luzhou fragrance technology ” It's not out of nowhere .

Trace back to the flavor history of Baijiu in China , We found that ,1965 Years ago, Baijiu was only divided into regional factions , There is no difference in flavor .

1952 Years and 1963 The evaluation criteria of the two national wine reviews in opened up the traditional color 、 sweet 、 Precedent for review .

In the first famous wine selection , Maotai won the first , But the second time Maotai slipped to the fifth , On the contrary, Wuliangye was in the limelight in the competition because of its rich aroma .

To improve the quality of Moutai , After two years ,“ Maotai pilot ” The appraisal meeting will be held , Further study the composition of flavor components of Baijiu , And the microbial characteristics of Baijiu .

Baijiu flavor , At this moment, from the empiricism of the winemaker 、 Relying on heaven to eat turns into real science and Technology .

1979 The third national wine tasting in , Maotai flavor was formally proposed and established 、 Strong fragrance 、 refreshing fragrance 、 Four types of rice flavor , Clear their own style characteristics , Selected representative brands , The battle of Baijiu flavor type begins .

At the time , Due to the promotion of reform and opening up and the implementation of commodity economy , People's disposable income is increasing day by day , The demand for Baijiu is increasing . period , The tax rate of Baijiu is from 60% drop to 30%, At the same time, production quotas have also been fully liberalized .

In the context of supply being less than demand , Capacity has become the key to win or lose in one move , Whose capacity is expanding fast , It means who is qualified to eat the biggest cake .

Qingxiang Baijiu is in this period , Facing the east wind of the policy, he became the first king of the fragrance competition , The most representative is Shanxi Fenjiu .

The main production area of Qingxiang liquor is in the north of the Yellow River , The average temperature in the north is low , Produce low temperature koji , The fermentation time is as short as one week , Top for a month , High liquor yield , And fragrant wine “ clear ” As the main point , There is no need to age , The cost is low , Fast capital turnover .

therefore , In terms of capacity expansion , Qingxiang liquor has advantages that no other flavor type can match . It is this advantage , It has created a generation of heyday of fragrant Baijiu , Also created a famous “ Fenda ”.

Fen Wine, the king of fragrance at that time, was at its peak , The export volume ranks first in the country , It is the total export volume of other well-known Baijiu ; Every Jin of famous wine sold in the country , Fen Wine accounts for half a kilo ; Whether export or domestic , Fen Liquor can account for half of the share .

And for consumers , Fragrant wine with high liquor yield ,“ A cheap bowl tastes good ”, Cost effective .

However , With the advance of the wheel of history , The disadvantages of Qingxiang liquor were also exposed in the era when high-end Baijiu was endowed with investment attributes . Fragrant Baijiu is fermented in a clean pottery jar , Pay attention to the end , Few flavor molecules , This also determines that the aging effect of the wine itself is very weak , It is difficult for Qingxiang wine to become a high-end wine through long-term fragrance .

In the era of famous brand , The change of ownership of the dragon head has naturally become a certainty .

1978 Year to 1988 year , The national output of Baijiu has increased from 143.7 Ten thousand tons increased to 468.5 Ten thousand tons of , Capacity is quickly replenished , Fen Liquor's advantages are declining , Baijiu industry has stepped into the era of channel King .

It is not difficult to see from the case of Fenjiu , Behind different fragrance types are different processes and aging effects , These determine the moat and capacity ceiling of enterprises in different categories .

But, in turn, , The popularity of the enterprise also drives its flavor to win in the flavor war .

High quality Luzhou flavor liquor is produced in the Yangtze River 、 In the middle of the Yellow River , Use mud cellar and medium temperature koji fermentation , Whether it is Wuliangye of coarse grain type or Luzhou Laojiao of single grain type , We all want one “ The old ” word , It is said that “ Thousands of years' worth of bad things , Good wine needs old cellars ”.

It is almost impossible to brew high-quality Luzhou flavor Baijiu in a mud cellar less than ten years , With the increase of cellar age , The production capacity is also getting higher and higher . Because of this , Wuliangye and Luzhou Laojiao are destined to brew a large number of low-end series wines in the new cellar .

