湖南幸运赛车

所在位置:佳酿网 > 酒业新闻 >

白酒涨价 “刚需”还是“跟风”?

2021-01-05 08:07  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

YUANDAN、CHUNJIESHIBAIJIUXIAOFEIWANGJI,XIAOFEILIANGZHANBIJUDA,TONGSHIBANSUIZHEYUANCAILIAO、RENGONGCHENGBENDEZENGZHANGYIJIXIAOFEIYOUHUASHENGJI,XIAOFEIZHEDUIJIANKANGSHENGHUODEXUQIUJINYIBUTISHENG,BAIJIUZHANGJIACHENGWEIZAIZIRANBUGUODESHIQINGLE。

01、涨声不断,自信满满

自2020年12月1日起,舍得酒业针对公司旗下舍之道系列产品,在全国范围内统一上调10元/瓶终端门店供货价格。随着泸州老窖、汾酒、郎酒、剑南春、古井贡酒、水井坊、酒鬼酒、国台、钓鱼台等品牌相继发出涨价信息,“涨”声密集成为此次涨价特点。

JUBUWANQUANTONGJI,2020NIANZHANGJIADEBAIJIUPINPAIHANGAIGAOZHONGDIDANGGEGEJIAWEI,QIYEDUODASHANGBAIJIA,CHANPINJIANGJIN300DUOGE,BIANBUGEGEMINGJIUCHANQU、CHANJIUDASHENGHEXIAOFEIDASHENG。

记者发现,在此次密集涨价中,茅台五粮液并没有涨价,但是茅台的终端价在2880元左右,有的城市价格已接近3000元,虽然通过电商、传统商超直销渠道加大销售力度,但一瓶难求的局面并未缓解。五粮液的消费势头依然强劲,2020年五粮液市值突破万亿元大关。2020年1~11月,五粮液集团销售收入突破1100亿元,营收、利润均保持两位数增长,足以证明品牌、品质的张力。

ZAIXIANYOUMAOTAIYIPINGNANQIUDEXIANZHUANGXIA,XIJIUYINGSHOUCHENGXIANBAOFASHIZENGZHANG。JIZHECONGJINRIZHAOKAIDEXIJIU2020NIANDUJINGXIAOSHANGDAHUISHANGHUOXI,2020NIAN,XIJIUSHIXIANXIAOSHOUE103YIYUAN,TONGZENG31.29%,MUBIAOJIHUAWANCHENGLVWEI103%,ZHENGSHIKUARUBAIYIZHENYING。QIZHONG,“XIJIU·JIAOZANG1988”XIAOSHOUJIN58YIYUAN,YUJUNPINXIJIUGONGZHANXIJIUXIAOSHOUZONGLIANGDEBIZHONGYIJIEJIN65%,TONGZENG46.97%。TONGSHI,SHEDE、JIUGUIJIU、JINSHA、GUOTAI、DIAOYUTAIDENGPINPAIDEXUNMENGZENGZHANG。

白酒营销专家蔡学飞认为,企业的涨价信心来源于企业的品牌势能提升,而这种优势是相互作用的,所以从这个角度看,涨价有利于提升企业的品牌高度与品牌价值,并且增强企业的盈利能力。

“白酒市场攀比价格并不是通用良药,真正能实现价格上升的还是稀缺名酒资源。区域酒企涨价超过了其市场价格临界点都是无效的,2020年还是名酒和酱酒品类引领涨价。二三线品牌涨价后市场并没有多大影响力,超过其品牌价格承载力,会适得其反。”新营销咨询培训专家贾福春表示。

02、“跟风”涨价,成本加剧

CILUNQUANGUOXINGMINGJIUTIJIADEQIANTISHIZHENGGEZHONGGUOJIULEIDEXIAOFEIJIEGOUZAICHIXUSHANGSHENG,CONGZHEIGEJIAODUKAN,QUANGUOXINGMINGJIUTIJIAJINYIBUJIYAQUYUSHICHANG,TIGAOXINGYEJIZHONGDU,QIEYOULIYUXINGYEZHENGTIXIANGGAOZHILIANGFANGXIANGFAZHAN。TONGSHI,MINGJIUJITITIJIAYEJINYIBUBIAOXIANCHUZHONGGUOJIUYELIANGJIFENHUAJIAJU、MINGJIUZENGSUTIGAODEQUSHI,ERQUYUJIUQIHUOZHEDALIANGDEZHONGXIAOXINGJIUQIZESHIZAICHIXUWEISUO。

