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2021名酒的三大猜想

2021-01-04 09:03  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

2020年12月底,茅台五粮液泸州老窖、汾酒等名酒企业纷纷召开年度大会,在总结成绩的同时,为2021年规划蓝图。

MINGJIUQIYE2021NIANDUDEGUIHUAFENWAIYINRENZHUMU,YIFANGMIANSHIYOUYU2020NIANJINGLILEYIQINGCHONGJI,DUIMINGJIUQIYEDEHOUXUFAZHANGOUCHENGYINGXIANG;LINGYIFANGMIAN,ZEYOUYUJINNIANSHI“SHISIWU”KAIJUZHINIAN,SHIKAIQIXIAYIGEWUNIANDEGUANJIANJIEDIAN。NEIME,DUIZHEIXIEMINGJIUQIYEERYAN,2021NIANJIANGHUIYOUNAXIEJIHUAXUYAOSHIXIAN?YOUYOUNAXIEFANGMIANDEZHONGDABIANHUA?

01、茅台、五粮液奔向500强?

ZUOWEIMINGJIUDE“LINGTOUYANG”,MAOTAI、WULIANGYELIANGGE“JUWUBA”JIBIEDEQIYE,FENFENNIDINGLE2021NIANDEFAZHANMUBIAO,QIEDOUMIAOZHUNLESHIJIE500QIANGZHEIYIZHONGYAOMUBIAO。

2020NIAN12YUE18RI,2020ZHONGGUOGUOJIMINGJIUBOLANHUI·WULIANGYEDIERSHISIJIE1218GONGSHANGGONGJIANGONGXIANGDAHUIZAIYIBINJUXING。

ZAIZHEICHANGWULIANGYEZUIWEIZHONGYAODENIANDUHUIYISHANG,SICHUANSHENGYIBINSHISHIZHANGDUZIPINGZHICHU:WULIANGYEWEIQUANSHIJINGJISHEHUIFAZHANZUOCHULEZHONGDAGONGXIAN。ZHANZAILISHIDEXINQIDIAN,XIWANGWULIANGYEYONGYUANBAOCHIYUSHIJUJIN、YONGZHENGDIYIDEHAOQI;JIAKUAIRONGRUYIGUONEIDAXUNHUANWEIZHUTI、GUONEIGUOJISHUANGXUNHUANXIANGHUCUJINDEXINFAZHANGEJU,JIANDINGBUYI、QUANLIYIFUXIANGSHIJIE500QIANGJINJUN。

WULIANGYELVXIANTICHUXIANG500QIANGJINJUN,ER3TIANHOU,MAOTAIFANGMIANYESHEDINGLETONGYANGDEMUBIAO。

2020NIAN12YUE21RI,GUIZHOUMAOTAIJIU2020NIANDUQUANGUOJINGXIAOSHANGLIANYIHUIJUXING。BENCIDAHUIYI“DANXINRUGUXINXINMIJIANXINZHENGCHENGXIESHOUZAIFENJIN;QIANGJIGUBENWEISHILIXINGAOZHILIANGPUXIEXINPIANZHANG”WEIZHUTI。

面对台下来自全国各地的经销商代表、媒体代表,茅台集团党委书记、董事长高卫东表示:“2020年,茅台品牌价值持续增长、名次不断攀升,企业管理更加精细、治理更加有效,推动茅台集团超额完成年度目标和‘十三五’圆满收官……2021年,我们将全力构建规范、高效、优质的营销新体系,开启高质量发展新征程。”

ZAITIJIJUTIMUBIAOSHI,GAOWEIDONGMINGQUEBIAOSHI:“LIZHENGJIANGMAOTAIDAZAOCHENGGUIZHOUSHENGSHOUJIASHIJIE500QIANGQIYE。”

MIANDUISHIJIE500QIANGDEMUBIAO,MAOTAI、WULIANGYEHAIYOUDUOYUAN?

2020NIAN8YUE10RIFABUDE《CAIFU》SHIJIE500QIANGPAIXINGBANGXIANSHI,JINRUPAIXINGBANGDEMENJIAN(ZUIDIXIAOSHOUSHOURU)WEI254YIMEIYUAN。ANZHAOMUQIANRENMINBIYUMEIYUANYUE6.5DEHUILVLAIJISUAN,YUEWEI1650YIYUANRENMINBIYISHANG。

2019NIANDUCAIBAOXIANSHI,GUIZHOUMAOTAIDANGNIANYINGYESHOURU854YIYUAN,WULIANGYEYINGYESHOURU501.18YIYUAN。BUGUO,MAOTAIJITUANDANGNIANYINGSHOUDADAOLE1003YIYUAN,WULIANGYEJITUANYINGSHOUGUIMOYEKUAYUE1000YIYUAN。

RUOYIGUFENGONGSITILIANGLAIJISUAN,ZEMAOTAI、WULIANGYEDEYINGSHOUGUIMOYU500QIANGZUIDIMENJIANXIANGJUSHENYUAN,2021NIANDUKONGPANANYIDADAO,DANSHIRUOYIJITUANTILIANGLAIJISUANDEHUA,NEIMELIANGZHEDOUJUBEIZAI2021NIANWENDING500QIANGDEQIANLI。DANGRAN,ZHEIXUYAOQIYEZAI2019NIAN、2020NIANDEJICHUSHANGBAOCHIJIGAODEZENGZHANGLV。

02、系列酒将获得大突破?