This technological characteristic of Luzhou flavor also determines that Luzhou flavor is naturally suitable for eating “ Two meals ”, It can be comfortable in the high-end consumer market , It can also pocket the low-end market .

such as , Wuliangye is 1990 In, three brands were established , High end “ Wuliangye ”, And the low end “ Jianzhuang ” and “ A drop of fragrance ”.

To digest their excess capacity , Improve capacity utilization , Expand the scale of revenue , Wuliangye in 1994 Annual promotion “OEM OEM + Big business model ”.

The big business system is that dealers lead product marketing , The manufacturer is in the province / The district market appoints powerful big dealers to act as full agents for the market operation within the region 、 Product sales, etc , Can achieve rapid expansion , So Wuliangye surpassed Fen Liquor in one go .

Luzhou flavor liquor then occupied most of the market share of Baijiu , At that time, many fragrance enterprises in Northwest China and Maotai flavor enterprises in Southwest China , They have also transformed into Luzhou flavor , Even in the contemporary era when Maotai flavor is wildly sought after , The market position of Luzhou flavor is still hard to shake .

The most popular technology of Maotai flavor liquor is the production technology of Moutai in Guizhou , The production procedure of Maotai liquor is strictly followed “1298732”, That is, one year is the production cycle , Feed twice , Cook nine times , Eight fermentations , Seven drinks , Then Chen CuN3 years , Then the wine taster takes seven rounds of wine for blending , Then leave the factory for two years .

Moutai through a long production process and complex technology , Set a cost threshold that peers can't afford , This also determines that its production capacity is not high , There is a strong scarcity .

meanwhile , Compared with the fragrance type , Maotai flavor wine has a good aging effect , Long lasting fragrance , More investment attributes .

Compared with Luzhou flavor , Moutai fermentation uses a stone cellar , Do not rely on old cellars , Decided that it does not need to produce a large number of low-end series wines , Instead, it can continuously use the blending of old wine and new wine to produce various luxury wines , This is also the bottom logic that Maotai flavor can stably occupy the high-end market nowadays .

Up to now, the flavor types of Baijiu have been very rich , In addition to the twelve fragrance types recognized in the industry and widely spread , There is also Tao Xiang type 、 More than a dozen niche fragrance types such as aloes are overwhelmed .

The twelve flavor types of Baijiu are difficult to represent the tastes of all consumers , Consumers' tastes change with individuals and times , Need innovation and personalization , It needs to be subdivided , Cong Zhong Xiang , To heavy taste 、 Heavy sense , The ever-changing demand side also forces enterprises to improve quality and innovate flavor schools .

Fen Wine 、 In the past, Wulu has successively led the Baijiu consumption market in the consumption orientation of Qingxiang Baijiu and Luzhou Baijiu , Maotai has brought soy sauce fever in recent years , At the same time, the revival of many niche fragrance types wave after wave .

The taste of wine is thousands of people and faces , Some people think that “ A deep sea of soy sauce , Since then, he Xiang is a passer-by ”, Some people think Luzhou flavor wine “ The fragrance goes forward layer by layer , stop ”, Young people are considered to be incompatible with any flavor of Baijiu .

The confusion of Baijiu flavor types is constantly under fire in the consumption environment of the new era , At the same time, it shows a stronger inclusiveness . future , So that consumers who like different Baijiu can find suitable flavor and taste , It is the best ending of the Baijiu flavor war .

02 It is difficult to make good wine by craft

The flavor type category of Baijiu is a division made to serve the difference of human taste and senses , In essence, there is no distinction between high and low .

However, where there is wine, there is Jianghu , Where there is Jianghu, there is no shortage of disdain for chains . In the Baijiu circle , Drinking is drinking face , Hold a bottle of high-grade wine , Not only is there light on your face, things are easy to do .

The demand for high-end Baijiu has come into being .

Judging from the current market situation , Baijiu industry as a whole has overcapacity , But in the face of consumption upgrading 、 The growth of middle-income groups , The existing production capacity of high-quality famous wines is still insufficient . Because its brewing process requires “ Right place, right time ”, Therefore, high-quality Baijiu has formed an attribute that cannot be copied , Even listed as scarce resources .

