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白酒流通领域2021年孕育4大变革

2021-01-04 08:40  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

今年白酒板块是资本市场最亮眼的板块,具有高端酒基因的酒企一路高涨,市场表现强劲,酱酒持续火热,加之下半年各大酒企频频涨价,行业从未像今天一样受到大众的关注。一直以来,白酒行业中最受关注的还是上游的生产端,集中度不断提高,品牌越来越集中,这几年几大核心品牌手握的市场份额越来越高。白酒行业似乎也走上了已实现品牌高度集中的家电行业曾经走过的路——在上游企业的资本市场溢价越来越高的同时,带来了家电流通领域的深度变革,连锁化的企业不断攻城略地,诞生了苏宁、国美、京东等千亿以上的流通企业。

笔者长期以来一直服务于酒企,大部分的精力主要专注于生产端企业的营销咨询和服务工作,平时因为需要调研市场,各项地面工作中打交道最多的就是流通渠道、经销商、分销客户、烟酒店等等。白酒行业集中度提高的同时,2021年流通领域又会怎么演绎?白酒产业会不会也在成熟期,出现流通领域的快速变革呢?孕育着哪些机会呢?

BAIJIULIUTONGLINGYUDEBIANGEYUCHANYESHANGYOUDEQUSHIBIANHUAXIUQIXIANGGUAN,SHOUXIANLAIKANKAN2020NIANBAIJIUXINGYEYICHENGXIANCHULAIDEWUGEXINTEZHENG:

一、2020年是高端白酒发展的大年,高端酒的发展从过去的结构性战略变成企业的核心战略。回首2020年,受疫情影响,白酒消费在上半年受到抑制。疫情成为消费分化的加速器,商务消费稳中有升,大众消费增长受到抑制。从总体而言,高端酒受影响小恢复快,大众白酒影响大恢复慢;疫情成为竞争的加速器,竞争效应的叠加,驱动了高端酒产生了明显的增强。国窖、青花郎突破百亿;贵州酱酒高端产品国台十五年、金沙摘要增长率超过100%;江苏国缘南京市场突破20亿,安徽古井古20突破10亿。高端酒的上量让名酒突破百亿,让区域龙头突破50亿;更高结构产品的上量才能带动规模成倍数的增长,成为酒企发展中的重要共识。

二、2020年是价位变革的大年,次高端价位从过去的“剑南春”锚定价位逻辑,开始全线上行,500+,800+,1000+。经济发展、通胀预期都是价位升级的底层原因。白酒定位的第一个维度就是“价格”定位、这是消费者心智中的真正“维度”;价格即定位,定位即价格,超级产品如果溯源,第一个核心就是“超级价位”、其次是产品、渠道、模式及后续的体系。大部分酒企的价格锚定从“口子窖88元,海之蓝128元,泸州老窖特曲200元,剑南春380元”经历了几轮相对全国化产品的锚定。每隔五年左右基本都有一轮商务门槛价位的升级,其本质是经济的发展,把握价格升级趋势、提前布局,实现价位上的错位竞争。在这一轮的竞争中,汾酒青花、国台十五年、金沙摘要、古20,国缘是在次高端及高端价位错位竞争的典范。

三、2020年是酱酒高速发展的大年,从酱酒升温到酱酒热、酱酒火,品类快速从过去的隐形发展到显性扩容。酱酒热本质不仅仅是茅台引领的品质热,也是从消费端到渠道到产业上游都呈现快速发展的品类热。酱酒给浓香的压力不是短期的,尤其是缩量时代,结构上行周期中,压力只会越来越大,不会变小也不会消失。

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SHULILE2020NIANBAIJIUXINGYECHUXIANDEXINTEZHENGHOU,WOMENZAIZHEIYANGDEXINGYEZHENGTIQUSHIZOUSHIXIA,FENXIYUPANCHUBAIJIULIUTONGLINGYUCUNZAI4DAJIHUIYUBIANGE。

变革一:终端集群化、专业化、流通企业构建新航母的机会逐步浮出

JIQUNHUALIUTONGQIYEGAOSUFAZHAN,SUIZHEZHONGGUOBAIJIUZOUGUO20NIANDEHUANGJINSUIYUE,JIQUNHUALIUTONGQIYEBUDUANXIANXIAN,YONGXIANCHU1919、ZHENGYUANMINGYIN、HUAZHIJIUXING、JIUXIANWANGDENGYIPIYOUZHIQIYE。ZHONGDUANPINGTAIHUAQUSHIHUODEFAZHAN:SUIZHEHULIANWANG+DEXINGQI,XINLINGSHOUBUDUANFAZHAN,SHEHUIZHONGDUANBUDUANYUPINGTAIHUAQIYERONGHE,PINGTAIHUAFAZHANJIANGSHIZAIGONGJICEBIANGEDEZHONGYAOTEDIAN。YOUZHIZHONGDUANZHUANYEHUAFAZHAN:CHUANTONGLIUTONGZHONGDUANTIGONGHUOJIA、CHUANTONGTUANGOUZHONGDUANTIGONGRENMAIGUANXI,XINXINGYOUZHIZHONGDUANJIANGJINYIBUTISHENGJIUSHUIXIAOSHOUDEZHUANYEDU。JIUSHUITIYANGUAN、LAOJIUTIYANGUAN、WENJIURONGHETIYANGUANDENGDUOZHONGXINGSHIDEZHONGDUANHUODEFAZHAN。ZAIYIDONGHULIANDEJINYIBUDECUISHENGXIA,XIANXIATIYAN,XIANSHANGLIANJIE,DUOYUANRONGHE,WUJIEXIAOSHOUCHENGWEIBAIJIUXIAOSHOUDEHEXINYUGUANJIAN,JIQUNHUA、ZHUANYEHUAYEJINYIBUTUIDONGGENGWEIZHUANYEDEJIUSHANG,CAIYONGLIANSUOMOSHIJINYIBUZHENGHEJIULEILIANSUOSHICHANG。