DUIYUMAOTAI、WULIANGYEZHEILIANGJIAYIXIANJIUQILAISHUO,YAOBAOCHIGAOZENGZHANGLV,CHULEJIXUTUIJINZHULICHANPIN,ZHURUFEITIANMAOTAI、PUWUDEXIAOSHOUZHIWAI,LIANGZHEQIXIADEJIANGXIANG、NONGXIANGXILIEJIUGONGSI,YEBIXUCHENGDANGENGDADEFAZHANZHONGREN。

ZICONG2016NIANMAOTAIKAISHIQIDONG“SHUANGLUNQUDONG”FAZHANZHANLVE,SHISHI“ZUOQIANGMAOTAIJIU,ZUODAXILIEJIU”XILIEDECELVEYILAI,MAOTAIQIXIAJIANGXIANGXILIEJIUYILUZOUGAO,GUOQUJINIAN,MAOTAIJIANGXIANGXILIEJIUYIJINGCONG2015NIANYINGSHOU13YIYUAN,SHIXIANLEJIJIKUAYUE,2019NIANMAOTAIJIANGXIANGXILIEJIUYINGSHOUTUPO100YIYUAN。

2020NIANZAIYIQINGDECHONGJIXIA,JIANGXIANGXILIEJIUCHENGJIJIHE?

2020NIAN12YUE16RIJUXINGDE2020NIANDUGUIZHOUMAOTAIJIANGXIANGXILIEJIUQUANGUOJINGXIAOSHANGLIANYIHUISHANGTOULU,MAOTAIJIANGXIANGJIUGONGSIYUJIKEWANCHENGMAOTAIXILIEJIUXIAOLIANG2.95WANDUN,SHIXIANHANSHUIXIAOSHOUE106YIYUAN,TONGBIZENGZHANG4%。

一方面是总量的巨幅增长,另一方面则是战略单品的成型。在“百亿”大盘中,茅台王子销售额超40亿元,成为深度影响行业的超级单品,而随着汉酱、赖茅、贵州大曲站稳10亿元规模,以茅台王子酒为核心的“1+N”产品集群正在形成,并且朝着结构更优、效益更好的市场局面发展。随着技改项目在2021年完成,茅台届时将形成5.6万吨的酱香系列酒产能,这意味着在今后几年,酱香系列酒仍将有更大的增长空间,对茅台的辅翼作用越发明显。

ZHENDUIMAOTAIJIANGXIANGXILIEJIU2021NIANDEPINPAIFAZHANGUIHUA,GAOWEIDONGJICHULE“ZUOQUANGUOYILIUCHANPIN、SHUQUANGUOYILIUPINPAI、CHUANGQUANGUOYILIUFUWU”DEDINGDIAO。

WULIANGYEFANGMIAN,CIQIANFENWEISANJIADEXILIEJIUGONGSIDEDAOZHENGHE,ZHEIYIWEIZHECONGCHANPINTIXIDAOYINGXIAOGUANLI,NONGXIANGXILIEJIUDOUYOULEGENGWEIMINGXIDEZHANLVEZHIXIANG,ZAI2020NIANDE1218DAHUISHANG,WULIANGYEJITUANGONGSIZONGJINGLICENGCONGQINBIAOSHI,2020NIAN,WULIANGYEXILIEJIUDESANDADANPIN——JIANZHUANG、WULIANGCHUN、WULIANGTEQUTUICHULEXINCHANPIN。TONGSHI,JIXUSHISHISHOUSHENZHANLVE,2020NIANYIQINGLIQINGTUI12ZHONGPINPAIDE577KUANCHANPIN。

CENGCONGQINBIAOSHI,MUQIANXILIEJIUDETISHENGZHICHUZHUYAOZAIYU:CHANPINSHICHANGJINGZHENGLIHAIXUTISHENG,XUPEIYU30YI、50YIYISHANGDECHAODADANPIN,YIJIDAZAOHEXINGENJUDISHICHANGHEZHONGDIANSHICHANG。

YEJIERENWEI,MAOTAIJIANGXIANGXILIEJIUYIJINGDADAOBAIYITILIANG,ZUOWEIMAOTAIQIXIAZIGONGSIDANDUERLUN,QIYIJINGCHAOYUELEJUEDADUOSHUJIUQI,ERWULIANGYENONGXIANGXILIEJIUGONGSITONGYANGGONGSHIXUNMENG,XIANGXINZAI2021NIAN,ZHEILIANGJIAQIYEHAIJIANGYOUJINYIBUFAZHAN,TONGSHIYEWEIMUGONGSI、MUPINPAITIGONGGENGDUOZHULI。

03、重点市场实现大突破?