Chinese civilization stresses the unity of heaven and man , The underlying logic of brewing Baijiu is the comprehensive fermentation of multiple strains under natural conditions , The real core technology is the microorganisms in nature .

This mysterious microscopic material naturally has an elusive quality , It is through the influence of Baijiu brewing “ a song 、 Two mud 、 Three fermentation ” The main factor , And the specific and diverse natural environment affects the framework of the microbiota 、 Metabolism and the formation of flavor substances .

just as “ Orange is the fruit of Huainan , Orange in Huaibei is orange ”, Baijiu craft should also pay attention to soil and water style , The secret of whether we can make good wine lies in those different mountains 、 water 、 soil 、 air 、 In grain .

There is a long-standing old saying in the Baijiu circle ,“ No Maotai liquor can be brewed out of Maotai town ”, Based on such cognition .

First , Good wine must have good spring . Water is the main component of Baijiu production , The quality of water directly affects the quality and flavor of wine .

big-name “ Hometown of Maotai flavor wine ” Maotai town is located on the Bank of Chishui River , The water system contains 170 A variety of clear and pollution-free trace elements and minerals , It breeds special microbial flora , Irrigated red tassel sorghum suitable for wine making , Maotai town is surrounded by mountains , Such a big environment is a natural fermentation workshop .

So Maotai distilleries, large and small, like to pile up in small Maotai town , Chishui River is also known as “ Wine River ”.

In those days, Maotai distillery responded to the call of the state , Build factories in other places to expand production capacity , I found a geomantic treasure land in Zunyi , Almost copied a Moutai distillery , As a result, the wine produced just doesn't taste right .

Did you really leave Guizhou , There is no way to create a new famous brand of sauce and wine ？

In fact, leaving Guizhou to make sauce wine has been successful , There are also failures , This mainly involves a production area . For example, danquan in Guangxi 、 Langjiu in Sichuan 、 Yunmen sauce wine in Shandong 、 They must be Maotai flavored wine , It is also qualified Maotai flavor wine , But it is not equal to Maotai . The production areas are different , Each style naturally has its own merits .

Vertical production of various flavors has strict requirements for production areas , Maotai sauce liquor depends on Maotai town , It restricts the capacity expansion of Moutai , At the same time, Maotai Maotai liquor has also become a scarce resource .

However, what is puzzling is , Why only one Maotai liquor is produced in Maotai town with good conditions , Other small wineries , None of them can fight ？

Maotai “ flying ” Now the official price is 1499 element , The price circulating to the market 2000—4000 yuan , Another bottle is hard to find . And the distillery in Maotai town is still dozens 、 The middle and low-end market of 100 yuan lingers , Why is the price difference of a bottle of wine with the same origin so great ？

Today, the traditional technology of brewing has no threshold , The underlying logic of various fragrance types is clear in the world , Naturally, there is no barrier , The difficulty lies in how to grasp the difference of Micro Technology in the process . Besides pricing , All the advantages and disadvantages will be reflected in the wine —— Different trace ingredients lead to differences in taste , And song 、 raw material 、 process 、 Tick 、 Storage is closely related .

therefore , Even if the environment is qualified 、 Hardware pass , Without skilled manual skills and enterprise management and regulation, it is difficult to make the best of everything .

Qu Shi “ The bone of wine ”, Raw materials of Baijiu Daqu , The south is dominated by wheat , It is used to produce Maotai flavor and Luzhou flavor wines ; North China produces Baijiu with fragrance , It uses barley and peas as raw materials .

Raw materials from different production areas , The formula and technology of specific starter making materials according to local conditions , It provides a specific complex microbial community for Baijiu brewing , Whether the koji making technology is in place , Determine the flavor and quality of the wine .

Authentic Maotai liquor not only has strict requirements on the natural environment , It is even more extreme in terms of Technology , Long term fermentation 、 Multiple distillation , Both time cost and value cost are relatively high , The liquor yield is also low .