变革二:产品经营名酒化,上游资源的获取是酒类连锁竞争的关键致胜要素

PINPAIDEJIZHONGBIRANDAILAIXIAOFEIDELIXINGHUA,GUOQUQUDAOZHONGKAIFA、DINGZHIBIANBU,GEZHONGSHANZHAICHANPINCENGREDU,ZHUANLIULIANG,ZOULIUSHUIDEFANGSHIHUIYUELAIYUENAN。HUODEYOUZHIDEMINGJIUZIYUAN、CHANQUZIYUAN,CONGBIAOPINDAODINGZHIWENCHUANGKAIFADENGDENGDOUXUYAOJINYIBUSHENDULIJIESHANGYOUDUISHICHANGDEYINGXIANGNENGLI。TONGGUOBUTONGYOUZHICHANQU、MINGJIUPINPAI、HEXINDANPINDEZIYUANZHENGHENENGLI,CONGERYOUTUIBIANLA,TIGAOZHENGGELIUTONGQIYEDECHENGJIAOSUDUYUGUIMO,CONGERKUAISUZAILIUTONGHUANJIEDEJINGZHENGZHONGNENGGOUSHENGCHU。

变革三:名酒、优质酒资源化,上下游链接能力构建流通新机遇

酱香白酒资源化开始成型:茅台引领的酱酒名企均推行配额制管理,以“各美其美,美美与共”的态度共同将优质酱香产品进行了产品的资源化、经销商权资源化并向下推进销售权与分销权的资源化。同时,优质浓香白酒也在探索资源化之路:浓香双雄五粮液国窖1573在高速增长的同时,强化价格管理、市场控货调价、排他性竞争,产品资源化发展正在建立雏形。此外,地域优质酒产品也出现资源化苗头:地域优质酒近年来与区域情节联系更为紧密,产品体验设计更为充分,部分产品也是限量供应。

ZHEICHANGCONGSHANGDAOXIADEMINGJIU、YOUZHIJIUZIYUANHUAYUNDONG,JISHIBAIJIUSHANGYOUQIYEDUILIUTONGLINGYUDEJINGXIHUAGUANLIDETIXIAN,YETUIDONGBAIJIULIUTONGLINGYU“MATAIXIAOYING”DEZHONGYAOTUISHOU。

变革四:客户价值化,C端运营能力构建终端新未来

ZHONGGAODUANYISHANGCHANPINYIJINGCHENGWEIPINPAIJIUQI、YOUZHIJIUQIYEFAZHANDEZHONGYAOZHANLVEFANGXIANG,CANYUJINGYINGDECHANGJIA、JINGXIAOSHANGSHULIANGZENGJIA,KEHUYIJINGCHENGXIANSUIPIANHUADETAISHI。SUIZHEKEHUDESUIPIANHUA,DUIYUKEHUDEZHENGDUOJINYIBUJIAJU,KEHUJIAZHIDEJINGYINGCHENGWEIWEIHUKEHU、TUOZHANKEHUDEBIRANXUANZE。GOUJIANGENGGAOCENGCIDEKEHUFUWUPINGTAI,JINYIBUQIANGHUADUIYUKEHUDEZUZHINENGLI,CHENGWEIKEHUNIANXINGDEZHONGYAOSHOUDUAN。BAIJIULIUTONGDETEDIANYUSHANGCHAOMAICHANGZHEILEICHUANTONGDELINGSHOUYOUZHEJIAODADECHAYI,GENGDUOSHIZAILINGSHOUDEJIAODU,WAJUEBEIHOUDETUANGOUZIYUANHEGUANXI,ZHEIDOUXUYAOWEIRAOCDUANDEYUNYING,GOUJIANYIGEBUTONGDETIXI,CONGTUANGOUDAZAO、HUIYUANGUANLI、ZENGZHIFUWU、QUANCENGYUNYINGDENGDENGFANGMIANSHILI。

BAIJIULIUTONGLINGYUXIANGJIAOSHANGYOULAIKAN,RENGSHIYIGEDACHANYE、XIAOSHANGYEDEJIBENGEJU,JIZHONGDESUDUBIZHERENWEIZHEIJINIANSUIZHESHANGYOUJIZHONGDUJIAKUAI,YEHUITONGBUJIAKUAI。WEIRAOGUOQUDEGUANXING、XIGUANYEDAOLEXUYAOBUDUANBIANGEDEJIEDUAN。ZHIYOUNEIXIEJIJIYONGBAOCHANYEBIANHUA,BUDUANCHUANGXINFUWUDEBAIJIULIUTONGQIYECAINENGZAI2021NIANYONGLICHAOTOU。

    关键词:白酒板块 流通渠道  来源:酒业家  张健 智邦达营销咨询
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