DUIYUYIJINGSHIXIANLEQUANGUOHUAHUOCHUBUSHIXIANLEQUANGUOHUADEMINGJIULAISHUO,SHICHANGRENGFENZHONGDIAN,ZIYUANZONGYOUQINGXIE,ZAIZHEIZHONGQINGKUANGXIA,2021NIANZHENDUIZHONGDIANQUYU、ZHONGDIANSHICHANGDEBUJUYUJINGZHENGYIJINGZHANKAI。

CENGCONGQINZAI2020NIAN12YUE18RIDEDAHUISHANGZHICHU,GOUJIANJINGDIANWULIANGYEYINGXIAOTIXISHI“SHISIWU”QIJIANGONGSIDEZHONGYAOZHANLVEJUCUO,GONGSIJIANGANZHAOFENLEIFENJIZHUBUGAIGEDESILU,JUJIAOGAODISHICHANG、DAQIYE、WENHUAQUAN、JINRONGQUANDENGGAODUANXIAOFEIQUANCENG,TONGSHIDUISHENGHUI、ZHIXIASHIDENGZHONGDIANCHENGSHIJINXINGBUCHONGBUJU,JINGZHUNGOUJIANQUDAOWANGLUO,WANSHANJINGDIANWULIANGYECHANPINXIAN。

ZHEIYIWEIZHEJINGDIANWULIANGYEJIANGZHENDUIZHONGDIANQUYUJINXINGTUPO,ERDUIZHENGGEWULIANGYELAISHUO,ZAI2021NIANDURENGYOUZHONGDIANTUPODEFANGXIANG。

CENGCONGQINZAIQIHOUTANJIDE“WULIANGYE2021NIANLIUXIANGYINGXIAOZHONGDIANGONGZUO”ZHONGQIANGDIAO,JIANG“DALIDAZAOGAODISHICHANGHEZHONGDIANSHICHANG,QIANGHUASHICHANGYINLINGHEFENETISHENG,RUBEIJING、SHANGHAI、SHENZHEN、CHENGDOUDENGDIYAOZHONGDIANTUPO”。

YEJIEJIEDU,WULIANGYELIZUSICHUAN,DEDILIZHIBIAN,CHENGDOUZIRANWEIZHONGDIANSHICHANG,WULIANGYEFANGMIANXIWANGZAICHENGDOUSHICHANGYIYOUDEXIONGHOUJICHUZHISHANG,2021NIANGENGJINYIBU。BEIJING、SHANGHAI、SHENZHENZETONGWEIYIXIANCHENGSHI,YONGYOUZHEJIQIANGDEXIAOFEINENGLI,YESHIZHUDUOSHECHIPINPINPAIDEGAODI,QIANGHUAZAIZHEIXIECHENGSHIDEYINGXIANGLI,DUIWULIANGYEQUANJUXIAOSHOUGONGZUODAYOUBIYI。

瞄准一线城市以及其他重点市场的还有泸州老窖。记者从2020年12月15日召开的2020年泸州老窖国窖酒类销售股份有限公司第二次股东大会上获悉,国窖1573还计划推进“城市群样板市场打造”,根据“2358”区域发展战略,选定包括上海、深圳、郑州、成都等在内的九大样板市场。

2020NIAN12YUE26RI,FENJIUQUANQIUJINGXIAOSHANGDAHUISHANG,FENJIUDANGWEISHUJI、DONGSHIZHANGLIQIUXIDUIFENJIUYINIANDECHENGJIZUOLEDINGDIAO,RENWEIFENJIU“NISHIERSHANG,CHUANGZAOLELISHISHANGZUIHAODEYEJI”。

ZAIZHEICIDAHUISHANG,FENJIUFABULEWEILAIWUDAYINGXIAOGAIGERENWU,QIZHONGDIWUXIANGSHI:TUIJINQUANGUOHUABUJU,ZHANGJIANGYINANSHICHANGKUAISUFAZHAN,“1+3”ZHONGDIANBANKUAISHICHANGCHIXUFALI,“1357”DEQUANGUOHUABUJUYAOZHUBUTUIJIN。ZHEIBIAOMING,FENJIUZHENDUIJINNIANDEFAZHAN,TONGYANGZAIXUNQIUZHONGDIANTUPO。

SUOWEI“1+3”ZHONGDIANBANKUAISHICHANG,ZHIFENJIUDEYIGEDABENYINGSHICHANG(SHANXI),SANDAZHONGDIANBANKUAI(JINGJINJI、YULU、SHANMENG)。FENJIUANZHAOKAITUOXIANHOUSHIJIAN、SHICHANGXIANYOUJICHU、QUWEIYOUSHIDENGBUTONGTIAOJIAN,TONGGUOSHICHANGFENJISHAIXUAN,ANZHAOSHICHANGTEDIANFENCEDAZAO、JINGGENGXIZUO,SHISHISHENGWAISHICHANGJUJIAOTUPO。

业界认为,就如同楼市的投资热潮已经集中于南方长三角、珠三角一样,在分化加剧的特殊时刻,酒企同样会将资源调度到最具示范效应或消费比最高的地区,以求在2021年获得新的突破。

    关键词:白酒板块 茅台 五浪液 汾酒  来源:华夏酒报  杨孟涵
    (责任编辑:程亚利)
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