Now, in order to improve production capacity , Try to take a shortcut , Simplify the traditional process in the brewing process , Make the alcohol yield higher 、 Shorter production cycle .

in addition , The key is the blending technology of Baijiu .

At the wine table , A mention “ Blended wine ”, Everyone is sniffing , A look of disgust , Even “ Talk about blending and turn pale ”.

But there is such a famous saying in the wine industry “ Fragrance is produced by fermentation 、 Titian depends on distillation 、 Molding depends on blending .” From this we can see that , The importance of Baijiu blending technology for Baijiu quality .

Blending is also called blending , It's an absolute technical job .

Different rounds 、 Different doses of base wine , Different doses of seasoning wine , Different alcohol levels , A combination of several slightly different proportions, such as different drinking ages , May affect the taste of the blended wine , A thousand miles away .

Among them, the key is blindly “ Drug citation ” It's old wine .

The newly brewed wine tastes spicy and burns the throat , Not palatable , It is necessary to remove the evil and miscellaneous taste through the blending of new and old wines , Neutralize the stimulation of new wine , Retain the mellow flavor of old wine , It also catalyzes new wine to ripen faster .

Drink wine without blending , Equal to eating a double cooked pork without any seasoning , Only its flavor , But it has no fragrance .

Take Luzhou flavor Wuliangye as an example , The seasoning liquor used by Wuliangye to blend belongs to super grade liquor , From having 600 The ancient cellar with many years of wine making history .

And the essence that makes people smell pale 、 Alcohol blending wine , From this year 6 month 1 The implementation of the new national standard for Baijiu has begun , No one is allowed to be called “ Liquor and Spirits ”, It is “ Make wine ”, Industry standards have been standardized .

From the selection of grain materials to the brewing process, and then to the final product , A small bottle of Baijiu can only be delivered to consumers after a lot of tempering , In this “ Martial arts in the world , To be quick ” Internet age , A bottle of high-end Baijiu that consumes precious time and manpower is hard won .

So there is no shortage of wine in the market now , What is lacking is high-quality Baijiu , This is the simultaneous rise in volume and price of high-end Baijiu 、 The reason why Maotai's share price remains high .

The reason why high-end Baijiu stands out in the market , It can't be regarded as the brand and marketing of Baijiu “ stupid tax ”, But with the head brand Baijiu technology in fineness 、 The strictness is closely related to the extreme involution of quality .

03 The smell of wine is afraid of the deep lane

The essence of any business activity is the creation and transmission of value . Just in different industrial chains , The value delivered and created are biased , Therefore, the game between manufacturers is essentially a game of value and profit distribution .

In the competition for profit space , The relationship between manufacturers is not smooth but messy . For all consumer goods industries including Baijiu , Channel construction is crucial , A good wine also needs a good market , The competition of channels is the competition of market penetration ability , An important part of the Baijiu war is the battle for channels .

Twenty or thirty years ago, when channels were King , The Baijiu market is limited to the competition between local liquor and national famous brands , The life of Baijiu dealers is very nourishing .

The watershed mainly occurs in 90 Around the time , The national industrial development began to move closer from the chaotic blind expansion and separatist state to the orderly brand competition .

With the substantial increase of Baijiu production capacity , And a large number of new brands rush to the market , Terminals have increasingly become the key strongholds for Baijiu enterprises to occupy the market , Terminal competition is escalating .

Dealers caught between terminals and enterprises have become a burden for enterprises for a time , Many Baijiu enterprises want to control the terminal directly beyond the dealers , The hands of Baijiu enterprises are getting longer and longer , Areas that the dealer can control 、 The value created is also getting smaller and smaller .

In recent years , Each liquor enterprise shows its magic power and breaks through traditional channels , Actively occupy online e-commerce channels , Reach consumers through various marketing interactions , For example, Tiktok live e-commerce , Monthly sales scale of beverage category , It's reached 8000 All the above .

Young and cutting-edge brands such as jiangxiaobai 、 Millet wine , Mainly through online marketing 、 Offline brand activities and other ways to achieve market expansion ; And old brand liquor enterprises like Moutai in Guizhou , There are also big moves .