CAIXUEFEIRENWEI,BUFENQUYUJIUQIDEZHANGJIASHIJISHANGJIUSHIYIZHONGGENFENGSIDEZHANGJIA,YOUYUQUANGUOXINGMINGJIUZHANGJIALIUXIALEYIDINGDEJIAGEDAIKONGJIAN,QUYUMINGJIUSHITUTONGGUOZHANGJIALAIZHANJUXINDEJIAGEDAI,DANSHIZHENGTISHANGLAIKAN,YOUYUCHANPINDEGAODUANHUAXUYAOQIANGSHIDEPINPAILIZHICHENG,QUYUMINGJIUZHANGJIAWANGWANGBANSUIZHEHENDADEFENGXIAN,YIFANGMIANSHIZHENGGEQUYUMINGJIUSUIRANJIAGEZHANGSHANGQULE,DANSHIXIAOLIANGHUOZHEPINPAIYINGXIANGLIMEIYOUDEDAOXIANGYINGDETISHENG,DAOZHIHOUXUXIAOSHOUFALI,JIQIYEJINGYINGDAILAIHENDADEFENGXIAN。LINGYIFANGMIAN,BUFENQUYUJIUQIDETIJIASHIJISHANGSHIYIZHONGKUAQUYUFAZHANYIJIPINPAIGAODUANHUADEYIGEJUCUO,ZHEIZHONGJUCUOYOUYUQUEFAHEXINDECHANPINZHICHENG,SHIJISHANGDAIYOUHENDADEPAOMO。

SHUNXINNONGYERIQIANFABUGONGGAOCHENG,JIANYUYUNYINGCHENGBEN、SHENGCHANCHENGBENDENGJUNYOUBUTONGFUDUDEZENGZHANG,WEILEWEICHIQIYEDEZHENGCHANGYUNXING,SHUNXINNONGYENIULANSHANJIUCHANGNIDUISANNIUXILIECHANPINZAIYUANJIAGEJICHUSHANGJINXINGDIAOZHENG。YINCI,BAIJIUJIZHONGZHANGJIAZAIYIDINGCHENGDUSHANGHAIYULIANGSHI、BAOCAI、RENGONG、WULIUYUNSONGDENGCHENGBENZENGZHANGYOUGUAN。

2020NIAN12YUE21RIZHIJIN,GUIZHOU、ANHUI、ZHEJIANG、JIANGSU、ZHONGQINGDENGDUOGESHENGFENDEZHIBANSHICHANGWENZHONGSHANGZHANG,BUFENZHIBANCHANGXUANBUZAIYUANYOUJICHUSHANGZHANGJIA3%~5%。2020NIANYILAI,ZHIXIANGZHANGJIAFUDUCHAOGUO20%。

2020NIAN12YUE26RI,HUAXIAJIUBAOJIZHEZAIBAIJIUTAOCIPINGSHENGCHANZHUYAOJIDIJIANGXIJINGDEZHENZOUFANGSHIHUOXI,GAISHIKAIFAQUHETAOCIGONGYEYUANQUYOUBAIYUJIACONGSHIJIUPING、JIUTANSHAOZHIDEQIYE。CONGSHIJIUPINGSHAOZHIDEZHANGXIANSHENGGAOSUJIZHE,2020NIANYUANLIAOFEIYONGHERENGONGZHICHUDOUZAISHANGZHANG,JIASHANGYONGQI、YONGDIANDEZENGJIA,DAOZHICHANPINCHENGBENZENGJIA。

NIANGJIUYUANLIAOZHANGJIAYESHIDAOZHIBAIJIUZHANGJIADEYINSUZHIYI。2020NIANSHANGBANNIANHAISHI1800YUAN/DUNDEPUTONGGAOLIANG,MUQIANYIZHANGZHI3300YUAN/DUN。

    关键词:白酒板块 涨价  来源:华夏酒报  陈振翔
    商业信息