This year, 4 month 1 Japan , Maotai opened online e-commerce purchase channels for the first time ——“i maotai ”, Attract a large number of consumers to rush to buy , First day online 1 There is... In an hour 622 Ten thousand people make an appointment to apply for , In the future, Baijiu enterprises may become less and less dependent on liquor merchants .

Whether the channel reform of Baijiu industry will evolve into an online and offline encounter ？

From the survey data of AI media consulting consumers , Chinese Baijiu consumers purchase channels are mainly liquor stores. （73.2%）, Followed by supermarkets and department stores （46.5%）、 Tobacco Hotel （46.2%）.

It seems , There is still a long way to go for the reform of new channels of Baijiu , Offline channels dominated by tobacco and alcohol chains are still hard to shake .

As China's consumer market enters the era of quality consumption , Personalized consumption is on the rise , Market segmentation , Professional chain will become a trend , For example, economically developed Shanghai 、 Professional whisky chains have appeared in Shenzhen and other cities .

In the Internet era “ fast ” and “ many ” Not the core competitiveness of liquor chain , Baijiu consumption is more planned 、 Reserve 、 Professional business banquet 、 Gift giving 、 Collection and other scenes . High quality and specialization are the future development direction .

04 High end brand war is imminent

The Baijiu industry has developed so far , process 、 channel 、 Quality and other aspects are relatively mature , Has entered the era of famous wine , At present, a very important war is the high-end war .

The first magic weapon of high-end war is to tell a good story .

Let's take a look at A Shares of Baijiu , The top market value is basically the famous wine uploaded by our ancestors . This is also a feature of the Baijiu industry ： It sells wine culture and historical heritage .

Casually browse the official websites of major Baijiu enterprises , Although the history of the distillery is only a few decades , But the history of brands can be traced back hundreds of thousands of years .

such as , Fenjiu's official website publicity , After the birth of Fen Liquor , after 4500 Nurtured by Chinese wine culture for many years ; Luzhou Laojiao has been owned since ad 1573 The cellar groups of Ming and Qing Dynasties inherited , Its national cellar 1573 stay 2019 The annual sales exceeded 10 billion , But it is said that only 4 The cellar in the Wanli period of Ming Dynasty .

Because of this , Wang Hongjiang Xiaobai, who started with marketing, has shallow qualifications 、 The story is thin , Will be regarded as the bottom of the disdain chain by people in the Baijiu circle .

2013 The reason why Moutai can become a leader after Wuliangye in , Cannot do without “ brand ” Two words .

Maotai has a short history, but “ Many honors ”,1915 Panama world expo won the gold medal ,2019 Years ago “ National Wine ” Self occupation , And have excellent “ Red gene ”.

Many people should still be impressed ,2012 Years because “ Chinese wine maotai ” The passing of the preliminary examination of the trademark caused an uproar , Even made public anger , The industrial and commercial department rejected Maotai's Application . If Maotai really takes it “ National Wine ” This name is , Other brands can hardly stand out in the competition .

However, in infinite exaltation itself 、 Close to the wine table culture 、 Suggesting power identity , Many brands are the same people .

yanghe 、 Fen Wine 、 Luzhou old capital once claimed it voluntarily “xx Domain national wine ” The concept of .

At the same time, marketing , Wuliangye “ Thousand year old wine inheritance ”、 Luzhou Laojiao “ National treasure cellar ”、 Fen Wine “ the shepherd boy pointed afar and said the Apricot Bloom Vill ”...... Almost all famous wines have excavated and built a complete brand story .

The flag of Baijiu on brand and culture , It's always you who sing and I come on stage , standing . Tell the story , Occupied the main table , The next thing can be logical .

in addition , The second magic weapon of high-end war is to raise prices , Create a luxury image .

Most consumers are right “ High quality Baijiu ” My cognition is relatively simple , Whose price is high , Who is good wine , It's more dignified to treat guests and give gifts .

And Baijiu itself is a good business model 、 Naturally suitable for luxury goods .

The price is going up , At least the gross profit is high , Have the capital to make a brand 、 Marketing . If you take the pro people line , That is to fight bayonets in a sea of blood , Just like the beer market with a perennial unit price of fiveorsix yuan , If you don't earn much, you have to fight a price war every day .

since 1988 Since the country successively liberalized the pricing power of famous wines in , With “ Maowu ” The radical faction led by them began to pass “ Raise price ” Occupy the high-end market , Other liquor enterprises are also involved in distribution, marketing and sales , As a result, the high-end Baijiu market was dominated by “ Maowu ” Monopoly of other enterprises .

2012 Years later, , The restriction of three public consumption has changed the competitive pattern of Chinese Baijiu industry , Maotai took the lead in transforming government consumption into business consumption , Lead the industry out of the trough , Industry competition presents fragrance segmentation 、 Price segmentation 、 Breakdown of production areas 、 Differentiated competition characteristics such as year segmentation .

Moutai is positioned at a super high-end price 、 Maotai flavor Category attribute , Speak well “ Leaving Maotai town can't produce good sauce wine ”“ Five year production cycle ” The story of ; Wuliangye locates the price segment of 1000 yuan 、 Luzhou flavor Category attribute ; Fen Liquor is positioned in the secondary high-end and mass liquor market 、 Fragrance category attribute .

The Baijiu industry in this period was “ People gather firewood and the fire is high ”、 There are forms of cooperation in competition , Each is beautiful . In sauce 、 clear 、 Under the leadership of Luzhou Sanxiang faucet , The market share of Chinese Baijiu industry is determined by 50% Up to the 75%, The three support each other and lead the rise of domestic products in the wine industry , Foreign brands of imported wine and other wines are in a weak position in this round of international competition .

But the sad thing is , There were stories and feelings in the past “ Fenda ” During this period, the understanding of the market trend is not in place , Go the other way , Take the initiative to lower the price , And make slogans ： Fen Wine is the famous wine of the common people , Since then, it has no chance with high-end .

Writing at this point , The logic behind the price increase is also self-evident , Chinese Baijiu in the past few years , The production quality has indeed improved significantly , The core of culture 、 Baijiu has a stronger sense of value .

Middle and low-end products are priced at cost , But high-end Baijiu is similar to luxury 、 High end clothing 、 Premium cosmetics , It closely matches the consumption needs of target consumers , Carry out quality upgrading in the overall development 、 Cultural upgrading 、 Product upgrades 、 Brand upgrading , Take a strong sense of value as the benchmark to raise prices .

today , The price of Moutai has gone up 20 times , The price of Wuliangye has risen 10 times , Other liquor enterprises also increased by different , In recent years, we have been moving forward at a unified pace , Has formed “ How strong shearing section.at ” The situation of , The high-end battle continues .

It is worth noting that ,2022 year , Both production and sales fell , The Baijiu industry, which has always played the scarce brand, has started a round of large-scale expansion .

maotai 、 Wuliangye 、 Present age 、 Fen Wine 、 Willing to wait for listed companies to spend funds to expand production , Buy raw materials 、 Expand the scale of the cellar , Each family has entered the scale of full smoke .

As of this year alone 5 End of month , There is Moutai 、 Wuliangye 、 Shanxi Fenjiu, etc 6 Baijiu listed companies have announced plans to expand production , The total investment scale is close to 400 One hundred million yuan .

The reason is , The concentration of Baijiu industry is further closer to the head , The high-end and sub high-end areas are the main battlefield of Baijiu in the future , Due to the scarcity of high-quality production capacity , It cannot support the high premium of the upgraded product structure , Therefore, major manufacturers need to accelerate the upgrading of Baijiu quality , Increase the storage of high-grade Baijiu , Eliminate low-end production capacity , Reserve Combat Effectiveness in advance .

I have to mention that , The high-end war of Baijiu is in full swing , But behind it, there is also a brutal war of annihilation .

According to the data released by AI media consulting , from 2017 So far this year , Baijiu enterprises with a certain scale have decreased 636 home , Percentage 39.9%, Almost all are middle and low-end brands . The revenue of Niulanshan Erguotou, a low-end brand, in recent years 、 Net profit has also decreased year by year .

The market share of high-end Baijiu has been eroding the middle and low-end Baijiu in the past two decades , The epidemic has exacerbated this process , Especially the famous wine channel sinks 、 On the fundamentals of market subsidence and perfect product structure , If you don't have your own characteristics , It is difficult for liquor enterprises at the waist and tail to have room for growth .

But this is also the natural law of industry development , automobile 、 Beer, including real estate, and other industries have long been oligarchic , Nowadays, it is even more difficult for the medium and low-end plate of Baijiu to turn over .

05 The invasion of competitive products outside the circle

Baijiu industry is in the middle-aged consumer market 、 While getting up in the capital market ,“ Young people do not like baijiu. ” But it has become another hidden worry .

all the time , The marketing of traditional Baijiu focuses more on the history of the product itself 、 On the accumulation of inheritance , It's often decades old wine and what young people like “ Easy wine ” The opposite . This also deepens Baijiu to a certain extent “ Dad is full of flavor ” Image cognition .

And in the product itself , The spicy taste of Baijiu is not understood by young people ,“ A glass of Erguotou , Choked to tears ”, Compared with the drunkenness in the traditional wine table culture , Young people pay more attention to the pleasant feeling of slightly drunk when drinking .

But for the “ Baijiu was abandoned by young people ” This problem , After falling in love with Moutai, Ma Yun gave a widely spread answer ：

“ Young people who don't drink Baijiu now , When they arrive 40 How old , They will also drink Baijiu ”.

This seems to give the Baijiu industry a “ Lie flat ” The reason of .

Some people think that , In fact, more and more young Chinese have begun to drink Baijiu , But this cardinality is not big enough for us to experience , This process is orderly but slow .

But the competition in the market is always quick and cruel , Competitors outside the circle step by step , More and more blended wine 、 fruit wine 、 Rice wine and other low alcohol wine fill young people's wine glasses .

Tmall new product innovation center 《2020 Fruit wine innovation trend report 》 Pointed out that , By 2020 year 11 month , Plum wine increased by 90%, The growth rate of pre mixed cocktails and fruit wine is 50%, What drives the growth of categories is nearly 70% The number of buyers increased .

Jiangxiaobai, a former low alcohol Baijiu brand, has become the first cup of Baijiu for young people through marketing ; After the “ The first share of the tavern ” Helen dominates the social occasions of young people ; And all kinds of cocktails 、 Fruit wine brands seize the female market .

It is worth mentioning that , Jiangxiaobai, also a Baijiu brand , Even at the lowest end of the disdain chain , But through differentiated positioning , Go light and attack the young group , We won our own market share from the traditional Baijiu giants .

The rapid occupation of the young market has made more and more traditional liquor enterprises anxious , The growth force behind this consumer group makes it impossible for the Baijiu industry to ignore or give up .

There is data showing ,2018 Since, traditional Baijiu enterprises have created at least 200 Many kinds of “ Young wine ”, Try to please young people's taste and aesthetic habits .

For example, Wuliangye waizui wine 、 Red Star Su Bian 、 The Kyoto BOMB Bomb Erguotou 、 Yangheyang sophomore 、 Luzhou Laojiao Lu Xiaoer 、 Fenjiu Group makes trouble for him 、 Langjiu group, xiaolangjiu, etc , But it seems that they are all skimming , Mediocre reaction .

Recently, Moutai can't sit still , Playing cross-border marketing , In May this year 2 Maotai ice cream flagship store , It is said that Maotai ice cream is added 2% Moutai wine , Although Luzhou Laojiao has played this trick for a long time . But once launched , Quickly brush the little red book , Aroused public heated debate , Many people say they want to taste Fangze .

Maotai eldest brother, who has been in a high position for a long time, suddenly “ Descend to the world ” Engage in cross-border , It declares that Baijiu brands have begun to pay attention to the value of young user groups , The battle for the youth market slowly kicked off .

next step , Whether the traditional Baijiu giants want to maintain the high cold image as in the past, and wait for young people to accept Baijiu in an orderly manner , Or we should put down our figure and make the brand image more catering to young people ？

These fierce ongoing Baijiu wars , Maybe it's a struggle for self-awareness of Baijiu brands .